CARLA CRUZ

Develop and implement integrated digital marketing strategies across a large portfolio of brands to drive growth within B2C and B2B channels.

• Re-framed performance measurement by establishing clear, channel-specific KPIs and targets (e.g., CRO, CAC, IROAS) across paid media, SEO, email, social and content marketing, driving accountability and a higher level of performance across internal resources and agency partners. This resulted in consistently achieving 5x IROAS for the DTC business.
• Developed a roadmap that informed media mix and incrementality, leading to 50%+ new-to-brand sales, 20%+ growth in B2B sales, and increased market share in the E-commerce segment across a portfolio of some of the largest wine brands in the US.
• Managed a $7MM+ annual digital marketing budget to execute full-funnel digital strategies, while optimizing resource allocation across SEM, organic and paid social, influencer partners, programmatic advertising, affiliate marketing, and OTT/CTV.

Increase brand visibility and engagement to improve consumer experience.

• Analyzed market trends, customer insights, and leveraged platform algorithms and emerging trends to significantly increase content performance, organic reach, and campaign effectiveness, specifically across Instagram and TikTok. Continuously testing creative and media formats to optimize performance while maintaining brand authenticity.
• Implemented enhanced content marketing strategies across brand websites to increase SEO and relevancy with generative AI solutions. Including adding FAQ pages to all sites, search query analysis to inform deeper content pages, and ensuring proper site structure and hierarchies.
• Implemented best practices in website design and CMS management for WCAG 2.0 compliance.
• Continuously evaluate emerging trends and technologies to stay competitive.
• Championed and led the implementation of a new digital asset management platform (Brandfolder), increasing cross-functional efficiencies for sales, marketing, and creative teams. This increased adoption of the tool, expedited our go-to-market strategies, and removed operational silos.
• Brought on a content creation platform that leverages AI and automation (Shutterstock) to create high-production digital content at scale. Increasing productivity across the digital team.
• Build and mentor a high-performing team of digital marketers supporting brand initiatives, E-commerce, DTC, asset management, and web development. Facilitating personal growth, creativity, and managing agency partners to scale execution.
• Consolidated all digital marketing support into one team to create operational efficiencies, visibility, and alignment across how we were executing. This increased collaboration, enabled the team to develop more robust campaigns, and ensured branding and messaging remained consistent across all digital touchpoints.
• Director, Digital Marketing, 06/2021-06/2025
• Senior Manager, Digital Marketing, 10/2017-06/2021

• Assisted in digital strategy development for key brands in the US portfolio, driving brand objectives including building awareness, retail consideration, DTC sales, and winery reservations.
• Managed agency partners to develop and execute search and paid media strategies to increase qualified traffic and conversions. Continually tracking performance and identifying opportunities for campaign optimization.
• Collaborate with the DTC team to execute targeted paid search initiatives that resulted in a 170% increase year-over-year in tasting room reservations and website sales.
• Partnered closely with the brand team in ideating and launching the innovative 19 Crimes Living Label experience. Integrating in-store and at-home engagement with a unique AR experience that was the first of its kind in the wine industry.

• Led the development and continuous optimization of the front-end frameworks for JellyBelly.com and SportBeans.com, significantly enhancing the customer journey from discovery to checkout, and improving conversion rates.
• Designed and deployed a scalable CMS framework for international distributors. Accommodating up to 50 countries and multiple languages, enabling regional teams to create localized content while ensuring consistent branding.
• Partnered with lead developers to design a new internal order management system to streamline workflows across key business groups.

• Designed all digital assets for cyclegear.com, ensuring brand consistency and optimizing the customer journey.
• Led the design and development of content pages, and micro-sites for multiple brands.
• Managed end-to-end production and deployment for all email and promotional campaigns.