Category & Brand Marketing Leader

KAREN DIAZ

754-***-**** *************@*****.*** Miami–Fort Lauderdale Area LinkedIn

CATEGORY & BRAND MARKETING LEADER

CATEGORY STRATEGY GO-TO-MARKET STRATEGY PRODUCT MARKETING LATAM COMMERCIALIZATION PROFESSIONAL SUMMARY

Accomplished product marketing strategist, analytics-led growth driver, and LATAM-focused brand builder with over 15 years of success delivering end-to-end category, lifecycle, and go-to-market execution across global portfolios. Demonstrated excellence in launching high-impact product collections, accelerating qualified lead generation, expanding market share, and strengthening brand visibility across channels through advanced analytics, structured reporting. Proficient at translating data, market intelligence, and customer insight into actionable strategies spanning product launches, pricing and promotion, digital marketing, sales enablement, and portfolio optimization. Known for partnering with global and regional teams, managing budgets and vendor funding, strengthening retail and e-commerce performance. SIGNATURE STRENGTHS

Commercialization & Stage-Gate Launches ~ SKU Rationalization ~ Pricing Strategy & Margin Management Vendor MDF & Co-Op Fund Management ~ Financial Modeling & Business Case Development ~ KPIs Reporting Promotional Strategies ~ Trade Marketing Retail & E-Commerce ~ Bilingual Marketing Execution (English–Spanish) Consumer Insights Analysis ~ Sales Enablement & Selling ~ Product Lifecycle (CPG) & Multicountry Brands Execution Forecasting & Demand Planning ~ Annual Operating Plans ~ Category Strategy Development ~ Portfolios Optimization PROFESSIONAL EXPERIENCE

Associate Marketing Manager, O&R (Coleman, Contigo & Bubba) Newell Brands – Boca Raton, FL Oct 2024 – Dec 2025 Recruited to advance category strategy execution across O&R portfolio, overseeing in-store and e-commerce performance throughout LATAM markets. Entrusted with coordinating closely with global marketing, local commercial teams, and Brand Finance. Scope included innovation enablement, pricing and promotion alignment, SKU optimization, category storytelling and performance analytics, supported by syndicated data and market insights from multiple LATAM countries.

• Orchestrated the launch of the Contigo SALT beverage collection, contributing to a 10% increase in LATAM sales.

• Directed category and brand strategy, strengthening retail and e-commerce presence, and sustained portfolio growth.

• Bridged global and regional marketing teams, converting competitive insights into innovation and launch execution.

• Executed a co-marketing campaign in partnership with Netflix for the launch of Stranger Things, adapting campaign assets for Chile, Argentina, and Brazil, and launched two new Coleman product bundles in the Mexico market.

• Evaluated competitive landscapes, shopper behavior, and purchase trends to refine positioning, go-to-market strategy.

• Enabled annual planning, budgeting, and forecasting by identifying category risks and growth opportunities.

• Optimized assortments through SKU rationalization initiatives and category playbook development while delivering executive-ready reporting to leadership, supporting decision-making in category performance and volume drivers.

• Constructed financial analyses and innovation business cases, partnered with Brand Finance for pricing strategy, promotional cadence, and margin targets and produced sales decks, launch toolkits, and commercialization materials. Senior eCommerce Category Manager, SW Corp – Miami, FL Feb 2024 – Oct 2024 Selected to lead e-commerce category strategy with accountability for spend optimization, growth planning, supplier performance, and marketplace execution. Responsibilities spanned supplier negotiations, new product sourcing support, platform management, aligning pricing strategy, and forecasting, analytics and performance reporting to senior leadership.

• Drove a targeted pricing and promotion strategy that resulted in a 10% increase in market share.

• Defined category strategies that improved spend efficiency, competitiveness, and overall e-commerce category growth.

• Managed the Walmart partner program within the Home category, overseeing assortment and partner coordination.

• Interpreted market trends, consumer behavior, and competitor activity, and owned category plans and roadmaps.

• Negotiated supplier pricing, contract terms, and cost structures to protect margin and competitive positioning.

• Leveraged advanced analytics to monitor performance, generate accurate forecasts, and support demand planning.

• Coordinated with sourcing teams in China to evaluate product options and support catalog expansion initiatives.

• Managed Wayfair Partner Home and Beyond Supplier Oasis platforms and presented category performance insights and strategic recommendations to leadership, enabling informed commercial decisions. KAREN DIAZ

Product Marketing Manager – Analytics for Zebra, BlueStar Latin America – Miramar, FL Sep 2021 – Feb 2024 Promoted to lead analytics-driven product marketing with accountability for reporting infrastructure, budget governance, integrate campaign execution, manage vendor funding, sales enablement, executive visibility, and marketing outcomes.

• Generated a 15% increase in qualified sales leads by designing and executing a comprehensive digital marketing campaign while spearheading the implementation of advanced analytics and reporting capabilities using Power BI.

• Created an ebook-driven demand generation campaign supported by a webinar series, led to a 20% increase in sales.

• Directed end-to-end product lifecycle management, coordinating new releases, updates, and promotional initiatives.

• Administered marketing budgets and tracked KPIs to ensure disciplined resource allocation and measurable ROI.

• Secured leadership and advisory board alignment and governed vendor MDF and co-op marketing funds.

• Enabled sales performance through analytical support and active lead development efforts like microsite management.

• Developed hands-on training programs for VAR partners and executed integrated marketing programs encompassing email, direct mail, digital advertising, copywriting, print assets, and international event participation. Marketing & Business Account Manager – Analytics for Zebra, BlueStar Latin America Aug 2016 – Sep 2021 Recruited to support new business development and manage integrated marketing programs across internal teams, channel partners, and customers. Oversee vendor marketing execution, budget oversight, KPI tracking, sales and lead generation.

• Launched a digital marketing campaign, producing 25% in lead generation and drove 12% growth in sales revenue.

• Streamlined internal workflows and communication channels, reducing response time by 18%.

• Executed multi-channel marketing programs, sustained operational continuity by managing stock and sales reporting, enabled sales execution, and expanded brand visibility by actively promoting vendor lines. Marketing Communications Coordinator, BlueStar Latin America Feb 2016 – Aug 2016 Assigned to support marketing communications, campaign execution, and event coordination across multiple channels. Responsibilities include content development, campaign scheduling, reporting, web updates, administrative coordination.

• Increased customer engagement and response rates by 17% through targeted email marketing campaigns.

• Developed marketing communications assets like press releases, media materials, case studies, newsletters, and social media content and designed and executed marketing campaigns like e-blasts, events, and webinar programming.

• Achieved a 30% increase in attendee participation by coordinating event, expanding exposure and networking reach.

• Facilitated market engagement by conducting customer surveys and translating materials from English to Spanish. Association of Equipment Manufacturers (AEM), Latin America Marketing – Milwaukee, WI Apr 2014 – Oct 2015 Handpicked to support domestic and international marketing initiatives, handling media partner recruitment, research support, administrative coordination and exhibitor outreach initiatives by promoting marketing kits to show participants.

• Attracted more than 100 contractors to AEM’s inaugural Chile trade show, exceeding attendance expectations.

• Drove a 20% increase in exhibitor registrations through a targeted email marketing campaign. EARLIER CAREER

Category Manager, Molinos Modernos – Santo Domingo, Dominican Republic Designated to lead category marketing aligned to the company’s integrated Business and Strategy Plan. Role emphasized trade marketing, forecasting, budget oversight, distributor coordination, and performance reporting to drive profitability.

• Launched the Pastas Milano product line, contributing to a 15% increase in overall pasta sales.

• Delivered a 20% increase in brand visibility and a 10% rise in market share for the Milanesa and Ricos lines.

• Championed trade promotions, assortment optimization, and pricing strategies, collaborated with sales managers and distributors, and equipped sales teams with pricing documentation and performance insights for revenue growth. Product Marketing Manager, César Iglesias, S.A. – Santo Domingo, Dominican Republic EDUCATION TECHNICAL PROFICIENCIES PROFESSIONAL TRAINING & CERTIFICATIONS Master’s in Marketing Management – Universidad APEC Bachelor’s in Marketing – Universidad Tecnológica de Santiago MS Office Power BI Oracle Workamajig Exact Target NetSuite Acumatica Jira MySamm Helium10 Pricify Salsify Vistex Wayfair Partner Home Beyond Supplier Oasis BlueStar CMS Google Analytics Meta Ads HubSpot Digital Marketing Certification, HubSpot Academy, 2026 Brand Academy Certification – Newell Brands, 2025 Marketing: Customer Segmentation – LinkedIn, 2021

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