Daniel Riojas Martinez Marketing Strategist | Brand Manager | Digital Marketer

Senior Account Strategist

Directive

Feb 2023 - Current (3 years 6 months)

Managed client strategy and cross-functional communication with focus on holistic marketing solutions. • Designed and executed comprehensive SEO strategy for home care software provider, building industry thought leadership and technical foundations resulting in 30% annual organic traffic growth. • Developed targeted content strategy for CCaaS provider focused on Customer Experience Excellence, helping them reach their SQL goal. • Leveraged generative AI tools to create educational content for social media listening agency, driving 70% of overall traffic through content pages and achieving 25% annual growth.

Senior Marketing Lead

Valiot

Oct 2022 - Jan 2023 (4 months)

Led comprehensive marketing strategy and channel management. • Managed integrated media approach including paid (Google Ads), earned (PR), and owned channels (social media, website/SEO, email newsletter). • Developed data-driven brand positioning based on market research, competitive analysis, and voice of customer insights. • Doubled monthly website traffic through optimized SEO and targeted Google search and video ad campaigns.

Blockchain Marketer

stakefish

Aug 2021 - Sep 2022 (1 year 2 months)

Managed comprehensive digital marketing and social media strategy in the blockchain space. • Created high-impact digital campaign promoting new service that drove two-thirds of overall online traffic to product marketing page. • Managed website SEO initiatives, increasing monthly organic search visits by 4x. • Planned and executed YouTube paid ad campaign achieving 2 million views and 40% engagement rate in under one month. Additionally, utilized spreadsheet tools for data analytics to track campaign performance and optimize strategies effectively. Leveraged Compliance Management Systems (CMS) such as Ghost and WordPress for seamless no-code website updates, ensuring that content remained fresh and aligned with marketing objectives.

Marketing Manager

Elanco

Apr 2015 - Dec 2019 (4 years 9 months)

Elanco is a former dividion of Eli Lilly and Co. Managed US brand strategy for portfolio for a portfolio of products that contribute over $70 million in annual revenue. • Managed budget, P&L, messaging, cross-channel integration, and marketing mix optimization. • Coordinated successful label extension launch with cross-functional preparation and multichannel promotional campaign, generating $7M in additional annual sales. • Led established brand repositioning through new message testing and digital content marketing campaign that redirected market share toward growth.

Strategic Project Analyst

Novartis

Aug 2013 - Apr 2015 (1 year 9 months)

Led strategic analysis and reporting initiatives. • Developed monthly reports to monitor marketing program performance, contributing to $11M increase in divisional marketing ROI in 2013. • Coordinated DCF valuation for new production process investment, demonstrating $4.7M net present value and 28% internal rate of return.

Marketing Leadership Development Program Intern

DuPont

Jun 2012 - Aug 2012 (3 months)

Prepared a strategic project as an MBA summer intern for DuPont's Performance Polymers division. • Conducted comprehensive market assessment identifying mining industry opportunities across North and South America with $78M annual revenue potential. • Designed and implemented systematic market evaluation process based on key criteria including market access, growth potential, competitive landscape, and strategic alignment.

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Senior Consultant

Aaga

May 2010 - Jun 2011 (1 year 2 months)

Led strategic consulting projects for diverse clients, delivering actionable recommendations that drove business results. • Developed a market-driven brand revitalization strategy for 7-Eleven Mexico that prompted investment in private label products. • Identified optimal capacity expansion approach for a South American heat-insulating materials company, generating $5M in savings. • Implemented targeted commercial tactics for a membership retail store that increased sales by 8% by focusing on high-value customer segments.

Commercial Strategy Analyst, Automotive Division

Vitro

Jan 2008 - May 2010 (2 years 5 months)

Provided key information to senior management, including market trends, competitive intelligence and customer insights. Coordinated the development of value-added products. - Developed various value added premium products, resulting in a 14% increase in the average unit price of our products. - Optimized the division’s production capacity by developing an efficient demand planning process, contributing to a $1.4 million increase in operating income. - Prepared DCF valuations to support various investment decisions.

General Management Rotational Program

Vitro

Aug 2007 - Jan 2008 (6 months)

Rotated through different areas of the organization by working on assignments. - Developed a business case that helped identify the opportunity for the automotive division to invest in emerging markets, resulting in $6 million increase in flat glass export sales.

Daniel Riojas Martinez

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