I’m a multi-disciplinary marketer with domestic and international integrated marketing experience with emphasis on digital and CRM. I’m a results-driven, creative problem solver with a proven record of business-building ideas and their effective implementation on global brands. An entrepreneurial change agent who leads by example, I’m also a strong team builder, motivator, and manager, as well as a persuasive communicator, sharp business thinker, and seasoned agency operator. I have work experience in the US Domestic, Latin America, and US Multicultural markets, across a broad range of blue-chip client and agency brands.
I was recognized by the Interactive Advertising Bureau (IAB) with the Hispanic Interactive Advertising Pioneer award. I was also named Hispanic Media All Star for Digital by Adweek magazine. Quoted in the trade press over fifty times, I have been involved in the shaping of the industry and was an active member of the 4A’s Digital Marketing Committee and a judge and presenter for the IAB MIXX Awards. I have written for Advertising Age and for other publications.
Currently, I divide my time between the New York and Washington DC offices of VMLY&R as Executive Director on the U.S. Census Bureau business. I lead the areas of Creative Development and Production, Media Planning and Buying, and Earned, Shared, and Owned Media (Public Relations and Social Media) for the 2020 Census. These areas target consumers across every audience segment in the U.S. in thirteen languages. Supported by teams across three VMLY&R offices plus extended teams across thirteen subcontractor partner companies across the country, I oversee marketing communications contracts in excess of $300 million and dozens of employees.
Most recently, I worked as Chief of Staff / Managing Director for US Hispanic, Latin America, and Caribbean at iCrossing, a full-service digital agency with a strong performance marketing pedigree. I supported the president in creating a new agency offering targeting Hispanics in the United States, overseeing the business in Latin America, and developing a capability in the Caribbean.
Prior to that, I was Chief Operating Officer of Wilson RMS + gearDigital, a direct and digital agency focused on driving business performance for clients. With a team of experienced professionals passionate about the business, I led the agency’s operations (e.g., account management, creative, implementation, development, production) across multiple office locations.
Before then, I was COO of Captura Group, a digital, content, and social marketing agency based in San Diego. I was responsible for agency operations as well as leadership of establishing a New York office via business and corporate development efforts. I also provided counsel to the CEO on company strategy issues and lead accounts.
Prior to Captura Group, at The Vidal Partnership, I was Managing Partner, Marketing + Operations, a combined CMO/COO-like position overseeing marketing (social media, trade, agency search, organizations and conferences, publicity, business development) and operations (project management, information technology, production, linguistic services, scopes of work, contracts, staffing plans). In addition, I was deeply involved in corporate strategy and development.
I was originally brought in to develop direct and digital marketing at the agency and I successfully built those practices into recognized industry leadership as Managing Partner, Director of Direct + Digital Marketing. I also created the Linguistic Services, Project Management, and Information Technology departments, and overhauled the Studio and the Print Production department, all of which I then led. Later, I designed and oversaw the merging of the digital and direct capabilities into the agency as a whole, delivering a fully-integrated offering for clients.
I am an Advisor to startup OYE! and I advise other entrepreneurs. Prior to joining The Vidal Partnership, I held management positions at Orcí, Wunderman/Young & Rubicam, J. Walter Thompson, Leo Burnett, and AT&T.
I hold an MBA with concentrations in marketing and organizational behavior from the Kellogg School at Northwestern University, including graduate-level coursework in the Integrated Marketing Communications program at the university’s Medill School. I also hold a Bachelor of Science degree in marketing from Bentley University.
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