Artist Brand & Insights Strategist
Universal Music Group
July 2018 - Present
Currently, I oversee music strategy and insights for the Latin America, Iberia, and the US Latin market. I work cross-collaboratively between my own regional team (Digital and Marketing), the global insights team, as well as local data science and business development teams. During my tenure, I’ve led the timely delivery of weekly streaming and charting performance reports for priority tracks/albums. These reports, along with other ad-hoc analyses, have not only been used to unveil untapped local streaming areas of growth, but also provide insight on track release sequencing, collaboration opportunities, and inform the public relations team on relevant data for PR pieces.
Web3/NFT Researcher & Strategy Consultant
Freelance
December 2021 - Present
On the Web3 front, I contributed to in-depth business intelligence reports at Water and Music, focusing on the intersection of Web3, Tech, and Music (see published reports here for Season 1, Season 1.5 and Season 3) and have helped onboard a few independent musicians into Web3.
Separately, I also formulated pitches for reporting services and developed a sales outreach strategy, ultimately establishing partnerships with leading Web3 NFT brands, including Memeland, Ether, PxN, Antonym, Tasty Bones, Starcatchers, among other projects. In my reporting, I diagnosed and optimized influencer marketing campaigns, enhancing brand reach without compromising community-building efforts, and educated team members on KPI tracking.
DIGITAL MARKETING & CRM CONTRACTOR
Inside ETFs
July 2016 - February 2019
In my Digital Marketing & CRM Contractor role, I developed a comprehensive marketing communications strategy and corresponding toolkits for our digital marketing initiatives. I launched and have been managing our social media presence. In doing so, I have led our digital community-building efforts and facilitated customer service inquiries with a unified brand voice, all the while analyzing communication effectiveness and making sure we’re meeting compliance requirements. My efforts have led to a solid increase in our Twitter following, from 150 followers in July 2016 to over 2,500 in March 2018. Furthermore, I have been working cross-functionally with our design, affiliates, and growth teams to produce and publish digital marketing assets for various social media and email marketing campaigns.
Co-Owner, Insights & Marketing Manager
Cocinateria Imports, LLC.
May 2015 - September 2017
In my role with this start-up entrepreneurial project, I conducted extensive market research and determined our operational design for the formulation of our business plan. I also spearheaded continuous qualitative and quantitative primary market research to further develop our product and understand our target market, in addition to regularly conducting A/B multi-variant testing to optimize online presence based on research insights. Furthermore, I coordinated and administered the selection of a Peruvian-based export manager, customs broker, and freight forwarders. Taking the helm of the business development, I grew our client base to 19 grocery stores in the SF Bay Area by developing interest of our imported product line.
