Played integral role in successful revitalization of a leading military service nonprofit through a cohesive brand strategy, repositioning and multi-year platform to increase brand awareness, grow donation revenue and expand mission delivery.  
▪	INSIGHTS & ANALYTICS. Defined and analyzed the competitive set among over 40K military U.S. nonprofits, leveraging the insights to guide brand strategy and develop brand health tracking. Managed from planning to execution and final delivery of a complex audience segmentation study, resulting in the identification of a 7M new target donor segment. 
▪	BRAND POSITIONING & CREATIVE DEVELOPMENT. Managed the development and delivery of strategic brand repositioning from insight & strategy to creative platform and quantitatively validated creative assets. Stewarded brand content across video/digital assets, uso.org, funding proposal templates and employer branding. 
▪	CUSTOMER MARKETING. Increased brand awareness and program usage at targeted USO Centers by leveraging customer journey mapping and field collaboration to design and execute a marketing campaign, exceeding KPI targets  
▪	CHANGE MANAGEMENT. Led planning and execution of an internal communications plan to successfully introduce the repositioned brand to 700+ global staff and 15K volunteers, delivering a 70% and 81% positive response, respectively.

Brand Manager, Brand Transformation Initiative

Body Art Alliance

Responsible for the development and implementation of strategic marketing plans designed to accelerate growth across the Permanent Makeup (PMU) brand portfolio.
•	Developed and executed marketing plans to grow the $20M Permanent Makeup (PMU) brand portfolio by 30% 
•	Built and prioritized the PMU innovation pipeline and stage-gate approval process
•	Fostered intra-company collaboration, knowledge sharing and measurement/tracking of PMU KPIs.

Brand/Category Manager, Permanent Cosmetics

Wells Fargo

Responsible for leading segment integration for integrated marketing campaigns, and managing key cross-segment strategic initiatives.

Diverse Segment Marketing Manager/VP

•	Led development and execution of an integrated marketing campaign for the launch of Well Fargo's Spanish mobile app, delivering 189MM impressions, a 51% lift in customer Spanish language enrollment on mobile app, and national recognition by Nielsen among Top 10 Hispanic TV ads for 2015. 
•	Performed a comprehensive competitive assessment and identified a 300K new Hispanic household acquisition opportunity. Partnered with key stakeholders to convert the opportunity into a strategic recommendation to C-level executive leadership.   
•	Led the planning and execution of Wells Fargo's first financial education content integration program with leading national broadcast partner. Briefed advertising agency and ensured creative was grounded in compelling consumer insight. Socialized program plans with key stakeholders and solidified operational readiness across the bank. Achieved 82MM impressions and significant increase in brand awareness and purchase intent. 
•	Authored an actionable set of top salient and unique insights that distinguish Hispanic Millennials from other Millennials. Presented findings and secured approval to incorporate them into Wells Fargo's brand guidelines for messaging to the Millennial audience. 
•	Identified a 20MM incremental account opportunity through development of a new methodology to prioritize key markets.     
•	Played a critical leadership role in annual planning to ensure strategic alignment between Total Market integrated marketing campaigns and consumer segment strategy. Secured alignment across key Lines of Business, resulting in increased marketing efficiency and effectiveness of the $20MM Hispanic media budget.

Hispanic Segment Marketing Manager/VP

MillerCoors

• Developed and deliver innovative brand marketing solutions for c-store channel to drive volume and share growth. 
• Established portfolio’s communication strategy for c-store trade media and trade shows to reach decision makers.

Marketing Manager, Small Format Channel Solutions

• Co-directed development of three-year strategic plan to fully leverage Chivas de Guadalajara soccer partnership.  Fast-tracked creation of integrated campaign in unprecedented timeframe. New program excited and educated retailers about soccer, reached Hispanic target consumers, and significantly increased case display sales.
• Drove 400 retail promotions for Miller Light’s CONCACAF Gold Cup program, which greatly increased incremental case displays.  Ensured impactful promotional package, compelling POS, and seamless execution by sales team. 
• Identified and successfully sold in go–to-market strategy of new 42K incremental case volume opportunity.  Segmented top volume c-store accounts by Hispanic consumer segment and built Hispanic-focused solutions.
• Presented multicultural opportunities to Drug Store sales team.  Showed 60K case lift potential in key accounts using Nielsen data.  Sales team presented findings to retailers who added Hispanic focus as key strategic initiative. 
• Partnered with MillerCoors Alcohol Responsibility to overlay AR tactics in retail and stadium activation, the first-ever MillerCoors Hispanic program to do so.  
• Led solicitation and securitization of brand partnerships with top Mexican brands, Barcel and Jarritos, to enhance the Gold Cup and Chivas retail activations. Led multiple webinars with MillerCoors and brand partner sales teams to reinforce joint sell-in.

Brand Manager, Multicultural Channel Marketing

• Selected to oversee brand planning during second year in role.  Directed extended brand team in synthesizing key learnings and identifying opportunities.  Presented detailed plans to CMO and VPs alongside Brand Directors.  
• Led creative development of first total-market digital campaign for “Coors Light Cold Activated Can” initiative.  Partnered with agency to create microsite, landing page, and banner ads, which resulted in 21MM impressions. 
• Conceptualized and executed new music promotion, with Daddy Yankee, which drove incremental sales volume and retail activation.  Orchestrated PR campaign, managed media buy, solidified sponsorships, wrote celebrity-talking points, and developed event execution guide.  Successful campaign was featured in Brandweek and 200+ media outlets.
• Presented final test plan to CMO on need for permanent bilingual packaging.  Led execution of test including selecting test markets, establishing success metrics, and tracking results.  Launched nationally across both Coors Light and Miller Light brands (14 SKUs) while reducing existing complexities costs.
• Drove creative development of Hispanic OOH & radio national campaigns (i.e. equity, innovations, NFL), grounded in Hispanic consumer insights while ensuring integration with the general market.   
• Analyzed weekly, monthly, and quarterly business volume to identify key trends and implications from Nielsen and STR volume, while managing a $19MM budget within <1% variance.

Associate Brand Manager, Coors Light

Johnson & Johnson

• Led annual business planning for $230MM Children’s Tylenol and Children’s Motrin brands with 5% growth. Identified key objectives, strategies, and tactics while leveraging $20MM budget to achieve targets.
• Developed business case and gained management approval to launch the McNeil Consumer Healthcare's first bilingually packaged brand.    
• Assessed secondary retail placement opportunity for unique Children’s Tylenol SKU and forecast $12MM (+5%) revenue increase.  Presented recommendations to management and headed successful launch. 
• Generated 300% ROI through leadership of integrated Back-to-School program (national FSIs, displays, online).  Developed communication strategy, wrote campaign brief, led agencies, and partnered with sales to execute. 
• Launched new Children’s Tylenol/Children’s Motrin CRM program with 15 executions on baby.com, which reached target population of 600K and exceeded goals. Drove internal buy-in, directed four creative agencies, and oversaw CRM content development. 
• Spearheaded creative development and media placement of the Children’s Tylenol 2007 Hispanic print campaign, which drove sales incremental increase.

Associate Marketing Manager, Children’s Tylenol/Children’s Motrin

• Identified 20% (+$4MM) Mylicon growth opportunity via proactive IRI data analysis, which became #1 brand plan priority.  Developed business case and worked with sales team to communicate and implement retail strategy.
• Led promotional development of $14MM Mylanta relaunch. Oversaw cross-functional team, budget, and timeline. 
• Managed $18MM budget and provided monthly forecast updates to management.

Associate Marketing Manager, Mylanta/Mylicon

I’m a purpose-driven brand marketer with over 15 years of experience growing Fortune 500 brands through high-impact strategies and strong execution. I bring a diverse array of industry experience that spans Financial Services, Consumer Beverage, Nonprofit and Consumer Healthcare.  Recognized for cross-functional leadership, collaborative, analytical, and strategic planning abilities. 

Specialties:   
Brand Strategy, Strategic planning, Integrated Marketing, Campaign Development, Channel & Retail Marketing, Multicultural Marketing, Insights Development, Data Analysis, Forecasting & Budget Management

At my core, I am a "connector" of ideas and people, which is driven by a combination of insatiable curiosity, intuition and empathy.  I like to challenge the status quo by asking “what if?" and "why not?” in order to solve the needs of consumers. In addition, I relish the learning that takes place for my team and I with each new discovery/solution, whether it's expanding our knowledge about consumers’ diverse, intersectional nature or optimizing our go-to-market plans and processes. 

Languages: English and Spanish

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