Briana Nunez Email & Phone Number

Waltham, Ma, Us

I strategically support digital marketers and sales enablement teams across Thermo Fisher Scientific by enabling capabilities that allow them to communicate with their customers and prospects in meaningful ways via social channels. I oversee Thermo Fisher Scientific's enterprise-wide Social Selling, Social Listening, and Employee Advocacy programs, which includes managing vendor relationships and developing training resources for internal employees that align with the latest social media marketing, virtual selling, and digital listening trends. Manage a commercial-facing LinkedIn Sales Navigator program that has seen $636M in attributable revenue since taking ownership. Partnered with LinkedIn to develop and deploy a cross-divisional commercial social selling strategy that drove $59M of pipeline growth and $9M in direct incremental revenue within a key market segment.Led the development of a corporate Social Media Crisis Management Protocol designed to mitigate unforeseen reputation risks in collaboration with Brand and Corporate Communications.

Waltham, Ma, Us

• Kickstarted the first digital marketing program in Thermo Fisher Scientific's Genetic Analysis Division in North America. • Ideated digital go-to-market strategies for five business segments: qPCR instruments, qPCR consumables, capillary electrophoresis, reproductive health, and microarray in partnership with six business managers.• Led the development and execution of 19 multi-channel digital marketing initiatives across paid media channels including Social, Display, Direct Buy, and Paid Search.• Managed over $1 million in outbound advertising spend across 177 campaigns.• Identified optimization opportunities across campaigns on Adobe, Google, YouTube, Facebook, LinkedIn, and Instagram that reduced CPM -63%, CPC -53%, and CPEV -54%.• Produced over 14 high-quality videos that generated awareness of flagship product lines and leading-edge scientific workflows via paid and organic channels, outperforming static content and boosting the SEO of critical landing pages.• Trailblazed innovative marketing techniques such as Social Native Lead Gen Ads, YouTube SEO, interactive HTML5 ads, and new video marketing placements.• Influenced informed tactical planning by split testing networks, creative, placements, CTAs, and trending techniques while reporting the outcomes division-wide.• Educated business partners on modern marketing principles and digital fundamentals by creating a comprehensive Digital Marketing 101 presentation series.• Expanded operations to meet increasing business demands as ad budgets ramped up 63% and campaigns increased 165% in H2 2021.• Scaled digital team operations by sourcing and onboarding an external advertising agency, as well as screening, interviewing, and onboarding a second digital team member.• Established Digital Marketing Standard Operating Procedures, Workfront templates, and standing mechanisms to bring new hires and ad agency up to speed quickly.

Carlsbad, California, Us

• Spearheaded the first internal social media marketing program in North America and managed regular publishing and engagement on LinkedIn, Facebook, Instagram, YouTube, and Twitter.• Increased engagement by producing high quality videos, graphics, and post copy that increased core social KPIs – Engagement, Reach, Followers, and Views – by 146% YoY.• Masterminded and executed more than six cross-platform strategies that drove demand for critical new product launches and increased social web referrals to the brands’ owned websites by 435% YoY, contributing to an increase in gated form fills.• Unified the company’s global social media strategy by devising comprehensive global guidelines including industry and external benchmarks as well as social media marketing best practices.• Showcased the company’s most compelling stories and attributes by honing high-level business messaging into a cohesive, yet dynamic editorial calendar.• Bolstered brand loyalty by harnessing social listening software to actively scan and promptly engage with positive and negative customer sentiments on branded posts, direct, and indirect messages. • Slashed media production costs by directing video production from start to finish, including pre-production script and storyboard composition to shooting on-site videography to post-production editing in Adobe Premiere Pro.• Compiled an extensive content library by capturing videos and photos at corporate events and tradeshows with professional DSLR cameras, tripods, and lenses.• Portrayed a professional brand image across all social handles by designing and resizing photos, videos, and graphics at proper specs in Adobe Creative Suite.• Regulated content quality across social profiles by aligning closely with internal legal and brand teams as well as external vendors and agencies.• Continued oversight of the corporate Online Reputation Management (ORM) program.

Carlsbad, California, Us

• Founded the first Online Reputation Management program that achieved a strong 4.4-star rating and an 85% YoY increase in product review volumes across 100+ review websites. • Constructed the strategy, communication guidelines, and crisis response processes for the ground-breaking digital CX program, which became the global blueprint.• Managed outside agency relationships which included establishing weekly mechanisms and being a governing influence over software development, as well as negotiating annual licensing agreements.• Presented quantitative and qualitative consumer data to executive leadership and functional stakeholders regularly to influence user-centric product and program R&D.• Successfully implemented three complex API connections between SFDC, Pardot and BirdEye software that increased review volumes while elevating the SERP rank of key product detail pages. • Crafted PR-appropriate responses for up to 7,000 online reviews annually working closely with the content marketing and legal teams to uphold vital brand messaging standards.• Motivated 200+ salesforce reps to solicit brand and product reviews from influential customers by initiating a competitive SPIFF contest and presenting at national sales meetings. • Facilitated rapid closed-loop customer resolutions that organically impacted online ratings by overseeing a team of customer service agents who improved customer satisfaction through personalized care.• Developed seven exhaustive Standard Operating Procedures (SOPs) and trained employees to meet all standards related to brand messaging, empathetic resolutions, tactical marketing execution, trend & sentiment analysis, social listening, and more.

Carlsbad, California, Us

• Managed the company’s multi-million-dollar OEM parts category, as well as an aftermarket B2B customer loyalty program designed to encourage OEM part sales.• Actively solved problems while collaborating closely with the Product Marketing and Engineering departments to optimize the product offerings, price positioning, promotions, value improvements and more to better meet consumer and B2B channel needs.• Created digital, print and POS display content designed and executed to upsell parts and accessories. Was the featured expert in several Parts Tips & Tricks videos on PolarisPool.com.• Crafted internal & external marketing communications to various channels to launch initiatives designed to drive sales and strengthen customer loyalty.• Conducted critical market research as a part of an exclusive taskforce to ensure the successful launch of a high-demand product obsolescence program that was deemed a success with the target market.• Coordinated dozens of digital and print trade marketing projects for external clients including brochures, flyers, truck wraps, websites, banners and email mastheads that consistently exceeded client expectations.• Supported Trade Marketing projects including managing product price lists, delivering all internal email marketing communications, creating UX training videos for a digital postcard building website, maintaining a database of sales and marketing resources and more.

• Enriched copy and supported web operations for TractorByNet.com, the top online small farm equipment community with over 3,000,000 annual pageviews.• Optimized PPC Search and Display demand gen campaigns across the Google Ad Network, driving up to 20% more web traffic to target web properties.• Enhanced growth, reach and engagement across social media platforms such as Facebook, Twitter and YouTube by publishing engaging content and deploying engagement automation software.• Refined digital marketing strategy by generating comprehensive web traffic reports incorporating key web metrics mined from Google Analytics and other analytics databases.• Increased eCommerce sales and stimulated community growth & engagement by delivering captivating email newsletters and product promotions via SMTP automation software.• Accelerated the growth of a new online web property that quickly grew to receive 600,000 annual impressions by implementing SEO tactics such as creating a library of keyword-targeted content supported by affiliate backlinks.• Acquired new digital advertising partners by identifying prospects, acquiring leads and moving targets through the sales funnel utilizing digital outbound sales techniques and tracking account sell-through via CRM software.• Managed the TractorByNet eCommerce portal and played a critical role in the launch of a new online review section of the site by refining over one million data points using regular expression and advanced data management techniques.

Carlsbad, Ca, Us

Managed daily business operations including office administration and on-site production assistance at live music events for a world-renowned remote recording studio. Pioneered several creative and ongoing projects including:• Established the studio’s various social media profiles and maintained regular content.• Nurtured press relations with music industry publications to facilitate ongoing PR opportunities.• Shot photography for social media and PR channels during live events such as Coachella and Van Morrison live.• Designed, curated photos and wrote copy for a Historical LeMobile Photo Album to showcase its iconic legacy to prominent studio guests.• Implemented an RIAA Certification Display Wall to present the many RIAA awards the studio had acquired to musicians and industry professionals.