Habilidades profesionales (12)
Sector de especialización
Laura en pocas palabras
24 AÑOS DE EXPERTISE EN COMUNICACION, GESTION DE MARCAS, MARKETING, BRANDED CONTENT, COMUNICACIÓN DIGITAL Y GESTION DE MEDIOS. FORMADORA. EXPERTA EN SECTORES DE RETAIL, TELECOMUNICACIONES, SEGUROS Y AGENCIAS. EXPERTA EN LANZAMIENTO DE MARCAS, CONCURSOS DE AGENCIAS, SELECCION DE PROVEEDORES DE CREATIVIDAD, MEDIOS, PRODUCCION OMNICANAL. COMUNICACION INTERNA,GESTION DE CRISIS.
Experiencia
- Action Against HungerCMO, Brand and ESG Director. Board memberjunio de 2020 - julio de 2023 (3 años y 1 mes)About the Role:Communication and Brand- Positioning, differentiation, and relevance• Brand Strategy, Brand Identity, Brand Activation and Brand Management• Definition and implementation of the brand platform.• Internal and external communications (narratives, brand presence, media relations)• Creation of a network of focal points in 18 countries• Creation of a brand office with a network of internal ambassadors• Creation of an Influencers network.• Emergencies appealOmnichannel Marketing-ensure controlled financial growth by diversifying donors and mobilizing funds.• Advertising campaigns, creativity, and media• Digital Marketing own media and paid media.• Performance marketing• Face to face campaigns• Affiliation campaigns• Customer Experience (CRM Salesforce)• Inbound marketing• Notoriety actions, branding, inbound marketing consideration actions, conversion of dynamic landings and loyalty upgrading.• Implementation of an internal contact center (25 people )Data- data governance and development of advanced analytics projects• New website• Chat bot• Model of probability of membership unsubscribe, web labeling…• Members get member programs.• Department dashboards• Responsible for market researchSponsorship and Companies- Agreements• Alliances with companies, alliances with schools and the hospitality sector• New products development• Channel diversification• Digital agreements to fundraising.Key Achievements:• Rethinking the structure of the team.• 75% increase in our media communication results.• Margin growth of 6% 2021 vs 2020 and 4% to 2022 vs 2021• Increase in brand awareness + 2.• Best margin ROI since 2014• Position among the 3 fastest growing NGOs in Spain in a competitive environment of 30,000 NGOs.• Rebranding.
- DIRECT SEGUROS- AXA & BBVAHead of Advertising, communications, and eventsenero de 1998 - enero de 2000 (2 años)• Leadership of a team of 3 people.• Creation of the collider brand in direct response• Advertising management.• Creation of a membership club• Responsible for the direct response strategy.• Responsible for events and sponsorship.Key Achievements:• Launch of the company and the brand in the market.• Brand positioning strategy.• Leading direct response communication strategy.
- Xerox CompanyMarketing and communications managerenero de 1996 - enero de 1998 (2 años)About the Role:• Responsible for internal and external communication.• Responsible for events and promotions at the point of sale.• From the launch of Xerox dealers.
Recomendaciones externas
Formación
- Bachelor of Science in JournalismComplutense University1993Bachelor of Journalism
- MASTER IN BRANDED CONTENT.Comillas University2020MASTER IN BRANDED CONTENT.