Pedro Davila - VP Social Media, Morgan Stanley

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Work Background

Morgan StanleyVice President of Social Media

Jul. 2023New York City Metropolitan Area• Developed and implemented a robust social media operations framework, partnering with Corporate Communications, Risk, Legal, and sub-brands to build best-in-class processes, strengthen brand governance, and optimize social media infrastructure. • Unified social media strategy across multiple brands and international markets; created adaptable best practices (“playbooks”) for global application. • Led a team dedicated to maximizing organic channels, driving brand reach and engagement across a community of over 4.5 million followers. • Crafted and executed a comprehensive social listening approach, monitoring brand reputation and maintaining content quality aligned with brand safety standards. • Spearheaded the Executive Social Media Program, providing on-demand support to top leadership on digital engagement and personal brand positioning. • Key accomplishments: • Driving analytics-based insights, providing strategic thought leadership, and ensuring data-driven decision-making across social platforms. • Creating and implementing a social media strategy that allowed our over 80 million employees guidance on what was appropriate social media content for their personal social media channels. • Generated significant cost savings by independently creating and shooting content, streamlining production processes, and reducing reliance on external resources. This initiative consistently outperformed our externally produced content while maintaining high-quality content and resonated with our audience.

CitiSenior Vice President, Global Consumer Social Media

Oct. 2015 - Jul. 2023Greater New York City Area• Managed an internal team and lead three external agencies with the mission of leveraging organic, paid and earned channels to drive a base of cardmembers into the digital sphere. • Aligned social media strategy across domestic and global markets; develop best practices (“playbooks”) and export globally. • Lead the distribution and publishing of creative units across social partners (Facebook, Instagram, Twitter, YouTube, Snap, Buzzfeed, Pinterest) and DSPs across all lines of North America Consumer Campaigns. • Drove consumer engagement through paid and organic social media campaigns. • Monitored Citi’s brand reputation in the social space, reviewing all creative assets through the lens of brand safety and integrity. • Lead the 360° influencer strategy for both North America and APAC regions and vet influencers. • Created and led customer care and social response infrastructure. Key accomplishments: • Oversaw the social strategy across a calendar of over 10,000 events per year (@citibank). • Successfully rolled out Sprinklr, providing a unified social media management platform and global dashboard across the entire Citi organization. • Launched The Citi Concert Series on TODAY, leading the digital content and strategy for live concerts on the most popular morning show in the country, and managing the approval process, branch activations, merchandise, surprise and delights (giveaways and meet and greets). • Integrated influencer marketing into the Citi promotional DNA, co-driving growth in influencer usage. • Pioneered a real-time posting strategy at Citi, enabling more efficient media spend and heightened relevancy. • Negotiated and closed multimillion-dollar partnership deals with Buzzfeed and Facebook that unlock specific benefits based on media spend; also, manage a similar partner relationship with Google. • Facilitated better communication and collaboration among all Citi marketing teams and external agencies, leading to a reduction in media spend.

Publicis Kaplan ThalerAccount Director

Jan. 2013 - Dec. 2015Greater New York City Area• Led primary marketing initiatives for Citi’s consumer North America business, managing four omnichannel campaigns and over 150 social media campaigns per year for Citi Credit Cards, Citi Bank, and CitiBike. • Oversaw campaigns for five sub-brands from soup to nuts, from creation of briefs to production for TV/pre-roll, print, OOH, radio, digital and social. Key accomplishments: • Managed two ATL Franchise campaigns (Bank + Card) leading TV spots, digital spots, print ads, digital assets and social campaigns, becoming the best-performing ads to date at the time in Citi’s history. • Served as the lead for partnerships and sponsorships with major brands such as Billboard, Amazon, Yahoo!, Wired, FoodNetwork, AOL and LinkedIn. • Led a 27-person team in creating and promoting cobranded content franchises such as Culinary Beats, Table for Two, 5 Seconds from Sochi, Billboard Music Awards, FoodNetwork Live, Amazon Holiday Toy List and AOL On City Ballet. • Drove a turnaround of the social media dimension of the Citi Consumer North America account, energizing creativity and performance of social media campaigns and leading to a consolidation of all social media under Publicis (previously spread across three agencies) without review. • Spearheaded the 2014 Citi Sochi Winter Olympics campaign, driving massive performance of over 2 billion impressions.

GlobalWorksAccount Manager

Jan. 2009 - Dec. 2013Greater New York City AreaKey accomplishments: • Served as the account lead for U.S. Bank's multicultural business, spanning 14 languages and 17 cultural groups across all media, with a 10% lift YoY every year. • Led the 16-person account team for Kendall-Jackson’s general market campaign, focusing on various social media integrated with traditional media, driving double-digit growth in sales. • Conducted preliminary research leading to the successful launch of four P&G brands into the APAC region. • Drove Duane Reade’s multicultural efforts, including retail promotions and signage across over 20 locations.

McCann EricksonAccount Supervisor

Jan. 2006 - Dec. 2009Greater New York City AreaKey accomplishments: • Led Verizon's multimillion-dollar retail business account, including planning and implementation of six fully integrated campaigns per year across 1,300 stores, driving 60% increase in phone sales and activations. • Drove the strategic and creative rebranding of all 1,300 corporate retail stores across the U.S. launching the Verizon Experience Stores and Verizon Wireless Evolution Stores, going from concept to full national rollouts for these fully interactive retail digital environments. • Authored and led the development of Verizon’s Brand Photo Gallery across four major shoots per year.

Straight Up EntertainmentAdvisory Board Member and Production Team Member

Jan. 2004 - Dec. 2006Orlando, Florida AreaKey accomplishments: • Partnered with Production Manager on all aspects of organizing, fundraising and running two internationally-recognized celebrity basketball charity events held in Miami (2004) and Chicago (2005) for *NSYNC’s 501C3 charity, Challenge for The Children, which raised over $10 million for charity during my tenure. • Served as lead liaison for over 40 celebrities and major press outlets that took part in the events, including Cameron Diaz, Lindsay Lohan, Shannon Elizabeth, Wilder Valderrama, Britney Spears, Billboard, US Weekly, People and others.