Marina Gonzales
San Jose,CA
Summary
Dynamic and versatile leader with expertise in event management, hospitality operations, and Strategic marketing. Exceptionally organized, highly adaptable thriving in fast-paced settings and delivering innovative solutions to complex challenges with tact and finesse. Skilled at building strong, positive relationships with teams and stakeholders at all levels to deliver impactful, memorable experiences.
Overview
13
13
years of professional experience
Work History
Social Media Specialist
Cystic Fibrosis Research Institute
Palo Alto, CA
10.2023 - Current
- Defined and implemented a social media strategy that expanded reach and engagement across Facebook, Instagram, YouTube, LinkedIn, and TikTok, enhancing global visibility and brand awareness.
- Conceptualized and delivered dynamic multimedia content, combining thought leadership and community engagement to meet audience needs, while aligning with organizational goals to enhance visibility.
- Managed paid media campaigns and budgets, optimizing performance through detailed analysis and data-driven targeting strategies, resulting in improved ROI and campaign effectiveness.
- Synthesized insights from social analytics, industry trends, and competitor benchmarks into monthly performance reports, providing actionable strategies for growth and engagement.
- Coordinated integrated marketing efforts for promoting events and fundraisers, ensuring seamless alignment of social media, email, and print campaigns for maximum impact.
- Designed and optimized webpages and forms to drive traffic and conversions. Monitored performance using Google Analytics, translating data into measurable outcomes for continuous improvement.
Event Planning Committee
Cystic Fibrosis Research Institute
Palo Alto, CA
08.2011 - Current
- Orchestrated impactful annual retreats, educational conferences, and gala fundraisers, including logistics, meal planning, budget management, speaker, and entertainment coordination, ensuring flawless execution.
- Spearheaded branding and marketing initiatives, creating logos, social media campaigns, digital, and print ads that amplified event visibility, recruitment, and fundraising success.
- Advocated for improved healthcare policies and services, engaging with state legislators and key stakeholders to raise awareness for cystic fibrosis and rare disease communities.
- Awarded Volunteer of the Year, 2021, for exceptional contributions to the organization’s community impact and mission advancement.
Marketing Manager
Ghirardelli Chocolate Company
San Leandro, CA
07.2019 - 03.2023
- Leveraged insights from market research, consumer data, and category trends to refine sales strategies, optimize product offerings, and deliver impactful brand activations.
- Oversaw a $1.8M marketing budget, ensuring efficient financial planning and maximizing ROI.
- Spearheaded strategic partnerships, including a Disney influencer program and mobile delivery with DoorDash, driving a 15% YoY sales increase, and earning recognition with a 2021 Innovation Award.
- Revitalized Ghirardelli Square stores through paid and earned media campaigns, generating over 1.5 billion impressions and securing more than 660 national and local media placements within three months, exceeding company goals.
- Led initiatives to improve merchandising processes by implementing a centralized signage system and utilizing purchasing and consumer behavior data to optimize floor plans, boosting sales conversion by 15%, increasing seasonal sell-through by 12%, and department efficiency by 20%.
- Restructured MLB sponsorship agreements with the San Francisco Giants, reducing costs by 40%, boosting park concession profits by 20%, and driving 42% growth in foot traffic at offsite event activations.
Online Sales & Marketing Director
Spicely Organics
Fremont, CA
12.2017 - 06.2019
- Increased annual revenue by 20% by optimizing website merchandising strategies, including rationalizing SKUs, enhancing product imagery, and integrating strategic upselling features like recipe content.
- Improved website conversion rates by 10% through UX/UI refinements, streamlined customer journey, and SEO optimization, enhancing the overall customer experience.
- Applied data-driven methodologies to refine marketing campaigns, leveraging tools like Google Analytics to extract actionable insights that optimized ad spend and increased ROI on platforms like Google Ads.
- Drove a 35% increase in Amazon profitability by optimizing product assortments, SKU rationalization, and implementing competitive pricing strategies, earning the Employee of the Year Award in 2017.
- Secured partnerships with Walmart.com, Vitacost, Zulily, and Blue Apron, driving incremental sales growth and extended brand reach to new customer segments.
- Led strategic content marketing efforts, collaborating with agencies and influencers to deliver campaigns that amplified brand presence and engagement, driving multi-platform growth across social media and e-commerce channels.
- Directed high-profile tradeshows and events, generating exposure to retailers and partners, which facilitated distribution expansion, and maximized brand visibility and impact.
Sales & Marketing Manager
Spicely Organics
Fremont, CA
08.2013 - 12.2017
- Directed integrated sales and marketing strategies, encompassing retail merchandising, advertising initiatives, product rollouts, and boosting brand presence, with a focus on driving revenue and market growth.
- Strengthened relationships with top-tier retail partners, securing placement in Walmart, Kroger, Albertsons, and Whole Foods, expanding market presence, and increasing sales volume.
- Implemented data-driven marketing solutions, increased market share through optimized product assortments and pricing, delivering over $3 million in incremental revenue.
- Streamlined marketing strategies, collaborated with the operations team to improve processes and production workflows, driving a 35% increase in product distribution, and a 15% growth in gross profit.
- Utilized sales and consumer data, and competitive analysis, to identify trends, develop actionable insights for strategic sales forecasting, and to optimize product performance.
- Managed and executed brand activations, marketing events, including national and regional industry trade shows, store demos, overseeing budgets, logistics, PR, and post-event reporting to maximize ROI.
Education
Certificate - Project Management
Coursera
10-2023
Fashion Design Coursework -
Fashion Institute of Design & Merchandising (FIDM)
San Francisco, CaliforniaSkills
- Marketing Leadership
- Event Marketing & Management
- Process Improvement
- Digital, Social Media & Email Marketing
- Graphic Design
- Project Management
- Vendor and contract negotiations
- Food service & Catering management
- Budgeting and allocation
- Vendor management
- Data analytics
- Clear oral/written communication
- Organizational skills
- Adobe photoshop, illustrator, and InDesign
Community Service
Event Planning Committee, Cystic Fibrosis Research Institute (CFRI), Palo Alto, CA, 08/01/11, Present, Coordinated planning − secured venues, scheduled speakers, entertainment/activities, strict budget management, execution, and oversight of semi-annual virtual and in-person weekly retreat and annual gala fundraiser., Designed logos, promotional materials, and decorations for themed events, developed marketing campaigns for fundraising and recruitment through social media, website content and print ads., Advocacy champion, working to educate and raise awareness with state legislators, administrative bodies, and public on a variety of issues impacting healthcare, services, Cystic Fibrosis, and rare disease communities., 2021 Volunteer of the Year Award.
Volunteer Experience
Broad expertise with non-profits and event planning (annual in person weekly retreat, annual virtual weekend retreat, annual gala fundraiser) and advocacy work; attended Lobby days at the state capital and met with Assembly members and Senators to draft/support bills and legislation for healthcare.
Technicalexperience
Adobe Creative Cloud Suite, Microsoft Office Suite (PowerPoint, Excel, Word), Shopify, NetSuite CRM, Asana, Trello, Project Management Professional (PMP), In Progress, Project Management Institute (PMI), Google Fashion Design Coursework, Fashion Design Coursework, Fashion Institute of Design & Merchandising (FIDM), San Francisco, California
Timeline
Social Media Specialist
Cystic Fibrosis Research Institute
10.2023 - Current
Marketing Manager
Ghirardelli Chocolate Company
07.2019 - 03.2023
Online Sales & Marketing Director
Spicely Organics
12.2017 - 06.2019
Sales & Marketing Manager
Spicely Organics
08.2013 - 12.2017
Event Planning Committee
Cystic Fibrosis Research Institute
08.2011 - Current
Certificate - Project Management
Coursera
Fashion Design Coursework -
Fashion Institute of Design & Merchandising (FIDM)
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