Mariel is a thoughtful brand and growth strategist with seven years of experience helping brands scale their greatest ambitions. She is passionate about transforming research into audience-first marketing strategies that drive growth and business evolution.

Mariel partners with e-commerce brands on:
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- Competitor trend analysis + brand positioning statement
- Audience persona development
- Communications architecture design (marrying message + channel)
- Campaign goal-setting, KPI alignment, and measurement strategy

Previously, Mariel was a founding team member of big, a boutique growth agency under Horizon Media. Established in 2019 to help high-potential companies leverage paid media to achieve transformational growth, Mariel owned the paid media strategy roadmap from insight to activation for a pod of clients and contributed to ongoing new business efforts, resulting in the successful acquisition of two clients in FY2023.

During her four year tenure, some projects she's most proud of are:
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- Facilitating Frida Mom's groundbreaking network television ad featuring authentic breastfeeding moments during the Golden Globes, generating 2 billion earned impressions for their Breast Care product launch.
- Creating an addressable audience framework for La Colombe, segmenting buyers based on coffee consumption, which led to tailored comms strategies that doubled media's impact on retail sales YoY.
- Performing MMM analysis for Centr, a digital fitness subscription brand, to assess the impact of brand media on brand search and owned social channels, enhancing forecasting capabilities.

Mariel also developed expertise in performance creative strategy while at DTCo, leading creative briefing and testing plan development to drive CAC efficiencies across brands.