Hi, I’m
Carolina Hernandez
Marketing & Ad Assistant
Melbourne,VIC
Summary
Experienced professional skilled in analyzing consumer, category, and market data to inform strategic decision-making. Successfully tracked and evaluated advertising campaigns and marketing approaches to measure outcomes. Led large-scale studies on media consumption habits and collected valuable customer insights. Proficient in data analysis and proficient in using planning and monitoring software. Strong work ethic, adaptability, and exceptional interpersonal skills.
Overview
10
years of professional experience
5
years of post-secondary education
Work History
Red Media EcuadorGuayaquil, Ecuador
Media Analyst
01.2020 - Current
Job overview
- Exercising leadership capabilities by successfully motivating and inspiring others.
- Finding drivers that boost the brand's KPIs of our clients.
- Analyzing consumer, category, and market data to inform strategy.
- Tracking communications strategies, advertising campaigns and marketing approaches to measure successes and failures.
- Gathering research to report sound and strategic consumer insight-driven media recommendations.
- Participating in client meetings, discussing media planning and presentation strategy sessions.
- Ensuring the fit between the ATL strategy and the strategy created by the digital agency.
- Utilizing specialized software to capture and process data.
Zenith Media EcuadorGuayaquil, Ecuador
Media Researcher
05.2013 - 10.2019
Job overview
- Assessed strengths and weaknesses of marketing campaigns by monitoring progress and tracking analytics.
- Lead studies and surveys that explored the media consumption habits of Ecuador's consumers. I was in charge of the "National Media Survey of Ecuador" This is one of the largest studies ever done on habits related to media consumption.
- Tracked communications strategies, advertising campaigns and marketing approaches to measure successes and failures.
- Collected and reported on customer demographics, preferences and buying habits to help marketing teams target strategies.
- Summarized raw data and analyses and made recommendations based on findings.
- Investigated consumer opinions in collaboration with marketing teams, pollsters and statisticians.
- Gathered all types of input necessary for the development of strategic recommendations made to
clients. - Supported the use of planning, data analysis and monitoring software provided by Zenith.
- Handled all data requirements from associated offices in other countries, this information usually contributed to regional or global studies about the Advertising Market, consumer trends or any other relevant topic according to the needs of regional clients.
Education
ESPOLGuayaquil, Ecuador
BBA
05.2007 - 01.2012
University Overview
- Ranked 3rd among a cohort of 94 graduating students in 2012, with an outstanding GPA of 9.09 out of 10. Demonstrated exceptional academic performance and dedication to excellence.
Skills
- Background Research
- Specialized Area Reporting
- Consumer Buying Habits
- Customer Demographics
- Fact Checking
- Team Collaboration
- Problem-Solving
- Detail-Oriented
- Microsoft Office
- Data Visualization
Languages
Spanish (Native)
English (Intermediate Level)
Timeline
Media Analyst
Red Media Ecuador
01.2020 - Current
Media Researcher
Zenith Media Ecuador
05.2013 - 10.2019
ESPOL
BBA
05.2007 - 01.2012
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