Project Management Product Marketing

Marcelo Molina

Miami, FL

ad5tx8@r.postjobfree.com 786-***-****

Strategic Marketing Leader Driving Business Growth & Brand Excellence

Dynamic and results-oriented Senior Marketing Professional with a robust background in driving impactful marketing strategies to enhance brand presence and drive business growth. With extensive experience spanning diverse industries, including healthcare, technology, and logistics, there is a proven track record of success in spearheading product marketing initiatives, project management, and strategic communications. Skilled in developing comprehensive go-to-market strategies, managing cross-functional teams, and optimizing marketing channels to achieve organizational objectives. Proficient in leveraging market research insights to develop targeted messaging and positioning strategies, while also adept at analyzing performance metrics to drive continuous improvement. Adept at navigating complex challenges and fostering collaborative relationships across departments to ensure the successful execution of marketing initiatives. With a Master of Business Administration (MBA) and certifications in Lean Six Sigma and social media marketing, equipped with the knowledge and skills to drive impactful marketing campaigns and deliver measurable results. Fluent in both English and Spanish, brings a global perspective and effective communication skills to drive success in any team or environment.

Skill Areas: Product Marketing Strategic Communications Project Management Brand Management Market Research Marketing Strategy Development Digital Marketing Content Management Budget Management Team Leadership Sales Enablement Marketing Automation Campaign Management Market Analysis Customer Relationship Management (CRM) Competitive Analysis Media Planning Event Marketing Brand Activation Public Relations Advertising Social Media Marketing Data Analysis Creative Development Multicultural Marketing

PROFESSIONAL EXPERIENCE

VELOSIO, Dublin, OH (Mar 2022 - Present)

Product Marketing Manager

Developed positioning and messaging statements tailored to resonate with target customer personas.

Documented the buyer’s journey process, including journey mapping to understand where customers obtain information and the decision-making factors.

Collaborated with sales, marketing, and solution development teams to define success metrics, revenue goals, timelines, and budgets to retain existing customers and acquire new ones.

Spearheaded the development and execution of marketing strategies and programs, including crafting key messaging and positioning for primary products adaptable across various marketing channels.

Conducted monthly and quarterly presentations to key stakeholders, outlining project and campaign processes, incorporating new insights from internal research, customer feedback, and competitive analysis.

Worked closely with product and R&D teams to identify key features, support go-to-market launches, and analyze competitive data to ensure messaging reflected key differentiators.

InComm, Atlanta, GA (May 2021 - Feb 2022)

Marketing Project Manager

Planned, created, and executed marketing communications programs and campaigns, overseeing tasks, budget, and timelines across various channels, including Content Management System, Customer Relationship Management, and Marketing Automation.

Provided leadership to marketing and sales team members, managing and prioritizing the overall project workload, and conducted weekly team status calls.

Collaborated with departments such as eCommerce to develop integrated digital marketing strategies, leveraging in-depth analysis of past sales and market trends.

Optimized the media mix to drive maximum growth of new customers and increase retention of existing customers with maximum efficiency.

Analyzed performance and attribution data, synthesizing insights to develop appropriate action plans based on conclusions drawn.

Coordinated all communication efforts, including emails, webinars, and podcasts, managed timelines, and measured results for continuous improvement.

Ryder Systems, Miami, FL (Aug 2020 - Apr 2021)

Marketing Manager

Supported the development of marketing plans and executed comprehensive go-to-market (GTM) strategies and tactics for the assigned segment's product portfolios.

Assisted in the strategic planning for specific markets, verticals, and products, involving fully integrated executions across digital, advertising, content, events, and earned media, with clearly defined market goals and financial objectives.

Contributed to the development of sales tools and marketing collateral, including digital initiatives and other creative elements in Workfront, aimed at facilitating sales understanding of product offerings and key positioning.

Spearheaded the creation and development of product marketing efforts, integrating and differentiating the company’s offerings in the market.

Collaborated with internal and external teams to help build brand perception, conducted research, tracked progress, and prepared reports to support marketing initiatives.

OMNI DIRECT, Miami, FL (Dec 2019 - Jun 2020)

Senior Account Executive

Led marketing initiatives as the primary liaison between top clients and the internal team, delivering large-scale and ROI-based marketing programs while overseeing a $35MM budget.

Collaborated with internal media and marketing departments to manage, analyze, and present media and sales data, ensuring regular ROI reporting, assessing call center and media buying effectiveness, and overseeing the development and execution of creative collateral, branding, and media strategies.

Supervised a team in the development and implementation of national, regional, and local traditional media campaigns.

Developed, presented, implemented, and optimized media plans, strategies, and tactics to client senior and field management, regional outlets, and other stakeholders.

Managed paid strategy, adjusting creative, distribution, flighting, and spend as needed to achieve maximum results with minimum investment.

Established a high-performing Salesforce/CRM team and effectively managed systems-related projects and initiatives, ensuring timely completion within budget constraints.

Baptist Health South Florida, Miami, FL (May 2018 - Dec 2019)

Senior Marketing & Communications Specialist

Built and maintained partnerships with brand teams and agency partners, serving as the day-to-day liaison for effective collaboration.

Directed all marketing and communications efforts, including comprehensive marketing campaigns, media relations/brand journalism, internal communications, collateral production (internal and external), case studies, webinars, and brand activation for events and implementation.

Took charge of creating, developing, and implementing proactive and integrated advertising plans to support the organization's industrial marketing and commercial operations goals.

Provided strategy and implementation support for guerrilla marketing efforts, extending brand recognition across South Florida.

Initiated and oversaw the launch of a podcast called Health Talk, which garnered over 100K streams in the first three months.

Spearheaded the digital transformation of the organization, leading to the digitalization of the entire department. This initiative resulted in the pineapple app being downloaded 2.5K times, while simultaneously reducing costs by 35% and increasing website traffic by 120%.

Jackson Health System, Miami, FL (Oct 2014 - May 2018)

Marketing Specialist

Managed the day-to-day content and creative development process for advertisements across various platforms, including print, radio, TV, video, outdoor, and online, as well as direct mail, newsletters, and collateral material for designated Jackson Health System programs and service lines.

Developed and implemented advertising and marketing media plans aimed at achieving the organization's short- and long-term goals.

Effectively managed relationships with advertising and PR agencies, vendors, and the marketing operating budget to ensure efficient utilization of resources.

Developed and activated local media promotions/events to leverage the brand and maximize activity in the respective market.

Launched a new program across digital media platforms, resulting in a 30% increase in customers and a 25% boost in sales.

RDP AGENCY, LLC in Miami, FL (Dec 2012 - Dec 2014)

Sales and Marketing Manager

Took charge of all analytical tasks related to the website, including the creation and maintenance of sales funnels for web sales.

Successfully acquired new accounts through direct and strategic marketing and sales campaigns.

Redesigned advertising and online marketing campaign schedules and channels, resulting in increased cost-effectiveness and repetition of marketing messages.

Managed both inbound and outbound marketing and sales campaigns to generate new business and support partner and sales teams.

Organized and managed RDP's participation in industry conferences, peer-to-peer workshops, regional events, exhibits, and trade shows.

Developed new digital campaigns that significantly increased online engagement by a factor of 10 while reducing costs by 20%.

SECURE WRAP, Miami, FL (Jul 2009 - Nov 2012)

Marketing Coordinator

Managed multiple marketing programs simultaneously, overseeing the entire process from conceptualization to execution, ensuring timely delivery of all elements for the U.S. and Latin America markets.

Supervised the daily operations of the call center and directly managed a team of 5 staff members.

Developed an action plan program to collaborate with over 100 travel agencies in the United States, fostering strategic partnerships and expanding market reach.

Designed and created marketing collateral for various purposes, including sales meetings, trade shows, and executive presentations, ensuring consistency in brand messaging and visuals.

Played a lead role in pitch team meetings, contributing significantly to the successful closure of major accounts with initial contracts ranging from $500K to $1M+.

Collaborated with over 20 franchisees to develop customized marketing plans tailored to their specific needs, driving customer acquisition and assisting them in achieving their business objectives.

PROFESSIONAL DEVELOPMENT & CREDENTIALS

MBA, Business Administration Florida International University, Miami, FL

Bachelor of Arts, Marketing Florida International University, Miami, FL

Trainings:

Lean Six Sigma Yellow Belt

Master’s in social media, Google, and Facebook Marketing

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