Loredana Rodriguez
Austin,Tx
Summary
Senior Marketing Specialist with 12+ years of experience leading retail, franchise, and brand activation strategies for global consumer brands. Proven record of driving double-digit sales growth, increasing store traffic, reducing costs, and executing high-impact campaigns across international markets. Highly skilled in cross-functional leadership, vendor management, retail analytics, and large-scale event execution.
Overview
17
17
years of professional experience
Work History
Project Manager (Marketing & Brand Activations)
The Igency
Mexico, Mexico City
01.2022 - Current
- Led execution of large-scale sports marketing events, managing logistics, timelines, and cross-functional teams
- Managed external vendors and production partners to ensure quality, budget adherence, and on-time delivery
- Designed retail training programs that improved visual merchandising execution and in-store engagement
- Executed brand activations in high-traffic retail locations to support sales performance
Senior Retail & Franchise Marketing Specialist
adidas Group
Mexico, Mexico City
01.2014 - 01.2021
- Defined and executed integrated retail marketing strategies for franchise partners nationwide
- Negotiated with local suppliers, reducing monthly marketing costs by 40%
- Developed visual merchandising manuals and training programs standardizing brand execution
- Built incentive programs reducing aging inventory by 57% in two months
Retail Marketing Activation Specialist
adidas Group
Mexico City, Mexico City
01.2013 - 01.2014
- Launched 11 pop-up soccer stores driving a 10% increase in retail sales
- Improved underperforming store KPIs, increasing sales by 50% and traffic by 60%
- Delivered 45% year-over-year sales growth at flagship annual retail event
Trade Marketing Specialist / In-Store Communication Specialist / Category Management Intern
adidas Group
Mexico, Mexico City
01.2009 - 01.2013
- Supported omni-channel marketing strategies for key accounts
- Increased category sell-through by 27% in three months through customer experience initiatives
- Negotiated premium in-store placements across 50+ locations
- Contributed to pricing, assortment, and competitive analysis adopted at regional level
Education
Digital Marketing Certificate - Marketing
University of Texas
Austin, TX06.2026
Bachelor of Science - Marketing
Instituto Tecnologico De Monterrey
Mexico 06.2011
Bachelor of Science - Management
Concordia University
Montreal12.2009
Skills
- Retail Marketing Strategy
- Brand Activations & Campaign Management
- KPI Tracking & Performance Optimization
- Vendor & Budget Management
- Franchise & Retail Operations
- MicroStrategy (Retail BI)
- Microsoft Office Suite
- Adobe Photoshop
- Team collaboration
- Strategic planning
- Customer relations
- Cross-functional collaboration
Personal Information
Senior Marketing Specialist | Retail & Brand Activation
Languages
Spanish
Native or Bilingual
English
Professional Working
French
Elementary
Technical Skills
Retail Marketing Strategy, Brand Activations & Campaign Management, KPI Tracking & Performance Optimization, Vendor & Budget Management, Franchise & Retail Operations, MicroStrategy (Retail BI), Advanced, Microsoft Office Suite, Advanced, Adobe Photoshop, Basic
Timeline
Project Manager (Marketing & Brand Activations)
The Igency
01.2022 - Current
Senior Retail & Franchise Marketing Specialist
adidas Group
01.2014 - 01.2021
Retail Marketing Activation Specialist
adidas Group
01.2013 - 01.2014
Trade Marketing Specialist / In-Store Communication Specialist / Category Management Intern
adidas Group
01.2009 - 01.2013
Digital Marketing Certificate - Marketing
University of Texas
Bachelor of Science - Marketing
Instituto Tecnologico De Monterrey
Bachelor of Science - Management
Concordia University