I’m a passionate marketing professional who builds best in class media strategies driving the businesses I serve. Digital marketing is at my core, and data-driven decision making is what makes up my DNA. Over the last fifteen years I have layered on to that the ability to build omni channel media strategies through an understanding of the consumer and the business challenge, and execution that effectively delivers business KPI’s. I am a driver of change through innovation within both organizations and teams, navigating my business through the evolving consumer and media landscape.
“What makes me thrive is that I am a sought out resource throughout my organization for marketing decision making, because of my reputation for finding solutions. I don’t just work on projects, I proactively create them when I see an opportunity. And I get my hands dirty with tasks that, quite frankly, many others don’t want to dive into because they are undefined or complex.”
At Optimum
At Optimum, I currently manage the day to day media strategy & execution for our $200M+ media budget. Paramount to this is my leadership of our agency teams, whose output is my responsibility. In addition to driving annual & quarterly planning, I have led the company through a rebrand and several agency transitions. Read more about it here.
Digital & Ad Tech
One of the key ways I have advanced Optimum’s capabilities is through innovation in the digital space & development of our tech stack. Five years ago I built our DMP from the ground up. Now, fast forward to today we are future-proofing our strategies for the changing landscape.
In the Numbers
One of my focus areas is advancing Optimum’s measurement capabilities to help understand the return on our marketing investment, through the use of mix modeling, brand health measurement, & KPI analysis.
Golden Goat Award Recipient January 2024
Consumer Services Leadership Kick-Off
“No matter what the challenge or task at hand, Marcela rises to the occasion and delivers exceptional strategic work. She’s a great team player and partners with many throughout the organization to drive our business forward. Thanks for all your hard work, Marcela!”
- Tim Williamson, VP Media Strategy & Insights, Optimum
Innovation Day in New York hosted by Google: The Future of Digital Transformation Panel
Staying relevant in today’s complex environment involves finding durable ways to reach your audience.
Great opportunity to showcase the work of the Optimum rebrand at the Brand Innovators Media Buying Summit