VisualCV

Utilized social media skills and experience in personal care industry to write a bilingual beauty blog for Latinas in the United States.

I helped public relations agencies such as Ketchum, Euro RSCG Magnet and Cohn & Wolfe create and implement Hispanic marketing programs for clients. 

As Head of Hispanic, I revived the agency’s capabilities in this area and grew the practice to include a total of four clients (one of which expanded to several projects) in a one-year period.  I also educated other H&K offices on the Hispanic market and collaborated in and led new business presentations.  On one occasion, my Hispanic capabilities tipped the scale in our favor to win a one-year mainstream program from Ubisoft, which I eventually led.  In addition to being the day-do-day client contact, I also managed a team of six and oversaw my staff's yearly reviews. 

I supported various New York Weber Shandwick teams in creating and executing public relations plans geared to the U.S. Hispanic market.  This included the launch of the first ever online novela, which increased sweepstakes participation by 300 percent, generate fifty million media impressions within two months and secure additional projects from Unilever.  I also managed the media relations campaign for the launch of ABSOLUT Pear, which became one of the most talked about launches of the year by Hispanic media.

As a one-woman team, I provided clients with strategic counsel and guidance, budget management and tactical execution that surpassed all programs’ expectations.  Program executions included grassroots, sponsorships, launch and red carpet events and seminars as well as media relations activities that reached trade, consumer and entertainment influentials.

Was the PR driver of Procter & Gamble’s Crest Healthy Smiles 2010 campaign.  Leading a team of four, I managed stakeholder relationships, the promotion of dental health clinics and educational platform at the grassroots and mainstream/ethnic media relations levels as well as the content development of a bilingual website and the program’s advisory committee’s quarterly meetings.  Under my PR leadership, the program became highly recognized in underserved communities, which helped to reach millions of children within three years and helped the program become a case study to follow.

Conducted media relations activities that were instrumental in my team's win of a Silver Anvil and other key award nominations.  Responsibilities included the development of bilingual press materials, media tours/fam trips and ongoing pitching to Hispanic and travel reporters that led to placements in leading publications.