Dayana Henriquez
Jacksonville,FL
Summary
Experienced Field Marketing Representative with 10 years of cumulative experience in customer service and sales, fostering strong customer relationships and driving brand awareness. Demonstrated expertise in social media marketing and research, effectively tracking customer preferences and escalating feedback.
Overview
1
1
year of professional experience
1
1
Certification
Work History
Field Marketing Representative
OOFOS
Florida Territory
10.2024 - 08.2025
- Managed and allocated a large-scale budget for regional marketing and promotional activities, ensuring a high return on investment and maximum brand visibility.
- Assisted on the successful launch and setup of the first two OOFOS concept retail stores in Washington D.C. and Orlando, FL, including staff training 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
Oahu, HI
- 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.
Marketing Director
The Kanthaka Group - Law Firm
Colorado Springs, CO
- 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
South Florida Territory
- 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
Miami, Florida
- 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
Timeline
Field Marketing Representative
OOFOS
10.2024 - 08.2025
Brand Ambassador
Manukora and Macchu Picchu
Marketing Director
The Kanthaka Group - Law Firm
Field Market Representative
HOKA ONE ONE
Event Coordinator
Fit2Run-The Runner’s Superstore
AA - Business Administration and Management
Miami-Dade College