Jenny Cueva

About Jenny Cueva

Demonstrating Marketing\'s value is non-negotiable. But when company culture is slow to innovate, and we\'re fighting deep operational silos and fragmented data, we\'re set up to fail. I get it—I have been there.Time and time again, I have seen wasted spend, lousy ROI, and diluted brand equity due to a lack of integration. Successful transformation demands discipline, focus, and a clear understanding of how strategic positioning, scalable frameworks, and data accelerate organic growth.My approach establishes trackability, visibility, and accountability across the business:Audit & Integrate: I assess the sales and marketing funnel for gaps in process and talent. This includes performing due diligence during acquisition integrations to ensure new entities are unified under a scalable marketing infrastructure rather than left as silos.Prioritize & Price: We’ll define a six-month roadmap focused on high-value campaigns and robust pricing strategies that reflect our true market value and drive immediate margin improvement.Launch & Scale: I lead the creation of Go-to-Market (GTM) strategies with built-in tracking. This ensures full lead source visibility and allows us to build brand equity through consistent, data-driven messaging across all channels.Grow & Align: By cultivating a test-and-learn culture and implementing smart dashboards, we move beyond \"vanity metrics\" to true ROI analysis. I bridge the gap to ensure shared accountability and a unified vision for digital transformation.This is how I drive organic growth and position marketing not just as a cost center, but as a primary engine for business evolution.I love talking to executives about how to lead the adoption of digital innovation to create breakthrough products and solutions that position the team as leaders in the digital landscape.

Experience

1. Director, Global Digital Marketing

   HuFriedyGroup

   May 2021 — Present · Chicago, IL, US

   Responsible for leading the strategic marketing roadmap, centralized implementation of data, and digital marketing solutions across HuFriedyGroup brands in NA, EMEA, LATAM, China, Japan, Australia, NZ, with 6 direct and indirect reports. Drove 1,621% ROI by leading multi-channel digital strategy for a major NPD launch. Launched breakthrough digital product, achieving 33%+ first-year profitability. Spearheaded integrated marketing campaigns, improving operational efficiency and consolidating solutions, reducing the average time-to-market for assets by 10 days. Elevated campaign performance to drive significant revenue growth, increasing our consumer engagement 20%+ Leveraged deep ecosystem knowledge to consistently improve digital channel performance by 15%+ annually, overhauling the SEO strategy and optimizing the affiliate program to target new, profitable customers.Areas of Oversight:• Global Oversight• Brand Centralization• Digital Strategy & Technology• Commercial Execution & Growth• Customer Experience (CX)• Marketing Automation• Data, Analytics, & Attribution• Data Governance• Attribution & Analytics• Performance Monitoring• Technology & Tools• Platform Management• E-commerce• SEO, SEM, PLA\'s/CSE\'s, Affiliates• Email Marketing• Audience Targeting• Creative Campaigns• Strategic Leadership & Team Development

Education

• DePaul University

  Bachelor, Integrated Marketing Education

  2002 — 2005

• Cornell University

  Business Administration/ Women in Business

  2019

• DePaul Driehaus College of Business

  MBA, Marketing Management, Strategy and Planning

  2011