Download Traci Gonzales

Traci Gonzales
Dallas, TX
[email protected]
469-939-2446
linkedin.com/in/tracigonzales
Marketing and Digital Integration Leader
A Digital marketing veteran with expertise in creating integrated marketing campaigns and programs that
align business goals to the continuously evolving consumer path to purchase and digital marketing and
technology offerings. Specific talent for uncovering relevant insights, developing breakthrough ideas,
taking on advanced projects where change is required and driving profitable ROI's.
Professional Experience:
Leader, Commercial Digital Group, Nestle Skin Health (formerly Galderma Labs)
December 2013 through November, 2016, Ft. Worth, TX
In this role I led the development of integrated marketing strategies that merged digital, social, and content to
deliver high-impact customer experiences that delivered business results. Additionally, I was charged with
delivering and driving new digital and emerging opportunities, educating on customer behaviors in digital,
developing customer personas and defining the customer path to purchase across media. Here strong
leadership skills are required along with the ability to influence, work collaboratively with internal partners
and agencies and gain consensus across a large global organization.
 Digital Strategist- development and implementation of digital strategy that aligns with brand
strategies and growth plans for Nestle Skin Health and their products. Including finding new
emerging digital opportunities, defining key indicators for successful implementation and
ongoing communication to the executive and marketing teams of digital media strategies and
ROI.
 Digital Subject Matter Expert- Led and executed initiatives to insure marketing objectives and
strategies aligned with current digital offerings and were part of an integrated effort. SME to
the organization for- SEO/SEM, UX, UI, Mobile, Search, Social Media, Social Listening,
Analytics, Content Marketing, Influencer Marketing, Video, Digital Media and platform
technologies (Facebook, Snapchat, Pinterest, YouTube as well as tools – Radian6, Google
Analytics, etc.)
 New Technology & Digital Project Lead- led the platform selection development and execution
of new technology offerings to impact business goals. Including-roll-out of first iVisual Aid for
350 person sales force that included multiple brand visual aids, education and training
materials as well as monthly updates to materials. Executed first consumer-facing adherence
application for acne drug Epiduo with the EpiTracker. The app was effective, well received and
highly utilized by both consumers and HCP’s and was used as best practice example by the
Google Health team.
 Global Business Unit Partner: U.S. Strategic Lead working with the global Nestle Skin Health
organization and Nestle to utilize emerging technology and digital marketing to achieve
business, marketing and sales goals.
 Ecommerce Strategy and Execution- charged with accelerating the launch of self-medication
(OTC) products by increasing access to new products and improving on-line information
through e-commerce channel and driving sales. Partnered with Amazon as well as online
divisions of traditional retailers – Walmart, CVS, Walgreens and Target.
Lead Strategic Interactive Marketing Manager, Galderma Labs
October 2008 through December, 2013, Ft. Worth, TX
As the Manager of the Galderma Digital Marketing team my primary role was digital marketing expert for
Galderma, which included eight pharmaceutical brands and the Cetaphil skin care line, responsible for digital
strategy, management, planning, execution and measurement of digital marketing efforts.
• Digital Innovation: key driver of digital marketing innovation, emerging media and capabilities
including CRM, video, social media, mobile and tablet technologies to deliver optimum
customer experiences and ROI.
• Strategic Lead: lead brands to use digital marketing to achieve their business, marketing and
communication goals, as well as management of their agencies (AOR, Digital & PR) to ensure
digital programs are executing effectively and driving metric-focused business results.
• Project Management: responsibilities include management of multiple simultaneous projects,
including project oversight, planning, scheduling, communication and coordination with
multiple external agencies, internal marketing teams, medical, legal and regulatory teams.
Marketing Manager, Sales Strategy, Yahoo!
March 1997 through February 2008, Dallas, TX
As the one of the first 200 employees hired at Yahoo, my tenure there allowed me to help build Yahoo from
the ground up and experience various different business cycles which helped shape their position in the
marketplace. Partnered with clients and agencies across multiple categories – CPG, Auto, Travel, Retail and
Finance to create effective and engaging marketing programs that drove business results across the Yahoo
network of properties.
• Sales: developed customer base and evangelized the internet as a viable medium at a time
when it was unchartered territory. Worked with clients to find advertising solutions across the
Yahoo platform. Sales goals were achieved 100% of the time.
• Marketing & Sales Strategy: worked directly alongside Account Executives and Operations to
create strategic sales partnerships and develop integrated marketing strategies with major
clients such as GM, Nestle Purina, Frito-Lay, Leo Burnett, Kellogg’s and Cadbury Schweppes.
• Strategic Sales Events: created and produced third party consulting events for Yahoo’s strategic
partners.
• Brand Management: conceptualized, produces and enforced Yahoo’s visual’s identity. Provided
branding direction and developed and executed brand marketing programs in order to
increase awareness in the field.
National Marketing Manager, Radio Shack Corp.
August 1993 through March 1997, Ft. Worth, TX
As the National Marketing Manager for Incredible Universe my role was to insure successful execution of
national and local marketing plans.
• Marketing and Promotions: created and managed national marketing and promotions
campaigns to increase brand awareness and drive traffic in-stores.
• Event creation and management: produced large-scale branded marketing events onsite at
retail locations nationally.
• Corporate Sponsorships Management: evaluated sponsorship opportunities, conceptualized,
negotiated and executed multiple sponsorship agreements and promotional activities with a
variety of partners nationally, including the NBA, NFL, NHL.
Education:
University of Oklahoma, Norman, Oklahoma
BS in Journalism/Advertising, December 1992