Wilmarie Cruz
Summary
Brand and Social marketer, focused on maximizing the intersect of marketing, technology, data, and customer experience. 14 years of experience building and managing social media and creator programs for tech, fitness, and subscription brands with a proven track-record of driving growth.
Overview
13
13
years of professional experience
Work History
Senior Category Manager
Ingenio LLC
Denver, CO
07.2023 - Current
- Developed, implemented and monitored category strategies to ensure sales growth and market share objectives were achieved.
- Analyzed data to identify trends, opportunities and risks within the category.
- Led cross-functional teams in developing new product launches, promotions and campaigns.
- Identified gaps in the current range of products and services offered by the company and developed plans to fill them.
- Managed budgets for promotional activities within the category ensuring ROI targets were met or exceeded.
- Developed strategic plans for each major brand within the category including marketing programs, pricing strategies and product assortment plans.
Senior Manager, Social Media
Amazon
Denver, CO
04.2021 - 07.2023
- Developed the overall social brand strategy, positioning, key messaging, creative assets and brand guidelines
- Established and owned reporting frameworks and mechanisms to track the health of channels and inform ongoing strategy
- Delivered industry leading social perspective to the larger marketing team through social-first extensions of large integrated marketing campaigns, tentpole events, and partner marketing opportunities
- Managed external social agency partners to launch social first campaigns laddering up to overarching business goals
- Built and led creator acquisition model and strategy for the books organization
Director of Social Media
Outside Inc
DENVER, CO
01.2020 - 03.2021
- Developed and implemented a social media strategy for 24 brands in the outdoor and active living space
- Analyzed channel mix and grew online contribution from social to brand sites
- Directed creative development of paid and organic assets across all social platforms
- Created and managed influencer program and global event coverage
- Created custom reporting for 24 brands and communicated progress to executives
- Crafted social strategy for membership program launch
Director of Social Media
Sling TV
DENVER, CO
02.2018 - 01.2020
- Developed impactful full funnel social strategy
- Increased engagement rate (310% FB, 112% TW, 24,000% IG), decreased negative sentiment (28%)
- Worked directly with major networks to curate and create unique content
- Created and launched influencer program featuring Blake Griffin, Field Yates and Menswear Dog
- Created social campaign extensions to national campaigns including direction on campaigns featuring Dr. Ruth, Nick Offerman and Megan Mullally
- Crafted insights leveraged across multiple departments for acquisition and retention efforts
- Established a fully functioning social listening program across multiple departments
Marketing Strategist
UCHealth Memorial Hospital
DENVER, CO
12.2016 - 02.2018
- Developed annual marketing plan based on overall business goals
- Managed annual budget for service line across the state of Colorado
- Designed an online branded community for cancer patients and their families
- Developed and executed a campaign/ partnership with Orangetheory Fitness (activated over 3,500 participants across Colorado)
Account Director
Room 214
Boulder , CO
05.2015 - 12.2016
- Account lead for clients: Sanrio, Protection 1, Mr. Coffee, Crockpot, Exclusive Resorts
- Developed effective digital strategies that drove growth and revenue
- Managed and streamlined the day-to-day operations and success across department (13 employees total)
- Determined KPIs and ROI to track digital campaign performance
- New business lead for pitches - over $500k/year in new business
Director of Social Media
Publicis Groupe
Santiago, Chile
07.2014 - 05.2015
- Clients: Samsung, Volkswagen, Always, Brooks Running, Pantene
- Created and grew social media department (0 to 14 employees, 1 to 8 accounts)
- Oversaw all management-related issues- hiring, training, mentoring, performance reviews, and professional development
- Developed and led operations and processes that ensured the efficient workflow and productive
collaboration internally and with clients - Led the design and development of clients’ social media strategy and communications, including channel strategy, content creation, social listening, community interaction, and crisis management
- Digital strategy director for all agency pitches
Social Media Manager
Deep Focus
New York, NY
06.2013 - 07.2014
- Lead manager on Absolut Vodka US account
- Developed innovative social media strategies across major social channels that drove to defined business goals and determined KPIs and ROI to track performance
- Created and managed a successful influencer program including campaigns with Lady Gaga and IconoPop
- Developed real time marketing strategies recognized as a best practice by Dachis Group and Twitter
Marketing Manager
Hyatt Corporation
New Orleans, LA
08.2011 - 06.2013
- Launched social media presence for the hotel and its 5 restaurants
- Built and oversaw a data-driven, long-term digital roadmap and strategy that positively impacted the guest experience and the company’s strategic and financial goals.
- Planned, coordinated, and promoted star-studded fundraising event and after party– “A Night To
Make It Right” with hosts Brad Pitt and Ellen DeGeneres.
Education
BA - Art History
Boston University
Boston, MA09.2005
Skills
- Social media and brand strategy
- Emerging platforms and AI
- Creator strategy and innovation
- Content strategy and development
- Cross-functional team leadership
- Analytics and reporting
Timeline
Senior Category Manager
Ingenio LLC
07.2023 - Current
Senior Manager, Social Media
Amazon
04.2021 - 07.2023
Director of Social Media
Outside Inc
01.2020 - 03.2021
Director of Social Media
Sling TV
02.2018 - 01.2020
Marketing Strategist
UCHealth Memorial Hospital
12.2016 - 02.2018
Account Director
Room 214
05.2015 - 12.2016
Director of Social Media
Publicis Groupe
07.2014 - 05.2015
Social Media Manager
Deep Focus
06.2013 - 07.2014
Marketing Manager
Hyatt Corporation
08.2011 - 06.2013
BA - Art History
Boston University
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