daniela soto
daniela soto
Product Marketing Portfolio
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About Me
I'm currently an Associate Product Marketing Manager with 4 years of B2B and B2C product marketing for a global brand within the CPG industry, and I’m passionate about being at the forefront of innovation, no matter the industry, and championing the voice of the customer throughout the product journey. 📢✨
From early-stage ideation to post-launch analysis, I bring full-cycle product marketing expertise to every project. At Driscoll's, I've honed this comprehensive skillset, taking concepts from inspiration to market success. 💡🚀📈
Prior to Driscoll's, I held internships in Marketing Communications and Business Analytics, where I developed both my creative and analytical abilities, leading me to a career in product marketing where I can utilize both. I’ve realized that I love diving deep into understanding my target consumer—what they need, what motivates them, and how they interact with the brand. I thrive on turning those insights into creative and strategic initiatives that make their experience better. And my favorite part? Getting to collaborate with people from all different backgrounds, building relationships, and bringing diverse perspectives together to create something impactful. 🎨🔍
I'm an ambitious, self-starter who thrives in collaborative environments, bringing an extroverted energy and high-achieving spirit to every project. I'm eager to take initiative, embrace new opportunities, and contribute my unique perspective to achieve exceptional results. 🌟🤝
Currently located in the San Francisco Bay Area.
Career Highlights
🌎 Launched 10+ products at Driscoll's rooted in customer insights.
💲 Generated $415M in segment revenue for specialty product portfolio (2021-2024).
🗺️ Built 5-year product roadmap for segment grounded in market research.
📈 Scaled growth of product line by 3X YoY through optimization of new channels and untapped markets.
📑 Directed messaging for marketing campaigns for product launches, resulting in 97.5M accounts reached (4% YoY increase) and 5M engagements (2% YoY increase) in 2023.
⌨ Developed and implemented a new product development process, now adopted company-wide, by collaborating with cross-functional teams to integrate processes and creating visualizations to streamline timelines from ideation to launch.
💭 Gave 12 thought leadership lectures on Product Marketing to 100+ students at the University of California, Davis (2021-2024).
Specialties
Product Strategy
Product Strategy
Translating market insights into actionable product strategy recommendations, collaborating on long-term product roadmaps, and communicating the product's strategic value proposition.
Managing product's lifecycle once in full commercialization.
Positioning & Messaging
Positioning & Messaging
Crafting compelling messaging and brand stories that resonate with target audiences.
Defining the product's unique value proposition and differentiation through compelling narratives.
Developing messaging frameworks and consistent brand storytelling for all campaigns, PR, and external customer communications.
Go-to-Market Strategy
Go-to-Market Strategy
Planning and executing product launches.
Coordinating cross-functional teams to ensure successful launches.
Sales Enablement
Sales Enablement
Developing messaging frameworks for products to ensure consistent language
Creating tools and resources for sales teams (pitch decks, product demos).
Providing training to ensure sales teams can effectively communicate product value.
Market Research
Market Research
Collaborate with Market Insights and outside researching agencies on primary research needs.
Gathering and analyzing market data to identify trends and opportunities.
Understanding customer needs and preferences.
Content Marketing
Content Marketing
Creating engaging content that educates and attracts target audiences.
Managing content across various channels.
Managing relationships with vendors and agencies
Creating briefs for creative content
Campaign Management
Campaign Management
Executing multi-channel marketing campaigns (e.g., digital, social, email, content).
Monitoring campaign performance and making data-driven optimizations.
Utilizing A/B testing and other optimization techniques.
Data Analysis & Reporting
Data Analysis & Reporting
Tracking and analyzing key performance indicators (KPIs).
Using data to optimize marketing campaigns.
Proficiency in Tableau for product performance measurement.
Project Management
Project Management
Creating engaging content that educates and attracts target audiences.
Managing content across various channels.
Proficiency in Asana project management tool
Technical Proficiency
Technical Proficiency
Familiarity with marketing tools and technologies (e.g., Salesforce Marketing Cloud, HubSpot)
Analytical tools such as Tableau marketing automation platforms).
Digital Marketing
Digital Marketing
Developing and implementing comprehensive digital marketing strategies, including SEO planning, analyzing performance data to inform strategic decisions, and optimizing for maximum ROI.
Brand Management
Brand Management
Ensuring brand consistency across all marketing materials, including naming and packaging, monitoring brand perception, and contributing to brand development initiatives.
Currently: Driscoll's
I currently serve as an Associate Product Marketing Manager for Driscoll’s premium product portfolio, following my promotion from Product Marketing Specialist.
At Driscoll's, I drive revenue through product development that meets customer needs.
Driscoll's has been instrumental in building my foundational knowledge in product marketing, offering me the opportunity to lead over 10 product launches, optimize products and sustainable packaging, and expand into global markets. Collaborating with our global teams in Europe, Mexico, Australia, and China has enriched my understanding of diverse market dynamics.
⭐ Ranked #2 Top Retail Brand (2025)
⭐ 'Fast Company's 2024 List of Most Innovative Companies.'
⭐ Ranked as a Top 10 Retail Grocery Brand (Circana 2023).
⭐ With more than $6B in global sales, Driscoll's is a 100-year old company and market leader for fresh berries.
Personal Achievements: Active Adventures
Outside of work, I love staying active and finding new ways to challenge myself! I keep a fun mix of strength training, hot Pilates, and running in my weekly routine.
Earlier this year, I dedicated 12 weeks to training for the M2B half marathon in Ventura, and I couldn’t be prouder of achieving my personal goal of finishing in under 2 hours—it’s one of my proudest physical accomplishments yet! The experience was so rewarding that I’ve definitely caught the running bug.
I’m already dreaming of my next half marathons in beautiful places like Mexico City, Chicago, and, of course, across the Golden Gate Bridge in San Francisco!
Education: University of California, Davis
Education: University of California, Davis
Major: Bachelor of Arts in Economics
Minor: Technology Management, Marketing Focus
My academic journey at UC Davis was deeply enriched by the communities I was a part of.
As the Director of Marketing for Alpha Phi, I found not only a strong sense of sisterhood but also my first hands-on experience in marketing. From managing social media to coordinating large-scale events, this role sparked my passion for storytelling and brand building, teaching me how to create meaningful connections through marketing strategies.
Outside of Alpha Phi, I was also involved in Latinx Women in Economics, an organization that fostered a sense of belonging and purpose throughout my time at UC Davis.
Whether through academic support or empowering events, all the organizations I joined shared a common theme: empowering women to accomplish great things. These experiences shaped me into a collaborative leader, passionate about fostering community and championing women in all spaces.
Continuous Learning: Certifications
Continuous Learning: Certifications
Kellogg School of Management:
Product Strategy
(Discovering, Developing, Managing, and Marketing Products as a Business)
LinkedIn Certified:
Advanced Product Marketing
Content Marketing for Social Media
SEO for Social Media
Social Media Marketing: Strategy and Optimization
Writing a Marketing Plan
Google Certified:
Google Analytics
Google Fundamentals of Digital Marketing
Aveta Business Institute:
Six Sigma
HubSpot Academy:
Inbound Marketing
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