Open to opportunities

Fabiola Peniza

@fabiolapeniza

Digital marketing analyst at Oriental Bank turning acquisition and customer data into growth strategies across financial products.

United States

Message

What I'm looking for

I’m interested in the intersection of Performance Marketing, Digital Acquisition, and Marketing Analytics—using data not just to report what happened, but to understand why it happened and determine what to do next.

At Oriental, I work within Growth & Performance to support digital acquisition across Commercial Banking and Mortgage products. I analyze full-funnel performance and turn customer and campaign insights into recommendations that improve acquisition and the digital customer journey.

I lead marketing-side optimization of the Velocify mortgage lead-management workflow, including lead-source mapping, prioritization logic, testing, and reporting requirements. I also support CRM and lifecycle initiatives across Salesforce Marketing Cloud and Pardot, and develop reporting in Looker Studio, Power BI, and Excel.

Before Oriental, I managed digital strategy and client relationships at Gravital across financial services and insurance accounts, and worked on integrated campaigns at de la cruz. At Misla Hotel Group, I led the concept, branding, digital strategy, website development, and implementation of Boyant, a travel platform for hotel bookings and event ticket purchases that promoted tourism to Ponce.

Experience

Work history, roles, and key accomplishments

Current

Analyst Digital Marketing

Current

Oriental

Jun 2024 - Present (2 years 4 months)

Work within the Growth & Performance function, supporting digital acquisition and performance strategy across Commercial Banking and Mortgage products.

• Drive performance and acquisition strategies across multiple financial products, using customer and campaign data to identify growth opportunities and optimize the digital customer journey.
• Analyze full-funnel performance across traffic, leads

Marketing Specialist

Gravital

Feb 2023 - May 2024 (1 year 3 months)

Managed digital strategy, performance analysis, and client relationships across financial services and insurance accounts.

• Developed and managed digital strategies across paid media, website, email marketing, content, SEO, and lead-generation initiatives.
• Analyzed campaign and website performance using Google Analytics, Looker Studio, Google Search Console, HubSpot, and Excel to identify opti

Account Executive

de la cruz

May 2021 - Feb 2023 (1 year 9 months)

Managed client relationships and integrated marketing initiatives for leading restaurant and retail brands in Puerto Rico.

• Served as a direct point of contact for brand marketing leaders, coordinating campaign strategy, execution, proposals, and performance presentations.
• Managed 360° marketing campaigns across TV, radio, OOH, print, Google, Meta/social media, influencer marketing, and consum

Marketing Director

Misla Hotel Group

Nov 2020 - Apr 2021 (5 months)

Managed end-to-end marketing across multiple hospitality properties, supporting digital presence, customer acquisition, brand visibility, and revenue-generating initiatives during the COVID-19 period.

• Managed digital advertising, social media, website content, email marketing, PR, partnerships, influencer marketing, and hotel booking platforms.
• Developed and coordinated promotional events and

Hotel Marketing Manager

Misla Hotel Group

Jul 2020 - Nov 2020 (4 months)

Supported marketing strategy and execution across three hospitality properties, managing social media, digital advertising, content production, email marketing, website updates, partnerships, and promotional events.

• Managed monthly social media content planning and supported paid campaigns through Google and Meta.
• Coordinated hotel photography and content production while supporting online bo