Valerie Williams-Sanchez - Consultant/Project Manager, Valorena Online, LLC

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Work Background

Blue ChipVice President, Multicultural Intelligence and Relevance

Jan. 2022 - Aug. 2024I was recruited to this independent advertising and marketing agency to enhance multicultural capabilities, starting with a focus on the campaign needs of a $300B+ consumer goods company. I have brought multicultural insights around consumer dimensions and the outside factors impacting the shopper experience. I have broadened conversations and created a fact-based framework to guide internal and external thought processes and strategic repositioning. ➥ Analyzed market data and consumer insights to identify emerging trends and opportunities in the multicultural market segment. Fueled data-driven decisions, providing client and agency a new multicultural lens and cross-functional framework for a deeper understanding of multicultural shoppers informed by trusted sources including the National Institutes of Health and scholarly journals. ➥ Collaborated with the Strategic Planning and Research (SPARQ) team to develop campaigns that aligned with emerging or high-growth multicultural market segments. ➥ Recognized for personal and professional impact with nominations for three coveted annual agency honors: The Uniter Award, The Beautiful Mind Award, and the BluMer Award. ➥ Infused cultural insights that lifted sales programs, including retail advertising programs based on cultural insights that drove up to an 8-14% sales increase over the initial year, leading to the expansion of the program. ➥ Led cultural literacy initiatives toward a more inclusive work environment, supporting the curation of a multicultural creative bench and spearheading the agency’s thought leadership strategy through speaking engagements, partnering with industry, and publishing research-based content about the changing face of the country. ➥ Educated advertising/creative professionals on perceptions of different cultures, ethnicities, disabilities, genders, and generations, the impacts of language differences, and how cultural processes evolve in communities.

Columbia University Irving Medical CenterCommunications Officer

Feb. 2016 - Apr. 2020New York, NYIn this position I steered both academic and clinical medical marketing communications for the Department of Ophthalmology, a specialty practice at the academic medical center located on the largest campus of New York-Presbyterian Hospital. ➥ Steered department-sponsored marketing and communications initiatives, infusing compelling content (i.e. physician interviews) and news related to conferences, website development, and social media marketing. Consulted physicians on internal and external opportunities for elevating the department, including a physician series highlighting Columbia doctors and their work. ➥ Served as editor for the inaugural annual report on Precision Ophthalmology, helping conceptualize a picture-book format to strategically promote and unpack concepts and constructs related ophthalmology and genetics to optimize customize care. Served as editor or assistant editor on follow-up publications and related programs collateral, which were well-received in circulation to 12K+ ophthalmologists nationwide. ➥ Served as a key player in planning on executing three major conferences, supervising the creation of multimodal collateral and promotional material, ensuring live event coverage, interviewing speakers, and dealing with business and technical challenges. ➥ Served as a trusted advisor in supporting and educating physicians about approaches to ads and promotions, event pricing, and innovative, cost-effective ways to promote endeavors. From private practices to a very public solar eclipse, maintained the pulse of activities impacting the department and unexpected ways to bring positive attention. ➥ Developed integrated marketing communications to promote programs including Jonas Children’s Vision Care, Tele-Ophthalmology & Artificial Intelligence conference, and other branded initiatives. Optimized significant donor investments in keeping with program objectives.

Greenburgh Eleven UFSDIndependent Educator

Jan. 2014 - Jan. 2016Dobbs Ferry, New York, United StatesDeveloped culturally relevant pedagogical lesson plans and curricula for (emotionally disturbed and psychologically challenged) special needs K-12th grade students in Algebra, Biology, Literature, and Spanish.

Valorena PublishingConsultant & Publisher (Owner)

Feb. 2013Palisades, New YorkSpecializing in strategic marketing, communications, health literacy, and cultural strategy, Valorena Online, LLC, (d.b.a. Valorena Publishing) excels in creating branded, strategic content, education and learning programs focused on cultural fluency, mental health(emotional intelligence), and empathy. Was Lead Contractor for a coalition group that received New York State grant funding to provide public health literacy services, and: ➥ Worked with legal counsel to lead coalition contract negotiation and management. ➥ Directed deliverables and distributed payments to coalition partners. ➥ Developed and implemented "Emotion Commotion Workshop – COVID Edition" (SERP), supported by funding from Health Research Inc. (HRI) in collaboration with the New York State Department of Health (NYSDOH), Bureau of Health Equity and Community Engagement by grant number OT21-2103, funded by the Centers for Disease Control and Prevention (CDC). Its contents are solely the responsibility of the authors and do not necessarily represent the official views of HRI, NYSDOH, or CDC. ➥ Created program curriculum, online and digital resources including a SERP Health Literacy Hub with NYS and original content for children, parents, and caregivers. ➥ Developed, managed, and implemented SERP marketing communications, community outreach and engagement efforts. ➥ Served as advisor for curriculum development for the Poetry, Prose, and the Pandemic program, a health literacy writing workshop. ➥ Collaborated with a New York City-based health literacy non-profit on the Say Ah! Symposium, a three-day, online, health literacy, event examining how social disparities and health literacy interact to impact health outcomes. ➥ Leveraged experience elevating storytelling, layout, and cultural insights in authoring a children’s book series advancing accessible, inclusive lessons about issues like empathy, consequences, and handling adverse moments, and wide ranging emotions. (www.CocoaKidsCollectionBooks.com).

Volvo Car GroupTactical Advertising Analyst/Sales Planner/Product Launch Coordinator

Aug. 2006 - Dec. 2013Rockleigh, New JerseyAt Volvo I added highly technical roles with executive exposure to my professional repertoire, producing KPI communications and managing multimillion-dollar tactical advertising payments for this premiere brand. ➥ Served as Analyst developing ad programs for local and regional marketplaces in association with Volvo’s advertising agency and third-party vendors. Created and distributed KPIs in an enhanced format adopted by leadership for use with global constituents. ➥ As a Sales Planner for two years, tracked vessels originating from Sweden, ➥ and used allocation formulas to direct product distribution to retail and wholesale channels. ➥ Maintained communications tools and processes as a Product Launch Coordinator for two years.

The Williams Institute, Inc. (Adolescent Therapeutic Treatment Center)Director, Support Services & Special Projects

Jan. 1999 - Jan. 2007Orange County, California AreaIn this role, I worked with the residents, supported the business objectives through grant work, and developed programs and marketing for group homes providing 24/7 treatment and services for at-risk adolescent girls. I worked closely with the Board of Directors to meet organizational needs, forging a range of creative opportunities and career development exposure made possible through community partnerships. I orchestrated a mix of digital, traditional, and guerilla marketing, overseeing collateral development and managing the full cycle of fundraising golf tournaments. Also worked in clinical aspect of the business, by providing Health Literacy development support for the staff. Developed programs and managed the client population's activities in the Food and Nutrition Program of which the Culinary Arts Day described below, was part. This activity exposed residents to careers in the culinary arts as well as the college programs offered by the Art Institute -- Orange County.

Disneyland ResortManager, Innoventions/Partnership Marketing (Corporate Sponsorships)

Jan. 1998 - Jan. 1999Anaheim, CAI worked for Disneyland in a role leading the implementation of strategic marketing and communications for launching Innoventions, an attraction spotlighting emerging technology, including health and medical devices. I coordinated messaging engagement and activation between the park and high-profile corporate exhibitors (client partners) while also managing public promotions in a fast-paced, results-oriented environment. I served as Spanish/English spokesperson to global media as well.