Melanie Muroya Lei Email & Phone Number

Toronto, On, Ca

Toronto, Ontario, Canada

Toronto, Ontario, Canada

• Implemented and optimized programmatic advertising campaigns across multiple platforms with keen attention to details.• Collaborated with cross-functional teams to ensure the seamless execution of digital marketing initiatives for brands like Pizza Pizza, Interac, Planet Fitness, Air Miles, Export Development Canada (EDC), and the Royal Canadian Mint.• Managed relationships with external vendors to implement PG and PMP deals.• Collaborated in the creation of detailed reports, leveraging Excel and digital marketing knowledge, based on the analysis of our campaign performance data to provide actionable insights to improve targeting, reach, and engagement.• Utilized ad tech platforms (DSPs) such as DV360, Yahoo, Google Ads, Trade Desk, and Vistar to set up, launch, and manage programmatic campaigns, ensuring strict adherence to best practices and pacing.• Maintained a comprehensive understanding of programmatic advertising regulations and compliance standards with a keen attention to details.• Implemented an efficient tracking system using Excel and leveraging digital marketing knowledge to ensure optimal campaign pacing, contributing to the successful execution of targeted advertising initiatives.

Toronto, Ontario, Canada

Perú

• Brand Strategy and Development: Crafted and executed comprehensive brand strategies for soft and hard candies and gummies, resulting in a 22% increase in sales YTD. • Cross-Functional Collaboration: Collaborated with product development, sales, and marketing teams to ensure brand consistency across all channels and product lines.• Integrated Marketing Campaigns: Led the development and implementation of integrated marketing campaigns, incorporating digital and traditional channels to maximize brand impact for Halloween and Topline. • Product Launches: Successfully orchestrated high-impact product launches: Vitaminv C candies, Grosso Frutal Mix, Mogul 50g and Topline Acid Blue.• Consumer Insights:• Utilized consumer insights and market research to inform branding strategies, resulting in more targeted and resonant messaging.• Budget Management: Managed brand budgets effectively, optimizing marketing spend.• Brand Performance Analysis: Implemented KPIs and conducted regular analysis to assess brand performance, adapting strategies for continuous improvement.

Perú

• Worked with cross-functional teams in the implementation of efficiency projects, ensuring seamless execution and timely delivery, resulting in streamlined processes and improved operational performance.• Executed the Kit Kat campaign in the traditional channel, achieving a 46% growth in sales coverage. Utilized effective project management skills to coordinate campaign elements and ensure successful delivery.

Lima, Perú

• Developed and executed comprehensive brand strategies aligned with business objectives for the brands Gloria Light, Lactose Free, Super Light and Soy Vida.• Launched the Digital Campaign of Gloria Light, resulting in a 15% increase in brand market penetration and a +70% increase in sales YTD, strengthening our position in a competitive market.• Engaged in cross-functional collaboration with I&D, Nutrition, Planning, Sales teams and agencies to ensure brand consistency and sales when launching new products to the market.• Conducted market research to identify trends, competitor activities, and consumer preferences.• Developed business cases for implementing efficiency projects, with a projected annual savings of USD 0.5 million in the milk category.• Executed sales plans in the traditional channel for the Macro South region, resulting in a +35% YTD growth.• Managed and allocated budgets effectively to maximize return on investment.

Lima, Perú

• Developed and executed comprehensive marketing plans aligned with business objectives for the brands Gloria Light, Lactose Free, Super Light, and Soy Vida.• Managed and allocated marketing budgets effectively, achieving a compliance rate of 98%.• Analyzed data and performance metrics to measure the success of marketing initiatives.• Launched the Gloria Light 360° campaign, resulting in a +5% brand penetration, the highest growth in the entire category, a +20% engagement rate, and a +16pp increase in positive brand sentiment above the average.• Executed Gloria Light's efficiency projects, coordinating with multifunctional teams, resulting in a +2pp increase in gross margin (USD 1.5M).• Executed an effective pricing analysis and plan for Soy Vida in the modern channel, resulting in a sales increase of +13%.• Implemented KPIs and regularly monitored brand performance, making data-driven adjustments.

Provincia De Lima, Peru

• Worked and executed the Marketing plan for functional and Kid’s Yogurts (Battimix, Milkito, Battishake, Greek, Actibio and Slim). • Relaunched the Slim brand, with a 360° campaign, which brought a +20% sales volume, +34% market penetration, and +9pp growth in share of market.• Launched the 360° Battimixea campaign that achieved historical sales for the brand with +33% in sales.• Led the management of the category's budget with a compliance with a deviation of less than 0.5%.• Coordinated the creation of the case for the campaign of Actibio Black Quinua, which won bronze Effie award in the Food category.

Provincia De Lima, Peru

• Analyzed media strategies for OOH, Digital, and Press.• Supported the implementation of campaigns for multiple brands, coordinating between agencies and internal clients.• Assisted in implementing digital strategies to boost awareness and engagement on social networks.• Oversaw the pre-review of market studies proposals and monitored their execution.• Supported the monitoring of payment to advertisement suppliers.• Assisted in coordinating donations and institutional events.

Jr. El Polo 401 Oficina 409

• I proposed sales actions to attract and develop long-term relationships with B2B customers in the textile sector (client portfolio grew by +28% in 3 months).• I gave support post-sales to clients to increase customer satisfaction.

Calle Centenario 156, La Molina

• Support to implement the strategy of different products.• Development of reports (benchmarking and Google Analytics)• Community Manager in the Mobile Banking APP.• Review of the weekly content calendar for Facebook and Twitter.

Av. Montegrande 195, Surco

• Manufacture of applications and embroidery for haute couture party dresses.• Support for the entire chain of the business model, from the acquisition of supplies to customer service at the point of sale.• Support in events (photo shoots and fashion shows).• Support in the dress fitting and purchase experience of the clients.

Postgraduate Degree, Marketing Digital Engagement Strategies

Activities and Societies: Graduated with High Honours and recognition of academic excellence.

Bachelor'S Degree, Business Marketing, Academic Excellence