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Summary

Strategic entertainment marketing professional with over 15 years of agency experience in brand innovation and launch strategy, sponsorships and promotions, strategic brand partnerships, multicultural marketing, influencer marketing, entertainment outreach, product integration, digital marketing, social media experiential marketing and content marketing.

Skill Highlights

  • Media Partnerships
  • Content Creation 
  • Social Media Strategy 
  • Event Production 
  • Customer Acquisition Strategy
  • Coaching and Mentoring
  • Mobile Monetization Strategy
  • Business Development 
  • Cross-Channel Marketing
  • Budget Forecasts/Financial Analysis  

Work experience

August 2015October 2016

PMK-BNC

VP & Multicultural Group Head, Brand Marketing and Communications

Oversee the day-to-day operations and strategic initiatives for PMK-BNC's Brand Marketing and Communications multicultural practice. Established strategic partnerships with key leaders across the entertainment and media landscape with digital media publishers, television (TV) networks, movie studios and social influencers. 

  • Founded PMK-BNC's branded multicultural practice, VOCES. Generated over $1.5 million in digital revenue from organic business within five-months of hire and $3.8 million in projected growth.
  • Created and managed entertainment media partnerships for clients; acted as a conduit between brands and social influencers to create content that optimize business-to-consumer (B2C) engagement. 
  • Led content marketing strategy and partner integrations for brands to scale content marketing initiatives and produce cross-channel marketing experiences to drive customer engagement.
  • Initiated the creation and standardization of business intelligence and planning tools for the agency; created "celebrity talent dashboards" for brands and for vetting potential influencer partnerships.
  • Negotiated and managed strategic media partnerships with digital publishers to create influencer-driven campaigns to curate content and publish experience-driven stories to monetize content at large cultural events for Samsung  (i.e., Austin City Limits, Coachella, Lollapalooza, SXSW and Sundance).
  • Managed a cross-functional team of agency partners, sales team, engineers, celebrities and social influencers to support the national launch of Samsung's 837 flagship retail store in New York City. 

Clients: Activision, Audi USA (auto), Blizzard Entertainment (eSports), Converse, Ketel One Vodka (Diageo), Pepsi and Samsung Mobile.

May 2008July 2015

Edelman 

VP & Western Region Multicultural Group Head, Consumer Marketing

Developed strategic engagement campaigns for Edelman's blu chip clients. Client efforts included product launches, global diversity and inclusion efforts, executive positioning, national retail store openings, stakeholder engagement, multicultural communications and Hispanic digital programming.

  • Drove $1.5 million in added incremental sales for CPG client; efforts exceeded the national average by 30 percent and nationwide forecast by 26 percent.
  • Managed the multicultural efforts for Edelman's Western Region and positioned as "cultural consultant" for consumer product goods (CPG) clients ranging from gaming, mobile technology, lifestyle and entertainment.   
  • Served as senior Hispanic digital marketing strategist for Edelman Digital West; developed thought leadership presentations inclusive of U.S. Hispanic consumer landscape, digital content, and cultural engagement best practices; efforts generated over $1.2 million in annual revenue for Hispanic influencer and content marketing business.
  • Led Microsoft's Global Diversity & Inclusion communication strategy efforts for seven consecutive years; developed partnerships with technology youth centers to promote Microsoft's STEM programs and coding camps. 

Clients: Auschwitz-Birkenau Foundation, Comcast, Disney Parks & Resorts, EA Games, Jim Beam, Latin Grammys, LIVESTRONG, Warner Bros. Home Video, Los Angeles Latino International Film Festival (LALIFF), Microsoft Global Diversity & Inclusion (STEM Programs), Maria Shriver's Wipe Out Alzheimer's Campaign, NuvoTV, Pepsi, PBS, Starbucks, Starz  (POWER), Television Academy Foundation and Xbox. 

April 2004May 2008

Weber Shandwick

Entertainment Marketing, Hispanic 

Instrumental team member in the development of The Axis Agency;  a subsidiary of Interpublic Group of Companies (IPG) within Weber Shandwick.

  • 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.
  • Developed Hispanic entertainment marketing strategy for Absolut Vodka product launches and negotiated celebrity partnerships.
  • Produced and managed all red carpet events for product launches; secured national entertainment and lifestyle media.  
  • Conducted Spanish-language media training for corporate representatives and served as company spokesperson for clients.

Clients: Absolut Vodka, Chivas Regal, CVS, Energizer, Imagen Awards, Latin Grammys, Macy’s West, Nintendo of America, Oscar Mayer and T-Mobile. 

February 1999April 2004

PMK-BNC (Formally BNC: Bragman Nyman Cafarelli)

Publicist, Corporate Entertainment

Managed day-to-day operations for Corporate Entertainment practice with clients that ranged from lifestyle, travel, hospitality, consumer electronics, music and sports.  

  • Established relationships with international entertainment media to expand film distribution to audiences in the U.S. and Latin America.

  • Served as a unit publicist for domestic and international feature films distributed by Sony Pictures Entertainment, Paramount Pictures, and Anschutz Entertainment.

  • Managed international media press coverage for film premieres, special events and publicity activities for film launches at key film festivals.

  • Produced red carpet events for film studios and award shows; managed all talent relations at events.

Clients: Anschutz Entertainment, American Express, Edmonds Entertainment, Costume Designers Guild, ICM (talent agency), Nike, Leigh Steinberg (sports agent), PlayStation,  Paramount Home Video, Sony Pictures, Sony Consumer Products and The Renaissance Hollywood Hotel.

Education