Sofia Morales Email & Phone Number

San Francisco, Ca, Us

San Francisco, California, Us

Making Strava famous through creative ideas that spark loyalty and fuel business growth.

San Francisco, California, Us

• Head marketer for the first grocery delivery service powered by a fully autonomous vehicle.• Developed the B2C go-to-market plan to get Walmart customers to try self-driving grocery delivery by Cruise driving 25K deliveries.• Launched a co-branded brand awareness campaign across paid media, owned media and events. Worked with internal creative teams and Walmart marketing on creative development. Managed relationship with our media agency.• Conducted messaging testing and translated consumer needs into product positioning and value propositions for Cruise Delivery.• Developed co-branding guidelines for all partnerships.• Conceptualized and led the Cruise Beta Riding Club for ride hail. Provided a direct line of communication via Discord between the Chief Product Officer, his team and passionate brand advocates. Grew the community from zero to 200 riders, held events with top riders and conducted ride feedback surveys. Feedback from the club influenced feature development and uncovered user pain points.

• Led North America business marketing strategy and execution for two of Facebook’s priority programs: 1) Integrity and 2) Ad Targeting. • Simplified complex topics such as election’s integrity, brand safety, data handling and privacy into focused communications; including the Let Me Explain video series, digital ads, blog posts, branded content, webinars and sales collateral. • Led activations to demonstrate Facebook’s commitment to safety during the #StopHateForProfit boycott resulting in all advertisers coming back to the platform.• Drove awareness of the advertising restriction period for political ads through a webinar attended by 2,000 advertisers, in product notifications and Facebook ads reaching over 4 million advertisers.• Led development of digital campaign for integrity which saw 1.2% lift on brand trust metrics and was scaled to Europe and Oceania.

• Led the production of Keep It Local, a consumer brand campaign showing how Facebook helps small businesses grow and encouraging people to shop local. Led the pitch process to identify the right agency partner, vetted over 100 small businesses for the campaign, managed the production of 12 TV spots and over 100 other assets including OOH and digital, oversaw the production of 4 different experiential activations, managed the campaign budget, and worked with cross-functional teams at Facebook to execute the campaign in only 4 months. • Built integrated marketing programs to improve Facebook’s brand perception among small business owners. • Led creative development, testing and optimization of a direct response digital campaign that drove over 20K event registrations and 11K unique attendees to 14 Boost with Facebook training events across the United States. Led production of Spanish ads for cities with a high LatinX population. • Led #SheMeansBusiness, Facebook’s program to support female entrepreneurs, creating the #SheMeansBusiness’s Facebook group (12K members), the Notes From The Field video series and holding 35 community events across the United States.• Launched Share It With The World, a Facebook brand campaign that achieved a 3.3% lift on brand preference metrics.

New York, Ny, Us

• Developed strategy for Barbie’s integrated brand campaign Dads Who Play Barbie highlighting how dad and daughter playtime with Barbie helps little girls achieve their full potential. The campaign got 472 PR placements, garnering 671M positive impressions.• Led communication strategy development and creative testing for the launch of Tropicana Essentials Probiotics.• Fielded research including semiotic analysis of ecosystem brands, instant response dial sessions and concept evaluation to inform strategy for AT&T’s winning pitch.• Developed strategy for DIRECTV Argentina uncovering cultural insights around the relationship Latinos have with soccer which led to DIRECTV’s Argentina If you’d do anything to watch it, better get it campaign.

New York, Ny, Us

• Worked on brand strategy for the launch of CVS Health and the #OneGoodReason campaign which won a Bronze Effie for marketing effectiveness. Among the B2B audience the ratings of CVS as a “leader in helping people improve overall health” increased by 40%.• Drafted marketing strategy and communication strategy for Meet Me At Starbucks campaign.• Conducted research for new business pitches to develop and validate positioning and messaging. Wrote discussion guides, moderated focus groups in English and Spanish, conducted ethnographies,wrote quant questionnaires and analyzed results.

B.S. Business Administration, Marketing Emphasis. Second Major: Journalism And Mass Communication - Advertising Track

User Experinece Design Certificate

Culinary Arts