Sr. Manager, Product Marketing

• Dec 2020 - Sep 2022

Product Marketing lead for new products. Responsible for influencing the product roadmap by bringing the VOC, and defining the annual product marketing plans and GTM strategies and tactics. - Defined the GTM plans for new products; shaped the product positioning, and developed a messaging matrix tailored to relevant audiences - Influenced the prioritization of software, content, and hardware features for future products by leveraging market research and consumer insights;… Show more Product Marketing lead for new products. Responsible for influencing the product roadmap by bringing the VOC, and defining the annual product marketing plans and GTM strategies and tactics. - Defined the GTM plans for new products; shaped the product positioning, and developed a messaging matrix tailored to relevant audiences - Influenced the prioritization of software, content, and hardware features for future products by leveraging market research and consumer insights; prioritization aligned with leadership - Partnered with a best-in-class consulting firm to conduct the company’s largest research on portfolio optimization; leveraged results to influence the 3-year product roadmap to expand TAM and increase LTV - Contributed to the development of product pricing and demand models in partnership with strategy, planning, product and growth teams; models approved by leadership - Developed a promotional strategy framework in partnership with the brand and growth teams to drive incremental sales and reduce CAC; framework approved by the CMO - Established a new market segmentation that unlocked new product opportunities, and influenced the development of targeted acquisition campaigns and promotional tactics Show less Product Marketing lead for new products. Responsible for influencing the product roadmap by bringing the VOC, and defining the annual product marketing plans and GTM strategies and tactics. - Defined the GTM plans for new products; shaped the product positioning, and developed a messaging matrix tailored to relevant audiences - Influenced the prioritization of software, content, and hardware features for future products by leveraging market research and consumer insights;… Show more Product Marketing lead for new products. Responsible for influencing the product roadmap by bringing the VOC, and defining the annual product marketing plans and GTM strategies and tactics. - Defined the GTM plans for new products; shaped the product positioning, and developed a messaging matrix tailored to relevant audiences - Influenced the prioritization of software, content, and hardware features for future products by leveraging market research and consumer insights; prioritization aligned with leadership - Partnered with a best-in-class consulting firm to conduct the company’s largest research on portfolio optimization; leveraged results to influence the 3-year product roadmap to expand TAM and increase LTV - Contributed to the development of product pricing and demand models in partnership with strategy, planning, product and growth teams; models approved by leadership - Developed a promotional strategy framework in partnership with the brand and growth teams to drive incremental sales and reduce CAC; framework approved by the CMO - Established a new market segmentation that unlocked new product opportunities, and influenced the development of targeted acquisition campaigns and promotional tactics Show less

Sr. Global Product Marketing Manager

• Aug 2018 - Dec 2020

Led the product marketing function for hardware and consumable products overseeing the creation of GTM plans and marketing programs for product launches. Built the global product marketing team from the ground up, partnering with Sr. Director to scale from 0 to 6 members. Managed 2 direct reports. - Launched new technology JUULpod in 15 countries on-time and on-budget with challenging regulatory environments; oversaw the rollout plan resulting in a 15% sales increase - Partnered with… Show more Led the product marketing function for hardware and consumable products overseeing the creation of GTM plans and marketing programs for product launches. Built the global product marketing team from the ground up, partnering with Sr. Director to scale from 0 to 6 members. Managed 2 direct reports. - Launched new technology JUULpod in 15 countries on-time and on-budget with challenging regulatory environments; oversaw the rollout plan resulting in a 15% sales increase - Partnered with product, consumer insights, strategy and regulatory to develop a global flavor naming strategy to improve product positioning; drove alignment across key stakeholders and leadership - Devised global go-to-market plan with product positioning, messaging, and B2B/B2C assets for the launch of a portable charging case in 8 countries; achieved 95% positive consumer feedback - Managed the product development of 3 limited edition devices and launched on D2C channel; product sold out within 4 weeks, leading to an increase in auto-ship subscriptions by 8% - Collaborated with consumer insights on the definition of a nicotine strength conceptual study; resulting in product repositioning and messaging refresh that increased brand attributes by 5% - Drove the launch of 2 seasonal promotions in collaboration with creative, comms, trade marketing and customer support teams; increased sales by 80% and distribution by 50%

Product Marketing Manager

• Aug 2016 - Aug 2018

Global Brand Manager

• Jun 2015 - Jun 2016

Defined the annual brand plans, and spearheaded the execution of marketing programs for the canned seafood product line. - Created a 3-year product innovation pipeline; conducted research creatively using available sources with limited resources; identified four potential product innovation opportunities - Led rebranding of La Sirena in 6 countries; partnered with agency to develop the first brand book - Developed a content marketing strategy; doubling visitors on the new site… Show more Defined the annual brand plans, and spearheaded the execution of marketing programs for the canned seafood product line. - Created a 3-year product innovation pipeline; conducted research creatively using available sources with limited resources; identified four potential product innovation opportunities - Led rebranding of La Sirena in 6 countries; partnered with agency to develop the first brand book - Developed a content marketing strategy; doubling visitors on the new site increasing engagement on social media by 20% Show less Defined the annual brand plans, and spearheaded the execution of marketing programs for the canned seafood product line. - Created a 3-year product innovation pipeline; conducted research creatively using available sources with limited resources; identified four potential product innovation opportunities - Led rebranding of La Sirena in 6 countries; partnered with agency to develop the first brand book - Developed a content marketing strategy; doubling visitors on the new site… Show more Defined the annual brand plans, and spearheaded the execution of marketing programs for the canned seafood product line. - Created a 3-year product innovation pipeline; conducted research creatively using available sources with limited resources; identified four potential product innovation opportunities - Led rebranding of La Sirena in 6 countries; partnered with agency to develop the first brand book - Developed a content marketing strategy; doubling visitors on the new site increasing engagement on social media by 20% Show less

Senior Associate Brand Manager

• Aug 2013 - Aug 2014

Shaped the annual brand strategy and tactical plans of Johnnie Walker. Managed 1 direct report. - Defined and implemented a recruitment platform that brought new generation consumers to the whisky category; conducted an experiential trial on 250k target consumers, improving Johnnie Walker Red Label conversion rate to 30% - Coordinated with a creative agency to develop an integrated campaign that reached over 2 million viewers, 200% over plan, resulting in a trending hashtag on… Show more Shaped the annual brand strategy and tactical plans of Johnnie Walker. Managed 1 direct report. - Defined and implemented a recruitment platform that brought new generation consumers to the whisky category; conducted an experiential trial on 250k target consumers, improving Johnnie Walker Red Label conversion rate to 30% - Coordinated with a creative agency to develop an integrated campaign that reached over 2 million viewers, 200% over plan, resulting in a trending hashtag on Twitter for 48-hours - Developed the launch plan for Johnnie Walker Double Black; managed B2B communications, PR and consumer launch events, and commercial tactics; resulting in 3% sales increase in the first year - Designed a custom tool to estimate market opportunity for the emerging middle class; analyzed market data from multiple data sources and created a functional definition for this market segment

Associate Brand Manager

• Dec 2011 - Jul 2013

Consumer Insights Analyst

• Mar 2010 - Dec 2011

Co Founder and Director

• Dec 2009 - Dec 2010

Sold products to start-up fashion retail stores in Caracas and three other cities during undergraduate studies. • Participated in six fashion bazaars per year to promote products and discover the leading local fashion brands. Sold to individual and retail clients, signing five new stores on average. • Best-selling brand among eight competitors. • Profitable in both years. Sold products to start-up fashion retail stores in Caracas and three other cities during undergraduate studies. • Participated in six fashion bazaars per year to promote products and discover the leading local fashion brands. Sold to individual and retail clients, signing five new stores on average. • Best-selling brand among eight competitors. • Profitable in both years.