Vicky Romero Gomez

Vicky Romero Gomez Email and Phone Number

SVP, Head of Marketing and Digital @ Lifespace Communities, Inc.
United States
Vicky Romero Gomez's Location
United States, United States
Vicky Romero Gomez's Contact Details
About Vicky Romero Gomez

Executive leader with mix of product management and marketing roles at both startups and large enterprise. Interests and experience includes digital marketing, eCommerce, Mobile apps, AI/ML, design thinking, progressive web apps, SMS, conversational design, UX and CX. Passionate about diversity hiring and mentoring within the Latinx community. Practical experience:* 20+ years experience in B2B, B2C, B2B2B and B2B2C product management and digital marketing. Recognized for disruptive creative thinking, identifying blue-water opportunities, and implementing innovation initiatives* Skilled in agile/scrum development, API frameworks, martech including marketing automation, Salesforce CRM, email marketing and global language and localization* Able to adapt quickly to new industries, and think and work across silos. Adept at leading cross-departmental teams including Sales, IT, Finance, and the C-SuiteSpecialties: Digital marketing, Cloud Applications and Platforms, Mobile Apps, Enterprise Software, Corporate Strategy, New Business Models, Project Management, Alliances, Branding, Marketing Automation and Communications

Vicky Romero Gomez's Current Company Details
Lifespace Communities, Inc.

Lifespace Communities, Inc.

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SVP, Head of Marketing and Digital
United States
Website:
lifespacecommunities.com
Employees:
583
Vicky Romero Gomez Work Experience Details
  • Lifespace Communities, Inc.
    Svp, Head Of Marketing And Digital
    Lifespace Communities, Inc.
    United States
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  • Consultant / Self-Employed
    Consultant / Self-Employed
    United States
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  • Consultant / Self-Employed
    Svp Digital Transformation, Genai, Loyalty & Marketing
    Consultant / Self-Employed Jun 2023 - Present
    Retained for expertise in digital transformation, martech, loyalty programs, cobrand cards, AI, emerging tech, and industries:Financial Services, Airlines and Hospitality. Member, Harvard Business Review Advisory Council and Mentor, Latinas in Tech.
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  • Hilton
    Vice President, Global Head Of Digital Channels
    Hilton Dec 2021 - Apr 2023
    Mclean, Va, Us
    * Head of Digital Channels and Hilton loyalty customer experience scaled across 19 hotel brands, as well as channel partners worldwide. Accountability for digital P&L, roadmaps, prioritization, multivariate testing strategy, and NPS/ cSAT/ CLTV. Accomplishments include delivering 40% of worldwide booking revenue totaling ~$4B, 90% of loyalty program enrollments exceeding target by 12%, and 82% of Cobrand credit card acquisitions exceeding target by 28%. Tech product launches: Mobile 3.0, omnichannel headless CMS, real-time Machine Translation, eComm sales for new products Spark and LivSmart, Hilton for the Stay rebranding and marketing content and Tripadvisor customer hotel review engine. * Reporting to the CXO, additional responsibilities included governance councils for Partnerships, Marketing Content, Localization, and Owner Advisory Council. Additional leadership roles: Co-head of Hispanic Employee Network and Women in Tech.
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  • Citi
    Svp Head Of Digital Customer Service & Ai Bots, North America
    Citi Feb 2021 - Dec 2021
    New York, New York, Us
    * Promoted to lead self-service across web, SMS and web AI chat bots, agent chat and IVR call center. Led Servicing domain prioritization for bank, wealth and ~40 cobrand partners across 140MM customers. Used analytics, VoC and intent analysis to improve CX, reduce agent calls and grow CLTV. Partnered with digital, marketing, risk, and compliance teams to develop shared goals, improve risk governance, and measure revenue /cost reduction across all customer journeys. * Led and mentored team of 120 product managers, marketers, UX, and data scientists to develop enterprise AI NLP strategy and roadmap. Improved intent accuracy from 85% to 96% exceeding industry benchmarks. Exceeded cost reduction KPIs by 30%. Served as Operations stakeholder for AI Predictive Servicing initiative. Served as senior lead for Hispanic Employee Network.
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  • Citi
    Svp Acquisitions And Partnerships, Digital Banking
    Citi Mar 2020 - Feb 2021
    New York, New York, Us
    * Recruited to launch COVID Payment Protection Program digital loan origination and customer communications program and scale to include mulit-loan innovation roadmap for Retail Business Banking (Deposits, LaaS) and consumer cross-sell opportunities.* Responsible for Digital GTM Strategy, vendor RFPs, business and tech requirements, and build vs buy vs partner opportunity analysis achieving a 5 yr ~100MM EBITA.. * Ran racial equity and financial literacy programs for Black and Hispanic SMBs and vetted Citi Venture tech vendor/partners.
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  • Citi
    Svp, Digital Self Servicing
    Citi May 2018 - Mar 2020
    New York, New York, Us
    * Head of digital account online, new customer and help journeys for Citi and Co-brand credit cards for major retailers and eCommerce partners such as Home Depot, American Airlines, Best Buy, Macy’s, and 35 additional partners (B2B2B, B2B2C). Lead team of ~30 product owners who use Adobe Analytics, Test and Target, Splunk, ClickFox, and ForeSee data to set business requirements and product strategy to achieve a 60% digital engagement rate, projected six-figure reduction in call center costs via digital self-service and eight- figure balance transfer and credit line increase revenue in 2019. * Develop master roadmap for next-gen product evolution and best-in-class digital customer experience. Responsible for continuous agile delivery of master multi-project JIRA backlog to implement initiatives such as AI help chat bot, progressive web apps, partner native app integration, balance transfer and new customer onboarding. Domain owner for SSO API and biometric authentication. Lead platform migration roadmap for Amazon Web Services, Microservices and Angular. * Responsible for digital customer experience (CX) strategy, value-based messaging, journey mapping, SMS channel and personalization. Manage vendor relationships with Comscore and ForeSee for NPS and CSAT tracking.
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  • American Airlines
    Adobe Test And Target Lead, Citi Cobrand Acquisitions
    American Airlines Feb 2018 - May 2018
    Dallas-Fort Worth, Texas, Us
    * Responsible for Citi Co-brand credit card acquisition campaigns across web properties and mobile app. Managed cross-functional relationships with AAdvantage, Citi, AA Digital Content (CMS) and AA Analytics teams to run multivariate campaigns using Adobe Test and Target to optimize conversion rates. * Developed Adobe Analytics tracking strategy and requirements, feasibility assessments and MPV with AAdvantage program stakeholders.
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  • American Airlines
    Senior Product Owner, Mobile Ecommerce
    American Airlines Oct 2015 - Feb 2018
    Dallas-Fort Worth, Texas, Us
    * Grew mobile booking revenue from $600MM to $1.7B (170%) within 2 years by leading sunset of 3rd party vendor for mobile development and establishing new in-house workstream including new funnel data analysis, employee training, UX design system, legal and compliance processes and UAT workflow. Oversaw 7 scrum team backlogs simultaneously.* Known for delivering the toughest projects, such as SSO, PII compliance, and payment/checkout optimization, that consistently exceed revenue and quality KPIs. Proven ability to lead cross functional teams, build strong relationships and gain trust with executive leadership, high-value-customer customer focus groups and beta testers. Deep experience applying the pro/con of various Agile frameworks such as Scrum, SAFe, Kanban, and Garage, to optimize outcomes.
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  • American Airlines
    Marketing Manager, Business Extra Smb Loyalty Strategy
    American Airlines Apr 2014 - Oct 2015
    Dallas-Fort Worth, Texas, Us
    * Create acquisition, revenue generation and American Express cobrand credit card acquisition campaigns for the Business Extra small and mid-sized business (SMB) loyalty program. Responsible for developing campaign KPIs and ROI metrics using customer purchasing data and analytics tools, including Salesforce.com, Google Analytics, Cognos, and Teradata. * Develop segmentation plans and customer personas to deliver personalized content for web, print and email. Manage BusinessExtra.com website content and landing pages using TeamSite, HTML, CSS and Adobe CS. Use Rally to add website backlog, create user stories and acceptance criteria for web application projects. Keen understanding of Agile processes, web-to-lead marketing automation and demand generation strategies. * Interface with front line Sales reps to map sales cycle, create personas and prepare relevant sales content. Adept at product suite positioning, go-to-market strategy, content internationalization and translation management.* Managed reciprocal loyalty program and codeshare partnerships including OneWorld, British Airways, Japan Airlines, Quantas and others. Adept at product suite positioning, go-to-market strategy, and content international localization.
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  • American Airlines
    Marketing Manager, B2B Strategic Accounts
    American Airlines Nov 2012 - Apr 2014
    Dallas-Fort Worth, Texas, Us
    MBA Leadership Program* Led international program for ‘The New American’ brand redesign including marketing plan, localized web and email design systems, and employee training. Created new brand brochure and email templates a full 6 months ahead of schedule. Represented business traveler segment on enterprise governance groups for Booking, Martech and Loyalty program strategy. * Responsible for B2B and channel go-to-market strategy for new route, product launches and partnership announcements. Prepare marketing plan including key messages, digital and email marketing in multiple languages. Backup program manager for Business Extra SMB loyalty program.* Successfully implemented American’s first enterprise B2B and channel email marketing program from the ground, up. Served as representative stakeholder for implementing CRM and marketing automation platforms (Salesforce, Silverpop), including requirements gathering, writing user stories, and establishing ROI tracking and analytics. Develop multilingual email marketing campaigns in support of corporate and channel partners. Serve as Sales CRM and marketing automation expert.
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  • M-Files Inc
    Senior Marketing Manager, Cloud Ecm & Enterprise Content Management
    M-Files Inc Mar 2011 - Nov 2012
    * Analyzed customer behavior, SEM and lead nurturing programs for Account Mangers and 200+ channel partners in 90 countries. Developed messaging, brochures, coded e-newsletters, managed marketing agencies and contractors. Managed CMS for company website in 20 languages. Led Salesforce CRM and Salesforce Marketing Cloud integration. * Established Agile marketing process, KPIs and ROI reporting across CRM, marketing automation and web analytics platforms. Performed segmentation using basic SQL queries and sprints via Scrumworks. Improved CPL by 25%.
  • Recursion Software
    Senior Product Manager, Mobile & Iot Applications
    Recursion Software Jun 2006 - Jan 2011
    Plano, Tx, Us
    * Served on leadership team at tech startup producing software for mobile app and Internet of Things (IoT) intelligent sensor networks. Led product and marketing teams to manage strategic partnerships, business models, and marketing for Cisco’s Smart Car, Connected Home and Smart Router initiatives and NASA’s Planetary Skin climate change sensor network.* Partnered with CTO to develop product roadmap, rapid prototypes, and co-author white papers. Conducted analyst and media interviews focusing on IoT/M2M and mobile platforms. Achieved company’s first Gartner Magic Quadrant listing.* Lead team of marketing managers and contractors responsible for SEM, tradeshows, whitepapers, and drip email with closed loop tracking in Salesforce that improved marketing ROI by 32% YoY. Saved $120k annually by producing all UX in-house.
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  • Capital Institutional Services
    Manager Of Corporate Communications
    Capital Institutional Services Aug 2002 - Jun 2006
    Dallas, Tx, Us
    * Responsible for marketing and UX design for independent institutional brokerage and research firm. Design and copywriting for ad campaigns, brochures, and weekly newsletters detailing investment product reviews and regulatory news. Designed UX for company’s first web-based account online system. Increased email CTR by 12%.
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  • Branded New Media
    Marketing And Design Consultant
    Branded New Media Jul 2001 - Jun 2006
    Independent graphic design, web design and marketing consulting professional.
  • Nextbill.Com
    Manager, Marketing & Product Management
    Nextbill.Com Jan 2000 - Jul 2001
    Marketing & UX* Served as client-facing project manager for Airborne Express (now DHL) and Eagle Bancshares accounts. Developed Airborne marketing campaign and interactive demo resulting in a 43% increase in enrollments* Designed corporate website, software splash screens, brochures, websites, and online demos. Promoted within 8 months to oversee marketing department.Web Design and Project Manager* Managed web development team to produce online billing and banking websites. Developed a coding process and user documentation, which maximized customization for customers while eliminating nearly all custom code changes and reducing implementation from 30 to 5 days.* Appointed liaison to Airborne Express (now DHL) and Eagle Bancshares accounts. Developed Airborne marketing campaign and online demo resulting in a 43% increase in sign-ups.
  • Madetoorder.Com
    Marketing Administrative Assistant
    Madetoorder.Com 1998 - 2000
    Oakland, California, Us
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Vicky Romero Gomez Skills

Product Marketing Salesforce.com Strategic Partnerships Strategy Crm Marketing Strategy Mobile Applications Management Marketing Automation Email Marketing Product Management Digital Marketing Google Adwords Photoshop Integrated Marketing Google Analytics Dreamweaver Microsoft Dynamics Wordpress Web Project Management Illustrator Indesign Html Seo Project Management Cloud Computing Sem Business Strategy Mobile Devices Enterprise Software Ms Project Mobile Technology Competitive Analysis Web Analytics Go To Market Strategy Service Providers Cross Functional Team Leadership Advertising Marketing Communications Pardot Silverpop Engage Twitter M2m Lead Generation Online Advertising B2b Marketing Social Media Marketing Eloqua Brand Management Leadership Agile Project Management Customer Acquisition Retail Marketing Financial Services Sms Marketing Search Engine Marketing Ios Development Team Building Adobe Analytics Omnichannel Marketing Fintech Api Development Adobe Test And Target Marketing Operations Digital Engagement Loyalty Programs Rally Jira Digital Strategy Agency Relationship Management

Vicky Romero Gomez Education Details

  • Texas Mccombs School Of Business
    Texas Mccombs School Of Business
    General Management
  • University Of California, Berkeley
    University Of California, Berkeley
    Bachelor Of Architecture - Barch
  • Smu Cox School Of Business
    Smu Cox School Of Business
    Graduate Marketing Certification Program

Frequently Asked Questions about Vicky Romero Gomez

What company does Vicky Romero Gomez work for?

Vicky Romero Gomez works for Lifespace Communities, Inc.

What is Vicky Romero Gomez's role at the current company?

Vicky Romero Gomez's current role is SVP, Head of Marketing and Digital.

What is Vicky Romero Gomez's email address?

Vicky Romero Gomez's email address is vi****@****dia.net

What is Vicky Romero Gomez's direct phone number?

Vicky Romero Gomez's direct phone number is +1 817-967*****

What schools did Vicky Romero Gomez attend?

Vicky Romero Gomez attended Texas Mccombs School Of Business, University Of California, Berkeley, Smu Cox School Of Business.

What skills is Vicky Romero Gomez known for?

Vicky Romero Gomez has skills like Product Marketing, Salesforce.com, Strategic Partnerships, Strategy, Crm, Marketing Strategy, Mobile Applications, Management, Marketing Automation, Email Marketing, Product Management, Digital Marketing.

Who are Vicky Romero Gomez's colleagues?

Vicky Romero Gomez's colleagues are Connie Hammons, Darrell Blount, Sabrina Pilney, Paloma Urquizo, Marc Reed, Fernanda Raygoza, Jacquenette Parker.

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