Tell us about your company and role.
I’m the Director of Digital Marketing at RMS Beauty. My role is everything performance marketing, CRM, and eCommerce strategies, with a primary focus on optimizing and scaling existing channels, UX/UI web performance, and launching new initiatives that will continue to cement the brand as the leading groundbreaking clean beauty brand.
How would you describe yourself?
I am Venezuelan, speak three languages, and am so proud to be Latina. I am everything I was raised to be by my parents, and I am so proud of that. I love to learn, to be challenged, and to always work on improving myself both personally and professionally. I’m always “on,” a vacation for me is learning a new skill, keeping up with industry insights, becoming a better person and even better marketer while knowing there’s no such thing as perfection. I am currently pursuing my MBA at University of Miami, which has been the most fun yet the most challenging aspect of my life these past 12+ months. When I’m not working or finishing my MBA, I am spending time with my friends and family, going to cycle classes, and (most likely) eating sushi for every meal.
What qualities do you think an effective marketer needs to have?
I believe it’s very important to be driven by metrics, data, and historicals of what a brand has done in the past, but also to follow your instincts. It’s important to step back, remove your marketing hat, and ask yourself “Would I buy this?” or “If I didn’t work with the brand, would I understand this?” — that’s where the most effective marketing happens.
It’s crucial for all marketers to be able to admit when something didn’t work the way we intended it to. It’s important to fail because real success happens in the aftermath of failing. Be open to feedback, to constructive criticism, and always try new things. Your North Star, as I like to call it, should always change. Your goals of yesterday should not be the same as your goals for tomorrow.
What has been your biggest professional success so far?
My biggest professional success is knowing that I get to wake up every day and work in a career that I am extremely passionate about. I am so grateful to have always worked with colleagues, bosses, and mentors (past and present) that have supported and encouraged me.
What causes are you most passionate about?
Only 5.9% of Latinas in the U.S. have a Master’s Degree, and furthermore, only 1.6% of Latinas make up senior executives in the country’s largest companies. I am motivated, inspired, and driven by my heritage to help future generations of Latinas have a seat at the table.
What do you think is the biggest challenge facing eCommerce brands?
Connecting with customers is the most important thing any D2C brand can do. The challenge and question is, how exactly does one do that? It’s not a blanket statement type of answer. You have to really understand, connect, and listen to your customers.
What's your favorite loyalty program or subscription offering from an eCommerce brand?
I am really loving what SET Active has been up to with both their Loyalty and Community programs.
What do you geek out over?
I geek out over all things eCommerce, social, and branding. I love what I do and I am so lucky I’ve been able to make a career out of this.