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Executive Director of Strategic Planning Resume Example

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EXECUTIVE DIRECTOR OF STRATEGIC PLANNING
Executive Profile
Performance-driven Multicultural Marketing professional with proven success leading Hispanic market-building initiatives across fast-paced industries, channels and complex environments. Recognized by C-Suite for translating business opportunities into effective marketing strategies and campaigns with entrepreneurial spirit. Builder of long-standing partnerships and relationships.
Core Competencies
  • Hispanic marketing, retail, technology and banking expertise
  • Strategic and analytical brand developer
  • Cross functional lead within research, account planning and business analytics
  • Direct response, digital and social media savvy
  • Strong and effective communicator 
  • Team and relationship builder/integrator
  • Bilingual (Spanish/English) 
  • Efficient P&L/budget administrator
  • Detail-oriented operations manager with Lean Six Sigma experience
  • Serve as judge for Effies
Core Accomplishments

Commitment to service and results leading to Agency retention and acquisition of new business:

  • Restored positive relationship with Bank of America and Kmart
  • Led Telecom/FiOS pitch yielding multi-disciplinary scope of services, subsequent win of Wireless, launch of NY office and gaining #1 position as largest, U.S., independent Hispanic Agency
Pioneer Hispanic initiatives serving as case studies:
  • Created Agency's proprietary path-to-purchase planning model integrating media, research, account planning and analytics
  • Gained CMO approval of Bank of America's first Hispanic Bicultural strategy
  • Launched Verizon Wireless' first digitally and socially-led campaign, used by Facebook as case study

Craft innovative insights fueling creative that delivers on business needs:

  • Recognized by Walmart for  Hispanic consumer insights research informing creative campaigns that exceed ABX benchmarks

Awarded 3 of the Agency's 5 ARF Ogilvy Awards:

  • Gold Multicultural Award for Bank of America's Bicultural campaign
  • Gold Multicultural and Best-In-Class Awards for extraordinary success in solving Verizon FiOS' business challenge
Professional Experience
Executive Director of Strategic PlanningOct 2010 to Current
Lopez Negrete Communications - Houston, Texas
Responsibilities:
  • Spearhead the development of strategic planning capabilities, as well as its organizational structure and process
  • Orchestrate the analysis and development of business cases, points-of-views, industry and consumer primers
  • Apply high standards of Hispanic marketing strategic intelligence in the development of annual marketing plans and dashboard of key metrics for Verizon FiOS, Verizon Wireless and Walmart
Walmart:
  • Played key role in focusing and honing the “cross-the aisle” strategy to grow existing basket share which led to retention of Walmart's business
  • Led in augmentation of Walmart's customer segmentation to develop Hispanic consumer profiles analyzing Simmon's quantitative data
  • Maintain lead role in the analysis and development of Walmart's Hispanic AOP identifying strategic priorities and opportunities while serving as integration lead with Media, African American and Asian agency partners
  • Steward research and account planning in the design and implementation of qualitative research learning plan generating insights and influencing creative development
  • Copy-testing results have exceeded Hispanic ABX norms for Holiday, Lent/Easter and Fresh campaigns to-date
  • Agency recognized by Walmart for collaboration and providing strong, innovative and relevant cultural insights fueling ideas and creative work in response to business needs and competitive opportunities 

Verizon Telecom/FiOS:

  • Hispanic direct-response AOP strategy and campaign exceeded performance indicators: 24% in awareness, 21% in call volume, 40% reduction in cost-per-call and product differentiation
  • Launch of first Spanish-language website and social marketing platforms achieved a 60% lift in online engagement and were awarded Best ISP Website by Web Marketing Association
  • FiOS' acquisition results grew from 30% to 50% market penetration resulting in evolving from acquisition-focused strategy, media and marketing budget to include retention
Executive Group Account Director: Bank of AmericaJul 2003 to Sep 2010
Lopez Negrete Communications - Houston, Texas

Responsibilities:

  • Responsible for leading and deepening tenured brand of 23 years
  • Collaborated with 20+ Client and Agency partners to develop and implement marketing strategies and tactics that drove Hispanic share growth
  • Largest cross-functional team of 12 serving portfolio of Savings, Checking, Credit Cards and Mortgage Loans

Results:

  • Achieved major turn-around regaining Bank's confidence and trust within first 6 months by realigning Agency's operations to comply with Bank's six sigma protocols
  • Pioneered Hispanic Bicultural marketing research, strategy and campaign achieving +9% in brand awareness, +12% in consideration and +2% in sales goals despite entering financial crisis and won Gold ARF David Ogilvy Award
  • Recognized for financial management and reporting which achieved 10% year-over-year efficiencies and served as best-in-class model among Agency partners
Management Supervisor: AT&T and Banco PopularJun 2000 to Jul 2003
Young & Rubicam/Bravo Group - New York, New York
Responsibilities:
  • Managed 10-person, cross-functional team in the development and implementation of Hispanic positioning strategies for AT&T and Banco Popular
  • Utilized direct response strategies and go-to-market tactics to target Hispanic customers for multiple lines of business across agency disciplines and external roster of agency partners

Results:

  • Developed and optimized direct response strategies exceeding revenue objectives for AT&T by 8% in a category downward trend
  • Successfully re-launched Banco Popular's Hispanic campaign in key U.S. markets with limited retail outlets and budget resulting in 16% revenue increase
AVP, Director of Marketing ServicesApr 1995 to Jan 2000
Enhance Financial Services Group, Inc. - New York, New York
Responsibilities:
  • Managed relationships with advertising agencies in the U.S. and U.K. in the creation of B2B communication programs within the credit-based insurance and financial services sectors

Results:

  • Partnered with 4 Executive Vice Presidents to develop and steward 5-year plan approved by Board of Directors
Account Supervisor: KmartOct 1992 to Apr 1995
Castor Advertising - New York, New York
Responsibilities:
  • Managed the performance of a team of 4 leading Kmart's Hispanic marketing efforts in the U.S. and Puerto Rico

Results:

  • Recognized for designing and implementing Hispanic traded store identification process resulting in expanding national advertising efforts in the U.S. and Puerto Rico yielding a 20% increase in sales
Executive Director Strategic PlanningLopez Negrete Communications - Houston, TexasVerizon Wireless: Led “outside-in” audit of Hispanic marketing resulting in AOP buy-in from CMO and leadership teamSpearheaded marketing evolution from rational monologue to emotional connection; from "one-offs" to cohesive, in-culture and in-language experience and fewer, more efficient big bets with KPI's Partnered with Media Agency, Facebook and Twitter to create first digitally and socially led World Cup campaign.  Dominated online Spanish-language conversations and became Facebook's Hispanic marketing case study.  Broke benchmarks: 5.4M video completions, $0.12 cost-per-complete; $0.09 cost-per-click; 7.02% click-thru-rateYear-to-date improvements in key brand health measures, regaining leadership in best network/devices; building emotional momentum; achieved 100% digital/social ecosystem for all campaigns and exceeded KPI's on World Cup
Education
Bachelor of Arts, English and SpanishRutgers University - New Brunswick, New Jersey
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Resume Overview

Companies Worked For:

  • Lopez Negrete Communications
  • Young & Rubicam/Bravo Group
  • Enhance Financial Services Group, Inc.
  • Castor Advertising

School Attended

  • Rutgers University

Job Titles Held:

  • Executive Director of Strategic Planning
  • Executive Group Account Director: Bank of America
  • Management Supervisor: AT&T and Banco Popular
  • AVP, Director of Marketing Services
  • Account Supervisor: Kmart
  • Executive Director Strategic Planning

Degrees

  • Bachelor of Arts , English and Spanish

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