Pierina Rodríguez
San Juan
Summary
Marketing Manager with experience in marketing, advertising, brand management, and communications, Proven track record of excellence. Known for versatility, creativity, professionalism, and high-quality performance. Worked with national, multi-brand, and international companies in various industries. Passion for achieving objectives is complemented by creative thinking and strategic vision, which consistently drive business growth and success.
Overview
18
18
years of professional experience
Work History
Marketing Manager
GFR Media
08.2023 - Current
- Managed a group of eight co-workers, providing leadership and guidance. Conducted mid-year and annual performance evaluations to determine eligibility for bonus incentives. Overseeing progress through mentoring sessions. Selected personalized educational opportunities, such as seminars, to support the team professional growth.
- Led the marketing management for multiple GFR Brands including El Nuevo Día, Primera Hora, Soluciones PyMES, Oferta del Día, eMotions and Shop.pr and more
- Collaborated with executive team including CEO, CFO, and General Director to develop and execute brand strategies.
- Boosted brand awareness and generated new subscriptions while managing internal and external marketing campaigns and programs.
- Developed and implemented marketing strategies to use for launches, rebranding campaigns and promotions.
- Analyzed market trends to identify new opportunities, adjusting marketing plans accordingly for maximum effectiveness.
- Improved customer loyalty by implementing effective email marketing campaigns and personalized offers through digital channels.
- Negotiated strategies alliances, partnerships with key producers, influencers and media for maximizing brand exposure and opportunities in target markets.
- Managed budgets, allocating funds strategically towards high-impact initiatives that supported overall business goals.
- Increased customer engagement with creative content strategies, tailoring messages to target demographic preferences.
Senior Digital Specialist
El Nuevo Día, GFR Media
10.2022 - 08.2023
- Responsible for El Nuevo Día’s brand management and for developing digital strategies to grow the editorial and brand efforts. A role involving a combination of strategical thinking and executional excellence
- In charge of the marketing funnel by attracting site traffic, converting that traffic into new business opportunities
- Manages, build, develop and control brand marketing opportunities to generate brand awareness, positioning and promoting brand growth and expansion
- Partnered closely with multi-functional teams to successfully execute marketing campaigns within budget constraints, leveraging data analysis to identify significant trends and actionable consumer insights that fostered growth and enhanced engagement.
- Craft and deliver creative briefs that ensure all campaigns are on brand and relevant with the audiences
- Integral part of the creative process by guiding external agencies and content strategy needed to help define and launch new brand ideas
- Improve customer journey experience by gathering and analyzing insights, competitive data and other user experience data
- Establish and manages brand budgets.
Advertising and promotions Marketing Specialist
Nissan Puerto Rico
10.2018 - 10.2022
- Manage and execute all the marketing strategies, advertising activities, digital advertising, digital marketing activities, digital leads, CRM and promotions task of Nissan
- Analysis and selection of media strategies (ATL, social and digital) in coordination with the agencies according to the strategy defined by the brand and/or effort
- Oversaw the seamless introduction of new products and relaunches by coordinating advertising projects, digital marketing initiatives, e-mail campaigns,and public relations activities.
- Controls and manages all marketing and advertising budget
- Devise and establish the strategies used to drive web traffic to company web site and implement those strategies across web, email marketing and social channels. Strategies includes SEO, SEM, paid search engines and Google Ads
- Utilized tools such as competitive reports, post-buys reports, Nielsen, Gaither, Gain, Bunker, and Google Analytics for monitoring.
- Coordinates research studies and proof of creative concepts of advertising actions
- Directed market planning and research to identify new business opportunities
- Periodical preparation of reports and presentations to the Nissan manufacturer. An overriding link between the dealer's net and Nissan to coordinate advertising and after sale promotions actions
Marketing Coordinator
South American Restaurants
11.2009 - 09.2018
- Developed, coordinated, and executed comprehensive marketing plans for product launches, relaunches, and promotions for Church's Chicken, Pollo Tropical, Baskin Robbins, and Krispy Kreme.
- Planned, coordinated and supervised media agency to manage media campaigns for new product launches or relaunches including media buying, monthly and annual investments formulation, media projections, shareholders reports, commercial traffic management and enhancements in yearly negotiations.
- Implement media drops, market research, and focus groups activities
- Managed development of impactful digital advertising campaigns and maintained company website. Planned, coordinated, and executed communication strategies on social media platforms to enhance brand recognition. Conducted statistical analysis, generated reports, and evaluated post-implementation performance.
- Created and executed annual fundraising calendars for prominent non-profit organizations, such as MDA Puerto Rico, SER de Puerto Rico, Centros Sor Isolina Ferrer, Instituto Psicopedagógico de Puerto Rico, Make a Wish
Media Buyer
Lopito, Ileana & Howie
01.2007 - 10.2009
- Adequate selection and purchase for massive traditional and nontraditional media
- Development and completion of negotiations with the agency's clients, media planning and competitor tracking
- Monitored and analyzed media buys (post-buys) through 'Adtrac Daily', a media system.
- Other activities include furnishing competition reports of and category actualizations through media applications
- Ability to work with different accounts simultaneously: AT&T, Glaxo Smithkline, Merck, Merial, UBS, First Bank, Auxilio Mutuo, KB Toys, Lilly del Caribe, Ponte Vecckio and Horizon Lines.
Education
Certification-Digital Marketing -
The Hubspot Academy
10.2022
Professional Certification- Strategies that builds winning brands -
Northwestern|Kellog. School of Management
08.2022
Professional Certification -Content and Digital Marketing - Specialized in creating content within online Marketing
Sagrado Corazón University
08.2022
Master of Business: Administration Degree - Marketing -
Interamericana University
05.2012
Bachelor's Degree - Advertising -
Sacred Heart University
05.2009
Skills
- Strategic mind and drive in growth
- Proficient in market segmentation, analyzing market trends, targeting and brand positioning
- Capability to work under pressure, maintaining sharp attention to details
- Leader and team builder
- Expert in advertising, marketing, digital marketing, social marketing, CRM, website, and research roles
- Vast experience in media, sales, budget, competitive and marketing reports
- Staff Management
- Expert in content, branding and strategy development
- Excellent crisis management and supervising
- Full bilingual: Spanish and English
- Expert in Word, Excel, Power Point and Outlook Office
- Good knowledge in Adobe PhotoShop and Premiere
Accomplishments
- Build and led a new strategic plan for newspaper subscription model that resulted in 15% increase
- Develop and implement the accessories Nissan campaign that resulted in a 16% increase in revenue.
- Develop the first mobile application for Nissan's clients called 'Mi Nissan al Día'.
- Develop and executed the most successful products and marketing launches for Church's for products such as 'El Pancho Sandwich', 'Frappez' beverage, the new segment of breakfast food and more.
- Increase sales up to 12% in a younger segment for Pollo Tropical
- Restaurant opening chain, Krispy Kreme, in 2009 involving local media and local celebrities, company's contacts and suppliers with the assistance of more than 300 people and massive media coverage.
- Manage and execute a successful marketing plan for the relaunch of Baskin-Robbins in 2017, leading it into a brand with greater sales and profits.
Languages
Bilingual (Spanish and English)
Timeline
Marketing Manager
GFR Media
08.2023 - Current
Senior Digital Specialist
El Nuevo Día, GFR Media
10.2022 - 08.2023
Advertising and promotions Marketing Specialist
Nissan Puerto Rico
10.2018 - 10.2022
Marketing Coordinator
South American Restaurants
11.2009 - 09.2018
Media Buyer
Lopito, Ileana & Howie
01.2007 - 10.2009
Certification-Digital Marketing -
The Hubspot Academy
Professional Certification- Strategies that builds winning brands -
Northwestern|Kellog. School of Management
Professional Certification -Content and Digital Marketing - Specialized in creating content within online Marketing
Sagrado Corazón University
Master of Business: Administration Degree - Marketing -
Interamericana University
Bachelor's Degree - Advertising -
Sacred Heart University
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