Speaker: Renata Tibirica, Sr. Manager Planning & Performance, Americas Marketing
Renata Tibirica: Hi, I'm Renata, Senior Manager for Planning and Performance at the America's Marketing team. I've been with Hilton for over 11 years, starting my career at the Commerce team supporting the CALA region. Today here at the America's Marketing Planning and Performance team. We are responsible for orchestrating the performance narrative of our marketing teams including a diverse program which is our largest media program focusing on driving consideration and conversion to our America's properties, but it's not just about pulling data, right? We look into past, present, and future performance and forecasts to build our story, our narrative and deliver the right message at the right time to our internal and external stakeholders, including last click data from sources such as Adobe and incremental performance from Market Mix Modeling.
Can you share a recent project or accomplishment that you're particularly proud of?
Renata Tibirica: I'm really passionate about telling stories with data, right? And this is what we do here, all these metrics that we have available, everybody can have access to, right? But what do those metrics really mean? Is it good, not so good. How can we make this even better for now and for the future? How our leaders, our partners, can understand the story behind this bunch of numbers, right? So one successful story is that we have recently started strongly using "MMM" Market Mix Modeling in revenue forecasts to drive our media decisions such as budget definitions, media briefing structure, and finally our favorite, performance narrative or storytelling, right? It's been very successful as we put together all this data sources and not only build our strategy but optimize and tell the best narrative every week, every month and every quarter. As I mentioned before, the capability of not only pulling the data, but understanding those metrics, bringing context and building a story is key. So going above and beyond questioning with positive intent and being curious about our programs and possibilities to optimize and improve is definitely one of our success stories and one of our success every day in every month and every quarter. Right? I believe we are data nerds, but not that much. There's a need of creative touch here required as well.
Tell us about your career journey leading up to your current role.
Renata Tibirica: I have trained at Hilton over 11 years ago as a manager, supporting the Commerce team in the Latin American region where we had so many challenges in an always growing region but also so many opportunities to grow in our careers at Hilton. And with that, at four years later, I moved to Senior Manager position supporting first market management where we were proudly responsible for the international strategy for our America's markets. That means for example, building a strategy and performance to bring, for example, Mexicans to Texas, Canadians to New York, or Japanese to Hawaii. And then I finally moved to my most recent, current role, supporting the America's Marketing team as Senior Manager for Planning and Performance, leading our performance storytelling and narrative in the Americas.
How does your current role fit in to your career goals?
Renata Tibirica: Being at the America's Marketing org brings us to so many and different challenges and opportunities. Every day is a new day and a new challenge when you lead performance, right? We are always trying to find new ways of building the America's narrative to different stakeholders which gives us also a lot of visibility into a diverse number of leaders and teams across Commercial Services and Marketing and Loyalty and other teams as well and other orgs. But here at the Planning and Performance team, I can grow as a performance leader. At the same time, I create new ways of doing it, which is dynamic and unique.
What advice would you give to someone who is interested in pursuing a similar career path?
Renata Tibirica: First of all, you have to love data, numbers, and have fun playing with them. Being always up to date with the most recent data source and being curious is also key. Take projects related to performance, go above and beyond analyzing data and being creative when reading those numbers. As I said, it's not only about pulling data and doing math on Excel, it's about understanding and translating those numbers in a comprehensive and easy way to digest to our various stakeholders. One thing that I always tell to anyone who seeks for career advice with me is ask for feedback and use it to grow, feedback from leaders and peers is key for you to become a better professional and grow in your career in any area.
