Rafael Rodriguez
Houston,USA
Summary
Experienced Senior Global Digital Marketing and Communications Leader with a strong background in optimizing digital footprints and enhancing customer experiences. Specializing in senior-level digital marketing media management, including online brand advertising, paid media campaigns, and product launches, with expertise in CRM Salesforce platform utilization for data dissemination and metric-driven sales growth. In a recent role at Thermo Fisher Scientific, led the development of Digital/Content Marketing Strategies and focused on digital advertising for COVID-related products across major digital channels. As the Channel Manager, orchestrated content strategy, led digital teams and optimized Customer Journey Frameworks. Previous roles included overseeing digital presence, project management, and strategic web development for brands like Landry's Inc., CITGO Petroleum, and Exxon Mobil's Fuels and Lubricants. Extensive experience also extends to supporting space exploration projects at Boeing. Eager to excel in a director or executive role in the next exciting opportunity.
Overview
20
20
years of professional experience
2
2
Certificate
https://www.linkedin.com/in/rafaelrodriguezjr/
Education
Bachelor Of Arts - Graphics And Web Design
The Art Institute of Houston
Houston, TX08.2015
Certification
- Talkwalker Mountain Climber Program (Project Lead)
- HootSuite Social Media Management
Work History
Sr. Global Manager, Digital Marketing | Genetic Sciences Division (GSD)
Thermo Fisher Scientific.
Houston, TX
09.2022 - 01.2024
- Established Strategic partnership with Global Marketing Directors (GMDs) to define and create content and digital marketing strategies, audience segmentation/targeting, product positioning, workflow value propositions, and channel strategy execution
- Developed multi-year strategy and roadmap for Content Strategy
- Led efforts to test, evaluate, and continuously evolve channel campaigns
- Assessed digital landscape and identified gaps for improved customer experience and conversion
- Developed multi-channel strategy to drive marketing performance and capture incremental revenue
- Supported digital transformation by helping other vital leaders understand what drives results
- Stayed current with emerging opportunities in digital marketing world.
Global Manager, Digital Marketing | Genetic Testing Solutions (GTS)
Thermo Fisher Scientific.
Houston, TX
07.2021 - 08.2022
- Led development, execution, management, and optimization of paid media strategies, as well as analysis, to drive demand generation across channels (sem, social, display, and 3rd party)
- Collaborated with team members and business partners to develop, execute, and measure multiple integrated digital marketing campaigns aligned with business goals
- Assisted in developing and using advanced data-centric targeting capabilities to drive improvements in channel effectiveness
- Leveraged data to advance paid media strategies, track and report campaign and channel effectiveness, uncover relevant insights, and identify channel optimization opportunities to ensure highest possible return on advertising spends
- Developed and maintained accurate reporting for marketing programs campaigns across all demand generation channels
- Built marketing web pages in Adobe AEM according to established templates and procedures
- Assisted with development of private marketplace business cases and paid media strategies
- Quickly identified causes and solutions to issues or unexpected results through analysis
- Used sound methodologies to test new strategies, tools, and capabilities that advance group performance
- Stayed current and knowledgeable on new developments, trends, and technologies in digital marketing and paid media space
- Influenced and educated team members and broader marketing organization to adopt and deploy new and emerging digital marketing, advertising, and selling tactics and technologies.
Business Digital Innovation Advisor, Cybersecurity
Texas State Guard (Army Reserves)
Austin, TX
10.2015 - 12.2021
- Manage web online enrollment processes, digital management overview, and swap path projects.
- Spearheaded digital account management services and backend systems that drive online engagement processes.
- Deploy web-based solutions supporting acquisition, retention, and customer service goals.
- Prepare requirements definition for new or changing online initiatives, systems, applications, and business processes, working directly with business owners and users and across business units.
- Provide requirements, vision, and functionality for major web-based and mobile development initiatives.
- Versed in high-level digital communications strategy and IT support for various military projects.
- Prepare presentations for digital strategy brainstorming sessions and outline software requirements.
- Write, edit, and configure use case studies and user reports generation to support software requirements.
- Provide digital marketing strategy support of branding and marketing initiatives for TMD (Texas Military Department, TXSG)
- Update digital communications briefs for senior management team and Brigadier General of TXSG
- Provide digital training summaries, interactive mockups derived from software requirement documents, and infrastructure diagrams.
- Provide UI-optimized graphics for final software deliverables, planning, and execution.
Digital Experience Manager
Landry's Inc.
Houston, MN
08.2020 - 02.2021
- Drove implementation of future digital media management, web strategy, and PPC technology migration projects
- Ushered web projects through entire project lifecycle (research/scoping, planning, prioritization, development, communicating timelines and milestones, testing, and deployment) by working across internal and external development resources
- Generated CRM (Salesforce) report updates on day-to-day operational activities of portfolio of websites, including escalation support e-mails, chat sessions, and phone calls related to website performance or overall functionality
- Managed CMS system (Sitecore) and CRM system (Salesforce) mapping creation of customer journey integration
- Created standardized templated processes to manage customer journey and customer lead generation through Salesforce CRM system (lead generation, management, analytics, data reporting, and trend analysis)
- Collaborated with lead generation teams to monitor and analyze KPIs (visits, conversation rate, AOV, LTCV, cost analysis, cancellation rate, etc.) to optimize and deliver insights to grow current and generate new customer sales
- Implemented Google Search Console of new technologies to identify trends in digital space, measuring site traffic performance and incorporating data into recommendations for site enhancements
- Built PPC programs and paid digital media campaigns for new emerging markets, incorporating web analytics and tagging platforms via Google Analytics.
Digital/Web Properties Manager (Executive Management)
CITGO Petroleum
Houston, TX
10.2018 - 06.2020
- Spearheaded development and implementation of digital, web, and electronic communications strategies for corporate and critical clients, including light oils and lubricants
- Developed strategic initiatives, including content strategy (copy and design), supporting research (online consumer research, web analytics, and usability studies), IT coordination regarding development, consumer/end-user support (roles identification, help documents), and results measurement
- Created web content plans adhering to corporate standards and guidelines, usability, and information architecture for all CITGO web properties and ecosystems
- Managed e-mail marketing campaigns and content distribution through appropriate digital communication channels
- Incorporated new digital web strategies based on research of key trends and best practices
- Implemented lead-generation campaigns to enhance and automate business processes for marketing teams
- Directed and Deployed 'digital asset management system' (DAM), aligning capabilities with e-mail service providers and marketing automation platforms
- Compiled market research and web analytics to measure and adjust current strategies utilizing learnings from established metrics to make informed digital marketing investments, crafting project goals and objectives
- Prepared best practices digital marketing handbooks, including guidelines for building websites, content management, content presentation, and digital media management to maintain CITGO digital brand and identity.
- Maximized performance by monitoring daily activities and mentoring team members
Business Digital Marketing Manager, Global Brand & Marketing CoE, Digital Services Group
McKinley Marketing Partners (ExxonMobil - Contractor)
Spring, TX
10.2015 - 02.2018
- Ensured proper Global Digital Vision Strategy and Roadmap alignment for ExxonMobil, enabling .com testing to facilitate optimized user experiences on Desktop, Tablet, and Mobile applications
- Coordinated Vendor Selection and alignment—Development, Design, Traditional Internal Marketing, Digital Marketing Advisors, MARCOM Advisors, Legal, Senior Management, and Executive teams
- Led requirements gathering and business logic creation for robust web applications for client side, Development Agency, and Design Agency
- Assisted in setting up Analytics Dashboards via Sitecore, and Power BI, allowing for proper interpretation of site usage data
- Facilitated lead generation and data interpretation for KPI metricizes for Upper Management and Executives
- Led client-side design process of dynamic, robust web applications through Design and Web Development Lifecycles, ensuring requirements are clear between Business and all Agency partners (Design/Development/IT/Media)
- Drafted content review reports to ensure content aligned with Client-side marketing vision/strategy and bridged gaps between any action items (Dev/Design/Client)
- Developed strategic metadata creation for SEO/SEM optimizations sitewide for multiple website deliverables
- Designed Customer Journeys and User Engagements, ensuring proper CTA alignment for lead generation optimization
- Led implementation of website deliverables in multiple languages, focusing on contextual localization of language.
Web and E-Business Digital Analyst for Online Deve
Clearpoint Creative (NRG Energy - Contractor)
Houston, TX
02.2014 - 02.2015
- Managed web online enrollment and swap path projects, online account management services, and backend systems that drive online processes.
- Deployed web-based solutions CMS tool SDL Tridion to support acquisition, retention, and customer service goals.
- Lead status update meetings pinpointed requirements definition for new or changing online initiatives, systems, applications, and business processes. Worked directly with business owners and users across business units.
- Provided requirement overviews for product functionality for significant web and mobile development projects.
- Mobile project SME managing Mobile Enhancements (ME) Business Requirements Document (BRD) queue for web, mobile web, tablet, and mobile application development.
- Provided Business Analysis support for diverse projects for Reliant Energy (NRG Energy). Projects include:
- Evaluated redesigns for business process flows, delivering and maintaining appropriate documentation, including use cases, process flows, activity diagrams, traceability matrix, and screen mockups as needed.
- Worked with information architect, as needed, to drive and develop functional requirements, utilizing knowledge of user experience best practices and online standards.
- Participated in transitioning requirements to visual, functional, and technical designers, ensuring clear and complete understanding of requirements via design/technical reviews to ensure that requirements are met.
- Worked with testers to validate that system tests are written to validate each requirement. Performing and overseeing UAT and delivering UAT documentation before going live.
- Translated requirements into test condition result updates for product, performance, and user acceptance testing.
- Collaborated with team members to resolve issues and drive consensus, balancing desired requirements, technical limitations, and schedule demands.
- Acted as SME and technical lead for multiple business units, providing project support to Business and IT.
Digital Web Project Manager, Digital Marketing Department
Clearpoint Creative (Gulf States Toyota - Contractor)
Houston, TX
10.2012 - 08.2013
- Managed web strategy design and development project building new multi-platform corporate website
- Led status meetings and coordinated all project deliverables, including specifications, scope, schedules, and budget
- Served as SME and day-to-day intermediary point person leading re-design of mid-to-large scale digital deployment of corporate website projects, including management of agency vendor teams (creative, technical, and QA)
- Maintained focus, momentum, and respect of core team of staff, freelancers, and clients throughout 6-month site build-out and product launch
- Produced top-down and bottom-up project schedules/plans, risk plans, communication plans, etc., using correct tools (SmartSheet) that accurately reflect scope of work and consider client expectations
- Served as SME and primary source of communication on project status, milestones, approvals, etc
- Developed status reports in PowerPoint presentations, Excel spreadsheets, charts, and graphs
- Conducted daily project progress plan reports to update digital marketing communications team.
Digital Project Management/Senior Web Developer/Lead System Administrator
The Boeing Company (NASA)
Houston, TX
08.2007 - 08.2012
- Contributed to the Avionics and Software team for the International Space Station, playing a key role in the development and implementation of avionics software that improved operational efficiency and safety for long-duration space missions; also provided critical information technology support for Boeing's Space Exploration Division, aiding in the advancements of both the ISS and the Space Shuttle programs, and supporting Boeing's commitment to the furtherment of human space exploration and the pursuit of scientific knowledge beyond Earth's boundaries.
- Championed requirements gathering and web development design implementation of custom websites/applications through Web Development Lifecycle
- Applied Project Management principles to lead group of 10 developers and programmers
- Implemented web server architectures and infrastructure configurations in support of enterprise-wide project scope
- Ensured data security and all aspects of IT Infrastructure were always performing and running optimally
- Served as IT Project Manager for Goldfire Semantic Content Analytic Tool
- Acting Subject Matter Expert (SME) for Semantic Technology and Open Innovation projects
- Led enterprise-wide implementation of Goldfire through its product life cycle for 18 Boeing programs, including B-1, B52 Bomber, Boeing 777, 787, Boeing Library Services, C130 Hercules, CCDEV (Crew Commercial Development), FA-18 Hornet, Generation Tanker, Houston Space Exploration, Houston Specialty Engineering, Human Resources, International Space Station, and Knowledge Management.
Languages
English
Native or Bilingual
Spanish
Professional Working
Leadership
- Team & Organizational Development
- Digital Business Partner Development
- Digital Best Practices Development
- Creative, Flexible, and Reliable
- Clear Communicator
- Strategic Thinker
- Strong Charisma
- Ability to Inspire
- Empathy Towards Others
- Innovator & Entrepreneurial
- Strong Grasp of Technical Principles
- Military & Business Acumen
Strategy
- Digital Marketing Strategy Development
- Communication Strategy Development
- Content Strategy Development
- Paid Media Strategy Development
- Customer-first focus
- Vision & Value Creation
- Brand Positioning & Demand Gen
- Market Research – Sentiment, Competitive, Influencers
- Segmented Target Marketing Strategies
- Competition Monitoring
- Simplify Complexity, Process Improvements
Execution
- Brand Platforms (Monitoring, Community, AI)
- Smart KPI Data-Driven Decisions
- Digital Campaigns & Social Execution
- Omni and Multi-Channel Management
- Web Optimization via SEO/SEM
- Web Optimization via UX/UI
- Web/Design Development Lifecycle
- Crisis Communications & Mitigation
- Complete Web Development Lifecycle
- Creative Imagery Selection for Digital Campaigns
- Alignment of Digital Footprints to Industry Best Practices
- Local Lingua Optimization
Technology Stack Experience
Digital Marketing Platforms
- Adobe Advertising Cloud
- Facebook Ad Manager
- Google Ads (GDN)
- LinkedIn Campaign Manager
- Outbrain – Amplify
- Twitter Ad Manager
- Microsoft Ads (Bing)
- Sizmek (Amazon Advertising's Amazon Ad Server)
- SciShare
- Sitecore
- Adobe Experience Manager
- WordPress
- WooCommerce (WordPress)
- Big Commerce
- Shopify
- Drupal
- Kentico
- Epi Server
- Bento Box
- Salesforce (Marketing Cloud, Service Cloud, Audience Studio, Exact Target)
- HubSpot
- Zoho CRM
- Mailchimp
- Hootsuite
- Sprinklr
- Talkwalker (Social Listening)
- Eloqua
- Mailchimp
- HubSpot
- Adobe Analytics
- Google Analytics Universal
- Google Analytics 4
- Google Search Console
- Google Tag Manager
- Power BI
- Conductor - Insight Stream
- SEM Rush
- Clarivine
- Asana / Clickup / Trello
- Work Front
- Miro / Figma
- JIRA / Confluence
- BeePro
- HotJar
- Mindjet Mind Manager
- Adobe Creative Cloud 2024 (Photoshop, Illustrator, InDesign, Premiere Pro, After Effects, Audition, Lightroom, XD)
- Dreamweaver 3.0 - CC 2024
- CorelDRAW Graphics Suite X6
- Luminar 2020 & Luminar Neo
- ACDSee Photo Studio Ultimate 2024
- Microsoft FrontPage 98-2003
- Microsoft Expression 4
- Sony Vegas Pro 7.0 – 15.0
- Acid Pro 6.0 – 8.0
- DVD Architect 4.0 – 6.0 Pro
- Windows (7, 8, 10, 11)
- Ubuntu
- Linux Fedora Core
- Sony Vegas Pro 7.0 – 15.0
- Sony Sound Forge 8.0 – 10.0
- Acid Pro 6.0 – 8.0
- DVD Architect 4.0 – 6.0 Pro
Timeline
Sr. Global Manager, Digital Marketing | Genetic Sciences Division (GSD)
Thermo Fisher Scientific.
09.2022 - 01.2024
Global Manager, Digital Marketing | Genetic Testing Solutions (GTS)
Thermo Fisher Scientific.
07.2021 - 08.2022
Digital Experience Manager
Landry's Inc.
08.2020 - 02.2021
Digital/Web Properties Manager (Executive Management)
CITGO Petroleum
10.2018 - 06.2020
Business Digital Innovation Advisor, Cybersecurity
Texas State Guard (Army Reserves)
10.2015 - 12.2021
Business Digital Marketing Manager, Global Brand & Marketing CoE, Digital Services Group
McKinley Marketing Partners (ExxonMobil - Contractor)
10.2015 - 02.2018
Web and E-Business Digital Analyst for Online Deve
Clearpoint Creative (NRG Energy - Contractor)
02.2014 - 02.2015
Digital Web Project Manager, Digital Marketing Department
Clearpoint Creative (Gulf States Toyota - Contractor)
10.2012 - 08.2013
Digital Project Management/Senior Web Developer/Lead System Administrator
The Boeing Company (NASA)
08.2007 - 08.2012
Bachelor Of Arts - Graphics And Web Design
The Art Institute of Houston
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