Luis Marcelo Abud
Seattle,WA
Summary
Dynamic Marketing Leader with over 20 years of experience driving measurable growth across technology, retail, and startup environments. Proven success in creating data-driven strategies that enhance brand visibility, optimize customer journeys, and deliver significant ROI. Expertise in Digital Marketing, Product Marketing, Branding, Customer Insights, and Integrated Campaigns, consistently achieving KPIs. Adept at leveraging analytics to shape impactful marketing strategies and foster collaboration across global teams.
Overview
11
11
years of professional experience
Work History
Director of Integrated Marketing
Microsoft
Redmond, WA
11.2023 - Current
- Spearheaded integrated marketing campaigns, resulting in a 20% increase in cross-solution campaign engagement rates by unifying messaging across six solution areas.
- Boosted AI product adoption by 25% year over year, leveraging partnerships with product marketing, sales, and engineering teams.
- Established transparent reporting frameworks, ensuring that executive teams were consistently informed of marketing performance metrics, enhancing collaboration among solution leads, accelerating project alignment, and reducing decision-making timelines by 15%.
- Lead the development and execution of comprehensive marketing strategies for new product launches across all channels (digital, social, content, email, etc.).
- Define target audiences, positioning, key messaging, and channel strategies to maximize impact.
- Collaborate closely with channel managers on the acquisition team to ensure seamless execution of the overarching marketing strategy across all channels, under a $30M budget, achieving a 150% ROI on key cross-solution tactics.
Head of Product Marketing (Digital Experience)
Amazon Web Services (AWS)
04.2018 - 11.2023
- Designed and executed robust product and digital marketing strategies to enhance revenue growth, market share, and web presence.
- Utilized predictive and attribution models to enhance funnel performance, redesigned digital customer journeys, boosting lead conversions by 35% through personalized, end-to-end interactions..
- Owned the messaging and positioning framework for 20+ AWS services, driving a 30% increase in customer adoption rates.
- Led the execution of multi-channel campaigns, achieving a 20% uplift in ROI, and a 40% improvement in ROAS for the AWS Cloud Financial Management portfolio.
- Directed customer intelligence efforts, generating actionable insights that reduced churn rates by 15%, and contributed to the product roadmap with 20% new PDRs.
- Recruited and developed a high-performing marketing team, achieving 100% retention over three years.
Head of Digital Marketing
Amazon Web Services (AWS)
12.2015 - 04.2018
- Formulated data-driven strategies that increased field marketing engagement by 25% and optimized campaign performance, resulting in a 60% contribution to the pipeline, helping the business achieve the $1B mark within 3 years.
- Managed a $5M budget for digital advertising campaigns, delivering a 200% ROI across social media, search, and display channels.
- Implemented marketing automation tools, improving campaign efficiency by 30%, and reducing time-to-market by 20%.
- Conducted market research to identify trends, informing targeted strategies that contributed to a 15% market share increase.
- Develop an overall digital marketing strategy, and see through the campaign implementation.
- Build, lead, and manage a team of digital marketing managers and specialists.
- Set digital marketing KPIs, and monitor team progress, ensuring that digital marketing campaigns and organizational objectives are met.
Head of Brand & Digital Marketing
Philips
08.2015 - 12.2015
- Developed and executed multi-channel campaigns that enhanced customer engagement, resulting in a 10% increase in brand loyalty.
- Conducted competitive analysis and implemented data-driven strategies that improved brand perception scores by 15%, while driving sales up 35% YoY.
- Cultivated strong relationships with external agencies, delivering campaigns on time and within budget, while achieving 20% higher engagement.
- Oversee the development, creation, and execution of content across various digital channels, including the website, social media, email marketing, and digital advertising.
Sr Digital & Communication Marketing Manager
Intel Corporation
01.2014 - 08.2015
- Increased revenue by 28% through the monetization of websites, mobile apps, and social media channels.
- Leveraged predictive analytics to optimize ad performance, achieving a 25% higher CTRs and a 30% reduction in CPC.
- Negotiated advertising agreements with key partners, driving a 20% increase in campaign reach.
- Optimized customer journeys across multiple touch points, boosting CRV by 35%.
Education
Specialization - Organizational Leadership
Disney Institute
Orlando, FL01.2017
Master in Business Administration - Digital Marketing and Management
Escola Superior De Propaganda E Marketing
São Paulo, Brazil01.2013
Specialization - Strategic Marketing Planning
Escola Superior De Propaganda E Marketing
São Paulo, Brazil01.2010
Skills
Core Expertise:
- Product Marketing
- Brand Positioning & Messaging
- Demand Generation and Growth Marketing
- Digital Marketing & Paid Media
- Customer Journey Optimization
Technical Proficiency:
- Marketing Automation (Marketo, Salesforce, Sprinklr, Adobe)
- Campaign Management Tools
- Data Visualization (Tableau, Power BI), Predictive Analytics, and Attribution Models
- Predictive Analytics & Attribution Models
Leadership & Strategy:
- Cross-Functional Team Leadership
- Strategic Planning & Execution
- Budget Management ($50M)
- Stakeholder Communication
Websites
Languages
English
Native/ Bilingual
Portuguese
Native/ Bilingual
Spanish
Professional
Timeline
Director of Integrated Marketing
Microsoft
11.2023 - Current
Head of Product Marketing (Digital Experience)
Amazon Web Services (AWS)
04.2018 - 11.2023
Head of Digital Marketing
Amazon Web Services (AWS)
12.2015 - 04.2018
Head of Brand & Digital Marketing
Philips
08.2015 - 12.2015
Sr Digital & Communication Marketing Manager
Intel Corporation
01.2014 - 08.2015
Specialization - Organizational Leadership
Disney Institute
Master in Business Administration - Digital Marketing and Management
Escola Superior De Propaganda E Marketing
Specialization - Strategic Marketing Planning
Escola Superior De Propaganda E Marketing
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