Mirna Hernandez

• Responsible for ideation and execution of omni-channel marketing strategy and national activation plans based on consumer insights, driving multicultural and LatinX girl and volunteer membership retention and acquisition.
• Manage teams of 30+ subject matter experts in the development of marketing campaigns, including PR & earned media, paid digital, mobile, social, email, broadcast, events, contests, influencer, and partnership marketing. Latest campaign generated 500M+ impressions, 392% increase in web traffic, and 50K+ downloads in a 60-day span.
• Direct cross-functionally efforts with senior leaders in program, membership, fund-development, e-commerce, legal, and marketing to design, develop, and market programs sponsored by global organizations like General Motors, LEGO, Coca Cola, and Microsoft.
• Launched first-ever Girl Scout Cookies online sales, including automated marketing campaigns reaching 1M+ cookie customers, resulting in $60M+ sales in first three years.
• Led Girl Scouts award-winning movement-wide rebrand in partnership with top tier branding agency. Responsible for overseeing development, testing, and optimizations of new brand identity, guidelines, training, and IP protection to deliver single-minded and powerful experiences strengthening Girl Scouts brand positioning.
• Oversaw strategic and consistent brand integration in national licensed products with brands like Mattel, Nestle, and Dunkin, to name a few.
• Promoted across several key leadership positions and across business verticals due to strong performance.

Develop and execute digital marketing campaigns for clients such as P&G Alumni Network and Coca Cola.

• Responsible for new business development, external positioning, development of collateral materials, website management, and customer events. Participated in securing over $2M in new business.
• Built and strengthened strategic relationships with vendors, advertising agencies and leading industry partners.

• Supported marketing research and planning and business development for clients in USA, Europe, and Latin America, acting as first point of contact for prospective clients, regulatory agencies & vendors.
• Planned, coordinated and attended mid to large domestic and international events, both as exhibitors and sponsors.