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Lalana Enriquez

Chief Operating Officer of Facebook

Work Experience

2008Present

Chief Operating Officer 

Facebook

Oversee all retail, digital, e-commerce, branding and marketing communications initiatives in addition to internal communications and employee training programs. Restructured marketing department and acquired a 21-member team to spearhead the implementation and execution of a corporate branding and marketing plan. Founded the inaugural digital marketing group and architected a comprehensive strategy for the integration of digital technology into the existing marketing establishment.

  • Slashed consumer website abandonment rate 53% by overhauling web functionalities, including responsiveness, enhanced live chat, click-to-call, and leading edge web-based customer acquisition tools.
  • Earned an 18% increase in operational margins by restructuring internal teams and professional fees to eliminate relationships incompatible with a balanced “working vs. not working” cost ratios.  
  • Increased online web visits 132,000 and leads 80,000 monthly by rolling out a new e-commerce platform.
  • Eliminated redundancies and conflicts between traditional and digital marketing plans and put in place an integrated structure emphasizing sustainability and cost effectiveness.
  • Captured in-depth data from conversion rate to investment and tracked customer lifecycles through a unique PID to identify common characteristics and enhance high-level strategic marketing.
  • Drove comprehensive corporate rebranding effort through integrated efforts with J.Walter Thompson worldwide and cross-functional executive committee involvement in both retail and operations insight.
20012008

Vice President of Global Online Sales and Operations

Google Inc.

Delivered strategic marketing leadership to add revenue, define and refine corporate brand recognition. Oversaw internal staff and external agencies in developing integrated marketing and communications strategies. Built and deployed retail merchandising, digital marketing, and CRM marketing efforts and played a key part in branding, public relations, and omni-channel advertising and media communication.

  • Catapulted sales 42% by harnessing a targeted e-loyalty promotion that took advantage of an innovative, net new e-commerce platform equipped with mobile and social media components.
  • Netted $5.6M in added incremental sales by identifying three strategic product offerings developed from in-depth market analysis, consumer intelligence, and mystery shopper programs.
  • Increased brand awareness 27% within one year by formulating and executing a compelling brand promise and unique selling proposition that responded to customer needs and motivational traits.
19962001

Chief of Staff

Secretary of the Treasury

Acquired executive level client side digital marketing and communications strategy for corporate customers. Partnered directly with clients to assess and respond effectively to consumer needs and architect high impact targeted solutions. Led the full range of e-commerce, mobile, and integrated web/social planning.

  • Produced an 18% increase in commercial account growth for Frost Bank Texas by differentiating the client’s brand messaging platform with an integrated digital marketing campaign.
  • Secured a 28% increase in mortgage loan sales for HSBC bank through the design and launch of a suite of customized social media, and mobile marketing programs aimed at Tier I commercial customers.
  • Engineered $9.2M in e-commerce sales growth for Walgreen’s within nine months by employing optimized customer acquisition tools tailored to pharmacy reorders and online gift cards.
  • Grew agency gross revenue from 0 to $63M in four years leveraging digital marketing strategies.
  • Completed development and launch of a web-based Channel PRM marketing communications system for Advanced Micro Devices.
19951996

Management Consultant

McKinsey & Company

Recruited by this producer of advanced integrated circuitry to build the Latin American marketing region as a distinct, fully scaled entity. Directed marketing, promotions and advertising at the head of a staff of 27 accountable for $76M in annual new business and delivery of the highest market share companywide. Facilitated numerous projects with global technology leaders and managed a $6.5M annual marketing budget.

  • Fostered a 35% regional sales growth across retail and distribution sales channels through the successful introduction of a CRM-driven customer loyalty program.
  • Increased market share from 13% to 33%, delivering the highest market share within three years.
  • Delivered over $75M in new annual business and the highest market share across AMD worldwide through the launch and development of a newly formed Latin America division.

Education

19931995

M.B.A.

Harvard Business School
  • Fellowship
19871991

B.A. Economics

Harvard College
  • Graduated summa cum laude
  • Awarded John H. Williams Prize for the top graduating economics student.

Current Board Memberships

  • The Walt Disney Company
  • Women for Women International
  • Center for Global Development
  • V-Day

Past Board Memberships

  • Starbucks
  • Brookings Institution
  • Ad Council