Gina Herrera Moreno

About

I am a data-driven, tech-forward operations specialist focused on optimizing and delivering measurable results. I am passionate about optimizing operational workflows and creating scalable, efficient systems that drive business success. My experience includes analyzing and enhancing workflows to reduce bottlenecks, designing and implementing scalable solutions for ticket management, and developing reporting and alerting systems that provide actionable insights and proactive issue resolution. I excel at identifying gaps in processes and collaborating cross-functionally with teams such as sales, marketing, HR, and beyond. I believe every process deserves care and thoughtfulness to support even the smallest of teams to deliver at scale.

Experience

• Senior Marketing Operations Manager · Global Citizen Year03-01-2021 – 04-01-2023

  In this role, I led strategic marketing operations initiatives that significantly improved performance, visibility, and cross-team collaboration. I optimized marketing automation workflows—enhancing lead nurturing, lifecycle management, and database hygiene—while refining lead tracking, attribution, and segmentation. I designed scalable processes to support smooth, effective launches, focusing on stakeholder engagement and accountability across departments. Leveraging strong analytical skills, I revamped marketing and sales reporting by standardizing workflows, improving data governance, and automating processes—reducing manual work and increasing data-driven decision-making. I built real-time Salesforce dashboards with meaningful KPIs, eliminating reporting delays and increasing executive visibility into performance metrics. I implemented a comprehensive UTM tracking strategy and created a custom tool that improved campaign performance measurement by 90%. My work on high-impact marketing campaigns—such as landing pages, email campaigns, and digital kits—led to a 60% increase in referral program leads. As the marketing operations lead for go-to-market (GTM) strategy and ad execution, I partnered cross-functionally with creative, IT, admissions/sales, and executive teams to deliver results. I also led complex, cross-functional projects, including marketing infrastructure for new product launches, overseeing scope, budget, timelines, and performance analysis. To reduce silos and enhance system integration, I established a cross-functional operations working group that met regularly during critical periods, resulting in aligned processes and smoother GTM execution. Through funnel optimization and vendor management, I increased paid media leads by 200%—without increasing budget.

• Marketing Manager · Philanthropy U03-01-2019 – 03-01-2021

  I focused on strengthening marketing operations by improving automation, streamlining processes, and enhancing campaign and website performance—all grounded in a commitment to efficiency, compliance, and measurable results. I began by conducting a thorough analysis of our existing marketing operations systems to identify gaps and opportunities. Based on this assessment, I implemented targeted enhancements to our marketing automation tools and workflows. These changes reduced manual intervention across key processes such as lead scoring, database maintenance, and attribution, ultimately increasing operational efficiency and allowing the team to scale campaigns more effectively. One of my key contributions was improving the performance of our email marketing efforts. By applying a combination of smart audience segmentation, personalized messaging, better list hygiene, and systematic A/B testing, I boosted campaign click-through rates by 3%—a meaningful improvement in a mature channel. These gains not only improved overall engagement but also helped drive qualified leads into the funnel more consistently. I also took a lead role in optimizing the user experience (UX) and content strategy for our website. Through careful analysis of site behavior and conversion patterns, I recommended and implemented changes to key landing pages, resulting in higher engagement and improved conversion rates among prospective learners. This work was especially impactful in aligning digital strategy with user intent and increasing marketing's contribution to pipeline growth. Data governance was another area where I added value. I collaborated with internal teams to improve data hygiene and accuracy within our marketing systems, ensuring better compliance with data privacy standards across global regions. These improvements supported both marketing efficiency and risk mitigation, particularly in international campaigns requiring greater sensitivity to compliance.

Education

• The London School of Economics and Political Science (LSE)Msc, Development Studies
• Smith CollegeBachelor of Arts, International Relations & Portuguese and Brazilian Studies
• UWC Mahindra CollegeInternational Baccalaureate, International Baccalaureate

Similar talent on Pangea

Monica S.Strategic Leader in Operational Excellence & Project Success | Operations & Marketing Strategy Expert | Advanced Mailchimp Specialist | Dedicated Volunteer AdvocateMarikina, Metro ManilaChristine D.Innovative Operations Leader with Expertise in Business Operations and Communication StrategiesMorgantown, PA 19543Danielle L.Operations Leader | CX Expert | E-Commerce Panelist | Lean Six Sigma Green Belt | Bucket List EnthusiastLos Angeles, CAStephany S.Strategy, Operations & People Leadership | Transforming Vision into Mission | Driving Growth Through Strategic Planning, Operational Excellence, & Empowered TeamsTampa, FL