Abraham Zavala

adb03x@r.postjobfree.com

Phone +1-305-***-****

+1-786-***-****

A results oriented multi - cultured business professional with a wide range of experience in Project Management of Digital/Traditional Marketing, Social Media, and Advanced SEO Projects

Fluent in English, Spanish, and Portuguese

Education:

-Master in Quality Management Universidad Camilo Jose Cela (Spain) 2015 – 2016

& Bureau Veritas

-ISO 9000 Internal Auditor Bureau Veritas 2016

-PMP Certification PMI In process

-QA / QSA Certification ISTQB In process

-Master in Marketing and

Digital Content Management Universidad Camilo Jose Cela (Spain) 2012 – 2013

& Bureau Veritas

-CQ 5.5 Authoring Training Adobe Training Services 2013

-Certificate in Online Marketing Bureau Veritas (Spain) 2012

Strategy 2.0 (80 hrs)

-Certificate in Advanced SEO Bureau Veritas (Spain) 2012

(50 hrs)

-Certificate in Marketing of Bureau Veritas (Spain) 2010

Services (50 hrs)

-Certificate in Business Instituto Tecnologico de Monterrey (Mexico) 2009

Administration (50 hrs)

-Degree in Law Universidad Iberoamericana (Mexico) 1992 -1996

Industry Specialization: Retail, Pharma, CPG, Telecomm, Financial, Food, and Automotive industries.

Functional Expertise: Marketing Mix, Integrated Marketing, Multi-Channel Marketing, Digital Marketing and Social Media, Brand Positioning Strategies, Product Placement Concepts, New Product Launches, Business Analysis, Project Management & Implementation, Multi-Channel Analytics, Business Web Services Solutions Definition and Implementation, Management of Requirements Cycle, Effective Communications, Building of Collaborative Relationship with client based on Effective Communications geared to deliver Excellence.

Career Highlights:

Executed ecommerce (Hybris / Magento) Kimbmarketing intelligence analytics to increase targeted online conversion rates by 30% for Kimberly Clark brands.

Creation and implementation of successful Social Media and Social Marketing strategies for KLMA in LATAM, Portugal, Spain, and Brazilian markets.

Creation of McDonalds POC for its current global e-Commerce strategy.

Designing and implementation of 360 integrated marketing strategies for Glaxo SmithKline in LATAM.

Designed analytics models to enable multichannel analytics and cross-channel customer level insights for GSK in LATAM.

Experience in enabling brads to build and validate multichannel business cases based on data, resulting in brands ownership and ongoing execution of ecommerce enhancements for Kimberly Clark brands.

Vast Experience (20+ yrs.) in implementation and creation of Customer Journey Mapping, Systems Validation, Business Analysis, Business Cases, Work-Flow Mapping, Digital Marketing & Social Media Strategies, Writing of BRD’s (Business Requirements Documentation),creation of Business Processes Flow, and subsequently project management for several fortune 500 companies in the Retail, Pharma, CPG, Telecomm, Food and Automotive industries.

Vast Experience (20+ yrs.) in creating B2B, D2C, B2C, and H2H integrated (Traditional, Digital, and Social Media) marketing strategies for brands in the Retail, Pharma, CPG, Financial, Food and Automotive industries.

Knowledge and Experience of industry standard methodologies like SDLC (Software Development Life Cycle), Agile (Scrum, Crystal, Kanban, etc.), Waterfall, ISO-9000, and ISO-21500, Six Sigma, and RUP (Rational Unified Analysis).

Experience in performing detailed GAP Analysis to identify inconsistencies in SDLC and Business Processes.

Vast experience in design and implementation of Digital Marketing & Social Media Strategies and campaign management.

Experience in the creation of a multichannel analytics solution for a top-tier telecommunications provider.

Vast experiences as a Digital Strategist for Digital Marketing & Social, Web Analytics, and Ecommerce project management.

Proficient in understanding the AS-IS and gathering TO-BE business Process requirements to create Functional Specifications document and Test Artifacts.

Managed ecommerce functional, and Digital Marketing/Social Media, projects creating intentional and consistent customer experiences for GSK, Kimberly Clark, AbbVie, KLMA, and other brands.

Development and implementation of cloud web services and Data Catalogue that resulted in improved efficiency and accelerated sales growth and profitability. One such strategy drove incremental sales growth of 150% in total sales for KLMA in LATAM.

Development and implementation of Business Web Services, as well as definition for Roles and Development of project Life Cycle, strategies for GlaxoSmithKline, AbbVie, Y&R, Sony, Television Pictures, AXN Channel, Warner Channel, Ford, etc.

Development and implementation of Social Media strategies and campaigns for Ford Motors Company in USA (Tier 2 and Tier 3 markets)

Special Skills and Training:

Languages: Spanish, Swedish, English, Portuguese, and Ladino.

Experience in creating and deployment of Digital Solutions for the Health Care and Pharma Industries according to FDA, ICRA, and ISO 9000 and ISO 27000 norms and regulations.

Experience in Project Management and Business Analysis of Digital Analytics, WCMS Migrations, e-Commerce, Digital Marketing, and Social Media Projects,

Experience and knowledge of Agile (Scrum, Crystal, Kanban, Extreme Development, etc.), Waterfall, ISO-9000, and ISO-27000, Six Sigma, and RUP (Rational Unified Analysis).

Experience in analyzing campaign results through Google Analytics, Adobe Analytics, Origami Logic and other tracking software, as well as in the creation and insertion of tracking tags (Omniture, Partnersoft, Promoserve, Adtech, Atlas, Bluestreak, Doubleclick/Dart, Google Ad Manager, OpenX, Smart AdServer, etc.).

Experience in implementation of Business Analysis, Client Journey Mapping, Systems Validation, User Cases, Business Cases creation, Writing of BRD’s (Business Requirements Documentation),creation of Business Processes Flow, Work-Flows, and subsequently project management for several fortune 500 companies in the Retail, Pharma, CPG, Telecomm, Food and Automotive industries.

Experience in html, CC, Java, reviewing of Blue Prints/Wire Frames, Adobe Photoshop, MS Project, Adobe Photoshop, Ad Report, Ad Expert, Ad Center, Ad Serving Software, Ad Target, Dart, Adobe Analytic, AEM, CQ5,AEM, Hearsay Social, Post Beyond, Bazaar Voice, etc.

Experience and knowledge of international business/negotiation and culture protocols

Experience and knowledge of auditing suppliers, CRM Systems, WCMS, Email Marketing Campaigns, and email privacy and CAN-SPAM compliance

Experience in Strategic Analysis, Email Campaigns, SEO, SEM, Digital Media Buying, Keyword Research and Analysis

Honors and Awards:

Graduated with honors from Master in Marketing and Digital Content Management in 2013, 1993 Tamaulipas State (Mexico) Judo Champion, 1994 Mexico’s National Judo Champion, 2nd place in Universidad Iberoamericana Stock Market Simulation Contest of 1994, 3rd Place in Universal History and Geography Contest celebrated by the city of Tampico and the Secretary of Education.

Work History

Cognizant 4/2018 – Present USA

Manager

Adobe Experience Manager Analytics Project Lead for RJR (British American Tobacco) Jan 2019 – Present

-Conducted AEM Analytics Audits and Reporting for Camel, Newport, Pall Mall, Doral, Misty, Capri, Natural American Spirit, Vuse, Velo, Grizzly, and Camel Snus and their e-commerce platforms and mobile app optimization

Disaster Recovery Project Manager Lead for Northern Trust Aug 2019 – Nov 2019

-Executed Tier 1 Cash Application MQ Database Isolation, providing subject matter expertise and innovative program solutions in emergency management, risk mitigation, contingency planning and disaster recovery

-Implemented Disaster Recovery Cash Application into new infrastructure environment, resulting in 100% retention of financial and transactional assets

Adobe Experience Manager Analytics Project Lead for Nike Feb 2019 – Jul 201

-Conducted AEM Analytics Audit and Reports for 3 e-commerce platforms, including Nike Elite, Nike Gameday, and mobile app optimization

-Exceeded expectation for all digital properties’ creation and efficiency, winning 6-month contract extension

Business System Analytics Manager for Extended Stay America Hotels Jan 2019 – Feb 2019

-Implemented AEM Adobe Analytics in all global digital properties

-Created BRD and SDR mobile and desktop sites in addition to mobile app, optimizing digital platforms and increasing new customer absorption

Digital Marketing and Analytics Manager for AbbVie Nov 2018 – Dec 2018

-Conducted Gap Analysis in conjunction with Digitas Health Agency for HCP sites

-Validated variables mapping document, resulting in Adobe Analytics implementation

Project Manager for Cambia Apr 2018 – Aug 2018

-Deployed PHI and PII Analytics project, resulting in inclusion of Adobe mapping solution

Kelloggs 11/2017 – 02/2018 Battle Creek, MI / Chicago, IL

Digital Delivery Lead / Project Manager

Accomplishments:

-Project Management and Deployment of Origami Project for Kellogg US and Kellogg Latin-American.

IS Business Analyst / Techno-Functional:

-Business System Analyst and Project Management for the deployment of Origami project for Kellogg US and Kellogg Latin-American.

-Analyzing roadmap of projects; drafting and maintaining a cross-reference matrix by business processes and technologies.

-Participate in solution evaluation and selection efforts for Origami project.

-Managing all phases of testing (unit, system and user acceptance), including drafting test plans, drafting test scripts, execute testing and coordinate user acceptance testing with business users.

-Responsible for managing project deliverables, including hands-on drafting/revisions, integrating stakeholder input into deliverables.

-Creation of Business Cases and User Stories for project

-Documenting and define digital project processes and flows.

-Definition and Implementation of Development of Project Life Cycle.

-Management of on-site and off-shore teams.

-Serving in the capacity of Product Owner for project (Project developed under Scrum Agile methodology).

-Prioritizing Needs, Keeping/Updating Product Backlogs, Acting as Primary Liaison between Stakeholders and Teams, Evaluating Product Progress at Each Iteration.

-Management of Requirement Process Cycle.

Marketing Role:

-Primary liaison between the IT and business areas providing direct support to assigned business area.

-Manage and track Origami project expectations with KUS and KLA business units.

-Working as part of Global IT Commercial Business Solution (Marketing) Team to delivery successful end to end implementation of Kellogg projects.

-Collaborate with Kellogg brand marketing teams to create the best marketing, social media, and social marketing strategies.

-Gaining consensus on aligning processes and technology to achieve strategic objectives.

-Management of team activities, with emphasis on developing appropriate project deliverables; for example, project definitions, RACI charts, action plans, statements of work, project plans, resource plans, risk management & mitigation, communication management, and kickoff presentations.

-Attend and contribute to challenging meetings & discussions with cross functional global representatives including sales and marketing professionals

-Help to manage the expectations of key stakeholders (i.e. balance their needs with wants and educate as appropriate).

-Responsible for ensuring that solutions are innovative and meet the data privacy, data security, and verification and validation requirements.

-Responsible for ensuring proper documentation is created for all projects, including and not limited to technical specifications and test cases.

-Timely preparations of professional communications with all stakeholders.

-Prepares project status updates, problem definition/resolution communications, project charts, tables and diagrams utilizing various tools.

-In charge of project governance and keeping of timelines and budgets.

Astellas 01/2017 – 12/2017 Chicago, IL

IS Business Analyst / Project Manager

Accomplishments:

-Business Analyst for Astellas Customer Engagement Transformation (CET) program. The CET program will consist of multiple IS projects relating to marketing campaign processing, sales force automation and data warehousing, as well as the integration of several BI tools like Silver Pop, Datapine, and SAS. I was also served as on-site lead for the analysis and Migration of AEM WCMS to .NET based WCMS.

IS Business Analyst / Techno-Functional:

-Business System Analyst of all CET projects.

-Provide support across the entire SDLC; including project analysis, business case and prioritization, solution evaluation and selection, requirements elicitation and management, functional design, application configuration, testing, training, deployment, support transition and post production support.

-Managing of all CETproject documentation; including drafting key project deliverables, solution request-for-proposals (RFPs), requirements specifications and testing scripts.

-Execution of System Validation for CET project.

-Creation of workflow for System Validation related to CET Project.

-Analyzing roadmap of projects; drafting and maintaining a cross-reference matrix by business processes and technologies.

-Facilitate business benefit reviews and draft project business cases.

-Participate in solution evaluation and selection efforts for CET project.

-Drafting requirements into Request-for- Proposals (RFP) specifications, point contact for vendors for questions and clarifications, consolidating RFP responses and facilitate evaluation scoring.

-Managing all phases of testing (unit, system and user acceptance), including drafting test plans, drafting test scripts, execute testing and coordinate user acceptance testing with business users.

-Support training team by providing both business requirements and system capability information.

-Responsible for managing project deliverables, including hands-on drafting/revisions, integrating stakeholder input into deliverables and managing project documentation repository (on SharePoint).

-Creation of Business Cases and User Stories for project

- Documenting and define digital project processes and flows. -Definition and Implementation of Development of project Life Cycle.

-Creation of BRD (Business Requirement Documents) for CET project.

-Creation of FRD (Functional Requirements Documents) for CET project.

-Management of on-site and off-shore teams.

-Conducts testing and follow up for e-marketing projects.

-Also perform appropriate IT infrastructure support services in support of CET changes and updates (i.e. server patches, main network updates,

OS and Middle ware updates like list server, Java, firewall etc.).

-Understands and leads department level projects or provides assistance to Program or Project managers on phases of a larger project

(Infrastructure updates, new applications).

-Timely preparations of professional communications with all stakeholders.

-Prepares project status updates, problem definition/resolution communications, project charts, tables and diagrams utilizing various tools.

-In charge of project governance and keeping of timelines and budgets.

-Managing of projects through Jira and MS Project

-Creation of test cases for VITALS, Veeva, ConneXion 360, Preference Center, etc.

-Serving in the capacity of Product Owner for project (Project developed under Scrum Agile methodology).

-Prioritizing Needs, Keeping/Updating Product Backlogs, Acting as Primary Liaison between Stakeholders and Teams, Evaluating Product Progress at Each Iteration.

-Management of Requirement Process Cycle.

Marketing Role:

-Primary liaison between the IT and business areas providing direct support to assigned business area.

-Responsible for training and compliance with applicable Corporate and Divisional Policies and procedures. Partner with assigned brands to

ensure projects comply with technical standards and Astellas Policies & Procedures, PPD Web standards, Corp Branding standards, and the

MRL/PMR review process.

-Collaborate with Astellas brand marketing teams to create the best marketing, social media, and social marketing strategies.

-Works directly with clients to apply IT and business knowledge and experience to formulate a timely IT solution for a business project Implementation and problem resolution.

-Gaining consensus on aligning processes and technology to achieve strategic objectives.

-Management of team activities, with emphasis on developing appropriate project deliverables; for example, project definitions, RACI charts, action plans, statements of work, project plans, resource plans, risk management & mitigation, communication management, and kickoff presentations.

-Defines IT expectations early in the process and liaison to the product team, interactive agency and resources throughout the project.

-Attend and contribute to challenging meetings & discussions with cross functional global representatives including sales and marketing professionals

-Help to manage the expectations of key stakeholders (i.e. balance their needs with wants and educate as appropriate).

-Work collaboratively with business partners and IT business managers to assess requirements to the proposed technical architecture solutions of CET.

-Responsible for ensuring that solutions are innovative and meet the data privacy, data security, and verification and validation requirements.

-Responsible for ensuring proper documentation is created for all projects, including and not limited to technical specifications and test cases.

Baxalta / Baxter / Shire 05/2016 – 12/2016 Chicago, IL

Project Manager & Business System Analyst

Accomplishments:

-Project Management of Baxalta/Shire myPKFiT medical mobile device for the Nordic Countries, Japan, Taiwan, Malaysia, Slovenia, Slovakia, and Mexico geographical markets and the following environments iOS, Android, Windows 10 Mobile, and Windows 10 Desktop.

Project Management / Techno-Functional:

-Project Management of all digital Baxalta e-Business solution, as well as other digital marketing projects.

-Project Management of myPKFiT medical mobile device for the Nordic Countries, Japan, Taiwan, Malaysia, Slovenia, Slovakia, and Mexico geographical markets.

- Use of PhraseApp automated translation tool for myPKFiT project assigned geographies.

-Creation of Business Cases and User Stories for project.

-Execution of System Validation and Test Scripts to test myPKFiT project.

- Documenting and define digital project processes and flows. -Definition and Implementation of Development of project Life Cycle.

-Creation of BRD (Business Requirement Documents) for myPKFiT project.

-Creation of FRD (Functional Requirements Documents) for myPKFiT project.

-Management of on-site and off-shore teams.

-Conducts testing and follow up for e-marketing projects.

-Also perform appropriate IT infrastructure support services in support of GIS changes and updates (i.e. server patches, main network updates,

OS and Middle ware updates like list server, Java, firewall etc.).

-Understands and leads department level projects or provides assistance to Program or Project managers on phases of a larger project

(Infrastructure updates, new applications).

-Timely preparations of professional communications with all stakeholders.

-Prepares project status updates, problem definition/resolution communications, project charts, tables and diagrams utilizing various tools.

-Preparation and Management of IO’s status reports, project issue resolution summary reports.

-Developing of innovative methods and solution services that are competitive across industry and digital marketing, social media, and social

Media landscapes.

-In charge of project governance and keeping of timelines and budgets.

-Implementation of myPKFiT Medical Mobile Device WebServices database (AWS cloud based)

-Managing of projects through Jira and MS Project.

-Serving in the capacity of Product Owner for project (Project developed under Scrum Agile methodology).

-Prioritizing Needs, Keeping/Updating Product Backlogs, Acting as Primary Liaison between Stakeholders and Teams, Evaluating Product Progress at Each Iteration.

-Management of Requirement Process Cycle.

Marketing Role:

-Primary liaison between the IT and business areas providing direct support to assigned business area.

-Collaborate with Baxalta brand marketing teams to create the best marketing, social media, and social marketing strategies.

-Enhancement of branding projects though creation and implementation of social marketing strategies through different platforms.

-Develop and implement all digital projects, coordinating with stakeholders across Baxalta digital properties and landscape.

-Works directly with clients to apply IT and business knowledge and experience to formulate a timely IT solution for a business project

Implementation and problem resolution.

-Gaining consensus on aligning processes and technology to achieve strategic objectives.

-Management of team activities, with emphasis on developing appropriate project deliverables; for example, project definitions, RACI charts, action plans, statements of work, project plans, resource plans, risk management & mitigation, communication management, and kickoff presentations.

-Defines IT expectations early in the process and is the liaison to the product team, interactive agency and all GIS resources throughout the

Project.

-Responsible for training and compliance with applicable Corporate and Divisional Policies and procedures. Partner with assigned brands to

ensure projects comply with technical standards and Baxalta Policies & Procedures, PPD Web standards, Corp Branding standards, and the

MRL/PMR review process.

-Responsible for assisting in the resolution of Corrective Action and Preventive Action (CAPA) or product complaints (as applicable) to mobility apps deployed to the general public.

-Attend and contribute to challenging meetings & discussions with cross functional global representatives including sales and marketing professionals

-Help to manage the expectations of key stakeholders (i.e. balance their needs with wants and educate as appropriate).

-Work collaboratively with business partners and IT business managers to assess the mobility requirements to the proposed technical architecture solutions. Responsible for ensuring that solutions are innovative and meet the data privacy, data security, and verification and validation requirements.

-Responsible for ensuring proper documentation is created for all projects, including and not limited to technical specifications and test cases.

-Responsible for verifying mobile apps solutions are created in accordance with Baxalta’s Information Protection Policies and Standards, as well as best Information Protection practices.

-Campaign optimization thru use of Veeva CRM.

AbbVie 11/2015 – 5/2016 Chicago, IL

Product Owner / Project Manager & e-Business Technologist

Accomplishments:

-Webservices Migration to AWS of ZemPro Mobile Medical Device Application

-Creation of User Story and Sitemap for Patient Tracker Mobile Medical Device Application (Beta Version)

-Creation of the Postoperative Cognitive Dysfunction Mobile Medical Device Application (Beta Version)

-Update of all AbbVie’s digital properties in GWSR to support the environments of Android,

Project Management / Techno-Functional:

-Project Management of all digital AbbVie e-Business solution, as well as other digital marketing projects.

-Management of on-site and off-shore teams.

-System Validation Execution for all the projects managed.

- Documenting and define digital project processes and flows. -Definition and Implementation of Development of project Life Cycle.

-Creation of BRD (Business Requirement Documents)

-Creation of FRD (Functional Requirements Documents)

-Conducts testing and follow up for e-marketing projects.

-Reviews and approves in ePass the PPD e-marketing projects in a timely manner. Review, develop and document in ePass the preliminary

Findings for all eMarketing projects as well as any infrastructure modifications necessary to support the new projects.

-Complete e-marketing project initial review within CIA time table and support Validation Team on testing execution to accomplish project

Deliverable date.

-Also perform appropriate IT infrastructure support services in support of GIS changes and updates (i.e. server patches, main network updates,

OS and Middle ware updates like list server, Java, firewall etc.).

-Understands and leads department level projects or provides assistance to Program or Project managers on phases of a larger project

(Infrastructure updates, new applications).

-Timely preparations of professional communications: Client

-Prepares project status updates, problem definition/resolution communications, project charts, tables and diagrams utilizing various tools.

-Preparation and Management of IOI’s status reports, project issue resolution summary reports.

-Developing of innovative methods and solution services that are competitive across industry and digital marketing, social media, and social

Media landscapes.

-Documenting and define digital project processes and flows. -Definition and Implementation of Development of project Life Cycle.

-In charge of project governance and keeping of timelines and budgets.

-Creation of Business Cases and User Stories for project.

-Managing of projects through Jira and MS Project.

-Management of Requirement Process Cycle.

Marketing Role:

-Primary liaison between the IT and business areas providing direct support to assigned business area.

-Collaborate with AbbVie brand marketing teams to create the best marketing, social media, and social marketing strategies.

-Enhancement of branding projects though creation and implementation of social marketing strategies through different platforms.

-Develop and implement all digital projects, coordinating with stakeholders across AbbVie digital properties and landscape.

-Works directly with clients to apply IT and business knowledge and experience to formulate a timely IT solution for a business project

Implementation and problem resolution.

-Gaining consensus on aligning processes and technology to achieve strategic objectives.

-Management of team activities, with emphasis on developing appropriate project deliverables; for example, project definitions, RACI charts, action plans, statements of work, project plans, resource plans, risk management & mitigation, communication management, and kickoff presentations.

-Defines IT expectations early in the process and is the liaison to the product team, interactive agency and all GIS resources throughout the

Project.

-Responsible for training and compliance with applicable Corporate and Divisional Policies and procedures. Partner with assigned brands to

Ensure projects comply with technical standards and AbbVie policies & Procedures, PPD Web standards, Corp Branding standards, and the

MRL/PMR review process.

- Use of the next digital tools Site Catalyst/web trends (web traffic), Maintaining web registration database, Marketo, Monitor and manage all appropriate eMarketing queue, ePass (annotations, approvals, and process improvement), VA SharePoint site, etc.

-Collaborating with AbbVie Marketing Department to optimize Marketing KPI’s thru the use of Veeva / SalesForce.

Kimberly-Clark 11/2014 – 11/2015 Neenah, WI

D2C Global e-commerce Solution Project Manager / Digital Producer

Accomplishments:

-Optimization of KC’s analytics through the implementation of Tealium (Dynamic Tag Management System)

-Optimization of KC’s analytics reports through the creation of data-noise free report to address BI needs of KC brands

-Implementation KC’s D2C Global e-Commerce solution.

-Execution of Quality Audit in conjunction with the external auditors of KC’s D2C Global e-Commerce (includes Point of Sales and Credit Card Payment Processing)Solution project.

-Migration of KC’s D2C North America Digital Properties from Desktop and Mobile sites into a unified responsive design site.

Project Management / Techno-Functional:

-Project Management of Kimberly-Clark OMS global e-commerce solution (Hybris / Magento), as well as other digital marketing projects for Kimberly-Clark brands (AWS cloud based solution).

-Management of on-site and off-shore teams.

- Documenting and define digital project processes and flows. -Definition and Implementation of Development of project Life Cycle.

-Creation of BRD (Business Requirement Documents).

-Creation of FRD (Functional Requirements Documents)

-Optimization of Kimberly Clark analytics through implementation of Tealium tag management tool, as well as improving the reporting by cleaning it from data-noise.

-Develop and implement all digital projects, coordinating with stakeholders across Kimberly-Clark global digital properties and landscape.

-Gaining consensus on aligning processes and technology to achieve strategic objectives.

-Management of team activities, with emphasis on developing appropriate project deliverables; for example, project definitions, RACI charts, action plans, statements of work, project plans, resource plans, risk management & mitigation, communication management, and kickoff presentations.

-Experience in manage & challenge all stake holders on scope & time of deliverables to assure project quality.

-Developing of innovative methods and solution services that are competitive across industry and digital marketing landscape.

-Documenting and define

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