Available to hire
I’m Paulina Cerdas, a strategic project and operations leader with 9+ years driving complex, multi-stakeholder initiatives in fast-paced tech environments. I translate business goals into executable roadmaps, coordinate cross-functional teams, and bring clarity to ambiguity through strong governance, risk management, and performance tracking—always with a focus on measurable outcomes.
With a communications sciences foundation and hands-on AI/ML and automation fluency, I’m especially effective at aligning technical and non-technical stakeholders. I’ve led publishing and digital experience delivery at scale (ServiceNow), managed global marketing automation and event operations (VMware), and built data-driven campaign strategy and measurement (Diageo), strengthening execution, stakeholder trust, and operational efficiency wherever I work.
Skills
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Language
Spanish; Castilian
Fluent
English
Advanced
Italian
Beginner
Work Experience
Publishing Lead & Web Developer at ServiceNow (AI/Cloud Platform)
November 1, 2023 - PresentLed end-to-end digital experience platform initiatives supporting 4M+ monthly leads across 20+ deliverables weekly. Managed governance frameworks, approval workflows, and cross-team dependencies (product, engineering, marketing) to ensure quality and timeline adherence at scale. Architected and deployed a Python-based QA validation tool (v1–v4), reducing manual review cycles by 40%. Built conversational AI agents with Google Dialogflow CX to automate operational workflows and improve team efficiency. Designed a self-publishing governance framework using RACI matrices, approval workflows, and training documentation while transitioning from centralized to distributed publishing. Implemented analytics and decision support with Power BI and Google Workspace to track performance, identify bottlenecks, and optimize resource allocation; increased engagement metrics by 15%.
Marketing Automation Specialist II & Project Lead at VMware
January 1, 2022 - October 31, 2023Led VMware Explore, a global multi-cloud event across 5 regions and 20+ cross-functional stakeholders, managing dependencies, timelines, and budgets. Delivered 120% above engagement targets and $1M+ in measurable ROI. Designed and executed optimized campaign workflows using Marketo, Salesforce, and AEM, and applied CI/CD and DevOps methodologies to streamline execution across distributed teams. Served as the primary communication hub between technical teams, leadership, and customer-facing groups, resolving cross-functional conflicts through clear dialogue while maintaining alignment under tight deadlines.
Marketing Automation Specialist II & Project Lead at VMware (Global Cloud/Virtualization Leader)
January 1, 2022 - October 31, 2023Led VMware Explore across 5 regions with 20+ cross-functional stakeholders, managing dependencies, timelines, and budgets. Delivered 120% above engagement targets and $1M+ in measurable ROI. Designed and executed optimized campaign workflows using Marketo, Salesforce, and Adobe Experience Manager (AEM). Implemented CI/CD and DevOps methodologies to streamline execution cycles across distributed teams. Served as a key communication hub between technical teams, leadership, and customer-facing stakeholders—resolving cross-functional conflicts through clear dialogue, maintaining alignment, and keeping delivery on track under tight deadlines.
Marketing Strategist & Project Team Lead at Diageo
January 1, 2021 - December 31, 2021Led a 6-person team delivering global communication campaigns using data-driven strategy for brands including Johnny Walker, Tanqueray, Smirnoff, J&B, and Baileys. Delivered $1M+ in ROI within 9 months through strategic planning, team coordination, and performance optimization. Designed and implemented performance measurement systems for campaign tracking and ROI analysis, creating frameworks that enabled data-driven decision making across projects.
Marketing Strategist & Project Team Lead at Diageo (Multinational F&B)
January 1, 2021 - December 31, 2021Led a 6-person team executing global communication campaigns with a data-driven strategy. Delivered $1M+ in ROI for Johnny Walker, Tanqueray, Smirnoff, J&B and Baileys within 9 months through planning, team coordination, and performance optimization. Designed and implemented performance measurement systems for campaign tracking and ROI analysis, creating frameworks that enabled continuous optimization and data-driven decision-making across projects.
Education
Master in AI & Innovation Management at Bologna Business School
January 1, 2026 - September 22, 2026Master in Big Data & Business Intelligence at University Isabel I
January 1, 2023 - December 31, 2023Master in Business Administration at University Isabel I
January 1, 2023 - December 31, 2023Bachelor in Communications Sciences at University of Costa Rica
January 1, 2022 - December 31, 2022Master in AI & Innovation Management at Bologna Business School
January 1, 2026 - September 22, 2026Master in Big Data & Business Intelligence at University Isabel I
January 1, 2023 - December 31, 2023Master in Business Administration at University Isabel I
January 1, 2023 - December 31, 2023Bachelor in Communications Sciences at University of Costa Rica
January 1, 2022 - December 31, 2022Qualifications
DevOps
January 1, 2023 - September 22, 2026Project Management
January 1, 2023 - September 22, 2026Inbound Marketing
January 1, 2021 - September 22, 2026Web Developer
January 1, 2025 - September 22, 2026Artificial Intelligence and Finance
January 1, 2026 - September 22, 2026Data Mining & ML Pipelines
January 1, 2026 - September 22, 2026Customer & Marketing Analytics
January 1, 2026 - September 22, 2026Conversational AI Agent Development
January 1, 2026 - September 22, 2026Artificial Intelligence and Finance
January 1, 2026 - September 22, 2026Web Developer
January 1, 2025 - September 22, 2026Data Mining & ML Pipelines
January 1, 2026 - September 22, 2026Customer & Marketing Analytics
January 1, 2026 - September 22, 2026Conversational AI Agent Development
January 1, 2026 - September 22, 2026DevOps
January 1, 2023 - September 22, 2026Project Management
January 1, 2023 - September 22, 2026Inbound Marketing
January 1, 2021 - September 22, 2026Industry Experience
Software & Internet, Professional Services, Media & Entertainment, Consumer Goods, Education, Computers & Electronics
Skills
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
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