Dynamic and innovative thought leader with 15 years of experience in the advertising and marketing industry. Highly motivated team builder, excellent interpersonal and communication skills, and results oriented professional committed to guiding organizational and client goals. Multilingual - Spanish, Portuguese, German
Career spans across a spectrum of industries, including apparel & footwear, automotive, consumer packaged goods, food & beverage, sports, and technology & media. Clients are agencies and brands seeking to understand consumer cultural behaviors and trends in order to design and implement intelligent creative assets.
Cultural Intelligence - Insights, Research, and Analysis
Strategic Planning - Brand Strategy, Consumer Engagement Strategy, Creative Strategy, Digital Strategy, Retail/Shopping Strategy, Sponsorship Strategy
Content Development - Advertising, Branding, Creative Ideation, Digital Media Production, Retail Programming
Objective: Plan and facilitate a research project designed to understand the attitudes and perceptions of bicultural Hispanic fast food consumers towards the Taco Bell brand. The discussion guide concentrated on the Live Mas campaign and the introduction of a breakfast menu. Research included testing creative concepts (60 sec spots and social media) with respondents and documenting reactions.
Tactics: Focus Group Moderation (English and Spanish), In-Home Ethnography Interviews, Cultural Branding, and Consulting
Results: Based on research and strategic consulting provided, Taco Bell decided to move more of their creative work to Deutsch LA. This allowed the planning department to build a “total market” approach within the agency to service more of their client roster, which includes 7Up, Dr. Pepper, and Volkswagen.
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Objective: Produce consumer research and insights into U.S. multicultural market in order to provide intelligent creative platforms for shopper marketing efforts, and develop a cultural branding model for senior PepsiCo leadership. This included developing creative marketing solutions across the organization’s portfolio of brands.
Tactics: Consumer Insights, Creative Ideation, Engagement Mapping, Sponsorship Partnership, Event Marketing, Content Development, Retail & Shopper Marketing, and Market Research
Results: PepsiCo improved it’s brand equity in the strategically important U.S. multicultural market. Today, a cultural branding strategy permeates throughout the organization and is applied in the form of cross-cultural marketing tactics. This applies to work produced by all partner agencies. It started with the total market approach, led by Hispanic consumers, at the shopper and retail marketing level.
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Objective: Apply a cultural branding approach to inform senior MillerCoors brand managers about the consumer consumption experience of the michelada/chelada beer products, including both “homemade” and “premade” (Budweiser/Bud Lite Chelada, Tecate Michelada) products. The purpose was to gain deeper a understanding of the category and the potential it held in relation to the MillerCoors brands portfolio.
Tactics: Recruiting, Ethnography In-Home Interviews, Retailer Interviews, Cultural Branding, and Consulting
Results: Delivered a strong statement on the opportunities available to enter this market segment via written report and presentation at a MillerCoors ideation session. Attendance included agency partners tasked with developing branding, marketing, packaging design, and retail strategies.
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Objective: Uncover attitudes and perceptions of U.S. Hispanic consumers, especially Millennials, towards the Volkswagen brand during the new car buying process. Conversation focused on what is important while shopping for a new vehicle, including information on online research behavior, in person dealer visits, test driving, while also exploring brand heritage, and the role of language.
Tactics: Market Research, Focus Group Moderation (English and Spanish), and Consulting
Results: Agency leadership used cultural intelligence generated to present the VP of Marketing at Volkswagen of America with a strategy for engaging Hispanic car buyers. This included insights into how consumers absorb and interpret brand messaging, they’re cross-cultural Latin connection to brand’s heritage, digital media needs, and the role sponsorship assets, such as the motorsports, play in connecting with Hispanic Millennials.
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Objective: Establish a snapshot of Chivas Regal in U.S. market in relation to sales and brand performance to competition. Understand key issues facing Chivas-Regal, and how a “winning the right way” brand message embedded in the “Live with Chivalry” global campaign would resonate in the U.S. and Mexico. This included selection of culturally relevant social entrepreneur and actor/musician casting talent for commercial spots.
Tactics: Market Research, Cultural Talent Casting, and Consulting
Results: Participated in an all day workshop immersion with senior Havas and Chivas Regal leadership from U.K., U.S., and Mexico educating brand managers of the goals behind the bilingual “Chivas - The Venture - Live the Right Way” campaign launching in late 2014.
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Objective: Develop the Business of Diversity in Sports & Entertainment program by helping organize and run the committee with 10-12 individuals in the industry who have a strong desire to support and grow diversity initiatives within the sports and entertainment industry.
Tactics: Sports Marketing, Recruiting, Sponsorship and Consulting
Results: Recruited unique up and coming sports business professionals from baseball, Olympics, and motorsports for the 2015 National Sports Forum conference in Cincinnati. Shared insights and fresh ideas for BDSE workshops, including agenda content and selecting guest speakers, as well as developing sponsorship framework for future events.
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Objective: Goal of the Multicultural Action Sports Snowboard Report was to provide the snowsports industry with first of its kind market intelligence on the multicultural youth segment. Industry myths around socio-economics, geography, and interest levels were addressed in order for snow sports brands to confidently engage multicultural consumers. M.A.S. was designed to elevate the discussion and help point brands in the right direction.
Results: The M.A.S. Report received significant endemic and non-endemic press coverage. It was downloaded over 200 times by advertising/marketing agencies, snow brands, and resorts. A video highlighting the report was viewed nearly 20,000 times in over 80 countries.
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Objective: Develop an international competitive snowboard program for Mexico by identifying athlete talent, creating a youth pipeline network, and managing team personnel while also representing the country at Olympic qualifying events. Also charged with fostering team relationships with the media, international governing bodies, and potential sponsors.
Assignment: Identify, build, and execute an Ohio University Sports Ad PMSA class of 2014 fundraising campaign for charity.
Tactics: Digital Marketing, Cause Marketing, Sponsorship & Partnership Activation
Results: Along with two classmates, participated in the Rickshaw Run event in India. We drove 2,200 miles across the continent in an auto rickshaw. Established a partnership with Love Hope Strength, a rock n’ roll cancer research foundation. Also, conceptualized and directed a content driven social media campaign designed to bring awareness of LHS and our effort to complete the event. Finished in 14 days, and raised over $20,000.
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Objective: New American Mainstream in Baseball Report is a comprehensive look at the impact and role of multicultural consumers, in particular Hispanic Americans, on the business of baseball. It examines current youth participation, sporting goods retail, and Major League Baseball attendance figures in relation to the American economy. This Hispanic baseball summary focused on bicultural Hispanic engagement as means for broader multicultural sports marketing engagement.
Tactics: Cultural Branding, Sports Marketing, Market Research, Digital Marketing, Ethnography, Retail Marketing, and Sponsorship
Results: Report was distributed throughout the 1,100+ Ohio University Sports Ad network, and contributed to an invitation to join the National Sports Forum’s Business of Diversity in Sports and Entertainment committee. Also led to being a guest blog contributor on the Migala Report, an educational and idea-sharing resource for sports executives pursuing revenue-generating concepts. It is supported with an unprecedented editorial board comprised of senior-level executives from MLB, the NBA, NCAA, NHL, NFL, minor league baseball and minor league hockey.
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Objective: Obtain lifelong education, resources and friendships from the best in class sports business program in the world. Since introducing a Master of Sports Administration degree in 1966, Ohio University has long been recognized as the birthplace of sports education. Today, the College of Business, through the Department of Sports Administration, offers coursework leading to the Professional Master of Sports Administration degree in an online format designed to meet the needs of practicing sports professionals. 21-month online program will requires three residencies on Ohio University’s Athens campus.
Results: Graduated in May 2014, and received two honors from classmates. “Most Creative Future in Sports” and “Cumulatively Sum Up All Class Superlatives and Our Class Swag as Whole”.
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