Human Centric Innovator & Leader
Resume:
Edith
Sumaquial
Human Centric
Leader
Woodbridge, CA 95258
Linkedn
**************@*****.***
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Professional Experience ● 12+ years as a highly experienced and results-driven strategic business planning and client lead with a proven record of success in managing complex business goals and driving revenue growth.
● Skilled in developing and executing strategic full digital ecosystem marketing (DtC, e-commerce, sales and GTM initiatives for CPG brands) using analytics (performance analysis and optimization.)
● Extensive experience working with innovation products via A/B testing, prototyping, research and product trend forecasting.
● 10+ years in collaborating and managing cross-functional teams and building long-term client/customer relationships.
● 8+ years Skilled in developing and executing marketing strategies in earned media, content, social media, UGC and influencer relationships for CPG brands.
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Experience
Edith Sumaquial, LLC/ Fractional Chief Product Officer Oct 2024 - CURRENT
● End-to-end product development with focus on strategy and road mapping for new digital product to launch in a local market
● Business Relationship Management
● Strategic Planning: Product launch, Digital product growth, Marketing, Product Resourcing
● PR and local Communication for launch
● Local platform adoption strategy and in-person events
● Digital Product Growth- Creating 2-3 year Product Growth Plan (versions 1.0,2.0 and etc.)
● Analyze, forecast and recommend technical requirements, digital tools and team development
● Creates workflow processes
● Creates KPIs and milestones for success and scalability of the digital product
● Track and analyze data and usage
Elevate Dance Company, LLC/ Chief Executive Officer Jan 2016- CURRENT, Stockton, CA
● Voted #1 Performing Arts school in San Joaquin County
● 93% Brand Recognition in San Joaquin County
● 91% Retention rate of dancers since 2022
● 32% Acquisition rate of new enrollment since 2022
● Expanded business verticals to service full lifecycle of dance training
2020 Launched Elevate Dance Apparel retail and online (Body Positive Dance wear)
2024 Launched Elevate Dance Conservatory: Apprenticeship program for career training within the dance industry
● Strategic workforce planning: Assembled and retained 10+ employees with career training and development on education/instruction as well as business operations, community, marketing and retail
(in-store/online)
E & J Gallo Winery / Lean Six Sigma Black Belt 3/Change Management
February 2022-May 2023, MODESTO
● Led interdepartmental optimization process projects in Supply Planning, Operations, Sales, Digital Marketing and Wine & Grape Supply areas
● Strategized and solved digital solutions for Operations/Supply Chain employee process resulting in $2MM Savings via Kaizen project
● Facilitated & led efficiency project for Covid-19 Intake process redesign and IT requirements resulting in $5MM Savings via PDCA
(Plan/Do/Check/Act)
● Successfully increased quarterly accurate Good Receipts from 61% to 95% for the Procurement Dept. via LSS DMAIC
(Define/Measure/Analyze/Improve/Control) project
E & J Gallo Winery / Sr. Innovation Strategy Lead
January 2017- February 2022, MODESTO
● Experience Management & Business Development via e-commerce, in-person and third party apps by developing brand, sales, communication and business solutions through technology with human centric lens of full purchase cycle for B2B, B2C and DtC
● Concept/plan/execution of communications launch program for
“Gallovation” - E&J Gallo’s internal Innovation Team
● Change Management Initiative - Led Organization wide testing, analyzing, on-boarding and implementation to Microsoft Teams
● Implemented $1MM Revenue Generating DtC Consumer Journey heat mapping project - enabled ability to understand traffic in Louis Martini Tasting rooms
● Strategized and executed a Digitized POS tracking system (using Beacon technology) resulting in $250MM savings
● Rapid Iteration Testing, concepting and project managing proof of concept/test programs for sale, operations and marketing
E & J Gallo Winery / Digital Brand Manager
January 2014- December 2016, MODESTO
● Developed digital branding/sales presence through storytelling that best represents a brand on social channels, e-commerce, website, SEO/SEM and earned media..
● Cultivated strategic digital partnerships for other wine and spirits brands (Apothic, Viniq, EJ Brandy, William Hill, Louis Martini)
Gannett / Marketing Area Manager for DealChicken.com March 2012- April 2013, SACRAMENTO
● Business Development-Successfully brought Sacramento from lowest revenue market to the top 4 grossing revenue
● Analyzed market trends to guide earned media programming
● Excelled in Lead generation and media buying packages
● Reached our digital marketing goals for Sacramento by 120% in Period 5-12 and consistently hitting our marketing KPIs every period in 2012 and 2013
● Implemented social media marketing strategies nationally.
Sr. Online Content Producer/ Clear Channel Communications 2009- 2011, LOS ANGELES
● Doubled the page views for the A-Level events by social media and website content and engagement. (I.E. KIISfmWangoTango2010& Jingle Ball 2010-Digital Team Project Manager) Wango Tango 2009=630,396 page views to Wango Tango 2010=1,702,980 page views.
● Project & content manager for designers & web team on Promotional & Marketing campaigns, from development to post production.
● Analyze metrics and develop strategies to increase earned media traffic to our sites & social media platforms.
● Digital liaison & primary production contact with Programming & Marketing teams.
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Education University of Oregon / Bachelors of Arts Journalism & Communications & Photojournalism
Minor in Dance; Certificate in Film Studies
August 1998-June 2003, EUGENE, OR
IDEO U/ Certificate in Design Thinking Fundamentals January 2019-April 2019
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