A Branding & Marketing expert, with more than 15 years of experience working with Multinational companies.
Melisa, Managed B2B and B2C marketing strategies for Fender Guitars and, for Universal Music Group for Brands, she specialized in creating branding and marketing strategies based on insights.
She worked on regional and Global projects for Coca-Cola, McDonalds, Netflix, Samsung, and Google, among others, helping these brands to position through Music and Culture.
In the Middle East she stablished her consulting company working with Food / Bevarege and Specialty Coffee Brands.
Managed the development and implementation of the marketing strategies for Spain & Portugal, delivering a consistent brand message for 18 Brands for more than 50 product lines including Guitars, Drums & Percussion, Audio, Accessories, and Collectibles each with different targets. Designed communication, sales, and marketing initiatives to improve the market position worked closely with the finance team to ensure the alignment of the spend for the yearly budget. Delivered visual merchandising implementation for more than 50 Retailers resulting in a direct increase in brand presence and sell thru of Fender products. Responsible for organizing more than 20 final consumer events per year securing foot traffic for our retail partners, engaged our business partners by tailoring B2B events, and ad hoc activations, managed key accounts ensured web content was relevant for our territories, managed internal and external communications, handled social media strategy, negotiated media buying, oversaw content translations fostered artist relations, led a team of five, hired agencies and suppliers.
My job was to understand our partner’s objectives, to align their values, and design the most innovative experiences, campaigns, platforms, and content for Brands to engage with their target audience through entertainment, driven by Data throught consumer behavior research.
I help businesses to establish a solid Branding Identity and strategic plan. Identifying a Brand’s gap or positioning in the market. Finding the right audience and ensuring the brand, products, or services are relevant to their customers. Tell the story and connect with them on an emotional level.
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