Briana Cervantes
Product Marketing Manager, Mattress @Ashley Global Retail
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WORK HISTORY
Product Marketing Manager, Mattress @Ashley Global Retail
Tampa, FL, US
Leads product marketing for the mattress retail category working cross functionally with sales, vendor partners, creative and marketing channels to ensure teams are adhering to brand guidelines and are kept informed of all marketing communications for the mattress category-Conducted over 70 hours of research to create and present go to market strategies for 7 national product launches as well as 4 national mattress brand campaigns-Manages relationships with 4 bedding vendors for 631 locations being the main contact for the category-Oversees the creation of co-branded assets with mattress vendors, including in-store signage, digital and social totaling more than 60 product SKU tags, five catalogs, promotional digital content, and activation events-Represented the corporate team at 4 licensee seminars to present upcoming strategy plans and recommended best practices to build marketing plans at the local level-Collaborated with interior designers and store managers to update over 20 mattress galleries nationwide-Facilitated a 2 day story brand workshop with leadership and representatives from each area of the company focusing on customer segmentation to better define positioning for the Ashley rebrand, presenting teams’ progress throughout and the final brand script to participants and executives.
EDUCATION
University of South Florida
Bachelor’s Degree, Psychology
University of South Florida Muma College of Business
Master of Science - MS, Marketing
SKILLS
ABOUT BRIANA CERVANTES
I am a motivated self starter who is always looking for opportunities to learn and grow. When I do something, I give it my all. I enjoy getting the chance to tell stories and connect with audiences through marketing campaigns. Being able to use my knowledge and research skills from my psychology background in marketing has been such a huge help when building strategies for products. Currently I do that at Ashley within the mattress category. I am constantly looking for a way to improve every product campaign by testing new creative to see what resonates better with audiences when it comes to their sleep. I work closely with all the big brands in sleep to create cobranded marketing campaigns to establish Ashley as the #1 destination for mattress shoppers. I take inspiration from all product campaigns and take what has been successful and find a way to utilize it for the mattress category. Each campaign has outperformed the last and we\'ve had amazing feedback from the mattress vendors we work with. I aim to think outside the box and let the product shine.
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