Lubna Perez

About Lubna Perez

I’m a brand champion who brings creativity, heart, grit, and strategic thinking to help teams and brands thrive. I believe in staying calm, breathing through the chaos, always learning & asking the right (and sometimes uncomfortable) questions.I’m passionate about People, Data, Resources & Environments that drive & grow business and underpin creative and strategic work - All in support of my Brands, Customers, Employees, Cross Functional, Agency Partners & Stakeholders across dynamic product portfolios. Successfully leveraged my professional experiences and background in Marketing, Finance, Operations & Engineering to complement my deep knowledge of persona/consumer needs states, product launch project mgmt, creative and strategic campaign development and P&L ownership at Fortune 500 FMCG, Public Transportation, MarTech, FinTech, PE & Not-For-Profits. Recognized as a highly engaged and analytical leader who creates strong relationships with internal and external agency and vendor partners. I am also a solution-oriented strategic and tactical leader and have worked across a variety of functions/industries:* Transportation (NJ TRANSIT)* FMCG (Cadbury, Kraft Foods, Mondelēz, Pfizer)* Data & Analytics | Sales Acceleration (D&B)* Sales Finance | Customer Investment Planning (Cadbury)* Corporate Finance (JPMorgan Chase)* Telecommunications (AT & T)* Management Consulting (Deloitte)MY EXPERTISE INCLUDES:* Brand Management: 360 Activation Strategy & Planning (IMC Development and Execution, Advertising, GTM Strategy, Digital & Social Media Strategy, Hispanic Strategy, Sponsorships, Licensing, Consumer Promotions, PR, Trade Strategy)* Relationship Mgmt: Agency Partners, LOB Partners, Cross Functional Partners, External Alliances & Vendor Relationships, Tiger Team Mgmt* Operations: Program Mgmt, Process Improvement, Inventory Mgmt* Product Development: Commercialization of New Products & Packaging* Business Analytics: LLM, Advertising and Brand Tracking, Marketing Mix Analysis, BASES, SWOT+4P Analysis, Insights Audit* Finance: Budget Mgmt, Forecasting, P&L Analyses, Customer Investment Planning, Pro Forma Mgmt Accounting, Fundraising* Retail Strategy: Growth Strategy, Shopper Marketing Strategy, Product Rationalization* Merger Integration: Team Building, Change Mgmt, Agile | 6 Sigma | TQM & Productivity ProjectsSYSTEMS & DATA KNOWLEDGE:* AI Prompting, Power BI, HubSpot, Salesforce, Tableau, Circana (IRI NPD), Nielsen, CAF, Campaign Monitor, Sprout Social, SAP, Muse, Spark, Cognos, DataAlchemy, Oracle Financials

Experience

1. Sr Director, Marketing & Business Development

   NJ TRANSIT

   Jun 2025 — Present

   NJ TRANSIT is the nation\'s largest statewide public transportation system providing more than weekday trips on 263 bus routes, 3 light rail lines, 12 commuter rail lines and through Access Link paratransit service. It is the 3rd largest transit system in the country with 165 rail stations, 62 light rail stations and more than bus stops linking major points in New Jersey, New York and Philadelphia. As a major infrastructure asset, it plays a key role in sustainability and emergency response. —* Sr. Director, Marketing & Business Development Drive revenue, ridership growth, and CX through innovative marketing strategies and strategic business partnerships. This includes developing and executing comprehensive marketing and branding campaigns, analyzing market trends to identify new opportunities, building and managing key relationships with clients and partners, and overseeing business development initiatives to secure and enhance revenue streams. Coordinate efforts across internal departments, agency partners & government entities, manage marketing budgets, and ensure alignment with overall strategic goals.• Created and launched ‘Safe Passage,’ NJ TRANSIT’s FIFA World Cup 2026 public safety campaign to combat human trafficking, activating major transit hubs with multilingual messaging, enhanced reporting tools, frontline training, and athlete ambassador partnerships.September’25 Certification: Texas A&M Engineering Extension Service (TEEX)- Jurisdictional Crisis Emergency Management, Emergency Operations Center (EOC)

Education

• NYU Stern School of Business

  Master of Business Administration - MBA, in Marketing and Strategy

• Stevens Institute of Technology

  Bachelor of Engineering - BE, with Minor in Economics; MS in Technology Management

• Texas A&M University

  Certificate, Jurisdictional Crisis Emergency Management – EOC IMS655

Skills

• Investment Management
• Trading
• Fixed Income
• Project Finance
• Budgets
• Brand Awareness
• Finance
• Agency Agreements
• Event Planning
• Portfolio Management
• Project Management
• Business Relationship Management
• Customer Insight
• Securities
• Business Process Improvement
• Project Planning
• Analytics
• Public Relations
• Marketing Management
• Market Analysis
• Project Coordination
• Investments
• Asset Management
• Marketing Communications
• Financial Analysis
• Hispanic Marketing
• Project Execution
• Financial Planning
• Budgeting
• Budget Preparation
• Strategic Financial Planning
• Business Analysis
• Financial Services
• Leadership
• Project Delivery
• Advertising
• Series 63
• Marketing
• Equities
• Capital Markets