Hey there! I'm a brand strategist who has been in advertising since 2019, with a background in data.
Strategy
At Saraya, I recommend product launches based on market demand and competitor performance. I segment the market and have developed target personas for multiple subsidiaries of Saraya. I played a key role in our erythritol crisis response strategy (see crisis response page). I launched the Arau Baby brand with a small team (subsidiary of Saraya). My career’s first strategic project was in 2021 with a team of industry professionals; we were hired by Intel to research and revamp their employee value proposition (see intel work page).
Management
I have experience managing creatives and marketing specialists. My direct reports have run social media platforms, ad campaigns, email & SMS, and influencer outreach. I manage the budget allocation and tracked actuals for the Marketing and Creative departments at Saraya USA.
Data Manipulation
I have been in charge of initial market research for the launch of 2 international Saraya brands into the US market: Happy Elephant and Arau Baby. Additionally, I oversee market share reports before any Saraya product launches. Take a look at my process on this page. I am very familiar with Excel and PowerBI, as well as the data platforms IRI, Mintel, and Spins.
Light Creative
I’m familiar with Illustrator, InDesign, Photoshop, Lightroom, and Premiere. I tend to leave the creation of assets to a creative team when available, but I have a good creative eye and plenty of experience providing design feedback.
Light Programing
I am fluent in Python, and have experience building scrapers and data sorting programs. I have passing familiarity with JavaScript & HTML, enough to understand code and make some adjustments.