Daniel Cuellar Email & Phone Number

Mascot, Nsw, Au

Lead an LA-based integrated marketing team responsible for full-funnel marketing activities with the goal of bringing Qantas in North and South America back to pre-pandemic levels of brand health. In 1-year we have raised brand awareness from a post-pandemic all-time low of 31% to our goal of 45% and successfully broken multiple records for intakes on qantas.com through various conversion activities and buzz worthy activations.• Conducted a complete creative agency RFP to kick off the development of the first bespoke US brand campaign in over a decade. • Launched ”Australia in the Sky,” a 360-degree marketing campaign in focus markets to target a high-end audience with interest in international travel and travel to Australia specifically. The campaign showcases the “laid back luxury” that is the ethos of the Qantas brand in a fun and magical creative white space. Through agency (Convicts) and brand relationships, we secured Director Baz Luhrmann and Academy Award winning Production/Costume designer Catherine Martin as creative consultants, Chris Hemsworth as our voice-over talent and Charlee Fraser and other Australian-American celebrities as on-camera talent, almost all utilizing trade budget.• Campaign launch day (paired with a tactical fare sale) was the highest qantas.com (US site) intake of all time.• Creative scored an exceptional rating (5-stars) and scored in the top 1.7% of ads presented to the target audience via System1 ad testing platform.• Creative scored in the 94th percentile of ads tested for breakthrough (attention and likeability) and established brand recall (unaided) among 73% of those seeing the new ad.• Developed an ”Australia in the Sky” children's book to bring the magic of the campaign to future frequent flyers this upcoming holiday season (also donating thousands of copies to local charities).

New York, Ny, Us

Lead a team in the marketing for all NFL season long brand and tentpole events; Combine, Draft, season kickoff, international games, Playoffs and Super Bowl, as well as NFL Network/Films original content initiatives:• Coordinate all campaigns between external agency stakeholders as well as all internal teams (social and influencer, media, PR, direct to fan communications, and NFL Network) so that the league is speaking in one voice and collectively activating against a single set of goals, objectives and KPI’s.• Super Bowl LVII campaign featuring Diana Flores (Captain and quarterback of the World Games Gold Medal winning Mexican National Flag Football team) exceeded multiple goals/metrics, particularly league perception among women/girls and engagement among youth. Campaign was awarded a Sport’s Emmy Award and multiple other industry accolades.• Ambassador to international marketing teams to promote international games and guide marketing efforts to grow fan bases and introduce player pathway programs in markets like the UK and Australia.

Chicago, Il, Us

Led all traditional and digital brand advertising and measurement for the airline world-wide in partnership with internal teams and agencies, proving success by consistently increasing multiple brand health metrics such as awareness, likeability, consideration and purchase intent in multiple markets:• During the pandemic, conducted an agency RFP along with hundreds of hours of research to reimagine all consumer-facing creative including traditional, social and all other digital communications workstreams. The “Good Leads the Way” campaign launched globally in early 2022 and has since rallied employees and customers alike. The team has since been ranked No. 5 on the Ad Age “2022 Marketers of the year” list and the campaign was awarded a Gold Shorty Award for rebrand and a Silver Shorty Award for Employee Engagement.• Managed a $75MM+ annual budget and all associated financial planning, media planning, as well as all marketing agency scopes of work. Led the coordination of teams and agencies to produce a custom suite of media and creative measurement tools to track campaign successes and optimization techniques.• Led the iconic “Fly the Friendly Skies” campaign promoting numerous consumer and B2B initiatives in key markets domestically (with a core focus on “winning NY”) and via custom campaigns in up to 10 international markets per year. 2018 Cannes Lions International Festival of Creativity winner for NYC OOH campaign.• Led the relationships with United’s multicultural agency and launched the “Más Unidos” US Hispanic campaign in focus markets.• Curated and executed partnerships with travel and tourism boards around the world. Built a portfolio of anywhere from 10-20 partners expanding marketing budgets by over $10M on average per year.• Supported United core sports and arts sponsorships (NFL, MLB, NBA, NHL, United States Olympic and Paralympic Committee, PGA TOUR, Broadway League and Tribeca Film Festival) with custom campaigns.

Chicago, Il, Us

Led internal and external teams tasked with creating a new, original, and innovative premium onboard brand experience:• Managed a cross-divisional team to design and launch United Polaris Business Class, a 3+ year initiative to completely reimagine the international business class experience lauded by press, customers and coworkers worldwide. United Polaris Business Class secured a finalist position in the “Crystal Cabin Awards,” the industry’s highest recognition platform.• Worked with Procurement, Inflight, Food Services and Brand Identity teams to innovate United’s suite of onboard amenities, entertainment and food & wine programs, in all classes of service via brand partnerships. Highlights include...-Partnering with Saks Fifth Avenue to create first of its kind custom luxury bedding for United Polaris Business Class. -Leading an internal campaign and investment initiative to upgrade to Illy Coffee for all classes of service.-Bringing two sponsor properties together, Tribeca Film Festival and US Olympic and Paralympic Committee to create Destination: Team USA. The feature-length documentary showcased the journey of 5 athletes to the 2016 Rio Olympics, including United’s role in the story of travel to training, trials, the games and home again. Film was ultimately sold to Netflix which covered all production costs.-Curating a partnership with Soho House/Cowshed Spa to supply amenities for United Polaris Business Class.-Activating marketing activities with numerous food, wine and spirits partner brands to promote elevated and differentiated culinary offering in all classes of service and in United Clubs globally.

Chicago, Il, Us

Selected as a member of the first post-merger United Airlines advertising team, tasked with creating an all-new advertising strategy and campaign to promote the newly combined airline:• Led the development of a transition campaign to promote the superiority and market leadership of the new worlds-largest airline.• Participated in the RFP and selection process of creative, media and sponsorship agencies for the merged airline.• Managed new agency partners in the complete development of a campaign to launch the new United brand, including overall research, target audience definition, media strategy and planning, creative execution and production.

Chicago, Il, Us

Brand Marketing lead tasked with managing internal teams and agency partners to advance the Continental Airlines brand. Directed the award-winning “Work Hard. Fly Right.” advertising campaign focused on winning New York City and other key markets worldwide:• Managed implementation of Continental’s $35+ million-dollar television, digital, radio, print and outdoor advertising campaign domestically and via custom campaigns in international focus markets.• Researched and managed superiority claims, company initiatives and market-launches to promote most compelling messages in order to establish or maintain leading market share in target markets. “Paint the town blue” campaign in NYC garnered the AdWeek Outdoor Advertising plan of the year award in 2006.• Managed advertising agency partners through the strategy, briefing, media planning, creative development and internal senior management approval processes.• Partnered with Sales and Marketing teams in all international markets to ensure messaging, campaign and creative alignment in all advertising and communications initiatives.• Oversaw the Continental brand identity including consistency of tone of voice, logo, design and overall brand experience globally.

Chicago, Il, Us

Supported marketing leadership in the development and creative execution of all domestic creative campaigns, as well as the media planning and approval process for campaigns in all major hubs.

New York, Ny, Us

• AT&T/Lucent Technologies: Increased brand awareness from 25% to as much as 70% in select countries over the courseof one year utilizing groundbreaking “Ring of Innovation” campaign and managed Asia-Pacific and Latin American McCann-Erickson offices in media planning, creative development, and production.• Lowe’s Hardware: Participated in the planning and presentation of the winning new business campaign pitch in 1999.

New York, Ny, Us

• Kellogg Company: Participated in the creation of a media campaign to secure placements in national and local media including television, digital, radio, newspaper and trade publications geared to increase awareness of health benefits of certain Kellogg’s brands.• Major League Baseball: Helped create and execute five baseball-themed events and subsequent PR in major U.S. cities during the 1997 spring training season for the “March to Opening Day” program, Major League Baseball’s initiative to win back fan loyalty after the strike of 1994-1995.