tag:blogger.com,1999:blog-15416866198401522312024-03-13T01:07:34.865-07:00Juan CorreaTato Correahttp://www.blogger.com/profile/09751946880303164539noreply@blogger.comBlogger1125tag:blogger.com,1999:blog-1541686619840152231.post-15425735160632698042013-11-07T15:03:00.003-08:002013-12-04T12:18:32.339-08:00<div dir="ltr" style="text-align: left;" trbidi="on">
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<span style="font-size: xx-small;"><span style="font-weight: normal;"><i><span style="font-family: Georgia,"Times New Roman",serif;"><span style="font-size: x-large;">Diversity Marketing Director<br />& Bilingual Creative Director <br />
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<span style="color: #cccccc;"><span style="font-size: xx-small;">.............................................................................................................</span><span style="font-size: xx-small;">..................................................</span></span></h2>
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<span style="color: #073763;"><span style="font-size: large;"><span style="font-size: x-large;"><span style="color: #444444;">Professional Qualifications</span></span></span></span></h3>
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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.<br />
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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.</div>
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<span style="color: #444444;"><span style="font-size: large;"><span style="font-size: x-large;">Relevant Experience</span></span></span></h3>
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<span style="color: #999999;"><span style="font-size: large;"><span style="color: #3d85c6;">Circled Media Services</span></span></span></h3>
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<span style="color: #999999;"><i>Creative Director & Marketing Consultant</i></span></div>
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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.<br />
<br /></div>
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• Developed and won new business efforts for Nuestro Queso, Nuestra Salsa, La Vaquita, <br />
<span style="color: white;"></span><span style="color: white;">• </span>Las Lomas,<span style="color: white;"> </span>Las Montañas, Lola's Market, Tony's, Azteca Foods, Nubani, and Yogu Fruit </div>
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• Created overall concept and marketing strategies for Nuestro Queso, Nuestra Salsa,<br />
<span style="color: white;">• </span>Nuestra Crema, <span style="color: white;"></span>and a Co-packing venture between Azteca Foods and NS, which double<br />
<span style="color: white;">• </span>the size of the company by <span style="color: white;"></span>the end of year 1.</div>
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• Designed Corporate Marketing and POS/POP for over 25 local companies</div>
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• Won multiple awards for creative work<br />
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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.</div>
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<span style="color: #999999;"><span style="font-size: large;"><span style="color: #3d85c6;">Aspen Marketing</span></span></span></h3>
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<span style="color: #999999;"><i>Bilingual Art Director -Diversity Marketing</i></span></div>
Directed creative teams and help them to translate marketing strategies
into highly effective layouts and promotional pieces. We used Adobe CS
and PM software throughout the process. I had to manage all projects
from Conceptualization (developing copy and art) through Production.<br />
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• Created and developed POS/POP materials for Qwest & AT&T at the national<br />
<span style="color: white;">• </span>and regional level for the Hispanic Market<br />
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• Developed the most successful direct mail campaign for Hispanic
Business for AT&T,<br />
<span style="color: white;">• </span>directly driving sales and growing partner
relationships<br />
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• Developed multi-channel advertising for a multinational company that
was so successful<br />
<span style="color: white;">• </span>the campaign was extended indefinitely and set as a
model worldwide<br />
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• Created a print campaign for a major technology company that exceeded
initial<br />
<span style="color: white;">• </span>expectations, and was the based for future campaigns in other
channels.<br />
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Clients: Qwest, AT&T, General Motors, Chevrolet, Hyundai, and Motorola<br />
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<span style="color: #999999;"><span style="font-size: large;"><span style="color: #3d85c6;">Hispanic Yellow Pages of America</span></span></span></h3>
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<span style="color: #999999;"><i>Production Director & Marketing Manager </i></span></div>
HYPA started as a 3 person team in 2004. I was part of this original
team and together we took this small venture company from 400K annual
sales and turned it into an 8M plus company with 275 employees by 2007. <br />
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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. <br />
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• During my tenure we received accolades from our marketing efforts from
business </div>
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<span style="color: white;">• </span>partners and National Advertisement Vendors. Marketing efforts
reported </div>
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<span style="color: white;">• </span>a 6:1 ROI profit margin. <br />
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• I managed to create successful business partnerships with printers and
vendors</div>
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<span style="color: white;">• </span>that allowed us to reduce our overall printing cost (5% to 10%,
compared to </div>
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<span style="color: white;">• </span>the 20% average printing cost) saving the company over 1.5 M
annually in printing </div>
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<span style="color: white;">• </span>cost, by using advertisement trade or
cross-cultural promotional trade and other </div>
<div style="text-align: left;">
<span style="color: white;">• </span>minority oriented marketing
strategies.<br />
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• Reduced departmental HR cost by creating several logistic initiatives, </div>
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<span style="color: white;">• </span>such as paperless creative processes that allowed us to increased ad
creation</div>
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<span style="color: white;">• </span>from 8 ads/day to 14 ads/day</div>
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• Self-managed Ad traffic
reports that reduce turn around times from 7 days to 3 days.<br />
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• Many marketing initiatives initiated during my tenure are now followed </div>
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<span style="color: white;">• </span>by other competitors and have become standard in the Hispanic Yellow
Pages industry.</div>
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<span style="color: #999999;"><i>Production Manager</i></span></div>
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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.<br />
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• Helped create HYPA’s publishing system, increasing productivity and
reducing cost</div>
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• Successfully increased the overall performance
ratings of the creative group. </div>
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</div>
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• Reconfigured working teams within
department and implemented a traffic</div>
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<span style="color: white;">• </span>system that tripled creative
output. </div>
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</div>
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• Team attained 100% on-time project delivery reducing the annual
budget in 15%. </div>
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<span style="color: #3d85c6;"><span style="font-size: large;">Impremedia</span></span></h3>
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<span style="color: #999999;"><i>Art Director & Production Manager</i></span></div>
General Manager-at-large for a four-month period in 2004, helping to
set up offices for the start-up, that expanded operations 20% during this brief period. Supervised two creative
groups, working with a total staff of 12 people and overseeing a total of 150
people. Spearheaded creative development for all new business pitches,
and marketing efforts. As a result, Impremedia’s
LRYP was sold to Hispania Capital Investment for an undisclosed figure.The new owners secured my services as Production Manager and as Marketing Consultant.<br />
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• Achieved a high level of managerial and research skills managing 3 creative teams<br />
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• Handled production and presentations for the yellow pages and daily newspaper<br />
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• Worked as an editor and collaborator for stories<br />
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• Dealt with a printer and distributors<br />
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• Oversaw a complete redesign of both publications to better fit each audience<br />
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• Gained practical experience with editing and working in a professional,</div>
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<span style="color: white;">•</span> creative environment</div>
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<span style="color: #3d85c6;"><span style="font-size: large;">La Raza Newspaper</span></span><span style="color: #999999;"><span style="font-size: large;"><span style="color: #3d85c6;"><br /></span></span></span></h3>
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<i><span style="color: #999999;">Senior Graphic Designer</span></i></div>
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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. <br />
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• Led creative development on the first product redesign and all their marketing materials. <br />
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• Won several “National Hispanic Association of Publishers” awards while at LRN, </div>
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• as well as winning the employee of the month award twice in less than 12 months.<br />
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• Redesigned La Raza Yellow Pages. LRYP became quickly the standard used by </div>
<div style="text-align: left;">
• Spanish Yellow Pages directories across the nation. As a result LRYP was sold </div>
<div style="text-align: left;">
<span style="color: white;">• </span>to Impremedia in 2003.<br />
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• Designing layout of magazine and editorial features.<br />
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• Designing advertisements.<br />
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• Updating website.<br />
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• Getting editorial stories for magazine and sub-editing<br />
<br />
• Meeting strict print deadlines.<br />
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• Dealing with clients over their advertising needs.<br />
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• Designing promotional material such as flyers, menus, banners, leaflets etc.<br />
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• Proof reading magazine and newspaper content.<br />
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Clients: Worked with over 350 advertisers, some of the most relevants are CTA, Ravinia, Chicago Symphony Orchestra, Telemundo, Telefutura, Chase, T-Mobile and Sprint. <br />
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<br />
Blogs<br />
<br />
http://developingbrands.blogspot.com (Branding & Packaging)<br />
http://tatocorrea.blogspot.com/ (Mixology)</div>
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Tato Correahttp://www.blogger.com/profile/09751946880303164539noreply@blogger.com