Claudia Urrutia

Creative Marketing Strategist

IGT Glass Hardware

Jan 2022 - Current (4 years 11 months)

• Create and implement a thorough, data-driven yearly marketing plan that aligns with corporate goals, brand positioning, and budget restrictions.
• Lead multi-channel marketing efforts across digital and traditional platforms—including LinkedIn, Instagram, YouTube, website, app, email campaigns, trade publications, and industry events—to maximize brand visibility and customer engagement.
• Use sophisticated analytics tools (Google Analytics, CRM platforms, Mailchimp) to monitor campaign effectiveness, create actionable insights, and fine-tune marketing plans to maximize ROI.
• Improve customer acquisition and retention by using focused messaging, tailored content, and smart segmentation in conjunction with SEO, PPC, email au

V

Market Intelligence Consultant – LATAM

VIPA LLC

Jan 2015 - Current (11 years 11 months)

• Analyze market trends, consumer behavior, and the competitive environment to provide data-driven insights that guide pricing strategies, promotional campaigns, and company expansion prospects in LATAM regions.
• Evaluate advertising campaign success by analyzing important measures including share of voice, brand recognition, and investment efficiency to ensure marketing activities have the most impact and ROI.
• Work with cross-functional teams from Marketing, Sales, and Finance to create region-specific pricing strategies, promotional campaigns, and market growth plans.
• Conduct comprehensive competitor benchmarking, assessing pricing models, service offerings, and key sales channels to maintain a competitive edge and ref

C

Marketing Manager

Conavenca Freight Forwarder

Jan 2019 - Jan 2020 (1 year 1 month)

• Conducted market research and competitive analysis to assess customer needs, industry trends, and competitor positioning, ensuring strategic alignment of marketing initiatives with market demands.
• Developed and executed data-driven marketing strategies using insights from consumer surveys, focus groups, and statistical analysis to improve brand positioning and campaign performance.
• Collaborated with external partners and advertising agencies to create and implement targeted marketing strategies, guaranteeing flexibility to changing market dynamics and customer behavior.
• Managed brand consistency throughout all marketing channels, including promotional materials, events, and corporate communications, resulting in stron

B

Market Intelligence Manager

Banco De Venezuela – Grupo Santander

Jan 2012 - Jan 2014 (2 years 1 month)

• Conducted competitive market analysis, analyzing key price indicators, profitability measures, and market share changes in order to improve strategic positioning and company growth.
• Led brand perception and advertising performance efforts, raising top-of-mind awareness by 6% and receiving top industry accolades at the renowned ANDA awards.
• Developed data-driven marketing strategies that used consumer insights and product performance research to increase client acquisition and strengthen the bank's position in passive products.
• Provided executive-level strategic recommendations by monitoring competitor activities, identifying emerging market challenges, and optimizing product positioning to maintain a competitive edge.

B

Market Research Manager

Banco De Venezuela – Grupo Santander

Jan 2008 - Jan 2012 (4 years 1 month)

• Led the design, implementation, and analysis of qualitative and quantitative research projects, such as focus groups, in-depth interviews, surveys, and advertising monitoring, resulting in actionable insights to help drive business decisions.
• Created target audience profiles and refined sample selection for research projects, assuring data quality and relevance to critical business goals.
• Provided market intelligence and strategic guidance for new product launches and brand positioning, ensuring alignment with customer needs and market opportunities.
• Delivered data-driven suggestions to cross-functional teams, using research results to boost consumer engagement, optimize marketing campaigns, and increase product perfo

B

Insight Studies Manager

Banco De Venezuela – Grupo Santander

Jan 2006 - Jan 2008 (2 years 1 month)

• Led large-scale customer happiness surveys, notably the Annual happiness Index (IMS), to evaluate service quality across many touchpoints and suggest opportunities for improvement.
• Conducted in-depth service quality perception study across business divisions, yielding critical insights that improved staff performance bonus criteria and service development plans.
• Implemented an intranet-based electronic survey system to streamline data collecting and improve internal feedback mechanisms across all bank divisions.
• Designed and carried out qualitative and quantitative research projects, resulting in actionable insights to aid strategic decision-making and operational improvements.

D

Associate Consultant

Datanálisis Venezuela

Jan 2004 - Jan 2006 (2 years 1 month)

• Led a multinational usage and attitudes (U&A) study across 12+ countries for a global beverage company, uncovering key consumption patterns and consumer behaviors that informed strategic planning for Latin America.
• Conducted product testing, packaging research, and market assessments for major consumer products firms, providing actionable insights to improve product development and market positioning.
• Developed economic and demographic statistics for Venezuelan market sectors, resulting in high-impact presentations that affected multinational customers' strategic decision-making.
• Provided data-driven suggestions to enhance branding, product offerings, and go-to-market strategies, resulting in increased market performa

Market Research Analyst (Intern)

Universidad Autónoma de Madrid

Jan 2002 - Jan 2004 (2 years 1 month)

• Conducted an in-depth advertising performance research for L'Oréal (France), with results given to senior management, resulting in one of the top five campaigns launched in the Spanish market.
• The Marketing Department's secretariat operations were redesigned, simplifying assessment procedures, credential verification, and participant selection for the master's program, resulting in increased efficiency and program alignment.
• Led cluster analysis investigations, introducing methodological improvements that increased study accuracy and gave more relevant findings for future research.
• Supported strategic market research activities by studying consumer behavior and industry trends to assist data-driven decision-making in

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Claudia Urrutia

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