ADRIANA AT WORK

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With more than 20 years of experience in marketing and digital strategies, I have a unique combination of skills: marketing, HR, diversity & inclusion, program management, and globalization. I’ve been part of the localization industry which gives me insight into different cultures and international business.

My “why not?” attitude, combined with the fact that I am never satisfied with the status quo, enabled me to build two departments from the ground up: search marketing and social media at KRT Marketing. It also helped me contribute to the company 100% YoY growth for three straight years leading up to its acquisition by Recruitics.

I’ve worn many different hats in management and execution - I immersed myself in the success of a wide variety of brands from numerous industries (financial, technology, engineering, healthcare, and others), which equipped me with distinctive perspectives on processes, challenges, and opportunities when launching and managing B2B or recruitment marketing strategies in a fast-paced environment.
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I am at my best when I am collaborating with a team trying to solve tough challenges. I can’t help but roll up my sleeves and get the job done, doing whatever it takes.
PROFESSIONAL EXPERIENCE
VP of Marketing
Aletha Health - Wellness eCommerce Startup in California
2021 - Present
What a great ride so far. In the first 10 months:
  • Lead a complete company re-brand
  • Launched a brand new website with a new tech stack
  • Doubled the advertising budget maintaining a healthy ROAS
  • Managed the amazing effects of a Well+Good press placement
  • Successfully launched a new product: the NUCKLE which culminated in a one-day record in sales for Aletha
More details to come on heading Marketing at Aletha Health
VP of Marketing
Recruitics (formerly KRT Marketing)       
Lafayette, CA & Remote
2008 – 2021
Following the acquisition of KRT Marketing by Recruitics, I served on the leadership team reporting initially to the CEO and, most recently, to the CSO. I managed a team of 3 marketing professionals.
  • Oversaw all messaging, including stories to humanize the brand. Administered the launch of a new brand including sales enablement collateral, thought leadership content, and creative visual narratives.
  • Drove the re-structure and re-design of the company website, which was launched within 3 months and below budget.
  • Planned and managed a robust content-driven marketing strategy that included bi-monthly webinars with 1,000+ registrants (over 50% attending live.)
  • Boosted awareness of company and services through a diversified marketing strategy: relevant content creation, search marketing, social advertising, thought-leadership events, partnership initiatives, and other tactics.
  • Oversaw the selection of marketing and demand generation tools and platforms.
  • As part of the leadership team, I was responsible for translating complex business and social (#BlackLivesMatter) concepts up and down the corporate ladder, as well as promote it externally.
  • Analyzed and selected marketing and demand generation tools and platforms.
  • Partnered with Sales and other functional groups to maintain and optimize strategic marketing plans and campaigns in order to reach desirables KPIs and business goals. This partnership also led to revamped reporting, combining data from HubSpot and Google Analytics to obtain a clearer picture of lead generation and conversions.

Prior to the acquisition, I served on the board of KRT Marketing and reported to the CEO. I managed a team of 12 marketing professionals. Recognized as one of the Best Marketing Departments Leaders in 2019. 
  • Elevated the company’s image (through content strategy, thought-leadership events, and strategic partnerships) - from a small boutique agency to one of the most sought-after forces in the industry, which led to its acquisition by Recruitics.
  • Built the search marketing & social media departments and their offerings from scratch.
  • Increased inbound leads by 400% in 3 years by developing content strategies that included partnering with cross-functional teams to leverage thought-leadership across the organization to produce videos, infographics, eBooks, informational downloads, blog posts, webinars, social media posts, etc.
  • Managed the company website and blog (a combination of WordPress and HubSpot) and led all marketing campaign initiatives.
  • Launched several creative growth hacking strategies in addition to running traditional search and social advertising campaigns.
  • Deployed the company CRM and grew the contacts organically over 1000% in 3 years.
  • Launched an Account-Based Marketing (ABM) pilot, which increased the agency awareness within the healthcare industry.
  • Partnered with Fortune 500 brands across several industries to create strategies in social media, search & social advertising, employer brand, talent network, reputation management, and other projects.
  • ​Conducted brands tech stack and content audits, helping with benchmark reports prior to the deployment of several recruitment marketing initiatives.
  • Helped brands plan and execute key Diversity & Inclusion internal and external initiatives.
  • Worked with clients’ cross-functional teams (including leadership) to help ‘sell’ initiative ideas and secure budgets.
  • Helped brands launch and manage several recruitment marketing platforms including SmashFly, Phenom People, and Yello.
  • Launched the Global Talent Acquisition Day (rights sold to the Association of Talent Acquisition Professionals - ATAP)
  • Partnered with different functional groups for training (helped develop the Green Belt Certification Program) and to streamline hand-off and communication processes.
  • ​Wrote several industry blog posts for both Recruitics and KRT Marketing.

Started as a Production Manager, was promoted to Marketing Director in 2009 and became Head of Marketing in 2014.
Industry Speaker
​2008 – Present
​Speaking engagements and lectures at several conferences, universities, and companies throughout the US, Canada and Latin America - consistently rated in the top 10% among all speakers.

Topics: Diversity & Inclusion, Social Recruiting, Employer Brand, B2C and B2B marketing, Social Media, Online Marketing, SEM & New Media.
Senior Localization Project Manager
Enlaso Corporation - San Francisco, CA
2002 – 2005
  • Supervised, trained, and motivated a team of 3 project managers (direct reports).
  • ​Led complex localization projects with teams of over 80 people (translators, engineers, and designers) throughout the world.
  • Managed and enhanced the customer relationships for Enlaso’s most critical account (over 35% of the company’s revenue) by optimizing processes and improving communication flow.
  • Established new processes and tools to increase productivity & profitability within the department resulting in a twofold increase in 3 months.
  • Modified client invoicing, internal handoff structure, and established vendor accountability system within 1 year. This led to a more streamlined workflow, increased productivity, and became the new department standard.
Senior Localization Manager
eTranslate - San Francisco, CA
2000 – 2001
  • Led the localization of the eBay Dutch website and, simultaneously, managed ongoing updates to all eBay international sites. This was a $2M+ account with many technical challenges and an aggressive timeline.
  • ​Successfully drove the initial engagement with Asera (a complex web-based application project), which exceeded client’s expectations leading them to grant all localization projects to eTranslate.
  • Introduced change and risk management solutions, which were implemented in the most visible and complex projects of the company.
Project Manager
Lionbridge - San Francisco, CA
1998 – 2000
  • Managed projects with a budget of over $600K for the company’s largest accounts.
  • Created project risk analysis and execution strategies to ensure project quality and client satisfaction.
  • Designed status reports, documented scope changes and created Change Orders.
  • Major accounts included: Landor Associates, Humphrey Systems, Smith Micro Software, and Classroom Connect.
Localization Coordinator
BraSoft Corporation - San Francisco, CA
1996 - 1998
  • Managed the localization of gaming software for the Brazilian market
  • Acted as liaison with software and game developers such as LucasArts and Sierra.
  • Direct contact with localization engineers, translators, designers, and printers.
  • Some of the software games under my coordination were:
  1. - Outlaws (Lucas Arts)
  2. - Shivers 2 (Sierra)
  3. - Birthright (Sierra)
  4. - Betrayal in Antara (Sierra)
  5. - The Music in Me (Music Chase 1)
  6. - Master of Dimensions (Eidos)
  7. - Magic Tales: The Little Samurai (Davidson)
 EDUCATION & CERTIFICATIONS
Additional Education/Certificates: Localization, Google AdWords, LinkedIn Advertising, HubSpot, Facebook BluePrint, HTML, Project Management, Integrated Marketing, MaxiMarketing, Omni Channel Marketing, Marketing Transformation, Total Quality Management, and Marketing in Latin America.
ADDITIONAL SKILLS
Languages: fluent in Portuguese, good knowledge of Spanish, some knowledge of French.
PC and Mac: MS Project; MS Office suite (Excel, Word, PowerPoint, Outlook, Teams, etc), Google Suite, Google Analytics, Asana, Slack, Phenom People, SmashFly, MailChimp, HubSpot, WordPress, Elevate, Sprinklr, Sprout Social, Hootsuite, G2, Trados, FileMaker Pro; Photoshop; HTML.