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Work Background
HerbalifeDirector, Brand, Creative & Content Strategy
May. 2018 - Jun. 2024Greater Los Angeles AreaLed brand strategy, creative direction, content management and event video production for Herbalife North America and oversaw mentorship and team development of region’s in-house agency, 368 Creative. • Spearheaded expansion of in-house agency services that enhanced brand experience, strengthened efficiency and improved creative execution by implementing photography / video production and robust creative tech stack that included AI-powered tools, earning various Herbalife Innovation Awards in 2019 - 2022 and recognition in 2024 ANA In-House Agency Fact Book. • Guided creative strategy and regional campaign execution for regional events, sponsorships / partnerships and global product launches, including vegan line, Herbalife V, Enrichual CBD line and product extensions for sports nutrition line, Herbalife24, helping company rank as World's #1 Brand in Weight Management and Wellbeing categories by Euromonitor International Ltd. • Elevated user experience by leading brand development and creative execution for launch of Herbalife’s proprietary digital tools, including HNConnect CRM tool and Nutrition Club OperatorApp HNMyClub and co-leading as North America Change Champion for company’s Digital Transformation Program Herbalife One. • Fostered inclusive and supportive team environment, resulting in 10-point increase in trust and manager support on Global Employee Engagement Survey. • Partnered with Finance leads to develop annual budget allocation processes for all North American regional teams, delivering 30% annual cost savings and reducing video event support expenses by 32% in 2023. • Co-chaired global DEI initiatives and Women in Leadership programs and workshops, contributing to launch of company-wide mentorship program and recognition of Herbalife Nutrition in Forbes Magazine as One of America’s Best Employers in 2022.
HerbalifeSr. Manager, Content Strategy North America
Jul. 2015 - May. 2018Supported various business transformation initiatives and led regional marketing efforts including facility branding, merchandising and content management for corporate websites and printed materials. • Led content strategy and creative execution for implementation of Preferred Member loyalty program and retail verification tools and distributor training, receiving company’s Marketing Initiative of the Year Award in 2016 for North America.
HerbalifeMarketing Manager, North America
Jul. 2013 - Dec. 2014Greater Los Angeles AreaDevelop and oversee execution of corporate and regional marketing initiatives and communication campaigns and guide the development and activation of marketing materials and initiatives including videos, apparel, promotional merchandise, facility branding and printed materials
HerbalifeSr. Multi-Media Writer
Jan. 2010 - Mar. 2012Developed content strategy for brand storytelling, global events, product launches and sports sponsorship initiatives. Created and produced immersive facility tours and supporting marketing materials for Herbalife Innovation & Manufacturing Centers. • Contributed to creative development and global launch of Herbalife24 sports nutrition line, helping to expand Energy, Sports & Fitness category to approximately 11.1% of company’s net sales by 2023.
MTV Networks Latin AmericaDigital Producer
May. 2003 - Dec. 2007Managed content development for partnership with Motorola and oversaw digital marketing campaign activations and performance management for brands such as Telcel, Movistar and Marvel Studios, enhancing brand reach and audience engagement. Led development / produced exclusive original MTV and Nickelodeon content for Motorola phones, including animated graphics, music tones and video games. • Piloted SMS Live voting for award shows and music programs and SMS entry for marketing promotions and giveaways, aiding in enhancing audience engagement and exceeding new digital channel annual revenue goals by 26%.
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