Functional Skills
Communications
User Experience Design (UX)
Strategic Planning
Digital Marketing / Advertising
Business Analysis
Content Marketing
Search Advertising / SEM
Leadership Development
Innovation Management
Integration Management (IMO)
Software Skills
Amazon Marketplace
Basecamp
Content Management Systems (CMS)
Google Analytics
Google Search Console
Microsoft Office
Netsuite
Jira
SMS
SurveyMonkey
Sector Experience
Business Services
Healthcare
Media & Entertainment
Retail
Technology
Languages
English
Spanish
Fortune 500
Experience
PureFormulas.com
Marketing
Chief Marketing Officer
12/2012 - 2/2023
• Transformed & elevated pureformulas.com into a prominent ecommerce brand & product
• Drove revenue from ~$18MM to ~$62MM during tenure
• Designed, deployed, and optimized countless workflows, across multiple channels, drastically reducing expenses, while growing revenue & EBITDA 3X
• Redesigned & launched new brand & website in April of 2016. Conducted in-depth focus groups to ensure new products, design and functionality did not negatively impact user experience. Research and data-driven decisions doubled traffic & revenue shortly after launch
• Built, led, mentored, and recruited, from the ground up, an award-winning team of professionals, across multiple disciplines, in short time, leading to unprecedented & record-breaking results across entire enterprise
• Harnessed and leveraged new & existing technologies to drive better revenue-enhancing programs
• Laser-focused on customer-centricity; bringing innovative values and solutions for our customers
• Ensured all resources w
• Drove revenue from ~$18MM to ~$62MM during tenure
• Designed, deployed, and optimized countless workflows, across multiple channels, drastically reducing expenses, while growing revenue & EBITDA 3X
• Redesigned & launched new brand & website in April of 2016. Conducted in-depth focus groups to ensure new products, design and functionality did not negatively impact user experience. Research and data-driven decisions doubled traffic & revenue shortly after launch
• Built, led, mentored, and recruited, from the ground up, an award-winning team of professionals, across multiple disciplines, in short time, leading to unprecedented & record-breaking results across entire enterprise
• Harnessed and leveraged new & existing technologies to drive better revenue-enhancing programs
• Laser-focused on customer-centricity; bringing innovative values and solutions for our customers
• Ensured all resources w
Univision Communications
Media & Communications
VP, Production
1/2011 - 11/2012
• Led all of Univision's IMT (Innovation Marketing Team) production efforts, from ideation to execution, regardless of channel or discipline
• Responsible for creating award-winning marketing programs, across all platforms, for Univision's entire roster of advertisers & partners
• Responsible for managing operating budget of +$20 million
• Generated +$200 million in revenue in 2012
• Recruited, led, mentored, and managed all production personnel, both within Univision's IMT team and through external (domestic & international) partners/agencies
• Integral team member responsible for process reinvention: a complete overhaul of Univision's sales & production process
• Responsible for presenting concepts and ideas to clients and ensuring final product met their goals, and aired/launched accordingly
• Responsible for creating award-winning marketing programs, across all platforms, for Univision's entire roster of advertisers & partners
• Responsible for managing operating budget of +$20 million
• Generated +$200 million in revenue in 2012
• Recruited, led, mentored, and managed all production personnel, both within Univision's IMT team and through external (domestic & international) partners/agencies
• Integral team member responsible for process reinvention: a complete overhaul of Univision's sales & production process
• Responsible for presenting concepts and ideas to clients and ensuring final product met their goals, and aired/launched accordingly
Univision Communications
Media & Communications
VP, Account Management
6/2007 - 12/2010
• Responsible for division's (Univision Interactive Media) P&L and ensuring accurate, and timely billing, of the same: ~$75MM in 2011
• Led teams that developed countless award-winning digital marketing strategies, from concept to completion
• Recruited, led, mentored, developed, and managed teams of professionals across the nation and across Univision's local networks
• Managed developers, designers, producers, ad traffic personnel & project managers to guarantee timely execution for all advertisers
• Maintained senior-level agency and client-direct relationships with top global brands
• Ensured cross-platform integration with other divisions, including Television, Radio, Interactive, and Music, were managed seamlessly, and as expected, by Univision's division President
• Led teams that developed countless award-winning digital marketing strategies, from concept to completion
• Recruited, led, mentored, developed, and managed teams of professionals across the nation and across Univision's local networks
• Managed developers, designers, producers, ad traffic personnel & project managers to guarantee timely execution for all advertisers
• Maintained senior-level agency and client-direct relationships with top global brands
• Ensured cross-platform integration with other divisions, including Television, Radio, Interactive, and Music, were managed seamlessly, and as expected, by Univision's division President
Univision Communications
Media & Communications
Director, Client Services
7/2004 - 5/2007
• Responsible for developing award-winning online marketing strategies, from concept to completion, as well as maintaining day-to-day agency & client-direct relationships with top global brands
• Ensured cross-platform integration with other divisions of Univision Communications were managed seamlessly, including Television, Radio, Mobile, and Music offerings, to provide our partners and advertisers the tools to entertain and inform more Hispanics each day than any other media company in the country
• Collaborated with other department heads to develop products and initiatives to meet client and company expectations
• Responsible for ensuring accurate and timely billing as mandated by division goals: $50MM+
• Managed developers, designers, content producers, ad traffic coordinators and project managers to guarantee timely execution of projects
• Ensured cross-platform integration with other divisions of Univision Communications were managed seamlessly, including Television, Radio, Mobile, and Music offerings, to provide our partners and advertisers the tools to entertain and inform more Hispanics each day than any other media company in the country
• Collaborated with other department heads to develop products and initiatives to meet client and company expectations
• Responsible for ensuring accurate and timely billing as mandated by division goals: $50MM+
• Managed developers, designers, content producers, ad traffic coordinators and project managers to guarantee timely execution of projects
Univision Communications
Media & Communications
Senior Account Manager
8/2003 - 6/2004
• Responsible for maintaining day-to-day agency and client-direct relationships with top global brands, including: Anheuser-Busch, America Online, AT&T, Bank of America, Burger King, Carnival Cruise Lines, Coca Cola, Colgate-Palmolive, Daimler Chrysler, Disney, Ford, General Motors, Home Depot, Johnson & Johnson, MasterCard, McDonald’s, MBNA, Pepsi, Procter & Gamble, Sears, Target, Toyota, Unilever, VISA, Verizon, Walgreens, etc.
• Responsible for overseeing timely and accurate reporting of traffic and metrics for all campaigns
• Responsible for overseeing timely and accurate reporting of traffic and metrics for all campaigns
Univision Communications
Media & Communications
Account Manager
11/2002 - 7/2003
• Collaborated directly with clients to ensure the success of sponsorship programs and customized marketing initiatives
• Managed and executed strategic media plans, proposal documents, RFPs, capabilities presentations and pitch presentations to meet client objectives, goals, KPIs and ROI
• Developed client profiles and assisted with research of clients and industries
• Attended sales calls & internal brainstorming sessions
• Provided creative ideas to contribute to the delivery of innovative digital advertising solutions
• Coordinated all sponsorship executions across internal and external stakeholders
• Collaborated with cross-functional teams internally including Sales, Ad Traffic, Operations, Research and Marketing
• Monitored all campaigns’ performance, and suggested improvements throughout the process
• Partnered with account executives to identify opportunities for incremental revenue
• Partnered with revenue management, inventory, research, and analytics teams to creat
• Managed and executed strategic media plans, proposal documents, RFPs, capabilities presentations and pitch presentations to meet client objectives, goals, KPIs and ROI
• Developed client profiles and assisted with research of clients and industries
• Attended sales calls & internal brainstorming sessions
• Provided creative ideas to contribute to the delivery of innovative digital advertising solutions
• Coordinated all sponsorship executions across internal and external stakeholders
• Collaborated with cross-functional teams internally including Sales, Ad Traffic, Operations, Research and Marketing
• Monitored all campaigns’ performance, and suggested improvements throughout the process
• Partnered with account executives to identify opportunities for incremental revenue
• Partnered with revenue management, inventory, research, and analytics teams to creat
creativeondemand
Customer Service
Account Services
10/2001 - 11/2002
• Launched first-ever US Hispanic advertising programs for clients such as Volkswagen, Pfizer, and SunTrust
• Served as primary contact for agency's entire client base, including Volkswagen, Pfizer, SunTrust Bank, DISH Network
• Developed and managed budgets according to client needs and account specification
• Planned, prepared and managed strategic marketing plans as well as media placement and buying
• Responsible for developing new business opportunities, including preparation of RFPs
• Served as primary contact for agency's entire client base, including Volkswagen, Pfizer, SunTrust Bank, DISH Network
• Developed and managed budgets according to client needs and account specification
• Planned, prepared and managed strategic marketing plans as well as media placement and buying
• Responsible for developing new business opportunities, including preparation of RFPs
Microsoft
Start-Up
Marketing / ecommerce Manager
6/1999 - 9/2001
• Facilitated the transition of yupi.com to yupimsn.com, after the merger with T1MSN, a joint venture by TelMex and Microsoft
• Responsible for developing and implementing all online marketing efforts for YupiMSN, as well as all MSN LATAM product offerings
• Developed and implemented strategies for e-commerce initiatives and for merchants affiliated to YupiCompras.com. Identified, negotiated and managed partnerships with key players in Latin America, Spain and the U.S.A
• Planned, developed and deployed hundreds of promotional efforts throughout Yupi.com's network of sites for U.S. Hispanics, Latin America and select markets in Europe. Strategies led to a 400% increase in website traffic over a 12-month period
• Managed e-mail marketing solutions for Yupi.com and other network sites designed to reach users in Latin America, Spain and USA
• Managed all external online advertising campaigns using DoubleClick and AdForce
• Doubled CTR yields for Yupi's internal banner campaigns in a
• Responsible for developing and implementing all online marketing efforts for YupiMSN, as well as all MSN LATAM product offerings
• Developed and implemented strategies for e-commerce initiatives and for merchants affiliated to YupiCompras.com. Identified, negotiated and managed partnerships with key players in Latin America, Spain and the U.S.A
• Planned, developed and deployed hundreds of promotional efforts throughout Yupi.com's network of sites for U.S. Hispanics, Latin America and select markets in Europe. Strategies led to a 400% increase in website traffic over a 12-month period
• Managed e-mail marketing solutions for Yupi.com and other network sites designed to reach users in Latin America, Spain and USA
• Managed all external online advertising campaigns using DoubleClick and AdForce
• Doubled CTR yields for Yupi's internal banner campaigns in a
WPP
Customer Service
Regional Account Manager
6/1996 - 6/1999
• Managed all aspects of Latin American accounts such as United Airlines, Colgate-Palmolive, Texaco, Philip Morris, Kraft, Castrol, Andersen Consulting and Lufthansa Airlines
• Responsible for acquiring talent, music, and production house rights for all distributed materials
• Responsible for ensuring all trafficked materials met proper specifications and were received by medium in a timely fashion
• Orchestrated and managed all media buys
• Developed and distributed monthly status reports for all regional activity, including competitive brands
• Maintained comprehensive video library for all TV work done throughout the region
• Responsible for acquiring talent, music, and production house rights for all distributed materials
• Responsible for ensuring all trafficked materials met proper specifications and were received by medium in a timely fashion
• Orchestrated and managed all media buys
• Developed and distributed monthly status reports for all regional activity, including competitive brands
• Maintained comprehensive video library for all TV work done throughout the region