Highly accomplished, strategic and performance-driven marketing executive that delivers superior creative, managerial and financial results. Successful business leader and C-level strategic counselor with 20 years experience developing winning strategies and campaigns for leading global marketers that drive engagement, sales and loyalty. Translate insights into innovative creative solutions and digital experiences. Strong understanding of how technology, media and culture shape brand strategies. Proven sales and business development pro, backed by long record
revenue growth and account wins.
Market research, data mining and analysis
Cross-cultural and multicultural marketing strategy
Brand building and product launches
Integrated marketing campaigns - ATL and BTL
Campaign direction and project management
Digital influencer, social PR and grassroots marketing
Content development and production
Consultative sales and business development
Multi-million dollar P&L management
Establishing and delivering on KPI goals
During 14 year tenure at Accentmarketing (Top 20 multicultural agency), significantly grew revenue and rose up the ranks to become a managing partner, holding key leadership roles prior to being named President.
Trailblazer in use of non-traditional media and innovative digital approaches to solve marketing challenges.
Throughout career, have led development of award-winning communications and campaigns for Fortune 100 global firms including P&G, General
Motors, Boehringer Ingelheim and Sprint.
Positioned challenger brands including Nextel, Farmers Insurance and the U.S. Navy against market leaders with deep pockets, with outstanding business results.
Selected and served as judge for the 2013 North American EFFIE Awards, which are a global symbol of achievement honoring effective marketing communications.
Independent Marketing Consultant Current
Provide marketing services and senior level counsel focused on strategy, digital content and business development.
Clients include Bilingual Children's Enterprises (Tech firm
apps and web-resources for kids 2-6 that celebrate diversity and
language learning), Heal with Angels (Natural health and wellness blog).
Senior Vice President, Newlink America06/2015 to 03/2016Newlink (Award-winning, international consulting firm)Miami, FL
Led the firm's Multicultural practice through transition following departure of founder/managing partner.
Provided strategic counsel and
marketing support to clients including Coca-Cola, ESPN and Janssen
Executive Vice President, Client Services07/2013 to 03/2015República (Leading cross-cultural and digital advertising agency; Independent)Miami, FL
Directed cross-functional team that delivered $2.1MM in organic revenue
growth in CY 2014 and served a diverse client base including Toyota, Univision, Boehringer Ingelheim, National Pork Board, BankUnited and Google.
Responsible for the agency's Client Service, Communications & Content, Research and Digital Innovation departments.
Provided strategic leadership in the development of all integrated advertising, PR and digital campaigns.
Established strategic planning as a core discipline across all accounts and expanded depth of research capabilities.
Positioned Boehringer Ingelheim major account for solid growth,
championing and selling through the ground-breaking "Cuida tu Don"
digital and CRM initiative supporting their diabetes portfolio of brands.
Devised strategies that improved efficiency, while restructuring and
building a "best in class" client service/account team,
which grew from 21 to 40 FTE's during tenure.
Key contributor in RFI/RFP bid preparation and participant in winning new business (Toyota, Four Seasons and Tous).
President and Managing Partner12/1999 to 05/2013Accentmarketing (Ad Age Top 20 ranked multicultural agency; IPG)Coral Gables, FL
Provided strategic leadership, working with the Board and management team to establish long-term goals, strategies and plans. Consistently delivered superior creative, managerial and financial results.
Devised successful USH communications strategies and launch campaigns for national brands
including GM's Chevrolet, Kaiser Permanente, Dunkin' Donuts, Unilever's Snuggle, Sprint, AHA, Valvoline and Dewar's 12.
Directed cross-functional teams in development of
business building campaigns across agency's diverse account base.
Provided strategic guidance/input, and reviewed and approved all campaigns, media plans and marketing
Successfully positioned several "challenger brands" against market leaders, achieving the following results: - Boosted Farmers Insurance brand awareness and ad recall from zero to #2 position in only 24 months.
Nextel to the #1 spot in consideration over Verizon, just
12 months after national Hispanic launch.
- Exceeded Navy's Hispanic recruitment goals for 12 consecutive years.
Led numerous digital initiatives including development of ChevySi.com, the first Hispanic targeted automotive brand site, and a broad array of bilingual digital/social content for Navy's Hispanic and Total Market sites.
Built strategic alliances and fostered productive, seamless relationships with IPG sister agencies and other partners.
Prior to being named President, led the agency's largest client teams as Director of the Client Services and Strategic Communications (Research, Strategic Planning and Media) groups.
Steered the company's business
development efforts for 12 years resulting in $22MM in revenue growth.
Hired, motivated and managed a best-in-class team, achieving high retention and loyalty.
Category Manager - Good Housekeeping10/1997 to 09/1999Hearst Magazines (Multinational group, publisher of 21 U.S. titles / 300 international editions)NY, NY
Consultative sales and management responsibility for major account list that included J&J, Unilever and Estee Lauder.
Developed significant new business including Revlon, Nivea, Reebok and Warner-Lambert account wins.
Exceeded 1998 revenue goal by 24%, earning Sales Executive of the Year nomination.
Category Manager - Consumer Goods09/1996 to 10/1997Newspaper National Network (National sales initiative of Newspaper Association of America /NAA)NY, NY
Represented, marketed and developed business for all major U.S. daily and weekly newspapers.
Created unique, targeted advertising opportunities that leveraged the strengths of daily newspapers and employed the medium in fresh, innovate ways - bringing new national business to the industry.
Developed sales proposals and presented to senior level clients that included Clorox, P&G and Seagram USA.
Vice President, Business Development Manager06/1994 to 08/1996Gannett Outdoor Group (Largest outdoor advertising company in N. America, owned by Gannett Co.)NY, NY
Increased industry sales by prospecting new business in non-endemic categories for OOH medium.
Led Hispanic-focused sales, including responsibility for "Gane y Ahorre"; a turn-key consumer promotion combining direct mail, OOH, radio and in-store media (JV with Caballero Spanish Media).
Delivered significant business including P&G's Pantene, Liz Claiborne, Esprit, INC, Avon and Maybelline.
Group Account Supervisor07/1992 to 06/1994FOVA / now WING (Subsidiary of GREY Advertising, WPP)NY, NY
Oversaw Hispanic marketing efforts for Procter & Gamble HBA account
group; Cover Girl, Pantene, Head & Shoulders, Sure and Oil of Olay
($10MM in annual billings).
Industry Leadership & Recognition
Industry leadership highlights: Hispanicize 2013 Advisory Board, 4A's Southern Region Board of Directors
and Florida Council Board of Governors - 2010-2013, The Interpublic Group of Companies MERGE Leadership Council.
National awards include Gold ADDY's, Silver Anvil, AAF's Mosaic Award and P&G's Business Building Award.
Featured in Latino Leaders, Hispanic Business, The Miami Herald, Produ.com and other leading
Speaker/panelist at Hispanicize, Diversity Business, NGLC,
SRI, DMA and other industry conferences.
Bachelor of Science: Advertising, Marketing1988University of FloridaGainesville, FL
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Companies Worked For:
Newlink (Award-winning, international consulting firm)
República (Leading cross-cultural and digital advertising agency; Independent)
Accentmarketing (Ad Age Top 20 ranked multicultural agency; IPG)
Hearst Magazines (Multinational group, publisher of 21 U.S. titles / 300 international editions)
Newspaper National Network (National sales initiative of Newspaper Association of America /NAA)
Gannett Outdoor Group (Largest outdoor advertising company in N. America, owned by Gannett Co.)
FOVA / now WING (Subsidiary of GREY Advertising, WPP)
University of Florida
Job Titles Held:
Senior Vice President, Newlink America
Executive Vice President, Client Services
President and Managing Partner
Category Manager - Good Housekeeping
Category Manager - Consumer Goods
Vice President, Business Development Manager
Group Account Supervisor
Bachelor of Science : Advertising, Marketing 1988
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