PastWork

WAZE

PRODUCT MARKETING

Driving product adoption

With Waze Local, local business owners can finally put their business on the map! This affordable and easy-to-use platform empowers SMBs to build awareness and increase store visits by showing ads to nearby drivers. To drive adoption at product launch, I scripted and produced an animated explainer video that garnered 42K views from target audiences. I used product insights to develop one pagers, documentation, and training materials that enabled customer success teams and supported a thriving help center. Waze Local grew 10x in 3 years and became the most profitable business unit at Waze.

Video editing and Animations by partner creative agency.

KIKOKO

PRODUCT MARKETING

Scaling sales through
product education

Kikoko is a women’s wellness startup that boasts multiple CPG product lines - and a cover feature in O Magazine! Retailers and consumers struggled to pick their right fit as they evaluated a complex ingredient list, various product lines, and frequent new launches. To address this challenge, I launched a user research campaign and eventually executive produced a library of product education videos. These efforts drove $3 million in annual sales and 15% YoY revenue growth.
Video editing by Monica Arellano, Creative Designer at Kikoko

BACKBONE

PRODUCT MARKETING

Defining a new category

Backbone is a venture-backed B2B SaaS company looking to revolutionize the global supply chain. As the second marketing hire I partnered with executive leadership, sales, and product teams to define a new category that Backbone would come to embody: supply chain visualization. By crafting corresponding product positioning, brand voice, messaging strategy, and user journey, we drove 2.5x YoY revenue growth.Video editing and Animations by Secret Sauce Creative Agency

WAZE

PRODUCT MARKETING

Launching Latin America

After being acquired by Google, Israeli-founded company Waze, was ready to expand ad operations to Latin America. As part of this launch, I transitioned a vendor team in Mexico to a functional in-house team, and established scalable processes that ensured ongoing sales enablement via localized documentation, central resource hubs, office hours, training workshops, and email newsletters. I partnered with 30 sales managers and teams across 8 countries to launch features and drive adoption, growing the LATAM region to 17% of total global revenue.

BACKBONE

CONTENT MARKETING
PRODUCT MARKETING

Building from scratch

As the second hire at Backbone, I created a product and content marketing plan to drive revenue within the cannabis supply chain - a hyper-regulated industry with specific vocabulary, use-cases, and buyer personas. I led product marketing initiatives that supported company growth from stealth mode through a $14M seed fund announcement in TechCrunch. This included product education campaigns, B2B case studies, and sales enablement materials across various channels including blog, social media, landing pages, events, webinar, and email newsletter.Video Shooting & Editing by @robot_productions. Photography by @itsmeccadreams. Design Elements by Secret Sauce Creative Agency

BACKBONE

CONTENT MARKETING

Becoming a Thought Leader

Each holiday season, marketers anticipate shopper behaviors and launch multimedia ad campaigns to reach shoppers at home, at work, and everywhere in between. To establish Waze as a thought-leader and top contender for holiday ad budgets, I pitched and authored The Road to Fitness, which was picked up by the HuffPost Blog and AdWeek. I referenced my technical product expertise, market research, and data analysis to illustrate driver trends through the New Year holiday and offer tips for advertisers to reach would-be shoppers while en route.

CYNTIVEE

CONTENT MARKETING

Pivoting to new industries

One thing to know about me is that I am actively striving to be my ‘dream self. In that spirit, I founded a consulting company focused on education, product marketing, content creation, and events planning. The mission? To spotlight the innovation that has redefined the cannabis industry. As such, I served as Creative Director for a series of video tutorials introducing the basics of cannabis that have garnered 10k+ views. I led the entirety of the creative process including concept, scriptwriting, producing, and starring in video releases.Video Shooting & Editing by Jerome Palencia @item9tv

CYNTIVEE

PRODUCT MARKETING

Building New Communities

“Alone, we can do so little; together, we can do so much”. To follow through on my mission to spotlight innovation in the cannabis industry, I built an organic community of industry leaders and advocates through a portfolio of curated creative projects. These include industry meetups, educational events, community spotlights, product education videos, brand partnerships, and behind-the-scenes content. Within a few years, I was selected to speak on industry panels, awarded a Clio award for creative excellence, and am currently serving on the Board of Directors of the National Hispanic Cannabis Council.

CYNTIVEE

PROGRAM MANAGEMENT

Events that Enlighten

There’s nothing like hands-on education. With that in mind, I collaborated with brand partners to launch the Enlighten & Elevate series: a series of educational events that featured industry panels, tutorial screenings, and cannabis product sampling. These events brought in audiences of 80+ attendees and were managed on tight budgets and deadlines. I led event logistics, communications & content production, and managed brand, video, and photography partners. I also served as panel moderator and keynote speaker. Event 1: Videography by Dillon Morris at Here for Fun Productions
Event 2: Videography by Jerome Palencia @item9tv

COOKIES

PROGRAM MANAGEMENT

Creating an Equitable
Marketplace

The cannabis industry is booming…but it is not equitable. As part of the Cookies Social Impact team, I launched Equity Marketplace events in Oakland and Los Angeles for 60 BIPOC entrepreneurs to introduce their vision and products to an audience of retail buyers. I owned the ideation of this new initiative as well as the event logistics, program management, communications, and marketing efforts throughout. Recap Reel created by Jordan R. at @aceking

COOKIES

CONTENT MARKETING

Honoring Latino Leaders

A cast and crew of 15+ Latinos came together to honor Hispanic Heritage Month and celebrate the intersection of social impact, art, and cannabis. This multimedia campaign  reached over 45K views and was inspired by a team of community leaders, non-profits, and artists. It included an exclusive merchandise line designed by Long Beach muralist, Nuria Ortiz (@Ms.YellowArt) released at three flagship stores across California. I served as the end-to-end Program Manager & Creative Director of this integrated campaign which was awarded a Clio Award for best-in-class creative excellence.]Photography by Alex Hernandez @54ghosts; Video Shooting + Editing by Luis Montoya @dirluismontoya

43,928

Views

10,000+

Likes

10,000+

Clio Award

WAZE

PRODUCT MARKETING

Driving product adoption

With Waze Local, local business owners can finally put their business on the map! This affordable and easy-to-use platform empowers SMBs to build awareness and increase store visits by showing ads to nearby drivers. To drive adoption at product launch, I scripted and produced an animated explainer video that garnered 42K views from target audiences. I used product insights to develop one pagers, documentation, and training materials that enabled customer success teams and supported a thriving help center. Waze Local grew 10x in 3 years and became the most profitable business unit at Waze.

Video editing and Animations by partner creative agency.

KIKOKO

PRODUCT MARKETING

Scaling sales through
product education

Kikoko is a women’s wellness startup that boasts multiple CPG product lines - and a cover feature in O Magazine! Retailers and consumers struggled to pick their right fit as they evaluated a complex ingredient list, various product lines, and frequent new launches. To address this challenge, I launched a user research campaign and eventually executive produced a library of product education videos. These efforts drove $3 million in annual sales and 15% YoY revenue growth.
Video editing by Monica Arellano, Creative Designer at Kikoko

BACKBONE

PRODUCT MARKETING

Defining a new category

Backbone is a venture-backed B2B SaaS company looking to revolutionize the global supply chain. As the second marketing hire I partnered with executive leadership, sales, and product teams to define a new category that Backbone would come to embody: supply chain visualization. By crafting corresponding product positioning, brand voice, messaging strategy, and user journey, we drove 2.5x YoY revenue growth.Video editing and Animations by Secret Sauce Creative Agency

WAZE

PRODUCT MARKETING

Launching Latin America

After being acquired by Google, Israeli-founded company Waze, was ready to expand ad operations to Latin America. As part of this launch, I transitioned a vendor team in Mexico to a functional in-house team, and established scalable processes that ensured ongoing sales enablement via localized documentation, central resource hubs, office hours, training workshops, and email newsletters. I partnered with 30 sales managers and teams across 8 countries to launch features and drive adoption, growing the LATAM region to 17% of total global revenue.

BACKBONE

CONTENT MARKETING
PRODUCT MARKETING

Building from scratch

As the second hire at Backbone, I created a product and content marketing plan to drive revenue within the cannabis supply chain - a hyper-regulated industry with specific vocabulary, use-cases, and buyer personas. I led product marketing initiatives that supported company growth from stealth mode through a $14M seed fund announcement in TechCrunch. This included product education campaigns, B2B case studies, and sales enablement materials across various channels including blog, social media, landing pages, events, webinar, and email newsletter.Video Shooting & Editing by @robot_productions. Photography by @itsmeccadreams. Design Elements by Secret Sauce Creative Agency

CYNTIVEE

PRODUCT MARKETING

Building New Communities

“Alone, we can do so little; together, we can do so much”. To follow through on my mission to spotlight innovation in the cannabis industry, I built an organic community of industry leaders and advocates through a portfolio of curated creative projects. These include industry meetups, educational events, community spotlights, product education videos, brand partnerships, and behind-the-scenes content. Within a few years, I was selected to speak on industry panels, awarded a Clio award for creative excellence, and am currently serving on the Board of Directors of the National Hispanic Cannabis Council.

BACKBONE

CONTENT MARKETING
PRODUCT MARKETING

Building from scratch

As the second hire at Backbone, I created a product and content marketing plan to drive revenue within the cannabis supply chain - a hyper-regulated industry with specific vocabulary, use-cases, and buyer personas. I led product marketing initiatives that supported company growth from stealth mode through a $14M seed fund announcement in TechCrunch. This included product education campaigns, B2B case studies, and sales enablement materials across various channels including blog, social media, landing pages, events, webinar, and email newsletter.Video Shooting & Editing by @robot_productions. Photography by @itsmeccadreams. Design Elements by Secret Sauce Creative Agency

BACKBONE

CONTENT MARKETING

Becoming a Thought Leader

Each holiday season, marketers anticipate shopper behaviors and launch multimedia ad campaigns to reach shoppers at home, at work, and everywhere in between. To establish Waze as a thought-leader and top contender for holiday ad budgets, I pitched and authored The Road to Fitness, which was picked up by the HuffPost Blog and AdWeek. I referenced my technical product expertise, market research, and data analysis to illustrate driver trends through the New Year holiday and offer tips for advertisers to reach would-be shoppers while en route.

CYNTIVEE

CONTENT MARKETING

Pivoting to new industries

One thing to know about me is that I am actively striving to be my ‘dream self. In that spirit, I founded a consulting company focused on education, product marketing, content creation, and events planning. The mission? To spotlight the innovation that has redefined the cannabis industry. As such, I served as Creative Director for a series of video tutorials introducing the basics of cannabis that have garnered 10k+ views. I led the entirety of the creative process including concept, scriptwriting, producing, and starring in video releases.Video Shooting & Editing by Jerome Palencia @item9tv

COOKIES

CONTENT MARKETING

Honoring Latino Leaders

A cast and crew of 15+ Latinos came together to honor Hispanic Heritage Month and celebrate the intersection of social impact, art, and cannabis. This multimedia campaign  reached over 45K views and was inspired by a team of community leaders, non-profits, and artists. It included an exclusive merchandise line designed by Long Beach muralist, Nuria Ortiz (@Ms.YellowArt) released at three flagship stores across California. I served as the end-to-end Program Manager & Creative Director of this integrated campaign which was awarded a Clio Award for best-in-class creative excellence.]Photography by Alex Hernandez @54ghosts; Video Shooting + Editing by Luis Montoya @dirluismontoya

43,928

Views

10,000+

Likes

10,000+

Clio Award

CYNTIVEE

PROGRAM MANAGEMENT

Events that Enlighten

There’s nothing like hands-on education. With that in mind, I collaborated with brand partners to launch the Enlighten & Elevate series: a series of educational events that featured industry panels, tutorial screenings, and cannabis product sampling. These events brought in audiences of 80+ attendees and were managed on tight budgets and deadlines. I led event logistics, communications & content production, and managed brand, video, and photography partners. I also served as panel moderator and keynote speaker. Event 1: Videography by Dillon Morris at Here for Fun Productions
Event 2: Videography by Jerome Palencia @item9tv

COOKIES

PROGRAM MANAGEMENT

Creating an Equitable
Marketplace

The cannabis industry is booming…but it is not equitable. As part of the Cookies Social Impact team, I launched Equity Marketplace events in Oakland and Los Angeles for 60 BIPOC entrepreneurs to introduce their vision and products to an audience of retail buyers. I owned the ideation of this new initiative as well as the event logistics, program management, communications, and marketing efforts throughout. Recap Reel created by Jordan R. at @aceking