LAURA MELÉNDEZ

Marketing Professional

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BIO

I'm a bilingual marketer with 15 years of experience and a passion for solving complex marketing challenges, from developing strategic plans to promoting new products to - more recently - developing corporate social responsibility programs. I've been fortunate to have the opportunity to work on exciting projects using research and data analytics to design and execute ever-changing advertising plans, deploying anything from traditional TV to cutting-edge digital experiences.
A life-long learner with demonstrated ability to build and activate diverse networks, I excel at fostering effective cross-functional collaboration in highly matrixed organizations. Proud nerd that I am, I use data to find answers to complicated questions and drive change to produce meaningful results (and that includes growing juicy home garden tomatoes!).

Industries: Entertainment, Telecommunications, IOT and Technology.

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EXPERTISE

MARKETING PLANNING & EXECUTION

AGENCY & VENDOR MANAGEMENT

INTEGRATED MARKETING COMMUNICATIONS

COMPETITIVE ANALYSIS

DIGITAL MARKETING

SEGMENTATION

MARKET RESEARCH

DATA-DRIVEN MARKETING

November 2017 – Present

CORPORATE SOCIAL RESPONSIBILITY

October 2014 – November 2017

INTEGRATED MARKETING COMMUNICATIONS

Implemented first integrated cause marketing campaign at Verizon Wireless, exceeding 2018 KPI targets. Designed $21M philanthropic program answering United Nations Sustainable Development Goals #4 & #8. Orchestrated Verizon’s largest volunteer effort: 54 events that mobilized 1,400 volunteers nationwide.

Created first ever organization-wide integrated marketing communications process at Verizon Wireless, ensuring alignment across all tactics and segments. Led go-to-market and governance across internal teams and agency partners. Steered strategic launches for key products, with media budgets up to $25M, through the marketing lifecycle: from brand development to results optimization. Developed strategic plans to drive subscriber and revenue growth during key promotional periods across all Verizon lines of business, connecting targets to product portfolio using insights, competitive advantages and current market trends.

EXPERIENCE

June 2010 – October 2014

MULTICULTURAL STRATEGY

Developed acquisition and CRM integrated marketing strategy for the Hispanic and Asian consumer segments. Directed agency partners to implement plans on-budget and on-time, delivering 15% annual growth. Managed $2M research budget to identify multicultural and millennial opportunities. Insights drove strategic guidance for marketing, product development, content partnerships and regional activity. Drove KPIs optimization to ensure effectiveness and profitability. Target KPIs exceeded annually. Established innovative bartering partnerships to support acquisition and retention programs and maximize marketing budgets. Created and executed Verizon’s first English-only campaign targeted to the Hispanic market.

October 2006 – May 2010

PRODUCT LINE MANAGEMENT

Implemented fios TV first consumer segmentation strategy. Identified and targeted growth segments to increase subscription and revenue. Built consumer subscriber forecast to inform acquisition and retention strategies. Managed $800K research budget to identify customers’ needs. Insights drove promotions and product development. Achieved penetration goals consistently