Professional Qualifications
I am a natural born fixer. A Marketing and Creative Director with a proven record of developing strategies and campaigns for some of the most recognized Hispanic brands in the Midwest. Leader in marketing team-management as well as concept and service design for complex diversity geared initiatives. Award-winning designer with an emphasis on print, corporate design, and branding. Natural leader providing sense of professional ownership and superb work under tight deadlines. Proven record to create solid Marketing plans that encompass strategic planning, qualitative & quantitative research, interactive marketing, creative development, media planning & buying, database/ direct marketing, public relations, sales promotion, and visual merchandising.
Actually researching on System Theories on Branding and practical applications on Marketing Strategies. As a side note, if you like Pre-prohibition drinks, I ocassionally write a mixology blog.
Actually researching on System Theories on Branding and practical applications on Marketing Strategies. As a side note, if you like Pre-prohibition drinks, I ocassionally write a mixology blog.
Relevant Experience
Circled Media Services
Creative Director & Marketing Consultant
Circled Media Services is a boutique agency providing creative direction
and marketing services to clients in the Midwest. Developed branding,
built internal processes and directed overall strategic vision for
companies in a wide variety of segments (Cheese, Salsa, Yogurt, Dairy
Derivatives, Software, Beauty Products, and Pharmaceuticals). As
creative director, ran day-to-day creative process on multiple accounts
and new business pitches. As Marketing Consultant successfully launched
large marketing initiatives for regional brands.
• Developed and won new business efforts for Nuestro Queso, Nuestra Salsa, La Vaquita,
• Las Lomas, Las Montañas, Lola's Market, Tony's, Azteca Foods, Nubani, and Yogu Fruit
• Las Lomas, Las Montañas, Lola's Market, Tony's, Azteca Foods, Nubani, and Yogu Fruit
• Created overall concept and marketing strategies for Nuestro Queso, Nuestra Salsa,
• Nuestra Crema, and a Co-packing venture between Azteca Foods and NS, which double
• the size of the company by the end of year 1.
• Nuestra Crema, and a Co-packing venture between Azteca Foods and NS, which double
• the size of the company by the end of year 1.
• Designed Corporate Marketing and POS/POP for over 25 local companies
• Won multiple awards for creative work
Clients: Nuestra Salsa, Nuestro Queso, Nuestra Crema, Brookfield, Geo Cheese, Nubani, La Michoacana, La Vaquita, Las Lomas, Las Montañas, Lola's Market, Dell Colombia, Microsfot Colombia, La Raza Newspaper, Hispanic Yellow Pages of America, Pfizer, and Kech's.
Clients: Nuestra Salsa, Nuestro Queso, Nuestra Crema, Brookfield, Geo Cheese, Nubani, La Michoacana, La Vaquita, Las Lomas, Las Montañas, Lola's Market, Dell Colombia, Microsfot Colombia, La Raza Newspaper, Hispanic Yellow Pages of America, Pfizer, and Kech's.
Aspen Marketing
Bilingual Art Director -Diversity Marketing
• Created and developed POS/POP materials for Qwest & AT&T at the national
• and regional level for the Hispanic Market
• Developed the most successful direct mail campaign for Hispanic Business for AT&T,
• directly driving sales and growing partner relationships
• Developed multi-channel advertising for a multinational company that was so successful
• the campaign was extended indefinitely and set as a model worldwide
• Created a print campaign for a major technology company that exceeded initial
• expectations, and was the based for future campaigns in other channels.
Clients: Qwest, AT&T, General Motors, Chevrolet, Hyundai, and Motorola
Hispanic Yellow Pages of America
Production Director & Marketing Manager
HYPA was by 2007 the second largest Independent Spanish Yellow Pages publisher in America. I was hired as Production Manager and climbed to the Production/Creative Director position in less than two years, at this point, I also was the Interim Marketing Manager for 12 consecutive months.
• During my tenure we received accolades from our marketing efforts from business
• partners and National Advertisement Vendors. Marketing efforts
reported
• a 6:1 ROI profit margin.
• I managed to create successful business partnerships with printers and vendors
• I managed to create successful business partnerships with printers and vendors
• that allowed us to reduce our overall printing cost (5% to 10%,
compared to
• the 20% average printing cost) saving the company over 1.5 M
annually in printing
• cost, by using advertisement trade or
cross-cultural promotional trade and other
• minority oriented marketing
strategies.
• Reduced departmental HR cost by creating several logistic initiatives,
• Reduced departmental HR cost by creating several logistic initiatives,
• such as paperless creative processes that allowed us to increased ad
creation
• from 8 ads/day to 14 ads/day
• Self-managed Ad traffic
reports that reduce turn around times from 7 days to 3 days.
• Many marketing initiatives initiated during my tenure are now followed
• Many marketing initiatives initiated during my tenure are now followed
• by other competitors and have become standard in the Hispanic Yellow
Pages industry.
Production Manager
Created the initial marketing campaign to project the firm’s “Tus
amarillas sirven más” branding, thus positioning the company in local
DMA’s as the local choice for Hispanic readers. Created all initial
marketing and sales strategies. Simultaneously initiated 2 training
programs, one that improved the quality of creative concepts and another
that improved all sales.
• Helped create HYPA’s publishing system, increasing productivity and reducing cost
• Helped create HYPA’s publishing system, increasing productivity and reducing cost
• Successfully increased the overall performance
ratings of the creative group.
• Reconfigured working teams within
department and implemented a traffic
• system that tripled creative
output.
• Team attained 100% on-time project delivery reducing the annual
budget in 15%.
Impremedia
Art Director & Production Manager
• Achieved a high level of managerial and research skills managing 3 creative teams
• Handled production and presentations for the yellow pages and daily newspaper
• Worked as an editor and collaborator for stories
• Dealt with a printer and distributors
• Oversaw a complete redesign of both publications to better fit each audience
• Gained practical experience with editing and working in a professional,
• creative environment
La Raza Newspaper
Senior Graphic Designer
Initially hired as a newspaper designer, and additionally I started doing work with the Marketing Department. From Demographic and Geographic reports, data analysis, data mining, campaign strategy, and distribution analysis. Created segmented campaigns that blended branding with direct marketing, across Print, TV, Radio, and interactive.
• Led creative development on the first product redesign and all their marketing materials.
• Won several “National Hispanic Association of Publishers” awards while at LRN,
• Led creative development on the first product redesign and all their marketing materials.
• Won several “National Hispanic Association of Publishers” awards while at LRN,
• as well as winning the employee of the month award twice in less than 12 months.
• Redesigned La Raza Yellow Pages. LRYP became quickly the standard used by
• Redesigned La Raza Yellow Pages. LRYP became quickly the standard used by
• Spanish Yellow Pages directories across the nation. As a result LRYP was sold
• to Impremedia in 2003.
• Designing layout of magazine and editorial features.
• Designing advertisements.
• Updating website.
• Getting editorial stories for magazine and sub-editing
• Meeting strict print deadlines.
• Dealing with clients over their advertising needs.
• Designing promotional material such as flyers, menus, banners, leaflets etc.
• Proof reading magazine and newspaper content.
Clients: Worked with over 350 advertisers, some of the most relevants are CTA, Ravinia, Chicago Symphony Orchestra, Telemundo, Telefutura, Chase, T-Mobile and Sprint.
Blogs
http://developingbrands.blogspot.com (Branding & Packaging)
http://tatocorrea.blogspot.com/ (Mixology)
• Designing layout of magazine and editorial features.
• Designing advertisements.
• Updating website.
• Getting editorial stories for magazine and sub-editing
• Meeting strict print deadlines.
• Dealing with clients over their advertising needs.
• Designing promotional material such as flyers, menus, banners, leaflets etc.
• Proof reading magazine and newspaper content.
Clients: Worked with over 350 advertisers, some of the most relevants are CTA, Ravinia, Chicago Symphony Orchestra, Telemundo, Telefutura, Chase, T-Mobile and Sprint.
Blogs
http://developingbrands.blogspot.com (Branding & Packaging)
http://tatocorrea.blogspot.com/ (Mixology)