Work Experience & Education

Bachelor of Arts in Marketing

Master of Business Administration

Global Business Management

2023

2023

2021

2018

Gl​obal Marketing Manager

Citi

Drive global marketing campaigns across key priorities to scale impact, ​efficiency and the effectiveness of the organization overall. Develop, ​manage, and execute key global campaigns utilizing a multi-million dollar ​budget.

Founder, Consulting & Digital products

The Faithful Hustle

Consult with small businesses on the design, development and execution ​of marketing campaigns and programs in order to create a strong brand ​presence and increase traffic and sales.

Marketing Manager

Meta

Spearheaded impactful marketing campaigns through global ​collaborative partnerships, employing strategic planning, production, and ​optimization of a multi-million dollar digital media budget to achieve ​unprecedented business outcomes.

Marketing Manager

Lennar homes

Managed the digital campaign strategy and agency partnership for the ​Tampa division while working with XFN partners and national Marketing & ​Sales leadership to ensure all KPI goals were being met.

Skills

Brand Development

Campaign Strategy

SEO / SEM

Digital Advertising

Agency Management

Website Strategy

Growth Marketing

Social Media Strategy

Email Marketing

Strategic Planning

Insights & Reporting

Diversity, Equity & Inclusion

Certifications

Blueprint Digital Marketing

USF DE&I

SOftware & Tools

Google Analytics, Adobe Analytics, ​Tableau, Ad Manager

Sprinklr, Khoros, EveryoneSocial

Brand Strat​egy

The Faithful Hustle

Portfolio

Through The Faithful Hustle, I inform go-to-market strategies for ​new businesses to create brand awareness, drive traffic, and build ​a sales funnel. This includes brand strategy, google/yelp business, ​website, social media and paid advertising. Working with Adora ​Salon I was responsible for

• GTM strategy - a comprehensive plan businesses use to bring ​a new product or service to market
  

• Target market profiles, marketing plans, and a sales strategy ​inclusive of pricing and sales generation tactics

• Strategy for signage, websites, booking sites, web ma​pping platforms, business pages and Meta family of apps​, and T​ikTok
  

Brand Strategy

Portfolio

I was responsible for building and maintaining the ​online brand and image of Lennar Tampa and its ​subsidiary. In order to excel in my role, I managed ​agency relationships and led innovative pro​jects such as photoshoots, virtual renderings, 3-D Ma​tterports and self-guided tours o​n​ Lennar.com.

During the Lennar.com rebrand I led ou​r team in the creation and publication of 78 Matterpor​ts in under 3 weeks. In preparation for the launch of t​he new Lennar website, the team I led received nationa​l recognition for quick execution, handling of resource​s, quality of branded material, and efficie​ncies for 83+ communities from our execut​ive leaders.

Social Media - Paid

Portfolio

I led the paid social media strategy for North America and played ​a leadership role on global projects like the Tech Talent Brand.

My goal in executing the Go To Market Plans for projects like Tech ​Comms was to expand the reach and effectiveness of Tech ​Comm publications to key tech audiences by:

• Connecting and enhancing the user experience flow across ​Tech Comms and Attract owned digital platforms and social ​channels

• Amplifying reach with paid ads on Life at Meta and Meta ​owned social channels

• Enabling employee advocacy to humanize big moments, like ​Ray Bans stories, by sharing the people behind the technology ​and how Meta employees are changing the world
  

Social Media

Portfolio

I led the organic & paid social media strategy for Lennar, its ​affiliate developments, and individual community brands.

I managed partnerships and a team of marketers to develop a ​diverse and engaging content strategy inclusive of video, motion ​graphics, and still images. My goal was to drive sales and foot ​traffic by:

• Investing in targeted social media ads to reach a specific ​audience based on demographics, interests, and location
  

• Encouraging people to visit your community or development ​by running contests or giveaways on social media platforms
  

• Regularly analyzing the performance of social media ​campaigns using analytics tools
  

Paid Med​ia (PPC)

Portfolio

I created marketing strategies that put the Meta Career brand ​in front of our target audiences, and met audiences where they ​were, in an engaging and effective way that converted ​prospects and passive talent into applicants.

This focus led to a desire to drive unprecedented lead ​generation, our measure for success, at scale through strategic ​multi-channel campaigns and a diversity first approach. With ​the help of our agency, where I served as the lead relationship ​point of contact, we used a Pay Per Click (PPC) strategy and ​exceeded our benchmark CTR goal of 5%.

The accelerate eng paid search campaign I led generated an ad ​copy click through rate (CTR) of 12.05% for all ads, which ​surpassed the overall benchmark goal of 5%. This translates to ​a high volume lift of traffic directly to high priority landing​ pages. This resulted in 5,291 leads for the North American region ​in under 6 months.

Paid Media (P​PC)

Portfolio

With the aim of optimizing our advertising cost per lead and enhancing market trend adaptability, I undertook the implementation of targeted modifications to our online verbiage and call-to-action (CTA) elements within our lead nurture and advertising platforms. By applying industry-leading pay-per-click (PPC) best practices and strategies, we sought to achieve more efficient and effective outcomes.

In under 12 months, we were able to drive down our overall digital ad spend by 52% with an overall online lead increase of 46%. This drove our cost per lead down by 67% from $64.75 to $21.36.

Editorials & Blogs

Portfolio

I led the 2022 Recruitment Marketing strategy for Technical Project Managers (TPMs) to attract talent and create an overall awareness into the role.

To do this, we told the stories of their unique work, while navigating the complexities of creating a strategy that would land in front of diverse technical talent.

In 2022 I partnered with Power To Fly and Global Diversity, to publish an editorial that received over 5K impressions and 3.2K unique pageviews within 30 days, making it the top performing editorial globally out of the 5 published articles in 2022. Overall the editorial performed 419% better in PowerToFly’s social impressions and 102% better in pageviews than the second best performing editorial 'Inclusion in the Metaverse' with one application submission by its 30 day mark. My strategy was focusing on Emily’s diverse work and educational background which resonated with aspiring tech audiences. This was done in a true diversity first approach which was received extremely well by our audience.

Editorials & Blogs

Portfolio

Reporting to the Director of Marketing, I maintained relationships ​with journalists, editors, and other media professionals to ​enhance the company's media outreach. I played a crucial role in ​shaping the company's external image and communication ​through the following:

• Media planning and strategy
  

• Relationship building

• Media monitoring

• Budget management

• Coordination with marketing campaigns

• Community engagement

Programming & Even​ts

Portfolio

I founded and led impactful programs with a focus ​and emphasis community support, diversity & ​inclusion, and military veterans.

• I was the co-founder of the Make Your Move ​programming that aimed to educate millennials ​on the homebuying process and the resources ​Tampa Bay provides to first time home owners.
  

• I was the team lead for various Focused Acts of ​Caring programs and events such as Operation ​Finally Home where each division gifted a new ​home to a wounded veteran in the community.

• I served as the National Chair of Inclusive Culture ​on the Lennar Everone's Included Board for their ​Diversity, Equity, and Inclusion Efforts.
  

“Thanks Yainis Burgos for moving fast and staying organized to centralize tracking methods across the team so there is no duplication of work, increased transparency, and alignment on what and how campaigns are being tracked” - Alyssa Chen, Marketing Operations Meta

Thank you so much, Yainis, for reviewing the Blueprint Practice Exam items and mapping them to the relevant courses. Your work ​as a subject matter expert to make sure practice test and exam items are aligned with content updates and product changes is ​critical in the exam development and maintenance process. Your work contributed to the development of fair, valid, and reliable ​practice tests and exams for the Digital Marketing Associate track. The Blueprint team is very thankful for your time and ​contribution! - Debbie Slutzky, Meta Blueprint Team

"Yai, this thanks is long overdue, but I wanted to make sure that I give you your flowers for being one of the BEST #xfn partners I've worked with. Not only did you put your all into the TPM editorial with PowerToFly (which has the most views at 2,000+ of the past four editorials) but you saw an opportunity to uplevel the Attract team on partner-created editorials and took it. I am so grateful for your leadership there. It was the motivation I needed to create the diversity partner editorial playbook for my ops re-org workstream, which will make it so much easier for members of Attract to activate partner editorials. That's how influential you are. IMPACT: Yainis's TPM editorial has the highest number of pageviews (3,243) and unique pageviews (2,784) of all Meta PowerToFly editorials this year. Note: Meta's PowerToFly editorials average around 1,500 pageviews." - Jazmyn Williams, Global Diversity Team Meta