Senior Director of Brand Strategy and Marketing
Brenda Novo is the Senior Director of Brand Strategy & Marketing at Hispanic Communications Network. She specializes in market research, audience segmentation, branding, concepting, and paid media strategies; her integrated background in both digital and traditional media allows her to create data-driven communications and plans. Building marketing and PR strategies that achieve client KPIs among diverse and complex Hispanic US audiences has been her focus for almost 15 years. Brenda’s data driven analytical approaches include conducting environmental scans, social listening and media mentions to capture coverage, tone and sentiment; applying data to enhance and evolve messaging and tactics. She applies methods and tools to monitor, track, report, evaluate and report KPIs, including qualitative and quantitative data, to measure performance and adjust strategies to optimize results.
Brenda previously served as the Connections Director at VMLY&R, a global full-service marketing agency, where she worked on gauging brand positioning, health, and sales contributions of automotive, telco, sports, and pharma brands across general population, Hispanic, and LATAM/Caribbean markets. She’s created integrated marketing approaches; starting with understanding what is in the hearts and minds of the target audience and pairing it with media consumption habits to build a truly connected plan. She’s also initiated BDI/CDI and SOM/SOV ratio analysis to devise investment strategies for media campaigns and plans. What is her guiding vision when planning campaigns is always keeping in mind client business and performance goals. She’s built all kinds of digital plans spanning across branding as well as performance focused. Brenda’s led digital transformation initiatives that have included dynamic creative, A/B testing, audience targets, and e-commerce tactics.
Brenda’s experience has been across many brands including pharmaceutical brands such as Pfizer (Prevnar) and Bayer (Claritin). She’s also with governmental accounts such as Milk Processor Education Got Milk/ Milk Life, Florida Lottery, Orlando Tourism, Cable 7 Wireless and Visit Mexico. She’s also worked on sports and entertainment brands such as beIN Sports, HBO Latino, and Miami Marlins.
Brenda is a graduate of Nova Southeastern with a MA in Early Childhood Education and a BA from Florida International University in Business Administration and Marketing.