Cynthia Lopez Hobler
Brisbane,QLD
Summary
Experienced Marketing Specialist with more than 10 years of expertise in the Beauty, Health, and Wellness industry. Proven track record of delivering outstanding marketing campaigns, product launches, content, and collateral based on innovative and established strategies. As a team player and result-oriented professional, excelling in brand management and social media engagement. Detail-oriented and confident in decision-making skills, and ensure that to add value to your organisation by building strong relationships and dedicating myself to company success.
Overview
10
10
years of professional experience
Work History
Brand Manager
Fiji Kava
01.2021 - Current
- Oversaw global digital, social, marketing, and product development functions for the FijiKava and Taki Mai brands
- Contributions include:
- Improved and uplifted overall eCommerce revenue by 900% via developing new marketing plans and collaborating with other business functions which
- Achieved a growth of 359% on all social media accounts, increased views by 1404%, engagements by 36%, and post link clicks by 119% by developing a social, influencer, and paid media strategy.
- Amplified web traffic to 40% and online sales to 20% by developing effective digital ads, radio promotions, and social media campaigns to create a favourable image in the retail shopping centre.
- Uplifted sales to 20% by spearheading 5 product and content releases across Australia, the US, Fiji, and New Zealand.
- Increased websites by 1000% by developing a new website and moving from WooCommerce to Shopify with a $10K budget.
- Provided directional feedback to agencies and worked on improving customer satisfaction, thereby increasing social media and brand presence and growing fans by 47%.
- Created Brand sales presentations for US and AU and published annual reports to measure goal achievement.
- Pioneered the development of brand guidelines and trained a team of 3 graphic design, social media, and business development interns.
- Elevated website traffic to 50% by launching the first Kava Bar in AU and developing marketing collateral.
ECommerce & Community Manager
Fiji Kava
01.2020 - 01.2021
- Developed and maintained associated agency partners, set up digital asset management (Bynder), directed Amazon US brand channel, and managed other marketing initiatives
- Contributions included:
- Promoted from eCommerce & Community Manager to Brand Manager within 6 months of employment by increasing the company’s revenue to 15% and staying under marketing budget.
- Conceptualised digital ads for major distributors, including Coles, Amazon, and Unique, leading to what outcomes.
- Slashed incorrect shipments to customers by streamlining inventory and organising SKUs and barcodes to share across departments for accuracy and efficiency.
- Empowered a US agency and increased Amazon US sales to 60% by uplifting media spend, developing brand stores, and creating curated content.
- Performed extensive market research to identify consumer personas and create a targeted audience for FB ads.
- Expanded eCommerce retailers by opening and managing catch.com.au, ebay.com.au, and amazon.com.au to increase brand availability
- Championed developing brand guidelines and positioning the brand accordingly.
Brand Manager
Brazilian Blowout & B3 Brazilian Bond Builder
01.2016 - 01.2018
- Directed brand management, including corporate marketing, product launches, media relations, tradeshow marketing, and sales collateral
- Contributions include:
- Developed a social media influencer campaign with a combined reach of 7 million + impressions, gaining the highest Instagram estimated market value within the hair care category for two years.
- Won awards for influencer program and achieved the highest earned media value by overseeing social media, including corporate marketing and communications functions.
- Played a key role in launching the first demi-permanent conditioner by creating a new category in the hair industry, the b3 Demi Permanent Conditioner.
- Signed off on all creative pieces and coordinated with director and CEO while generating email marketing campaigns to promote and educate clients, thus leading to brand cohesion digitally and in the salon.
- Created online forms for sales reps to capture hairstylist information at tradeshows to mail them product launches, newsletters, promo deals, and others
- Launched a website to sell products directly to hairstylists.
- Oversaw marketing collateral, educational events, tradeshows, website development, social media engagements, and email marketing.
- Executed B3 Retreats during the hairstylist influencer yearly event, which included having influencers promote new product launches, present new product benefits, and increase brand awareness.
- Mentored digital manager, social media manager, and office assistant to develop their skills and competencies.
Associate Brand Manager
Brazilian Blowout & B3 Brazilian Bond Builder
01.2015 - 01.2016
- Organised various brand activities, including brand awareness, social media pages, and initiating meetings with the marketing team
- Contributions included:
- Increased productivity across the Education and Marketing Team by managing the marketing calendar, including all educational initiatives and product development.
- Exceeded sales goals by ensuring timely execution of each proposed benchmark.
- Generated exciting and captivating content while managing social media sites and grew the brand’s Instagram accounts by 96%, creating the B3 Influencer Program.
- Improved product formulas, launched NPD, and new techniques for the hairstylist to speed up the process, thus saving them time and earning more.
- Increased brand awareness by implementing marketing and promotion tactics while supervising videos and photo shoots of content.
- Achieved significant sales growth for the hairstylist/salon by creating salon promotional kits to increase Brazilian Blowout treatment books for hairstylists and add-on B3 to colour services.
Associate Brand Manager
China Glaze, Everglaze, Gelaze & Seche
01.2014 - 01.2015
- Oversaw new product launch presentations to global distributors and led creative development for social media, nail trends, and new products
- Contributions included:
- Conceptualised and developed colour collections and core promotional items by utilising trend resources, analysing sales, and studying market trends.
- Improved sales by adjusting colour stories and NPD to reflect target markets for each major retailer.
- Ensured favourable margin contributions by generating financial statements, creative briefs, presentations, and order forms for core promotions of new launches.
- Developed exclusive promotions and annually refreshed planograms for BSG, Sally, and all global distributors
Marketing Assistant
China Glaze, Everglaze, Gelaze & Seche
01.2014 - 01.2015
- Created, analysed, and managed all artwork and social media content, ensuring proper legal and global compliance Contributions included:
- Aided managers in making informative decisions in budgeting, collections, and promotions for the following year.
- Sustained substantial profit margin by learning the cost of goods and sourcing all components, displays, and packaging.
- Optimised efficiency by managing timelines for marketing and cross-functional teams for on-time launches.
- Selected top-selling colours to maximise sales, created shade names, and improved brand positioning.
Education
Bachelor of Science - Marketing & Management
California State Polytechnic University
Los Angeles, California Associate of Art - Beauty Industry Merchandising & Marketing
Fashion Institute of Design & Merchandising
Los Angeles, CaliforniaSkills
- Sales & Marketing Strategy
- Brand Execution & Development
- Corporate Branding
- Content Creation
- Social Media Marketing & Strategy
- Digital Marketing
- E-commerce strategy
- Email Marketing
- Communication
- Market Analysis
- Product Management & Development
- Influencer Marketing
- CRM Management
- Competitor Analysis
- Market Trends Analysis
- Budgeting and Allocation
Professional Highlights
- Analysed data and reported new marketing ideas to provide insight on marketing developments to Board members and stakeholders.
- Collaborated with R&D and established testing protocol while managing the development calendar for all products from inception to final formula approval.
- Performed professional market research and launched Noble Kava drinking powder in Australia, leading to a 20% increase in revenue.
- Presented new collections and promotional concepts to cross-functional teams and pioneered the process, including Creative, Digital, PR, Packaging Development, and Sales.
- Gained over 1M views on 2 videos during the launch of a video series, Conversations at the Color Bar, by improving brand awareness and organising social media campaigns.
Accomplishments
- Social Media Manufacturer of the Year
- Top Haircare Earned Media Value & YOY Growth
Additional Information
Recognised by peers for being good at figuring out solutions to marketing challenges.
Further Career Summary
- Indigenous Business Australia, Administration Assistant
- Estee Lauder Companies, MA.C Cosmetics, Make-up Artist
- Deaf Services, Digital and Direct Sales Officer
- Brisbane Grammar School, Business Services Administrator
- Sealy Australia, Retail Support Manager
References
Available on request.
Languages
English
Native or Bilingual
Spanish
Native or Bilingual
Timeline
Brand Manager
Fiji Kava
01.2021 - Current
ECommerce & Community Manager
Fiji Kava
01.2020 - 01.2021
Brand Manager
Brazilian Blowout & B3 Brazilian Bond Builder
01.2016 - 01.2018
Associate Brand Manager
Brazilian Blowout & B3 Brazilian Bond Builder
01.2015 - 01.2016
Associate Brand Manager
China Glaze, Everglaze, Gelaze & Seche
01.2014 - 01.2015
Marketing Assistant
China Glaze, Everglaze, Gelaze & Seche
01.2014 - 01.2015
Bachelor of Science - Marketing & Management
California State Polytechnic University
Associate of Art - Beauty Industry Merchandising & Marketing
Fashion Institute of Design & Merchandising
Similar Profiles
Grace O'MearaGrace O'Meara
Kavatender/Bartender at Kava Culture Kava BarKavatender/Bartender at Kava Culture Kava Bar
Iryna KryvoshapovaIryna Kryvoshapova
In-House Lawyer at Aroma KavaIn-House Lawyer at Aroma Kava
Shania PratapShania Pratap
Legal and External Affairs Officer at British American Tobacco Fiji (BAT Fiji)Legal and External Affairs Officer at British American Tobacco Fiji (BAT Fiji)