Mafe De Alba Williams
Fort Lauderdale,FL
Summary
Marketing leader with a strong track record in driving business and brand growth through strategic initiatives and leading high-performing teams. Extensive experience across the marketing mix and a rare blend of creativity and analytical skills. Expertise in optimizing processes and fostering collaboration, resulting in measurable outcomes. Proven ability to exceed KPIs across global D2C and B2B channels. Bilingual in English and Spanish, with additional proficiency in Portuguese, facilitating effective communication in diverse multicultural environments.
Overview
17
17
years of professional experience
5
5
Certification
Work History
Director of Growth Marketing
H&H Group
01.2024 - Current
- Developed and executed omni-channel content strategy to drive direct demand generation and customer acquisition.
- Led teams managing content creation, digital design, social media, PR, brand partnerships, influencer marketing, and brand creative design.
- Developed high-performing teams by providing mentorship, guidance, and opportunities for professional growth.
- Optimized content in collaboration with eCommerce and Paid Media teams, resulting in improved conversion rates.
- Enhanced brand trust and relevance through earned media, paid media, and PR initiatives.
- Leveraged AI technology for scalable content creation and streamlined marketing operations.
- Brands managed include Zesty Paws and Solid Gold in pet industry.
Sr Manager, Ecommerce, Site UX, Content Marketing & Operations
Costa Farms
07.2022 - 12.2023
- Drove online business growth across DTC, Amazon, Wayfair, Walmart and other omni-retailer platforms.
- Implemented marketing strategies that optimized conversion rates and P&L performance.
- Oversaw DTC UX, Content, PDP optimizations and eComm operations through the implementation of MarTech tools.
- Led cross-functional teams to meet project milestones and deliver high-quality results.
- Provided strong leadership to enhance team productivity for brands like Trending Tropicals and Exotic Angels.
Manager, Brand Activation, Trade & Digital Marketing
Newell Brands
12.2019 - 06.2022
- Planned and executed brand activations, partnerships, and product launch strategies for in-store and digital platforms.
- Enhanced user experiences across eight brand websites, improving engagement and satisfaction.
- Governed SEO strategy and analytics to optimize online visibility and performance.
- Designed processes and trained teams to ensure effective digital asset management.
- Developed marketing strategies that communicated brand values and increased recognition for Oster, Crock-pot, Sunbeam, Calphalon, and Mr Coffee.
Head of Marketing, Latin America
Omron Healthcare
02.2015 - 11.2019
- Achieved significant regional market penetration through comprehensive medical, digital, social media, and PR strategies.
- Oversaw P&L management, trade shows, KOL engagement, and CRM development across multiple countries.
- Developed 3-5 year marketing strategy and annual marketing plans for Mexico, Colombia, Argentina, Peru, and Chile.
- Increased brand awareness by launching targeted marketing campaigns.
- Collaborated with sales teams to create integrated promotional campaigns that boosted revenue growth.
Product Marketing Manager
Jarden Consumer Solutions
01.2008 - 01.2015
- Collaborated with cross-functional teams to successfully launch new products and execute go-to-market strategies.
- Managed product development lifecycle from conception through release, ensuring timely delivery.
- Executed comprehensive market research and competitive analysis to articulate product value proposition.
- Optimized pricing strategies through in-depth cost analyses, enhancing overall profitability.
- Supported marketing campaigns with targeted content and messaging to drive demand generation.
- Facilitated internal organizational readiness for new product launches through strategic planning and training.
- Developed and implemented effective go-to-market plans aligned with business objectives.
- Drove cross-departmental collaboration to enhance product launch success across Oster Industry - Appliances.
Education
Bachelor of Business Administration - Business & Marketing
Universidad José Maria Vargas
Bachelor of Business- Marketing - Management & Commercialization
Marketing Institute (ISUM)
Skills
- Strategic Planning
- Relationship building
- Decision-making
- P&L and Budget Management
- People Management
- Operations & Project Management
- AI Evangelist
- Social Media, PR, Influencers
- Media & Content Management
- Consumer Research
- Market Data Analysis
- Product Development & Innovation
Accomplishments
- Drove a 98.33% completion rate in CTV video ad performance by driving a strong consumer engagement through the video creative.
- Led AI-powered content creation initiatives, reducing production timelines by 40% and expanding campaign volume.
- Achieved a 15% increase in brand trust metrics through integrated PR and influencer marketing campaigns. Delivered over 186M impressions in 4 weeks
Certification
- AI Applied to Marketing, ELVTR -2024
- Digital Marketing Certification, Circus Training 2022
- HubSpot Content Strategy 2019
- Communication Strategies, Florida International University (FIU) 2011
- SEO Certification, BazaarVoice 2018
LANGUAGES
Fluent in English and Spanish
Portuguese Professional Working
Timeline
Director of Growth Marketing
H&H Group
01.2024 - Current
Sr Manager, Ecommerce, Site UX, Content Marketing & Operations
Costa Farms
07.2022 - 12.2023
Manager, Brand Activation, Trade & Digital Marketing
Newell Brands
12.2019 - 06.2022
Head of Marketing, Latin America
Omron Healthcare
02.2015 - 11.2019
Product Marketing Manager
Jarden Consumer Solutions
01.2008 - 01.2015
Bachelor of Business- Marketing - Management & Commercialization
Marketing Institute (ISUM)
Bachelor of Business Administration - Business & Marketing
Universidad José Maria Vargas
Similar Profiles
Sheng WangSheng Wang
Senior Data Scientist/Algo Solution PIC at Daraz Group (Alibaba Group - Alibaba International Digital Commerce Group)Senior Data Scientist/Algo Solution PIC at Daraz Group (Alibaba Group - Alibaba International Digital Commerce Group)
Timothy MooreTimothy Moore
Sales Manager at Retail Sales Group, Vanguard GroupSales Manager at Retail Sales Group, Vanguard Group
Cynthia EndrizalCynthia Endrizal
Lead Fellow at Centers for Medicare and Medicaid Services (CMS), Office of Group Director Quality Improvement & Innovation Group, Center for Clinical Standards & QualityLead Fellow at Centers for Medicare and Medicaid Services (CMS), Office of Group Director Quality Improvement & Innovation Group, Center for Clinical Standards & Quality
Jaime UrbinaJaime Urbina
Warehouse Worker at Invicta Watch GroupWarehouse Worker at Invicta Watch Group
Warren VilliersWarren Villiers
Security Officer at Allied Universal Security ServicesSecurity Officer at Allied Universal Security Services