Manuel A.

Background

About Manuel A.

It wasn’t long after starting my career at P&G (in the purchasing department) that I became obsessed with brand strategy and marketing. I enjoyed being involved in the research and development of new products, but it was seeing consumers engage with the brand that really captured my imagination. After negotiating some challenging contracts to help bring new brands to market, I was quickly promoted to the brand management team where I worked on the branding, marketing and go-to-market strategy for household CPG brands such as Vicks and Swiffer. Since then, I have continued to support SMEs, wellness brands, and tech companies with an appetite for growth to scale their businesses by leveraging innovative marketing strategies, consumer insight and digital assets: Created a digital-first conversion strategy at dictionary.com to leverage existing SEO spend. Led redesign of website navigation, landing pages and conversion funnel to support customer acquisition for new tools with zero increase in advertising spend. Pioneered a digital-first DTC marketing strategy at Chaban Wellness that significantly uplifted sales volume by 300%. Increased DTC and Amazon sales 4X and drove an overall 2X ROAS across digital (SEO/SEM, CRM, Paid). Led Shaklee’s new brand positioning and design strategy, including a new label architecture that drove +12% sales lift. Drove over $50M in incremental revenue by developing and launching two brands, YOUTH® (Beauty/Skin Care) and PERFORMANCE® (Sports Nutrition). Focused on consumer-led innovation to launch 23 new SKUs for Ruiz Foods across retail, c-store, and QSR / Food Service- High-Impact Marketing Strategies - Innovation & Product Development - B2B, B2C, DTC & Omnichannel - Digital, Social & Influencer Strategy - Performance Marketing & SEO - Developing High-Performing Teams - Go-To-Market & New Product Launch - PR & Communications - Agency Selection & Partnerships - P&L Leadership - E-Commerce Optimization - Brand Development & Positioning