LILIA SALINAS

Product Development Management (11/2025 – Present)

• Architected the multi-year operational transformation of the Latino segment, building the data-driven business case to transition from a generic model to a high-yield, acculturation-based customer strategy.
• Established and scaled AI best practices across the CMO organization, driving operational agility, reducing execution timelines, and modernizing workflow efficiency.
• Translated complex operational and performance metrics into actionable business intelligence, establishing measurement frameworks that guided executive decision-making and quarterly planning.
• Oversaw end-to-end program lifecycles and downstream channel alignment for major initiatives (FIFA, Día de las Madres, Holiday), contributing to +104% YoY YTD Net Add growth.
• Directed CMI research brief development for CMO leadership, leveraging operational data to optimize strategy, messaging, and market expansion.
• Conducted deep-dive competitive analysis on rival launches and partnerships, engineering counter-strategies to defend regional market share.

Experiential Marketing (01/2024 – 11/2025)

• Spearheaded high-profile, multi-market programs (including 90s Pop Tour and Mariachi USA), delivering 103% target attainment against Gross Add objectives.
• Managed end-to-end operational execution for 51 complex activations across 15 states (Coastal Plains and Atlantic South), driving 2.6M impressions, 15K+ leads, and direct revenue conversion.
• Directed external agency partners, vendors, and high-value sponsorship portfolios (NFL Super Bowl LIX, Live Nation, Univision) to ensure flawless program execution, budget adherence, and brand alignment.
• Partnered across cross-functional teams to streamline resource allocation, optimize asset utilization, and establish scalable execution frameworks for experiential programs.

Latino Segment Strategy & Brand (05/2020 – 01/2024)

• Collaborated with cross functional leadership across Product, Sales and Technology organizations to define market positioning and segment strategy, ensuring cohesive national execution that drove a +6% YoY surge in customer volume.
• Turnkey owner of the high-profile Verizon title sponsorship program for the Mando & Friends global initiative; managed extensive matrixed dependencies to secure a Gold Telly Award and bring in 10K leads and 1 Billion impressions all three seasons combined.
• Conceived, resourced, and launched a historic hybrid mobile digital concert experience featuring Bad Bunny during pandemic operational constrains, successfully sustaining brand readiness and yielding 128M+ organic impressions.

Retail Grand Openings (01/2019 – 05/2020)

• Spearheaded the end-to-end program launch strategy for national retail store grand openings across 11-state South Area, aligning regional operations to optimize timeline management, demographic targeting, and budget allocation.
• Served as the official media-trained Spanish spokesperson to elevate brand reputation during high-profile local activations.

• Directed 12-state Hispanic market strategy across border markets to boost retail operations, CX, and market share.
• Led GTM marketing, promotions, and asset development for high-volume bilingual retail locations.
• Scaled brand reach through strategic experiential programs and community partnerships, including the USO.

• Leveraged multicultural consumer segmentation and localized strategies to accelerate field growth and targeted engagement across the South Central Market.
• Conceptualized and deployed a comprehensive grassroots marketing playbook, establishing the standardized operational framework for local community engagement.

• Project Manager for the Bring Your Own Device (BYOD) go-to-market rollout, coordinating cross-functional technical and operational business lines to drive a successful, on schedule product launch.
• Coordinated high-impact B2B and Retail grand openings across the Dallas market, successfully accelerating new business prospect generation

• Consistently led the region in total sales while maintaining the lowest churn rate at a high-performing, A-level retail location.
• Selected by HQ for the prestigious Marketing Analyst Development Program (MADE) and nominated for the LEAD advancement pipeline.