Irena Gumbert
Marketing Manager at Testarossa Winery- Claim this Profile
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Croatian -
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Bosnian Native or bilingual proficiency
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Serbian Native or bilingual proficiency
Topline Score
Bio
April Valenzuela Mason
Irena and I worked together to launch PayPal Working Capital and later integrate and market PayPal Business Loan in the US. Irena is an expert in demand generation across all channels. She is sharp, insightful, and a hilarious marketing leader that helped grow our business from $0 to $20+ billion since launch. And she is a diligent, hard worker. She was known for her ability to turn complex problems into solutions that deliver. Everyone enjoys working with and learning from Irena. I miss working with Irena and highly recommend her.
Olivier Lemaignen
I love having Irena on the team. She is strategic, has a rare level of can-do attitude, and she delivers. Her ability to manage online paid acquisition and meet campaign objectives is very strong, despite changing priorities and budgets. She is flexible and close to the numbers, so that she is often adjusting pacing and spend throughout the month, in addition to negotiating rates with affiliates in order to meet or exceed her goals. She has taken on a broader range of responsibilities in direct response to a new company need, and has done so graciously and with the same level of professionalism that she displays in every task she undertakes. To top it all off, she has a wicked sense of humor and is greatly accretive to the team's dynamics. I'd hire her again anytime.
April Valenzuela Mason
Irena and I worked together to launch PayPal Working Capital and later integrate and market PayPal Business Loan in the US. Irena is an expert in demand generation across all channels. She is sharp, insightful, and a hilarious marketing leader that helped grow our business from $0 to $20+ billion since launch. And she is a diligent, hard worker. She was known for her ability to turn complex problems into solutions that deliver. Everyone enjoys working with and learning from Irena. I miss working with Irena and highly recommend her.
Olivier Lemaignen
I love having Irena on the team. She is strategic, has a rare level of can-do attitude, and she delivers. Her ability to manage online paid acquisition and meet campaign objectives is very strong, despite changing priorities and budgets. She is flexible and close to the numbers, so that she is often adjusting pacing and spend throughout the month, in addition to negotiating rates with affiliates in order to meet or exceed her goals. She has taken on a broader range of responsibilities in direct response to a new company need, and has done so graciously and with the same level of professionalism that she displays in every task she undertakes. To top it all off, she has a wicked sense of humor and is greatly accretive to the team's dynamics. I'd hire her again anytime.
April Valenzuela Mason
Irena and I worked together to launch PayPal Working Capital and later integrate and market PayPal Business Loan in the US. Irena is an expert in demand generation across all channels. She is sharp, insightful, and a hilarious marketing leader that helped grow our business from $0 to $20+ billion since launch. And she is a diligent, hard worker. She was known for her ability to turn complex problems into solutions that deliver. Everyone enjoys working with and learning from Irena. I miss working with Irena and highly recommend her.
Olivier Lemaignen
I love having Irena on the team. She is strategic, has a rare level of can-do attitude, and she delivers. Her ability to manage online paid acquisition and meet campaign objectives is very strong, despite changing priorities and budgets. She is flexible and close to the numbers, so that she is often adjusting pacing and spend throughout the month, in addition to negotiating rates with affiliates in order to meet or exceed her goals. She has taken on a broader range of responsibilities in direct response to a new company need, and has done so graciously and with the same level of professionalism that she displays in every task she undertakes. To top it all off, she has a wicked sense of humor and is greatly accretive to the team's dynamics. I'd hire her again anytime.
April Valenzuela Mason
Irena and I worked together to launch PayPal Working Capital and later integrate and market PayPal Business Loan in the US. Irena is an expert in demand generation across all channels. She is sharp, insightful, and a hilarious marketing leader that helped grow our business from $0 to $20+ billion since launch. And she is a diligent, hard worker. She was known for her ability to turn complex problems into solutions that deliver. Everyone enjoys working with and learning from Irena. I miss working with Irena and highly recommend her.
Olivier Lemaignen
I love having Irena on the team. She is strategic, has a rare level of can-do attitude, and she delivers. Her ability to manage online paid acquisition and meet campaign objectives is very strong, despite changing priorities and budgets. She is flexible and close to the numbers, so that she is often adjusting pacing and spend throughout the month, in addition to negotiating rates with affiliates in order to meet or exceed her goals. She has taken on a broader range of responsibilities in direct response to a new company need, and has done so graciously and with the same level of professionalism that she displays in every task she undertakes. To top it all off, she has a wicked sense of humor and is greatly accretive to the team's dynamics. I'd hire her again anytime.
Experience
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Testarossa Winery
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United States
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Wine & Spirits
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1 - 100 Employee
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Marketing Manager
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Oct 2022 - Present
Responsible for creating and executing a marketing strategy to enhance brand recognition, promote the winery, sales of wine in the wholesale and DTC channels, increase wine club memberships and expand winery experiences to increase revenue and contribute to organizational goal accomplishment. This position directs marketing activities related to developing and analyzing market research data, identifying market potentials, establishing pricing strategies, defining, and… Show more Responsible for creating and executing a marketing strategy to enhance brand recognition, promote the winery, sales of wine in the wholesale and DTC channels, increase wine club memberships and expand winery experiences to increase revenue and contribute to organizational goal accomplishment. This position directs marketing activities related to developing and analyzing market research data, identifying market potentials, establishing pricing strategies, defining, and implementing advertising and promotion programs, managing marketing administration and contract administration, as well as Wine Club and eCommerce. This exempt position is full-time and reports to the Owner. Show less Responsible for creating and executing a marketing strategy to enhance brand recognition, promote the winery, sales of wine in the wholesale and DTC channels, increase wine club memberships and expand winery experiences to increase revenue and contribute to organizational goal accomplishment. This position directs marketing activities related to developing and analyzing market research data, identifying market potentials, establishing pricing strategies, defining, and… Show more Responsible for creating and executing a marketing strategy to enhance brand recognition, promote the winery, sales of wine in the wholesale and DTC channels, increase wine club memberships and expand winery experiences to increase revenue and contribute to organizational goal accomplishment. This position directs marketing activities related to developing and analyzing market research data, identifying market potentials, establishing pricing strategies, defining, and implementing advertising and promotion programs, managing marketing administration and contract administration, as well as Wine Club and eCommerce. This exempt position is full-time and reports to the Owner. Show less
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PayPal
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United States
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Software Development
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700 & Above Employee
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Senior Manager, Marketing Strategy
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Dec 2018 - Oct 2022
• Create go-to-market strategies for Small Business (SB) and Mid-Market (MM) businesses including segmentation, targeting, channels, creative direction, and metrics. • Align stakeholders on plans, including risk, channel managers, sales, legal, compliance, finance, campaign management, SB and MM segment teams. • Plan and oversee budget for plans. • Build strong relationships with SB and MM teams on cross-sell initiatives. • Work with modelers & analytics to create personalization &… Show more • Create go-to-market strategies for Small Business (SB) and Mid-Market (MM) businesses including segmentation, targeting, channels, creative direction, and metrics. • Align stakeholders on plans, including risk, channel managers, sales, legal, compliance, finance, campaign management, SB and MM segment teams. • Plan and oversee budget for plans. • Build strong relationships with SB and MM teams on cross-sell initiatives. • Work with modelers & analytics to create personalization & targeting strategies that best optimize usage of limited inventory impressions for acquisition. • Partner with cross-functional teams to optimize experiences throughout the acquisition funnel to increase conversion.
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Independent Marketing Consultant
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Feb 2016 - Dec 2018
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Credit Sesame
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United States
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Financial Services
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1 - 100 Employee
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Director, Customer Acquisition
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Feb 2013 - Jul 2015
Credit Sesame is a fast-growing, VC-funded personal finance startup in the heart of Silicon Valley • Own and drive the customer acquisition strategy with the goal to build awareness, acquire users, and generate revenue • Manage and implement specific end-to-end programs (online and mobile acquisition, SEM, PPC, affiliate, display) to drive product demand and customer acquisition • Own a multimillion dollar annual marketing advertising/acquisition budget • Develop deep and broad… Show more Credit Sesame is a fast-growing, VC-funded personal finance startup in the heart of Silicon Valley • Own and drive the customer acquisition strategy with the goal to build awareness, acquire users, and generate revenue • Manage and implement specific end-to-end programs (online and mobile acquisition, SEM, PPC, affiliate, display) to drive product demand and customer acquisition • Own a multimillion dollar annual marketing advertising/acquisition budget • Develop deep and broad understanding of market, target customers and competitive environment, and uncover customer insights to fuel actionable marketing tests and optimizations • Negotiate and buy media across web properties in order to obtain qualified traffic to the site • Sell web and email placements on creditsesame.com to add value to users and increase company revenue Show less Credit Sesame is a fast-growing, VC-funded personal finance startup in the heart of Silicon Valley • Own and drive the customer acquisition strategy with the goal to build awareness, acquire users, and generate revenue • Manage and implement specific end-to-end programs (online and mobile acquisition, SEM, PPC, affiliate, display) to drive product demand and customer acquisition • Own a multimillion dollar annual marketing advertising/acquisition budget • Develop deep and broad… Show more Credit Sesame is a fast-growing, VC-funded personal finance startup in the heart of Silicon Valley • Own and drive the customer acquisition strategy with the goal to build awareness, acquire users, and generate revenue • Manage and implement specific end-to-end programs (online and mobile acquisition, SEM, PPC, affiliate, display) to drive product demand and customer acquisition • Own a multimillion dollar annual marketing advertising/acquisition budget • Develop deep and broad understanding of market, target customers and competitive environment, and uncover customer insights to fuel actionable marketing tests and optimizations • Negotiate and buy media across web properties in order to obtain qualified traffic to the site • Sell web and email placements on creditsesame.com to add value to users and increase company revenue Show less
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TiVo
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United States
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Technology, Information and Media
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300 - 400 Employee
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Marketing Manager
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Mar 2008 - Feb 2013
• Campaign Manager: Own multiple TiVo’s online marketing programs and develop merchandising plans, promotions and pricing offers in order to drive product trial, adoption, engagement and retention • Marketing Leader: Define positioning, message, and success metrics in order to achieve business goals • Team Player: Work collaboratively across multiple teams, such as creative development, marketing research, user experience, web management, IT and operations • Cross-Channel… Show more • Campaign Manager: Own multiple TiVo’s online marketing programs and develop merchandising plans, promotions and pricing offers in order to drive product trial, adoption, engagement and retention • Marketing Leader: Define positioning, message, and success metrics in order to achieve business goals • Team Player: Work collaboratively across multiple teams, such as creative development, marketing research, user experience, web management, IT and operations • Cross-Channel Experienced: Manage initiatives across multiple touch points and vehicles such as tivo.com web site, paid and organic search, affiliate marketing, display, email, mobile, TV and radio. • Media Buyer: Negotiate and purchase online media to achieve best value-for-money (CPM, CPC, CPA and CPL) • E-commerce marketer: Own TiVo’s online store experience, including promotions and purchase flow/checkout optimization • Relationship Manager: Hire and manage outside agencies and vendors. Extensive experience with multiple display media, search and creative specialists • Analyst: Track, analyze, optimize, report. Mathematical mind able to quickly grasp and make sense of complex reports. Experienced with A/B and multi-variate testing. Use variety of online reporting tools Show less • Campaign Manager: Own multiple TiVo’s online marketing programs and develop merchandising plans, promotions and pricing offers in order to drive product trial, adoption, engagement and retention • Marketing Leader: Define positioning, message, and success metrics in order to achieve business goals • Team Player: Work collaboratively across multiple teams, such as creative development, marketing research, user experience, web management, IT and operations • Cross-Channel… Show more • Campaign Manager: Own multiple TiVo’s online marketing programs and develop merchandising plans, promotions and pricing offers in order to drive product trial, adoption, engagement and retention • Marketing Leader: Define positioning, message, and success metrics in order to achieve business goals • Team Player: Work collaboratively across multiple teams, such as creative development, marketing research, user experience, web management, IT and operations • Cross-Channel Experienced: Manage initiatives across multiple touch points and vehicles such as tivo.com web site, paid and organic search, affiliate marketing, display, email, mobile, TV and radio. • Media Buyer: Negotiate and purchase online media to achieve best value-for-money (CPM, CPC, CPA and CPL) • E-commerce marketer: Own TiVo’s online store experience, including promotions and purchase flow/checkout optimization • Relationship Manager: Hire and manage outside agencies and vendors. Extensive experience with multiple display media, search and creative specialists • Analyst: Track, analyze, optimize, report. Mathematical mind able to quickly grasp and make sense of complex reports. Experienced with A/B and multi-variate testing. Use variety of online reporting tools Show less
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Yahoo!
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Information Technology and Services
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1 - 100 Employee
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Marketing Manager
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Jan 2007 - Feb 2008
•Lead key marketing/advertising activities critical for a successful product launch of new properties/products including strategy, branding/naming and channel/distribution •Managed creative agencies and oversaw design and development, from brief-writing to post-campaign analytics •Set up specific campaign goals, then optimized and analyzed results to build best practices and improve engagement and retention across the suite of Yahoo! products/services •Lead key marketing/advertising activities critical for a successful product launch of new properties/products including strategy, branding/naming and channel/distribution •Managed creative agencies and oversaw design and development, from brief-writing to post-campaign analytics •Set up specific campaign goals, then optimized and analyzed results to build best practices and improve engagement and retention across the suite of Yahoo! products/services
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Searchrev
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Advertising Services
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1 - 100 Employee
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SEM Group Account Manager
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Jan 2005 - Jan 2007
•Strategically developed SEM campaigns for all new clients (50+ accounts) taking into account SWOT analysis and competitive landscape •Managed keyword lists, ads, landing pages and bids •Owned relationships with clients and their marketing teams •Monitored and optimized all campaigns to meet and exceed ROI-driven goals •Strategically developed SEM campaigns for all new clients (50+ accounts) taking into account SWOT analysis and competitive landscape •Managed keyword lists, ads, landing pages and bids •Owned relationships with clients and their marketing teams •Monitored and optimized all campaigns to meet and exceed ROI-driven goals
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Coupons, Inc.
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Consumer Services
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Account Manager
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Jun 2003 - Jan 2005
•Developed and managed extensive online marketing campaigns focused on electronic coupons and online certificates •Directed online implementation and lead technical and creative teams in successful campaign deployment in various media outlets, including website banners, emails and affiliates •Developed and managed extensive online marketing campaigns focused on electronic coupons and online certificates •Directed online implementation and lead technical and creative teams in successful campaign deployment in various media outlets, including website banners, emails and affiliates
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Education
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University of California, Berkeley
Agile Project Management Certification -
2003 - 2005
San Jose State University
MBA, Marketing -
2000 - 2002
San Jose State University
BS, Marketing
Community
