To identify new opportunities, trends, and hidden insights.
Biking, Yoga. Traveling, Reading, Web Development
Personality, Style and Preferences:
Professional Personality Type: Finder
oIntegration over separation
oCollaboration over competitiveness
oChallenging over comfortable
oInnovation over status quo
oEmpowering over controlling
oMentoring over supervising
oInspiring over commanding
“Be daring, be different, be impractical, be anything that will assert integrity of purpose and imaginative vision against the play-it-safers, the creatures of the commonplace, the slaves of the ordinary.”
18+ years marketing and advertising experience.
Brands lover, geek at heart and marketer by default. Driven by accomplishing what hasn't been accomplished yet.
A “people” person; passionate, committed, self-driven & self-directed, right-brained, creative, curious, a research junkie, avid reader and fast learner; driven by challenges and fed by accomplishments; “out-of-the-box” thinker; passionate storyteller; supporter and promoter of paradigm-shifts, driven by accomplishing differentiation through innovation.
A natural curiosity to uncover untapped marketing opportunities makes researching, learning and sharing the knowledge a very enjoyable hobby ... and never a task.
Marketing Experience & Capabilities
- Experiential marketing
- Multicultural marketing
- Digital & Social media
- Integrated marketing: media, markets, targets, languages, and audiences--strategies development and tactics implementation
- Business-to-business and business-to-consumer marketing and advertising
- Experience in advertising agencies, corporations, and non-profit organizations
- Global marketing, multi-media, and multi-location marketing
- Business development
- Strategic planning / qualitative intelligence
During my two-month contract with First Choice Power, I focused entirely on dimensionalizing the brand's communication strategy into a complex and robust sales and marketing program.
Endorsement: Andres Reyes / Senior Director, Retail Sales & Hispanic Marketing
For five years I was part of the advertising team that led the global brand strategy for the world's largest airline, American Airlines. In my role, I supervised McCann Erickson's local teams in nineteen countries throughout Latin America and the Spanish and English Caribbean to ensure that the global brand strategy was flawlessly adapted to each culture in the region without altering the brand's personality. Additionally, I led the first digital efforts of American Airlines in Latin America and the Caribbean, as well as the development of the Airline's local websites in the region--from idea to completion.
Endorsement: Cristina Castro / American Airlines Marketing Manager
I joined The Richards Group to lead the efforts of Greyhound Bus Lines.
In my role as a Brand Manager, I led the Hispanic planning strategy that resulted in the acquisition of the Hispanic portion of the Advance Auto Parts business, initiating and leading the new business development efforts that expanded the agency's Hispanic division, adding four new accounts to the agency.
Brands: The Salvation Army, H-E-B, Giant Eagle, HoneyBaked Ham, Shamrock Farms, Greyhound Bus Lines, MetroPCS, Hyundai, The Houston Chronicle, Time Warner/Comcast Houston, and Advance Auto Parts
Endorsement: Brian Schadt - Principal
I joined the Market Center Management Co., (one of the largest trade show management companies worldwide), to lead the international marketing efforts of the company in major, key markets such as: China, Latin America (Argentina, Brazil, Colombia, Costa Rica, Ecuador, El Salvador, Honduras, Guatemala, Nicaragua, Paraguay, Panama, Uruguay, and Venezuela) the Spanish Caribbean (Puerto Rico and Dominican Republic), Spain, and the US, as well as the efforts of the Shanghai Mart in the US, Latin America, and Europe.
In my role, I planned and conducted qualitative research among the market’s buyers-base and translated the findings into successful marketing strategies that increased market attendance by two digits YOY. Additionally, I planned and executed the first SEM international campaign for the company, which translated to a 170% increase in the Dallas Home Decor show's attendance within a six-month period.
At Richards/Lerma, I led the team that would pioneer a paradigm shift in the US Hispanic advertising industry with a new integrated market approach. As an integral part of the team that pitched and won one of the most desirable accounts in the Hispanic market, The Home Depot, I led the transition of The Home Depot account and the team that manages the brand's strategy, as well as the new business efforts for the agency, and brought the opportunity to present Richards/Lerma's innovative model to the world's best-known brand: Coca-Cola.
Endorsement: Pete Lerma - Principal
Founder / President Y-NOT Non-Traditional Marketing and Ivonne Kinser & Partners.
1. Development of a business and marketing strategy for the Curtiss Mansion (a non-profit organization).2. Development of a multi-media experiential platform for a sporting event for Powerade (Coca Cola Co) - (Multicultural platform).
4- Development of a marketing and brand strategy for a non-profit organization that helps children with cancer and their families. Additionally, I designed, built and currently manage the website for United2Cure Children Foundation, and the organization's Facebook page (Pro-Bono work).
5- Development of the marketing and market penetration strategy for ten apparel luxury Colombian brands, and executed the efforts wich included: website development, SEM and social media.
6- Planning and execution of a bilingual / bicultural educational platform for an alternative investment firm. Marketing efforts included: blog development, social media channels planning and development, video-based educational platform (planning, production, editing and content distribution).
The American Airlines Marketing Solutions group offers brands the opportunity to execute customized global marketing platforms within AA touch points.
I worked--from idea to completion--on the creation and execution of innovative and integrated marketing platforms across the entire travel journey of our passengers.
- New business development (from prospecting to the development and presentation of new business proposals).
- Strategic planning: I conducted the strategic planning efforts for my accounts (including research, insight discovery, insight selection and analysis).
- Integrated marketing strategies development: I leveraged the insights uncovered during the "research/discovery phase” and developed marketing strategies for my clients--from A to Z--including any relevant media (digital, print, OOH, inflight, and placement) in any relevant market (in the US or Latin America).
- Led the development of campaign reports.
- Led campaign optimization efforts.
Brands: Sony Ericsson, Google, Coca Cola, Research in Motion, Garmin, OracleThe American Airlines
Endorsement: Holly Lanahan - Colleague