MARKETING, ADVERTISING & PROMOTIONS EXPERIENCE
Experience has included general market, Hispanic market, and international – consumer, trade and business-to-business advertising and promotional business. Brands and clients managed have included Microsoft, Dole Fresh Fruit, ConAgra Foods, Home Depot, Verizon, DIRECTV, Playboy TV, Johnnie Walker, Tecate, mike’s hard lemonade, McDonald’s, Disney, Polaroid and Unilever HPC brands.
Group Account Director, Ethnic Marketing Group, Inc. (EMG), Valencia, CA
December 2005 - present
Responsible for leading an account services team in management of the multicultural advertising and promotional efforts for ConAgra Foods brands including Chef Boyardee, PAM Cooking Spray, ACT II Microwave Popcorn, and Rosarita. Also oversee Blue Cross of California / Wellpoint promotional, grass roots and Hispanic agent recruitment efforts.
As a key player in new business development, strategic planning and sales presentations, new business acquisition has included Bulova Watches, Fox Searchlight Pictures, Shasta Soft Drinks, and Goya/Ducal brand foods.
Account Director, Promotional Management Group, Inc. (PMG), Chicago, IL
December 2003 – December 2005
As account director for Unilever HPC (Home & Personal Care) hair and skin care brands including Suave, Dove, Pond’s, Finesse, Thermasilk, and Vaseline Intensive Care, managed the Secretos de Belleza / Beauty Secrets campaign for two years. Responsibilities included management of a nine-city integrated program that included media partnerships with Telemundo, Univision Radio, Glamour en español magazine, door-to-door sampling, and grassroots festivals.
Late in 2004, as part of the new business team, was awarded the All Detergent and Snuggle Fabric Softener promotional business which was implemented in 2005.
Business Development Director, GMG Latino, Inc., (Greenhouse Marketing Group)
Los Angeles, CA, September 2001 – December 2003
As an independent consultant, developed and maintained a Latin entertainment and promotions division in conjunction with other Latin entertainment companies and corporate clients. Responsibilities included sponsorship sales, account management and execution of promotional activities. Properties include El Premio de La Gente® Latin Music Awards 2002 and 2003, and HBC promotional events. Past promotional and licensing tie-ins have included Limp Biskit Tour / Diesel Jeans sponsorship in Europe, mike’s hard lemonade promotions in the Hispanic market, as well Latin talent promotional management. Corporate clients have included Verizon, Southwest Airlines, General Motors, Budweiser, Tecate, Terra.com, Yahoo en Español, DirecTV, Comcast, and SBC.
Promotions Director / Account Supervisor, Casanova Pendrill Advertising, Irvine, CA
September, 2000 – September, 2001
As Promotions Director, was responsible for the strategic development, presentation and execution of promotional programs and events management for the agency’s clients: The Home Depot, DIRECTV, Nestle Nesquik and California Lottery. Also heavily involved in new business development and presentations. As Account Supervisor, was responsible for the successful launch of Verizon SuperPages Directories Hispanic market campaign in NY, and LA (TV & radio). Also supervised Nestle Nescafe and Nesquik Hispanic strategic planning for 2002.
Account Supervisor, Americas Division, Daniels & Roberts Advertising, Inc.,
Boca Raton, FL, January, 1998 – September 2000
Responsible for effective account management of the agency's International division, and for new business development in all areas including Latin American accounts, general market accounts, as well as entry into the U.S. Hispanic market. Accounts included Microsoft Latin America (LA), Johnnie Walker Promotions-Duty Free, Polaroid LA and Dole Fresh Fruit Hispanic. New business included DirecTV LA, Playboy TV LA, Motorola LA, Chase Manhattan and Circuit City U.S. Hispanic. General market account management included Hewlett-Packard Financial Services Division, Polaroid Global markets and various other project-by-project accounts.
Account Manager, McDonald’s International - Simon Marketing,
Los Angeles, CA December, 1995 - January, 1998
Responsible for the management of McDonald’s La Cajita Feliz (Happy Meal) program, and other family promotions in Latin America, and coordination of several European promotions. Responsibilities included strategic planning, program and sales presentations, liaison with licensors and ad agencies, and project management of a seven-person international division staff. Dealt directly with McDonald’s International as well as U.S. marketing, and with the joint-venture partners in Latin America. Worked with international divisions of Warner, Fox, and toy licensors such as Mattel, Hasbro. Was responsible for effective relations with Disney, relevant to the McDonald’s/Disney ten-year partnership (for Latin America), from establishing working relationships and procedures to the execution of international tie-in promotions.
Account Sales / Creative Direction - Independent Consultant, Chicago, IL
May 1994 - December 1995
Represented Comadres Communications and Design, Inc., a full-service marketing agency specializing in Hispanic and general consumer markets and Interactive Communications Group, Ltd., a multilingual communications firm providing marketing and corporate training programs, specializing in video, and multimedia formats. Responsibilities included account management and creative direction in print, direct mail, TV/video, and radio. Clients included Sears, Quaker, Navy Pier, Tribune Co., Lake Shore Drive Magazine, and local ad agencies.
Creative/Operations Director - ¡EXITO! Newspaper (HOY), Chicago Tribune
(Contracted for start-up & execution) May 1993 - May 1994
As part of the Tribune/Exito marketing team: established production procedures for both editorial and advertising in-line with Tribune facilities and standards; hired and supervised design team of nine; assisted in the purchasing and implementation of modern publishing equipment and software on behalf of the Tribune Co. Coordinated operations for efficiencies in publishing with the Miami edition of ¡EXITO!
Marketing Communications Manager – Latin American Operations,
Nalco Chemical Company, Naperville, IL August 1990 - May 1993
The World's largest industrial water treatment and specialty chemical company. Developed and maintained a regional positioning campaign for seven companies and three districts throughout Latin America and Spain, including a trade ad campaign; a quarterly, 4-color, technology magazine; product brochures; and an employee newspaper (Spanish and Portuguese). This communications program served as a model and template for advertising programs in Europe and the Pacific Rim. Other responsibilities involved quality improvement education, event
planning, sales training programs for sales/marketing personnel.
Advertising Manager - HIRSH Company / SEVKO, Inc., Chicago, IL (Hardware/Housewares industry) January, 1984 - August, 1990
As advertising manager for The Hirsh Co. (subsidiary of Sevko), manufacturer of consumer and industrial storage furniture, shelving and other products, developed and implemented a consumer brand packaging identity with the support of a trade industry campaign. Was involved with new product development and promotion. Supervised one designer, a marketing coordinator and several freelance artists and photographers.
From January of ‘84 to June of ‘88 held positions of graphic designer, then marketing coordinator for Sevko, Inc. Deerfield, IL, parent company of housewares manufacturers, Salton, Inc., Ingrid, Ltd., Republic Molding Corp., and Max Klien Co. Was responsible for brochure/sales literature design, ad design/copy, package design, P.O.P. design, trade show management, photo direction, ad agency direction and print buying.
EDUCATION, TRAINING AND SKILLS
B.A. Advertising - School of Journalism Degree with an Advertising Emphasis, Art Minor Electives stressed Marketing studies. - Northern Illinois University, DeKalb, IL. - May, 1984.
Marketing/Sales Management, and Quality Improvement Education - Over 280 hrs. of training and education through various internal corporate and external professional programs. (Details available on request.)
IHMU (International Hamburger Marketing University) - McDonald’s Corporation training required of all marketing managers, franchisees and joint-venture partners. April, 1997.
Macintosh and PC: Word, PowerPoint, Xcel, QuarkXpress, AdMan
Fluent in Spanish. Working knowledge of Portuguese. Portfolio available for viewing. References available on request. |
