Martha Polanco Email & Phone Number

Supporting brands in their strategic efforts around go-to-market, brand, sales enablement and communications.

Global, Cn

Responsible launching a new department leading a team of 3 marketers with the mission of driving and optimizing the communication channel strategy including all owned, earned and paid channels to build towards an more efficient communication ecosystem with drivers across Latin America.Focused on driving community building with drivers, developing new communication channels for the company including whatsapp, webinars, community events and optimizing owned digital channels like In App notifications, email & web.

Global, Cn

• Lead end to end multichannel marketing strategies to position DiDi as the best earning and safest app for drivers in Mexico leveraging In App communications, paid online, offline and social media.• Leverage brand health tracker data, app engagement reports, qualitative and quantitative studies to increase driver understanding , identify pain points and opportunities within driver segments to optimize marketing messaging and strategies.• Integrate MMM & brand equity models learnings to improve media investment effectiveness. • Manage all relationships with senior management of the operations, product, safety, growth,customer experience to ensure alignment between business needs and marketing strategies. • Manage the operations of the driver marketing team & responsible for leading and motivating a team of 4 marketers.• Develop strategic business partnerships to improve drivers experience, benefits and income.

Purchase, Ny, Us

• Development of strategies, optimizing results in collaboration with local and regional research, creativity and media agencies for the creation of campaigns, including media strategy, creative testing, brand recognition, trends analysis and product functionalities.• Responsible of the planning and control of the marketing budget, reaching the established goals and providing constant updating to the local and regional senior management on investment challenges and opportunities.• Development of the brand strategy and design of digital content. In charge of the launch of the first virtual experiences aimed at millennials and generation X• Launch of products with commercial partners (i.e. Uber and Amazon, among others) and of mobile applications to promote the use of debit and credit cards, as well as the adoption of new technologies such as contactless payments

Purchase, Ny, Us

• Created the internal and external communication plans to position the service department as an essential part of the business.• Wrote at least 6 corporate narratives around key topics for MasterCard with the purpose of generating documents with impact messages for employees and senior management. Training of senior management executives to communicate the aforementioned business messages in a concise and easy-to-understand manner.• Organized of the conferences for Merchants and Acquirers within the MasterCard Innovation Forum 2017, whose attendance reached 1,200 executives.• Analysis of the impact of all marketing campaigns of the use of credit cards in digital purchases executed at the regional level and in 8 Latin American countries.

Purchase, Ny, Us

• Led production and content curation of the 2016 MasterCard’s Innovation Forum Merchant Centric Track in Miami. Negotiated the participation of world-class industry experts to speak about the digital transformation in commerce. The audience included over 200 client executives from the banking, travel, retail and digital goods industry. The success resulted in an assignment to lead the production of the 2017 Merchant Development International Market Summit in Miami • Prepared detailed digital merchant clients’ Latin America business portfolios. These portfolios serve as a strategic tool for sales executives to draft tactical and strategic sales engagement plans with digital merchant clients to reach revenue targets • Conducted a comprehensive data analysis on the customer's survey administered to 25 client merchants in Latin America to measure the perception of MasterCard’s value proposition. Prepared a presentation with strategic recommendations to sales executives• Managed sales pipeline initiatives across the LAC region and verticals (T&E, Retail, Digital) to assure proper tracking and alignment of objectives between the markets and the region.

Brooklyn, New York, Us

Impremedia is a US-based media company that targets US Hispanic audience through different products. As the Digital Advertising Solutions Manager I was responsible for:• Responsible for structuring the Digital Ad Solutions Department, including creation of processes, pricing strategy, KPIs and product portfolio development• Developed and delivered digital content marketing campaigns sold to national advertisers reaching a 100% growth by Q2 compared to prior year's overall revenue in digital marketing initiatives. Client rooster included Honda, Mc Donalds, ATT, Macy's, JC Penny and others • Created media plans and online advertising strategies that included investments in SEM, SEO, YouTube advertising, Facebook Ads, standard and rich media• Creative director and project manager in FuelersTV a content marketing campaign sold to Honda, created to promote the launch of the 2014 Honda Civic Coupé in the Hispanic market• Creative director and project manager in Los Freestylers a video content marketing campaign sold to Honda: created to promote the launch of the 2014 Honda Fit in the Hispanic market• Managed creative in house and outsourced design and development resources located on Latin America and Europe during the implementation of projects

Milan , Milan , It

• Analyzed weekly sales data to create weekly store performance report, adding at-a-glance indicators to standard report that enabled corporate management to better track and strategize individual stores’ sales in real time. • Produced hyper-targeted costumer profiling and sales strategy reports, improving company ability to merchandise accordingly. • Created sales associate performance and VIC client analysis report. Results were presented at the annual national Prada Managers Meeting and contributed to the sales strategy of the entire USA Miu Miu retail infrastructure for the year. • Responsible for following up with Director’s requirements with the Stores General Management regarding different internal procedures such as monthly sales in-store feedback, End-of-Day and End-of-Month reports, and planning documents.

Milan , Milan , It

Assured proper production of all flagship events such as Fashion Night Out and The Met Gala and all special In-Store events across the U.S. which consisted in recurrent monitoring of expenses, rsvps, vendors and strategic partners.

• Started and maintained local swimwear company by planning and executing business strategy to enter and establish growth in the swimwear market with increasing sales of 5% year to year• In charge of the financial operations including annual budget preparation and sales forecast in order to ensure the firm’s profitability• Led the product development process from ideation to production managing the product through the supply chain across various vendors which produced a total of 3000 pieces across 4 collections• Responsible for business development initiatives establishing a pipeline of customers, organizing trunk shows, product presentations and private sales events, which increased the portfolio of customers by 4% year to year • Led multichannel marketing and public relations efforts which resulted in over 20 media placements in the national press

New York, Ny, Us

• Identified new domestic and international accounts by reviewing client's applications based on the company's new account guidelines • Expedited selling activities during Market Week for Fall 2012 by helping clients select the right product for their needs, assuring accuracy in sales orders and following up with retail partners on processed orders

Los Angeles, Us

• Created and produced on-air branded promotions and special sponsorship on-air formats, typically airing for 30 days and reaching over 29 million households on average. . • Selected and coordinated external vendors (motion graphics and production studios) during all production stages of projects such as the Re-branding campaign BE ON E! aired in all Latin America and production of the sales tape for the network's upfront in 2009. • Clients roster included: Reebok, Hawaiian Tropic, Telmex, Philips, Samsung, Sony, Seat, Movistar, Puma, HBO Latin America, L’Oreal, among others.

Master Of Business Administration (Mba), Marketing & Management

Aas, Fashion Marketing

Graduate Certificate, Entrepreneurship/Entrepreneurial Studies

Bfa, Communication And Media Production

Digital Filmmaking, Directing, Producting And Editing

Education record