Joy Martinez

About

I have 15+ years of experience in digital marketing and advertising, working across a wide range of companies—from big New York agencies to a global hospitality brand, a mobile app startup in Silicon Alley, and a telecom in Southeast Asia with over 500 million subscribers. That mix of startup and enterprise experience has given me a well-rounded perspective on how to scale brands at any stage. I’ve managed media budgets over $50MM, but I also know how to get scrappy and drive growth with minimal spend. I take an omni-channel approach across paid social, search, influencer, mobile, and performance creative, and I’m always looking for ways to improve landing pages, conversion rates, and site performance. I’m just as comfortable setting high-level strategy as I am diving into the details to make sure everything’s executed flawlessly. Specialties: Digital marketing, digital media planning, social media strategy, mobile, digital creative development, account and project management, media and contract negotiation, cross functional team leadership, CRM

Experience

• Senior Director of Media · Nom Nom2022-08-01 –

  Nom Nom, part of Mars Petcare, is helping to make a BETTER WORLD FOR PETS by giving dogs a reason to enthusiastically run to their bowls, with top-quality recipes that nourish their bodies, stimulate their senses, and add delight to their day. #proudlymars

• Director, Growth and Performance Marketing for Cove and Picnic · Thirty Madison2021-04-01 – 2022-08-01

  Thirty Madison is a healthcare company bringing specialized care and treatment to everyone. Thirty Madison brands include Keeps (men's hair loss), Cove (migraine), Evens (gastrointestinal), and Picnic (allergies).

• Head of Customer Acquisition · obé Fitness2019-07-01 – 2021-03-01

  obé is a premium fitness lifestyle network offering immersive, topical and effective live & on-demand fitness classes through a mobile app and website. With more than 14 live classes per day and a library of 4000+ workouts taught by the most sought-after instructors in New York City, obé’s signature 28-minute complete-body classes make fitness accessible, affordable, efficient, varied and fun.

• Head of Customer Acquisition · Lorem Technologies2018-05-01 – 2019-07-01
• Director of Global Media · Shutterstock2016-08-01 – 2018-05-01
• Senior Marketing Manager · PhotoShelter2015-05-01 – 2016-08-01

  PhotoShelter is a SaaS company that creates tools for professional photographers. We help people and organizations who are passionate about their photos do more with them. PhotoShelter helps individual photographers to showcase, archive and sell their work. From creating beautiful websites and securely backing up their best images to building an audience and selling photos online, PhotoShelter is trusted by over 80,000 enthusiasts, freelancers, and established pros worldwide.

• World Traveler · Travel Career Break2015-01-01 – 2015-04-01

  Traveled throughout Southeast Asia, visiting Cambodia, Thailand, Vietnam, Philippines, and Hong Kong.

• Senior Marketing Manager · SingTel, WePlay2013-09-01 – 2014-11-01

  Launched a new brand, WePlay, a mobile games platform for the Android app market, in Singapore and Indonesia. Developed WePlay's marketing strategy and led the execution plan to acquire new mobile gamers in the online, mobile, retail, preloads, and on-ground events spaces. Developed the marketing strategy to grow brand awareness of the WePlay app and drive sign ups from large game developers such as EA, Disney, Supercell, and Halfbrick Studios.

• Marketing Director · MeetMoi, LLC (acquired by Match.com)2011-06-01 – 2013-07-01

  MeetMoi was a leading mobile dating service, available as an iPhone or Android app, and through the mobile web. Managed the entire customer sales funnel from acquisition to purchase. Oversaw the creation and management of all aspects of the overall marketing plan, from branding, advertising, and messaging. Responsible for meeting monthly revenue goals through subscription and transactional pricing models and for driving cost efficient user acquisition through digital channels. Managed media advertising vendors in SEM, SEO, affiliates, Facebook, Twitter, online and mobile display, partnering with blogs, and online and offline partnerships. Managed the CRM strategy and worked with the product team and developers to launch and optimize emails, SMS, push notifications, on-site pop ups and promotions, registration pages, paywalls, new product prices, new business models, and new billing providers. Led A/B testing and optimization of all external advertising creative and internal marketing landing pages within iPhone and Android apps, mobile web, and desktop.

• Associate Director, Online Marketing and Distribution Strategy · Starwood Hotels & Resorts Worldwide, Inc.2009-11-01 – 2011-06-01

  Supported the Global Specialty Select brand team (Aloft Hotels, Element Hotels, and Four Points by Sheraton) to maximize marketing initiatives across key distribution channels - internal websites, call centers, SPG - Starwood’s loyalty program, mobile, and social media. Led the global online marketing strategy for the Specialty Select team. Worked with the Global Web group to update and redesign the websites for Aloft, Element and Four Points to drive growth in the channel.

Education

• NYU Stern School of BusinessB.S., Marketing

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