AYRIE ARANDA-MORI
San Francisco
Summary
Strategic Media and Marketing Sales Leader Exceeding Revenue Goals, Leading Sales Teams & Helping Fortune 500 C-Suite Develop Successful Marketing and Media Solutions.
Overview
18
18
years of professional experience
Work History
L'Oréal Media Sales Lead
Ulta Beauty Media Group
03.2023 - Current
- Spearheading cross-functional workstreams across Sales, Merchandising, Analytics, and Operations to define the Ulta Beauty Retail Media Network playbook — developing JBP frameworks, pricing models, and omni-campaign reporting that standardized enterprise-wide media practices.
- Leading L’Oréal Media Sales team, consistently exceeding quarterly and annual revenue goals across omni-channel media activations.
- Partnered with senior brand leadership across eight L’Oréal divisions (NYX, Maybelline, CeraVe, etc.) to launch first-to-market omni-channel partnership solutions, expanding brand visibility and market share.
- Pitched and closed first-ever L’Oréal Joint Business Plan (JBP) for UBM, driving +120% YoY revenue growth (2023 vs. 2022).
- Secured high eight-figure FY24–FY25 JBPs, growing revenue +146% YoY through collaborative strategic planning with L’Oréal C-Suite.
- Exceeded FY25 Annual Revenue target by +121%, setting new record for UBM’s beauty vertical.
- Launched UBM’s first Holiday MBC Campaign, onboarding 36 brand partners and increasing enterprise holiday revenue +160% YoY.
- Led Custom Holiday MBC Solution for 3 consecutive years, achieving +156% YoY sales growth (FY24 vs FY25).
- Directed FY25 Mother’s Day MBC Solution, onboarding 50+ brands and achieving +170% YoY sales growth.
- Led FY25 21 Days of Beauty omni-campaign, delivering +100% YoY sales growth.
- Developed and closed L’Oréal ‘Prom 2024’ — first omni-channel campaign spanning in-store, influencer, social, PR, and digital activations — driving 5x YoY Ad Revenue growth.
- Partnered with VP of Media Sales to co-develop FY24–FY25 revenue planning models across entire UBM beauty portfolio.
- Collaborated with L’Oréal executive leadership to align annual media investment plans with brand business priorities and growth targets.
- Led quarterly business reviews and annual Top-to-Top strategy sessions with L’Oréal C-Suite to reinforce long-term partnership growth.
- Designed business model and secured approval for UBM’s first-ever Spanish-language LatinX campaign, expanding reach into diverse consumer segments.
- Developed branded-content partnerships for NYX x Universal Pictures ‘Renfield’ and NYX x Roblox Ultaverse, integrating immersive storytelling experiences.
- Developed and launched Super Bowl branded-content activations for NYX and CeraVe, amplifying engagement through cross-platform game brand experiences.
- Drive omni-channel media strategies across TikTok, Meta, YouTube, and Roblox to enhance omni-channel visibility and L’Oréal sales growth.
Omni Media Sales Team Lead (Director) - Google Sept. 2021 to Feb. 2023
Walmart Connect, San Bruno
09.2021 - 02.2023
- Promoted to Team Sales Lead on Consumer Electronics; leading the sales team on Google business
- Lead sales team to exceed Q1 2023 AOP by 50% and Q4 2022 AOP by 20%
- Lead sales team to exceed FY 2022 YoY revenue growth (2022 vs 2021)
- Lead sales team of eight; including sales & support team, across $70M Annual Operating Plan (AOP)
- Promoted HP Sales Exec. to Google Sales Exec.; coached/mentored to Team Lead (Director) role
- Lead team to pitch and grow Google JBP by 285% for 2022 and 100% for 2023 JBP
- Aligned with Sr. Leadership across cross-functional teams to develop new products and solutions across Data, Marketing, Digital Media Products and In-Store Media
- Partnered with Sr. Business Partners on Walmart Services business to develop strategies for supplier partners that are unique to their business
- Lead Sales team on Walmart Services; growing the business by 200% and exceeding AOP by 100%
- Created & presented business cases to develop new data and ad solutions for key business verticals as well as for partnering with new advertising business categories
- Lead Sales team on first-to-market Google Omni Partnerships including Mother’s Day, BTX, Holiday and TheBig Game 2023. Omni partnerships included in-store media, experiential, custom content, shoppable live streams, social and online media
- Aligned with Sr Merchants on cross SBU solutions to help elevate category and sales
- Worked closely with Industry Manager and Head of Industry on AOP bottoms-up planning, forecasting and team reviews
Client Partner, Global/Enterprise Accounts July 2019 to Aug. 2021
Walmart Connect, San Bruno
07.2019 - 08.2021
- Consultative Sales Lead Executive for Enterprise Accounts including Google, HP, MS, XBOX, Intel, Facebook, Lenovo, Nintendo and Sony
- Proactively pitched partnership solution for Oculus product launch in FY22; Winning $2.2M partnership; Exceeding Facebook AOP by 63%
- Exceeded FY22 AOP goals by 55%; resulting in YoY growth of 70% (FY21 vs FY22)
- Onboarded and trained new Sales Leads joining Tech Pod
- Sales Lead on Google Media Sales business including Chromebook, Android TV, Android Tablet, Pixel, Hardware, Fitbit, Google One and Android Phone
- Aggressively grew the Google business; resulting in 60% YoY Growth FY21 vs FY22
- Pitched and closed first WMC JBP with Google
- Pitched and closed first WMC Omni Partnership with Chromebook for Mother’s May
- Pitched and closed first WMC Google Multi-Brand Holiday Omni Partnership 2021 resulting in custom live stream, PR, experiential events and revenue growth of 100%
- Closely aligned with Merchant Directors, as well as cross-functional teams, to ensure solutions aligned with brand and merchant goals
- Mentored/Coached Account Manager to Account Manager Team Lead role
Sr. Director/West Coast Media Sales & Brand Partnerships Jan. 2017 to Nov. 2018
Digital Trends/The Manual, San Francisco
01.2017 - 11.2018
- Strategic Sales Leader of West Coast Sales Team – Managing team of five
- Developing custom brand partnerships with sales team, which include Branded Video Content, Native, Custom Social, Mobile, Programmatic, and On-Site Events/Activation via Tech Pop
- Strategic Brand-Direct partnerships with Tech and CPG Brands including T-Mobile, Amazon, Apple, Google, eBay, Clorox, Facebook, Levi’s, Old Navy, Starbucks, HP and Microsoft.
- Leading the team in Sales Revenue by exceeding quarterly revenue goals by a minimum of 50%
- Help craft overall account sales strategy & coordinate activities of sales executives to achieve revenue goals
Sr. Director Brand Partnerships July 2016 to Dec. 2016
Complex Media, San Francisco
07.2016 - 12.2016
- Managed strategic relationships with C-Level Agency and Brands across Retail, CPG, Finance and Tech verticals
- Pitched & closed new six-figure campaigns across Q3 and Q4; exceeding goals by 35%
- Helped grow NW Revenue by 20% quarter over quarter
- Developed custom branded content solutions for brands across digital, experiential and social content
- Developed & closed custom ComplexCon Experiential partnership for leading gaming brand
Director Network and Strategic Partnerships Feb. 2015 to April 2016
Condé Nast Media, San Francisco
02.2015 - 04.2016
- Spearheaded media sales of 21 Condé Nast brands including Vogue, Vanity Fair, Wired, Pitchfork, The New Yorker, GQ & Glamour
- Introduced Condé Nast Entertainment and Network Portfolio solutions to C-Suite and Agency Leads
- Developed innovative digital marketing campaigns, which resulted in breaking new advertising business including T-Mobile, HULU, Pernod MD, eBay Fashion, Nest, Fit Bit, Levi’s and Disney Parks
- Lead in sales revenue & close rate with year-end goal surpassed by 45% and Q1 2016 goal by 35%
- Lead West Coast Sales Revenue by 100%; YoY/Transform Strategic Advertising Sales Lead July 2014 to Jan. 2015
- Strategic cross platform digital media sales lead for brands, including Netflix, Nokia, Clorox, Disney Parks and Intel
- Partnered with brand-direct and agencies in developing cross platform solutions that leveraged Microsoft’s Audience and Technology to connect with core audiences
- Developed and closed proactive seven-figure upfront partnership for major entertainment brands, resulting in over $2MM in new revenue
National & International Digital Media Sales Manager Dec. 2013 to June 2014
Alcance Media Group, San Francisco
12.2013 - 06.2014
- Managed US and LATAM digital media sales team of eight and directly reported to the CEO
- Worked closely with brands’ creative leads to develop messaging that resonated with country, culture and region
- Forecasted & developed 2014 revenue goals for the National & International Sales Team and reached 75% of year-end revenue goal, halfway through the year
- Provided thought leadership within the industry via custom Hispanic Audience Insights as well as writing influential industry articles
West Coast Media Sales Manager June 2008 to May 2012
Walt Disney Interactive Media Group, San Francisco
06.2008 - 05.2012
- Managed/Lead a team of four & responsible for $200MM in yearly revenue for team
- Developed forecasting revenue/sales planning & managed my team to reach and exceed sales goals
- Helped develop Incentive Programs that motivated sales growth and helped build a solid sales team
- Lead Sales Executives on strategic/consultative pitches against fortune 500 brands
- Pitched and closed multi-million dollar XBOX/Jonas Brothers UGC & Branded Content campaign
- Grew West Coast Sales revenue by a min of 50%; year-over-year.
- Collaborated with China and UK Digital Media Sales leads to ensure cohesive messaging as well as sales training
Education
Masters in Business Administration - Marketing Management
Loyola Marymount University/San Francisco State University
BS in Business Administration Emphasis - Marketing Management
California State University, Los Angeles
Skills
- Drives Growth Award Ulta Beauty (2025)
- Women’s BRG Member Ulta Beauty
- LatinX BRG Member Ulta Beauty
- Panelist/Thought Leader - “Her Success” Panel Discussion sfBIG (2023 and 2025)
- Mentor “Her Success” (2025)
- Mentor Bay Area Advertising Relief Committee (2022)
- Mentor Connect LatinX Committee/Member (2019 - 2023)
- Mentor Walmart Connect Mentor Program (2021 - 2023)
- Walmart Connect DEI Culture & Education Member & Speaker (LatinX Month 2021 & 2022)
- Walmart Connect Acceleration Academy Leader (2022 - 2023)
- Board of Governors sfBIG - San Francisco Bay Area Innovation Group (2015 to 2019)
- Panelist/Thought Leader – Multicultural Marketing Panel Discussion sfBIG (2016)
- Marketing Director - La Casa de Las Madres’ Red Hot Charity Events
- Board of Directors Girls Leadership (2019-2021)
- Media & Marketing Masters Award - Disney Interactive Media
- Bilingual: English/Spanish
Websites
Timeline
L'Oréal Media Sales Lead
Ulta Beauty Media Group
03.2023 - Current
Omni Media Sales Team Lead (Director) - Google Sept. 2021 to Feb. 2023
Walmart Connect, San Bruno
09.2021 - 02.2023
Client Partner, Global/Enterprise Accounts July 2019 to Aug. 2021
Walmart Connect, San Bruno
07.2019 - 08.2021
Sr. Director/West Coast Media Sales & Brand Partnerships Jan. 2017 to Nov. 2018
Digital Trends/The Manual, San Francisco
01.2017 - 11.2018
Sr. Director Brand Partnerships July 2016 to Dec. 2016
Complex Media, San Francisco
07.2016 - 12.2016
Director Network and Strategic Partnerships Feb. 2015 to April 2016
Condé Nast Media, San Francisco
02.2015 - 04.2016
National & International Digital Media Sales Manager Dec. 2013 to June 2014
Alcance Media Group, San Francisco
12.2013 - 06.2014
West Coast Media Sales Manager June 2008 to May 2012
Walt Disney Interactive Media Group, San Francisco
06.2008 - 05.2012
BS in Business Administration Emphasis - Marketing Management
California State University, Los Angeles
Masters in Business Administration - Marketing Management
Loyola Marymount University/San Francisco State University