Summary

An e-motion creative and n-gagement lead, a pioneer in experiential marketing since 2000. An urban wonderer with a keen eye for smart in retail and the dynamics of cosmopolitanism intertwined with popular culture. I am no award winning marketer or a famous guy, though my humble accolades are huge victories in a vast array of successful work done for clients in both North and South America. Head first into Experiential Marketing, I've shifted strategic direction to encompass the customer ways outside of the media intercept. I don't aim for awareness or impressions but thrive for relationships and meaningful connections. In the acknowledgment of brand engagement I ignite emotional trigers creating a controlled brand interface. As a result of 10 years of innovation, discovery and a lot of research, I structured my narrative to knock audiences out of their socks. A genuine non-traditional story teller that brings a very interesting insight from a very different mind frame. I really get it and turn the world around from time to time, to alter the common ways ...

Interest

New media and technology | Social studies: Pop culture, urbanism and cosmopolitanism | Fitness: Spinning, cross-training and yoga | Adventure sports: Trekking, cross-country running, dragon-boat racing and mountain biking  

Work History

Work History
May 2007 - Present

Brand engagement lead

LiVe Marketing

Proposals, presentations and pitches | Development of strategic and activation plans | Led cross-functional teams | Brand and user experience design for mobile apps, social media and augmented reality | Clients: Bell Canada, Tim Hortons and Second Cup. MBNA and Benjamin Moore. Axe and Degree for Men.  Serengeti Eyewear, MyDime.com and EcologyCar/CitiZen.

Dec 2005 - Feb 2007

Marketing Creative

Atmosp(here) Communications

Planned and reported market research analysis for key accounts | Responsible for brand planning and creative briefs | Design of performance metrics, tracking and analytics tools | Presented event marketing initiatives to inter-agency teams and clients | Earned lead agency role | Clients: Imperial Tobacco Canada, Peter Jackson, DuMaurier and Aeroplan.

Jul 2004 - Dec 2005

Strategic Development

iN - PaCTa

Design and coordination of strategic plans | Brand marketing and activation | Implemented online marketing programs| E-mail marketing solutions | Created promo, activations | New-media for integrated response campaign | Clients:  icandy media, Trailblazer-Tech, E-mail Mark, SEOing and Coors Light.

Jan 2002 - Apr 2004

Strategic Planner

Sphera Marketing Network

Led projects, client relations and financial control | Business strategy | Created innovative customer experiences and brand activations | Used consumer insights and user focus groups | Clients: Smirnoff, Heineken, Honda Motors,  Axe, FOX Channel, SunSilk,  LG and Kool. 

Jan 2001 - Jan 2002

Event Marketing Manager

McCann Erickson

Directed PR, channel and promotional events for Coca-Cola’s sponsorship of 2001 Americas Soccer Cup | Led inter-agency teams, cross-functional teams and client teams | Developed customer experiences generating brand engagement | Clients: Coca-Cola master brand.

Feb 1999 - Jan 2001

Account manager

FX Event marketing

Managed events, portfolios and executive production | Ensured profitability, efficiency and client relations | Implemented interactive tactics | Produced brand experiences to enhance brand value | Clients: J&J Medical, Pfizer, Schering-Plough, Sony, SkyTV, Bell South, Samsung,  Alcatel and Microsoft.

Education

Education
Jan 2001 - Dec 2001

Graduate Diploma

Politecnico Grancolombiano

This program will prepare you to work as a public relations practitioner in a corporate or not-for-profit environment. The courses will provide you with a broad foundation of PR and marketing-specific knowledge and skills with an emphasis on best practices, and current and emerging issues.

  • Identify, analyze and influence organizational objectives, communications strategies and key interest groups
  • Guide management on key business and policy decisions
  • Develop public relations strategies that create awareness and favourable perception, and/or promote your products and services and set measurable objectives from which to evaluate their effectiveness
  • Build collegial and cooperative relationships with a variety of public interest groups, internal and external clients, and the media
  • Design and implement a media relations strategy expanding your visibility in the community
  • Analyze consume buying patterns, employ marketing tools and research methodologies to determine environmental and competitive factors affecting products and services, and develop new products and/or services meriting consumer interest and increasing market share
  • Master public relations communications writing template including: a well-tooled press kit, news releases, annual reports, newsletters, brochure content, and personality profiles
  • Plan and direct the crisis and change management process
  • Coordinate and prepare material for internal and external promotional publications, including planning articles, editing copy, supervising print preparation, distributing publications
  • Gain an understanding of digital communication technologies, their impact in traditional approaches to public relations and marketing, and how to adapt print-based collaterals for this new medium
  • Exercise sound financial decision-making and budgeting skills
1993 - 1999

Bachelors

Politecnico Grancolombiano

The Bachelor of Science degree in Marketing and Advertising equips students with skills in studying consumer behavior and trends as well as the know how to reach a company's target audience and promote its services and products to clients. Students will gain experience in direct marketing, copywriting, developing effective publicity campaigns, and product promotion.

A Bachelor of Science program in Marketing and Advertising is a four-year program emphasizing the process of researching demographics, identifying trends, developing products to meet a need, and promoting essential services and/or products for profitability. A creative, dynamic personality, along with excellent communication and computer skills, will give students an edge in this highly competitive profession.

  • Advertising 
  • Media Strategy
  • Consumer Behavior
  • Integrated Campaigns
  • Writing Copy
  • Brand Communication
  • Principles of Sales
  • Principles of Marketing
  • Business Information Systems
  • Journalism
  • Photography
In a good marketing and advertising program, students will study theory as well as gain practical experience through internships. Along with courses in marketing and advertising campaigns, students should take courses in computer science, journalism, business management, and statistics.

Skills

Skills

Positivity

Being the bright spot in anyone’s day and show up with a positive attitude of gratitude. I go to work ready to greet colleagues and customers and make their day brighter.

Open Mindnes

Being open and flexible to learning new skills, approaches and things, interacting with new people, trying new ways of doing things, having resilience and perseverance to do whatever it takes, to do the job and get it done.

Multi-Tasker

This is pretty simple. The workplace requires people to do more tasks, jobs and take on more responsibility than ever before. 

Leadership

Owning the job you have and making things better and more effective. With a strong sense of  personal  pride and work ethic, regardless of personal lives of showing up to do a great job and making a difference everyday.

Team Player

Working together with people of differing generations, cultures and demographics will become more and more important as our workplace becomes more culturally diverse. ‘Human relations’ skills: developing rapport, listening, motivating others or delegating with respect will be what makes me an important part of any team.

Adaptable

The ‘relentlessly changing’ world that we now live in now requires us to be able to flow with change, adapt to change and navigate change with a can do it attitude. 

Certifications

Certifications
Nov 2007 - Present

Certified Marketing Specialist: Advertising & Media

Canadian Marketing Association