About Kerin
I'm a problem solver, conversion hunter and growth driver, assisting businesses to maximize ROI. Digital Business and Digital Marketing are my areas of expertise. I incorporate these in everything I do. Whether it's B2B or B2C, I have a passion for leveraging data insights to build strong brands and maximize ROI.
While working with others, I built a national brand from ground up, won multimillion dollar contracts and won awards. I’ve designed and managed high conversion local, regional and international campaigns. I’ve led product development for digital products and successfully implemented go-to-market strategies across several countries. I've worked with teams responsible for revenue growth of tangible and intangible products. Most of all, I've been able to blend my knowledge of digital business, digital marketing, traditional marketing, product management and communications to drive business growth. These have supported me in my current capacity where I lead global business strategy for a digital product.
I'm a #conversionhunter and aspiring #growthhacker.
Digital Business is my expertise. I leverage this in everything I do.
Before digital was popular, I left a comfortable job managing a few brands in order to immerse myself in the world of digital marketing. The allure of being able to use data to be more accurate in my marketing decisions, almost like a science, intrigued me and has kept me interested ever since.
Here are a few of my roles and experiences over the past few years.
MANAGEMENT
2020- present
Digital Business Manager- My Digicel App, Digicel Group
- COO of the My Digicel App. Co-own day to day management of the app including product requirements definition, reporting, reviews and ratings monitoring.
- Own and drive commercial strategies for the My Digicel App.
- Co-own and influence the overall product roadmap
- Provide support to the 32 markets across the Caribbean, Latin America and South Pacific, to ensure product is properly managed at the local level with a particular focus on the content inside the app including products description, plans, rewards, games, etc.
- Work in collaboration with the Group Commercial team to ensure the My Digicel strategy is fully aligned with the overall commercial strategy
- Work in conjunction with the other digital teams to ensure alignment on KPIs and strategy and develop cross-selling opportunities
- Develop processes and governance with the markets to ensure content on the app is always relevant and up to date
- Analyze results from usability testing and implement recommendations
- Improve the My Digicel user experience and services ensuring futureproofing the app is always at the forefront
2022- present
Co-Host- Keeping It Digi Podcast- GoLoud App, Digicel Group
2019- 2020
Product Manager, Yello Media Group
- Owned and defined the product strategy for Yello’s Website, PPC, Display, Social Media Advertising and Reputation Management product suites in 19 markets.
- Developed digital products by identifying potential products; conducting market research; generating product requirements; determining specifications, production timetables, pricing, and time-integrated plans for product introduction.
- Identified and developed the downstream commercialization of new digital products ideas that support revenue growth strategies particularly in the evolving digital arena.
- Drove product planning and execution throughout the product lifecycle, including: gathering and prioritizing product and customer requirements, defining the product vision, creating materials to support training and launch (Go-to-Market), and working closely with technology, fulfillment, sales and other back office functions to ensure revenue growth.
- Created holistic business cases to support growth and increased profitability in an outstanding and innovative way.
- Owned and defined the product strategy and roadmap for new digital products in the markets.
- Trained sales teams across the region on digital products.
- Identified key needs, performed gap analysis, assessed new solutions, determined market opportunity, and advocated for the prioritization of initiatives.
- Acted as a bridge between engineers (product developers) and Marketing, working with both internal and third-party partners to assess product capabilities, functionalities and integration requirements.
- Support the sales team by delivering the Value Story and worked with Sales Managers to develop product sales strategies that increase product market share.
- Acted as an expert across digital products, providing industry thought leadership on PPC, Display, SEO, Social Media, Reputation Management, Analytics and Websites, while staying up to date on all relevant trends and announcements that could impact product solutions.
- Defined and delivered retention strategies for products nearing the end of their life cycle or affected negatively by market factors.
- Managed product issues that affected the customer experience with Yello’s digital product suite and worked with UI/UX teams to bring engaging user experiences to life.
2018- 2019
Product Marketing & Communication Manager, Yello Media Group
- Led marketing strategy for traffic growth on findyello.com across 19 markets.
- Had responsibility for developing and maintaining brand and product marketing strategies that drive brand & product awareness, understanding, consideration and conversions in 15 markets.
- Developed marketing campaigns, product positioning and messaging that differentiated Yello’s products and positioned Yello’s product offering within aligned categories to deliver product portfolio and business profit growth.
- Led Yello’s online marketing activities throughout the company’s sponsorship of Caribbean Premier League 2018 in 6 markets.
- Led Yello’s digital strategy for Yello Digicon conference 2018 in Barbados and Cayman Islands.
- Managed a team responsible for managing Yello’s social media channels across 19 markets (more than 30 accounts) and creating B2B content to articulate the features and benefits of Yello’s products, industry trends and best practices.
- Delivered presentations to promote the story of Yello’s brand and products.
- Created Go-to-Market plans and materials for new and existing products and led the implementation of these product marketing launch plans.
- Used market intelligence and segmentation analyses to evaluate product performance, customer pain points and buying criteria, and used this data to craft targeted strategies to drive revenues.
- Operated as the “Marketing Manager of the product line” , thus having responsibility for understanding all aspects of the customer and consumer journey, product design and it’s delivery to the customer experience.
- Used tools including Google Analytics, Google Search Console, Facebook Business Manager, SEMrush, Sprout Social and Google Ads to measure and optimize the consumer usage and customer buying journey relating to product feature adoption and usage.
2017- 2018
Marketing Manager, Stocks & Securities Ltd.
- Developed Marketing Strategy and Sales Forecast, Content Plan, Event & Sponsorship Plan, Digital Plan, Inbound Marketing, Internal Communications Plan, PR Plan and SSL Invest Mobile App Content Plan for 2017-2018 financial year.
- Created Go-to-Market Strategy for We Are Service and SSL Reach (Fintech launch) Marketing & Internal Communications Plans.
- Co-creator of Money Managers Go-to-Market Strategy
- Drove PR & Marketing for Fosrich’s & Everything Fresh’s IPOs.
- Structured & led content marketing to include in excess of 39 original content outputs weekly, 4 monthly & one major magazine quarterly.
- Niche marketing for Private Wealth segment.
GROWTH
2015 - 2017
Digital Marketing Specialist, Yello Media Group
- Surpassed annual sales targets for 2016 by 7% and for 2017 by 8%
- Most Outstanding Digital Sales Representative 2016
- Designed and managed regional and international online campaigns that resulted in as much as 200% ROI for clients.
- Lead trainer for Google Analytics & Conversion Tracking
- Consulted with large, medium and small businesses to develop their digital marketing strategies, particularly as it pertains to: Search Engine
- Marketing, Display Advertising, Gmail & YouTube Advertising, Websites and Social Media Advertising. These businesses spanned across the retail, tourism, auto, food, FMCG, manufacturing, financial, educational, technology, real estate, events, medical, legal and energy industries.
- Supported & trained sales teams in Jamaica, Cayman Islands, Aruba, Turks & Caicos and Belize for digital products
- Designed, audited and optimized local, national, regional & international digital marketing campaigns
- Evaluated & recommended improvements for websites across all business types
- Guided email marketing, content and social media strategy for several businesses
- Coordinated digital seminars
- Contributed to regional Yello projects aimed at improving processes and work flows
2012 - 2015
Marketing Officer, Mother’s Enterprises Ltd.
- Inaugural Brand Manager with responsibility for Devon House Bakery (DHB), Mothers Bakery (MB) and Mother’s Canteens (MC). Overall responsibility for pastry sales throughout all Mother’s brands.
- MB sales rocketed by 25%-600% between March and June 2013 in most retail outlets
- In collaboration with sales team grew MB islandwide distribution from 14% to 93% Despite price hikes, increased DHB’s 2013 monthly sales by up to 16% over 2012, with a record 28% increase in December 2013 and highest sales day ever on February 14th, 2014
- Fast-tracked MC sales between 23% & 80% month to month between January & June 2013
- In association with the sales team, grew seasonal MB Easter bun sales from 2000+ buns in 2013, to 20,000+ buns in 2014, and to 30,000+ buns in 2015 Mother’s ‘Spirit to Serve’ awardee
- Planned and executed promotions and managed ATL and BTL agencies to actualize engaging brand events and product launches, and successful promotional campaigns
- Directed development of new baked products and advertising creatives for photoshoots, video commercials, print campaigns, online campaigns and outdoor campaigns
- Managed and tracked departmental targets, brand budgets, purchase acquisitions and departmental accruals with direct reports to General Manager
- Developed training decks and trained brand ambassadors, sales team, customers service teams and sales administrative staff regarding MB processes, products and best practices
- Utilised pricing strategies to regain, maintain and grow marketshare despite rising costs
- Recruited, managed, trained and set sales targets for BTL promotional teams
- Used customer insights to spearhead product category and product line expansion
- Worked alongside Sales Manager, Operations Manager, Sales teams and Merchandisers to build B2B business relationships and win major bid contracts
- Collaborated with Operations & Procurement team to improve customer experience; increase customer retention; build relationships with school partners and supply partners; and create new products .
CONSULTANT
2022 Course Developer, Institute of Law and Economics
2022 Course Developer, Real Estate Board
2022 Marketing Consultant, Caribbean Society of Human Resource Professionals (CSHRP)
2020-2021 Marketing Director, CSHRP
2020-2022 Growth Consultant, Wave Media
2018-2019 Growth Consultant, The Success Farm
2013-2015 Marketing Consultant, King Rabbit Producers
EDUCATOR
2018-present
Adjunct Lecturer, Caribbean School of Media and Communication (CARIMAC), University of the West Indies (UWI), Mona
2017-2018
Trainer, iCreate Institute
- Taught ‘Professional Diploma in Digital Marketing’ in association with the Digital Marketing Institute and the University of the Commonwealth Caribbean
HOST
2011(part-time)
Host, Crop Over TV
2010 (part-time)
Host, Caribfyah TV
2008-2009 (part-time)
Host, Boomtribe TV
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