laura who?
H E A D OF M A R K E T I N G
L A U R A M A R Q U E Z
P R O F I L E
Hello! I'm a creative in love with storytelling, brand building, and social marketing,
also head of marketing at Track&Field.
With over 10 years of branding, content and communication experience, I've navigated between retail and consumer goods at C&A and havaianas.
Scorpio Sun with a Scorpio Rising and Moon, with an eternal crush on Beyoncé, I'm also a postgraduate in Marketing and Communication, a passionate speaker, and addicted to content.
Happy to market fashion, beauty, and so much cool stuff since 2007.
C O N T A C T
E X P E R I E N C E
E D U C A T I O N
H E A D O F M A R K E T I N G
Track&Field / SP / 2022-present
Directly responsible for +45 team members, including marketing managers and a team of specialists in content, creative, marketeers and planning.
Highlights
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new brand positioning and purpose value
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creation of brand & plan area, definitions of OKRs, YTG strategies, and budget definition
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new processes and ways of working implementation
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management ad agency and creative/production partners
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development and crafting of strategic, integrated, and innovative campaign plans
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brand calendar and priorities
POST GRADUATE DEGREE
MARKETING AND COMMUNICATION
Istituto Europeo di Design – IED São Paulo
2013-2015
BACHELOR’S DEGREE
FASHION DESIGNER
SENAC São Paulo University
2007 - 2012
MASTER KEY
PROJECT MANAGEMENT
Perestroika/ São Paulo
2017
S K I L L S
S E N I O R B R A N D & P L A N M A N A G E R
C&A Brasil / SP / 2022
Branding
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new brand positioning and purpose value
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creation of brand & plan area, definitions of OKRs, YTG strategies, and budget definition
-
new processes and ways of working implementation
-
management ad agency and creative/production partners
-
development and crafting of strategic, integrated, and innovative campaign plans (Rock in Rio, Big Brother Brasil)
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brand calendar and priorities
Communication
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involved in negotiation and ideation for new brand collabs
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negotiation of celebrities and influencers
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new PR agency hire
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the leadership of Rock in Rio sponsorship and activation across all areas
Brand Experience
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shop window + store communication and strategy for all 300+ stores
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shop window strategy (budget, prioritization, brand builders, formats, and ideas)
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new retail guideline strategy
Branding & Plan
Content & Social Media
Leadership & Teamwork
Fast-paced agency culture
T A L K S &
M I N I S T E R E D C L A S S E S
E S P M S P
U N I V E R S I T Y
2022
Glamour Magazine Course
PR and social media in the Fashion Industry
M E T A
2021
Havaianas case for the series
"social skills"
E R N S T & Y O U N G
2019
SXSW2019- report panel
I E D S Ã O P A U L O
2018.2016
Digital channels and narratives
S A N T A M A R C E L I N A
U N I V E R S I T Y
2018
Digital channels and trends for retail
B E A U T Y F A I R
2017
Digital narratives
S O N Y
2016
fashion in the 20th century
a look into
the tv show Downton Abbey
S E N I O R C R E A T I V E & C O N T E N T M A N A G E R
Head of Hana Creative Studio for Havaianas
Alpargatas / SP / 2020-2022
Led all content creation, social media strategy and global campaigns for three main markets; Brazil, Latam, and the United States.
In 2021 Havaianas became a global social media and content case for meta, becoming the only company in Latin America to appear in the series "social skills" in - meta for business - global pages on Instagram and Facebook.
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Proven track records of engagement and fan base improvement across all social media channels in all regions
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Global campaigns for the licensing team and beyond core products such as socks, new flip flop models, and apparel
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management of an entire creative team with more than 20 people between in-house agency and direct reports across all regions (with direct reports from the US and Mexico)
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operation of global content production for CRM, media, e-commerce, and social media assets for three markets
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global retail campaigns
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the roll-out of global campaigns on social media across three markets
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new processes and ways of working implementation with a proven track record of team engagement
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in-house agency negotiation and management
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budget and YTG global calendar structure
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new system and suppliers implementation resulting in significant cost reduction
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content integrated with business and consumer-oriented (assets with proven performance improvements on media results)
F O U N D E R & C R E A T I V E D I R E C T O R
IDHAUS Agency / SP / 2014-2019
The agency specialized in digital strategic planning, social media management, and small business branding. After two years in the market, the creative team grew exponentially and had clients like Shell, PayPal, Riachuelo, and more.
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Recruited, hired, and trained over 25 top candidates with an eye for performance.
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Overview of full teams of creatives, planners, writers, designers, copywriters, and project managers.
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Development of strategic communication and marketing plans for more than 30 small businesses and brands like Shell, Riachuelo, and PayPal.
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Integrated digital campaigns for Shell focused on content for social media, OOH, and media assets
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Creative direction for Riachuelo's new product: home fragrance. Digital campaign. Proven track records in sales improvements