Marcelo Molina

Marcelo Molina Miami, FL -|- Strategic Marketing Leader Driving Business Growth & Brand Excellence Strategic and innovative marketing professional with over a decade of experience in driving data-driven personalization and content strategies across multiple channels. Experience in leading cross-functional teams to deliver scalable marketing solutions and customer engagement strategies that enhance user experience and drive revenue growth. Proven track record in developing and executing strategies that leverage behavioral triggers and recommendation engines to maximize customer retention and profitability. Fluent in both English and Spanish, brings a global perspective and effective communication skills to drive success in any team or environment. Skill Areas:  Digital Personalization Strategy  Cross-functional Leadership  Content Strategy Development  Customer Segmentation & Engagement Data Analytics & Insights Strategic Planning & Execution  Team Development & Leadership  CRM and CMS Technologies  Product Marketing  Strategic Communications  Project Management  Brand Management  Market Research  Marketing Strategy Development  Digital Marketing  Content Management  Budget Management  Team Leadership  Campaign Management  Market Analysis  Customer Relationship Management (CRM)  Competitive Analysis  Media Planning  Data Analysis  Brand Activation  Advertising  Social Media Marketing  Data Analysis  Creative Development  GTM Campaign PROFESSIONAL EXPERIENCE CONSENSUS INTERNATIONAL, Miami, FL (Jun 2024 – Present) Sr. Marketing Product Manager • Lead strategic go-to-market (GTM) initiatives for enterprise software and digital solutions, driving product positioning, messaging, and integrated marketing execution to support sales enablement and adoption. • Collaborate with product, engineering, and business teams to shape product roadmaps based on market analysis, customer insights, and internal data to ensure alignment with strategic priorities. • Conduct quantitative and qualitative research to assess the competitive landscape and inform the development of marketing campaigns that resonate with enterprise B2B audiences. • Define and manage cross-functional marketing plans for product launches and feature rollouts—ensuring consistency across email, social, digital media, and sales assets. • Develop insights and narratives to influence internal stakeholders and optimize the monetization strategy of key offerings. VELOSIO, Dublin, OH (Mar 2022 – May 2024) Sr. Marketing Product Manager • Collaborated with sales, marketing, and solution development teams to define success metrics, revenue goals, timelines, and budgets to retain existing customers and acquire new ones. • Owned the development and execution of full-funnel GTM strategies for digital transformation solutions, including advertising and lead-gen campaigns targeted to mid-market businesses. • Partnered with product marketing and business development to align positioning and messaging with evolving market needs, competitive trends, and customer pain points. • Led content development for new product and feature launches, from research and messaging to creative asset production, helping improve brand visibility and drive pipeline growth. • Utilized CRM and marketing analytics tools to measure campaign performance and inform strategic planning; optimized based on conversion and engagement metrics.\ • Delivered strategic presentations to executive leadership, connecting campaign outcomes to business KPIs and refining marketing direction accordingly. InComm, Atlanta, GA (May 2021 - Feb 2022) Marketing Product Manager • Organized, led and facilitated cross-functional project teams to plan and deliver an integrated omnichannel marketing program, including aspects of research, brand and messaging strategy, sales collateral, paid media asset development, video creation, website landing page design and development, email campaigns and tradeshows. • Led GTM campaigns for digital payment and fintech solutions, coordinating launch plans, product messaging, and cross-channel advertising strategies. • Worked closely with engineering and design teams to refine product offerings based on customer feedback, market trends, and performance data. • Translated complex value propositions into customer-centric marketing narratives across digital, paid media, and in-store promotions. • Applied segmentation and personalization strategies to drive adoption and increase revenue contribution from branded product lines. • Evaluated campaign ROI using attribution models and A/B testing to inform future GTM playbooks and product roadmap decisions. Ryder Systems, Miami, FL (Aug 2020 - Apr 2021) Marketing Manager • Oversaw the strategic rollout of personalized marketing campaigns across various channels, significantly reducing churn and improving customer acquisition costs while revamping content strategy. • Directed GTM efforts for B2B logistics and digital fleet management products, aligning messaging with brand goals and industry regulations. • Supported development of strategic marketing frameworks and full-funnel campaign activations across digital advertising, content, and events. • Partnered with sales and product teams to understand customer needs and articulate differentiated positioning that addressed enterprise pain points. • Leveraged behavioral and demographic data to shape targeting strategies and improve advertising performance across paid digital channels. • Championed customer advocacy initiatives by synthesizing client feedback and case study development into broader storytelling efforts. OMNI DIRECT, Miami, FL (Dec 2019 - Jun 2020) Senior Account Executive • Led a team to develop and execute high-impact media strategies that leveraged data-driven insights to optimize marketing spend and improve overall campaign performance across traditional and digital media • Collaborated with internal media and marketing departments to manage, analyze, and present media and sales data, ensuring regular ROI reporting, assessing call center and media buying effectiveness, and overseeing the development and execution of creative collateral, branding, and media strategies. • Supervised a team in the development and implementation of national, regional, and local traditional media campaigns. • Developed, presented, implemented, and optimized media plans, strategies, and tactics to client senior and field management, regional outlets, and other stakeholders. • Managed projects budget, adjusting creative, distribution, flighting, and spend as needed to achieve maximum results with minimum investment. Baptist Health South Florida, Miami, FL (May 2018 - Dec 2019) Senior Marketing & Communications Specialist • Built and maintained partnerships with brand teams and agency partners, serving as the day-to-day liaison for effective collaboration. • Directed all marketing and communications efforts, including comprehensive marketing campaigns, media relations/brand journalism, internal communications, collateral production (internal and external), case studies, webinars, and brand activation for events and implementation. • Took charge of creating, developing, and implementing proactive and integrated advertising plans to support the organization's industrial marketing and commercial operations goals. • Provided strategy and implementation support for guerrilla marketing efforts, extending brand recognition across South Florida. • Initiated and oversaw the launch of a podcast called Health Talk, which garnered over 100K streams in the first three months. Jackson Health System, Miami, FL (Oct 2014 - May 2018) Marketing Specialist • Managed the day-to-day content and creative development process for advertisements across various platforms, including print, radio, TV, video, outdoor, and online, as well as direct mail, newsletters, and collateral material for designated Jackson Health System programs and service lines. • Developed and implemented advertising and marketing media plans aimed at achieving the organization's short- and long-term goals. • Effectively managed relationships with advertising and PR agencies, vendors, and the marketing operating budget to ensure efficient utilization of resources. • Developed and activated local media promotions/events to leverage the brand and maximize activity in the respective market. • Launched a new program across digital media platforms, resulting in a 30% increase in customers and a 25% boost in sales. PROFESSIONAL DEVELOPMENT & CREDENTIALS MBA, Business Administration | Florida International University, Miami, FL Bachelor of Arts, Marketing | Florida International University, Miami, FL Trainings: • Lean Six Sigma Yellow Belt • Master’s in social media, Google, and Facebook Marketing