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Work Background
QantasSenior Director of Americas Marketing
Oct. 2023Los Angeles, California, United StatesAs the Head of Americas Marketing, I was responsible for overseeing and driving the marketing strategies for Qantas Airways in the Americas region, primarily focused on the luxury leisure and high-yield business traveler audience segments. Major Contributions:
• Boosted brand awareness from 31% to 45% in one year with first post-pandemic campaign effort.
• Conducted a complete creative agency RFP for the first bespoke US brand campaign in over a decade. • Launched “Australia in the Sky,” a full funnel 360 degree campaign with top-tier talent, driving record revenue.
• Managed first-ever country-specific social efforts and partnered with PR for record campaign launch earned media.
• Led digital performance campaigns, generating highest-ever US site revenue over campaign launch period.
• Secured impactful partnership with the World Surf League for brand engagement.
National Football League (NFL)Senior Director of Global Brand and Consumer Marketing
Jul. 2022 - Oct. 2023Los Angeles, California, United StatesIn my role as Senior Director of Global Brand and Consumer Marketing, I was tasked with leading and innovating the NFL’s brand strategy across key markets worldwide to grow audiences and increase engagement with existing fans. Major Contributions:
• Directed multi-platform marketing for tent pole events: Combine, Draft, season kick-off, playoffs, Super Bowl, and international games.
• Oversaw Emmy-winning Super Bowl LVII campaign with Diana Flores (Captain and quarterback of the World Games Gold Medal winning Mexican National Flag Football team) to grow female, youth and international audiences.
• Led season kickoff campaign leaning into conspiracy theories of the league being “scripted” and garnered hundreds of earned media mentions and millions in social engagement.
• Managed cross-functional teams (PR, social media, sponsorships, etc.) and external agencies for campaign success.
• Drove international marketing efforts in the UK, Germany, and Mexico.
United AirlinesDirector of Global Advertising
Mar. 2017 - Mar. 2022Los Angeles/ChicagoAs Director of Global Advertising, I led all traditional and digital brand advertising efforts, working closely with internal teams and external agencies to build awareness and increase purchase intent across the US and key global markets. Major Contributions:
• Led full-funnel global advertising campaigns to increase brand awareness, likeability and ultimately sales
• Managed a $75MM+ budget for media and creative efforts with internal teams and external agencies.
• Led the creation of the award-winning "Good Leads the Way" campaign.
• Launched the "Más Unidos" US Hispanic campaign in key markets.
• Curated and executed partnerships with travel and tourism boards around the world expanding marketing budgets by over $10M on average per year for revenue generating digital performance destination marketing activities.
United AirlinesSenior Manager of Onboard Product Development
Feb. 2013 - Apr. 2017Greater Chicago AreaI led a cross-divisional team tasked with developing and launching the United Polaris Business Class, a luxury experience that redefined the airline's international business class offering. Major Contributions:
• Launched United Polaris Business Class, a finalist in the "Crystal Cabin Awards” for Best Innovation in the travel category
• Innovated and curated onboard amenity and culinary partnerships with high-profile brands like Saks Fifth Avenue, Soho House, illy Coffee and Tito’s Vodka
• Partnered with Tribeca Film Festival and US Olympic and Paralympic Committee to create Destination: Team USA. The feature-length documentary showcased the journey of 5 athletes to the 2016 Rio Olympics, including United’s role in the story of travel to training, trials, the games and home again. The film aired onboard and was ultimately sold to Netflix.
United AirlinesSenior Manager of Domestic Advertising
Apr. 2011 - Feb. 2013Greater Chicago AreaAs Senior Manager of Domestic Advertising, I was a key member of the inaugural post-merger advertising team, responsible for crafting and executing the new airline's advertising strategy. Major Contributions:
• Developed a transitional marketing communications for the newly merged United Airlines.
• Built the foundational marketing strategy for the new airline brand.
• Managed RFP and agency selection for brand launch.
• Led targeted traditional and digital advertising campaigns for business, leisure and B2B audiences.
Continental AirlinesSenior Manager of Advertising and Brand Identity
May. 2005 - Apr. 2011Houston, Texas AreaBrand Marketing lead tasked with managing internal teams and agency partners to advance the Continental Airlines brand. Directed the award-winning “Work Hard. Fly Right.” advertising campaign focused on winning New York City and other key markets worldwide. Major Contributions: • Managed implementation of Continental’s $35+ million-dollar television, digital, radio, print and outdoor advertising campaign domestically and via custom campaigns in international focus markets.
• Researched and managed superiority claims, company initiatives and market-launches to promote most compelling messages in order to establish or maintain leading market share in target markets. “Paint the town blue” campaign in NYC garnered the AdWeek Outdoor Advertising plan of the year award in 2006.
• Managed advertising agency partners through the strategy, briefing, media planning, creative development and internal senior management approval processes.
• Partnered with Sales and Marketing teams in all international markets to ensure messaging, campaign and creative alignment in all advertising and communications initiatives.
• Oversaw the Continental brand identity including consistency of tone of voice, logo, design and overall brand experience globally.
Continental AirlinesSenior Analyst - Domestic Advertising
Jun. 2000 - May. 2005Houston, Texas AreaSupported marketing leadership in the development and creative execution of all domestic creative campaigns, as well as the media planning and approval process for campaigns in all major hubs.
McCann WorldgroupSenior Account Executive
Jan. 1998 - Jun. 2000Greater New York City Area• AT&T/Lucent Technologies: Increased brand awareness from 25% to as much as 70% in select countries over the course
of one year utilizing groundbreaking “Ring of Innovation” campaign and managed Asia-Pacific and Latin American McCann-Erickson offices in media planning, creative development, and production.
• Lowe’s Hardware: Participated in the planning and presentation of the winning new business campaign pitch in 1999.
Burson-MarstellerAccount Executive
Dec. 1996 - Jan. 1998Greater New York City Area• Kellogg Company: Participated in the creation of a media campaign to secure placements in national and local media including television, digital, radio, newspaper and trade publications geared to increase awareness of health benefits of certain Kellogg’s brands.
• Major League Baseball: Helped create and execute five baseball-themed events and subsequent PR in major U.S. cities during the 1997 spring training season for the “March to Opening Day” program, Major League Baseball’s initiative to win back fan loyalty after the strike of 1994-1995.
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