SENIOR DIRECTOR, STRATEGIC PLANNING
Jan 2019 - Currently
DIRECTOR, STRATEGIC PLANNING
June 2017 - Jan 2019
New York, US
I am leading a team in charge of creating Fortune 500 client pitches (i.e. McDonald’s, P&G, Macy’s, Hilton, Samsung), go-to-market decks for BuzzFeed and its lifestyle brands (i.e. Tasty) and thought-leadership presentations to C-level executives and industry events. By being at the core of one of the most visited and culturally relevant digital publishers in the world, I have learnt how to craft audience-first social and digital strategies that people want to engage with.
Over 100 annual pitches on the world’s biggest brands allowed for expertise in connecting creative, audience and media stories using BuzzFeed’s data. The ability to thread together different parts of the business (e-commerce, influencers, video, articles, experiential) under a cohesive strategy has been a big driver of BuzzFeed success (deal sizes went up 1.8x, RFP win rate went up 10% on the first year only, accounting for over $40M in revenue).
STRATEGY LEAD
June 2014 - June 2017
New York, US
Led a multi-agency team that served the US business unit of Dannon and all of its dairy brands. As the Strategy Lead, I established WPP’s strategic offering and POV, coordinating the inputs from strategists in Digital, Social, PR and Shopper agencies under the WPP umbrella and overseeing all our strategic and creative outputs. Designed integrated brand ecosystems that established a consistent messaging narrative in each touch point.
Our creative strategy on all dairy brands helped bringing Dannon’s market share to a historic record in 2016, becoming the leader of the total yogurt category. Successfully launched game-changing products like Oikos Triple Zero, the fastest growing yogurt innovation in the last 5 years, partnering with the NFL for an integrated comms plan.
SENIOR STRATEGIC PLANNER
(2012-2014)
STRATEGIC PLANNER
(2010-2012)
ACCOUNT EXECUTIVE / SUPERVISOR (2009-2010)
Barcelona, Spain
Guided brand strategy and comms planning across different platforms, developing briefings, global brand positioning work and marketing consulting across different global brands. Some highlights included:
Core member of the team (8 people worldwide) that created and successfully deployed the new marketing model used globally at Danone, present in more than 130 countries. Led workshops to deploy the new model to full marketing departments in Africa, America and Europe
Designed a brand architecture plan for Affinity’s entire portfolio, helping them establish their brand in the growing pet food category in Spain, and help in their expansion into new markets
Promoted from Account Executive to Account Supervisor after 6 months to lead all Bel brands (Mini Babybel, Laughing Cow), being directly responsible for 8 commercial shoots, working alongside creative teams and production houses
Panels and Presentations
Story Time at Color Factory
Panel hosted by Facebook to discuss best practices on how to unlock the power of Instagram Stories for brands. Presented BuzzFeed’s approach to cracking social media platforms and showed some original material experimenting with IG’s new product features
NEW YORK, 2018
World Forum Disrupt
Keynote speaker at the Strategy and Innovation World Forum in New York City. Covered my approach to creating content in the digital age, the importance of strategic planning in the process and a peek behind the curtain of BuzzFeed’s viral content machine. Full video here
NEW YORK, 2019
Zoom Marques
Panel hosted by the Catalan Innovation Cluster in Barcelona to discuss the new ways to reach young consumers online. We discussed the intersection of platforms and behaviors, the ephemeral nature of content and how fast is better than perfect in the journey to be always relevant. Video recap here
BARCELONA, 2019