Andrea Galambos Souza Email & Phone Number

New York, Ny, Us

New York, New York, United States

New York, United States

I managed a team of Strategists that delivered data-driven consumer research to impact Fortune 500 client business and marketing strategies. I led actionable consultations for C-Level clients and internal Google teams around Human Truths’ proprietary research narratives that married rich qualitative and quantitative research with global cultural monitoring.◆ Key responsibilities: ➛ I built the Strategy team vision and practice to execute and innovate research with excellence. I owned the global team's content strategy, including roadmap, topic prioritization, actionability, and team guidance to deploy ➛ I led team development including hiring, resourcing, co-creation of new team norms and optimization of processes including onboarding, performance evaluations and usage of assessments to inform career planning. I engaged with my team in ongoing hands-on career growth support and skill development (e.g. behavioral science, research methods, storytelling)◆ Key accomplishments: ➛ I was elevated to Team Lead from IC Strategist 20 months after joining the team, scope further expanded in 2022 to lead the team's strategy for the Americas➛ I created and led a quarterly panel of Directors across Global Sales businesses to partner more efficiently and become more proactive around sales leadership's critical needs ➛ I conceptualized and executed 2 new future-facing content series to help clients navigate rapid cultural and technological changes. Within these, we pioneered scenario planning and tip-of-the-spear methodologies to identify breakthrough opportunities for businesses ➛ I aimed to inspire effective collaboration around insight work across teams by initiating a new Global Strategist Community. The quarterly summits facilitated cross-functional synergies and individual growth for 100+ research leads

New York, New York, United States

As a B2C Marketing Manager, I wore multiple hats as Acquisition Marketing Lead, Head of Co-Marketing team, and Market Research Lead all with the objective of user acquisition: bringing new users to the business effectively and efficiently. I started on the team as an individual contributor and was elevated within 1 year to be the team lead and a manager. ◆ Key Accomplishments: ➛ I established and scaled the two biggest volume-driving campaigns for the business. ➛ I led launch marketing to expand service from 6 cities to full US, creating a repeatable and flexible strategy driving higher success with each rollout. Awarded a Google Marketing 10x Award for Impact ➛ I proactively led market research efforts on Google Express, including qualitative ethnographic studies and focus group efforts. I led a national study in partnership with the UX team to uncover insights on our highest-value users to impact product, merchandising and marketing decision-making. ◆ Key Responsibilities: ➛ Growth Marketing: Used growth hacking mindset to develop strategies, launch and optimize 100+ campaigns in direct response channels (email and digital marketing, offer sites, direct mail, social, video), events and in-store activations, and high-value partnerships with local and national brands. ➛ Co-Marketing: I led a team that managed marketing strategy for 50+ retailer partners, responsible for client relationships and campaigns (high touch with Costco, Target, Walgreens) and improving efficiency (ROAS) of highly effective direct marketing efforts. ➛ Partnership Marketing: I revitalized Partnerships workstream as key source for new users, outlining a new strategy and working with business development to nurture a pipeline of 40+ partners.

New York, New York, United States

On this B2B Marketing team, I drove marketing strategy, planning & execution for Google's programs that sought to deepen relationships with the creative agency community and collaborate with them to bring brands to life in digital in innovative ways. I scaled Google's Art, Copy & Code initiative to empower new uses of technology in advertising. ◆ Key Accomplishments: ➛ In partnership with the Director of Agency Sales at Google, I led our Agile Creativity thought leadership initiative, working with ad industry executives to shape best practices for agencies to work faster & more collaboratively leveraging tech industry best practices. The content was featured in Think with Google, Ad Age & Forbes, reached 800+ agency personnel plus executives from 5 top holding companies. ◆ Key Responsibilities: ➛ Workshop development and facilitation: I pioneered and executed a new format of "hackathon" for brand marketing clients and their creative agencies, prototyping 10x digital solutions in one day for live brand briefs➛ Event Management: I managed strategy and event logistics for all-agency events that reached 500+ creatives @ Leo Burnett, Ogilvy & Mather, and Goodby, Silverstein & Partners. I also organized & ran Google's first Think Agency event for 200+ Group Account Directors and Strategic Planners, featuring high-profile speakers like Seth Godin. ➛ Industry outreach and content creation around Art, Copy & Code: For instance, I developed video case studies to inspire agency personnel to adopt new ways of working.

New York, New York, United States

I created breakthrough strategic platforms for client Verizon that kept the consumer needs at the center: including device launches (including Samsung Galaxy Tab, LG Revolution, HTC Rhyme, Droids), network offerings, value-centric communications, and new-to-market services. ◆ Key Responsibilities: ➛ I managed consumer research initiatives to inform compelling marketing strategies and build on the team's understanding of various consumer segments (like families, app developers) and the technology category in general ➛ I proposed and executed research methodologies per project need and analyzed data from various sources (including brand trackers, Nielsen Buzzmetrics and Advertising Effectiveness measurement) ➛ I liaised with the mgb digital team and partner agencies (digital, in-store, media, multicultural) to ensure holistic communications ➛ I mentored Jr. Planners

New York, New York, United States

I led strategic planning for P&G’s Downy, Febreze and Darden’s Red Lobster advertising campaigns; owning quantitative and qualitative consumer research throughout the creative process and developing consumer-centric strategies for all communications including new product launches and commercial innovations. ◆ Key Accomplishments: ➛ Febreze “Breathe Happy” campaign won 4 Silver Cannes Lions & Strategy won 2 EFFIES; Red Lobster strategy nominated to EFFIE Shortlist ➛ I crafted strategies for two of Downy’s and one of Febreze’s highest scoring ads in brand history (at the time) ➛ I was the recipient of the Grey Worldwide “Procter & Gamble Rising Star” global all-agency award ◆ Key Responsibilities: ➛ I was the Lead Planner on the winning new business team pitching Red Lobster; then managed planning responsibilities including ethnographies, new campaign development, brand positioning, and architecture ➛ On P&G, I led North American campaign strategy across multiple product pillars plus led Febreze's global consumer segmentation definition, managing ethnographies and focus groups across key regions (US, Western Europe, Japan, South Korea) to generate globally consistent consumer profiles, uncover regional nuances, and package findings for deployment ➛ I wrote and refined strategic concepts, communication ideas; prepared and led clear, inspiring creative briefings and directed internal reviews of strategy implementation

Master Of Science - Ms, Learning And Organizational Change

Graduate studies that focus on the people side of business to drive enterprise effectiveness: Organizational Strategy, Design.

Graduate Certificate, Organizational Behavior

Bachelor Of Arts - Ba, Sociology, Markets And Management

Activities and Societies: Delta Gamma, Chorale, Healthy Devils Peer Educators, Duke ChronicleCoursework: Advertising, Integrated Marketing.

Google Marketing Academy