Janelle Gutierrez
Miramar,FL
Summary
Creates and implements successful sales and marketing strategies regardless of scale and budget. Excels at maximizing profits within limited budgets. Performs market research, develops strategic reports and organizes and promotes successful marketing campaigns. Aggressively pursues new sales leads resulting in high sales close rate. Understands importance of working with customers and other executives, as well as keeping staff informed and motivated.
Overview
6
6
years of professional experience
Work History
Director of Marketing
DUFRY Cruise Services
Miami, FL
03.2022 - Current
- Collaborate with Cruise Line partners to successfully execute marketing campaigns across the fleet of 16 Cruise Ships
- Assist in the bidding process for Cruise Line concessioners, outlining marketing objectives and needs for effective collaboration
- Coordinate agency partnerships and adapted global concepts to align with Cruise Line guidelines and itineraries
- Play a pivotal role in selecting products, partnering with buyers, and designing signage with compelling call-to-action messages
- Manage marketing and placement for renowned global brands spanning liquor, tobacco, fragrances, cosmetics, jewelry, and watches
- Negotiate marketing budgets and initiatives with global brands to maximize advertising impact and optimal resource allocation
- Identify in-shop branded activation opportunities to boost advertising revenue, effectively capitalizing on brand presence
- Manage agencies and internal stakeholders to ensure seamless production and delivery of marketing materials
- Monitor marketing budget performance, recommending adjustments to expenses for optimal resource allocation
- Lead Trade Marketing and Promotional activities, overseeing execution and analyzing their effectiveness
- Conduct on-site visits to Cruise Ships to supervise campaign implementation and identify further advertising prospects
- Formulate and execute action plans to address underperforming KPIs, enhancing overall campaign outcomes
- Develop creative briefs to maintain consistent execution standards in alignment with the cruise line brand
- Review and authorize all branded elements for advertising and launch materials, ensuring brand integrity
- Spearhead cruise line brand adaptation for brands, experiences, activations, and events
- Track and manage media campaign spending and brand marketing expenses within budgetary limits
- Generate comprehensive cost reports for each project upon campaign completion, ensuring accurate financial insights.
Director of Marketing & Sales
Demir Group International
Miami, FL
06.2018 - 03.2022
- Collaborate with Cruise Line partners to successfully execute marketing campaigns across the fleet of 16 Cruise Ships
- Assist in the bidding process for Cruise Line concessioners, outlining marketing objectives and needs for effective collaboration
- Coordinate agency partnerships and adapted global concepts to align with Cruise Line guidelines and itineraries
- Play a pivotal role in selecting products, partnering with buyers, and designing signage with compelling call-to-action messages
- Manage marketing and placement for renowned global brands spanning liquor, tobacco, fragrances, cosmetics, jewelry, and watches
- Negotiate marketing budgets and initiatives with global brands to maximize advertising impact and optimal resource allocation
- Identify in-shop branded activation opportunities to boost advertising revenue, effectively capitalizing on brand presence
- Manage agencies and internal stakeholders to ensure seamless production and delivery of marketing materials
- Monitor marketing budget performance, recommending adjustments to expenses for optimal resource allocation
- Lead Trade Marketing and Promotional activities, overseeing execution and analyzing their effectiveness
- Conduct on-site visits to Cruise Ships to supervise campaign implementation and identify further advertising prospects
- Formulate and execute action plans to address underperforming KPIs, enhancing overall campaign outcomes
- Develop creative briefs to maintain consistent execution standards in alignment with the cruise line brand
- Review and authorize all branded elements for advertising and launch materials, ensuring brand integrity
- Spearhead cruise line brand adaptation for brands, experiences, activations, and events
- Track and manage media campaign spending and brand marketing expenses within budgetary limits
- Generate comprehensive cost reports for each project upon campaign completion, ensuring accurate financial insights.
Brand Manager
Demir Group International
Miami, FL
04.2018 - 06.2018
- Conducted in-depth analysis of ALEX AND ANI's positioning within the Caribbean, Alaskan, and Cruise Ship markets
- Assumed full brand ownership, defining the brand's vision, mission, goals, and strategies to ensure alignment with brand standards
- Translated brand strategies into actionable brand plans, strategically positioning the brand and devising effective go-to-market strategies
- Spearheaded the establishment of performance benchmarks, cost structures, pricing parameters, and compelling proposals
- Demonstrated a commitment to continuous improvement by consistently measuring and reporting performance across all retail outlets
- Played a pivotal role in retailer education, training partners on effective product selling and marketing techniques in their stores
- Kept a vigilant eye on market trends and competitive activities, proactively identifying opportunities and addressing key challenges
- Successfully developed and launched over 30 jewelry and watch brands across the Caribbean, Alaska, Cruise Ship, and Latin American Markets
- Notable brands include Le Vian, UNOde50, Alex and Ani, Kendra Scott, Facet Barcelona, Ball Watch, and Shinola
- Created comprehensive marketing objectives, strategies, and the master marketing plan, driving brand growth and market presence
- Collaborated extensively with cross-functional teams to strategize, execute, and manage marketing, advertising, and sales initiatives
- Led monthly budget tracking and reporting efforts, ensuring meticulous oversight of marketing expenses
- Delivered turnkey solutions in all aspects of brand management, from inception to execution
- Formulated and implemented co-op plans, ensuring alignment between retailers and brand expectations
- Efficiently managed accounts, including sales, inventory, merchandising, and marketing, resulting in enhanced overall performance
- Oversaw the territory's annual business plan, actively contributing to brand sales objectives, strategies, and forecasts
- Fostered retailer relationships through proactive visits, enhancing sell-through execution and customer engagement
- Expanded brand visibility by establishing new accounts that adhere to stringent brand standards
- Orchestrated successful trade show participation, including JIS Miami Show, JCK Las Vegas, Couture, Luxury by JCK, and CBG.
Education
Master of Business Administration in Marketing -
Nova Southeastern University
Davie, FL10.2017
Bachelor of Arts Degree in Fashion Merchandising -
Ai Miami International University of Art & Design
Miami, FL12.2013
Skills
- Microsoft Office
- Adobe Suite
- Photoshop
- Strategic Planning
- Market Analysis
- Digital Marketing
- Data Analytics
- Segmentation and Targeting
- Content Creation
- Brand Management
- Relationship Building
- Project Management
Languages
Spanish
Native or Bilingual
Timeline
Director of Marketing
DUFRY Cruise Services
03.2022 - Current
Director of Marketing & Sales
Demir Group International
06.2018 - 03.2022
Brand Manager
Demir Group International
04.2018 - 06.2018
Master of Business Administration in Marketing -
Nova Southeastern University
Bachelor of Arts Degree in Fashion Merchandising -
Ai Miami International University of Art & Design