Marketing Manager Senior

Alexandra Rodriguez-Vazquez

Tampa, FL 617-***-**** *********.*********-*******@******.*****.***

LinkedIn: alexandra-rodriguez-vazquez

Senior Marketing Manager

Passionate, strategic, insights, and results-driven marketer with 9+ years of proven track record of executing tactical go-to-market innovative 360 campaigns that deliver growth and enhance customer engagement.

Competencies

Omni/Shopper Marketing Multicultural Marketing Brand Marketing Trade Marketing P&L Management Financial Acumen Mentorship Leadership Team Building Bilingual in Spanish Conversant in Italian

Work Experience

Kellanova, (formerly Kellogg Company) Tampa, FL August 2023 - May 2024

Cultural and Inclusive Marketing Manager (Remote)

Spearheaded a multicultural marketing program, Cultural Moments.

Created a turn-key toolkit to drive incremental Omni-commerce opportunities for Earth Month, Mother’s Day, Asian American Pacific Islander Heritage Month, and Hispanic Heritage Month; +$1M in incremental sales and estimate an average of $4.25 ROAS.

Orchestrated a collaboration with Pringles and Jarritos brands to promote a new way to eat Pringles (Food Truck partnership at Omni-Commerce retailers) through 360 marketing programs; HEB: saw an average $ growth of 105% at 16 stores; Stater Bros: saw 54 events, 171 additional endcaps, and incremental sales +369.9%.

Catalysed key Brands to move forward in culture through more than 25% multicultural activations, +50% increase in multicultural spending, +2% improved concept testing/ads amongst diverse consumers, & $2M in investments in new capabilities.

Kellogg Company, Tampa, FLApril 2020 - July 2023

Omni-Commerce/Shopper Marketing Manager, Publix & Albertson’s Safeway

Initiated US Hispanic opportunity at Albertsons and spearheaded first-ever Omni evergreen multicultural marketing program to drive Hispanic consumption and drove $500K in incremental sales, an overall 12.7% sales lift, and $4.78 ROAS.

Executed new occasion-based programming across the National Grocery Channel; helped lead the overall development of the Let’s Breakfast Together program; Publix saw a 16% sales lift; +1,603 incremental displays and $1.5M in NSV.

Collaborated with the Albertsons’ and Kellogg’s Philanthropy team on successful No Kid Hungry programs; saw 10% retail growth YOY of $1M in sales and 1,310 incremental displays.

Newell Brands, Atlanta, GAMay 2017 – April 2020

Associate Manager, Brand Activation, Ball®, Fresh PreservingAugust 2018 - April 2020

Engineered the Merchandising Display offering; economized $300K in overall corrugate costs by introducing 3 all-in-one solution offerings to capture new entrants into the category and achieved $11M in invoice sales across retailers.

Led the Digital and Consumer Promotions of the 1st ever Integrated Marketing Campaign, driving 60M Impressions, 557K clicks, and 2.3M views and amplified sales by 2.5%.

Alexandra Rodriguez Vazquez 617-***-**** Page 2

Associate Manager, Trade Strategy, Foodsaver® Vacuum SealingMay 2017 - August 2018

Delivered retailer-specific Playbooks and devised overall Go-To Market Strategy on the FoodSaver® Brand across Mass, Club, Department & Specialty retailers to successfully sell in innovation; delivered overall invoice sales of $212M.

Determined retailer-specific optimal assortment and pricing strategy with promotional merchandising tactics to help drive overall sales and expand the category by 3.5%; incorporated an entry point Appliance at Bed Bath & Beyond to attract new entrants into the category and drove incremental sales of $18M.

Biolab, Inc., KIK Custom Products, Lawrenceville, GA August 2015 - May 2017

Associate Brand Manager, Clorox® Pool and Spa™

Directed launch of new products for the Clorox® Pool and Spa™ portfolio; introduced 5 new and exclusive products including Salt Essence™ sub-brand (Salt Pool Products) for Walmart nationally, gained brand footprint in 40 states and exclusivity at BJ’s Wholesale Club.

Spearheaded CRM and push notification capabilities on exclusive “Clorox®” Pool App; empowering individuals to test and treat their pool, with an average of 3.5-star ratings and 50K downloads.

Johnson & Johnson Vision Care, Jacksonville, FL June 2014 – August 2014

Associate Brand Manager Intern, ACUVUE® Brand Contact Lens

Repositioned ACUVUE®’s legacy $64 MM brand by creating a go-to-market business strategy to stabilize the brand and retain 85% of wearers within the ACUVUE® Reusable Lenses Portfolio

Led cross-functional meetings with over 45 key decision-makers, analysed and tested positioning concepts for 20+ Eye Care professionals generating meaningful insights leading to the creation of the Brand’s revitalized Market Communication Strategy within the US and Global Teams

Financial Sales Experience Boston, MA

Columbia Threadneedle 2008 - 2013

Regional Sales Director

Strategic Financial Partners (New England Financial)

Financial Advisor

Ameriprise Financial

Financial Advisor

Education

M.B.A; Brand Marketing

EMORY UNIVERSITY

Atlanta, GA

IMPACT (Goizueta Marketing Strategy Consultancy): Led research and presented a successful go-to-market positioning model for the expansion of Cinnabon (Focus Brands) in India; won 1st place in written report.

B.A., Economics

BOSTON COLLEGE

Boston, MA

Semester Abroad: International Business at Universitá Comericale Luigi Bocconi

Milan, Italy

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