Strategic marketing communications professional with an expert understanding of the Latin American and US Hispanic markets.
Experience in strategic positioning and planning. Results-oriented, decisive leader with proven success in P&L management, strategic thinking, problem-solving and in leading comprehensive marketing strategies in support of business goals and objectives. Demonstrated ability to deliver. Strong skills in multi-cultural and cross-regional marketing. Bicultural and bilingual.
Microsoft Word, Excel, PowerPoint, Outlook, Adobe Photoshop, Lotus Notes
Senior Marketing Manager01/2009 to CurrentWestern UnionEnglewood, Colorado
Hispanic Integrated Marketing Communications Led the development of a marketing strategy and the execution of the 360 go-to-market communications plan for the money transfer business to the Central American and Hispanic Caribbean regions Worked with key Western Union Agents in Central America and Hispanic Caribbean to enhance brand and benefit awareness among money transfer users in-country.
Programs included pan regional Holiday and Mothers' Day promotions to strengthen seasonal business Drove stronger brand meaning, familiarity, and relevance through new communications platforms that leveraged the power of traditional media, our retail network, celebrity, public relations and social media Led and managed the launch of the Engagement Digital Contest Platform for Love in Any Language in less than four weeks.
The first ever Western Union viral talent contest yielding over 300K visitors as well as over 1,000 song videos and over 88K votes.
Love in any Language was recognized with an Honorable Mention in the Branded Entertainment category for the 2011 HispanicAd.com Media Planning Excelencia Awards.
Led the development and managed the implementation of the Digital and Paid Search Plans for General Market, African American, Hispanic and Emerging Segments Managed the Social Media strategy and communication calendar for the General Market, African American, Hispanic and Emerging Segments.
Marketing Manager03/2007 to 12/2008Western UnionSunrise, Florida
Events & Grassroots, Central America, Dominican Republic and Cuba Developed, implemented and managed all U.S.
based Grassroots Marketing and Sales Programs for Central America, Dominican Republic and Cuba (NOLA) Played a leading role to ensure revenue and transaction growth goals were achieved Managed sponsorships and relationships with community leaders, event organizers, pr agencies, gift/premium vendors, printer companies and audio-visual companies Supervised and coached marketing promotional agencies to ensure the successful coordination and implementation of all grassroots marketing programs.
Programs included: community events and festivals, custom events and programs, integrated sponsorships, street marketing, customer appreciation days, financial literacy seminars, mobile consulates and radio remotes Managed alliances with Central American consulates nationwide and supervised external Mobile Consulates Airpak consultant to continue to build community relations and to identify business opportunities Led comprehensive Grassroots successful U.S.
launch of Next Day Service nationwide for Central America business Directed Grassroots marketing plan to drive High Band price launch and push-pull Your Remittance Yields Further promotion in top five DMAs and nationwide in this order Managed Grassroots NOLA annual investments of over $900k Conducted business analysis of grassroots programs to ensure effectiveness in the ever-changing business Worked with key U.S.
Outbound Marketing managers, in-country Marketing, Customer Relation Management (CRM), Agent Network Management (ANM), Public Affairs and Foundation to generate strong synergies and to ensure alignment of objectives Oversaw and managed the implementation of in-culture, in-language financial literacy program in LA developed specifically to connect with the Hispanic Community by bringing value to our consumers and organization partners in order to strengthen brand loyalty and increase their affinity for Western Union's products Led the alignment of cross-region USOB, Retail Marketing and Canada in order to place promotional material orders in conjunction to drive budget cost efficiencies via economies of scale and secured Marketing, MRB, Legal approvals.
Managed the sourcing and tracking of premiums and other marketing materials for Grassroots activities.
Marketing Manager09/2005 to 03/2007The Beacon CouncilMiami, FL
Events Marketing Manager, Marketing & Communications Managed all aspects of event planning, including go-to-market communications marketing plans, production, and implementation for Miami-Dade County's official economic development partnership.
Duties included strategy design, creative and program development, hotel/venue choice and liaison, program planning and direction, event marketing and promotion; speaker (s) selection; management of mailings and RSVP services; on-site management of entire event, registration management; budget and event-related invoicing and reconciliation; post-event tear down and wrap-up reports Events supervised included award ceremonies, receptions, auctions, golf tournaments, tradeshows, board of directors meetings, executive committee meetings, community breakfasts, retreats and holiday parties.
Managed all aspects of The Beacon Council's First Annual Lifestyle Auction, which raised more than $50,000 for the Make It Miami, a Miami-Dade County marketing campaign.
Responsibilities included developing and producing auction logistics plan, staffing plan and auction forms Managed advertising agencies for the development of all marketing event-related collaterals including: ads, invitations, program books, handout materials and other special promotional pieces Monitored revenues, costs and expenses of all marketing events programs Ensured the sponsorship benefits for each event were being fulfilled and monitored the solicitation of prospective sponsors with their respective benefits Worked with The Beacon Council's Marketing Taskforce to promote Miami-Dade County to companies from around the world Managed multiple vendor relationships for the organization, including media/pr agencies, hotel venues, audio-visual companies, mail houses, printer companies, gift/premium vendors, signage vendors, florists, photographers, and videographers Managed on-site, behind-the-scenes to ensure smooth execution of all programs and events Managed branded marketing materials and premium gift inventory for entire organization.
Marketing Manager08/2001 to 07/2005Design Center of the Americas DCOTADania Beach, Florida
Developed multi-dimensional programs and events, designed to increase audience potential and sales for the world's largest design center complex, totaling more than 775,000 square feet while directly managing all aspects of developing, implementation and production Managed overall timeline and implementation schedule, including coordination of all vendors, collateral materials, signage, billboard, point of purchase, direct mail, public relations and on-site promotional displays Negotiated, developed and managed advertising for marketing programs and events Developed and implemented a new bid process for the organization, and restructured internal controls resulting in a 20 percent cost reduction over 2 years Developed and managed distribution of transportation, audio visual, and guest satisfaction surveys for key stakeholders of DCOTA Developed logistics plans to accommodate visiting guests, attendees, participants and keynote speakers from all over the world Developed and implemented arrangement of displays of materials throughout the facility Spearheaded and managed a sales lead tracking program, enabling showrooms to strengthen their sales follow-up and shortened the sales cycles, increasing sales Researched, identified and secured guest speakers and exhibits as key event elements Negotiated and led all financial considerations insuring adherence to budget and RFP requirements Integrated non-profit, charitable and community alliances, sponsorship and participation to insure media coverage and desirable attendance Supervised on-site corporate meetings; training programs for showroom community; black-tie galas; large community exhibits; show house endeavors with multiple organizations; and large-scale sales and on-site promotions with more than 500 attendees.
Master of Business Administration: International BusinessDecember 2008University of MiamiMiami, FloridaInternational Business
Bachelor of Arts: Communication Sciences and Disorders, Speech-Language Pathology EducationMay 1998University of FloridaGainesville, FloridaCommunication Sciences and Disorders, Speech-Language Pathology Education
Fluent in English and Spanish, verbal and written
Adobe Photoshop, ads, advertising, audio, benefits, budget, business analysis, Bi, com, community relations, consultant, cost reduction, Council, CRM, direct mail, direction, Fluent in English, event planning, financial, forms, inventory, investments, invoicing, Legal, logistics, Lotus Notes, managing, marketing plan, marketing plans, marketing strategy, marketing, Market, Marketing & Communications, Marketing Communications, Marketing Manager, marketing materials, Marketing and Sales, materials, Media Planning, meetings, Excel, mail, money, Outlook, PowerPoint, Microsoft Word, Network Management, network, Next, pr, printer, producing, profit, program development, program planning, promotion, promotional material, public relations, speaker, radio, Retail, RFP, sales, seminars, Spanish, staffing, strategy, surveys, tear, training programs, transportation, written