H. Daniela Mercado Email & Phone Number

United States

Madison, Nj, Us

♦ Build Strategic Go To Market Annual plans for Real Estate Agents to establish them as a brand in their selective markets/zipcodes♦ Set up Martech & Relationship Marketing Tools & Campaigns inclusive of Audience Personalization, and Enhanced Messaging. Increase Open Rate and Consumer Engagement by +5-10% first 30 days while increasing retention & active consumers♦ Build first party database and while leveraging 3rd party data while ensuring minimum 50%+ active consumers while following all guidelines to ensure delivery to customer inboxes vs junk and trash mail♦ Create Social Strategy inclusive of content & storytelling inclusive of monthly calendar to create consistency while maintaining relevancy for the market

Shenzhen, Guangdong, Cn

Developed a team of Paid, Social, and Martech in the US, while hiring first US Agency partners in Media & Creative. Spearheaded robust GTM Marketing plans, including spend mix, media strategy, forecasts, and analysis. ♦ Played a vital role in hiring FIRST US Marketing Agencies for Media, Brand & Creative♦ Led Execution of first Brand Campaign in the United States alongside Premium product launch in 2023 ♦ Launched various social handles increasing growth and engagement daily & surpassing aggressive goals while winning Campaign award and recognition by TOP Tech influencer in the world. ie. TikTok, YouTube, Instagram, etc.• ♦ Managed, developed, and launched FIRST Brand campaign in the US and worked with the various agencies on all content, creative concepts and copy development for final execution. Winning various industry awards while increasing share +1% and +3pts awareness by driving an increase in website traffic by +25% in first 24 hours of launch♦ Built brand messaging and social content strategy, marketing calendar, and established KPIs. Developed analytics reporting based on resulting in +214% year-over-year increase in social performance. Over-delivering on all engagement goals, surpassing closest competitors followers and engagement, becoming viral multiple times in 1st 3 months; +135% increase in content engagement MOM.♦ Worked alongside Ecommerce to optimize consumer journey and increase enhance D2C growth by +30% YOY (First ever double digit growth in US). Lead integrated team in the development of multi-channel creative campaigns to motivate audience to take action♦ Led several high profile Product launches that lead to +200% sales growth and over-delivered KPI goals and traffic by +35%; largest in brand history♦ Optimized all Digital tactics to enhance performance by +30% within first 90 days; increasing website traffic & sales to ALL TIME levels never seen before; causing SELL-OUT in 3 days of first launch with company.

Ridgefield Park, Nj, Us

Developed a team of 20+ Media experts from the ground up. Developed robust marketing media plans, including spend mix, media strategy, forecasts, and analysis. Enhanced and deployed strategies for 50+ campaigns a year. Worked with internal committees dedicated to DE&I, including WISE (Women in Tech) and cultural taskforce teams. ♦ Reduced costs by >$30m by creating and implanting a robust audit process. ♦ Played a vital role in the biggest launch in Samsung History, delivering KPIs up to 500% above target. ♦ Launched a new search performance strategy, increasing return on advertising spend 74% year over year. ♦ Negotiated first-to-market content integrations with key media partners, surpassing KPI targets by 200%. ♦ Spearheaded an initiative to build shop functionality on social handles, surpassing social KPIs ~17% while exceeding follower and engagement goals. ♦ Brokered a high-profile agency RFP, realizing up to $121M in cost savings.

Fort Lauderdale, Fl, Us

Directed end-to-end strategic marketing plans, streamlined brand activation strategies, and drove continuous service improvement. Evaluated growth KPIs and provided senior leadership with analysis of campaigns, results, and forecasts. Additionally; led all operations for teams in 10 offices across the country, ie. hiring, contract negotiations, team management, Office openings, Tools management.♦ Built and nurtured vital relationships with partner agencies, top-tier clients, and internal executive stakeholders.♦ Led a team of 50+ distributed nationally across 9 offices to surpass all performance benchmarks.♦ Developed and Managed $800MM+ Retail Marketing Network across dealer body, while maintaining retention of the program alongside field team across the nation.

Toyota City, Aichi Prefecture, Jp

Head of Media, oversaw consumer consumption research dashboards and reporting. Directed a strategic planning team to deliver innovative forward-leaning multimedia plans across 40 DMAs.♦ Recognized as the go-to internal media subject matter expert (SME), leading the media program to produce 3+ years of positive sales growth.♦ Realized savings of >$80M throughout tenure, via a comprehensive audit program. ♦ Improved revenue ~15% YoY while increasing awareness, consideration, and preference attributes. ♦ Enhanced digital media usage across all plans, including search and social mobile, improving engagement level and increasing ROI by 8%.

Detroit, Mi, Us

Bachelor Of Arts - Ba, Marketing/Marketing Management, General

Business Administration And Management, General

Master Of Business Administration - Mba