Isabelle Barros
Summary
Marketing professional with proven track record in developing and implementing comprehensive marketing strategies. Known for collaborating effectively with teams to drive successful campaigns and adapt to evolving market needs. Expertise in content creation, brand management, and digital marketing, combined with results-oriented mindset.
Overview
13
13
years of professional experience
1
1
Certification
Work History
Marketing and Communications Manager, Digital
Charles Schwab
11.2021 - Current
- Owns the multilingual content creation and planning, sales enablement production, and B2B marketing policy for Schwab's Health Savings Account Services, driving adoption and growing client engagement.
- Oversees go-to-market strategy and launch execution, from market research, segmentation, messaging framework, and campaign rollout, to defining the customer journey and growth measurement.
- Leads the development and execution of marketing content across demand generation campaigns and Account-based Marketing (ABM) by organizing and scaling compelling content delivery using AI tools.
- Responsible for building sales scripts in partnership with the sales team, aligns design and copywriters on sales KPIs and adaptation to content tone, ideation, development, publication, and evaluation.
- Develops, enhances, and updates website content with an emphasis on SEO and SEM, securing consistency with Schwab's brand voice, and leading a data-driven competitive analysis on key insights.
- Elevates brand awareness initiatives by tactically aligning complex content frameworks with data insights and industry trends, ensuring ongoing optimization to meet market demands and best practices.
Product Marketing Manager
Clementine Paper
06.2018 - 06.2021
- Directed the marketing strategy for Clementine's B2B clients including TJX Companies and Target.
- Guided a team of copywriters to develop multilingual sales enablement content that reflect a unified brand voice, successfully increasing quarterly sales by 25% using a product-driven storytelling framework.
- Increased buyers engagement by 42% and acquired new markets by leveraging impactful content creation, and by implementing sales enablement rebranding solutions with case studies and testimonials.
- Partnered with sales and communications teams to develop business KPIs and multilingual demand generation campaigns, and defined the go-to-market playbook and product development roadmap.
- Implemented dedicated platforms including Salesforce and Seismic, to store and manage sales enablement assets, guaranteeing that buyers have access to the latest and most relevant materials.
- Supported competitive analysis plans by actively monitoring value-driven product content and AI-driven CPG analytics, and by surveying SEO and keyword strategies for improved buyer's engagement.
- Acquired and secured targeted relationships with field experts including healthcare compliance specialists, US-based buyers and global wholesalers, which resulted in a 60% boost in retail acquisition.
Product Communications Manager
Soaptopia
05.2013 - 06.2018
- Achieved product copy following retailers' requirements such as Walmart, Target and Whole Foods.
- Conceptualized wellness products including packaging and aligned teams on projects' deliverables.
- Led a 76% increase in sales in 14 months by establishing an improved customer journey, and by effectively collaborating with engineers and third-party vendors to launch appealing healthcare products.
- Executed a comprehensive content audit and initiated the development of original product copy, enhancing brand voice alignment and improving messaging coherence with various target audiences.
- Spearheaded Soaptopia's quarterly participation in major industry trade shows, conferences, and global consumer product goods events, supporting consistent branding and maximizing visibility and impact.
- Originated the development and execution of creative briefs for over 50 marketing campaigns, utilizing Hubspot and Salesforce, and achieved a 15% increase in audience engagement within a 6-month period.
- Directed and maintained a marketing compliance model that reflects compliance standards for branding materials, Standard Operations Procedures documents, and other customer collaterals.
Communications Manager
Participant Media
01.2013 - 12.2015
- Championed B2B and DTC communication framework to support film campaigns and corporate initiatives, strengthening audience reach and building lasting partnerships with industry stakeholders.
- Created high-impact content including press releases, social media campaigns, and executive briefs, sustaining alignment with corporate voice and reinforcing Participant's brand positioning.
- Collaborated with cross-functional teams and external PR agencies to design and deliver integrated marketing and communication campaigns, coordinating across creative, and production departments.
- Managed content production and editorial calendars, directing collaborating teams to ensure brand consistency, efficient project workflows, and timely delivery of communication assets across platforms.
- Enhanced brand visibility and reputation by aligning strategic messaging with the company's mission-driven focus and market trends, building stronger connections with audiences.
Education
Master of Arts - Communications Studies
Southern New Hampshire University
01.2016
Bachelor of Arts - Advertising and Public Relations
California State University Dominguez Hills
01.2014
Dual Associate of Arts Degree - Spanish and Liberal Arts
Los Angeles City College
01.2012
Skills
- Microsoft 365
- Tableau
- Jira
- Asana
- Adobe Creative Suite
- HubSpot
- Salesforce
- Canva
- AI Content Tools (ChatGPT, Jasper)
- Analytical
- Creative leadership
- Team-focused leadership
Certification
Job Readiness Skills Training
Entrepreneurship Training
Languages
Spanish
Native or Bilingual
French
Native or Bilingual
Wolof
Native or Bilingual
Timeline
Marketing and Communications Manager, Digital
Charles Schwab
11.2021 - Current
Product Marketing Manager
Clementine Paper
06.2018 - 06.2021
Product Communications Manager
Soaptopia
05.2013 - 06.2018
Communications Manager
Participant Media
01.2013 - 12.2015
Bachelor of Arts - Advertising and Public Relations
California State University Dominguez Hills
Dual Associate of Arts Degree - Spanish and Liberal Arts
Los Angeles City College
Master of Arts - Communications Studies
Southern New Hampshire University