Marketing Specialist Digital

LENA SKEDDLE

Bilingual Marketing Specialist

Phone: 412-***-**** Email: ***********@*****.*** Location: Pittsburgh, PA LinkedIn: https://www.linkedin.com/in/lenaskeddle/ Professional Summary

Experienced and results-driven Bilingual Marketing Specialist (Portuguese & English) with a degree in Marketing and a strong focus on digital marketing. Brings over 20 years of experience in developing digital strategies, creating engaging content, and growing online communities. Successfully scaled a brand to over 700K followers and generated more than 5 million monthly views across social platforms. Proven track record in leading high-impact campaigns, managing influencer partnerships, and launching loyalty programs. Skilled in performance optimization, social listening, and cross-functional collaboration. Passionate about using digital platforms to build authentic brand connections and drive measurable results. U.S.-based and available for hybrid or remote opportunities. Education

MBA in Supply Chain Management – Federal Fluminense University (UFF), Brazil, 2009

Bachelor’s Degree in Marketing – Centro Universitário da Cidade, Brazil, 2007 Professional Experience

Utilicasa, USA – Marketing Specialist (Remote Contractor) Oct 2024 – Present

(Leading retailer specializing in home products with a chain of 50 stores in Rio de Janeiro, Brazil)

Provide remote support from the U.S., managing calendars (executive and content), handling communication, tracking KPIs, and keeping projects on track.

Use Google Workspace, Trello, Canva Pro, Monday, and Notion to manage administrative and creative workflows.

Produced digital content and scripts for Facebook, Instagram, and TikTok, reaching over 5 million monthly views and reinforcing brand storytelling.

Led a content team and developed visual merchandising guidelines to improve presentation and keep the brand consistent.

Executed seasonal campaigns based on trends and insights, boosting audience engagement and increasing brand visibility.

Managed Meta Ads with A/B testing and performance analysis to optimize targeting and maximize ROI.

Monitored real-time trends and audience sentiment in real time to guide agile content planning.

Collaborated across teams to launch loyalty initiatives and community activations, aligning content with strategic business goals.

Rio Home, USA Social Media & Administrative Manager (Remote – Contractor) Aug 2023 – Present

(Home goods importer serving over 1,000 retailers, wholesalers, and eCommerce platforms across Brazil)

Scaled the brand’s digital presence by building a B2B community of 6K+ followers and boosting nationwide engagement through trend-driven content and video assets.

Led Meta Ads campaigns with optimized creatives and precise targeting, attracting qualified B2B leads and delivering ROI.

Applied consumer behavior insights to refine acquisition strategies and content plans, based on performance KPIs.

Developed marketing kits and trade show materials to reinforce brand identity and support wholesale sales growth.

Coordinated vendors, internal teams, and project timelines to ensure on-time delivery of campaigns and deliverables.

Managed remote schedules, campaign planning, and documentation, while supporting brand leadership with reports and presentations.

Utilicasa, Brazil – Marketing Coordinator Mar 2012 – Jun 2022

(Leading retailer specializing in home products with a chain of 50 stores in Rio de Janeiro, Brazil)

Scaled brand's social presence from 0 to 700K followers on Instagram and Facebook through organic growth strategies.

Executed TikTok and Instagram campaigns that increased customer interaction and sales.

Coordinated marketing across 50 stores with over 500 employees, driving a 15% increase in revenue.

Led influencer partnerships and digital activations to strengthen brand authority.

Led the creation of a wedding registry landing page from concept to launch, including content strategy, copywriting, visual direction, and user flow.

Developed in-store visual merchandising strategies to align with digital campaigns, enhancing product visibility and boosting conversion at the point of sale.

Managed e-commerce content, order fulfillment, and online customer service.

Analyzed campaign data to improve ad performance and customer acquisition.

Monitored social mentions and trend-based engagement to maintain cultural relevance.

Delivered quarterly campaign reports and aligned content with audience preferences and performance.

JC Marketing, Brazil – Marketing Coordinator Jul 2008 – Mar 2012

(Advertising agency specializing in retail, serving over 20 chains)

Managed multiple retail client portfolios, serving as daily liaison and delivering timely campaign execution aligned with business objectives.

Coordinated 360 marketing strategies integrating traditional and digital media across TV, radio, print, and online platforms.

Collaborated with creative teams and vendors to track deliverables, budgets, and timelines across concurrent client projects.

Delivered performance reports with actionable insights based on market research, campaign metrics, and consumer behavior.

Participated in early-stage social listening to inform campaign messaging and foster audience connection.

Aligned all campaign efforts with client goals, delivering consistency across internal and external communications.

Oficina Brasil, Brazil – Procurement Specialist Jul 2003 –Jul 2008

(Specialized automotive service chain with 100 stores across Brazil)

Optimized inventory and purchasing to reduce operational costs across 100+ service locations.

Implemented ERP systems, cutting excess stock and improving demand forecasting.

Negotiated supplier contracts to reduce lead times and improve pricing.

Aligned purchasing, logistics, and planning for greater delivery efficiency.

Drove operational improvements that lowered waste and improved budget control.

Collaborated cross-functionally to ensure availability of parts and products nationwide. McDonald's Corporation, Brazil – Marketing & Operations Manager Jun 2000 –Jun 2003

Led 20-person team to deliver fast, high-quality service and customer satisfaction.

Reduced food waste and costs via better portion control and standards compliance.

Increased upsell opportunities with strategic placement of merchandising materials.

Oversaw campaign implementation, delivering messaging consistency across team shifts.

Trained staff to improve onboarding, communication, and operational efficiency.

Supported rollout of national promotions, contributing to store-level performance gains.

Improved store layout and product displays through strategic merchandising, increasing customer engagement and satisfaction.

Certifications

Marketplace Management – Mercado Livre, 2021

People Management & Neuroscience – IBMEC, 2017

Online Business Planning & e-Commerce – FGV University, 2012

Market Research – ABEP, 2012

Skills

Digital Marketing Strategy & Content Creation: Expertise in multichannel campaigns, content strategy, Reels editing, and TikTok content tailored to Gen Z consumer trends.

Social media & Influencer Marketing: Skilled in Meta Suite, community engagement, influencer campaigns, paid media (Meta Ads, Google Ads), and creative briefing.

Customer Journey & CRM: Proficient in customer journey mapping, loyalty and acquisition programs, email marketing, and SEO & CRM tools.

Analytics & Reporting: Experienced in KPI tracking, performance analytics, social listening tools, and Google Analytics for data-driven decision-making.

Project & Budget Management: Strong background in project coordination, trade show marketing, budget oversight, and cross-functional collaboration.

Tools & Platforms: Trello, Notion, Canva, ChatGPT, Veo-3. Ai, Google Suit and Analytics and other digital productivity tools.

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