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Work Background
University of Puget SoundAssistant Vice President - Enrollment Marketing
Nov. 2021Tacoma, Washington, United StatesI was recruited to build a marketing team, establish marketing best practices, build the application pipeline, set up processes and reinvent how the University markets itself to prospective students and their families. In this role, I provide strategic and tactical direction to 4 direct reports, as well as other departments and freelancers. I manage a complex multi-million-dollar budget, contract and manage agency vendors and drive strategic partnerships. Enrollment is up 13% YOY due to new marketing initiatives. Email open and click-through rates have more than doubled. Social media channel has shown over 50% growth in followers and engagement. Traffic to Admissions page increased by 27%.
MCAMarketing Consultant
May. 2020Tacoma
Bellevue CollegeAdjunct Professor Of Marketing
Jan. 2018 - Sep. 2021Bellevue, WAI taught 100/200 level marketing classes: marketing research, intro to marketing, product marketing, branding, & digital marketing. Courses include:
Marketing Research (200 level course)
Social Media Platform
Digital Media
Marketing 101 Video Marketing
MoneytreeDirector of Marketing
Apr. 2018 - May. 2021Greater Seattle AreaIn this position, I managed all aspects of internal and external marketing: digital, email, social media, web videos, awards, and events. I provided strategic and tactical direction to three teams of up to 20, managed an $11M budget, four direct reports, and agency vendors. I worked collaboratively with product development, retail branches, administrative services, and compliance departments on product launches.
Rational InteractionSenior Account Director
Mar. 2017 - Aug. 2017Seattle, WAI served as a strategic partner to Amazon and Microsoft; ensured solutions delivery and client satisfaction. Projects covered go-to-market, emails, social/display, infographics, videos, web, events, & digital media.
Rena WareDirector of Marketing (WW)
May. 2016 - Mar. 2017Bellevue, WAI defined global marketing and digital strategies; led a 6-person global marketing team, indirect reports, vendors, and multi-million-dollar budgets; managed all creative and strategic marketing initiatives in 8 international markets.
Revel Creative GroupLead Strategist/Creative Director
Oct. 2013 - May. 2016Kirkland, WAHere, I led all creative and strategic digital (social, email, display, SEO, SEM), video and print projects, content development, brand marketing, and events for public and private brands, and government and non-profit clients. Clients included: University of Washington, Latino Community Fund, City of Seattle Parks and Recreation, Make-A-Wish Foundation, Washington Toxics Coalition, Jobline.com, The Coca-Cola Company, Verizon Wireless, The Everett Mall, and The Commons Mall.
Latina Creative AgencyLead Strategist/Creative Director
Mar. 2012 - May. 2016Greater Seattle AreaHeaded the day-to-day operations of a fully integrated Hispanic Marketing and PR agency, from its strategic direction to making financial decisions to managing the company’s brand visibility, its growth, and business development. Primary responsibilities include overseeing all creative and strategic projects from market research to brand and campaign development to renaming/rebranding projects to product launches, development of messaging frameworks, brand guidelines, videos and photography concept and production, website design and development, marketing collateral, social media, events, media placement for a variety of public and private brands. Manage creative, development and content teams. Lead market research projects to develop marketing strategy. Research project responsibility have included, developing research methodology, screener guides, participating questionnaire, developing surveys, recruiting strategy, moderating focus groups, reporting findings and providing recommendations. Key Accomplishments: • Led strategy and design of over 12 new or redesigned websites.
• Launched multiple Hispanic market successful offline and digital campaigns.
• Conducted several Hispanic and other communities of color market research project of which one was selected for presentation at national conference. Brands: University of Washington Center for Equity, Diversity and Inclusion, Microsoft Retail Division, City of Seattle Parks and Recreation, Make-A-Wish Foundation, Jobline.com, LaborWorks, Latino Community Fund, The Coca-Cola Company, Washington Dental Service Foundation, the Commons Mall, Everett Mall
Fashion Network Seattle & Moda & EstiloFounder/CMO
Apr. 2009 - Jul. 2015SeattleI launched two large-scale lifestyle digital publications. I managed day-to-day operations and 10-person editorial team; led viewer growth and acquisition and brand visibility. Additionally, I wrote articles, produced photo shoots, published daily content, and grew readership.
AscentiumAccount Director
May. 2008 - Mar. 2009BellevueManaged multiple Microsoft Account relationships. Responsible for expanding the business within existing Microsoft accounts through creative and strategic thinking. Collaborate with Business Development Managers to acquire new business and respond to RFP. Provide strategic marketing guidance for multiple Microsoft accounts and responsible for their success. Develop marketing campaigns executed across multiple mediums such as videos, website, print, radio and TV. Oversaw design and development of several complex Microsoft websites including Business Intelligence and Volume Licensing. Worked with the company executives on Microsoft related matters. Managed workflow and collaborate with delivery team to resource project appropriately.
Key Accomplishments: • Led several RPF efforts for which we were awarded the projects.
• Expanded existing relationship due to focus on quality of delivery.
• Successfully launched the microsoft.com/bi and microsoft.com/licensing sites. Brands: Microsoft - Volume Licensing, Dynamics Product Suite, UPG, Microsoft Business Intelligence, Office and TechNet
WorktankAccount Supervisor
Jan. 2006 - Dec. 2007SeattleHeaded the Microsoft Account Team and responsible for Microsoft account P & L. Provided strategic marketing guidance for all Microsoft related projects and responsible for each project’s success. Developed marketing campaigns executed across multiple mediums such as videos, website, webcast, podcast, print, radio/TV. Worked with the company’s executives on all Microsoft related matters. Developed the business strategy for maintaining the Microsoft relationship and revenue stream. Drove the team’s response to RFPs and manage workflow, assigning projects to team members. Responsible for the success and performance of each member of the Microsoft team.
Key Accomplishments: • Led strategy and team for the Telly award winning Microsoft Diversity recruiting website, which had average site duration of 26 minutes and included multiple original videos, photograph, and interviews.
• Executed multiple complex campaigns for the Unlimited Potential Group.
• Drove execution of several award winning video projects.
• Exceeded 2007 revenue goal and rated “A” by clients on Client Satisfaction Survey. Brands: Microsoft - UPG, TeleCenters, Windows SteadyState, FlexGo and Subscription Computing Program, Windows XP Starter, Windows Vista Starter, MSIS, MS Learning, HR Marketing Recruiting, Diversity Marketing Recruiting
Self EmployedMarketing Consultant
Jan. 2005 - Jun. 2006RedmondProvided marketing strategy and management to a variety of e-marketing and on-line projects for Microsoft and other clients. Developed messaging framework, marketing plans, campaign strategy, event plans and creative briefs. Worked with project managers in managing of creative and development teams, budgets, timelines and web sites. Managed relationships with Microsoft Partners and virtual internal Microsoft teams. Key Accomplishments: • Managed the execution of several online rich media playbooks targeting Microsoft’s US and global ISV partners in the Small and Medium Business space.
• Delivered marketing strategy on the Microsoft FY06 Volume Licensing partner and customer facing marketing collateral and the development of 18+ deliverables including a DVD kit with North America and Worldwide versions of the Licensing Reseller Handbook, Quick Reference Cards, Partner Case Studies, Fact Sheet, PowerPoint Shows among others.
• Developed and executed marketing plan to bring several books launched in 2006. Brands: Microsoft (SMS&P, Volume Licensing, MS Learning, CRM), Lionfish, Big Think Media
Cole & WeberAccount Executive
Oct. 2003 - Jul. 2004SeattleManaged a variety of e-marketing and on-line projects for various divisions within Microsoft. Duties included developing scope of work, creative briefs and strategy docs, managing timelines, budgets and client expectations as well as tracking online campaigns. Participated in the development of off-line and on-line research for various projects. Key Accomplishments: • Managed phase II of the international small business site development for Microsoft Small Business group.
• Successfully handled the Microsoft Office Systems Promotion, which included 3 different password protected sites, sweepstakes and email alias management. Brands: Microsoft - MCSE, Small Business group, Office, Executive Circle, the Incubator group, TechNet and MSN
Leo Paper USAAccount Manager
Mar. 2002 - Oct. 2003IssaquahManaged over 20 projects at various stages of print production for 6 different clients in the USA. Soft sold the company's capabilities and high end processes; provided solutions to production issues as needed. Coordination with counter part in mainland China.
Key Accomplishments: • Increased revenue from Zondervan by increasing the number of projects from 2 in 2002 to over 10 projects. Grew revenue from this account by 50% in the first 2 quarters of 2003 by providing client focused services and attention to detail.
• Increased Dalmatian year-over-year first quarter earnings by 25% from FY 2002 through negotiating better prices and production timelines for the client with Leo's production facilities in Hong Kong and Heshan. • Increased Playhouse year-over-year sales by 241% and achieved triple the yearly sales target by the 3rd quarter of 2003 by offering a “print and hold” strategy that provided client the cost benefit of printing large quantities while allowing production efficiencies at the Leo facilities. Brands: Dalmatian Press, Playhouse Publishing, Edition Chouette, Zondervan, Disney, & Westcom Press
PublicisAssistant Account Executive
Oct. 1999 - Oct. 2001Seatttle and NYCManaged ad campaign development processes for $2mm to $10mm accounts. Formulated strategy and creative brief to execute TV, Radio and Print commercials through daily communications with clients and vendors. Conducted market research, tracked sales, analyzed competitive activities; and monitored cash flow and production spending for each brand. Prepared and presented monthly budget reports, quarterly performance reviews and annual Marketing and Communications Plans. Supervised Account Coordinators and Interns. Key Accomplishments: • Increased production efficiency of TV and Radio advertising for Gift with Purchase/Purchase with Purchase promotions for Lancôme through new procedures and guidelines resulting in a reduction of production time from 5 days to 2 days.
• Successfully launched over 300 grand openings and promotional events for PETsMART in over 100 US and Canadian markets in one year. • Reconciled over $2mm of overdue invoices for one of the accounts and ensured payment within 30 days of reconciliation. Brands: Lancôme, Matrix (Brands include Biolage, Vavoom, Amplify and SoColor), Washington Lottery (Brands include Lotto, Lucky For Life, Scratch & Quinto), PETsMART, Subway, Northwest Minority Business Council
Y&R The Bravo GroupAccount Coordinator
Feb. 1999 - Aug. 1999San Francisco Bay AreaOrganized meetings, prepared and distributed status reports, revised monthly client billing, coordinated vendor relations and assisted with client presentations. Monitored competitor activity for all Clorox brands, transcribed and translated competitor TV and Radio advertisements and generated competitive analysis. Furnished account team with production cost estimates and monitored client estimate approval. Key Accomplishments: • Executed over 30 Pine Sol Radio Added Value Events in different Hispanic markets across the US in a 2 month period. Conducted over 100 surveys to evaluate success and provided recommendations to client.
• Successfully coordinated the Hispanic market product integration of the BRITA brand in the New York and Los Angeles markets.
• Analyzed over 3 years of monthly sales data for the Pine Sol brand and all its competitor to assess advertising effectiveness in the Hispanic market and developed strategy for ROI. Brands: Clorox (Brands include Pine Sol, Ultra Clorox Bleach, BRITA, Kingsford and GLAD bags)
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