As a classically trained marketer, I bring disciplined skills in marketplace insights and analytics, marketing planning and communication, and new product development . Product Marketing involves Sales, Finance and IT as much as it does R&D, Operations and Customer Service, and getting the best of cross-functional collaboration requires broad and deep experience across industries.
ANALYTICS and DATA VISUALIZATION
Marketing decisions must be rooted in data. Accessing the data, selecting the right metrics and setting decision criteria are crucial, and providing a way to communicate those Key Performance Indicators (KPIs) helps to gain alignment.
Nielsen/IRI consumption and panel analysis
Market launch and Gap/Risk analysis
Packaging design optimization
Marketing Optimization - marketing mix modeling for branding and promotion planning
Post-event ROI analysis
ROMO (Return on Marketing Objectives) evaluation
Web and Search analytics*
Brand Planning and Promotion
New product planning and launch
Hispanic marketing strategy
Marketing/Advertising campaign management – from brief to photo shoot to approval and submission
Channel experience: major retailers in Grocery, Drug, Mass, Club, Convenience, Dollar, Foodservice, Specialty Retail
*I hold the following certifications: Google Analytics Individual Qualification, Google AdWords, Bing Ads Accredited Professional