karmennla

Omnichannel Marketing | Customer Experience | Digital Transformation Strategy | Customer Strategy (B2 B & B2 C ) | Data Strategy

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About Me

I am a globally oriented marketing executive with over 20 years of experience in creating meaningful and long-term relationships with customers, and delivering exceptional customer experiences. My career spans across premium companies and FMCG brands such as Coca-Cola, Fanta, Powerade, Schweppes, Sprite, Minute Maid, as well as in the tourism & hospitality sector with Royal Caribbean, and in the tobacco sector at Philip Morris. I am passionate about reimagining traditional marketing strategies and business models to reach and engage hyper-connected consumers who demand hyper-personalization and influence others in their purchasing decisions.

Key Skills

  • Strategic Leadership: I have a proven ability to shape and execute disruptive marketing strategies, with a track record of designing and delivering 360 marketing plans and content strategies to tell one consistent narrative to key brand audiences across the whole ecosystem.
  • Customer Experience: I excel in designing the perfect customer experience to set the strategy for growth, creating company-wide strategies, goals, and planning based on a holistic customer experience across all brand touchpoints.
  • Customer Strategy: I have a strong background in formulating customer strategies (CRM B2C and B2B) to enhance individualized client engagement, defining the data model for the 360 view of the consumer, and shaping loyalty program strategies for growth.
  • Technological Capabilities: I lead marketing strategy from the point of view of technological capabilities, leveraging my expertise to drive business growth and innovation.

What I Bring to the Table

  • Innovative Thinking: I am a forward-thinking marketing executive who is always looking for new and innovative ways to drive business growth and deliver exceptional customer experiences.
  • Strategic Vision: I have a strong strategic vision and the ability to translate that vision into actionable plans that drive results.
  • Collaborative Leadership: I am a collaborative leader who excels in building and leading high-performing teams to achieve business objectives.

Achievements

  • Reduce abandonment in IQOS users in the Spanish market from 15% to 10% in 8 months.
  • Double the number of Loyalty Program members (IQOS Club) in 8 months and connect it to the national tobacconist system by transforming the program from B2C to B2B2C.
  • Bring to live, 360º end to end Global Fanta "Make your mouth funner" campaign for +100 markets.
  • First Coca-Cola START UP: "Whatsred": innovative Marketplace with 1.5 million consumers and 340K HORECA customers. 
  • First CRM 2.0 Customer Intelligence exported to 37 Coca-Cola countries in Europe: integrated 360-degree consumer insight system to personalize marketing strategies.
  • First Augmented reality promotion with Shazam Take over Fanta & win for the 5 main markets in Eastern Europe: definition, design, development and implementation. Results: 14% growth in the Baltic markets/ 4.7% growth in Switzerland and 10% growth in Romania. 
  • Orchestrate the migration to global tech capabilities for the 26 markets of the Coca-Cola Central-East Europe Division: European Database, +50 Websites, Promotions System, CRM tools, Analytics, apps..). 
  • Launch the first native APP, WOAH, for 6 markets of Coca-Cola Central and Eastern Europe: Loyalty program for teens with multi-brand promotions and content: leading the recruitment, retention and loyalty strategy.
  • First integrated Single Sign On system in Coca-Cola markets exported to all countries in Europe as central database: consumer data collection and management system connecting all points of contact
  • First multi-brand Loyalty Plan based on Points. 1.2 Million users 
  • First Massive Multiplayer Online Games: branded arena games with 120.000 users
  • First Coca-Cola Iberia website in 2000 with the first Pincode promotional system in the market.

What I'm Looking for

I am seeking a leadership role where I can leverage my expertise to drive business growth, deliver exceptional customer experiences, and lead high-performing teams to success together with my new skills acquired with my Web3MBA in areas of marketing, customer strategy, lifecycles o communications & planning



Experience: 11 years

Yearly salary: $80,000

Hourly rate: $150

Nationality: 🇪🇸 Spain

Residency: 🇪🇸 Spain

Experience

Head of Retention
Philip Morris International
2021 - 2022
As member of the Market Governance Meeting, define Consumer Experience Strategy for Customer Retention and Loyalty stages (bond, advocacy and abandonment). Main responsibilities: - Define retention and loyalty consumer strategy, objectives & Go to Market strategy for the Spanish Market - Collaborate and influence other areas such as Brand, Portafolio, Commercial Operations (retail), Product Development, and Customer Care to ensure strategy is aligned with overall business goals. - Lead and engage retention team on proactively identify key consumer/business opportunities to growth along the customer journey stages of bond, advocacy and bond. - Sponsor team initiatives with local and Europe region stakeholders Ensure the design, deployment and continuous enhancement of a digital first consumer experience Main contributions: *Reduce abandonment from 15% to 10% by acting into the most vulnerable IQOS users achieving 44% of brand lovers transition to the new tech in the first 3 months. *Duplicate users at Loyalty program IQOS Club in the last 8 months thanks to connecting the club with all the Estancos network transforming a B2B program into B2B2C.
Head of CRM and CX
Royal Caribbean Group
2019 - 2015
Created, lead, and motivated the CRM and CX team to achieve exceptional results driving customer acquisition, retention and reactivation across multiple marketing channels through awesome Customer Experience & Data driven approach. Main responsibilities: - Define Pullmantur Customer Experience & CRM strategy to drive acquisition, retention and reactivation by designing proper value proposition developing a stronger engagement among brand & customers that ultimately drive growth. - Build and lead CRM & CX team from zero: set team governance, strategy, objectives and KPIs - Ideation and execution of the go to market and 360 marketing plans to acquire, engage and convert customers - Bring all Customer DATA together to develop a strong intuition and unified Pullmantur Customer understanding , their behaviors and aspirations. - Leverage on CRM and CX insights to define e-commerce strategy (B2B and B2C) with the focus on increasing direct online sales thanks to personalized offers. - Build a cross functional team with IT, Web, Sales and Contact Center channels to identify opportunities to develop a seamless omnichannel customer experience - Prepare & manage annual budgets in achieving objectives and goals. - Lead CRM capabilities and functionalities Roadmap based on the Business needs, playing an active role with internal stakeholders & IT partner. Main contributions: *Define and internally Sale to CEO and Leadership team the new CRM & CX in 6 months. *Lead and influence IT team with the MarTech stack definition for putting in place the CRM & CX strategy *Pioneered the creation of comprehensive 'AS IS' and 'TO BE' Customer Journey Maps, mapping out the entire cruise experience from start to finish.
Senior Digital and CRM Manager
The Coca-Cola Company
2000 - 2019
Definition of the Digital & CRM strategy for 23 markets related to all Coca-Cola Brands (Coke, Coke Zero, Coke Light, Fanta, Schweppes, Sprite, Minute Maid... ). Main responsibilities: - Work with Global and Local Marketing teams to align on strategic vision, concept, execution, and measurement. - Develop innovative digital media strategies to accomplish brands' goals, ensuring alignment between online and offline channels and within efficient digital mix. - Define and develop best-in-class 360 marketing content plans that deliver simple, well designed and customized products/offers/online services to extend the customer lifecycle. - Lead multidisciplinary and multicultural teams at Global Level. Support markets in their communication strategies, identifying key data, core partners, and key insights. - Lead the Mark-tech capabilities definition playing an active role to influence internal stakeholders & IT partner. - Guide local managers to adapt and implement 360 digital strategy (web, apps, social, crm, email...) -Design Brand Campaigns across all digital channels building an integrated User Experience by defining the logic of each User Journey for Owned, Earned, Shared and Paid media. - Define the conversion journey, from awareness to advocacy in both - Lead the CRM and Data Strategy including the martech capabilities (SSO, SF, Metrics), playing an active role with internal/external stakeholders & IT partner. Main contributions: *WOAH: Business owner role for the de development of first Native App for 6 of Central South Europe markets: key Digital asset to run multi-brand Loyalty plans and content strategy driving transactions & engagement with Teens. *Multi market Promo Tool SaaS: Take over Fanta & win: design and develop Augmented Reality Promo with Shazam partnership in 5 markets. Results: 14% growth in Baltic’s Markets / 4’7% growth in Switzerland and 10% growth in Romania. *Fanta Digital Global Campaign “Make Your Mouth Funner”: define the overall digital strategy, defining digital ecosystem, produce the Content Strategy and lead the localization process for more than 100 hundred markets around the world.

Skills

content-marketing
marketing-communication
marketing-strategist
retention-marketing
social-media
marketing
english
spanish
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