genuine / collaborative / inclusive / empathetic / user obsessed / coach / trusted partner / team builder / thematic thinker / pro-active / insatiably curious / relentless / risk manager / positive enabler

Racine Romaguera

new york

Resume

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I love a challenge and I love to work with people – to bring engagement and discovery, to collaborate with people smarter than me and to solve difficult problems. I wake up every day ready to ask why, dive deeply into a users' expectations, discover delights, uncover issues and then build an informed case that weighs perceived benefits with business goals which often leads to a solid solution.

• Developed a three-year digital and in-person overarching roadmap marrying digital in sync with business strategy. Devised vision and identified performance indicators to support strategic direction in alignment with executive team, global leaders and stakeholders. Prioritized product scope and future state based on user feedback and data. Controlled $2.8M budget and vendor relationships for the product portfolio.
• Drove comparative and competitive analysis to inform product strategy and improve capabilities compared to nearest peers. Championed user-centric design to unify the client journey. Evaluated digital art world products to determine business impact of new features.
• Engaged Brightedge SEO & Content Marketing Platform to guide recommendations for marketing and corporate content, scrub code to adhere to web standards, drive keyword decisions for SEM spend and direct metadata keywords based on competitive analysis.
• Committed to building a culture of empathy, integrity and infusing user-centered principles into everyday actions. Mentored teams and individuals, always advocating continuous learning to inspire and promote innovative thinking.

Strategic Initiatives Include //

• With ‘new accounts’ conversions up 377% on average from 2019 to 2020, directed scope and team to design and build their first fully digital registration process. Included 'Know Your Client' third party software to have an 84% reduction in onboarding time, reduce headcount and replace the manual processing of identity documents through email and FAX. This would lower risk and remove the probability of identity theft.
• Hands-on coaching of legal, finance, MKTG and IT stakeholders of complex NFT sale, from consignment to blockchain smart contract transfers. Produced an end-to-end workflow in sync with Web3 specialists for $4.3M sale. Led all vendor, metaverse and platform research.
• Conceived a new product leveraging Articker, an internal art publication tracking tool, and piloted to select clients. Built awareness on how Articker's predictive analytics provides insight into emerging market trends as a panelist at Columbia Business School's Art Business Innovations webinar series.
• Improved digital viewing experience due to gallery restrictions by integrating Cappasity, a video-based platform with hi-rez zoom and 360˚ view of sculpture, watches and jewelry. Offering heat-map analytics, this increased engagement and maximized bidding interest.
• Delivered Mandarin translations in five weeks before a critical sale in Hong Kong, in partnership with Chinese auction house Poly. A bespoke homepage marketed specific high value lots and drove conversions with local registration to the sale, which netted $58.2M.
• Scaled production workflow by outsourcing content management work to offshore team in Mumbai to support a 200% increase of online auctions and a 37% increase in objects at sale. Supervised pipeline optimization including photography, video and SEO standards.

• Designed and delivered firm-wide Axis Bold Design System to establish global branding, improve customer experience and specify interaction design consistency while incorporating regional priorities. Included 65+ Investor, Advisor and Institutional sites and deepened strategic partnership with IT leaders with rollout for their 900+ internal applications.
• Co-led digital transformation with Adobe Experience Manager, driving requirements, guiding all UX/UI, user testing and development workflow in sync with our own design system.
• Using 'Jobs to Be Done' technique, interviewed sales leaders across Europe to understand their needs in that moment: motivations, goals and challenges. Designed the Digital Advisor product which would integrate real-time user data to place relevant insights, whitepapers and funds along their journey. Incorporated document storage and a chatbot for peer-to-peer communication, leading to greater engagement and enhanced Advisor sales tools.
• Improved content marketing for the AB blog Context and client segment libraries by implementing a restructured taxonomy plus the data driven IDEO software to 1) make personalized recommendations on 'what to read next' based on the user's reading patterns and 2) guide blog writers on 'what best to write about', based on aggregated reading habits.
• Informed by deep analysis of blogs and online magazines, expanded author profiles to increase SEO authority and drive conversions, and improved usability for quicker access and deeper engagement. Besides winning a Webby Honoree Award, this redesign led to a 33% lift in page views, a 14% increase in LinkedIn followers and an average of 116% increase in new subscribers, month over month.
• Boosted organic search referral traffic conversions through sizing changes in content strategy, consistent OG metadata tags and adding dynamic metadata search values.

Leadership, Growth & Execution //

• Employed articulate, customer-centric messaging to build consensus during ideation and design – and product positioning to motivate adoption during rollout of all product launches.
• Fast-paced brainstorming and problem solving, usability testing, lean agile methodologies, deep user research, experience design and prototyping motivated a cross-functional team for 3 months to launch new financial services fund centers in 6 countries, 4 languages and 3 audiences across Europe. This outperformed all previous team successes.
• Planned a series of events to promote mobile first mindset, human centered design and general user-centric awareness at a firm level. Workshops leveraged design thinking, encouraged partnerships, sped knowledge transfer and deepened employee engagement.
• Fostered a collective bond through engagement, passion and respect. Encouraged inclusion by nominating junior partners with leadership skills for growth opportunities and creating a culture of diversity by inviting different voices and viewpoints from every person.
• Influenced the team to transition to Nashville with the corporate move, recruited Full-Stack and UX instructors from the local professional development school to complete the growing team and transitioned all remaining agency functions to Nashville.
• Established AB Marketing Services Young Professionals Program through key college outreach at NYU, Stevens Institute of Technology, Bryn Mawr College and the University of Michigan. Successfully placed and mentored 2-4 interns each semester, primarily 'women who code' who have now gone on to work at SLACK, American Express and NBC Universal.