Summary
Work History
Education
Skills
Certification
LANGUAGES
BusinessAnalyst
Dayana Henriquez

Dayana Henriquez

Marketing
Orlando,FL

Summary

I am an experienced Field Marketing Representative with a passion for connecting with customers and building lasting brand loyalty. With 8 years of experience spanning customer service and sales, I have developed a strong foundation in understanding customer needs and translating that into actionable insights. My expertise lies in social media marketing and research, where I excel at tracking preferences and providing valuable feedback to inform product and marketing strategies.

Known for a proactive and detail-oriented approach, I thrive in dynamic environments and am adept at managing multiple tasks and projects simultaneously. I bring a positive attitude, a commitment to continuous professional growth, and a unique blend of analytical, communication, and teamwork skills to every challenge.

Work History

Field Marketing Representative

OOFOS
  • Managed and allocated a large-scale budget for regional marketing and promotional activities, ensuring a high return on investment (ROI) and maximum brand visibility.
  • Spearheaded the successful launch and setup of the first two OOFOS concept retail stores in Washington D.C. and Orlando, FL, including staff training, manager onboarding, and visual merchandising.
  • Planned and executed a diverse portfolio of brand activations and events, from intimate in-store demos and "tech clinics" to large-scale expos and races across the Florida region.
  • Effectively educated and trained both staff and retail partners on product features and benefits, enhancing their ability to communicate the brand's unique value proposition to customers.
  • Represented the brand with professionalism and expertise at major industry events, including the renowned runDisney series in Orlando, FL, engaging with thousands of attendees and driving consumer education.
  • Traveled 100% of the time to support various events, retail partners, and brand initiatives, demonstrating a high degree of flexibility and commitment to regional market growth.
  • Cultivated and maintained strong, collaborative relationships with key retail partners and a third-party sales agency, ensuring cohesive marketing strategies and maximizing sales performance.
  • Provided consistent and insightful feedback from the field to headquarters on market trends, competitor activity, and product performance, contributing to a data-driven strategy.
  • Proactively identified opportunities for in-store merchandising and new product placement, working with store managers to optimize brand presence and visual appeal.
  • Utilized reporting tools (e.g., Repsly) to log store visits, event details, and competitor intelligence, ensuring accurate and timely communication with the corporate team.
  • Maintained a deep understanding of the scientific and technical benefits of OOFOS products, including OOfoam™ technology and its impact on recovery, to deliver compelling and credible product demonstrations.
  • Assisted with footwear fittings and provided product recommendations based on individual customer needs and athletic goals, acting as a trusted expert.

Brand Ambassador

Manukora and Macchu Picchu
  • Brand Ambassador for RXBAR and Hubert’s Lemonade in Miami/FL Lauderdale area.
  • Fostered customer relationships and educated them about products, driving sales and brand loyalty.
  • Showcased strong interpersonal skills at public events and tradeshows increasing brand awareness and providing samples.
  • Monitored customer feedback and preferences, escalating issues and tracking in-store sales for improvement.
  • Represented the brand effectively, communicated product value, and ensured flawless product placement.
  • Managed event logistics, compiled post-event evaluations, and recommended improvements for future initiatives.

Recreation Assistant

U.S. Army MWR
  • Assist patrons in use of the facility by checking out equipment, welcoming new patrons and showing them around the facility, registering new patrons.
  • Support special events, social activities, tournaments and related functions within Army MWR fitness centers.
  • In a patron usage facility, circulates among patrons to assure service is satisfactory; receives and resolves customer complaints; provides information and general instructions on the use of equipment, facilities and machinery.
  • Perform other duties as assigned, monthly rotating tasks among staff.
  • Tripler Army Fitness Center at Oahu, Hawaii

Resident Services Administrator

Douglas Emmett Management LLC
  • Provided on-site service and coordinated maintenance for residential and commercial tenants.
  • Handled administrative tasks including preparing work orders, tenant memos, and weekly reports.
  • Managed tenant interactions, service requests, and follow-ups, ensuring timely completion of work.
  • Coordinated with external vendors and building staff to resolve tenant complaints and assist with move-ins/outs.
  • Performed office duties such as greeting visitors, answering phones, and distributing mail and packages.

Marketing Director

The Kanthaka Group - Law Firm
  • Developed and executed comprehensive marketing strategy and plan.
  • Conducted market and competitor research to identify customer demand and potential markets.
  • Managed budgets, advertising campaigns, and financial projections to ensure ROI and profitability.
  • Built brand awareness through coordinated marketing projects, promotions, and major events.
  • Oversaw social media and content marketing efforts, enhancing brand positioning.

Field Market Representative

HOKA ONE ONE
  • Engaged retail sales staff, generating excitement and teaching about the brand and products.
  • Solicited sales on retail floors and at expos, providing engaging customer experiences.
  • Planned weekly schedules with sales reps and office personnel, ensuring follow-up on commitments.
  • Reported daily activities, weekly recaps, monthly forecasts, and participated in team calls.
  • Planned and executed events with local accounts and enthusiast groups in South Florida, with up to 75% travel.

Event Coordinator

Fit2Run-The Runner’s Superstore
  • Edited and designed promotional materials for social media to boost company awareness and drive sales.
  • Managed budgets, coordinated vendor training, and ensured adherence.
  • Planned and executed innovative in-store promotions and run club events.
  • Informed consumers on product benefits based on gait analysis and specific needs.
  • Developed and implemented creative visual merchandising and marketing strategies in retail locations.

Education

AA - Business Administration and Management

Miami-Dade College
01.2018

Skills

  • Sales
  • Marketing
  • Product Awareness
  • Branding
  • Event management
  • Budgeting and allocation 

Certification

  • Payment Card Industry Data Security Standard (PCI DSS) (ML), OOFOS
  • Global Data Privacy Awareness (ML), OOFOS
  • Preventing Workplace Harassment - Fundamentals Office (CPE/CLE), OOFOS

LANGUAGES

English - Native
Spanish - Native

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