Hi, I'm Mariana Vega, a strategic and data-driven marketing leader with over 14 years of experience helping digital brands grow and engage their audiences. Currently, I lead the social media division at Serotina Media, managing multi-platform strategies and campaigns for well-known clients like FIJI Water Canada and Indigo. I enjoy blending creativity with analytics to deliver high-impact results and lead talented remote teams. Throughout my career, I've gained hands-on experience growing audiences, optimizing paid campaigns, and boosting community engagement through influencer partnerships. I'm passionate about driving meaningful brand connections and continuously learning to stay ahead in the dynamic Canadian market.…

client

Hi, I'm Mariana Vega, a strategic and data-driven marketing leader with over 14 years of experience helping digital brands grow and engage their audiences. Currently, I lead the social media division at Serotina Media, managing multi-platform strategies and campaigns for well-known clients like FIJI Water Canada and Indigo. I enjoy blending creativity with analytics to deliver high-impact results and lead talented remote teams. Throughout my career, I've gained hands-on experience growing audiences, optimizing paid campaigns, and boosting community engagement through influencer partnerships. I'm passionate about driving meaningful brand connections and continuously learning to stay ahead in the dynamic Canadian market.…

Available to hire

Hi, I’m Mariana Vega, a strategic and data-driven marketing leader with over 14 years of experience helping digital brands grow and engage their audiences. Currently, I lead the social media division at Serotina Media, managing multi-platform strategies and campaigns for well-known clients like FIJI Water Canada and Indigo. I enjoy blending creativity with analytics to deliver high-impact results and lead talented remote teams.

Throughout my career, I’ve gained hands-on experience growing audiences, optimizing paid campaigns, and boosting community engagement through influencer partnerships. I’m passionate about driving meaningful brand connections and continuously learning to stay ahead in the dynamic Canadian market.

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Language

Spanish; Castilian
Fluent
English
Fluent
French
Intermediate

Work Experience

Content Creator at Avoy
January 1, 2020 - July 18, 2025
Designed social media strategies integrated with email and digital channels, improving campaign consistency by 40%. Increased audience engagement by 15% and improved content performance by 25% through continuous analytics review.
Director of Social Media (Team Lead) at Serotina Media
January 1, 2020 - Present
Appointed Interim CEO for two months, overseeing full client and team operations across accounts. Led a cross-functional team of 4 social media specialists, 2 designers, and 2 web developers. Developed and executed omni-channel strategies that increased engagement by 45% and reach by 60% within the first year. Increased online follower growth by 35% through performance tracking and paid campaign optimization using Google Analytics and Meta Business Suite. Collaborated with PR, content, design, and ad-buying teams to ensure brand consistency and launch seamless campaigns. Boosted UGC by 55% and brand mentions by 70% through community engagement and influencer partnerships. Delivered ROI improvements of 30% for paid campaigns through data-driven iteration and reporting.
Content Creator at Avoy
January 1, 2020 - July 18, 2025
Designed social media strategies integrated with email and digital channels, improving campaign consistency by 40%. Increased audience engagement by 15% and improved content performance by 25% through continuous analytics review.
Director of Social Media (Team Lead) at Serotina Media
January 1, 2020 - Present
Appointed Interim CEO for two months, overseeing full client and team operations across accounts. Led a cross-functional team of 4 social media specialists, 2 designers, and 2 web developers. Developed and executed omni-channel strategies that increased engagement by 45% and reach by 60% within the first year. Increased online follower growth by 35% through performance tracking and paid campaign optimization using Google Analytics and Meta Business Suite. Collaborated with PR, content, design, and ad-buying teams to ensure brand consistency and launch seamless campaigns. Boosted UGC by 55% and brand mentions by 70% through community engagement and influencer partnerships. Delivered ROI improvements of 30% for paid campaigns through data-driven iteration and reporting.
Marketing Intern at Avoy
January 1, 2020 - July 16, 2025
Managed @avoytravel Instagram account by developing and executing targeted social media strategies aligned with broader marketing campaigns. Boosted engagement by 15% and increased brand visibility. Built and managed streamlined content pipelines integrating brand messaging across social media, email, and digital campaigns, enhancing campaign consistency by 40%. Monitored platform trends and key performance metrics, refining outreach tactics and improving content performance by 25% quarter over quarter.
Social Media Team Lead at Serotina Media
January 1, 2020 - Present
Led a team of 4 social media specialists and 2 designers to develop and implement multi-platform strategies, increasing engagement by 45% and reach by 60% within the first year. Enhanced brand presence and follower count by 35% using analytics tools like Google Analytics and Meta Business Suite. Oversaw daily social media operations, improving content delivery timelines by 50% and boosting average post engagement rate by 40%. Coordinated with clients, PR, design, and ad buying teams to ensure brand consistency and seamless campaign execution. Led performance analysis to enhance paid campaign ROI by 30% and managed community engagement and influencer activations, driving a 55% increase in user-generated content and 70% growth in brand mentions over 12 months.
Marketing Intern at Avoy
January 1, 2020 - July 16, 2025
Developed and executed targeted social media strategies aligned with broader marketing campaigns, boosting engagement and brand visibility. Built and managed content pipelines integrating brand messaging across multiple platforms, and monitored trends and key metrics to refine outreach tactics and improve content performance.
Social Media Team Lead at Serotina Media
January 1, 2020 - Present
Developed and implemented multi-platform social media strategies by leading a team of 4 specialists and 2 designers, achieving significant increases in engagement, reach, and follower growth. Managed daily social media operations, optimized content delivery and campaign performance, and coordinated with clients and various teams to ensure brand consistency and successful campaigns. Led community engagement and influencer activations, driving notable growth in user-generated content and brand mentions.
Marketing Intern at Avoy
January 1, 2020 - July 16, 2025
Account managed @avoytravel on Instagram. Developed and executed targeted social media strategies aligned with broader marketing campaigns, boosting engagement by 15% and increasing brand visibility across platforms. Built content pipelines integrating brand messaging via social media, email, and digital campaigns, improving campaign consistency by 40%. Monitored platform trends and KPIs using Meta Business Suite and Google Analytics, refining outreach tactics and enhancing content performance by 25% quarter over quarter.
Social Media Team Lead at Serotina Media
January 1, 2020 - Present
Led a team of 4 social media specialists and 2 designers to develop and implement multi-platform strategies for accounts including FIJI Water Canada, @unefemmewines, and @indigo. Increased engagement by 45% and reach by 60% within the first year. Utilized analytics tools like Google Analytics and Meta Business Suite to increase online followers by 35%. Oversaw daily social media operations, improving content delivery timelines by 50%. Created high-performing, platform-specific content, boosting average post engagement rate by 40%. Coordinated with clients, PR, design, and ad buying teams ensuring brand consistency and smooth campaign execution. Led performance analysis and reporting, enhancing paid campaign ROI by 30%. Managed community engagement and influencer activations, resulting in a 55% increase in user-generated content and a 70% growth in brand mentions over 12 months.
Marketing Intern at Avoy
January 1, 2020 - July 16, 2025
Developed and executed targeted social media strategies that aligned with broader marketing campaigns, boosting engagement by 15% and increasing brand visibility across all platforms. Built and managed streamlined content pipelines, integrating brand messaging across social media, email, and digital campaigns to ensure cohesive storytelling and enhanced campaign consistency by 40%. Monitored platform trends and key performance metrics using tools like Meta Business Suite and Google Analytics, refining outreach tactics and improving content performance by 25% quarter over quarter.
Social Media Team Lead at Serotina Media
January 1, 2020 - Present
Develop and implement multi-platform strategies by leading a team of 4 social media specialists and 2 designers, increasing engagement by 45% and reach by 60% within the first year. Increased brand presence and engagement utilizing analytics tools like Google Analytics and Meta Business Suite, increasing online follower count by 35%. Oversaw daily social media operations, including planning, scheduling, and performance tracking, improving content delivery timelines by 50%. Created high-performing content tailored to each platform and audience, boosting average post engagement rate by 40%. Coordinated with clients, PR, design, and ad buying teams to ensure brand consistency and seamless campaign execution across all channels. Led performance analysis and reporting using Meta Business Suite and Google Analytics, enhancing paid campaign ROI by 30% and optimizing content based on data-driven insights. Managed community engagement and influencer activations, driving a 55% increase in UGC (u
Marketing Intern at Avoy
January 1, 2020 - July 16, 2025
Developed and executed targeted social media strategies aligned with broader marketing campaigns, boosting engagement by 15% and increasing brand visibility. Built streamlined content pipelines integrating brand messaging across social media, email, and digital campaigns, enhancing consistency by 40%. Monitored platform trends and key metrics using Meta Business Suite and Google Analytics, refining outreach tactics and improving content performance by 25% quarter over quarter.
Social Media Team Lead at Serotina Media
January 1, 2020 - Present
Developed and implemented multi-platform social media strategies while leading a team of 4 specialists and 2 designers, resulting in a 45% increase in engagement and 60% growth in reach within one year. Utilized analytics tools like Google Analytics and Meta Business Suite to boost online followers by 35%. Managed daily operations including planning, scheduling, and performance tracking, which improved content delivery timelines by 50%. Coordinated with clients, PR, design, and advertising teams to ensure brand consistency and seamless campaign execution. Led performance analysis and reporting to optimize ROI on paid campaigns by 30%. Managed community engagement and influencer activities, driving significant increases in user-generated content and brand mentions.
Account Manager at Eureka & Co
December 31, 2018 - July 18, 2025
Executed social and influencer campaigns for clients including Google and Uber, increasing engagement by 30% and content reach by 45%. Strengthened partnerships and increased organic brand mentions by 50% through influencer collaboration and community building.
Account Manager at Eureka & Co
December 31, 2018 - July 16, 2025
Planned and executed social media and communication campaigns aligned with marketing strategies, increasing campaign engagement by 30%. Created and published engaging multimedia content tailored to diverse audiences, boosting average post reach by 45%. Fostered relationships with customers, prospects, industry leaders, and influencers, leading to a 50% increase in collaboration opportunities and organic brand mentions.
Account Manager at Eureka & Co
December 31, 2018 - July 16, 2025
Planned and executed social media and communication campaigns aligned with overarching marketing strategies, increasing campaign engagement by 30% across target platforms. Created and published engaging multimedia content (text, image, and video) tailored to diverse audiences, boosting average post reach by 45% and improving content interaction rates. Fostered relationships with customers, prospects, industry leaders, and influencers, leading to a 50% increase in collaboration opportunities and organic brand mentions.
Account Manager at Eureka & Co
January 1, 2018 - July 18, 2025
Executed social and influencer campaigns, increasing engagement by 30% and content reach by 45%. Strengthened partnerships and increased organic brand mentions by 50% through influencer collaboration and community building.
Account Manager at Eureka & Co
January 1, 2018 - July 16, 2025
Planned and executed social media and communication campaigns aligned with overarching marketing strategies, increasing campaign engagement. Created multimedia content tailored to diverse audiences and fostered relationships with customers, prospects, industry leaders, and influencers, leading to an increase in collaborations and brand mentions.
Account Manager at Eureka & Co
January 1, 2018 - July 16, 2025
Planned and executed social media and communication campaigns for accounts like Google Play Music Latam, Cornershop, and Orangetheory Mexico City. Increased campaign engagement by 30%. Created and published multimedia content across diverse audiences, boosting average post reach by 45% and improving interaction rates. Fostered relationships with customers, prospects, industry leaders, and influencers, leading to a 50% increase in collaboration opportunities and organic brand mentions.
Account Manager at Eureka & Co
January 1, 2018 - July 16, 2025
Planned and executed social media and communication campaigns aligned with marketing strategies, increasing campaign engagement by 30%. Created and published multimedia content across diverse audiences, raising average post reach by 45% and improving interaction rates. Fostered relationships with customers, prospects, industry leaders, and influencers, leading to a 50% increase in collaborations and organic brand mentions.
Community Manager at Socialand Digital Agency
December 31, 2015 - July 18, 2025
Managed daily community engagement for multiple consumer brands including Starwood Hotels and The Cheesecake Factory, maintaining a 95%+ response rate. Ran Facebook Ads campaigns achieving a 35% increase in CTR and 25% sales uplift.
Community Manager at Socialand Digital Agency
December 31, 2015 - July 16, 2025
Designed and optimized Facebook Ads campaigns focused on growth and conversion, achieving a 35% increase in click-through rates and 25% lift in sales. Managed online communities and maintained a 95% response rate to user interactions for brands such as Sheraton Mexico City Hotel, Westin Santa Fe, The Cheesecake Factory, and more. Used analytics tools to track sentiment and performance, improving campaign ROI by 20%.
Community Manager at Socialand Digital Agency
December 31, 2015 - July 16, 2025
Designed and optimized Facebook Ads campaigns focused on growth and conversion, achieving a 35% increase in click-through rates and 25% lift in sales across key brand initiatives. Managed online communities for brands such as Starwood Hotels, CPK, The Cheesecake Factory, LALA, and influencers, maintaining high engagement and a 95% response rate to user interactions. Utilized social media analytics tools like Radian6 to track performance and sentiment, enabling data-driven adjustments that improved campaign ROI by 20%.
Community Manager at Socialand Digital Agency
January 1, 2015 - July 18, 2025
Managed daily community engagement for multiple consumer brands, maintaining 95%+ response rate. Ran Facebook Ads campaigns with a 35% increase in CTR and 25% sales uplift.
Community Manager at Socialand Digital Agency
January 1, 2015 - July 16, 2025
Designed and optimized Facebook Ads campaigns focused on growth and conversion, achieving significant increases in click-through rates and sales. Managed online communities for multiple brands, maintaining high engagement and response rates. Utilized analytics tools to track performance and sentiment, and adjusted campaigns to improve ROI.
Community Manager at Socialand Digital Agency
January 1, 2015 - July 16, 2025
Managed Facebook Ads campaigns focused on growth and conversion, achieving a 35% increase in click-through rates and a 25% lift in sales. Handled online communities for clients such as Sheraton Mexico City Hotel, Westin Santa Fe, The Cheesecake Factory, Italiannis, CPK, P.F. Changs, and LALA. Maintained a 95% response rate to user interactions. Used social media analytics tools like Radian6 to track performance and sentiment, improving campaign ROI by 20%.
Community Manager at Socialand Digital Agency
January 1, 2015 - July 16, 2025
Designed and optimized Facebook Ads campaigns focused on growth and conversions, achieving 35% increase in click-through rates and 25% lift in sales. Managed online communities for various clients maintaining 95% response rate to user interactions. Used analytics tools like Radian6 to track performance and sentiment, enabling data-driven campaign optimizations and improving ROI by 20%.
Digital Marketing Analyst at TV Azteca
December 31, 2014 - July 16, 2025
Planned and created content strategies for multiple social media accounts, increasing follower engagement by 30% and improving consistency. Monitored consumer behavior and platform trends to adapt content in real-time, leading to a 25% improvement in audience retention. Utilized social media tools to track performance and sentiment, enabling timely campaign optimizations that enhanced effectiveness by 20%.
Digital Marketing Analyst at TV Azteca
December 31, 2014 - July 16, 2025
Planned and created content strategies for multiple social media accounts, increasing follower engagement by 30% and improving content consistency across channels. Monitored consumer behaviour and platform trends to adapt content in real time, leading to a 25% improvement in audience retention and interaction. Utilized social media tools like Sysomos and Social Metrics to track performance and sentiment, enabling timely optimizations that enhanced campaign effectiveness by 20%.
Digital Marketing Analyst at TV Azteca
January 1, 2014 - July 18, 2025
Increased platform engagement by 30% through performance tracking and real-time optimization. Used tools like Sysomos and Social Metrics to measure sentiment and refine content strategies.
Digital Marketing Analyst at TV Azteca
January 1, 2014 - July 18, 2025
Increased platform engagement by 30% through performance tracking and real-time optimization. Used tools like Sysomos and Social Metrics to measure sentiment and refine content strategies.
Digital Marketing Analyst at TV Azteca
January 1, 2014 - July 16, 2025
Planned and created content strategies for multiple social media accounts, increasing follower engagement and content consistency. Monitored consumer behavior and platform trends to adapt content in real time, improving audience retention and interaction. Utilized various social media tools to track performance and sentiment, enabling timely optimizations that enhanced campaign effectiveness.
Digital Marketing Analyst at TV Azteca
January 1, 2014 - July 16, 2025
Planned and created content strategies for multiple social media accounts, increasing follower engagement by 30%. Improved content consistency and monitored consumer behavior and platform trends for real-time content adaptation, enhancing audience retention by 25%. Utilized social media tools such as Sysomos and Social Metrics to track performance and sentiment, optimizing campaign effectiveness by 20%.
Digital Marketing Analyst at TV Azteca
January 1, 2014 - July 16, 2025
Planned and created content strategies for multiple social media accounts, increasing follower engagement and improving content consistency. Monitored consumer behavior and platform trends to adapt content in real time, leading to better audience retention and interaction. Used social media analytics tools for timely optimizations that enhanced campaign effectiveness by 20%.
Community Manager at Royal Holiday
December 31, 2013 - July 16, 2025
Created content and managed social media accounts and brand blogs, resulting in a 40% increase in blog traffic and a 30% boost in social media engagement. Monitored and analyzed performance using tools like Hootsuite and Radian6, allowing strategic adjustments that improved content reach by 25%.
Community Manager at Royal Holiday
December 31, 2013 - July 16, 2025
Created content and managed social media accounts and brand blogs, resulting in a 40% increase in blog traffic and a 30% boost in social media engagement. Monitored and analyzed performance using tools like Hootsuite, TweetDeck, Radian6, and Facebook Analytics, allowing for strategic adjustments that improved content reach by 25%.
Community Manager at Royal Holiday
January 1, 2013 - July 18, 2025
Boosted blog traffic by 40% and improved content reach by 25% through analytics-based content planning.
Community Manager at Royal Holiday
January 1, 2013 - July 18, 2025
Boosted blog traffic by 40% and improved content reach by 25% through analytics-based content planning.
Community Manager at Royal Holiday
January 1, 2013 - July 16, 2025
Created content and managed social media accounts and brand blogs, resulting in increased traffic and social media engagement. Monitored and analyzed performance using multiple analytics tools, allowing strategic adjustments that improved content reach.
Community Manager at Royal Holiday
January 1, 2013 - July 16, 2025
Created content and managed social media accounts and brand blogs, increasing blog traffic by 40% and social media engagement by 30%. Monitored and analyzed performance with tools like Hootsuite, TweetDeck, Radian6, and Facebook Analytics, improving content reach by 25%.
Community Manager at Royal Holiday
January 1, 2013 - July 16, 2025
Created and managed social media accounts and brand blogs, resulting in a 40% increase in blog traffic and a 30% boost in social media engagement. Monitored and analyzed performance using various tools to enable strategic adjustments for improved content reach.
Information Coordinator at Travel Report Radio Show
December 31, 2011 - July 16, 2025
Managed and analyzed social media accounts for tourism brands, increasing visibility and engagement by 35%. Wrote travel-focused blog content resulting in a 40% increase in site traffic and improved SEO. Developed and executed digital campaigns for clients like Mexico City International Airport and Travel Alberta, enhancing brand recognition and engagement by 30%. Created digital sales strategies contributing to a 20% uplift in online lead generation and inquiries.
Information Coordinator at Travel Report Radio Show
December 31, 2011 - July 16, 2025
Managed, monitored, and analyzed social media accounts for tourism brands, increasing visibility and engagement. Wrote travel-focused blog content enhancing site traffic and SEO. Developed and executed digital campaigns for clients, enhancing brand recognition and user engagement. Created conversion-focused sales strategies contributing to uplift in online leads and inquiries.
Information Coordinator at Travel Report Radio Show
December 31, 2011 - July 16, 2025
Managed and analyzed social media accounts for tourism brands, increasing visibility and engagement by 35%. Authored travel-focused blog content, driving a 40% increase in site traffic and SEO. Developed digital campaigns for Mexico City International Airport and Travel Alberta, boosting brand recognition and user engagement by 30%. Created conversion-focused digital sales strategies, contributing to a 20% lead generation uplift.
Information Coordinator at Travel Report Radio Show
December 31, 2011 - July 16, 2025
Managed, monitored, and analyzed social media accounts for tourism brands, increasing visibility and engagement by 35% across key platforms. Wrote travel-focused blog content for travelreport.mx, helping drive a 40% increase in site traffic and improved SEO performance. Developed and executed digital campaigns for clients like Mexico City International Airport and Travel Alberta, enhancing brand recognition and user engagement by 30%. Created conversion-focused digital sales strategies, contributing to a 20% uplift in online lead generation and tourism service inquiries.
Information Coordinator at Travel Report Radio Show
December 31, 2011 - July 16, 2025
Managed social media accounts for tourism brands, increasing visibility and engagement by 35%. Wrote travel-focused blog content that increased site traffic by 40% and improved SEO. Executed digital campaigns for major clients to enhance brand recognition and user engagement. Created digital sales strategies boosting online lead generation by 20%.
Information Coordinator at Travel Report Radio Show
January 1, 2011 - July 18, 2025
Created digital campaigns for tourism clients such as Mexico City International Airport, increasing user engagement by 30%.
Information Coordinator at Travel Report Radio Show
January 1, 0000 - July 18, 2025
Created digital campaigns for tourism clients such as Mexico City International Airport, increasing user engagement by 30%.

Education

Diploma at Niagara College Canada
January 1, 0001 - January 1, 0001
B.A. at University of Canberra - Ciudad de México, CDMX
January 1, 0001 - January 1, 0001
Diploma at Niagara College Canada
January 1, 0001 - January 1, 0001
B.A. at University of Canberra - Ciudad de México, CDMX
January 1, 0001 - January 1, 0001
Diploma at Niagara College Canada
January 1, 0001 - January 1, 0001
B.A. at University of Canberra - Ciudad de México, CDMX
January 1, 0001 - January 1, 0001
Diploma at Niagara College Canada
January 1, 0000 - December 31, 0000
B.A. in International Business at University of Canberra - Ciudad de México, CDMX
January 1, 0000 - December 31, 0000
Diploma at Niagara College Canada
January 1, 2020 - December 31, 2020
B.A. at University of Canberra - Ciudad de México, CDMX
January 1, 2012 - December 31, 2015
Diploma at Niagara College Canada
January 1, 0000 - January 1, 0000
B.A. at University of Canberra - Australia
January 1, 0000 - January 1, 0000
Diploma at Niagara College Canada
January 1, 0001 - January 1, 0001
B.A. at University of Canberra - Australia
January 1, 0001 - January 1, 0001

Qualifications

Certificate, Harvard Business School
January 1, 0001 - January 1, 0001
Certificate
January 1, 0001 - December 31, 0001
Certificate
January 1, 0001 - January 1, 0001
Harvard Business School Certificate
January 11, 2030 - July 16, 2025
Diploma in Sales, Marketing and Success Fundamentals
January 1, 2020 - December 31, 2020
Certificate
January 11, 2030 - July 16, 2025
Harvard Business School Certificate
January 1, 0000 - January 1, 0000
Certificate Harvard Business School
January 1, 0001 - January 1, 0001

Industry Experience

Media & Entertainment, Retail, Travel & Hospitality, Professional Services, Consumer Goods
    The Sandoichis: Elevating Digital Presence for a Collectible Plushie Brand

    Objective:
    Increase The Sandoichis’ social media visibility, driving awareness and engagement as the brand launched in Walmart.
    Process:
    ● Research & Insight Gathering:
    I began by analyzing trends in the collectibles space, identifying popular themes and formats that resonated with the target demographic. My key insight was that audiences loved immersive
    experiences, and collectibles had a strong online community presence, particularly on TikTok and Instagram. I leveraged this data to shape a content and communications strategy that focused
    on viral trends and influencer marketing to maximize reach and interaction.
    ● Stakeholder Collaboration:
    Communication with product and sales teams was crucial here to ensure content aligned with the brand’s tone and product positioning. We made sure our messaging was fun, lighthearted, and
    in line with the collectible culture. Regular stakeholder updates allowed us to pivot quickly based on sales and early content performance, refining our approach based on data.
    ● Content Strategy & Execution:
    I developed a range of social media strategies that aligned with our new brand pillars and tone of voice. This approach enabled us to create content that reflected the fun and playful nature of the
    brand, such as unboxing videos, behind-the-scenes moments, and influencer-led content that showcased the products in real-life settings. To amplify this engagement, I also incorporated
    user-generated content, encouraging our fans to share their own experiences with The Sandoichis.
    I ensured that our messaging remained consistent and on-brand across all platforms, tailoring tone and style to each medium. For example, Instagram Stories, TikTok challenges, and Instagram
    polls were used to foster a sense of community and enhance audience interaction, creating an ongoing dialogue between the brand and its followers.
    ● Creative Execution:
    I introduced playful, meme-inspired content, tapping into the viral nature of the brand’s audience. User-generated content played a big role in this campaign, encouraging customers to share
    their experiences and opinions.

    Visual examples of final content aligned with our proposed strategy.