Karen Rodriguez Rodriguez

I lead marketing for Office Line, an Australian furniture company supplying schools, universities, and commercial spaces. My focus is building the kind of marketing that earns commercial outcomes AND brand presence. I oversee a portfolio of digital and creative agencies, sponsorships, lead management companies, and digital projects, directing marketing operations from strategy through to execution. My focus is designing multi-channel strategies that build brand authority, expand visibility, and convert attention into measurable results: leads, sales, and revenue growth. As the brand's persona, I represent the company at events and industry forums to position marketing as a primary engine of business growth, not a support function.

I am in charge of the creation, development and execution of the entire marketing strategy, elevating the brand's digital presence and building industry authority. I also create, Manage, and optimise social media platforms, email marketing campaigns, website content, and SEO/SEM initiatives, increasing engagement and brand awareness. Led client photography sessions, coordinated and executed the events where we participated as exhibitors, and generated monthly reports based on data analysis from GA4, Meta Business, LinkedIn and so on.

Captured high-quality images of approximately 5 cars daily for advertising across online marketplaces and the company website, significantly enhancing product visibility. Created and managed engaging social media posts and Google Ads, driving substantial customer interaction. Implemented and coordinated a successful referral program, fostering customer loyalty and boosting brand advocacy.

Led a diverse team of 12 people in crafting compelling product content that maximised customer understanding and accelerated purchase conversions. Rigorously ensured quality commercial attributes, prioritising customer needs and streamlining the purchase process with meticulous consideration for UX/UI elements. This approach effectively bridged the gap between online and offline experiences, fostering a positive brand image and enhancing customer satisfaction.

Led a team of 7 in the coordinated execution of printed and digital catalogues, web events, email campaigns, and content generation and distribution, ensuring strategic alignment with the marketing plan and budgetary constraints. Participate, from the content point of view, in the development of approximately 20 campaigns annually from conception to completion, adeptly managing budgets, timelines, resources, and collaborations with external partners including photographers, designers, and creative agencies.

Managed the distribution of content across 12 annual campaigns, optimizing alignment and performance across diverse online and offline marketing channels. Collaborated effectively with three external digital and content agencies, overseeing briefings and deliverables for maximum impact. Managed the comprehensive development of catalogues, coordinating designers, agencies, producers, and printers, while seamlessly integrating the commercial strategy with BDM and product specialists to achieve optimal campaign effectiveness.

Led the creation and distribution of approximately 20 seasonal catalogues per year, overseeing the production of 300,000 printed units each for two distinct brands, ensuring alignment with the company's overarching commercial strategy. Collaborated closely with a team of 8 graphic designers and 2 copywriters to meticulously secure brand consistency and identity. Served as the primary point of contact for over 20 product specialists and business developers, ensuring catalogues accurately captured their specific commercial goals.