Daniela Morales Email & Phone Number

Lake Forest, California, United States

Lake Forest, California, United States

• Oversee new item set up, media and content optimization across priority retailer.com sites for Kwikset, Pfister & National Hardware. Oversee Retail Media efforts managing spend for Amazon, Build.com, Home Depot.com &.
• Grew team to 6 internal strategic thinkers and trained 3rd party media agencies to build integrated marketing communications plans with focus on digital content and eCommerce media (1 Digital Merchandising Manager, 3.
• Built new internal team to proactively optimize branded content across priority e-comm channels to drive sales conversion
• Manage $15M in yearly media spend via internal media team of 2 and 3rd party retail media partners to ensure media campaigns are delivering on aligned KPIs and business objectives
• Leveraging understanding of content creation, ecommerce, retail merchandising, engagement analytics and digital paid media to optimize internal commercialization process
• Deep understanding of digital landscape and the metrics that drive value in an eCommerce business. Provide competitive thought leadership and constant steward of business attending e-Commerce Summits and Retail Media.

Lake Forest, California, United States

• Oversee new item set up and content optimization on Amazon.com across all HHI brands (Kwikset, Pfister & National Hardware). Lead internal content and media teams to deliver against.com sales and business objectives..
• Lead a team of 4 internal strategic thinkers and 3rd party media agencies to build integrated marketing communications plans with focus on digital and eCommerce media (3 Associate Content Managers & 1 Media Manager.)
• Built new internal team to proactively optimize branded content across priority e-comm channels to drive sales conversion
• Onboarded and trained internal media team. Overseeing 3rd party retail media partners and internal team to complete media campaign optimizations to achieve ROAs benchmarks
• Leveraging understanding of content creation, ecommerce, retail merchandising, engagement analytics and digital paid media to optimize internal commercialization process
• Deep understanding of digital landscape and the metrics that drive value in an eCommerce business.

Lake Forest, California, United States

• Oversee new launches and commercialization of Pfister products across priority online and in-store retailers including Amazon.com, Wayfair.com, Lowes.com, Home Depot.com, Build.com and Menards
• In collaboration with sales, build and deploy strategic channel and brand activation strategies driving incremental sales and brand awareness/adoption
• Commercialize nationwide new product launches, including development of online and in-store launch materials, creating pre-launch communications to both internal and external customers, updating web assets and creating.
• Develop and execute media strategies for Amazon (AMS/AMG), Home Depot Retail Media+ & Wayfair Sponsored Products
• Manage Rating & Review submissions via BazaarVoice for new product launches
• Utilize performance metrics and analytics to gauge program effectiveness and optimize programs to improve future results

• Hire, recruit, train and day to day oversight of Client Service and Digital Strategy departments both local and remote
• Oversee execution projects leading a team of 3 Digital Strategists and 5 Account Executives ensuring flawless execution and campaign success
• Develop and implement cohesive marketing plans aligned to client business objectives
• Integral in setting current and long-term goals for internal teams in addition to process development
• Design and review digital media and marketing department campaign budgets
• Monitor and review all marketing campaigns providing strategic direction

Santa Ana, CA

• Developed and oversaw strategic digital media & e-commerce plans for clients across Food, Personal Care, Film/Entertainment, Furniture & Pet Care brands
• Experience developing plans across display, native and social advertising channels for top brands including Nestle, Quest Nutrition, BIC & Coca Cola
• Responsible for working with internal teams and outside agencies for holistic brand planning
• Led development of key proposals closing $1.7MM in business
• Analyzed digital media performance to provide brands and agencies with strategic, actionable insights
• Developed compelling sales tools including Vertical Specific Capabilities Presentations, Sell Sheets,Case Studies & Marketing Collateral

• Developed and executed world-class integrated and collaborative shopper marketing plans for various retailers and brands across Personal Care & Foods.
• Managed over $12M in retail shopper marketing budget across Foods, Personal Care and Refreshments Supermarkets West division
• Developed strong relationships with key retailer marketing contacts as well as Unilever sales teams to deliver against brand/portfolio objectives
• Managed shopper marketing agency staff to ensure timely execution of over 100 creative campaignsincluding digital, social media, targeted radio & print (POP/POS Material)
• Responsible for annual planning, writing agency briefs, customer presentations, overall agency guidance, creative reviews and program evaluation
• Lead multicultural internal brand review for shopper marketing division presenting yearly plans to key brand stakeholders to support incremental spend

Irvine, CA

• Plan and execute Unilever multicultural shopper marketing campaigns across various customers including Unified Grocer, Bashas/Food City, Supervalu, Safeway and Kroger/Food4Less
• Oversee internal team and outside vendors to execute custom campaigns designed to drive sales and increase brand awareness
• Launched innovative Hispanic shopper marketing campaign at Northgate Gonzalez Markets resulting in incremental sales and a feature in Shopper Marketing Magazine

Irvine, CA

• Develop and implement marketing projects including brand positioning, digital marketing (website optimization including SEO), social media management, and tradeshow/event planning
• Oversee internal team and outside vendors to execute marketing plans
• Manage and execute marketing materials, brochures, case studies, press releases and sales collateral
• Assist in the development and execution of sales process workflows, proposals, RFPs and sales presentations

El Segundo, CA

• Manage client relations and executions of custom field marketing campaigns for CPG accounts
• Manage over 20 client contacts throughout the U.S. equaling over $750,000 in revenue
• Develop and execute experiential campaigns for major brands such as Unilever & SC Johnson
• Responsible for growing revenue through executing RFP responses, proposals and building custom concepts
• Specialize in Hispanic focused marketing campaigns
• Experience executing in major retailers such as Supervalu, Kroger and Stop & Shop

Santa Ana, CA

• Managed the operations for general market & Hispanic event marketing campaigns for major clients such as Unilever, Procter & Gamble and Stop & Shop
• Maintained 98%+ on date execution rate for major market retail store events
• Managed field staff to ensure event deliverable and client expectations are met
• Oversaw and tracked budget expenses for all assigned clients to ensure cost savings and program ROI
• Compiled & analyzed event data for client recaps and program presentations
• Developed & conducted training presentations for internal and external staff

Irvine, CA

• Managed multiple recruiting programs for clients such as PUMA, Time Warner Cable, Sharp and Canon
• Analyzed and generated weekly staffing trend reports for company planning and forecasting
• Partnered with business and HR leadership to identify talent needs, workforce planning strategies, business forecasting and search assignments
• Managed field and in house recruiting team of up to 8 recruiters
• Created multiple training programs for recruiting, field and corporate new hires

• Assisted various department heads execute broadcast and new media campaigns
• Performed quality control audits on radio stations nationwide
• Assisted Administrative Assistant in compiling media packages and brochures for major clients
• Assisted in the distribution of public service announcements and marketing campaigns