Wilmarie Cruz
Summary
Results-driven executive with extensive experience in strategic leadership and operational excellence. Proven track record in driving growth, optimizing processes, and fostering team collaboration. Exceptional skills in strategic planning, financial management, and stakeholder engagement. Adaptable and reliable, consistently achieving high-impact results in dynamic environments.
Overview
14
14
years of professional experience
Work History
Vice President of Client Solutions
Influential
10.2024 - Current
- Partner with the revenue lead to manage and grow a portfolio of strategic accounts
- Responsible for ensuring that the portfolio team has the appropriate staffing allocation across our capabilities in strategy & analytics, account management, performance media, creator partnerships & campaign management, etc.
- Serve as the client advocate to ensure the portfolio team has the necessary information/briefing, and awareness of KPIs to scope and complete a project, on schedule and on budget, including client program goals, product knowledge, and best practices
- Drive vertical/category leadership opportunities in RFPs and opportunistic ideas
- Ability to see the big picture by thinking conceptually, imaginatively, and systematically addressing potential challenges and optimizing opportunities
- Collaborate with other departments, including Revenue, Execution, and Operations to address client needs and scale the business to meet long term company goals
- Lead process improvements, ensuring efficiency, build value for the organization by proactively identifying and mitigating potential risks to the business
- Maintain and expand working knowledge of research products, industry trends, and competitive set as they relate to the client’s business
- Managed financial planning and budgeting processes, ensuring fiscal responsibility and maximizing return on investments.
Senior Integrated Marketing Manager
Ingenio LLC
07.2023 - 09.2024
- Develop, implement, and monitor category strategies to achieve sales growth and market share objectives
- Lead cross-functional teams in developing new product launches, promotions and campaigns
- Build brand partnerships and identified opportunities to develop a qualified pipeline through relationship building and comprehension of brands' KPIs.
- Develop and lead all go-to-market strategies
- Own social media strategy and execution for Keen and Simple Habit
- Own SEO content development based on keyword and performance data
Senior Manager, Social Media
Amazon
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
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
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
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
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
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
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
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
- Financial planning
- Cross-functional team leadership
- Analytics and reporting
Languages
Spanish
Native or Bilingual
Timeline
Vice President of Client Solutions
Influential
10.2024 - Current
Senior Integrated Marketing Manager
Ingenio LLC
07.2023 - 09.2024
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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