Karmennla

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

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:

Period Title Company
2000 - 2019 Senior Digital and CRM Manager The Coca-Cola Company
2019 - 2021 Head of CRM and CX Royal Caribbean Group
2021 - 2022 Head of Retention Philip Morris International

Skills:

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