Maria Jose Lamadrid

About

Former brand manager for billion-dollar brands that consistently delivered growth through disciplined analysis that informed short and long-term strategies that delivered measurable results to the bottom line. I am an in-the-weeds type of marketer that fully understands the execution AND strategy behind successful marketing. My passion project is helping make higher education more accessible for low-income, high potential students.

Experience

• Senior Brand Manager, Wayfair Global Brand · Wayfair07-01-2021 – 08-01-2022

  Set the strategic direction and Go To Market for some of the brand’s key global initiatives including: Wayfair’s 20th Anniversary, Home Stories Editorial Franchise, and seasonal campaigns. Redesigned and wrote the global brand health update read by over 300 employees in collaboration with insights and cross functional teams. Led the Strategic Planning and Communications committee for the Latinx ERG.

• Gatorade Sr Brand Manager · Gepp01-01-2020 – 07-01-2021

  Held a strategic role directing the long-term brand strategy for the largest market outside the US. Worked with internal teams and creative agency to develop branding campaign that has been exported across LATAM. Key initiatives: ➜ Introduced Gatorade Zero Sugar to Walmart Mexico successfully securing 2 additional shots and listings in all major Supermarket chains, OXXO and launching in traditional trade. ➜ Pivoted brand strategy driving promotions through e-commerce, creating 2 brand new campaigns with consumer-led content and a functional campaign that tested high in purchase intent and was exported to other countries in LATAM.

• Brand and Business Development Manager for Lipton, LIFEWTR, Starbucks · Gepp07-01-2018 – 01-01-2020

  This position focused on leading the annual strategy for a major country in LATAM and building remote relationships with the regional teams for each of the brands. Key initiatives: ➜ Planned and successfully executed the first launch outside of the US for LIFEWTR. Gained 10% share of market and impacted 16.1M people on social media and +100K through partnerships with top art institutions. ➜ Overcame Lipton negative trend in traditional trade by +26 pp and +12.4% volume growth. Grew Lipton Awareness +11pp and Trial +6pp by Q4 2019 vs. YA. ➜ Led an increased distribution in SPMKTS for Lipton peach flavor, achieving +14% volume growth through targeted execution.

• Freelance Consultant · Kapeis09-01-2023

  Provide brand strategy and marketing execution services including social media, e-commerce, customer journey, digital ecosystem analytics, among others. Helped local businesses define their brand, strategize key messages and channels to connect with customers and optimize their customer experience for increased engagement.

Education

• University of PennsylvaniaBachelor’s Degree, Philosophy, Politics and Economics
• Massachusetts Institute of TechnologyCertificate, Digital Marketing Analytics

Similar talent on Pangea

RRyan B.Senior Digital Marketing StrategistEmiliano L.Data-driven Growth and Brand Strategist Turning Cultural Insight into Measurable ImpactBarcelona, SpainAlena D.Marketing Leader Driving Growth through Digital Channels | Data-driven, Creative, and AnalyticalBarcelona, SpainLaura M.Marketing, Advertising and Brand Executive | Deliver Business Growth & Develop High Performing TeamsSt Paul, MN