Focused on crafting organizational or communications strategies for optimizing business in today’s consumer context. Helping marketers do the right homework and train resources leading to effective marketing, optimum use of precious marketing dollars and businesses never leaving money on the table.Expertise Includes....- Strategic Business Planning- Consumer Segmentation- General and Targeted Planning Integration- Acculturation Modeling- Resource Allocation Modeling- Organizational Structure and Training- Consumer Relevance Planning- Diverse category experience

Fortunate to have collaborated with the U.S. Census Bureau and the highest caliber VMLY&R team to develop, qualify, produce, and distribute the multi-audience, multi-channel campaign that drove U.S. population participation in the historical 2020 Decennial Census.

Crafting an entity to serve clients in today's multicultural, multichannel consumer context.Served on the agency’s senior management team, responsible for integrating three legacies Commonground, MGSCOMM, and The Vidal Partnership into one post-merger entity with 5 offices and more than 200 employees.Streamlined communications planning and media resources of the three legacy agencies after assessment of staff, processes and needs of existing clients such as Verizon Wireless, Nissan USA, Universal Studios and Merck Consumer Healthcare. Assessed that CGMGS worked to optimize the impact of over $600M in annual media investment by its clients against African American and U.S. Hispanic consumers.

This experience formed my views on U.S. business strategy, consumer marketing, management and nurturing creative culture. Joined when the agency billed $13M annually with 20 staffers and helped lead growth to premiere U.S. Hispanic consumer specialist agency of the decade with more than 200 staffers and annual billings over $300M, servicing brands such as Nissan USA, Heineken USA, Wendy’s, MasterCard, The Home Depot, JC Penney, NFL, Sprint, DirecTV, Diageo, Johnson & Johnson and TD Bank. Then after 2009 in a restricting economic context, evolved again to reflect technology's impact on marketing and communications and the necessary nimbleness to compete.Led strategic, account, communications planning and media implementation to create meaningful brand connections with U.S. Hispanic consumers.Elevated client’s U.S. Hispanic consumer brand relevance and earned ANA Multicultural Marketer of the Year recognitions for Heineken USA and Sprint.Worked with general agencies in lead roles, McCann Erickson, TBWA Chiat Day, BBDO, JWT, Publicis Kaplan Thayer, Deutsch Inc., The Richards Group, Doner and others.Trained clients and agency staffers on principles and approaches to U.S. Hispanic marketing and advertising, including target and channel segmentation, acculturation models and use of quantitative and qualitative tools. Defined approach determining marketing budget allocations based on consumer segment's value to the client’s overall business goals.Built and led a unique 18 person strategic planning team organized in pairs of business and account planners instrumental in building solid business led foundations for client strategies, stronger creative briefs and contributing to consecutive wins of the six largest account reviews during the decade.Attained highest levels of industry and creative recognition. Advertising Age and Adweek Magazines continuously recognized TVP as an “A-List” agency and Multicultural Agency of the Year.

My second stint at Conill Advertising, then a leading U.S. Hispanic consumer specialist agency with $100M in annual billings and 65 staffers servicing Procter & Gamble Soap Sector, Helene Curtis personal care products, Scott Paper, Miles Laboratories and Coca Cola Foods. Reported directly to Conill’s CEO while leading a cross functional division with P&L responsibility. Experienced Saatchi & Saatchi training, three years of CPG marketing and in particular P&G’s principled and disciplined approach complimenting my extensive retail and service business experience.Led the development of Tide Detergent’s Hispanic targeted “Real Stories” campaign highly awarded at Annual P&G Worldwide Copy Awards. Member of Saatchi cross agency team testing the U.S. introduction of Ariel, P&G’s leading global detergent.Collaborated with Conill’s media director, designing the first models quantifying television consumption behaviors by U.S. Hispanic acculturation consumer segments improving the effectiveness of Hispanic targeted media investments. Also led three consecutive wins of HBO, Beneficial Management of America and Coca Cola Food’s Minute Maid brand, growing annual billings $35M.

Significantly expanded my skill sets and gained valuable insight into corporate client experience and perspective while reporting to the region’s marketing director to provide general and U.S. Hispanic marketing leadership to the New York region’s Co-Op of more than 450 restaurants with $750M in annual sales and an annual marketing budget of $50M. Sustained higher rate of transaction growth from the New York area’s Hispanic consumers.Defined process for planning and implementation integrating the Co-Op’s lead agency Rosenfeld, Sirowitz & Lawson with VRM, then the U.S. Hispanic consumer specialist agency. Led local overlays successfully introducing national menu items McLean Deluxe Sandwich and Breakfast Burritos.Named to McDonald’s Corporation’s National Hispanic Marketing Council and advisor to OPNAD, their owner/operator funded national advertising fund.Helped grow contributions raised by the New York area Co-Op for each the HACER Scholarship program and Ronald McDonald’s Children’s Charities in each of my two years.

First stint at Conill Advertising and my entry into U.S. Hispanic consumer marketing. Joined as a media planner on McDonald’s OPNAD national advertising and ascended to Media Director on McDonald’s and other retail accounts. Experienced the acquisition of independent Conill by Saatchi & Saatchi.

Hired away from my college internship at competitor Vitt Media International. Joined SFM as a spot TV buying assistant and moved to media planning after one year.