Arlene Rivera

Strategic Partnerships & Growth - Cultivate strategic growth partnerships with healthcare and pharmaceutical advertisers, leveraging Nielsen's world premier media intelligence platform. - Advise healthcare marketing leaders on market dynamics and audience behavior, utilizing data-driven insights to optimize cross-channel engagement strategies. - Drive revenue growth by aligning Nielsen’s audience insights and cross-platform measurement data analytics with the specific KPIs of pharma clients to improve mix marketing models, media buying and selling efficiencies. Data & Analytics Leadership - Transform complex audience data into actionable intelligence, empowering clients to understand evolving consumer behaviors across all media platforms and channels. - Utilize Nielsen’s global measurement solutions to provide independent, objective analysis that underpins essential media transactions for healthcare stakeholders. - Enable data-backed decision-making for clients by delivering deep-dive insights into market trends and audience sentiment within the highly regulated healthcare sector. Impact-Oriented - Empower healthcare and pharma advertisers to leverage Nielsen full ecosystem solutions to connect more authentically with audiences through a comprehensive understanding of people-centric data and future-facing media trends. - Facilitate the creation of high-impact media by providing the independent intelligence necessary for advertisers to engage audiences effectively in a fragmented media landscape.

- Led cross-functional teams with a focus on innovation, leveraging market trends and consumer data insights to deliver impactful, results-driven marketing and advertising solutions. - Built and led a high-performing team of 40+ sales and marketing executives across major U.S. markets (New York, Miami, Atlanta, Chicago, Los Angeles, Dallas) promoting a culture of collaboration, accountability, and performance excellence. - Managed 100+ client accounts and 50+ ad agencies, driving growth and retention across key verticals including retail, food & beverage, CPG, health, and automotive. - Oversaw a $20M revenue portfolio and consistently surpassed sales goals—achieving 128% in Q2 2025, 103% in 1H 2025, 104% in 2024, and 103% in 2023. - Collaborated closely with executive leadership on sales forecasting, P&L oversight, strategic planning, and organizational growth. - Adapted quickly to shifts in the media landscape, championing a digital-first, data-informed strategies that drove performance and efficiencies for our partners. - Created integrated digital and linear campaigns leveraging streaming video and audio, display, email and mobile – tailored to brand KPIs and attribution models including view-through and foot traffic. - Championed creative innovation collaboration with creative services team to implement AI technology to enhance engagement and campaign performance. - Used Salesforce and Matrix Monarch to manage pipeline, forecasting, team performance, and communication. - Proficient in Microsoft Office Suite: Excel, PowerPoint, Word, Outlook, Teams, SharePoint and OneDrive. - Broadcast Affiliates: Univision, UniMás. Digital: ViX, UNOW, Uforia. - Bilingual Fluency in English and Spanish. TelevisaUnivision National Sales Manager: Tampa, Orlando, Atlanta, Raleigh

- Led a top-performing local sales and marketing team—setting strategic goals, managing operations, and mentoring account executives to exceed targets. - Developed go-to-market strategies for Hispanic and Spanish-speaking audiences, leveraging Univision’s cross-platform assets to drive results. - Created digital-focused campaigns with streaming video, audio, and display retargeting-leveraging view-through and foot traffic attribution-while driving brand awareness through an aligned linear strategy. - Built trusted relationships with advertisers and agencies, strengthening partnerships, engagement, and loyalty. - Developed and facilitated sales training programs focused on consultative selling, campaign strategy, vertical positioning, and ROI optimization. - Partnered cross-functionally with legal, finance, marketing, and research teams to ensure strong operational alignment. - Used Salesforce to manage pipeline, forecasting, performance tracking, and team communication. - Proficient in Sales Systems including Strata, WideOrbit, MediaRadar, AExpress, Darwin. Univision & UniMás Sales Manager: Tampa

- Drove local business growth by identifying and converting zero-share accounts into high-value clients across categories including healthcare, retail, QSR, and education. - Created customized multi-channel campaigns with local businesses and agencies to meet client goals, needs, and target audience. - Executed integrated campaigns across TV, streaming, digital audio, email, mobile, and social to grow market share and brand exposure. - Analyzed campaign results with research team to align media performance with KPIs and optimize future strategy. - Broadcast Affiliates: Univision, UniMás. Digital: Pulpo.

- Cultivated and expanded key agency and client relationships across multiple sectors, including automotive, food & beverage, and legal, resulting in increased share of spend and long-term retention. - Developed insight-driven, multi-platform campaigns tailored to business goals and target audience behavior. - Led creative planning and production efforts in collaboration with the creative services team to ensure consistent brand messaging across broadcast television, digital, mobile, and direct mail campaigns. - Analyzed campaign performance and attribution, presenting insights to the strategy and management team to drive upsell opportunities and strengthen account retention. Sinclair Broadcast Group WTTA WB38, Great38

- Led market research, consumer data and media trend analysis across linear, digital, mobile, social and direct mail channels to uncover audience insights and guide go-to-market strategies. - Developed and delivered performance reports to verify attribution—including coupon redemptions, foot traffic, in-store purchases, email matchbacks, online shopping, web visits, and view-through metrics—enabling media mix optimization and data-driven decision-making. - Created customized sales enablement tools—including presentations and marketing collateral—to support business development, increase revenue, and strengthen client relationships. - Utilized Nielsen, Scarborough, Simmons, Kantar, Marketron, and WideOrbit to support research, planning, and performance analysis.

- Delivered targeted marketing solutions by supporting Valpak’s national sales division with consumer research and performance reporting for direct marketing and digital campaigns across key verticals including retail, consumer packaged goods CPG and entertainment. - Leveraged commerce platform data—including transaction records, coupon activity, and shopper behavior profiles—to create audience segments and insight-driven strategies that improved campaign precision and ROI. - Created unique consumer profiles and audience segmentation models using Nielsen, Claritas, PRIZM/Mosaic, and MRI/Simmons to help marketers identify and engage high-value shopper segments. - Utilized client proprietary CRM and customer sales data to develop personalized campaign models that enhanced shopper engagement and drive measurable outcomes.

Tampa, Florida

Tampa, FL