Skill set (8)
Ana in a few words
Ex-Google Product Marketing leader with 10 years of digital marketing experience across the US, EMEA & LATAM.
I solve real problems, for real people, at scale.
For most of my career, I have obsessed over what audiences truly care about, championed consumer needs across teams and brought digital products to market that were set for global adoption at scale.
At Google, I led cross-functional teams and developed customer first visions which have informed roadmaps and long-term messaging for products like Search and the Google Assistant in EMEA.
Most recently, I led the marketing team at InPost UK, where I oversaw strategy through execution, designing and coaching the team to deliver lasting business impact since my tenure.
I believe in principled decision-making, prioritising for impact vs. output, and that active inclusion practices are a strategic imperative to any future-forward organization.
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Product Marketing - Marketing Strategy - Go-To-Market - Internationalization - Budget Management - Marketing Operations - Team Building - Marketing Analytics - Offline Campaign Management - Digital Campaign Management (SEM, SEO, Display & Online Video) - Branding (Value Proposition, Messaging & Communications Platform Development) - Research
Experience
- Ana Cruz - Fractional Marketing ServicesChief Adviser - Product Marketing - Strategy & Operations - InternationalizationSeptember 2022 - Today (2 years and 9 months)London, UKI apply 10 years worth of tech industry experience to set my clients up for scaled growth. This includes: Value proposition, audience & core messaging development Strategic counsel & development Organizational design Global go-to-market best practices Marketing Operations review
- InPost UKHead Of MarketingNovember 2021 - September 2022 (10 months)London, UKSet up a clear vision and established marketing programs to drive scaled new user acquisition for InPost in the UK, critical to the business in 2022. Impact:- +2M people reached with influencer led educational content (8x more engaging than traditional paid media)- Led the go-to-market for a direct-to-consumer channel which reached 30% average WoW growth and ~9k trials over 6 weeks, along with 1K comms opt ins through product marketing optimisation.- Circa +80% uplift in parcels posted via InPost lockers for 5 retailers, including New Look and Schuh. Sustained <£2 CPA by experimenting and expanding pay-per-click (SEM) demand capture program in 6 months.
- GOOGLEProduct Marketing Manager, Search Trust, EMEAJuly 2020 - November 2021 (1 year and 4 months)
Recommendations
Education
- Google Marketing Academy Executive Education Program, Marketing/ Marketing Management, GeneralWharton Executive Education2021Google Marketing Academy Executive Education Program, Marketing/ Marketing Management, General
- Bachelor of ArtsEscola Superior de Propaganda e Marketing2014Bachelor of Arts (B.A.), Advertising and Marketing
- Non-Degree, New Media CommunicationsOregon State University2013Non-Degree, New Media Communications