Miriam I. Colón Semidey
Toa Alta
Summary
Results-driven Brand Manager with proven accomplishments in marketing plans and brand strategies. Articulate and driven leader with high energy and engaging personality. Skilled in working under pressure and adapting to new situations and challenges to best enhance the organization brand. Detail-oriented team player with strong organizational skills. Ability to handle multiple projects simultaneously with a high degree of accuracy.
Overview
24
24
years of professional experience
Work History
Brand Manager
Toral Petroleum, LLC.
06.2022 - Current
- Planned, implemented and tracked marketing strategies to promote Shell brand, including identifying opportunities and budget control
- Developed and executed advertising efforts for Shell Gift Card, Shell SmartPay and internal programs as Voice of Customer, Guest Experience Assessment and Brand Essential Assessment
- Conducted research and analysis to determine brand positioning and messaging
- Organized and delivered training sessions for employees and detailers
- Supported Engineering department with the service stations rebranding project
- Supported Human Resources department with different tasks related to employees and brand guidelines compliance
- Managed social media platforms to increase and reinforce brand engagement
- Analyzed and reported on KPIs to validate and demonstrate success of marketing campaigns and internal programs
- Coordinated with design, media and public relations teams to develop high-quality creative assets
- Cultivated relationships with key stakeholders, vendors and suppliers to create positive brand experiences
- Responsible for all Shell brand presence and promotion in the Detailers annual convention
- Analyzed customer feedback and market trends to make informed decisions about product and brand messaging
- Managed budget allocation and resource utilization to maximize marketing ROI
- Part of the crisis management team
Brand Manager
Supermercados ECONO, Inc.
06.2016 - 03.2022
- Responsible of Econo Private and Controlled Label: strategy, marketing plan, evaluation of new product categories, investment, business reviews, labeling, UPC, brand vision in stores, market studies, focus groups, identify opportunities for the brand, establishment and analyze projections, developed new POP for products and stores, among others
- Responsible of all management of Econo ToGo: platform implementation process, created and executed growth strategies with suppliers support, analyzed and prepared KPIs reports for management, including consumer data and platform sales, among others
- In charge of advertising efforts, including interviews and presentations in mass media, digital and social media channels for brand campaigns, Econo ToGo, EconoMiApp, 7 Dias de Sabor and website superecono.com
- Supported the design team with the shopper and retail ads for print, radio, tv, social media, billboards and out-of-home media
- Developed and execute advertising campaigns for the Econo Visa and Econo Gift Card
- Coordinated, executed and supported Econo’s participation in social responsibility efforts and fundraising campaigns with non-profit organizations
- Responsible of identifying opportunities and manages the Retail Marketing Package
- Supervised day-to-day workflow of the design, media and public relations efforts
- Responsible for all the brand presence and promotion in their biggest annual event, Encuentro Familiar
- Managed budget allocation and resource utilization to maximize marketing ROI
Senior Account Executive
JMD Communications
10.2015 - 06.2016
- Responsible for all management of assigned accounts: Supermercados Econo, Sprint and El Vocero
- Employed proactive and collaborative approaches to strengthen relationships and manage customer needs
- Developed advertising, promotions and public relations campaigns directly linked to sales, market share and awareness
- Managed the development of business and marketing strategies while maintaining cost controls for the client and ensuring Agency profitability
- Prepared client budgets by reviewing client billing and managing monthly invoices
- Supervise the day-to-day workflow of the creative, media buying/planning staff of those accounts
Marketing, Public Relations & Corporate Affairs Manager
Scotiabank
10.2010 - 09.2015
- Responsible for the strategic advice, development, and implementation of communication processes for customers, non-customers, and employees
- Responded to customer inquiries promptly and professionally to increase customer satisfaction
- Developed marketing materials, collaborating with colleagues to maintain consistent brand voice
- Attended industry events and trade shows to promote brand and build relationships with potential customers
- Collaborated with design team to create visuals for various marketing campaigns
- Created and managed social media campaigns to increase brand engagement
- Generated sponsorships and fundraising events with customers and employees to enhance marketing objectives
- Support to promotional efforts
- Establish and control budget
Account Executive
Sajo Garcia & Partners
04.2006 - 10.2010
- Responsible of the overall management of assigned accounts such as Scotiabank, Seguros SSS, New York Anti-Aging Centers, Muñiz & Zavala Developer Group, National Group, Eden Esthetics, Palmas del Mar Magacín Lifestyle Event, Puerto Rico Open and Schering Plough del Caribe (Oncology and Allergy products)
- Developed and execute advertising and public relations campaigns directly linked to sales, market share and awareness
- Collaborated with internal teams to develop account strategy while maintaining cost controls for the client and ensuring Agency profitability
- Supervise day-to-day workflow of the creative and media
- Administration and management of assigned budget
Account Executive
Badillo Nazca S&S
02.2000 - 03.2006
- Advertising & Direct Marketing for Banco Popular de Puerto Rico, Wendy’s, Universidad Interamericana, Popular Auto, Popular Mortgage, Verizon Wireless & Puerto Rico Telephone Company
- Collaborated with internal teams to developed and execute strategic communications plans and presentations
- Attended networking events to build relationships and identify opportunities for the brands
- Serviced accounts and proposed new products and services to maximize revenue
- Administration and management of assigned budget
Education
Master’s degree in Marketing -
University of Phoenix
Guaynabo, PRBachelor’s degree in Communications and advertising -
Sacred Hearth University
Santurce, PRSkills
- Brand Positioning, Strategy and Management
- Advertising Expertise
- Promotional Planning and Event Coordination
- Social Media Campaigns and Strategy
- Public Relations
- Budget Management
- Interpersonal Communication
- Data Analysis
- Decision Making
- Attention to Detail
- Conflict Resolution
References
References available upon request.
Languages
Spanish, English
Native language
Timeline
Brand Manager
Toral Petroleum, LLC.
06.2022 - Current
Brand Manager
Supermercados ECONO, Inc.
06.2016 - 03.2022
Senior Account Executive
JMD Communications
10.2015 - 06.2016
Marketing, Public Relations & Corporate Affairs Manager
Scotiabank
10.2010 - 09.2015
Account Executive
Sajo Garcia & Partners
04.2006 - 10.2010
Account Executive
Badillo Nazca S&S
02.2000 - 03.2006
Master’s degree in Marketing -
University of Phoenix
Bachelor’s degree in Communications and advertising -
Sacred Hearth University
Similar Profiles
Reem IssaReem Issa
Senior finance manager at AL Moghera Petroleum chemical industry LLCSenior finance manager at AL Moghera Petroleum chemical industry LLC
Harold CarterHarold Carter
Transport Scheduler III at MARATHON PETROLEUM COMPANY LLCTransport Scheduler III at MARATHON PETROLEUM COMPANY LLC
Robert SholdersRobert Sholders
Operations Excellence Coordinator at MARATHON PETROLEUM COMPANY LLCOperations Excellence Coordinator at MARATHON PETROLEUM COMPANY LLC