Driving Brand Value Creation and Consumer-Based Growth

Introduction

ABOUT ME

Global Marketing Expertise: Proven success in driving consumer-driven marketing goals across diverse global markets, including the US, Latin America, and Asia.

Strategic Leadership: Skilled in aligning marketing efforts, setting clear objectives, and developing strategic plans for sustainable growth.

Customer-Centric Approach: Expertise in leveraging consumer insights and retention strategies to drive impactful marketing initiatives.

Results-Driven Mindset: Demonstrated ability to deliver leads and increase sales through a results-oriented approach.

Innovative Thinking: Creative and innovative thinker with a passion for leveraging new trends and technologies to facilitate growth and success.

Collaboration Catalyst: Enhance cross-functional collaboration and synergy through effective communication, fostering understanding, cooperation, and goal achievement.

CORE SKILlS

Strategic Planning

Project Management

Consumer Retention

Brand Management

Digital Marketing

Consumer Insights

Analytics and Reporting

Budget Management

PORTFOLIO

Dive into my marketing portfolio and witness the expertise behind 'Driving Brand Value Creation and Consumer-Based Growth. Explore how I can help elevate your brand and ignite consumer-driven success!

Website Revitalization

Situation: Amidst a rising digital trend in Latin America, Goodyear faced an outdated online landscape with obsolete websites plagued by technological and content-related issues. The manual, people-dependent process resulted in delays and outdated pages. This prompted a strategic initiative to develop 22 tailored sites across 11 regions, aiming to redesign the websites for seamless updates, reduced manual dependence, and alignment with evolving consumer interactions in Latin America.

Solution: I devised a comprehensive website strategy that incorporated a user-friendly CMS tool for easy management by country teams. The content management strategy focused on centralizing and standardizing common content, with the regional Latin American team responsible for creating centralized information, while local teams handled country-specific information such as legal requirements and promotions. Integration with existing databases enriched the websites with vital information, including product details and dealer information. The strategy also included the integration of the latest technological updates, ensuring adaptability to the evolving digital landscape and changing user behaviors.

Result: Through a website redesign strategy emphasizing automation, content management, and technological updates, I led process improvements, enhancing efficiency and standardization across the region. This eliminated redundant content creation, maintaining consistent branding. The user-friendly CMS I implemented enabled swift promotion sharing, resulting in an extra 1 million annual visitors, significantly elevating our online presence.

Low Tire Tread Depth Campaign

Situation: One of the communication campaigns in the Goodyear North America Retails customer journey program fell short, failing to achieve the anticipated sales increase compared to consumers not exposed to the campaign. Key metrics—incremental visits, tire sales, gross margin, and ROI—showed a concerning decline, particularly among customers with low tread depth on tires. This initiative was designed to effectively engage customers, encouraging timely tire replacements and ultimately driving incremental sales.

Solution: Led a strategic marketing intervention with A/B tests to identify factors impacting customer response. Refined messaging for consumers with low tire tread depth and optimized channels—emphasizing cost-effective digital for most and reserving direct mail for those without email addresses. Maximized efficiency and targeted audiences effectively.

Result: 85% increase in incremental tire sales and 60% improvement in Return on Investment (ROI).

Social Media Regional Strategy

Situation: A comprehensive assessment of the social media landscape in Goodyear Latin America revealed varying levels of engagement among countries, with certain regions lacking a social media presence entirely. The objective was to establish a unified social media strategy, with the aim of cultivating a growing and engaged audience through relevant and timely messaging across channels in Latin American markets.

Solution: Spearheaded the development of a comprehensive social media strategy, encompassing the definition of a unified target audience, prioritization of relevant channels, delineating tailored communication pillars, establishment of individual growth and engagement objectives per country, implementation of content oversight through a robust tracking and approval method, and initiation of systematic monthly reviews with individual countries. These reviews were designed to monitor progress, extract insights, and refine strategies for maximum impact across Latin American markets.

Result: Attained an average growth of 79% across various social media channels, securing the position of the leading brand in several markets. Instagram Latin America emerged as the largest community for Goodyear globally. Maintained a consistently high engagement level, averaging above 3.5% throughout the year, reflecting sustained and robust audience interaction.

Lead Generation Conversion Rate Optimization

Situation: After two years of implementing Google Advertising Platforms for Goodyear in the Latin American markets, conversion rates began to exhibit suboptimal performance. A comprehensive data analysis uncovered a gap in harnessing the full potential of multiple Google platforms to convert clicks into meaningful actions. The challenge was to transform these platforms into powerful drivers of conversions for the brand.

Solution: Led a comprehensive optimization initiative across Google platforms, redefining platform objectives and usage to maximize the efficiency of our investment. Each platform was strategically assigned a role in the funnel-building process. Furthermore, I implemented targeted keyword optimization and rationalized paid search campaigns, ensuring that our ads reached the most relevant audience by focusing searches on effective campaigns and keywords aligned with our business objectives.

Result: 65% conversion growth across Google platforms. 80% increase in websites traffic. Achieved greater efficiency in ad spend, leading to a reduction in the cost per conversion. Established a foundation for ongoing optimization by implementing robust tracking and analytics, enabling continuous refinement based on real-time performance data.

Ivonne Galindo, Coca Cola

"Tamara is a role model; she is an excellent leader, always open to hear all team members and help them to achieve their goals and their best version. She has a genuine interest to build teams and support the people"

Rui Moreira, Martin Brower

"What sets Tamara apart is not only her technical prowess in the areas described above but also her ability to build strong relationships and foster collaboration across teams. She has a natural ability to connect with people, listen to their needs, and work towards finding solutions that meet their unique requirements"

Vanessa Garcia, Plan Zero

"Her knowledge and experience are outstanding, allowing her to quickly adapt to changes in the industry and stay up-to-date with current trends. Additionally, she also possesses excellent interpersonal and leadership skills. She is a great motivator and knows how to bring out the best in any team"