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Cross functional senior marketing leader experienced in driving brand engagement and business growth through strategy and execution

BRAND MARKETING EXAMPLES

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Hanes Brand Repositioning Launch Campaign
Hanes Brand Reposition Launch Campaign
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  • Developed Campaign Strategy & Assets:
    Created an updated consumer insights based brand position to build better engagement with the younger consumer.  This "Comfortable Style for All" brand position was launched behind a new product collection "Originals" and targeted to the younger consumer.    Developed all campaign assets (TVC, social media content, key visuals, paid digital media assets, POP displays, and retailer digital assets)
     

  • Produced Campaign Toolkits:
    Developed all the marketing assets (graphics, video, digital, retail, TVs, OLA) used in national brand media as well as key retailer media (web banners, display ads, etc) for Target, Amazon, and Walmart
     

  • Developed Launch & Sustain Execution Plans:
    Created $30M media plan to launch around the tent pole media moment of NBA Playoffs in April 2023.  It included linear TV, CTV, OLV, paid social and display.  Also developed retailer specific media plans for Target, Amazon, Walmart, and Kohl's.

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Hanes Launch Campaign for Total Support Pouch
Hanes Total Support Pouch Launch Campaign
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  • Developed Campaign Strategy & Assets:
    Built a $100M product franchise with the Men's Underwear Total Support Pouch product.  Developed all campaign assets (TVC, social media content, key visuals, paid digital media assets, POP displays, and retailer digital assets)
     

  • Produced Campaign Toolkits:
    Developed all the marketing assets (graphics, video, digital, retail, TVs, OLA) used in national brand media as well as key retailer media (web banners, display ads, etc) for Target, Amazon, and Walmart
     

  • Developed Launch & Sustain Execution Plans:
    Created $45M media plan to launch around tent pole media moment of March Madness; included linear TV, CTV, OLV, paid social and display, and SEM planning.  Also developed retailer specific media plans

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Samsung Flagship Phone Launch Campaigns 
Samsung Flagship Mobile Phone Launch Campaign
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  • Developed Campaign Strategy & Assets:
    Twice a year, we developed the Samsung flagship Galaxy S and Galaxy Note phone launch strategies and execution plans (target consumer, key product proposition, North American TV spots, and carrier marketing plans)
     

  • Produced Campaign Toolkits:
    Developed all the marketing assets (graphics, video, digital, retail, TVs, OLA) to be used in national brand media as well as distributed to key carriers for go to market execution.
     

  • Developed Sustain Level Campaigns:
    Turned around Galaxy 10 phone sales stagnation by revitalizing consumer interest and purchase intent by recognizing and creating a new campaign around the speed advantage of Samsung phones.

New Balance Global/NA Integrated Marketing
New Balance Global Integrated Marketing Planning Field Sports Category (Baseball, Training, Tennis, Cricket, Golf, Lacrosse, Fastpitch)
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  • Developed Campaign Strategy & Assets:
    Set the seasonal brand message for each sport category, to align with the seasonal overarching NB brand position and key seasonal product. 2016 Effie Award for NB Baseball campaign
     

  • Produced Go To Market Kits:
    Develop all the marketing assets (graphics, video, digital, retail, TVs, OLA) and distributed to regions each season.
     

  • Created Social Media Content:
    Create global social media campaigns each season based on athlete and product stories for each sport category social handles on Facebook, Instagram, Twitter



     

North America Integrated Marketing Execution Field Sports Category 
 

  • Media Buying:
    Planned and executed digital, print, OOH, and TV media plans for Baseball & Tennis in NA and coordinated media partnership with Fox Sports in Asia 
     

  • Retail Marketing:
    Partnered with NA Channel Marketing team to execution in-store campaigns in sporting goods and sport specialty accounts and digital channels including NB.com and key tennis account TVs.
     

  • Grassroots Events:
    Executed national Baseball Area Code Games and Training Clinics and NB National High School Tennis Championships (won Tennis Industry Association Most Innovative Event award 2016)
     

  • Consumer Activations:
    Managed tennis events at Wimbledon, French Open, US Open, and Australian Open, 

Coca Cola Brand Management
Coca Cola Brand Management
Coca Cola Classic US Hispanic Market
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  • Managed the $250M U.S. Hispanic Coke Classic category. Developed the 2005 Brand Plan and managed the $30M marketing budget for the 2004 Hispanic marketing programs including national and local advertising, grassroots, and retail/trade merchandising, and sports marketing programsObjective: Increase brand preference and consumption frequency of Hispanic consumers
     

  • Strategy:
    Brand tracking research tied into consumer consumption panels and Nielsen POS data identified several keys to increase Hispanic Coke Classic preference and consumption. Re-connecting with the Hispanic consumer through:

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  • Connecting Through Football Execution:

    • Integrated advertising, retail POP, foodservice marketing, and event marketing around the Mexican National Football Team tour of the US.

    • Sponsored a global youth football tournament, Copa Coca-Cola as regional teams vie for a national title to compete for the international championship at the World Cup
       

  • Connecting Through Local Tiendas Execution

    • Developed a complete set of indoor and outdoor POP solutions for tiendas focusing on seasonal marketing messages

    • Executed a tienda staff rewards program based on excellence in retail brand execution and sales increases
       

  • Connection Through Food & Cooking Execution

    • Partnered with Goya Foods and Melissa Guerra on “Mama Si Que Saber” cooking/ recipe program

    • Integrated support through in-store POP, Univision video shorts, Goya cookbook, and local supermarket demonstration events

Hurley Women's Brand 
Positioning
Hurley Women's Brand Re-positioning
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  • Objective:
    Create separation from Hurley’s main women’s brand competitor, Roxy
     

  • Strategy:
    Reposition the brand from it’s existing position of “young, happy, and beach sunshine” to a more sexy/edgy/mature image through Sports Illustrated swimsuit model Bar Rafaeli.

 

  • Execution:
    Visual execution in advertising, OOH, retail, and digital.

World Team Tennis Event Activation
WTT National Sponsor Event Activation
 

  • Objective:
    Create brand activation events at WTT matches to maximize ROI for national sponsors and community connections 
     

  • Strategy:
    Create visual impact of sponsor brand for both on-site spectators and for broadcast viewership at national televised league matches and connect sponsor brand with the community

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  • Execution

    • Develop marketing toolkits for WTT franchise teams for advertising, digital, and on-site signage to maximize sponsor exposure

    • Enhance sponsor brand connections with the community through on-site events such as kids/family tennis clinics, community service, fan appreciation activities, and fan prize competitions.

Hurley
Men's
Brand Positioning
Hurley's Men's Brand Re-positioning
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  • Objective:
    Create a stronger connection with the core surf consumer by elevating Hurley’s performance/innovation position through the Phantom board short
     

  • Strategy:
    Communicate the performance enhancing characteristics of the Phantom board short

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  • Execution

    • Won SIMA Board Short of the Year six years in a row

    • Communicated Phantom Board Short innovation technologies through print ads, video, digital, and in-store POP

Hurley
Corporate Social Responsibiilty
H2O Water Sustainability Corporate Social Responsibility Program
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  • Objective:
    Develop a corporate responsibility program that reflects the essence of the Hurley brand
     

  • Strategy:Build Hurley’s Corporate Responsibility position around water sustainability and create a brand enhancing logo: H2O. Implement an integrated program promoting water sustainability to: reduce what is used; replenish what is consumed; and educate the consumer and the industry.

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  • Execution

    • Product Design: offer a commercial product line with water sustainability as a primary design goal without sacrificing style or performance

    • Brand Marketing: quiet sustainability marketing through hang tags and PR with key athlete, Rob Machado, as spokesperson.  Activate and drive awareness at key events. 

    • Supply Chain: continue improving manufacturing environmental impact

    • Community: execute programs which amplify the voice and action of youth that care about water

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