A creative thinker with a focus on brand management; Extensive background in the creation of effective marketing and communications plans and advertising campaigns for a diverse group of clients and industries; Practical and analytical approach to the marketing and communication process with emphasis on strategy planning and creative concept development; Detailed understanding of clients’ needs in order to effectively achieve brand awareness and increase lead generation; Bilingual in Spanish and English; Familiar with cross-cultural communications issues


Portfolio

Branding

Branding: Dignity Memorial - Branding Guidelines
Branding: Dignity Memorial - Marketing and advertising materials
Dignity Memorial Selection Portfolio - Citation of Excellence in the ADDY® Awards from the American Advertising Federation
Jardines y Funerarias Del Angel - Branding Guidelines, brand presentation, and marketing best practices
Jardines y Funerarias Del Angel - Marketing and advertising materials
Renault - Internal Communications, Collateral,  and POP materials
JKT Carpet Cleaning
Aleluya Communications Inc. - Advertising agency
Alpina - Dairy company. Internal Communications, Collateral, and POP materials
Getronics - Electronic service provider. Internal Communications, Collateral, and Promotional materials
ExiAutos - Car dealership
SFI - Pharmaceutical company
ZUR - Furniture and accesories
Violeta Cafe - Cafe and bar
Inver7 - Investment firm
La Perrerie - Fast food restaurant
Monteverde - Jewelry design
Hamburguesas del Rodeo - Fast food restaurant. Logo for Café Espresso

advertising

Clear Lake Infiniti - Advertisement
Del Angel Funeral Homes and Cemeteries. Advertising campaign for funeral arrangements
Del Angel Funeral Homes and Cemeteries. Advertising campaign for funeral arrangements
Sudameris Bank - Investment fund advertisement. 'If the economy gives you headaches, invest in dollars.'
M. Penner and Alfredo's Hair Studio - Advertisement
Revista Axxis - Architecture and Design Magazine. Advertisement for software and subscription promotion. 'Axxis Magazine will keep your mind and your computer updated'
El Paso Corporation - Oil Company recruitment campaign
EPM Bogota - Telecommunications company. Poster for Caller ID promotion. 'It’s more effective than telepathy!'
Stage Stores. Recruiting campaign
JCPenney. Advertisement for special Christmas edition
Southern Ford. Advertising campaign
Houston Association of Realtors. Newspaper advertisement
Hot Spring Spas. Advertising campaign
McDonald's Colombia. Recruiting campaign targeted at college students. 'Pursuit 2 careers'
MHT Luxury Alloys - Team Rush Motor Sports. Advertisement for Mixed Metal magazine

Publications and Collateral

Variety Club/Paul McCartney - Promotional magazine
Houston Texans - Design and layout for this official publication of the Houston Texans
Rolls-Royce - Promotional brochure
McDonald's - Franchise brochure selected to be replicated internationally for McDonald’s
Return to Flight - Promotional magazine for NASA mission
Houston Chronicle - Cover design for The Latino Book & Family Festival special section
University of Houston - Cover design for special publications and digital layout for newspaper
Houston Chronicle/La Voz. Special section
The Rice Village Shopping Guide Cover design
Variety Club/Coca-Cola - Back cover design
DaCamera of Houston - Design for direct mail
McDonald's Colombia - Editing, design, layout and photography for quarterly magazine

Resume

MARKETING, BRAND MANAGEMENT AND CREATIVE DIRECTION

Twenty Years’ Experience in Marketing, Advertising and Communications

A creative thinker with a focus on brand management; Extensive background in the creation of effective marketing and communications plans and advertising campaigns for a diverse group of clients and industries; Practical and analytical approach to the marketing and communication process with emphasis on strategy planning and creative concept development; Detailed understanding of clients’ needs in order to effectively achieve brand awareness and increase lead generation; Bilingual in Spanish and English; Familiar with cross-cultural communications issues.

Brand Management | Creative Direction | Marketing Strategies | Communications/Advertising Execution | Internal/External Communications | Cross-cultural Communications

Professional Experience

> Marketing and Communications Manager
Service Corporation International (North America’s foremost nationwide funeral service brand. NYSE:SCI) 2006 - Present

Define and manage branding, marketing and advertising strategies for various markets nationwide, focused on quality lead generation while building company brands. Create marketing and advertising campaigns and establish internal and external communications plans. Direct both in-house creative team and external agencies in the development of a wide range of materials such as radio spots, TV commercials, direct mail, logos, ads, banners, booths and materials for grass-roots events, brochures, folders, training/sales materials, intranet and corporate presentations. Actively contribute to brainstorming and strategic planning with senior executives, sales managers and market directors; Act as liaison between market managers and legal department in the re-branding process for new acquisitions

        • • Defined brand strategy and positioning, slogan, and look and feel for the company’s key brands, as well as executed the branding guidelines for internal and external brands
          • Received Citation of Excellence in the ADDY® Awards from the American Advertising Federation for the creation of a product portfolio for over 1700 locations around the U.S. and Canada
          • Provided creative team with direction relating to corporate message and graphic standards for all marketing materials, maintaining brand and campaign consistency
          • Conceptualized and developed persuasive and innovative marketing materials that effectively repositioned the Hispanic brand and met market communications objectives, with sales increases of 27% after project release
          • Identified critical marketing prime cost and implemented resourceful solutions with an increase in cost effectiveness

> Bilingual Copywriter and Graphic Designer
Houston Chronicle/American Color Graphics (Houston’s Major Newspaper/Pre-media Services) 2004 - 2006

Authored, edited, trans-created and translated copy and text for ads, newsletters, and articles for the Hispanic market. Executed advertising projects in the marketing department in accordance with branding compliance. Designed and supervised campaigns for local and nationwide companies, including ads, direct mail, and publications.

        • • Directed and was awarded projects and accounts including Rolls-Royce, JCPenney, Ford, and the Houston Texans, among others
          • Spearheaded design and translation team, developing and establishing procedures for projects such as weekly and special sections, laying the groundwork for the creation of a Spanish Projects Department

> Creative Director
Aleluya Comunicaciones, Ltda (South American Advertising Agency – Now I.D.A. Comunicaciones Ltda.) 1997-2004

Key player in strategic planning sessions to generate and develop high-impact campaigns for effective branding awareness and lead generation. Lead design staff and sales reps by contributing to and advising on effective communications solutions and provided direction consistent with branding architecture, marketing and design strategy. Produced and implemented internal communications plans and campaigns, including marketing collateral and presentations. Designed, developed concept for, and produced several monthly and quarterly magazines from concept to art contributions, copywriting and editing. Generated and wrote copy for P.O.P. materials, brochures, and posters

        • • Awarded accounts in corporate tenders with outstanding pitches, garnering recognition from internal and external clients for companies such as McDonald’s Colombia, Getronics, Renault, Banco Sudameris and Alpina
          • Conceptualized and designed brochure and other collateral materials that were selected to be replicated internationally for McDonald’s
          • Directed precise, innovative and effective pitches and solutions for key accounts, eliminating the need for multiple rounds of attempts, reducing production cost by over 55% in less than 6 months
          • Clients’ satisfaction and results with products led to repeated referral business, doubling the company’s client portfolio within 1 year • Introduced corporate branding packages and launched identity campaigns for a number of multinational corporations, increasing brand equity in a reduced time frame• Launched intranet newsletters, print publications and multimedia presentations, enabling more efficient and cost-effective delivery of corporate news

> Instructor
Universidad Ideas, (Marketing and Advertising Colombian University) 2002 - 2003

Instructed undergraduate courses in advertising principles, advertising design, marketing concepts and principles, and graphic design software

        • • Co-authored and presented a seminar on branding and redesign course syllabus
          • Implemented authentic materials and exercises to sharpen students' skills in real advertising situations
          • Promoted awareness of communication issues in graphic design
          • Facilitated and evaluated visual aspects of students' senior projects in a variety of academic majors
          • Advised on and contributed to the establishment of students' own companies

Education

Master's in Marketing, Advertising, E-Commerce and Communications, 2006
Escuela de Negocios y Consultoría de Empresas – FORMASELECT, Madrid, Spain

Bachelor of Arts, Graphic Design, 1997
Universidad Jorge Tadeo Lozano, Bogotá, Colombia

Languages

Spanish - Native speaker
Writer and copywriter for publications, advertising campaigns and marketing. Edited and proofread Spanish publications for Renault, McDonald's Colombia, the Houston Chronicle and La Voz de Houston.



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