Resume

Education

MA, Political Psychology

Arizona State University

January 2025 - 

This program will equip me with research, analysis, and strategic communication skills needed to deepen my understanding of how psychological principles influence political behavior, decision-making, and public opinion. These skills are highly relevant to conduct audience segmentation, data-driven campaigns, and deliver effective messaging about public policy. Through coursework on voter behavior, persuasion, media influence, and political ideology, I will gain the tools to inform campaign strategy and drive public engagement on key issues. 

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MS, Digital Audience Strategy

Arizona State University

January 2020 - August 2022

Throughout the program, I focused on analyzing audience behavior, developing data-driven marketing campaigns, and optimizing content for various channels. I worked on projects that involved identifying target demographics, crafting tailored messaging, and utilizing social media, SEO, and analytics to grow digital audiences. In addition, I created intuitive wireframes and interactive prototypes using Balsamiq to visualize a responsive redesign of the cdc.gov website using ADA compliant and information architecture principles by conducting an initial focus group to test usability and identify improvements needed in the navigation, content, and functionality of the site. This hands-on experience gave me invaluable insights into creating impactful digital strategies that drive engagement and business growth. This experience allowed me to refine my skills in strategic marketing and audience engagement across digital platforms. 

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BA, Mass Communications and Media Studies 

Arizona State University

January 2016 - June 2019

My coursework focused on media theory, digital media production, and the role of communication in shaping public perception. I worked on projects analyzing media trends, creating multimedia content, and studying the ethical implications of media in political and social contexts. This experience honed my ability to craft persuasive narratives across platforms and gave me practical skills in digital storytelling, media strategy, and audience engagement. This program deepened my understanding of the evolving media landscape and its impact on society.

Professional Experience

January 2024 - Present

Performance Marketing Specialist, American Welding Society 

• Boosted FABTECH email campaign click-thru rate by 94% within 4 weeks through dynamic content smart rules, tailored to each audience segment based on career stage.

• Delivered a 62% increase in open rate in 2024 for IEC campaigns by analyzing email performance data, identifying trends, and providing actionable insights to stakeholders.

• Lead and manage email calendar, branded template design, and entire email campaign lifecycle from channel strategy, to email deployment and performance review and reporting.

• Collaborate with cross-functional teams to create targeted email lists using Microsoft Dynamics CRM and HubSpot Marketing Hub to ensure audience segment and personalized messaging align and to implement robust lead capturing and nurturing workflow processes to increase contacts and email subscriptions.

• Analyze and optimize all campaign metrics and KPIs, and prepare reports on media performance, insights, and recommendations for stakeholders.

• Set up Google and Microsoft Ad campaigns, develop comprehensive keyword research, and generate ad copy.

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October 2020 - January 2024

Digital Marketing Strategist, Pop Out Marketing Agency 

• Conduct in-depth market research to identify areas of improvement and provide recommendations that address customer needs and drive business goals.

• Increased qualified leads generated by 200% within one year through optimizing web content, and improving websites' user interfaces to help reduce bounce-rate.

• Increased YouTube subscribers by 30% in 6 weeks by executing a comprehensive strategy that included design of digital assets to attract target audience for content creator.

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September 2022 - November 2023

Marketing Manager, Broward College

• Increased email campaign open rate by 30% within 3 months by revising the list segmentation strategy, filtering unengaged contacts, and reviewing/updating bounced contacts.

• Increased pageviews by 180% within 5 months by leading creative and content direction for landing page design.

• Managed social media accounts (LinkedIn, Instagram, Twitter/X, Facebook) for the Workforce & Continuing Education department, including content creation, scheduling, and community engagement.

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November 2019 - August 2022

Digital Marketing Coordinator, Miami Dade College

• Managed multiple concurrent paid social media campaigns through collaborative efforts with department leaders and external stakeholders to drive department goals.

• Analyzed and disseminated campaign results by using data visualization tools such as Microsoft Excel, Google Looker, and/or Salesforce Marketing Cloud analytics tools.

• Owned the digital marketing campaign lifecycle by managing $400,000 quarterly marketing budget and optimizing ads via Facebook, Instagram, TikTok, LinkedIn, and Google.

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June 2009 - November 2020

Assistant Store Manager/Supervisor, Starbucks Coffee Co.

• Managed team performance, improved customer journey, and drove business growth by forecasting, planning, and adjusting staffing levels based on shifting store needs.

• Increased average ticket sales by 228% in Q1 by developing systems and routines to increase order accuracy and product availability.

Other Experiences

September 2024 - Present

Content Creator, Cubanos Pa'lante

As a content creator for Cubanos Pa'lante, I develop and execute engaging digital content that educates and mobilizes the Cuban American community on progressive political issues. I craft compelling narratives and visuals for social media campaigns, ensuring that each piece resonates with our audience and aligns with the organization's mission. My role involves researching key topics, managing content calendars, and collaborating with the team to create multimedia content that promotes civic engagement and voter education. Additionally, I analyze audience engagement metrics to optimize content performance and drive community involvement. 

Certifications

• Google Analytics (GA4)

• Google Ads Search

• Google Ads Display

• HTML

• SQL

• Fundamentals of Project Management

• Meta Certified Media Buying Professional

• HubSpot SEO

• HubSpot Content Marketing

• HubSpot Email Marketing

• HubSpot Social Media i & ii

• Microsoft Advertising Search

• IRB Human Research

• Moral Foundations of Politics