Kimberly Carrasco Email & Phone Number

Atlanta, Ga, Us

Atlanta, Georgia, United States

Directed global marketing strategies including strategic planning, brand management, consumer engagement, partnership development, and cross-functional collaboration, contributing to annual revenue growth.- Designed a vision for new marketing capabilities through market research, trend analysis, roadmap planning, strength definition, and value-add education development, garnering company-wide buy-in.- Conducted end-to-end qualitative and quantitative research for a new experimental product to identify customer knowledge gaps by building interviews guides, screening participants, moderating, and analyzing findings, informing leadership and product decision-making.- Enhanced branding alignment by optimizing style guidelines and defining utilization parameters across colors, logos, and messaging, securing team-wide adoption and implementation. - Drove cross-functional alignment with Technical, Sales, Legal, Environmental, and Product teams through product roadmap definition, collaborative brainstorming, and consistent communication, ensuring successful launches.- Evaluated the customer journey to enhance the customer experience and grow engagement via global trade show presence to develop brand trust with target customers including strategic messaging, product education, team leadership, and budget management, across 10+ trade shows annually.- Expanded marketing reach through developing partnerships and building customized toolkits including sales sheets, brochures, social media assets, and digital libraries, driving conversion and brand awareness across 100+ partners.- Oversaw change management during a CEO transition by leading feedback sessions, assessing team needs, deploying surveys, securing answers, defining timelines, and setting transparent expectations.- Cultivated a growth-centered culture through transparent communication, performance management, open dialogue, and individualized goal setting, empowering 16 team members across 4 global teams.

Atlanta, Georgia, United States

Developed and executed product launch branding plans including target audience engagement, go-to-market strategy, custom communication, and sample kit development, driving conversion rates and demand. - Managed a global research study to understand the customer journey including defining objectives, establishing scope of work, vetting vendors, managing budgets, creating focus group questions, and analyzing insights, illuminating new target areas. - Built a partner-focused sales strategy across brand partners by designing customized collateral through identifying key selling points, digesting complex information, and ensuring technical accuracy, scaling partnership revenue.- Oversaw team-wide budget management through creating a spending tracker to assess monthly progress, define priorities, and establish systematic plans, for an annual budget of up to $5.5M.- Enhanced paid social media strategy by promoting sustainability benefits including targeted messaging, engaging visuals, aligned logos and branding, and legal compliance, increasing engagement across Facebook, LinkedIn, and Instagram. - Led a regional brand team of 7 through hiring and onboarding, performance management, and transparent communication.

Atlanta, Georgia, United States

Advised on marketing strategy and insights generation for major brands for topics such as branding, campaign development, consumer insights, and target audience engagement, through successful execution.- Built brand equity tracking surveys to assess campaign impact as the voice of the business by sourcing vendors, defining areas of concern, analyzing YoY changes, and identifying correlations, informing leadership decision-making.- Enhanced marketing campaign performance through optimizing content and messaging including brand alignment, voice of the customer guidelines, and sales team education, for 2 B2B and B2C campaigns in North America.

Atlanta, Georgia, United States

Optimized marketing strategies through driving research improvements, applying consumer insights data, developing new integration opportunities, and collaborating cross-functionally, driving revenue growth and brand awareness.- Developed and presented a project proposal to simplify sales strategies by analyzing customer path-to-purchase, revamping design layout, and optimizing the in-store kiosk experience, through leadership presentation with Lowe’s.- Scaled licensing partnerships though assessing market trends, identifying aligned opportunities, creating an outreach system, designing sales pitches, and negotiating contract terms, garnering a partnership with Sunbrella.

Atlanta, Georgia, United States

Led a team and streamlined the consumer research process by establishing goals, defining priorities, building consistent questions, and developing SOPs for vendor briefings and key findings reporting, driving alignment across 10 cross-functional departments.- Executed full-scale consumer segmentation study, including vendor RFP management, contract negotiations, research discovery processing, qualitative research, survey and data analysis, presenting key insights to leadership, which resulted in identifying 3 key consumer targets. - Developed new consumer personas by conducting ethnographies across 6 regions, which included crafting strategic questions, participant discussion moderation, and insights reporting, informing future marketing strategies.- Enhanced the customer experience through insights from the Voice of Customer survey, improving satisfaction surveys to align with marketing campaigns and identifying growth opportunities, resulting in multiple operational improvements.

Atlanta, Georgia, United States

Revamped branding strategy for paper goods category to align with customer needs from analyzing consumer insights and defining priorities to creating a new innovative product portfolio, driving alignment with target audiences. - Launched a new visual identity through assessing historical performance, vetting vendors, developing product categories, and performing testing with key consumers through qualitative research, evolving the brand experience.

Atlanta, Georgia, United States

Built a new sales category database by architecting a data structure, identifying gaps and deficiencies, and creating business priority groupings, improving data reporting accuracy, efficiency, and usability.- Enhanced sales training across 20+ team members including content creation, data integration, and consumer insights analysis, contributing to securing sales for notable retailers such as Kroger and Wal-Mart.- Created sales presentations through cross-functional collaboration with Sales, Category Insights, and Product teams to establish goals, define differentiators, and analyze path-to-purchase data, driving alignment across all category teams.

Atlanta, Georgia, United States

Developed reporting dashboards using Excel to analyze competitors and market trends, define priorities, track KPI progress, and assess SKU performance, enabling leadership visibility and informing decision-making.- Provided sales data support for creating presentations to analyze SKU performance including repeat purchase, exclusivity, and competitor, supporting reasons to add new SKUs.

Atlanta, Georgia, United States

Built monthly data-driven reports to analyze global trends and identify share fluctuations by collecting syndicated data, managing global database, and ensuring data quality, for senior executives.

Utilized dunnhumbyShop to create reports for the air care category and drilling down to smaller groups such as brands, segments, and forms for a $100MM CPG market- Established benchmarks then reviewed brand loyal panels and trends of smaller groups to pinpoint opportunities and threats

Gainesville, Florida, United States

Scaled marketing strategy supporting sales promotions for 1K+ tenants including content creation and targeted messaging across radio and print, digital, and social media, garnering an incremental 15% occupancy increase and $900K improvement. - Led a team of 11 community assistants including hiring and onboarding, coaching and training, and performance management.

Master'S Degree, Marketing Research

Notable Coursework: In-Depth Interviews and Focus Group | Questionnaire Design | Proposal Writing | Excel | Qualtrics | SAS | SPSS

Bachelor Of Science - Bs, Business Administration And Marketing

Activities and Societies: American Marketing Association | UF: University Athletic Association | Students in Free Enterprise | Institute.

Bachelor Of Science - Bs, Psychology