Austin, Texas Metropolitan Area
I'm a B2B marketing strategist with 15+ years of experience across agency, startup, and consulting environments — working at the intersection of complex regulated industries (Medicare), multicultural audiences and senior stakeholder relationships. At Heinrich Marketing, I work on the Humana account, where I collaborate with content, digital, account and project managers to shape communications and promotions strategy for agent marketing and sales enablement. My role is equal parts strategic and connective: I help build the framework, pressure-test it, and fill the gaps — then carry it all the way through, from writing creative briefs and routing to clients, to managing feedback cycles, brand stewardship, and final QA before anything goes out the door. The connective thread across 9 distinct agent and leader audiences, making sure strategy holds from concept to delivery. Before taking on full communications strategy, I led the multicultural workstream and the awareness and activation campaigns for a major technology platform migration — a high-stakes, months-long campaign that required constant re-planning as timelines and resources shifted. That experience taught me a lot about staying calm, connecting dots, and keeping a team focused and positive when the ground keeps moving. Earlier in my career I designed award-winning retail activations for Colgate across Latin America, managed integrated campaigns for Neutrogena and consulted for startups and small businesses finding their footing in digital. That range shapes how I think about brand, audience, and what actually moves people to act. I'm bilingual in English and Spanish, based in Austin, TX, and always interested in work that sits at the intersection of strategy, storytelling, and real human impact.
My role spans the full lifecycle — from helping build the strategic framework and writing creative briefs, to internal review, brand stewardship, client routing, creative feedback and final QA. The connective thread across 9 distinct audiences (5 sales agent channels, 4 leader channels), making sure strategy holds from concept to delivery. - Manage communications reaching 102,000+ general market agents and 2,500+ Spanish-speaking agents across email, newsletters, digital tools, and sales enablement — with open rates of 51% and 61%, well above the ~43% B2B benchmark — and up to 12 deployments per month during peak season - Produce and steward a broad range of content formats — guides, websites, webinars, one-pagers, article stories, recruitment campaigns, decks, and video, with select assets in Spanish — writing insight-driven creative briefs that translate strategy into compelling creative direction - Navigated a major platform migration and a mid-year strategy pivot — re-planning the communications cadence repeatedly over several months without missing compliance review deadlines or losing momentum - Led 2 structured discovery sessions with 31 multicultural sales agents and leader across 12+ markets, translating insights into a Spanish-speaking agent persona that defined the direction of the multicultural communications workstream
Managed integrated marketing campaigns across 5 Neutrogena product categories, spanning print and digital advertising, retailer toolkits, communications and digital launches. This role is where my love for email campaign cadence and editorial calendar planning was born — learning to orchestrate multiple workstreams, keep stakeholders aligned, and make sure every asset landed on time and on brand. - Led new product introduction (NPI) campaign lifecycles from creative strategy through retailer toolkit delivery and digital launch — contributing to YoY business growth - Aligned brand, strategy, creative, and production teams across complex multi-stakeholder environments to deliver on time and on budget - Managed print and digital ad production across 5 product categories, developing strong instincts for cross-channel content planning and creative quality
Developed specialized digital marketing strategies for small and medium-sized companies in the food, retail, health, legal, and childcare industries. - Established productive working relationships with clients, collaborated on ideas and executed profitable campaigns. - Organically increased followers up to 50% and grew online engagement up to 10% by expanding clients’ social media presence and posting carefully curated brand-specific content. - Increased lead generation 10% and site traffic 30% by redesigning and upgrading clients' digital portfolios and websites to highlight brand equity and improve campaign performance. - Constructed a communication and public relations plan that included a press release, recommendations on key messages, and a curated list of 90+ local and national media outlets and influencers, for one particular client.
- Informed Monash Communication students about the events facilitated by IABC Victoria and facilitated their registration. - Attended industry events, documented the highlights, and produced media releases for the university's media outlets. - Networked with professionals, peers, and the IABC board of directors and collaborated with feedback and ideas for further events.
Provided essential administrative and creative support to an 8-member team across a diverse range of public relations and marketing campaigns, developing project documentation and producing daily reports analyzing campaign metrics. - Cultivated partnerships with 15+ influencers for a campaign for Coles, a leading Australian food retailer, by selecting individuals who were a good match for the brand, preparing media kits, and maintaining clear communication. - Built highly successful partnerships with traditional and digital media outlets and content creators to pitch the clients’ products. - Established a cohesive, collaborative team dynamic, contributing to the planning and execution of 2 large-scale events under tight timelines: Paramount’s movie premiere and Opera Australia advertisements for digital media.