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I’m a creative and strategic marketing leader with 10+ years of international experience across education, media, finance, and non-profit sectors. I excel at building and executing integrated brand marketing programs that deepen audience affinity, expand subscriptions, and fuel customer lifecycle growth. I blend storytelling with data-driven insights to elevate brand identity and deliver measurable impact, and I’m known for leading cross-functional teams to build culturally resonant, emotionally engaging brands.…I’m a creative and strategic marketing leader with 10+ years of international experience across education, media, finance, and non-profit sectors. I excel at building and executing integrated brand marketing programs that deepen audience affinity, expand subscriptions, and fuel customer lifecycle growth. I blend storytelling with data-driven insights to elevate brand identity and deliver measurable impact, and I’m known for leading cross-functional teams to build culturally resonant, emotionally engaging brands.

Donna Dias Manuel

Brand Strategist, Marketing Strategist, Growth Marketer, +2

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I’m a creative and strategic marketing leader with 10+ years of international experience across education, media, finance, and non-profit sectors. I excel at building and executing integrated brand marketing programs that deepen audience affinity, expand subscriptions, and fuel customer lifecycle growth. I blend storytelling with data-driven insights to elevate brand identity and deliver measurable impact, and I’m known for leading cross-functional teams to build culturally resonant, emotionally engaging brands.…I’m a creative and strategic marketing leader with 10+ years of international experience across education, media, finance, and non-profit sectors. I excel at building and executing integrated brand marketing programs that deepen audience affinity, expand subscriptions, and fuel customer lifecycle growth. I blend storytelling with data-driven insights to elevate brand identity and deliver measurable impact, and I’m known for leading cross-functional teams to build culturally resonant, emotionally engaging brands.

Available to hire

I’m a creative and strategic marketing leader with 10+ years of international experience across education, media, finance, and non-profit sectors.

I excel at building and executing integrated brand marketing programs that deepen audience affinity, expand subscriptions, and fuel customer lifecycle growth. I blend storytelling with data-driven insights to elevate brand identity and deliver measurable impact, and I’m known for leading cross-functional teams to build culturally resonant, emotionally engaging brands.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Language

English

Fluent

Work Experience

Senior Marketing Manager at ApplyBoard Inc

May 1, 2021 - May 1, 2025

Spearheaded value-based, integrated brand and lifecycle marketing campaigns, driving 35% overall enrollment growth in 2023 across higher-education partners. Led multi-channel programs (emails, webinars, SEM, newsletters, FAM trips, events) and mentored cross-functional teams. Co-created the ApplyBoard Alumni of Impact Awards to celebrate changemakers. Improved branded search by 25% and video engagement by 15%. Directed onboarding, engagement, reactivation, and retention via segmentation and trigger-based journeys, boosting activation by 17% and long-term engagement by 26%. Built sales playbooks and lifecycle journeys for ApplyBoard’s 360 Solutions, partnering with TD Bank and RBC GICs to drive adoption. Relaunched and scaled the Preferred Partners loyalty program globally to enhance partner retention and tier progression. Established test-and-learn roadmaps across email and digital channels to optimize performance.

Client Advisor at Royal Bank of Canada

November 1, 2019 - May 1, 2021

Supported retail branch client growth and retention; achieved top-tier Net Promoter Score and solid sales performance. Recipient of RBC Top Performer 2020 Award.

Author | Editor-in-Chief at Leadstart Publishing / Bangkok Mothers & Babies International (BAMBI)

January 1, 2015 - October 1, 2019

Creative sabbatical for relocation and parenting; authored and marketed two women’s fiction novels: Love is Never Easy (e-novel, 2017) and What Makes Us Alike (2021). Developed content strategies, influencer outreach, and social media campaigns. Served as Editor-in-Chief of BAMBI News, mentoring a multicultural team of 8 and managing editorial calendars and content curation. Partnered with non-profit leaders to design campaigns converting awareness into support; led community and charity initiatives.

Senior Manager - Marketing at HT Media Limited (Hindustan Times)

September 1, 2010 - December 1, 2014

Led a regional marketing team; built operational frameworks to execute integrated campaigns across print, digital, radio, and events, boosting reader subscriptions by 43%. Promoted to Senior Marketing Manager with expanded responsibilities for brand strategy and market launches for satellite city editions. Led award-winning campaigns such as No TV Day, Fitter Mumbai, and HT Most Stylish Awards; improved NPS by 20 points and strengthened brand affinity by 33%.

Account Director – Client Servicing at Candid Marketing Pvt. Limited

January 1, 2008 - September 1, 2010

Led a team delivering omnichannel brand activations, generating INR 95M+ in revenue. Managed key clients including Mondelez, General Mills, Unilever, Godrej, Nissan Auto, and STAR TV; earned two promotions for leadership and client success.

Operations Analyst at J.P. Morgan Chase

February 1, 2005 - June 1, 2006

Led a high-impact process migration from the U.S. to India to ensure business continuity and operational excellence. Supported US Securities Operations in resolving failed trades and reconciling cash dividend and municipal bond payment discrepancies.