PAULA LUGO
Washington, DC Metro Area
Summary
Creative and analytical leader specializing in market research and brand strategy with 15 years of experience across B2B and DTC sectors - from start-ups to global organizations. Offers a strong focus on brand strategy and consumer insights. Known for delivering data-driven stories that influence leadership decisions. Ready to leverage collaborative skills and branding expertise to enhance brand claims and drive growth.
Overview
15
15
years of professional experience
1
1
Certification
Work History
Sr. Manager, Consumer Insights Management
Lidl US
Arlington, VA
01.2021 - Current
- Data-driven motivator: built an understanding of regional trends, competitors, and consumers to guide executive leaders toward strategic focus areas for the business.
- Research lead: synthesized syndicated data and develop custom research to test messaging, understand customer segments, and analyze competitor trends across various markets.
- Intelligence facilitator: packaged insights into digestible formats for go-to-market campaigns, utilizing Excel, PowerBI, and ThinkCell to automate reporting and effectively improve efficiency for the team.
- Global collaborator: partnered with the German HQ leadership team to align on brand claims, measurement/performance, and audience insights.
- Internal influencer: built relationships to effectively influence decision-making with cross-functional stakeholders, such as product, creative, PR, regional, and senior leadership.
- People mentor: provided day to day guidance, coaching, and development opportunities to Consumer Insights team members.
Sr. Manager, Marketing & Advertising
Lidl US
Arlington, VA
12.2017 - 01.2021
- Advertising skills: spearheaded multi-million dollar campaigns, overseeing design, messaging, and ad buying.
- Messaging expertise: collaborated with internal teams (creative, product, and legal) to craft substantiated, scalable brand claims aligned with campaigns.
- Research expertise: developed and managed a virtual consumer insights community of over 5,000 customers for primary research.
- Strategic skills: established clear campaign processes defining objectives, creative strategies, and performance outcomes.
Manager, Brand Marketing
Lidl US
Arlington, VA
10.2016 - 12.2017
- Strategic skills: assessed marketing materials from other Lidl countries for U.S. market entry suitability.
- Third-party collaboration: directed agency partners to produce effective marketing assets.
- Time management: oversaw project timelines for copy, photography, and graphic design to ensure on-time delivery.
Assistant Director, Marketing & Promotions
PBS KIDS
Arlington, VA
07.2014 - 10.2016
- Advertising expertise: led national campaigns across creative, digital, and social teams, driving viewership to PBS KIDS content online and on TV. Devised unique landing pages that resulted in heightened engagement for PBS KIDS' website and licensed products.
- Marketing analytics: built ad measurement systems and presented ROI insights to senior stakeholders to guide strategy for future advertising plans.
Brand Strategy Associate
Public Broadcasting Service (PBS)
Arlington, VA
08.2013 - 07.2014
- Marketing expertise: supported the production of marketing materials to convey PBS's value to nationwide audiences, and empower fundraising efforts for member stations.
- Brand stewardship: reviewed trademark usage requests to safeguard brand integrity.
Account & Marketing Manager
VueCare Media
Columbia, MD
01.2011 - 05.2013
- Sales enablement: articulated VueCare's competitive advantage on sales calls, and built relationships with clients to continuously highlight product value levers, and ensure account retention.
- Marketing skills: developed messaging for product sales materials and the company website, collaborating with graphic designers and product developers. Built email campaigns to engage existing clients and convert leads.
- Time Management: managed workflow between staff, coordinating documents, planning, and creative material distribution for VueCare's booth at industry trade show .
Education
B.A. - Communications (Advertising Concentration)
Loyola University Maryland
Baltimore, MDSkills
- Brand strategy and tracking
- Audience insights
- Marketing and advertising
- Cross-functional leadership
- Storytelling and presentation
- Project management
- Survey Development
- Quantitative and Qualitative Research
- Consumer panel: Numerator, NielsenIQ
- Retail Measurement Service (RMS): Circana
Certification
- The Food Industry Association's Future Leaders eXperience | 7/2025 - 10/2025
- GS1 Product Management Training | 11/2023 - 12/2023
Affiliations
- Yale University's Center for Customer Insights: Partnered to conduct a study centered in understanding the Lidl brand's emotional triggers influencing customers and non-shoppers | 8/2025 - 10/2025
Timeline
Sr. Manager, Consumer Insights Management
Lidl US
01.2021 - Current
Sr. Manager, Marketing & Advertising
Lidl US
12.2017 - 01.2021
Manager, Brand Marketing
Lidl US
10.2016 - 12.2017
Assistant Director, Marketing & Promotions
PBS KIDS
07.2014 - 10.2016
Brand Strategy Associate
Public Broadcasting Service (PBS)
08.2013 - 07.2014
Account & Marketing Manager
VueCare Media
01.2011 - 05.2013
B.A. - Communications (Advertising Concentration)
Loyola University Maryland