Feeling accomplished after a great #LatinGRAMMY week of purposeful marketing with PepsiCo’s PEPSI brand. Thank you for your partnership and trusting us to bring to life a campaign that gives scholarships to young Latinos pursuing a career in music. Congrats to all and shout out to our amazing CIEN+creative and branded entertainment team!

Bronze Shopper Marketing Award: Multicultural & Lifestyle Segments• Lead Skin Care and Hispanic brand categories for Team Unilever Shopper (TUS), a multi-agency integrated model delivering omnichannel shopper marketing programs, national consumer promotions, experiential activations, influencer and sampling campaigns to drive conversion across Unilever’s top brands, including Dove, Vaseline, St. Ives.• Serve as a primary brand/category shopper marketing expert at both national and local levels. Partner with the client in evaluating purpose-led communication strategy for Unilever brands and scale events, ex. Feeding America®, SmartLabel™ • Lead, inspire and develop cohort shopper marketing team who serve as a Hispanic brain trust for all strategy, insights, planning, and execution for brand and field teams across all categories, Food & Personal Care brands, ex. Hellmann’s, TRESemmé, AXE. • Initiated and developed Hispanic Shopper toolkits (best practices, insights, retail-specific strategies) for field teams to activate locally in key markets resulting in the 1st Multicultural Effie Award-winning program, HEB’s Treat Yourself.• Led 1st Kantar data analysis for Hispanic programming, resulting in key marketing insights impacting the business planning cycle. • Member of Geometry Diversity & Inclusion Taskforce

• Responsible for P&L, business scorecard, and evolving the long term product strategy, brand vision and value proposition to ensure continued marketplace leadership for our flagship premium product while leading a high-performing team.• Developed Platinum card strategy leveraging cardmember insights, competitive landscape to stem organic sales pressure.• Managed partners in luxury lifestyle benefits including travel, dining, and entertainment. Influenced and gained approval for premium lodging communication strategy for proprietary and partner benefits to capitalize on key travel booking period.• Ensured relevant marketing communication across acquisition and loyalty including digital and direct mail channels.• Collaborated with cross functional teams to deliver a seamless customer experience across customer lifecycle by identifying and eliminating friction points to reduce call volume to the premium servicing center. • Oversaw implementation of disruptive customer contact strategy across business units in order to cap email and direct mail marketing communications (averaging 300/year) to Platinum cardmembers. Resulted in 50% reduction.

• Responsible for retail marketing strategy planning and execution for the Drug & Dollar store channels across all prepaid products.• Partnered with client management teams to acquire new business, enhance partner relationships via iterative B2B marketing planning process and gain final approval. (included portfolio/brand/retailer strategy, Zero Based budgeting, risk assessment)

• Led brand and acquisition marketing team for national retail launch. Defined Bluebird target customer (e.g., usage, attitudes, behaviors), leveraged insights to create and implement omni-channel strategy across key business building initiatives including digital platform, social, PR, ATL (TV, radio, digital) and in-store vehicles while providing a seamless user experience. • Managed Synergistic Testing /Qualitative Focus Groups to ensure all marketing touch points had consistent message, eliminated any negatives and passed disaster checks. Managed Pre/Post ad testing and identified areas of campaign refinement.• Worked directly with partner (Walmart) marketing team to evaluate “big box” program opportunities. Developed business cases, presented to Senior Leadership (Amex & Walmart), gained alignment and funding approvals. • Member of Bluebird launch team-2013 Chairman’s Award for Innovation

• Defined business issues, identified customer insights to develop strategic recommendations and gain alignment from senior management. Output ranged from tab strategy changes to pursuing a coop funding for an apparel holiday gift guide. • Developed and managed key supplier partnerships on new and existing marketing initiatives. Initiated and secured $600K in supplier funding to develop a holiday gift guide. Augmented 4MM printed circulation with additional 20MM impressions via digital media ($0 cost) including, Facebook, email blast, and dot.com e-circular.• Managed large-scale marketing activation development and execution. Partnered with key supplier to execute 800 in-store demos for Hello Kitty Walmart launch. Resulted in +2.5MM brand impressions, 138% event day lift with a 40% sustained lift.•Led development of apparel tab pages (50MM circulation) by compiling competitive analysis, business forecasts, and seasonal insights to deliver $125MM sales. Partnered with execution team to identify breakdowns and optimize workflow structure. Resulted in ~100% compliance in key milestones and reduction in associate manager administrative tasks.

Senior & Multicultural Brand Manager (Jan '08-Apr '11) Associate & Brand Manager (May '05-Dec '07) • Led consumer insights research and customer segmentation for national launch of Danonino (1 of 4 Global Key Brands), leveraging market research and product development stage gate process delivering +67% vs. regional launch benchmarks.• Managed reformulation work for Light & Fit, a complete overhaul of existing formula, fruit, flavoring, and optimized tri-sweetener blend. Resulted in final product beating competition on taste for the 1st time ever.• Developed sales strategy to revitalize the Danimals portfolio resulting in 1) 1st kids yogurt product innovation in 5 years, delivering 52% above target and 2) optimized product assortment delivering +26%. • Spearheaded and secured internal support for 1st digital on-line program plan targeting Moms. Resulted in 176MM impressions, CTC rate 13%, and securing 200% increase in digital spend for 2011.• Led development of Hispanic integrations across Danonino and Activia. Included creative development, acquiring Hispanic talent, securing Latin Grammys sponsorship, and product integrations across major Hispanic networks, Univision, Telemundo, etc.• Worked extensively with kids networks (Disney & Nickelodeon) to negotiate kid property partnerships and celebrity talent for consumer promotions, including, Disney’s High School Musical 3, The Suite Life, and Nickelodeon’s Naked Brothers Band.

Multicultural Business Development Organization (MBDO)• Managed Charmin Multi-million dollar for the U.S. Hispanic market and Puerto Rico. Primarily focused on obtaining actionable consumer insights coupled with copy test results to make recommendations for upcoming equity campaign. • Conducted Business Analyses via: 1) analyzing DSMP strategies, coordinating with sales team to implement, 2) analyzing Nielsen data to track brand performance and key initiatives results 3) conducting detailed quarterly forecasting and competitive analysis.

• Led analysis of U.S. Hispanic money transfer test market. Developed bilingual radio marketing plan with $2.7 million projected profits). Presented forecast and strategic recommendation to C-Suite, CEO Lee Scott and CFO Tom Schoewe.• Identified and secured internal marketing channels (Wal-Mart TV and monthly circular) free of charge and increased in-store awareness and trial of money transfer products.