HEARTS & SCIENCE (An OMNICOM media agency)
New York, NY
Helped define successful paid media strategies that align with AT&T's diversity (Hispanic & AA) marketing objectives for their LOBs (Mobility & Entertainment, DirecTV, DirecTV Now). * Developed and executed media strategies and oversaw cross-channel campaigns (TV, Digital, video, audio, social, paid search), optimization strategies, and campaign performance for top tier client relationships. * Served as a business partner to AT&T working closer with specialized agency teams (Digital/Social, Activation, Analytics) and creative AOR partners to ensure delivery of integrated plans. * Led the development, research and identification of Latinx audiences for diversity campaigns leveraging insights & first and third-party data to effectively reach audiences across linear and digital channel. * Successfully led debriefing, planned and executed paid media plans with over $15MM budgets that met AT&T's objectives to drive demand, conversion and engagement, acquisition and retention. * Implemented first-ever measurement framework for diversity campaigns that went beyond reporting, designed to establish, track and measure specific KPIs.
Franchisee World Headquarters
Multicultural Marketing Manager (Brand Development team within CMO) Grew market share among multicultural consumers to 4.5% outpacing general market. * Developed annual strategic marketing and communications plan, national ad programs and calendar. * Oversaw Hispanic communications planning and strategies, consumer messaging calendars and managing AOR resources and scope, as well as execution of all media and integrated marketing campaigns, promotions and branded content, digital and social media campaigns aligning them with overall brand strategy (one brand/one voice). * Accountable for: defining program strategy, achieving campaign metrics, and reporting results as well as making recommendations across consumer segments, targeting, messaging and flighting. * Worked closely with Research, Audience Insights and Analytics team to identify key audiences, gather insights, optimize consumer research, refine targeting, and measure campaign efforts. * Planned, managed and activated all MC media partnerships: sponsorships, promotions, and branded content integrations across all media channels.
Owner & Managing Director
The Ñu Group LLC
Franchisee World Headquarters Owner & Managing Director - Independent Multicultural Agency focused on Latinx * Identified growth and revenue opportunities and provided recommendations to clients for penetrating and increasing their share of multicultural markets with focus on Latinx. * Lead content strategy, interviews, and co-writer of the film Realidades/Realities: A Documentary and Discussion-Based Program from an Immigrant's Perspective for the Univ. of Minnesota * Developed and executed Hispanic brand and content strategies, consumer promotions and PR campaigns for General Mills portfolio of leading brands (Cheerios, Green Giant, Betty Crocker) * Built multicultural insights into the communication planning, creative and concept development process for TV, radio, film, print, online consumer promotions, direct mail, mobile, OOH, PR. * Produced culturally relevant marketing communications and English/Spanish content for national advertising campaigns for both new and traditional media channels. Client portfolio: General Mills brands (Cheerios, Green Giant, Betty Crocker, Yoplait, Lucky Charms), BlueCross BlueShield, University of Minnesota, Wells Fargo and UCARE (Health care) among others.
New York, NY
a division of NGL Media Leading Latinx video marketing solutions company − Consultant for the award-winning branded entertainment division of NGLM − Served as liaison and managed client relationship. − Oversaw all aspects of the development and production of the "Ford Escape" video series managing both the internal teams and our corporate partner.
Sr. Marketing & Media Consultant
Canela Media Inc.
Strategic consultant for Latinx digital media company offering brands a complete ecosystem to connect with multicultural audiences leading with its free streaming service, Canela.TV, offering on-demand Latinx focused movies and TV entertainment through multiple platforms.
Director of Strategy
Senior Marketing Executive
− Interim Hispanic director
New York, NY
within the Partner Marketing team responsible for overseeing distribution agreements for all NBCUniversal content. − Achieved positive results and advanced NBC, Telemundo, NBC Universo and SyFy programming priorities by growing partnerships Comcast, Charter, TWC, DirecTV/AT&T, VERIZON, DISH Network among others. − Effectively developed and implemented Hispanic campaign plans that drove partners' goals and programming priorities for the networks.