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DIRECTOR OF MARKETING

Marketing Executive with traditional and digital experience, on client and agency side.

Work History

Dec 2015 Present

Marketing Consultant (Shopper Marketing, Experiential, Digital))

2BICI MARKETING

Marketing consulting services for several agencies

  • EPSILON: Strategy development and Shopper Marketing Plan for GSK's OTC category product launch exclusively at Walgreens
  • LIQUID IRON: Lead generation program for global cement brand ARGOS targeting multicultural consumers in NYC
  • TEN35: Led 20+ Immersive tasting experiences for Tequila Cazadores (Bacardi brand) in top multicultural markets
  • CHICAGO SPECIAL EVENTS MANAGEMENT: Produced large scale summer festivals for multicultural targets: Taste of Latin America, South Shore Summer Festival, Fiesta Boricua, Flavors of Mexico, Mexican Indepence Festival
Oct 2014   Dec 2015

Marketing Director

CARDENAS MARKETING NETWORK

Oversaw multicultural experiential strategy and execution for Bud Light, Montejo, Presidente, and Stella brands. Produced hundreds of B2B and B2C events ranging from hospitality,  meetings & incentives, sponsorship activation of music and sports properties, and retail events. Grew a multimillion-dollar budget by 50% for the agency, 

  • Built 360 experiential strategies for the launch of Grupo Modelo's Montejo brand leveraging sports, music, social and shopper marketing efforts
  • Managed partnership with L.A. Dodgers, music artists, and agencies
  • Managed a team of 12 direct reports who executed over 15,000 on premise and off-premise sampling events with a 12% increase conversion and engagement
  • Built a technology solution that tracked real-time event KPI's, trained and managed staff, and generated reports for internal stakeholders and clients
Sept 2012  Oct 2014

Marketing Director

REDBOX

Led partner marketing efforts, retail marketing programs, and consumer promotions for Redbox that generated over 4MM in revenue.

  • Developed and cultivated B2B partnerships with key players in the incentives and rewards industry such as AOL, Giftango, and Aimia
  • Managed Partner Marketing and Shopper programs with CPG companies (Dr. Pepper, McDonalds, Orville) and Retailers (Walmart, Walgreens,  and 7-Eleven)
  • Oversaw digital agencies and produced digital consumer promotions 
  • Responsible for developing integrated planning function to facilitate prioritization and internal alignment of marketing channels and business initiatives
  • Worked with movie studios, game providers, creative, analytics and product teams to develop integrated marketing initiatives that generated movie rental demand and added value to partners
  • Oversaw omnichannel strategy and execution and worked with analytics to target consumers based on movie rental preference
  • Worked with Product, Email, Mobile, SEM/SEO,  and social teams to promote Redbox Tickets to new and existing Redbox consumers
Jan 2011  May 2012

Account Supervisor

DRAFTFCB

Worked with a team of multicultural marketers in support of Hispanic and African American initiatives for Kmart in the US and Puerto Rico.

  • Managed client communications and oversaw multiple in-language projects such as TV campaigns, radio spots, print ads, digital projects, consumer promotions, websites and social media apps
  •  Launched "Latina  Smart"  a  digital  inspirational  platform  leveraging  deep insights for Latina Millenials where I oversaw  social  media strategy,  influencers strategy, content and editorial  calendars.
  • Worked with technology vendor to develop a Facebook app to award scholarships for participants
  • Produced the first in language hub for Kmart.com and prioritized content amongst different business units
Jul 2005   Dec 2010

Owner and CEO

SPANGLISH IDEAS

Multicultural experiential agency focused on engaging consumers via events, sports, sponsorships, entertainment and public relations strategies

  • Clients: Ringling Brothers Barnum and Bailey, Seccion Amarilla, Napa Auto Parts, Disney on Ice, Clorox, Coca-Cola, Miller Lite, Sauza Tequila, Columbia College Chicago, The Government of Mexico, Pollo Campero, and The Chicago Fire
  • Producer and founder of successful city of Chicago sporting events, music concerts and family festivals such as the "Soldier Field Cycling Series", "Dog Day on the Green Festival", "Chivas vs. America", "Pumas vs. Cruz Azul" and "The Chicago Trophy" 

  • Managed player endorsement deals of Mexico's soccer star, Cuahtemoc Blanco for Seccion Amarilla

Aug 2006  May 2007

Account Manager (freelance)

ARC WORLDWIDE

Managed day-to-day planning and execution of retail and shopper strategies across multiple channels for Miller Brewing Company's Hispanic Business.

  • Served as strategic lead and project manager on all major projects.
  • Collaborated with sister agencies, strategic partners, vendors and departments at Miller Coors, to ensure timely delivery of materials and client reports for each promotional program
  • Developed overarching promotional concepts and its applications to retail environments designed against client briefs
  • Provided client with expert knowledge of their overall business including analysis of competition, channel opportunities and innovation, consumers/markets and emerging trends
  • Accountable for flawless execution against client established scope and objectives while maintaining financial responsibility
Oct 2002  Jul 2005

Senior Account Executive

RELAY SPONSORSHIP AND EVENT MARKETING

Planned and executed event marketing campaigns, promotions and sponsorship activations targeting the US Hispanic consumer for accounts including Anheuser-Busch, Coca-Cola, US Army, AT&T Mobility, Sara Lee, and Chase Financial