Resume

Work Experience

CRUISE, Senior Marketing Manager, Community & Delivery | Jul. 2021 - Feb. 2023

• Head marketer for the first grocery delivery service powered by a fully autonomous vehicle.
• Developed an omni-channel brand awareness campaign to get Walmart customers to try self-driving grocery delivery by Cruise.
• Conducted messaging testing for the self-driving delivery service and developed co-branding guidelines.
• Developed B2B marketing strategy for Cruise Delivery to acquire more customers. Created a landing page for B2B customers, a pitch deck, a pitch video and led the event production of the Cruise presence at Manifest 2024, a supply chain and innovation conference.
• Conceptualized and led the Cruise Beta Riding Club for ride hail. Provided a direct line of communication between the Chief Product Officer, his team and passionate brand advocates. Grew the club from zero to 200 riders, held events with top riders and conducted ride feedback surveys. Feedback from the club influenced feature development and uncovered user pain points.

FACEBOOK, Senior Program Marketing Manager, Integrity & Ad Targeting | Aug. 2019 - Jul. 2021

• Led North America business marketing strategy and execution for two of Facebook’s priority programs: 1) Integrity and 2) Ad Targeting.
• Simplified complex topics such as election’s integrity, brand safety, data handling and privacy into focused communications; including the Let Me Explain video series, digital ads, blog posts, branded content, webinars and sales collateral.
• Led activations to demonstrate Facebook’s commitment to safety during the #StopHateForProfit boycott resulting in all advertisers coming back to the platform.
• Drove awareness of the advertising restriction period for political ads through a webinar attended by 2,000 advertisers, in product notifications and Facebook ads reaching over 4 million advertisers.
• Led development of digital campaign for integrity which saw 1.2% lift on brand trust metrics and was scaled to Europe and Oceania.

FACEBOOK, Small Business Brand Marketing Manager | Aug. 2017 - Aug. 2019

• Built integrated marketing programs to improve Facebook’s brand perception among small business owners.
• Project managed the production of Keep It Local, the biggest brand campaign Business Marketing at Facebook had ever done. Led the pitch process to identify the right agency partner, identified and vetted over 100 small businesses for the campaign, managed the production of 12 TV spots and over 100 other assets including OOH and digital, oversaw the production of 4 different experiential activations, managed the campaign budget, and worked with cross-functional teams at Facebook to execute the campaign in only 4 months.
• Led #SheMeansBusiness, Facebook’s program to support female entrepreneurs, creating the #SheMeansBusiness’s Facebook group (12K members), the Notes From The Field video series and holding 35 community events across the United States.
• Led creative development, testing and optimization of a direct response digital campaign that drove over 20K event registrations and 11K unique attendees to 14 Boost with Facebook training events across the United States.
• Launched Share It With The World, a Facebook brand campaign that achieved a 3.3% lift on brand preference metrics.

BBDO NEW YORK, Brand Strategist | Apr. 2015 – Aug. 2017

• Developed strategy for Barbie’s integrated brand campaign Dads Who Play Barbie highlighting how dad and daughter playtime with Barbie helps little girls achieve their full potential. The campaign got 472 PR placements, garnering 671M positive impressions.
• Led communication strategy development and creative testing for the launch of Tropicana Essentials Probiotics.
• Led strategy development for DIRECTV Argentina uncovering cultural insights around the relationship Latinos have with soccer which led to DIRECTV’s Argentina If you’d do anything to watch it, better get it campaign.

BBDO ATLANTA, Jr. Brand Strategist | Jun. 2013 - Mar. 2015

• Worked on brand strategy for the launch of CVS Health and the #OneGoodReason campaign which won a Bronze Effie for marketing effectiveness. Among the B2B audience the ratings of CVS as a “leader in helping people improve overall health” increased by 40%.
• Conducted research for new business pitches to develop and validate positioning and messaging. Wrote discussion guides, moderated focus groups in English and Spanish, conducted ethnographies, wrote quant questionnaires and analyzed results.

Education

University of North Carolina at Chapel Hill | 2013
B.S in Business Administration, Marketing Emphasis.
Second Major: Mass Communications, Advertising Emphasis

General Assembly | 2016
User Experience Design Certificate

Languages

English, Spanish