Barbara Martinez (Hughes)

About

With a robust educational background in digital communication and marketing, including master's degrees from Universidad Camilo José Cela and MSMK, and a bachelor's from UCAB, I have cultivated a diverse career in media strategy and digital marketing. Currently, as an Integrated Performance Strategist at Lamark, I lead client presentations, develop media plans, and analyze campaign performance using tools like Google Analytics and Tableau. Previously, I served as a Paid Media Specialist at Flex Seal Family of Products, where I managed digital advertising campaigns across various platforms. My experience also includes roles as a Junior Account Executive at MRM//McCann and an Ecommerce Strategist at The Hip Tee, where I honed skills in content creation, CRM management, and market analysis. Additionally, I have a creative edge, having worked as a fashion photographer for Venezuelan designer Jufer Vasquez, contributing to brand identity through visual storytelling.

Experience

• Integrated Performance Strategist · Lamark12-01-2021

  Leading client presentations and building integrated media plan proposals based on clients goals and objectives. Presenting recommendations, findings, and performance insights to client stakeholders from Google Analytics, Tableau, Semrush and advertising platforms. Developing KPI projections considering historical performance and clients objectives. Executing media campaigns as needed in select paid media channels including Facebook, Pinterest, Tik tok, Twitter, Google Ads, Microsoft Advertising and OTT/CTV (Tradedesk). Develop strategies and media mix plans for advertising efforts and organic tactics. Analyze campaign results and provide optimization and recommendations. Evaluating integrated user journey considering media mix, user experience, direct communication methods and creative approach.

• Paid Media Specialist · Flex Seal Family of Products11-01-2020 – 12-01-2021

  Planning and execution of digital advertising campaigns across multiple social media and streaming platforms (Hulu, Effect TV, Facebook, Instagram, Twitter, Tik Tok, Pinterest). Evaluation of social media advertising performance through KPIs analysis. Implementation of PPC strategies and video advertising on Google Adwords, Microsoft Advertising, Taboola and Verizon. Monitoring, evaluation, and analysis of paid ads campaigns through Google Analytics. Planning and execution of advertising initiatives, coordinating efforts with the e-commerce and creative department remotely. Execution of SMS marketing campaigns to increase customer database and engage in direct communication with clients.

• Junior Account Executive and Content Creator · MRM//McCann02-01-2018 – 08-01-2019

  Participation in meetings with clients to discuss content marketing strategy and results from most recent initiatives. Writing and publication of content according to the communication strategy of the corporate website. Update website sections using Wordpress based on national daily news and content calendar. Planning, organization and live broadcast of press conferences and presentation of the company's results nationwide. Brainstorming sessions with the design team and contribution to the development of visual content (Infographics, images, videos).

• Ecommerce and Digital Marketing Strategist · The Hip Tee03-01-2018 – 12-01-2018

  Implementation and supervision of email marketing campaigns and their subsequent investigation with result analysis. Management of CRM software and the investigation of data to develop activities to: identify potential clients and their consumption habits, promote sales, leads. Coordination of content development and social media strategy. Monitoring and presentation of digital marketing statistics results, after the implementation of email marketing and social media campaigns. Budget review and bookkeeping. Market analysis (SWOT) and evaluation of direct competition. Continuous monitoring of social media statistics and performance through platforms like Google Analytics, FacebookAds.

• Fashion Photographer · Yufer Vasquez Fashion Designer01-01-2017 – 01-01-2017

  Fashion editorial for Venezuelan designer Jufer Vasquez. The creative concept PRADLEON alludes to the contrast between day-to-day situations and fashion, style, elegance. All the photos were taken in Caracas, Venezuela. This photo shoot contributed to the materialization of a more solid identity of the brand in social media platforms (Instagram specifically). Model: Orianna Marcantoni Styling: Maibelyn Planchez Photography: Bárbara Martinez Creative concept: Bárbara Martinez Production and lighting: Bárbara Martinez

Education

• Universidad Camilo José CelaMaster's degree, Digital Communication and Media/Multimedia
• MSMKMaster's degree, Marketing/Marketing Management, General
• UCAB - Universidad Católica Andrés BelloBachelor of Science in Communication Advertising, Estudios sobre comunicación y medios

Similar talent on Pangea

Angelica P.Marketing | Social Media specialist |Paid media| E CommerceSegovia, SpainRomina N.Growth Marketing Manager | Paid Media, ABM & Multi-Channel Strategy | LATAM & Multicultural ExpertiseMiami, FLKKristin G.Digital Marketing Strategist | Media Buying ExpertValeria R.Marketing and Communications Professional | Strategic MarketerLos Angeles, CA