Reported to HP’s CMO. Scope covered In-house Creative/Production Studio, HP.com/Digital Experience & Social Team, and Marketing Services. Total 252 FTEs. HP StudioLed a Marketing Transformation in content by building HP Studio – an offshore/low-cost in-house creative/production studio (India/China/Argentina) - and transformed it into an AI-powered content engine. Deployed AI Marketing Strategy through a rigorous process of experimentation / proof of concept / business case radically transforming the way content is created, produced, and localized. AI workstreams span from Product/lifestyle photography reinvention using Gen AI; Machine translation that compresses delivery at global scale in 40+ languages; to Automating the process of content-at-scale for campaign amplification, NPI assets, social content and assets for Amazon and other digital marketplaces. AI adoption and a low-cost location strategy has reduced the cost of production by 40%, as well as in-sourced new capabilities that are core to the future of marketing.HP.com/Digital ExperienceDesigned 900+ Digital experiences/year on HP.com using experimentation, data analytics and design optimization to drive customer engagement and purchase intent. Marketing content on website 2X the conversion vs. other sources of traffic and with 15% higher order volume.Conducted 110 Adobe Target tests and 116 user tests in FY23 prioritizing services and subscription models targeting customers with higher lifetime value potential.Led the Global Social Team responsible for Social Strategy, Publishing, Management of HP-owned social channels. In-house creative +64% higher engagement vs. external agencies, +68% more video views and +22% more video completions.Marketing ServicesProvided backend support to HP’s 900+ Marketers through a low-cost model with service hubs in Guadalajara (Americas), Bucharest (Europe) and Dalian China (for APJ).Management/Updating of Marketing Tech Stack to reflect adoption of AI.

Led Print Marketing in the Americas Region focusing on developing marketing strategies and E2E programs that supported strategic priorities in Home Printing, Office/Commercial Printing and Supplies (ink cartridges and toner).Accelerated growth of Home Printing by targeting a new generation of consumers through innovations like HP Sprocket (pocket-size printer), HP Tango (first voice-activated home printer), and creating digital/social campaigns with strong emotional messaging.Executed an integrated HP Security campaign “Wolf - starring Christian Slater” leading to HP Printers to have the highest endpoint security scores in 2019/2020 which led to the “HP Most Secure Printer” positioning. Event marketing for Enterprise Customers with Security Experts screening showcasing HP security solutions and screening long-format ad campaign and customer testimonials. HP Wolf Security micro site and social assets. Direct marketing with white papers on endpoint security risks and HP solutions to mitigate risks.Elevated HP’s ABM-Account-based Marketing with a focus on more personalized / contextual messages to enterprise customers throughout the different phases of the sales funnel to increase marketing’s contribution to sales. Rebalanced marketing budgets and prioritized digital and social assets to focus on more profitable digital channels: HP.com Store, ecommerce partners like Amazon, eBay, Staples.com, BestBuy.com, OfficeDepot.com and Costco.com. Expanded the use of first-party data collected through telemetry (information printers gather and send back to HP via wireless) to create campaigns targeting consumers to continue using HP Original Ink/Toner vs. generic cartridges to increase after-market loyalty and promote HP Instant Ink – subscription-based service – to build long-term customer relationship and strengthen recurring revenue model.

Led BBVA’s Global Marketing community during the bank’s Digital Transformation - from a traditional retail to an online/mobile banking powerhouse. Mapped digital customer journeys within the most significant financial life moments and defined marketing strategies and content to drive audiences to online & mobile banking and download digital products like BBVA Wallet.In the first 3 years of the transformation, digital sales went from zero to 38% of the bank’s revenue. Engagement of digital customers 6X and marginal contribution 4X vs customers using ATMs/branches/call centers. Created the foundation for a strong global BBVA Brand beyond Spain (Mexico, South America, U.S., and Turkey), with the development of the company’s first global campaign “Anywhere Banking” leveraging BBVA – Official Bank of the NBA and LigaBBVA Title Sponsorship of Spain’s First Division Soccer.Responding to request from the CEO, led the development of an inspiring new Purpose for the BBVA Corporate Brand ‘To Bring the Age of Opportunity to Everyone.’ Deep dive into the bank’s history in Bilbao 160 yrs ago funding steel for the Industrial Revolution to today funding the Digital Revolution that opens opportunities for all. The Purpose work led to a brand redesign and the message permeated throughout all communication touch points.Created a Marketing Capability Program standardizing the use data & analytics by using common frameworks & tools (business plans, integrated creative workshops with ad & media partners, customer journeys, connection maps, pre-testing/AB testing protocols, real-time campaign dashboards to improve funnel optimization). For BBVA’s Corporate Investment and Private Bank Customers, developed a Gastronomy Marketing Platform through the partnership with El Celler de Can Roca – the World’s Best Restaurant in 2013 & 2015 - providing culinary experiences in over 15 cities around the World, as well as content and workshops dedicated to customer experience.

Led the strategic marketing agenda for Kraft Foods/Mondelez portfolio of exciting power brands in Latin America in the biscuits and chocolate categories, brands such as, Oreo, Club Social, Trakinas, Belvita, Lacta, Milka. After two years in the company, was assigned to lead Marketing Services in Latin America (area that included Consumer Insights, Marketing Analytics, Consumer Relations, Brand Planning, Marketing Capabilities and Media Strategy).

Set the long-term strategic vision to accelerate growth of the snacks & food portfolio at PepsiCo do Brasil, which includes the Elma Chips line (Cheetos & Fandangos extruded, Ruffles, Sensações & Stax potato chips, Sabores da Terra Brazilian roots, Doritos tortilla & salsas), the Quaker line (oats, morning cereals and cereal bars), Toddy (chocolate milk modifiers) and Coqueiro (sardines, tuna & convenient fish products).Led the innovation agenda, in close partnership with the R&D Team, in the development of health & wellness line extensions like Quaker cereal bars, increase the emotional connection with Brazilian consumers through local flavors and explore and test adjacent categories.

Marketing strategy and management of the 7UP Brand globally (outside U.S. & Canada). 7UP is a US$ 1 billion+ brand marketed in more than 120 countries Internationally. Historic business turnaround: 11% CAGR growth 2003-6 (vs. a global category that grows between 2-3% a year) through the leadership of a global task force that created new brand architecture, developed a powerful communication strategy, created a product/packaging innovation pipeline. Most significant accomplishment was the development of H2OH! - PepsiCo International's first lightly-carbonated flavored water - launched in markets such as Ireland, Portugal, Malaysia, Vietnam, Mexico, Colombia, Ecuador, Uruguay, Argentina and Brazil becoming a $500M incremental business by year three. Concept developed to attract young adults / ex-7UP drinkers who were leaving soft drink category in favor of non-carb alternatives like ice teas, water and juice-based beverages.Other product/packaging initiatives: Limited Edition 7UP Ice - with cooling agent, 7UP Bite - sweet & sour, repositioning of 7UP Free - free of color, sugar & caffeine - in Europe, and a proprietary bottle design called 'Curvy' launched in China & India.

Responsible for developing the marketing agenda for the relaunch of PepsiCo Soft-drink Brands (Pepsi, Pepsi Light & 7UP) in the Brazilian market marketing working in partnership with Bottling partner AMBEV (part of AB InBev) - recognized as one of the World's best beverage organizations. Worked on a number of marketing campaigns including the Pepsi Football Platform using Brazilian soccer players for in-store and promotional activation. This platform was later adopted by PepsiCo's Global Team and is still in use decades later.