About me.
L.A. woman at heart. I did escape for a dozen years to pursue my love for marketing and all things digital in San Francisco but I'm BACK. When I'm not reading, finding patterns, admiring design, I'm chasing two little boys and hushing Hector the dog. My husband and I escape to see the world as much as possible, but send me an email, I promise to respond in English or Español.
VP, Strategy
JOE Agency
2018 - 2020
Digital Strategist
Discover Los Angeles
2018 - 2018
Leading the strategic initiatives for entertainment, sports and lifestyle clients for JOE Agency. Leveraging data and cultural insights to exponentially increase clients and media publishers goals.
Clients included: Topo Chico Mineral Water, Pier 1 Imports, Sports Illustrated, Nickelodeon, Freeform and healthcare provider, L.A. Care.
Projects included: social to e-commerce success, primary research, brand, influencer, digital content and creative strategy. Multi-cultural cultural consultant and editorial strategy.
Strategic lead for DISCOVERLOSANGELES.COM. Establishing business objectives and benchmarks for website success. Building deep role-based personas, outlining their needs and synthesize competitive insights, to architect an actionable website strategy. Intimate collaboration with user experience lea, editorial and brand team.
Corporate Director, Digital & Cross-Cultural Strategy
R&R Partners
2014 - 2018
Delivering results for a variety of clients domestically and in Latin American. Pulled data-driven and culturally rich insights to help shape brand, social, CRM and website strategy plans for beverage, beer, travel & tourism and technology fortune 500 companies.
Clients: Coca-Cola FEMSA, Western Digital, Grupo Posadas, Las Vegas Convention Visitors Authority, Small Town Brewery.
Digital Account Director
David & Goliath
2013 - 2014
Kia Motors - lead the digital strategy and relationship with KIA Motors digital and Spanish assignments. Managed content creation, digital campaign launch and demand generation campaign for the K900, and the 2014 KIA Soul in the United States.
Account Director
R/GA
2012
Microsoft - managed the three-day experiential event for Microsoft’s Windows 8 launch. Collaborated with client and agency cross disciplinary leads to sync 39 digital billboards and two dozen interactive booths in Times Square.
VP, Associate Director
Publicis
2011 - 2012
LG Mobile - led the marketing and creative team through the digital launch of four LG Mobile phones. Launched their digital strategy and helped architect their first interdisciplinary campaign reporting dashboard.
Scion - launched their first dynamic banner strategy for four of their car lines. Responsible for doubling the agency fee in less than six months.
Management Supervisor
Pereira & O'Dell
2009 - 2011
Crown Imports (Corona Extra, Corona Light, Negra Modelo, Tsingtao, Victoria) - Account lead for Crown Imports, responsible for digital campaign strategy.
Victoria - managed the integrated launch for 145-year old Mexican Beer in the United States. Reached our seven-month sales goal in less than three months.
Corona Light and Corona Extra - launched their social channels and managed their content and publishing strategy.
Tsingtao and Negra Modelo - managed the shaping of their positioning market via qualitative and quantitative research.
University of Phoenix - digital account lead for the University of Phoenix, including product and web development, integrated digital campaigns and display strategy.
Senior Account Executive
McCann Erickson
2006 - 2009
Microsoft - lead campaign planning, implementation and reporting for Microsoft’s Windows Vista. Focus was on digital demand generation and relationship marketing efforts for mid-size and enterprise business.
Account Manager
Young Wells Communication
2004 - 2006
Managed a team of nine employees in the execution of integrated marketing campaigns that involved brand strategy, direct mail, print, website development, CRM, radio, print and packaging development
Clients: Jordan Winery, Triple Creek Ranch - Montana, Resorts at Squaw Creek
Account Manager
New America Media
2002 - 2004
Multicultural, multilingual advertising service focused on California's ethnic communities. Managed traditional advertising campaigns in behalf of PG&E, City of San Francisco, The California Endowment, and the Ford Motor Company.
Brand launches & growth New business growth
Qualitative + Quantitative research Cross-cultural strategy & management
Persona development Latin-America business management
Content Strategy (inc social) Leadership
User-centric channel strategy
CRM strategy
Website and campaign testing