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Willy Villarreal

Vice President, Marketing Communications + Digital Marketing

Work History

May 2008Present

Vice President, Marketing Communications + Digital Marketing

    Key Accomplishments:  

    • Drove $1.5 million in incremental sales for Starbucks in high-traffic Hispanic stores as part of the launch of Starbucks Caramel Flan Latte (CFL).  Sales of CFL in Hispanic markets exceeded the national average by +30% and nationwide exceeded forecast by +26%. 
    • Led Microsoft's strategic U.S. Hispanic marketing efforts for five consecutive years; efforts resulted in award-winning Hispanic campaigns and incremental budget from various Microsoft business groups
    • Grew multicultural practice by securing Hispanic business offering and budgets from Edelman's blue chip clients; efforts resulted in over $1 million in annual revenue 
    • Established key relationships among Xbox leadership team and Hispanic marketing industry experts by positioning Microsoft as the thought leader in Latino gaming entertainment 

    Clients: AEG Live, Bush’s Beans (Cocina Latina), Campari, Disney Parks & Resorts, Hunt’s (ConAgra), Jim Beam (Red Stag), Levi’s, LIVESTRONG, Microsoft Global Diversity & Inclusion, Microsoft Retail Stores, Symantec (Norton), Microsoft Windows (Phone and Surface Tablets), Nestlé, Pepsi, Starbucks, STARZ, Warner Bros. Consumer Products and Xbox

    Business Development & Prospecting

    • Proven track record for growing business prospects with existing clients; expand scope of work using Edelman network capabilities; lead new business outreach process 
    • Drive the development of integrated plans during the traditional quarterly planning cycles, and identify new opportunities on an ongoing basis 
    • Proactively and thoughtfully counsel clients based on broad communications landscape and business goals
    • Lead operational and financial performance of account teams, ensuring quality work, effective processes and that client requests are handled in timely and strategic fashion
    • Strong expertise in strategic planning and creative programming with a proven track record of developing breakthrough campaigns, and seeing them through from inception to execution
    • Develop creative platforms, ideas and assets that are grounded in research and leverage target-specific insights
    • Partner with clients to articulate the over-arching communications strategy and how it maps to the broader business goals
    • Collaborate with cross-office, cross-practice teams to bring big ideas to life, and then present these ideas to clients
    • Extensive experience working with partner agencies to ensure client campaign efforts are holistic, integrated and leveraged across multiple marketing touchpoints for efficiencies 
    • Manage staff utilization to meet profitability targets

    Hispanic Digital Strategy/Content Marketing

    • Deep knowledge in communications planning, brand building, Hispanic content marketing and extensive client-facing experience within the digital and social space
    • Responsible for the development, positioning and execution of social programs across multiple business units and channels
    • Shepherd creative ideas from concept to execution by working with both the creative and insights teams
    • Collaborate alongside the community management team to manage projects and delegate project responsibilities
    • Manage the delegation of agency and partner responsibilities related to approved executions
    • Work with bilingual community managers to track community engagement and sentiment to ensure social program strategies are measurable 
    • Proactively report on the ROI of social programs in collaboration with research and analytics team

    Multicultural Marketing 

    • Lead the multicultural efforts for the western region and positioned as Edelman's "cultural consultant" for clients and colleagues 
    • Develop strategic social media campaigns for clients looking to engage with diverse audiences in a culturally relevant way 


    • Provide strategic counsel, guidance and leadership to staff, supervising several staff members, and ensuring the team's success by managing work quality and productivity levels
    • Mentor, coach and support team members ensuring constant development of their skills
    • Proactively seek and suggest process improvements and support positive change initiatives
    Apr 2004May 2008

    Account Supervisor

    Key Accomplishment: Successfully launched the Hispanic program for Nintendo of America which spiked sales for Nintendo's Wii console in the top five Hispanic markets as a result of our dedicated Hispanic program. 

    Clients: Nintendo of America, Absolut Vodka, Chivas Regal, Latin Grammy’s, Macy’s West, American Airlines, Ocean Spray, Oscar Mayer, Hostess Cupcakes, Energizer, CVS,  and T-Mobile

    • Develop PR plans and program recommendations for both general market and Hispanic audiences
    • Create strategies that grow client business and increase agency billings with clients
    • Draft strategic client presentations and new business communication plans
    • Monitor gaming industry news related to the U.S. Hispanic market and provide insight to client
    • Develop Spanish-language corporate key messages and talking points for media training sessions
    • Conduct Spanish-language media training for corporate representative and/or company spokesperson
    • Coordinate and manage client media tours, presentations and trade shows
    • Implement a multicultural communication strategy for client product/service launches and corporate announcements
    • Oversee all written communications ranging from translations, press kit development, project recap memos, monthly status reports and plan recommendations for client
    • Supervise and assign projects for supporting staff, project hours to be allocated to each team member and update budget tracker on a bimonthly basis
    • Provide managers with monthly budget projections for each client to ensure monthly revenue is accounted
    • Successfully launched Hispanic programs/initiatives for: Nintendo of America, Absolut Vodka, T-Mobile, The Wine Market Council, Oscar Mayer, Ocean Spray, Macy’s and Hostess Cupcakes
    Feb 2000Apr 2004

    Junior Publicist 

    Clients: Sony Computer Entertainment (PlayStation), Sony Entertainment Consumer Products, Sony Entertainment Robot America, Paramount Home Entertainment, Essence magazine, Declare Yourself campaign, American Express, Edmonds Entertainment, Hollywood & Highland Entertainment Complex, Kodak Theatre, sports agent Leigh Steinberg and The Renaissance Hollywood Hotel

    • Coordinate photo shoots, staff corporate/celebrity interviews, managed media tours, create status recap reports
    • Assist in the development of media strategy and business plan development for clients
    • Participate in strategic planning for product/service launch
    • Draft and edit press releases, pitch local/national media; liaison with Hispanic media


    Recent Award-winning Campaigns Developed with Cultural Relevance 


    University of Texas at Austin 

    Aug 1994Dec 1999

    Bachelor of Science 

    Advertising and Communications