Irlanda Flores
Tracy,CA
Summary
Digital Marketing professional with over 13 years of experience driving customer value and loyalty through strategic, data-driven campaigns. Proven ability to accelerate business growth both online and in-store while strengthening brand presence via the email channel. Passionate about leveraging data to enhance cross-channel marketing relevance. A proactive problem-solver, comfortable in fast-paced environments. Fluent in Spanish.
Overview
17
17
years of professional experience
Work History
Digital Marketing Manager
ALBERTSONS COMPANIES
06.2021 - Current
- Deployed targeted email campaigns using Model Serving Gateway (MSG), applying rule-based logic/pre-set models to segment customers dynamically based on behavioral data and profile attributes to drive 1:1 Offer, Product, Recipe, Content without the need to build unique email template versions—enhancing personalization and driving engagement.
- Cultivated and sustained strong partnerships with key stakeholders across cross-functional teams—including e-Commerce, Loyalty, Pharmacy, Divisions, Creative, Audience Segmentation, and external agencies (RRD and TinyWins) —to ensure seamless execution of integrated marketing initiatives.
- Facilitate the intake of email requests and ensure their accurate documentation is within Monday.com (email tracking system).
- Successfully led the migration from Salesforce to the Adobe platform in 2024, leveraging my expertise in email campaign strategy to prioritize and transition key triggered campaigns. Rebuilt these campaigns using Salesforce’s new modular format, collaborated with the internal allocation team to segment audience files, and secured business approvals to initiate campaign deployment.
- Successfully completed comprehensive training to independently manage and execute all email campaigns in-house using Salesforce Marketing Cloud.
Email Marketing Analyst III
SAFEWAY INC.
10.2012 - 06.2021
- Drove the successful execution of weekly email campaigns for Loyalty, Core Business, and e-Commerce (B2C and B2B), resulting in increased engagement and conversion rates; also led ad hoc initiatives to support evolving business needs.
- Contribute to pilot initiatives, drive customer acquisition efforts, develop dynamic content strategies, and execute optimization testing.
- Successfully led the time-of-day testing initiative, resulting in $1M in incremental weekly sales for the Grocery Delivery campaign.
- Successfully led two major email platform migrations, transitioning all automated and weekly e-Commerce campaigns from CheetahMail to ExactTarget, and subsequently from ExactTarget to Adobe Campaign Standard.
- Foster cross-functional collaboration to ensure the strategic planning and seamless execution of email campaigns.
- Project Management: Spearhead the end-to-end execution of marketing initiatives by developing strategic briefs, overseeing collaboration with creative agencies, managing email production timelines, coordinating review and approval workflows, building and QAing email campaigns, and securing final business sign-off to ensure timely deployment.
- Analyze email engagement metrics, assess campaign performance, and deliver insights to business teams.
- Engage internal Data and Technology stakeholders to facilitate accurate data segmentation and comprehensive list generation.
- Managed multiple simultaneous email campaigns from start to finish.
- Support initiatives leveraging a database of 16+ million customers.
- Led onboarding and training initiatives for contract staff, ensuring seamless integration and productivity.
Executive Assistant
Safeway
10.2008 - 10.2012
- Delivered high-level administrative support to the Senior Group Vice President and four Vice Presidents within the Marketing department.
- Processed travel expenses and reimbursements for executive team and senior management group.
- Answered high volume of phone calls and email inquiries.
- Screened calls and emails and initiated actions to respond or direct messages for managers.
- Handled confidential and sensitive information with discretion and tact.
- Facilitated training and onboarding for incoming office staff.
- Managed executive calendars, scheduling meetings and appointments and coordinating travel arrangements to optimize time.
- Coordinated events and worked on ad hoc projects.
Education
Retail Management Certificate -
Las Positas College
Livermore, CAAssociate of Applied Science Degree - Business Accounting
Heald Business College
San Jose, CASkills
- Integrated marketing
- Marketing automation
- HTML and CSS
- Email Platforms: Salesforce Marketing Cloud and Adobe Campaign Standard
- Multitasking Abilities
- Relationship building
- Automation & Journeys: Drip campaigns, lifecycle marketing, triggered emails
- Analytics: A/B Testing, deliverability, open/click/conversion rates
- Compliance: CAN-SPAM
- Tools: Salesforce Marketing Cloud, Adobe Campaign Standard, PowerBI, Mondaycom
Affiliations
Hispanic Leadership Network Member
November 2022 – November 2024
Co-lead company-wide events that celebrate and promote Hispanic culture and traditions, fostering inclusion and cultural awareness across the organization.
Albertsons Companies – Diversity, Equity, and Inclusion Member
June 2021 – June 2022
Actively contribute as a member of the communications team, responsible for distributing corporate event and webinar invitations, as well as email communications focused on cultural awareness and mental wellness initiatives at the Pleasanton, CA office.
Timeline
Digital Marketing Manager
ALBERTSONS COMPANIES
06.2021 - Current
Email Marketing Analyst III
SAFEWAY INC.
10.2012 - 06.2021
Executive Assistant
Safeway
10.2008 - 10.2012
Associate of Applied Science Degree - Business Accounting
Heald Business College
Retail Management Certificate -
Las Positas College
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