Kecia Paredes Email & Phone Number

New York, New York

Southfield, MI, US

New York, NY, US

Irving, Texas, US

Feeling accomplished after a great #LatinGRAMMY week of purposeful marketing with PepsiCo’s PEPSI brand. Thank you for your partnership and trusting us to bring to life a campaign that gives scholarships to young Latinos pursuing a career in music. Congrats to all and shout out to our amazing CIEN+creative and branded entertainment team!

New York, NY, US

• Bronze Shopper Marketing Award: Multicultural & Lifestyle Segments
• Lead Skin Care and Hispanic brand categories for Team Unilever Shopper (TUS), a multi-agency integrated model delivering omnichannel shopper marketing programs, national consumer promotions, experiential activations.
• Serve as a primary brand/category shopper marketing expert at both national and local levels. Partner with the client in evaluating purpose-led communication strategy for Unilever brands and scale events, ex. Feeding.
• Lead, inspire and develop cohort shopper marketing team who serve as a Hispanic brain trust for all strategy, insights, planning, and execution for brand and field teams across all categories, Food & Personal Care.
• Initiated and developed Hispanic Shopper toolkits (best practices, insights, retail-specific strategies) for field teams to activate locally in key markets resulting in the 1st Multicultural Effie Award-winning.
• Led 1st Kantar data analysis for Hispanic programming, resulting in key marketing insights impacting the business planning cycle.

New York, NY, US

• Responsible for P&L, business scorecard, and evolving the long term product strategy, brand vision and value proposition to ensure continued marketplace leadership for our flagship premium product while leading a.
• Developed Platinum card strategy leveraging cardmember insights, competitive landscape to stem organic sales pressure.
• Managed partners in luxury lifestyle benefits including travel, dining, and entertainment. Influenced and gained approval for premium lodging communication strategy for proprietary and partner benefits to capitalize on.
• Ensured relevant marketing communication across acquisition and loyalty including digital and direct mail channels.
• Collaborated with cross functional teams to deliver a seamless customer experience across customer lifecycle by identifying and eliminating friction points to reduce call volume to the premium servicing center.
• Oversaw implementation of disruptive customer contact strategy across business units in order to cap email and direct mail marketing communications (averaging 300/year) to Platinum cardmembers. Resulted in 50% reduction.

New York, NY, US

• Responsible for retail marketing strategy planning and execution for the Drug & Dollar store channels across all prepaid products.
• Partnered with client management teams to acquire new business, enhance partner relationships via iterative B2B marketing planning process and gain final approval. (included portfolio/brand/retailer strategy, Zero.

New York, NY, US

• Led brand and acquisition marketing team for national retail launch. Defined Bluebird target customer (e.g., usage, attitudes, behaviors), leveraged insights to create and implement omni-channel strategy across key.
• Managed Synergistic Testing /Qualitative Focus Groups to ensure all marketing touch points had consistent message, eliminated any negatives and passed disaster checks. Managed Pre/Post ad testing and identified areas.
• Worked directly with partner (Walmart) marketing team to evaluate “big box” program opportunities. Developed business cases, presented to Senior Leadership (Amex & Walmart), gained alignment and funding approvals.
• Member of Bluebird launch team-2013 Chairman’s Award for Innovation

Bentonville, Arkansas, US

• Defined business issues, identified customer insights to develop strategic recommendations and gain alignment from senior management. Output ranged from tab strategy changes to pursuing a coop funding for an apparel.
• Developed and managed key supplier partnerships on new and existing marketing initiatives. Initiated and secured $600K in supplier funding to develop a holiday gift guide. Augmented 4MM printed circulation with.
• Managed large-scale marketing activation development and execution. Partnered with key supplier to execute 800 in-store demos for Hello Kitty Walmart launch. Resulted in +2.5MM brand impressions, 138% event day lift.
• Led development of apparel tab pages (50MM circulation) by compiling competitive analysis, business forecasts, and seasonal insights to deliver $125MM sales. Partnered with execution team to identify breakdowns and.

Paris, FR

• Senior & Multicultural Brand Manager (Jan '08-Apr '11) Associate & Brand Manager (May '05-Dec '07)
• Led consumer insights research and customer segmentation for national launch of Danonino (1 of 4 Global Key Brands), leveraging market research and product development stage gate process delivering +67% vs. regional.
• Managed reformulation work for Light & Fit, a complete overhaul of existing formula, fruit, flavoring, and optimized tri-sweetener blend. Resulted in final product beating competition on taste for the 1st time ever.
• Developed sales strategy to revitalize the Danimals portfolio resulting in 1) 1st kids yogurt product innovation in 5 years, delivering 52% above target and 2) optimized product assortment delivering +26%.
• Spearheaded and secured internal support for 1st digital on-line program plan targeting Moms. Resulted in 176MM impressions, CTC rate 13%, and securing 200% increase in digital spend for 2011.
• Led development of Hispanic integrations across Danonino and Activia. Included creative development, acquiring Hispanic talent, securing Latin Grammys sponsorship, and product integrations across major Hispanic.

Cincinnati, Ohio, US

• Multicultural Business Development Organization (MBDO)
• Managed Charmin Multi-million dollar for the U.S. Hispanic market and Puerto Rico. Primarily focused on obtaining actionable consumer insights coupled with copy test results to make recommendations for upcoming equity.
• Conducted Business Analyses via: 1) analyzing DSMP strategies, coordinating with sales team to implement, 2) analyzing Nielsen data to track brand performance and key initiatives results 3) conducting detailed.

Bentonville, Arkansas, US

• Led analysis of U.S. Hispanic money transfer test market. Developed bilingual radio marketing plan with $2.7 million projected profits). Presented forecast and strategic recommendation to C-Suite, CEO Lee Scott and CFO.
• Identified and secured internal marketing channels (Wal-Mart TV and monthly circular) free of charge and increased in-store awareness and trial of money transfer products.

Mba, Business Administration

Ba, Mathematics & Economics, Minor International Relations

Master Of Business Administration - Mba

Master Of Business Administration - Mba