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Carmen Henriquez Salman

@carmenhenriquezsalma

Email and lifecycle marketer at ITC Global who improved open rates from 13% to roughly 30% for campaigns reaching 40,000+ contacts.

United States

Message

At ITC Global, I managed email and lifecycle campaigns for 40,000+ contacts, raising open rates from 13% to roughly 30% and cutting unsubscribe rates 25% through segmentation and continuous testing.

I also produced campaign content across email, blogs, social, video, and web, and led a brand and content rebrand. My work included LinkedIn strategy and content, which grew followership 36%.

As Marketing Coordinator at ITC Global, I handled day-to-day content execution across email, social, and website, building the audience and editorial foundation for the strategy role that followed.

Earlier, I supported brand marketing for Emperador and Giro at PepsiCo Mexico Foods, including campaign execution, sales analysis, budget planning, and product launches. As a freelance Brand & Digital Content Consultant, I worked with healthcare, wellness, NGO, and consumer clients on content strategy and execution.

Experience

Work history, roles, and key accomplishments

Digital Marketing and Outreach Coordinator

ITC Global

Jun 2025 - Apr 2026 (10 months)

Owned marketing strategy and content planning for a B2B language services provider, managing email and lifecycle campaigns for 40,000+ contacts. Improved open rates from 13% to roughly 30% and cut unsubscribe rates 25% through segmentation and testing.

Email Marketing Lifecycle Marketing Segmentation A B Testing Content Strategy HubSpot Brevo SEO LinkedIn Strategy Analytics Webinars Brand Rebranding

Marketing Coordinator

ITC Global

Nov 2021 - Jun 2025 (3 years 7 months)

Owned day-to-day content execution across email, social, and website, building the audience and editorial foundation later scaled into a strategy role.

Content Creation Email Marketing Social Media Website Management

Marketing Intern

PepsiCo Mexico Foods

Nov 2019 - Jun 2021 (1 year 7 months)

Supported brand marketing for two FMCG biscuit brands, including campaign execution, sales analysis, budget planning, and product launches, collaborating with internal and external teams.

Campaign Execution Sales Analysis Budget Planning Product Launch Cross Functional Collaboration

Brand & Digital Content Consultant

Freelance

Jan 2016 - Dec 2019 (3 years 11 months)

Owned content calendar, strategy, and execution for healthcare, wellness, NGO, and consumer clients, building brand identity and community presence across Instagram and web.

Content Strategy Content Calendar Brand Identity Instagram Web Content