Erica Villa - Leon
Oakley,CA
Summary
Results-driven marketing professional with experience leading growth initiatives at Weee!, including the EBT/SNAP launch, SEO page optimization, and high-impact campaigns such as Mooncakes. Skilled in cross-functional collaboration, creative partnerships, and supporting diverse ethnic markets with culturally relevant strategies. Passionate about expanding authentic Mexican assortments, driving customer acquisition, and building loyalty through data-driven marketing and vendor partnerships.
Overview
13
13
years of professional experience
Work History
Marketing Specialist & Growth
Say Weee!, Fremont
07.2021 - Current
- Drive growth initiatives through SEO optimization, paid media (Meta/Google), and targeted digital campaigns across multiple ethnic markets.
- Worked on marketing launch of EBT/SNAP at Weee!, managing cross-functional coordination, external partnerships, and implementation of user flows.
- Execute marketing strategies for key cultural events (Mooncake Festival, Lunar New Year, MasGusto promotions), leveraging creatives, outreach, and backlink opportunities to maximize engagement and acquisition.
- Lead outreach to influencers and community organizations to build authentic partnerships, expand cultural relevance, and acquire new users.
- Support ethnic teams with ad campaign execution, weekly Google Ads optimization, and creative production to enhance visibility and conversion.
- Build vendor and partner relationships to unlock opportunities for user acquisition and long-term growth.
- Led content marketing for the Mexican storefront, including bilingual campaigns, weekly collections, and app pushes.
- Collaborated with merchandisers to promote hero products and align marketing with business goals.
- Grew Latino/Mexican social media communities (IG, TikTok, FB), improving engagement and reducing CAC.
NorCal, Field Marketing Manager, Beam Suntory
Havas Street, El Segundo, CA
08.2020 - 07.2021
- Implemented and monitored national and local program guidelines, conducted quarterly training, and relayed key updates and clients' goals.
- Trained and supervised field staff, ensuring alignment with client expectations and program goals.
- Facilitated the planning and execution of events, ensuring seamless logistics, vendor coordination, and efficient event staff management.
- Contributed to creative brainstorms and strategic planning sessions, overseeing both long-term and short-term experiential marketing campaigns.
- Reported to the Senior Leadership Team while acting as a liaison between the agency and clients.
- Supported event partnerships with the SF Giants, Golden State Warriors, San Jose Earthquakes, and other local SF organizations.
NorCal Field Marketing Manager, Beam Suntory
Geometry Global, San Francisco
03.2013 - 04.2020
- Responsibilities included, scheduling events, recruiting and training staff, and optimizing planning processes.
- Fulfilled dual roles in event management, asset control, and client services as a Field Marketing Manager, playing vital responsibilities in account management, and executed over 300+ events.
- Ideated and strategized spirits-focused event marketing campaigns, oversaw execution and staffing.
- Monitored logistics for event planning and execution phases, including warehouse management, vendor coordination, event loadin and out, asset checklists, and run-of-show documents.
- Established and led a team of more than 100 brand ambassadors, achieving an outstanding 30-40% conversion rate to drive sales in the market.
- Cultivated relationships with key trade community members representing Beam Suntory, such as SWGS reps, USBG, account owners, and bartenders.
City Manager
Inspira Marketing Group, Bay Area
08.2012 - 01.2015
- Established team priorities maintain schedule and monitor performance in the launch of Pinnacle® whipped flavor in the Bay Area market, successfully executing 70+ on/off-premise events.
- Created brand awareness and excitement through sampling, drink strategies, brand education for consumers and bartenders.
- Orchestrated all events logistics included vendors, hiring, management set-up, and teardown.
- Team lead for Rana® pasta sampling program with 40 events executed plus a 20 x 20 footprint at the Napa Festival with over 20,000 attendees
Education
Marketing Management -
California State University/East Bay
Hayward, CA05-2014
Associates -
Ohlone College
Fremont, CA05-2012
Skills
- Influencer Affiliate Program Management
- Collections and Developing Creative Content
- Social Media Management
- External Vendor Paid Ads
- Email Automation
- SEO
- Sales
- AI video ad creation
- Partnerships
- Event/Tradeshow Planning & Execution
- Online and Offline Event Planning
- B2B & B2C
Languages
Proficient in Spanish
Advanced (C1)
Software
Klaviyo & Mailchimp
Figma & CANVA (Design)
Google Suite, Excel, & Microsoft
GRIN (Influencer management tool)
Tableau
Ahrefs, Google Search Console
CMS Internal Tools & Framer
AI video creation tools
Timeline
Marketing Specialist & Growth
Say Weee!, Fremont
07.2021 - Current
NorCal, Field Marketing Manager, Beam Suntory
Havas Street, El Segundo, CA
08.2020 - 07.2021
NorCal Field Marketing Manager, Beam Suntory
Geometry Global, San Francisco
03.2013 - 04.2020
City Manager
Inspira Marketing Group, Bay Area
08.2012 - 01.2015
Marketing Management -
California State University/East Bay
Associates -
Ohlone College
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