MARISOL VELEZ
Wayne
Summary
Senior Digital Product & Experience Leader and customer advocate passionate about building digital platforms that improve how customers connect, engage, and transact. Combines data-driven strategy with experimentation and close collaboration across engineering, design, and business teams to deliver meaningful digital experiences and measurable growth.
Overview
21
21
years of professional experience
Work History
Digital Product & Customer Experience Strategy
Independent Consultant
01.2025 - Current
- Spearheaded digital product strategy initiatives to enhance enterprise digital experiences and drive revenue.
- Defined product roadmaps and prioritized features for customer engagement platforms aligned with business growth.
- Led cross-functional planning with engineering, analytics, and marketing teams to improve customer experience.
- Developed test-and-learn frameworks using A/B testing and behavioral analytics to optimize product performance.
- Created business cases and delivery plans for new digital platform initiatives and enhancements to customer journeys.
- Guided performance measurement frameworks to enable data-driven decision-making for product improvements.
Senior Digital Marketing Lead | Product Optimization
Guidepoint
New York
06.2022 - 01.2025
- Defined testing roadmaps and experimentation frameworks, boosting digital conversion rates by 43%.
- Led digital product optimization initiatives for global B2B expert platform, enhancing user experience and driving engagement.
- Collaborated with engineering, UX, and analytics teams to enhance product experiences along acquisition and engagement funnels.
- Utilized behavioral analytics and SEO insights to guide product prioritization and feature enhancements.
- Collaborated with leadership and cross-functional teams to ensure product launches met strategic business growth objectives.
- Created analytics dashboards to evaluate product performance and user journey, informing optimization strategies.
Marketing Director
Albertsons (Kings/Balducci’s Acquisition)
Parsippany
01.2021 - 05.2022
- Oversaw end-to-end development of loyalty and personalization platforms affecting millions of customers.
- Delivered more than $5 million in additional revenue through effective segmentation journey redesign.
- Developed and executed digital product roadmap focused on customer identity engagement.
- Partnered with IT engineering and data teams to launch solutions enhancing enterprise customer experiences.
- Led digital transformation initiatives to enhance customer platforms post-Albertsons acquisition.
- Implemented product performance dashboards and KPI tracking to support data-driven platform enhancements.
Marketing Manager | Loyalty Product Strategy
Kings Food Markets / Balducci’s
Parsippany
02.2013 - 01.2021
- Led the transition from analog rewards to a unified digital loyalty platform, increasing member-driven sales by 62.5%.
- Owned the digital product evolution of loyalty and customer engagement platforms supporting omnichannel retail growth.
- Defined feature enhancements and product improvements for mobile, web, and in-store touchpoints to elevate user experience.
- Collaborated with technology, UX, and operations teams to deliver digital platform enhancements on schedule and within scope.
- Developed customer journey frameworks and personalization features that increased engagement and retention rates.
- Implemented experimentation and A/B testing frameworks to continuously optimize digital experiences.
Senior Marketing Manager | UX Digital Experience
Toys“R”Us / Babies“R”Us
Wayne
01.2007 - 01.2012
- Partnered with cross-functional teams to optimize registry platform user experiences, increasing registry revenue 44%.
- Developed customer segmentation and personalization frameworks that guided digital product enhancements.
- Led analytics and product insights initiatives to enhance digital engagement platforms and optimize customer lifecycle programs.
- Built analytics frameworks to assess customer behavior and evaluate product performance across digital touchpoints.
Associate Marketing Director | Digital Strategy
Party City
Rockaway
02.2005 - 09.2007
- Leveraged consumer and sales insights to optimize digital platforms and refine marketing strategies.
- Developed digital campaign strategies and product insights to enhance seasonal and retail initiatives.
- Conducted campaign performance analysis and reported on customer engagement to inform future marketing efforts.
Education
Professional Diploma - Marketing & Business Management
Lehman College
New YorkSkills
- Product strategy
- Product leadership
- Feature prioritization
- Digital experience platforms
- Enterprise web products
- Agile methodology
- User stories
- Sprint and backlog management
- Release planning
- Product analytics and measurement
- Performance metrics analysis
- Optimization strategies
- A/B testing frameworks
- Conversion optimization
- Personalization strategy
- Customer behavior insights
- Data-driven decisions
- KPI management
- Collaboration
- Engineering partnerships
- UX and design collaboration
- Stakeholder engagement
- Executive communication
Accomplishments
Top Performer Award — New Revenue Innovation | Co-Founded, F.A.C.T. (Feed A Child Today), generating $5M+Revenue
Timeline
Digital Product & Customer Experience Strategy
Independent Consultant
01.2025 - Current
Senior Digital Marketing Lead | Product Optimization
Guidepoint
06.2022 - 01.2025
Marketing Director
Albertsons (Kings/Balducci’s Acquisition)
01.2021 - 05.2022
Marketing Manager | Loyalty Product Strategy
Kings Food Markets / Balducci’s
02.2013 - 01.2021
Senior Marketing Manager | UX Digital Experience
Toys“R”Us / Babies“R”Us
01.2007 - 01.2012
Associate Marketing Director | Digital Strategy
Party City
02.2005 - 09.2007
Professional Diploma - Marketing & Business Management
Lehman College