Marta Arcones Franco

About Marta Arcones Franco

The first week I spent at boarding school in Hawai’i began with an unforgettable moment—a ballistic missile threat alert flashing on my phone screen. The message, later confirmed to be a false alarm, had one extra word: “NOT.” Those three extra letters turned a peaceful Saturday into panic for thousands, and sparked in me a deep appreciation for the power of language. Since then, I’ve dedicated myself to harnessing that power through marketing and brand storytelling —and the consequences of miscommunication.Today, I’m a curiosity-led marketer with a global perspective working at the intersection of brand strategy, narrative development, and campaign execution. I specialize in translating insights into clear, compelling messaging that builds brand equity and drives results. From crafting positioning frameworks to leading multi-platform content strategies, my work is rooted in clarity, consistency, and emotional connection.

Experience

1. International Marketing Associate

   Hyatt

   Aug 2024 — Present · San Francisco, CA, US

   Coordinate and execute promotional campaigns for Mexico and LATAM• Help track and analyze campaign performance• Manage the email calendar for assigned markets• Develop strategic and targeted content to drive brand/resort engagement for marketing initiatives including email campaigns articles, digital and print advertising, promotional and event-specific materials, videos and social media efforts to enhance the brand’s online presence• Support the Senior Marketing Manager in the creation of assets to sell the resort experience, including video/photography shoots.• Track and report on performance of promotional, monthly, quarterly and annual marketing initiatives• Ensuring all content, imagery and collateral material are adhere to brand standards.• Develop strong relationships with cross-functional and operational leads to ensure all marketing initiatives are fully supported and executed according to brand standards.• Assist in the successful execution of marketing activities meet sales targets and revenue goals as established.• Support the plan and maintenance of budgets for associated brands and projects.• Assist with creation of annual marketing plans, quarterly and adhoc presentations.• Ensuring the Marketing department runs smoothly by handling daily administrative tasks

Education

• Hawaii Preparatory Academy

  High School Diploma

• University of San Francisco

  Minor, Design

• University of San Francisco

  Bachelor's degree, Advertising

  2019 — 2023