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Digital Marketing Sales

Philadelphia, Pennsylvania, United States
January 31, 2019

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Maite Salazar

**** **** *. ******* ****, Philadelphia

Phone: 267-***-**** Email:

Vice President Commercial Strategy & Revenue Officer


Global marketing executive with deep experience defining and maintaining revenue performance and strategic direction. Strong skills operating in managing marketing plans, enabling sales execution, steering organization direction and optimizing marketing budgets. Effective leader across all aspects of long-term strategic planning and direct day-to-day execution of annual marketing plans. Solid background in business development, strategy, portfolio branding, marketing and operations. Focused on driving measurable results and ROI using analytical approaches, aligning business priorities with market needs and building strategic partnerships inside and outside corporations. Proven record of driving market growth, increasing margins and achieving higher level of profitability through effective strategic marketing planning and execution. Empowering management style, with significant experience operating in highly-matrixed organizations in several industries. Highly effective in building and developing strong teams to achieve excellence and business results.


Marketing (B2B and B2C), revenue management (cross-sell, up-sell, lead generation and renewals), Commercial Strategy, SEO, SEM, Remarketing, Go to Market, Brand strategies, Market Research & Analysis, Product Marketing, Portfolio Branding, Direct Sales Channels Management, Digital Marketing (email, web, mobile), Operations, Leadership, Sales Enablement, Transformation Programs


Reed Elsevier (RELX) Group. (SaaS), 2010- Present

Elsevier-Vice President Commercial Strategy- Marketing & Revenue Execution 2016 – Present

Responsible for the $180 million Reference and Clinical Decision Support businesses. Responsibilities include setting up the global commercial strategy for 3 data product lines (over 16 products) over B2B and B2C channels, optimizing the product portfolio, launching new products, driving pricing and commercial model shifts to accelerate revenue growth and setting up the product road map according to highest commercial value. This position operate as the quarterback that brings the cross functional teams (sales, technology, marketing, content) together on key initiatives, defines clear objectives and KPIs and coordinates the execution across multiple product lines, market priorities and geographies. Executes branding and thought leadership activities tracking awareness, equity and brand health

Establishes product marketing plans: value tree, messaging, value proposition, branding strategy, thought leadership and channel priorities and supports sales enablement materials for alignment and execution.

Defines and executes global marketing plans (targeting, sales enablement) prioritizing revenue opportunity based on geography and market size delivering the right tools and capabilities to multiple sales teams and sales channels.

Optimizes revenue execution facilitating the adoption of new business models, pricing schemes and partnerships

Builds brand architecture and aligns product brands accordingly

Sets up strategic product marketing plans for the portfolio and individual operating plans (1, 3 and 5 years) for each of the products in the portfolio

Leverages corporate wide partnerships, resources and capabilities to strengthen brand, market share and account penetration

Defines digital marketing strategy to be executed across all marketing programs and campaigns.

Builds a data driven and deep analytical culture across product, marketing and sales

Designs and executes go to market plans (front end and back end) for ongoing releases in multiple geographies

Elsevier-(SaaS) Vice President Marketing Services, Customer Understanding & Analytics, 2014 – 2016

Manages a multi-functional team (30 people), a demand center servicing the Clinical Decision business unit, ($350m) serving a large portfolio of health and medical content and analytical solutions (40+ products). Manages digital marketing operations, lead generation, marketing analytics, marketing technology, corporate exhibitions, customer engagement and, customer, market and user research and analytics

Designed and performed multi-channel nurturing and revenue growth programs to support sales activities across multiple channels (B2B and B2C)

Defined and assessed digital marketing operations effectiveness roadmap including people, systems, tools, processes and technology

Defined, managed and executed global customer centricity programs (e.g. customer hierarchy, segmentation, optimum marketing automation, digital strategy, cross-selling and up-selling, loyalty and nurturing programs)

Managed and designed all research and analytics activities for the group: online usage analytics, market research, customer understanding and competitive intelligence

Defined marketing technology roadmap to leverage automation and achieve efficiencies in a multi-product and multi-marketing environment

LexisNexis –(SaaS) Vice President Customer Discovery, Innovation, Strategic Marketing, 2012-2014

Managed a multi-scope team (60 people) within the marketing group as a shared service organization serving a large portfolio of legal content and analytical solutions (20+ products). Manages research and analysis; innovation programs; product roadmap prioritization and go to market strategies. Worked with internal partners in revenue opportunities and risks (retention, cross-selling, lead optimization).

Managed customer driven innovation program (from incremental benefits to radically new products and services)

Designed global marketing plan for the platform and all products deployed on it in order to provide the same experience across the globe

RELX Corporate Strategy- Global Head of Commercial Strategy & Analytics, 2010 – 2012

Led a corporate center of excellence supporting strategy and business development activities across five business units for the world leading information solutions group. Identified revenue generating activities, defining investment an M&A, new product roadmaps, managing product portfolio and decommissioning, improving customer experience and developing value proposition, branding strategies and marketing spend.

Defined customer retention and cross-selling programs in a maturing market and generated over $25 m revenue

Royal Bank of Scotland., London:

Strategy- Benchmarking, Research & Strategic Analysis Senior Director, 2008-2010

Created customer service strategy for the operations group which services over 35 million private customers and 9 million corporations across the globe.

ROYAL BANK OF SCOTLAND- Edinburgh – United Kingdom

Marketing Operations- Customer Experience Director, 2006-2008


Marketing Strategy Consultant, 2004-2006


Digital Marketing and Branding Executive, 2001-2003


Executive Program - Finance and Accounting – Columbia Business School USA (2015)

Executive Program - Strategy for Media Companies - Harvard Business School USA (2012)

PhD – Management and Statistics – University of Edinburgh – Management School UK (2009)

MS–Management and Marketing – University of Edinburgh – Management School (2004)

Research Postgraduate Certificate - Universidad de Navarra Spain (2003)

Bachelor Degree – Economics – Universidad de Navarra Spain (2002)

Bachelor Degree – Business Studies - Universidad de Navarra Spain (2001)


Digital Marketing Strategy Advisory Board Member, 2010 – Present MASLA Publicidad

Black Belt Lean Six Sigma – Royal Bank of Scotland;

Business Leadership Program – Reed Elsevier; Pragmatic Marketing Program – Reed Elsevier;

Management Essentials – Royal Bank of Scotland


English (bilingual); Spanish (bilingual); French (beginner); Italian (conversational)

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