Adriana Coello
Burnaby,Canada
Summary
Passionate marketer driven to create effective marketing strategies and maximize company sales. Consistently delivers timely and effective marketing programs to promote awareness of products and company mission. Strategic and innovative professional well-versed in media marketing and brand promotion.
Overview
12
12
years of professional experience
Work History
Marketing Coordinator-Retail
Cadillac Fairview
2023.09 - 2024.06
- Coordinated the décor installation for important festivities such as Xmas and Lunar New Year
- Scheduled the social media calendar and newsletter for the shopping center accounts, working closely with internal teams and retailers
- Planned and executed internal and external marketing events.
- Worked with different retailer brands to understand their language and promote them in the mall through different channels
- Partnered with the retailers for different activities in the mall, such as private events and marketing opportunities
- Developed relationships and partnerships with important organizations in Vancouver, aiming to drive more people into the mall
- Planned diverse programs such as tourism and pride fest for the shopping Centre, working with cross-functional teams and external partners.
- Developed visually engaging marketing materials to support product launches and promotions.
Inside Sales Representative
Arterra Wines
2022.11 - 2023.09
- Processed over 30 orders daily for different customers
- Coordinated deliveries and gave customer service in case needed
- Designed the signatures with promotions for the different brands, following the brand guidelines.
- Increased sales revenue by building strong client relationships and providing insightful product recommendations.
- Collaborated with outside sales representatives, marketing, and other departments to generate leads and close sales.
- Set up new accounts, established customer credit, and set up payment methods.
Sales Associate
Bath and Body Works (part-time) as a student
2022.05 - 2023.09
- Organized racks and shelves to maintain store visual appeal, engage customers, and promote specific merchandise.
- Handled cash transactions efficiently while adhering to company cash handling policies, ensuring accuracy in all financial exchanges.
Customer Marketing Manager
WD-40 Company
2020.03 - 2022.02
- Developed the creative concepts and communication guidelines for the Brand in Mexico.
- Coordinated the content for Amazon.
- Generated omnichannel strategy for the brand
- Executed strategies for Modern and Traditional Channel
- Planned and oversaw the social media strategy with the agency, including the calendar, campaign messages, and collaboration with influencers.
- Achieved a social media Growth of 20% from 2020 to 2021
- Collaborated closely with sales teams to provide them with marketing support materials, enhancing their success rate in closing deals.
- Developed different printed and digital materials according to the channels
- Increased customer engagement by developing and implementing targeted marketing campaigns.
- Managed Budget 1.3 MD CAD
- Completed over eight yearly projects with different customers, including retailers, hardware stores, and distributors
- Managed several agencies simultaneously to develop printed materials, events and marketing activations.
Trade Marketing Merchandising
Heineken
2017.01 - 2019.01
- Spearheaded all brand materials to be implemented in all channels, such as Modern, Traditional, and On-trade.
- Coordinated various brand programs and special projects like the facades, achieving a 20% of savings.
- Completed more than ten projects successfully per year, delivering more than 95% on time
- Worked with national and international suppliers of Giveaways and materials and coordinated the shipment with the logistics team
- Developed all the visibility materials for the launch of AMSTEL ULTRA
- Led many agencies, like creative ones, to design all the materials related to the brands and the channels’ needs
- Supported the development of annual budgets, consistently achieving cost-saving targets without compromising strategic objectives.
- Generated go-to-market strategies by working with cross-functional teams and managing various projects simultaneously.
- Supervised the proper execution of brand guidelines and trained people to use them correctly.
Trade Marketing Manager Jr.
Henkel Beauty Care
2016.08 - 2017.02
- Managed the supermarkets' display and consumer budget, administrating 429.4K CAD for different activities
- Elaborated and presented the JBPs for each supermarket with the KAM´s help with the intent of helping them increase their sell-in and sell-out and, together, be able to reach the goals
- Monitored and evaluated marketing programs and activities to measure effectiveness and recommend improvements.
- Negotiated the quotations of the POP materials, demonstrator plans, etc., with the suppliers
- Coordinated all the printed material shipping and distribution aligned with the Field Sales Team.
- Developed creative plans for the customers and negotiated the proposals.
- · Analyzed consumer insights from Nielsen data to create compelling selling stories.
Customer Marketing Coordinator
Dawn Foods International
2015.06 - 2016.07
- Managed the budget, administrating 4K CAD
- Created the content of selling stories, brochures, and sales sheets for the sales force and customers
- Developed the launching strategy for new products, including showrooms, giveaways, and presentations to the sales team
- Coordinated all for the Trade shows
- Lead product photo shoots and developed seasonal customer strategies, such as Christmas, Valentine’s Day, etc.
Customer Marketing Coordinator
Mars - Chocolate
2013.09 - 2015.01
- Realized the strategies for Mom-and-Pop stores and New Businesses, managed the budget for both channels, administrating 1.5 MD CAD
- Proposed a loyalty program aligned with the sales team, diminished the rotation and absenteeism of the sales team by 50%
- Supervised different brand programs, such as FIFA World Cup 2014, You become a Gremlin when You Are Hungry by Snickers, and others, including developing POP materials, giveaways, and demonstrator plans.
- Implemented 65K displays in-store, resulting in a 6% growth in sales
- Represented Mexico in developing a more outstanding display, working with different countries
- Realized store checks to understand the consumers better and propose more robust strategies
- Completed more than five projects, working with cross-functional teams.
- · Educated the sales associates on new product launching for seasonal campaigns.
Marketing Trainee- Jack Daniel's
Brown-Forman
2012.11 - 2013.09
- Collaborated with the trade marketing team to generate the best strategy execution and proposals for On and Off-trade
- Participated in the launching of Jack Daniel´s Tennessee Honey in México
- Coordinated the project ¨Jack Daniel´s Master Distiller special edition¨
- Participated in the planning of trade shows and annual sales conventions
- Ensured giveaway delivery related to VAP´s (value-added packaging) development.
- Participated in brainstorming sessions to generate creative ideas for campaigns.
- Enhanced brand visibility by executing targeted marketing campaigns, generating over 50K marketing materials
- Processed invoices and followed up on payments.
Education
MBA -
University Canada West
Canada12.2022
Bachelor of Marketing -
Tecnológico De Monterrey, México
Mexico12.2012
Fashion Administration Certificate -
Lorenzo De´Medici Institute, Firenze Italy
Italy12.2010
Skills
- Negotiation
- Customer Service
- Administrative activities
- Marketing
- Digital Marketing
- Marketing plan development
- Project Management
- Teamwork and Collaboration
- Detail Oriented
- Event Planning and Logistics
- Content Development
- Branding
- Relationship Building
- Multitasking
- Agency management
- Suppliers' or vendors' relationships
- Procurement
- Budget Management
- Sales
- Go-to-market
- Omnichannel
- Microsoft Office
- Multicultural Marketing
- Trade shows and events
- Market Analysis
- Website Management
- Customer insights
Personal Skills
People Oriented
Results-oriented
Adaptable
Empathy
Team Player
Confident
Strong interpersonal and communication skills.
Tools
- Microsoft office
- Canva
- Asana
- Hootsuite
- Contentful
- Bynder
- JDE Oracle
- SAP
- Tableau
- Nielsen
Languages
Spanish
Native or Bilingual
English
Full Professional
Timeline
Marketing Coordinator-Retail
Cadillac Fairview
2023.09 - 2024.06
Inside Sales Representative
Arterra Wines
2022.11 - 2023.09
Sales Associate
Bath and Body Works (part-time) as a student
2022.05 - 2023.09
Customer Marketing Manager
WD-40 Company
2020.03 - 2022.02
Trade Marketing Merchandising
Heineken
2017.01 - 2019.01
Trade Marketing Manager Jr.
Henkel Beauty Care
2016.08 - 2017.02
Customer Marketing Coordinator
Dawn Foods International
2015.06 - 2016.07
Customer Marketing Coordinator
Mars - Chocolate
2013.09 - 2015.01
Marketing Trainee- Jack Daniel's
Brown-Forman
2012.11 - 2013.09
MBA -
University Canada West
Bachelor of Marketing -
Tecnológico De Monterrey, México
Fashion Administration Certificate -
Lorenzo De´Medici Institute, Firenze Italy
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