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Manny Moreno - Curriculum Vitae

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PROFILE

Manny is a Digital marketer with ten years of experience helping clients improve their use of data to derive insights, make decisions, and orchestrate cross-channel experiences that deliver relevance. Manny currently leads a team focused on accelerating brands’ marketing maturity by improving their use of hypothesis-led planning across their £100M in yearly marketing programs.

He helps CMOs and business leaders deliver modern approaches to experience, tech, and data by implementing changes to strategy, culture, and processes. Manuel has a track record of growing business for his agency by building relationships with C-level executives. He has experience in leading cross-agency & globally-distributed teams.

Manny believes that marketing generates revenue by earning business from consumers. His data strategy experience stretches across all stages of the customer journey, leveraging a bottom-up approach to maximising ROI.

 Previous clients include: Samsung, American Express, Grupo BBVA, Citibank, Banco Davivienda, Regions Bank, RBC, Miami HEAT, Samsung, ESPN, Michael Kors, Atlantis Bahamas, Grey Goose, Open English, Ideal Image

                                

EXPERIENCE

Data & Audience Strategy Lead | DIGITAS, LONDON | JAN 2018 – PRESENT

Summary

Manny is currently the Data & Audience Strategy lead for Samsung UK. He manages a globally distributed team tasked with creating strategies that help Samsung maximise the value of their existing tech & data stack, prioritise & launch new capabilities.

Key responsibilities

  • Leads a team that creates data-driven marketing strategies by working closely with multiple Starcom capabilities. His team owns audience based activation strategies, bottom up planning, and insight generation based on addressable digital data

  • Leads relationships with data & tech partners, creating & managing joint business plans for OPTS

  • Develops relationships with client stakeholders to educate on the value of  data-driven marketing, growing book of business value

  • Collaborates with data science team to drive digital media mix model, understanding marginal long term channel contribution & cross channel effects to determine optimal media mix

  • Creates a single view of the customer by integrating CRM, paid media, & website data. Currently leading a work stream to, for the first time, create unified data strategy and segmentation across paid and owned

  • Helps clients understand the gaps in their current marketing technology stack & recommends solutions based on business needs

Key achievements

  • Delivered higher quality website traffic, contributing to forecasted 40% year over year growth in e-commerce sales

  • Improved media efficiency, saving 19.6% of digital display spend, by orchestrating user-level optimal frequency analysis. The point of diminishing return was then used as campaign frequency caps

  • Delivered significant revenue growth for the agency over the time on the account, growing the Data & Audience Strategy from 1 to 7 FTEs over the last 20 months

  • Improved media effectiveness by 37% by switching from rules-based to GA-powered ML decisioning

 

Marketing Science Manager | SAPIENTRAZORFISH, MIAMI | AUG 2015 – JAN 2018

Summary

Manuel worked on the launch of the Marketing Science capability, leading teams tasked with improving the use of data to inform business decisions. Before that he led reporting & optimization projects, mobile & web analytics implementations

Key responsibilities

  • Played a key role in the launch of the Marketing Science capability, contributing to the proposition creation and succeeding in securing work from ⅔ of pitches delivered

  • Developed relationships with C-level clients, driving value through open communication

  • Led marketing transformation efforts, relying on cross-capability teams for joint POV on current state, recommended path towards customer-centricity, & delivering plan for evolution

  • Managed performance marketing team across several accounts, overseeing all facets of data driven marketing strategies, from planning through implementation & execution of optimizations

  • Implemented & successfully used several DMPs &, driving 1:1 targeting & content personalization

  • Drove improvements in marketing performance through the use of data driven experience design

  • Created go-to-market plans, people-based marketing strategies, & business cases prioritizing tactics given expected effort & forecasted return on investment across digital & offline channels (Objectives: acquisition, retention, cross-sell, digitalization)

Key achievements

  • Took over a performance marketing account with year on year performance marketing contraction, delivered double-digit performance marketing-related growth two years in a row

  • Proved the value of digital engagement on offline conversion. Discovered the value of digital was 8X higher than the traditional attribution results

  • Improved ROI 30% by switching from rules-based to algorithmic creative decisions

                                                           

Sr. Associate, Marketing Strategy & Analysis | SAPIENTNITRO, MIAMI |  MAR 2012 – AUG 2015

Performance marketing analyst in charge of website, mobile app, & paid media measurement to deliver data-driven insights. Tasked with defining measurement approach, implementing technical solution, creating reports, delivering timely insights & recommendations

 

Sr. Analyst, Strategy & Analysis | DIGITAS, NEW YORK CITY | FEB 2011 – MAR 2012

Media Analyst | FOOTE CONE & BELDING, NEW YORK CITY | MAR 2010 – FEB 2011             

Assistant Digital Media Planner | FOOTE CONE & BELDING, NEW YORK CITY | OCT 2009 – MAR 2010

 

EDUCATION

Boston University | Questrom School of Business, Boston

·       Bachelor’s of Science in Business Administration

·       Concentrations in Marketing, International Management, & Finance. Minor in International Relations

 

OTHER

·       Fluent in Spanish & English. Conversational in Italian & Portuguese

·       Digital Advisory Board Member, Church of England (2020 – Present)

·       Guest Instructor, Marketing Analytics, Miami Dade College (2015 – 2017)

·       Finalist, SapientRazorfish Client Impact Award (US) (2016)

·       Interests include sports, history, cheesy foods, & cockney rhyming slang