Kael Soriano

Responsible for marketing strategy and success of the Author & Affiliate segment for Educative's interactive eLearning platform

• Managed 1,500 affiliates to contribute 15% YoY to annual revenue
• Provided affiliates with complete media kits to be in alignment with our marketing and sales campaigns and quarterly targets
• Utilized market trends and target audience statistics to effectively and appropriately market products to influencers and affiliates
• Established, initiated, and optimized business development strategies based on company targets, product specifications, market data, and budget factors
• Manage global CRM to recruit and communicate with potential and current authors, affiliates, contributors, and customers globally
• Implemented marketing insights, sales enablement tools, and ad tools to encourage community growth, retention, and alignment with customers' needs

Brand, marketing, and creative for brands looking to lend a hand for a better land; connecting businesses, products and/or services to causes that help turn consumers into something more: contributors.

• Wrote evocative and successful marketing, advertising, and website copy for small businesses, non-profits, and start-ups
• Managed campaigns for various clients that consistently exceeded sales goals and improved brand awareness
• Established and managed relationships with external data providers and research vendors to improve campaigns for clientele across industries
• Assembled reports and presentations to share insights and recommendations with stakeholders.
• Most notable clients include Cotopaxi, Dented Brick Distillery, Even Stevens Sandwiches, Impact Hub, and Utah Film Center.

• Managed brand, marketing, and communications including physical, digital, and experiential expressions of the SCU brand and mission
• Collaborated with external creative partners and interdepartmental teams to guide the discovery process and content development for financial products and services through the lens of diversity, equity, and inclusion
• Emphasized commitment to eradicating financial inequity and disparity in alignment with the credit union movement
• Developed strategies to incorporate PR and media to further enhance brand awareness throughout the Greater Puget Sound
• Produced media kits to showcase marketing research, analytics, and demographics for fiduciary grants and civic presentations
• Increased CU Membership of Spanish-speaking members from 3% to 10% of total auto lending portfolio, 2% to 7% in Small Business Lending, 3% to 5% in first-time home buyers

• Organize and drive marketing and B2B/B2C sales efforts for our brands throughout a multi-state territory via integrated marketing, events, community engagement, local and out-of-state distribution teams, and actionable insight into customer satisfaction, loyalty, and trends in the beverage industry
• Expanded from Utah to a 23 state distribution territory from 2016-2019
• Grew monthly regular case and pallet sales from $50k to $325k avg. in UT
• Drove brand awareness from local start-up to brand favorite in Utah (Top 50 UDABC, 2019) by establishing relationships with bars, restaurants, venues and influencers to become well-spirit of choice and secure menu placement
• Achieved placement in Walmart & Total Wine Stores

Interim Director for a 501(c)(3) non-profit dedicated to creating a sustainable ecosystem that provides entrepreneurs and startups with the critical elements needed to build successful businesses.

• Curated a diverse and consistent program of educational and networking events and opportunities to help seasoned and aspiring entrepreneurs learn, connect, discover, and collaborate
• Secured max occupancy of office-space leases to fund regular programming
• Generated partnerships and sponsorships to support events and networking opportunities
• Coordinated the national 1776 Challenge Cup in partnership w/ Revolution

• Brought awareness to the Even Stevens' retail shops through street team activations, partnerships, community events, and volunteering
• Championed the " Buy 1, Give 1" model to maximize opportunities to give back to our local community and non-profit partners throughout the Salt Lake Valley: selling 1 Million sandwiches in SLC stores, resulting in the donation of $2M to critical social and healthcare resource providers
• Supported brand awareness and growth of retail stores in AZ, TX, CO, WA, and ID

• Designed and implemented PGX's first Voice of the Customer program, a collaborative and systematic approach for incorporating the needs of customers into their experience along the consumer journey using SurveyGizmo (Alchemer)
• Accountable for the delivery of actionable customer insights to improve retention, reactivation, growth, and acquisition across brands and marketing channels, driving customer targeting, and segmentation
• Maintained a robust data environment while continuously evaluating and improving data sources, structures, storage, and tools to best interpret and apply consumer feedback
• Improved customer retention from 3% to 15% through application of feedback to customer-facing and product development teams