My dedication to your company will help develop, facilitate, execute and report earnings that reflect profitable campaigns.
Digital marketing can be a complex and overwhelming landscape if you let it be! With my assistance setting clear strategies to tackle problems and thrive in your market, we will reach the companies objectives. I will build out the online marketing channels and multimedia ad campaigns that drive business results through social media, email, video content, and brand storytelling. My respect and fuel for marketing started in 2012 at Crescent Heights when the marketing department got revamped and I was appointed to lead the team in the digital era. I was a senior front-end web developer at the time. Studying and pursuing several advance digital marketing certificates and implementing marketing strategies became my passion. I decided to propel my career to new heights and manage corporate brands by leveraging the current digital platforms by optimizing their Inbound Marketing.
Prolific
“A true marketer cultivates abundant inventiveness and productivity at all times.”
Expertise
Plan of action
Discovery
Emerge in the industry. Ask questions to key stakeholders. Align myself with the company’s revenue goals.
Fine craft
Embalish the company’s story or the “Why buy from us?” factor. Align visuals, content, and ads with personas and demographics we are targeting. Present the plan of execution for a quarter at a time on all platforms. Set high goals!
Activate Campaigns
Launch campaigns with creative visuals From email drip campaigns to media buying to influencer marketing. and appealing ad content. Convert and capture leads to re-market in a ever-green marketing funnel.
Analyze
Monitor and manage KPI performance. Pivot if we need to on various variables of set campaign criteria to reach business goals.
Professional Experience
Novartis Pharmaceutical (Global Project), Remote
Sr. SEO & Content Strategist - Global HCP Portal, January 2022 – Present
Leading the SEO and content strategy for Novartis main global portal to drive Omnichannel & New Gen Web initiatives in the Medical E-learning Platform “LMS”. Assisting teams in producing and organizing web content in a more effective storytelling concept. Bridging the gaps and pulling medical, business, and therapeutic brands together to produce compelling stories rich with SEO value. Leading a multidisciplinary team of 8.
Managing several teams like digital, creative, accounting, and scientific teams from concept through publication/launch to define the taxonomies of content hierarchy for successful onsite search. Also, optimizing the optimize UI/UX for best practices of SEO-friendly visibility.
Storytelling development for (emails, infographics, video scripts, and webinars) aligned to new pharma trends. Also, ensuring alignment to the tone of voice for the proper product/campaign strategy.
Tracking and reporting SEO analysis giving recommendations to optimize UI/UX and content structure. Active role in defining SEO strategy and content pillar guidelines. Ensure alignment of SEO and SEM.
Passion for crafting outstanding HCP experiences and digital ads to target niche audience “HCPs.”
Gilead Sciences (Global Pharma Co.), Hybrid, Miami, FL
Sr. Manager - Digital Marketing LATAM - HCP Portals, December 2020 – December 2021
Activated omnichannel strategy to drive digital transformation initiatives for five Medical E-learning Platforms “LMS” in 9 Latin-American countries. Managed execution of strategic plans for HCP enrollment in partnership with key internal and external stakeholders throughout each stage of the platform’s development cycle. Leading a team of 18 digital marketers.
Implemented top-down strategic digital initiatives developed as part of the E-learning Plan of Action. Co-develops and maintains local channels, leveraging experience in each regional market to manage compliance with medical, regulatory, and legal needs to create location-specific content to accelerate the local digital transformation. Establishes, manages, and directs a network of four external vendors/agencies.
Managed “LMS” development and integration in collaboration with key Marketing and Medical stakeholders. Expands multi-channel capabilities and sets content strategy in alignment with Platforms Plan of Action. Develops networks both within the industry and outside of it to create a pipeline of ideas, webinars, medical courses, digital experiences, and key learning touchpoints.
Established frameworks for channel engagement and parameters by defining KPIs for success. Performs omnichannel ROI analyses on direct investments in new technologies and feeds data to Google Data Studio to compile analytics from several digital touchpoints and measure and assess the best HCP acquisition insights into a centralized Digital Analytics Hub.
MP Bio (Biotechnology Manufacturing), Remote
Sr. E-Commerce Marketing Manager, August 2019 – November 2020
Accelerated E-commerce growth x10, social media management, customer engagement, and traditional marketing event strategies to facilitate overall company growth. A successful results-oriented leader who coordinated closely with Product Management, Business Development, Sales, and Executive Management to help develop, lead, and execute integrated marketing programs designed to achieve North American sales, marketing, and revenue goals. Project leader who liaison with internal and external customers to influence the marketing campaign messages and convert them into effective marketing programs leading to revenue, enhanced customer satisfaction, and market growth in a dynamic environment. Leading a team of 8 highly creative individuals into positive ROI campaigns.
Developed Video Ad campaigns to drive paid traffic. Also Deployed Geo-Targeted Ads to enhance tradeshow events value proposition with a precise geofencing tool.
Improved content marketing, SEO, and inbound strategy. Created reporting methodology and robust process for continuous budget improvement.
Improved UI & UX functionality to have a higher conversion rate by 60%. Managed a online massive catalog of 50,000 products with main stakeholders and 6 scientific brand managers.
Project lead to the SAP 1 and CRM major integration for inventory, payment portal, and customer data to be synced and updated in real time.
TurningPointBrands.com, (Online Retailer), Miami Lakes, FL
E-Commerce Marketing Manager, May 2017 – July 2019
Drove a major E-commerce store 10x fold and received a promotion to lead and execute sales growth for two up-and-coming brands (Nu-x and Riptide) within an accelerated six-month timeframe. Oversee daily operations, strategy, execution, analysis, growth, and development of mobile and desktop E-commerce sites. Provide outstanding leadership for a team of 12 creatives in the formulation and execution of large-scale E-commerce plans, and achieve sales goals and brand awareness as industry leaders.
Drove and accelerated content, design, and strategy to facilitate the automated email drip campaign series for both brands, including storytelling, promotions, and educational content at all online customer touchpoints, yielding B2C sales increase of Nu-x 27%, and Riptide 40% within a three-month period.
Achieved 233% ROI with active matrixes and measured KPIs with influencer campaigns attributed to digital marketing efforts within three months; digital marketing accounted for 60% of revenue.
Accelerate conversion rate of 30% via SEO visits and 92k tracked emails and a total of 300k website visitors within three months.
Spearheaded affiliate program, enhancing revenue by $450k, directly attributable to online conversions. Reduced the cost of CPL from $10 to $3.11 through the creation of a strong alliance with industry-leading bloggers totaling 12k qualified conversion sessions on E-commerce sites.
Research Centers of America, (Clinical Trials), Hollywood, FL
Director of Marketing and Advertising, June 2015 – April 2017
Executed the direction, and planning of the online presence, and digital and traditional marketing campaigns for three separate entities (DetoxMD, Ventre Medical Associates, and TMS). Forged strong pharmaceutical networks; served as a key point of contact between our clinical site and seven big pharmaceuticals to manage and allocate marketing funds for the trials. Leading a team of 4 scientific marketers.
Optimized marketing ROI through the creation of videos, social media campaigns, direct mailers, and social media ads.
Utilized KPIs, market research, and in-market feedback to enhance patient recruitment for clinical studies.
Efficiently managed and allocated a YTD budget of $2M and 12 sponsored Pharmaceutical trials. Marketing budget totaling $460k quarterly, distributing and analyzing the success of each budget by patient acquisition conversion and reporting back to pharmaceutical companies with regulatory compliance of allocated funds.
Experience with E-mail Marketing, Database Marketing, Email Marketing Automation, A/B Testing. To accelerate qualified opportunities into the sales funnel.
Pullman Miami, (Luxury Hotel and Resort), “Accord Hotels,” Miami, FL
Digital Marketing Manager, September 2013 – May 2015
Executed management of 128+ digital projects modernizing customer check-in experience through the availability of cutting-edge technology. From the guest hotel check-in system to new ways to interact with hotel amenities, created and executed innovative ways and modified approaches to defining the leading luxury hotel experience. Forged strategic partnerships and contract agreements to leverage corporate contracts for events with key industry agencies and vendors. Leading a multidisciplinary team of 6.
Conceptualized and drove a $400 email campaign targeting the corporate sector yielding an ROI of $220,000 for a single event in one email campaign.
Awarded “Digital Champion,” recognizing massive contribution for concurrently overseeing 128 hotel digital check-in projects linked with hotel social media accounts.
Devised landing-page-to-funnel campaigns, engaging department leads yielding conversions on company websites leveraging SMM/SMO for brand awareness and powerful influencer marketing to increase hotel occupancy.
Spearheaded extensive A-B testing for LinkedIn and Facebook ad initiatives to measure and optimize the performance of email campaigns and landing pages, increasing open rates to 26% through well-crafted drip messaging and lead nurturing assets.
Crescent Heights, (Real Estate Developer), Miami, FL
Digital Marketing Manager, August 2011 – June 2013
Led and directed the digital marketing initiatives for national high-end luxury development brands. Projects encompassed SEO optimization for 17 responsive real estate websites, conception and redesign of ten dynamic websites, marketing materials, and video production.
Produced and directed sales video for Tao at Sawgrass community, yielding a 39% increase in occupancy
Secured unprecedented conversions throughout all platforms using SEO, SEM, and E-commerce.
Enhanced nationwide building occupancy by 20% through the creation of innovative social media outreach events, including the community, local influencers, and geo-targeted campaigns.
Created highly successful automated emails to re-engage our existing residents. Maintain brand voice, visuals, and themes throughout the drip campaigns.
Contract Projects
BillerGenie.com, Miami Shores, FL
Director of Marketing and Advertising, January 2018 – (Contract position for small business)
Grew E-Commerce enrollment of B2B through the creation and implementation of targeted strategies and content optimization.
Devised a high impact communication strategy to geo-target prospects attending the 2018 Accountex conference via Instagram hashtag, landing numerous contacts, and one significant association partnership that held 5,500 qualified prospects.
Deployed Facebook and Google digital marketing campaigns with HubSpot CRM data to create email and SMM funnels, resulting in a high arbitrage to increasing conversion rate to 45% within the first month.
Executed extensive A-B testing for LinkedIn and Facebook ad initiatives to measure and optimize the performance of email campaigns and landing pages, increasing open rates to 26% through well-designed drip messaging and lead nurturing assets.
Designed the Onboarding UI platform pop-up as a cloud-based module and achieved a 45% conversion rate increase of platform usage within the first month.
Education
Bachelors Degree
in Web Design and Interactive Media
The Art Institute, Fort Lauderdale, FL, 2011
MINOR IN DIGITAL FILMMAKING
Intellectual growth should commence at birth and cease only at death.
Albert Einstein
Demo Reel
The Creative is the variable of Success:
In 2022, video is estimated to be 82% of consumer web traffic. So in a world of seemingly infinite choice and scarcity of attention, video remains the world’s favorite pastime, and it’s still growing. Now comes the correct Strategy to advocate through video messaging to optimize the correct brand message to lead to that loyal brand advocator and creates recurring conversions.
Video
Case Studies
Global Platform Management “LMS”
Global LMS platform which I managed the development of the UI and UX for this site to have high engagement and conversion usage. It provided collaboration between HCP’s and pharma reps. Leveraging Live webinars and on-demand content, including quizzes and custom certificates were also my content creations. Creating snackable content that had the highest consumption rates of media developed by Gilead.
Key Takeaway
Highly consumed scalable content on a global level, user-experience friendly, and creating increased collaboration. Provided a personalized learning experience, which grow awareness and media consumption to have an 80% KPI increase, while ensuring compliance with medical affairs.
Category: Global Portal Management
Date: November 2021
Tag: HCP Portal, Content Management, Webinar Creation, Email Marketing
E-Commerce Upgrade:
6 upgraded elements were crucial in this build-out to optimize the E-Commerce store — and here is what I tackled:
1 . Up-Selling at Checkout
2 . Email Capture/Newsletter Signup
3 . Abandon Cart Emails
4 . Referrals
5 . Exit Intent Offer
6 . Retargeting
Key Takeaway
We fix these areas and we saw our sales soar!
Category: E-commerce Optimization
Date: October 2020
Tag: E-commerce, UI and UX optimization, email marketing, upselling online, digital marketing, E-commerce management
Brand Awareness / Storytelling:
Compelling storytelling allowed us to see the world from new sights, heights, and angles like never before. As I brand and develop different stories around products or services, I sometimes try to tie them to an emotional story that can connect with the audience and influence that buying behavior.
Key Takeaway
If you create a community around bloggers and social media channels, your brand story will elevate and peak the interest of your target audience always, as we are human and always want to belong to a tribe.
Category: Branding
Date: May 2015
Tag: Branding, Brand manager, storytelling
References
Colleague sharing their experience of my interpersonal and technical skills in my past marketing positions.
Christian A. Contreras
Director of Career Services and Community Outreach
Robert has demonstrated excellent creative skills and out-of-the-box thinking for business acumen and creative content creation skills to drive new initiatives that makes him an outstanding marketer.
Dan Grech
Lead Instructor and Founder, BizHack Academy
Robert Izquierdo is a seasoned direct response marketer with hands-on experience deploying both B2B and B2C marketing campaigns. Robert stands out: as he is a go getter who's always looking for new and different ways to generate leads, and he's not afraid to roll up his sleeves and do the hard work.
Thomas Aronica
Ceo of Biller Genie
Robert is a well-rounded marketing professional who would be an asset to any team. He is driven, self-confident, proactively helpful, operates well under pressure, and a multitasker, and I am confident that he will continue to find success in his field.
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My dedication to your company is to develop, facilitate, execute, and report earning that reflect on active campaigns.
Digital marketing can be a complex and overwhelming landscape if you let it be! With my assistance setting a clear strategies to tackling and thriving to reach company objectives, I will build out the online marketing channels and multimedia ad campaigns that driven business results through social media, email, video content, and brand storytelling. My respect and fuel for marketing started in 2012 at Crescent Heights when the marketing department got revamped and I got appointed to lead the team in the digital era. I was a senior front-end web developer at the time and reading up on the topic and implementing became my passion to propel my career to new heights in Digital Marketing. Since then I have become an expert in diverse online platforms and inbound marketing.