STRATEGY FOR DIGITAL ECOSYSTEMS

BETWEEN DIGITAL PUBLISHING AND PLATFORM TECHNOLOGIES

I’m a senior strategy, product marketing and publishing creature. As Director of Product Marketing at Nacelle and, previously, as Global Senior Product Marketing Lead at Wiley, I’ve managed go-to-market, lifecycle, messaging, positioning, brand, creative and content strategy for e-commerce data orchestration and research platforms and products. As Editorial Director, International for Nook and Head of iBooks Europe at Apple I’ve managed publishing, product strategy, content, go-to-market, content acquisition and partnerships in the Americas, Asia and EMEA.

Before that, I founded QP, a boutique strategy shop helping large B2B, SaaS, and B2C businesses and publishers optimize digital strategy and reach. As Director, Product Marketing and Strategy on my shop, and as VP Content Strategy at Edelman, I worked with among others ADP, GE, Red Hat, Mars, and Ford.

I had started my professional life as an editor at ELLE and a creative producer at MTV Latin America, spent time in the digital media startup world, and switched into commerce as Product and Merchandising lead at Barnes&Noble.com where I worked on the launches and growth of eBooks, Nook, the Spanish language division, and the optimization of the non-fiction business.

The global nature and the diversity of my experience have led me to be at at home working with cross-functional teams in sprints, boards and anywhere in between; presenting to partners, clients, peers, senior leads, c-suites and junior talent. I thrive developing and driving strategy and process, uncovering insights via data, research and stakeholders input, identifying and reaching audiences, establishing and meeting honest KPIs. 

WHAT I’VE DELIVERED

  • content as product, content tools and platforms, digital reading, user experience, buyer, customer and user journey optimization for digital media and ecommerce.
  • international expansions, micro targeted campaigns, positioning, GTM, product marketing, partner marketing, marketing programs and strategic partnerships for publishing, tech, Saas and consumer brands.
  • audience development, content marketing, thought leadership, narratives, content programs, multi-channel content strategy, amplification and distribution for digital media, B2B, B2C and CPG.

WHOM I’VE WORKED WITH

Developed and presented strategies, GTM, roadmaps and results to partners, clients, c-suites, tech, sales, product and business teams in:

  • publishing and media—Wiley, Elle, MTV, Nook
  • tech—Apple, GE, Flex
  • ecommerce big-data stack—Nacelle
  • Saas—ADP, Red Hat, IpSoft, Infor
  • advertising and communications—WPP, Edelman
  • ecommerce and consumer brands—Barnes&Noble.com, Ford, Mars

Negotiated and managed partnerships, content and marketing programs with:

  • platforms like Facebook, Instagram, LinkedIn, Google, Twitter
  • publishers and media such as Penguin Random House, New York Times, Conde Nast, Mondadori, Harper Collins, and Hachette.

WHAT I DO

  • Marketing and communications strategy
  • Product marketing and product strategy
  • Partnerships and partner marketing
  • Content marketing, content strategy, all things content
  • Go-to-market, roadmaps, lifecycle, and beyond
  • Digital media, publishing, social media, editorial brands
  • Brand and style development and management
  • Global targets to micro targets
  • Digital media and marketing program management
  • Establish and meet honest KPIs
  • Collapse the digital/social funnel from awareness to conversion and retention
  • Competitive landscape and positioning
  • Messaging, narratives, thought leadership, amplification, audience development
  • All of the above supported with insights and knowledge based on primary and secondary qualitative and quantitative research and stakeholders input.

DEFINITIONS

CONTENT
An organism that expands, contracts, morphs, iterates, and permeates physical, digital, solid, and conceptual entities, objects, ecosystems, and creatures.

DIGITAL ENVIRONMENTS
Cities, towns, buildings, and spaces organized by taxonomies and connected by paths. If the navigation isn’t intuitive, it needs to change (or it becomes a labyrinth).

USER a.k.a. AUDIENCE a.k.a CONSUMER
The center, target, and focus of a healthy and functional ecosystem.

CONCEPT
The perfect beginning. Or so we think. We’ll know better when we develop it.

PRINCIPLES

I love beauty with a purpose, even if the purpose is to be beautiful.

I pursue elegance in ecosystem behavior.

I believe in editorial talent, intelligent design (of the human kind), and smart code.

METHODS AND MANNERS

Iteration

Passion

Respect

Boards

Drawings

Agile

Style: The Oxford Comma

AFFILIATIONS

Proud and happy Founding Member at Tech Ladies.

Geek as in She Geeks Out.

Yale Publishing Course, Advisor and Lecturer (2011-2013).

Brooklyn, New York | LinkedIn | Contact

PRODUCT MARKETING AND STRATEGY

DIRECTOR OF PRODUCT MARKETING
NACELLE
(02/2022-PRESENT)

  • Lead and own GTM, competitive analysis, positioning, messaging, market and customer strategy, content strategy and development, demand generation and sales enablement, thought leadership.
  • Manage relations with analysts, press, industry movers, vendors and contributors, as well as internal alignment and knowledge sharing with product, sales, demand generation, and the C-suite.

GLOBAL SENIOR PRODUCT MARKETING LEAD, B2B RESEARCH
WILEY
(11/2019-11/2021)

  • Lead global GTM, brand, content and creative strategy for science research products, programs and platforms.
  • Develop positioning, messaging, thought leadership, advocacy program, buyer and user funnel strategies.
  • Lead strategy, creative and development for campaigns, sales enablement and collateral.
  • Partner externally with scientific societies and universities for launches, marketing, messaging, brand and content development.
  • Align internally with global B2B Research Product, Sales, Communications, Customer Success and Field leads and teams.
  • Manage creative and tech vendors and contributors, on- and off-platform owned and paid media, and budget.

DIRECTOR OF PRODUCT MARKETING AND STRATEGY
QP
(2018-10/2019)

I’ve run my own tiny shop helping big B2B, Saas, B2C and consumer brands, publishers, advertising agencies and startups develop and optimize product and marketing strategies, assets, content and reach. Projects have included:

  • GE: Data-driven content strategy, audience development, amplification and communications, thought leadership, digital and social media strategy.
  • Red Hat: Collab with global product, technical and partners enablement discovery strategy, content and product marketing.
  • Mars: Branded content, communications, content marketing, thought leadership, digital strategy.
  • ADP: Competitive analysis, data-driven personas, GTM, audience development, product marketing, enablement content, branded content and B2B digital multi-channel strategy for SMB product.
  • Blacture: Content and editorial strategy for Pras Michel’s digital media startup @ Barbarian.
  • Hola Magazine: Digital content strategy, data insights, audience development, subscription base growth, workshops with publisher and editorial teams.
  • Flex: Partner marketing, thought leadership, communications, content strategy, publications and B2B audience development for IoT engineering, manufacturing and logistics. 
  • Infor: Communications, content, audience and content strategy for B2B campaigns.
  • IpSoft: GTM, B2B thought leadership, product marketing, communications strategy, branded content, amplification / audience development.
  • Kitt Allan: GTM for digital product and social for a fashion e-commerce startup.
  • TGR: Content + Editorial Strategy, Visual Storytelling, and UX strategies for Tiger Woods brand.
  • Shire: Research-driven competitive analysis, GTM, product marketing, communications, B2B experiential and enablement strategy for biotech startup.


STRATEGY DIRECTOR
WPP
(2017)

  • Led Social Media, Experiential, Social and Influencer Marketing Strategy for Ford’s luxury brand Lincoln.
  • Run multi-channel roadmap, social, content, branded content, UGC strategy and content marketing programs.
  • Established competitive landscape, social marketing programs, KPIs and analytics to collapse the social funnel.
  • Led C-suite partnership with Facebook and supported strategic partnerships towards joint content marketing programs.
  • Reported to Global CSO leading strategic roadmap, social media, social brand and content marketing.


VP, CONTENT STRATEGY
EDELMAN
(2016)

  • Led Content Strategy, Content Marketing and Audience Development for marquee B2B, Saas and fintech clients.
  • Created and led GTM, Amplification and Communications strategies and campaigns.
  • Worked with Intelligence and Analytics on quantitative research and qualitative analysis for growth and engagement campaigns. 
  • Devised research-driven audience insights and engagement planning.
  • Developed influencers, digital publications, and multi-channel content marketing strategies.
  • Created Best Practices for Digital Content, Social Media and Visual Storytelling for the content studio and content marketing team.
  • Developed digital publications, audience development, influencer and multi-channel content strategy and campaigns for consumer brands.
  • Developed content marketing, product marketing, enablement materials, partner marketing campaigns, thought leaderships and narratives for B2B, Saas and fintech clients.
Brooklyn, New York | LinkedIn | Contact

CONTENT

VP, CONTENT STRATEGY
EDELMAN
(2016)

  • Led Content Strategy, Content Marketing and Audience Development for marquee B2B, Saas and fintech clients.
  • Created and led GTM, Amplification and Communications strategies and campaigns.
  • Worked with Intelligence and Analytics on quantitative research and qualitative analysis for growth and engagement campaigns. 
  • Devised research-driven audience insights and engagement planning.
  • Developed influencers, digital publications, and multi-channel content marketing strategies.
  • Created Best Practices for Digital Content, Social Media and Visual Storytelling for the content studio and content marketing team.
  • Developed digital publications, audience development, influencer and multi-channel content strategy and campaigns for consumer brands.
  • Developed content marketing, product marketing, enablement materials, partner marketing campaigns, thought leaderships and narratives for B2B, Saas and fintech clients.

HEAD OF EUROPE, iBooks
APPLE
(2013)

  • Managed business, merchandising, global iTunes promotions, editorial and content marketing.
  • Developed and drove new editorial and content marketing strategy for four regions and 12 markets in Europe.
  • Drove GTM, editorial and consumer marketing based on data insights, impact of industry trends and sales forecasting.
  • Led content acquisition and marketing partnerships with publishers, authors, retail and strategic partners.
  • Presented strategic direction and business status to board of business heads.

EDITORIAL DIRECTOR, NOOK
BARNES&NOBLE.COM
(2010-2012)

  • Managed digital product, analytics, merchandising, content marketing, email marketing and editorial.
  • Presented strategic direction, consumer insights, forecasting and business status to C-suite and international markets.
  • Launched and managed global go-to-market strategy and distribution, retail and publisher partnerships.
  • Managed relations with international media, government agencies, trade shows and distributors.
  • Led content acquisition, development and content programs with top-selling authors and publishers
  • Managed relations and presentations with publishers, press, cultural agencies and conferences.

SENIOR EDITOR
ELLE
(1997-2001)

  • Edited/Managed staff writers and contributors.
  • Sat on the editorial board deciding on editorial calendar and content planning.
  • Wrote columns and investigative reporting.
  • Sat on digital transition team.
CREATIVE PRODUCER
MTV
(1997-1999) 

  • Created, wrote, directed and produced animations for the Latin American and Asian feeds.
Brooklyn, New York | LinkedIn | Contact

PRODUCT

PRODUCT, MERCHANDISING, AND CONTENT LEAD – WEB, BOOKS, EBOOKS, NOOK BARNES&NOBLE.COM
(2003—2010)

  • Managed Product, Buying and Merchandising for International, Digital, Books, eBooks, Nonfiction
  • Print-to-digital and e-reading development, product, merchandising, editorial and partnerships lead
  • Managed B2C, affiliate programs and B2B, consumer insights, expense management and reporting
  • Product managed SEO and customer centric experience optimization to drive sales, conversion and retention growth delivering up to 40% increase on search effectiveness and over 20% sales on key categories.
  • Launched and managed web and mobile app campaigns, merchandising, email marketing and collections.
  • Identified consumer, search and sales trends affecting SEO, SEM traffic, customer journey and experience.
  • Managed buying and forecasting and presented consumer insights, analytics and sales reports.
  • Negotiated and managed partnerships with publishers in the US and globally
  • Managed relations and presentations with press, content creators and cultural agencies in the Americas and Europe.
  • Established technical specs, sales targets and timing for merchandising automation and KPIs for marketing operations.
  • Supported recruiting and vendor partnership drives to evaluate technical skills, cost effective tools and vendors.
Brooklyn, New York | LinkedIn | Contact

EDUCATION

DEGREES

  • New York University: M.S. in Publishing
  • Universidad Católica Argentina: M.S. in Journalism
  • Universidad de Buenos Aires: B.S. in Communication and Media Studies
  • Colegio Nacional de Buenos Aires: B.A. in Humanities

MEMBERSHIPS

  • Tech Ladies, Founding Member since 2013
  • Yale Publishing Course, Board Advisor (2011-2013)

SKILLS + LANGUAGES

  • Agile Product Owner experience
  • English / Spanish bilingual
  • Portuguese, fading third language, still fluent

PUBLIC SPEAKING + TEACHING

  • NYU Digital Marketing, 2016: Class on Content Strategy and Audience Development
  • Yale Publishing Course, Lecturer (2011-2013)
  • Speaker at conferences on digital strategy in Frankfurt, Buenos Aires, Guadalajara, New York, Madrid, Barcelona, Sao Paulo, Bogota, Milan, Mexico City, 2004-present
  • Math, History, English Tutor at Metropolitan Center for Research on Equity and the Transformation of Schools @ NYU
  • Spanish Language and Culture teacher @ King Juan Carlos Center @ NYU
Brooklyn, New York | LinkedIn | Contact