Erick J. Laseca in Chicago, IL | Northwestern University - University Of Miami

Erick J. Laseca

Male, 41 years old

Chicago, IL

Dynamic and collaborative marketing professional with years of business strategy and integrated marketing experience developing data-driven strategies, resulting in measurable growth. Demonstrated expertise in marketing analytics, shopper insights and competitive intelligence with strong project management and interpersonal skills. At Kraft, Erick is responsible for leading various sub teams within the consumer and shopper insights team. Erick works cross-functionally with sales, marketing, finance and product to build winning strategies based on analytics to drive sales and share, frequency conversion and to build brand equity. Prior to Kraft, Erick worked at Allstate as Sr Marketing Analyst, where he managed the development and implementation of integrated marketing programs that drove engagement, strengthened relationships and increased brand awareness by leveraging market intelligence, product knowledge and consumer insights. Prior to Allstate, Erick worked at SC Johnson as Marketing Analytics Manager for the Glade business. At SCJ, he spearheaded the development of a marketing dashboard that compiled and analyzed marketing campaign performance through a proprietary algorithm he conceptualized and worked to develop with an external statistician. During this role, Erick also developed Hispanic Marketing Mix and Messaging Model to guide brands targeting Hispanics by providing guidelines on channel and language selection based on campaign objectives and brand assessment. Before SC Johnson, Erick worked at the Mexico Tourism Board as Client ExecutiveRegional Marketing Manager, in the North American HQ. Erick was responsible for enhancing and protecting the reputation and brand awareness of Mexico Tourism in the US through full integrated marketing campaigns. Prior to joining the Mexico Tourism Board, Erick was the Media Credentials Manager for the Sony Ericsson Open Tennis Tournament and Spokesperson for the Miami International Boat Show. read more ...