Rita Abad Email and Phone Number
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Results, data-driven, and empathetic marketing leader bringing big-picture clarity to businesses, brands, and teams.My diverse background on the client and agency sides enables a well-rounded perspective and a unique Swiss-ArmyKnife approach to driving business success.Mentor, builder, and dot connector who challenges the status quo and strives to find a better way.Committed to staying at the forefront of industry trends and emerging technologies, driven by a growth mindset and passion for learning.▪Omnichannel Strategy: I excel in creating holistic strategies integrating online and offline touchpoints to deliver relevant, personalized experiences that drive business outcomes.▪E-Commerce and Shopper: With comprehensive knowledge of Brick-and-Mortar and e-commerce retailers, I have led successful endeavors to optimize sales funnels across physical and digital channels, boost impulse purchases, and elevate overall shopper experiences.▪Data-driven Decision Making: I leverage data analytics, market research, and shopper insights to identify emerging trends, consumer behaviors, and growth opportunities.▪People Leadership: I thrive in collaborative environments and am passionate about developing high-performing teams and fostering a culture of innovation, accountability, and inclusion.Industries: CPG, Healthcare, Retail, Sports, and EntertainmentExpertise:Shopper MarketingeCommerceRetailer and Performance MediaExperiential MarketingIntegrated MarketingCreative ManagementStrategic PlanningProduct LaunchesB2B PartnershipsSports & Music MarketingLarge-scale Event Production (B2B - B2C)Multicultural MarketingSkills:Strong Strategic LeadershipExcellent Communication SkillsAnalytical MindsetDetail-OrientedBilingual English-SpanishTeam Building and MentorshipHigh-Energy PersonalityFast LearnerSelf-StarterBusiness-MindedRelationship Building
Spark Foundry
View- Website:
- mediavest.com
- Employees:
- 1
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Spark FoundryChicago, Il, Us
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Vice President, Client Partner - Retail And CommerceRazorfish Nov 2023 - PresentNew York, Ny, Us -
Account Director Client Services- Shopper And Commerce LeadHawkeye Jan 2021 - Nov 2023Dallas, Texas, UsAs a Shopper and Commerce Lead at Hawkeye for Talking Rain, a category leader in the fast-paced Consumer Packaged Goods (CPG) industry, I have consistently delivered exceptional results for my clients across retailers such as Kroger, Albertsons, Walmart, Target, Walgreens, Costco, Sam's Club, Amazon, and Instacart. My responsibilities include:• Facilitate the integration of account, shopper, eCommerce, and media teams on the agency side and shopper, brand, loyalty, and sales teams on the client side, breaking down silos for better collaboration.• Incorporate shopper and eCommerce strategies and priorities into annual brand planning to drive connectivity and efficiencies across disciplines and functions.• Develop highly effective Commerce strategies in partnership with media teams and retailer media networks to allocate $7MM+ across retailers and touchpoints to achieve significant ROI.• Partnered with the analytics team to develop and pilot a statistical model-based solution that assigns ROI credit to shopper marketing tactics for incremental volume sold at the retail level. • Utilized clients' IRI data, syndicated research, shopper insights, retailer trends, case studies, and best practices to drive thought leadership, educating and inspiring clients and agency partners for continuous improvement.• Hired and mentored a diverse and high-performing team consistently praised by clients for their attitude, expertise, and dedication.• Secured over $5MM in organic growth by implementing Epsilon Loyalty and Groupe solutions by consistently pitching and selling agency capabilities, and delivering added value.• Lead communication strategy for Commerce, aligning with brand vision, and developing conversion-driven creative. -
Account Director Client Services -Gsk Consumer HealthcareEpsilon Nov 2016 - Dec 2020Irving, Texas, UsShopper Marketing and eCommerce strategy and execution for brands in the Smoker's Health, Digestive Health, and Allergy categories. Retailer-centric (RMN) activations for all GSK CH brands at Walgreens, CVS, Target, Family Dollar, and Dollar General retailers.• Led two best-in-class innovation launches for Voltaren (first prescription to OTC switch) and Advil Dual Action brands at Walgreens that delivered and sustained 2X market share over competitors, captured 67% share of all pre-sales and over 50% of all launch sales• Industry-first closed-loop sales media program for the launch of Voltaren at Walgreens by modeling look-a-like audiences from existing RX customer data that were further enriched with triggers and behaviors. Each audience was served with unique creative to reach the right people at the right moment • Developed and managed Shopper Marketing plans to culminate in GSK being awarded: Walgreens "Supplier of the Year" and "Innovation Partner of the Year" in 2020 and Target HBC “Vendor of the Year” in 2018.• Deployed the first GSK chatbot at retail for Smoker's Health at Walgreens in 2018• Launched the first Smart Display at CVS for Flonase brand that leveraged an API from the Weather Channel with allergy data inputs and displayed real-time allergy/pollen data to shoppers in-store and on mobile devices• Hired and mentored 4 junior team members across retail and brand disciplines -
Account Director ConsultantLiquid Iron Jan 2016 - Nov 2017Designed and deployed lead generation marketing programs for global brand ARGOS across several US markets, yielding 25,000+ new business leads.
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Account Director ConsultantTen35 Jun 2016 - Dec 2016Chicago, Il, UsResponsible for developing immersive on-premise experiential programs targeting diverse audiences for Cazadores Tequila (Bacardi brands) that drove brand awareness, loyalty, and double digits sales lift. Assessed program effectiveness in collaboration with analytics team, set KPIs, and streamlined communication across brand team, vendors, venues, and distributors. -
Account DirectorCardenas Marketing Network Oct 2014 - Dec 2015Chicago, Il, UsLed multicultural experiential marketing strategy and execution for Anheuser Bush brands: Bud Light, Montejo, Presidente, and Stella Artois. •Launched Grupo Modelo's Montejo brand in the US by leveraging sports (LA Dodgers), music (four-time Grammy Winners "Mana" US Tour), and shopper marketing efforts on-premise and off-premise•Managed a team of 12 event managers who created culturally relevant experiences and shareable content across diverse audiences (meetings & incentives, music, sports, and retail events)•Built a technology solution that tracked real-time event KPIs, trained and managed staff, and generated reports for internal stakeholders and clients.•Grew a multimillion-dollar budget for the agency by 20% through organic growth. -
Marketing DirectorRedbox Aug 2012 - Oct 2014Oakbrook Terrace, Illinois, UsMarketing lead overseeing partnerships, digital agencies, shopper marketing, and integrated planning.• Led Partner Marketing and Shopper Marketing programs with CPG companies (Dr. Pepper, McDonald's, Orville) and Retailers (Walmart, Walgreens, and 7-Eleven) that generated over $4MM in incremental revenue.• Worked with movie studios, game providers, and internal cross-functional teams to deploy marketing initiatives that generated movie rental demand and added value to partners.• Created an Integrated Marketing process for the organization to facilitate prioritization and internal alignment of marketing channels and business initiatives.• Hired and managed digital agencies and vendors to deploy consumer promotions.• Original founding team member of "Redbox Tickets Pilot" an innovative ticketing platform developed from the ground up to sell admission tickets to family, sporting, and entertainment events that leveraged movie rental preference data. • Developed and cultivated B2B partnerships with key players in the incentives and rewards industry such as AOL, Giftango, and Aimia• Managed and mentored 3 direct reports -
Account Supervisor, MulticulturalDraftfcb Jan 2011 - May 2012New York, New York, UsWorked with a team of multicultural marketers in support of Hispanic and African American initiatives for Kmart in the US and Puerto Rico.Managed day-to-day client communications for TV campaigns, radio spots, print ads, consumer promotions, and digital projectsLaunched "Latina Smart" the first influencer-driven platform to provide inspiration and education to Latina Millenials on how to overcome the barriers of getting into college, and managed the development of a Facebook app to award scholarships for participants from the Hispanic Scholarship FoundationManaged the launch of the first in language microsite for Kmart.com and facilitated content management amongst different business units -
Founder And CeoSpanglish Ideas, Llc Jul 2005 - Dec 2010Founded and managed a boutique Sports and Events agency focused on reaching multicultural consumers via events, sports, sponsorships, entertainment, and public relations. Generated $6 million in new business revenue and grew the agency to 8 full time staff.Clients: Ringling Brothers Barnum and Bailey, Seccion Amarilla, Napa Auto Parts, Disney on Ice, Clorox, Coca-Cola, Miller Lite, Sauza Tequila, Columbia College Chicago, The Government of Mexico, Pollo Campero, and The Chicago Fire -
Freelance Account ManagerArc Worldwide (Formerly Frankel) Jul 2006 - May 2007Chicago, Il, UsManaged day-to-day planning and execution of retail and shopper strategies across multiple channels for Miller Brewing Company's Hispanic Business.Developed programming and creative, collaborated with sister agencies, partners, and vendors to ensure timely delivery of materials and client reports for each promotional programConducted market research to provide the client with competitive analysis, channel opportunities, and emerging trendsAccountable for flawless execution against client established scope and objectives while maintaining financial responsibility -
Senior Accoun ExecutiveRelay Sponsorship And Event Marketing (Publicis Groupe) Oct 2002 - Jul 2005Planned and executed experiential marketing campaigns, promotions and sponsorship activations targeting the US Hispanic consumer for accounts including Anheuser-Busch, Coca-Cola, US Army, AT&T Mobility, Cingular Wireless, Allied Domecq, Sara Lee, and Chase Financial Services. Lead planning and execution of projects, including the RFP process, event strategies, vendor management, staffing, budget, operations, and post project ROI evaluation. Day-to-day contact with clients, internal teams, third-party vendors, other agencies, and customers.• Managed sponsorship activation initiatives of the Mexican National team for Coca-Cola, Budweiser, and AT&T• Planned and executed programs and sponsorships for Copa Coca-Cola, a grassroots Hispanic soccer tournament in top 12 U.S. Hispanic DMA’s. Winner of the 2004-Ex-Award: Best Multi-Venue Event.• Communicated and sold key programs to Coca-Cola Local Bottlers/Retail partners, ensuring almost 100% Market participation and an increase in retail participation on a national level.• Managed programs with media and business partners such as Adidas, McDonald’s, PowerAde, Fox Sports en Español and Eurosport.
Rita Abad Skills
Rita Abad Education Details
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Depaul Driehaus College Of BusinessDigital Marketing Strategy Certificate -
Columbia College ChicagoEntertainment And Media Management
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Saint Louis UniversityArts In Communications. Certificate In Marketing
Frequently Asked Questions about Rita Abad
What company does Rita Abad work for?
Rita Abad works for Spark Foundry
What is Rita Abad's role at the current company?
Rita Abad's current role is Connecting Brands and Consumers Through Engaging Experiences Across the Entire Shopping Journey | Omnichannel Leader Driving Business Outcomes.
What is Rita Abad's email address?
Rita Abad's email address is nu****@****ail.com
What is Rita Abad's direct phone number?
Rita Abad's direct phone number is +177347*****
What schools did Rita Abad attend?
Rita Abad attended Depaul Driehaus College Of Business, Columbia College Chicago, Saint Louis University.
What are some of Rita Abad's interests?
Rita Abad has interest in Dancing, Reading, New Technologies, Singing, Animal Welfare, Dog Training.
What skills is Rita Abad known for?
Rita Abad has skills like Integrated Marketing, Advertising, Social Media Marketing, Marketing, Sponsorship, Relationship Marketing, Social Media, Marketing Strategy, Public Relations, Event Management, Brand Awareness, Digital Marketing.
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