Experience
03/2022 - Present
Altwork
Vice President of Marketing
San Francisco, CA.
• Conceptualized and implemented the marketing strategy and A-Z campaigns to plan across all distribution channels, including working closely with our sales channels to develop pricing strategies to maximize sales and market share in Mass Retail and for Venture Capitalists.
• Built and managed a highly efficient team of marketing professionals across multiple disciplines; digital ads, graphic design, PR, influencer marketing, copywriting, web design, social media, and brand elevation overall.
• Increased brand awareness and all social media following by 60% by owning, maintaining, and strengthening relationships with Influencers and brands to identify opportunities for first-party data enablement, driving strategic business outcomes, and being the lead when working with partners and brands to leverage data.
• Executed a full rebrand highlighting the product’s value proposition which resulted in a 35% increase in sales. Responsible for brand and creative strategy, and direction, to ensure the brand tenets are serving the overall company vision as well as adjusting as necessary to changing conditions and societal norms.
• Increased email list from 45,000 to 250,000 in one quarter by optimizing the website, including campaigns with incentives and producing strategic giveaways.
• Focus on market research and analytics to gather customer insights and campaign success along with preparing marketing metrics reports for the CEO after each campaign, sale, or any major marketing initiative.
• Built highly effective communications function and system that engages with a broad range of stakeholders including investors, team members, media, policymakers, and influencers.
02/2019 - 02/2022
Impressions Vanity
Vice President of Marketing
Irvine, CA.
• Spearhead and managed all departments within Marketing; Digital, PR, Commerce, Content Creation, Events, Social Media, and Graphic Design
• Develop and drive a 360 integrated marketing plan, establish KPIs, analyze performance, report on learnings and deliver a positive ROI on all activity
• Develop strategic multi-channel marketing campaigns to drive growth and engagement, including digital, social, email, print, and video
• Manage and launch new marketing platforms/technologies and channels to improve team efficiencies and innovation
• Head channel marketing strategy, oversee marketing deliverables and work closely with retail marketing teams to amplify product launches
• Developed seasonal marketing calendar to maximize launches and strategic focus, ensuring the marketing calendar is regularly updated throughout the season
• Developed strong working relationships with Celebrities, Instagram and YouTube Influencers, and Makeup brands
• Manage partnerships with celebrities and influencers to grow the brand and manage all marketing touch-points
• Tracked retail sales and overall product performance monthly in order to anticipate and react to changing environments
• Issued quarterly trend reports to the CEO including competitive information, new product launches, social media trends, etc
• Planned special events, all business-to-business and business-to-consumer trade shows while coordinating with various departments and setting sales goals for each event, show, or seminar
• Supervised and led direct reports on daily activities to ensure alignment on strategic focus, on-time performance, and accuracy of information
• Updated marketing team weekly ensuring team was always informed, updated, and motivated about changes in direction
• Worked on creating Educational content and developed an Education Content team to evolve the marketing strategy and its implementation in seasonal seminars
Education
2015 - 2017
Florida International University
I completed my graduate earning a Masters in Business with an emphasis in Marketing. I maintained a 3.7 GPA. While working towards my MBA, I simultaneously worked within the marketing field as a Marketing Manager.
MBA
Miami, FL.
2011 - 2013
Concordia University, Irvine
I graduated with a dual degree in Mass Communications Studies and Marketing.
I maintained a 3.9 GPA and was heavily involved in extracurricular actives such as peer tutoring in English, scuba diving, and modeling.
BA, Mass Communications and Marketing
Irvine, CA.
Professional skillset
Entrepreneurial Mindset
Go-to-Market Planning
Self-motivated
Digital Analytics
Content Creation
Strong Communicator
Organization
Positive Attitude
Proficient in the following:
Shopify
Google Analytics
Facebook Ads Manager
Asana
Canva
Yotpo
Klaviyo
InShot
Airtable
Sprout Social
Facebook Business Suite
MailChimp