Summary
Overview
Work History
Education
Skills
References
Timeline
Generic

Gabriel Valenzuela

Grand Rapids,USA

Summary

Dynamic marketing professional with extensive experience at Perrigo, excelling in brand positioning and market analysis. Proven track record in driving innovation and executing successful campaigns, enhancing market share and ROI. Adept in project management and team leadership, with a strong focus on achieving strategic objectives and fostering collaborative relationships.

Overview

9
9
years of professional experience

Work History

Sr. Associate Marketing Manager – Digestive Health

Perrigo
Grand Rapids, MI
07.2023 - Current
  • Spearheads the development and execution of Digestive Health commercial strategies and critical category stories to support Perrigo's blended brand business model; actively adapts and tailors marketing stories for various classes of trade to maximize sales and margin opportunities.
  • Analyzed market trends and opportunities to drive innovation within OTC Store Brand space, enhancing share of Store Brand SKU, buy rate, and household penetration for Digestive Health category.
  • Created impactful selling materials, encompassing customer sales presentations, category and business reviews, and new item presentations (core and innovation), aimed at enhancing Perrigo Store Brand market share.
  • Serves as the category expert for the Digestive Health category, leveraging syndicated databases (e.g., IRI, Panel, Customer Specific), and consumer insights to shape strategy and analyze product performance.

Corporate Communications Manager

Corewell Health (formerly Spectrum Health)
Grand Rapids, MI
10.2020 - 07.2023
  • Collaborated with marketing leadership team to formulate 52-week strategic marketing communications plan aimed at informing, inspiring, and engaging communities and patients across 13-county geographical footprint.
  • Oversaw multi-million strategic marketing budget while collaborating with external creative and media agencies to enhance real-time communications and deliver high-quality content across Corewell Health's traditional and digital channels that align with Corewell Health's mission, vision, and values.
  • Functioned as a key contributor in crisis communications and community activations during the COVID-19 pandemic, delivering real-time updates concerning CDC guidelines.
  • Spearheaded multi-million-dollar brand marketing campaign to support new system name, encompassing strategic and creative concepting, scouting patients for impactful storytelling, and reporting on key metrics for brand tracking to gauge program success.
  • Executed implementation of new project management platform, Lytho, alongside digital asset management tool for marketing department's utility to enhance efficient workflows with external and internal stakeholders.

Lead Communications Specialist

Spectrum Health
Grand Rapids, MI
06.2019 - 10.2020
  • Engaged in collaboration and consultation with clinician leaders, health system and corporate administrators, physician leaders, and other multidisciplinary system groups to fulfill strategic marketing imperatives.
  • Oversaw concepting, development, implementation, and execution of integrated communication and marketing initiatives related to orthopedic health, primary health, and virtual health.
  • Exhibited expertise in project management of multiple complex, high-visibility initiatives, achieving or surpassing campaign objectives within defined scope, budget, and timelines.

Digital Marketing Manager

Wolverine Worldwide, Hush Puppies
Rockford, MI
02.2017 - 06.2019
  • Led brand initiatives in driving digital-first strategy and enhancing consumer experience through impactful brand storytelling and strategic promotions, consistently surpassing DTC performance goals.
  • Effectively directed external agencies (public relations and media) while overseeing planning, measurement, and optimization of marketing activations and expenditures.
  • Contributed to the RFP selection process for onboarding agencies, skillfully managing relationships that amplified brand presence and raised onsite organic traffic by 15%.
  • Strategically partnered with sales managers and product development to define seasonal line, creating a 52-week marketing activation calendar that guided key marketing narratives across paid, earned, and owned media channels.
  • Thoroughly executed industry analysis on competitors, digital trends, social media, mobile technologies, and emerging technologies, and shared insights with the product development and sales teams for the product ideation process.
  • Spearheaded the execution of digital and social marketing campaigns across online advertising, social media, retail, and mobile channels, achieving a 24% year-over-year growth and surpassing the direct-to-consumer marketing plan by 44%.

Marketing Specialist – Hardlines

Meijer, Inc.
Grand Rapids, MI
01.2016 - 02.2017
  • Facilitated collaboration among diverse, cross-functional teams (social media, visual, digital, and print) during the project management process to develop comprehensive marketing narratives and strategies that engaged customers at multiple touchpoints throughout the shopping experience.
  • Conducted thorough research and analysis of current market trends to align short-term and long-term marketing strategies.
  • Cultivated robust vendor and merchant relationships across twelve buying areas, driving successful initiatives that yielded strong ROI, securing marketing revenue of approximately $750K.
  • Directed deployment of the holiday marketing campaign through strategic partnerships with third-party CPGs, leading to the Hardlines division surpassing the sales plan by 11%.

Education

MBA - Marketing & Business Analytics

Syracuse University
Syracuse, NY
06.2017

BBA - Marketing and Business Management

Grand Valley State University
Grand Rapids, MI
12.2014

Skills

  • Product development and rollout
  • Brand marketing and positioning
  • CRM proficiency
  • Market research and analysis
  • Public speaking and presentations
  • Team leadership and management
  • Sales promotion strategies
  • Campaign design and execution
  • Vendor management
  • Project management expertise
  • P&L oversight
  • Budget management
  • Crisis communication

References

References available upon request.

Timeline

Sr. Associate Marketing Manager – Digestive Health

Perrigo
07.2023 - Current

Corporate Communications Manager

Corewell Health (formerly Spectrum Health)
10.2020 - 07.2023

Lead Communications Specialist

Spectrum Health
06.2019 - 10.2020

Digital Marketing Manager

Wolverine Worldwide, Hush Puppies
02.2017 - 06.2019

Marketing Specialist – Hardlines

Meijer, Inc.
01.2016 - 02.2017

MBA - Marketing & Business Analytics

Syracuse University

BBA - Marketing and Business Management

Grand Valley State University

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