Profile
I am a seasoned marketer with over fifteen years of experience developing and executing marketing, advertising and public relations campaigns for premium brands through internal and external communications with a focus on writing and leading brand storytelling.
Skills
Corporate communications strategy and execution
Expert in all aspects of studio and field production; pre-production and post-production
Scriptwriting. Copy. Content
Competent editor and writer with knowledge on SEO
Strategic mindset with a focus on brand and business acumen
Creative strategist that ideates concepts and campaigns for multimedia, blogs, digital, video, content, web, social, CRM and retail
Experienced managing creative teams and video crews
Skilled at scoping projects, resourcing, budgeting, researching and gathering analytics
Collaborative leadership style; team motivator, detail-oriented, energetic
Expert developing creative processes and production workflows that are cost-effective
Skilled MAC/ PC user: Microsoft Office Suite & SharePoint; Smartsheet
Skilled with Adobe Creative Cloud programs, WordPress, Campaign Monitor and OPAL
Fluent in Spanish; Conversational Portuguese and French
Professional Experience
Senior manager of brand CommunicationS
June 2022-Present
Acrisure
Grand Rapids, MI
Direct the development of all internal and external communications including advising leadership on communication strategies that help better position the brand
Strategize and lead the storytelling strategy, content calendar, editorial and rhythm of business
video creative Director
2022-Present
AL Media
Chicago, IL
Direct the development of political campaigns for the Hispanic market
Translate political campaigns into culturally relevant narratives for the Hispanic market
Develop scripts for TV, digital, radio, social, and mobilization
Director of CommunicationS
May 2019-June 2022
University of Washington / Institute of Translational Health Sciences
Seattle, WA
Direct the development of all internal and external communications including advising leadership on communication strategies that help better position the brand
Strategize and lead the storytelling strategy, content calendar, editorial and rhythm of business
Ensure communications are branded with consistent look and feel and unified voice
Lead and develop all online writing, design, stories and publishing of content for the ITHS website, newsletters and social media accounts
Lead all events productions and their marketing strategy
Manage budget, vendors and all account expenses for communications and marketing materials
Represent ITHS communications and outreach to the national CTSA program network
Manage and align special projects with ITHS strategy, mission and programs
Work collaboratively with stakeholders to facilitate successful roll-out of projects and processes
Serve as key contact for ITHS events, conference, and meetings
Supervise a team and participate in evaluation efforts and continuous performance improvement
Serve as an active liaison with all programs and leaders to integrate and assure the provision of communications and marketing across all ITHS units
National Marketing Director/Creative Director
June-December 2017
Security National Mortgage Company
Salt Lake City, UT
Managed and developed a team of 15 designers and marketing professionals whose efforts contributed to executing marketing strategies for corporate and regional initiatives
Responsible for maintaining brand consistency across all marketing and communication efforts
Led content, digital and video strategy
Managed marketing department budget and partnerships, as well as development of capabilities. Example: video studio and marketing events
Developed and managed internal and external communication strategies for the C-level executive staff
Led campaign development effort for executive charitable giving initiatives throughout Utah
Created the internal/external communication strategy and oversaw the execution of the teams efforts in delivering the final product
Championed initiatives focused on lead generation for new and existing loan officers
Led the development and implementation of a platform dedicated to unifying and streamlining master billing
Directed the rebranding of the marketing department, in order to increase user engagement through a better user experience and providing better website capabilities that improved department’s services
Oversaw the publishing efforts, content calendar and approved vendor contracts for publications
Utilized analytics and content performance metrics through CRM platform to develop strategies and make recommendations to leadership
Recruited and developed creative personnel; fostered collaboration and inspired creativity and learning
Senior Writer Producer
2012-2017
Creative Services In-House Agency, State Farm Insurance Headquarters
Bloomington, IL
Led cross-functional teams with different creative functions (art, video, copy, web, account, client, photography, etc.) and guided them through project strategy and creative direction
Video producer who oversaw all aspects of video production, including story structure, scripts, video editing, art direction, motion graphics, animation, pre-production, post-production, talent casting and music design
Led marketing and communication video strategies for various departmental initiatives
Researched and developed all elements needed to tell a compelling story, utilizing such methods as interviews, writing narrative structure, identifying video style and graphic visuals, scouting locations, integrating corporate message and brand; writing scripts, and presenting to leadership
Created news stories aimed at improving brand reputation, which were utilized through social channels, print, digital media coverage and internal communications
Provided guidance and direction for video user experience and content strategy within publishing platforms
Created internal communication channels and content for executives, which focused on engaging, empowering, connecting, entertaining and educating employees around the organization
Led the marketing strategy and creative branding of new departments and initiatives within State Farm
Developed strategies that employed a range of digital, social and traditional tactics and channels
Board Member of the Learning and Leading program aimed at assisting and encouraging low-income high-school students to graduate through the company’s summer internship. Developed video strategy.
Guided executives in media best practices to prepare them for speeches, events and corporate videos
Received Silver TELLY® AWARD for the State Farm video Decades, 2012
Received Gold ADDY® AWARD for the State Farm video Decades, 2012
Writer Producer
2007-2012
Creative Services In-House Agency, State Farm Insurance Headquarters
Bloomington, IL
Created content, copy and video strategy for internal and external marketing campaigns and initiatives, which were utilized through multiple channels including digital and traditional tactics
Collaborated with communication writers to strategize company stories and public relations campaigns
Collaborated with communication writers to strategize company stories and public relations campaigns
Reviewed creative briefs, scoped projects and drove creative content strategy from conception to post campaign analysis across multiple advertising and marketing initiatives
Reviewed creative briefs, scoped projects and drove creative content strategy from conception to post campaign analysis across multiple advertising and marketing initiatives
Worked with the VP of Public Affairs to develop a successful national Hispanic marketing campaign to promote education and civic engagement nationwide
Mentored team members and helped them to develop their content and copy abilities
As Communications Committee Chair of the Hispanic Resource Org, launched the new SharePoint site of the group (130+members) with new brand style, news articles, blogs, company events and podcasts
Received a Silver ADDY® Award for the State Farm Booth Display at the National Council of La Raza Expo
Creative Director, Host and Producer
2009-2011
Dilo en Español /Say It In Spanish/ WJBC Español
Bloomington, IL
Supervised and trained interns and volunteers
Led story development and production of all podcasts (sound design, newscast, editing and streaming)
Developed communication strategy for each quarter; developed content calendar and creative direction
Interviewed Spanish-speaking community members and leaders to talk about their personal life stories and how they came to Bloomington-Normal
Discussed current events, social issues, culture, and local, national and international news
Created student internship program with Illinois Wesleyan University and Illinois State University
Received the UNITY Award 2011 an Edward Murrow National Radio Award from Radio television digital News Association (RTDNA)
given to Journalist of Color, committed to promoting diversity in the newsroom
Creative Director and TV Scriptwriter
2005-2007
Spain and Puerto Rico
Wrote nine episodes for family sitcom "Que Familia Mi Familia" aired on Channel 6 PBS Puerto Rico through Happy Productions, Inc.
Wrote over ten episodes for family sitcom "Se Caen De La Mata" aired on Channel 4 WAPA America through Tommy Muniz Productions, Inc.
Provide creative direction and copy services for ONE Marketing, CIMMA Communications, Tere Suarez Advertising and Oracle Caribbean
Senior Copywriter
2004-2005
Arteaga & Arteaga Advertising Agency
Puerto Rico
Developed mass media strategy and advertising campaigns for the largest mortgage bank in Puerto Rico
Wrote and directed TV commercials and radio spots in collaboration with production houses
Copywriter
2002-2004
GREY Global Group
Puerto Rico
Developed strategy and advertising campaigns for PROCTER & GAMBLE Puerto Rico and Latin America
Wrote copy for TV, radio, print, outdoor media, direct marketing, and interactive media for several accounts
Wrote and directed TV commercials and radio spots in collaboration with production houses
Education
Master of Arts in English. Illinois State University, IL (Incomplete)
The International Film & Television Workshops, Producing and Directing Documentaries, Maine
Master in Screenplay. Universidad Internacional Menéndez Pelayo, Valencia, Spain
Scriptwriting (TV/Film) Post Graduate Certification. Sacred Heart Univ., Puerto Rico
Bachelor of Arts. University of Puerto Rico, Rio Piedras, PR, Magna Cum Laude