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Work Background
CultureSpan MarketingPresident & CCO at CultureSpan Marketing
Jan. 2021El Paso, Texas, United States
CultureSpan MarketingVice President Creative Services
Jun. 2019 - Jan. 2021El Paso, Texas, United States• Maintain a role as lead creative strategist overseeing branding, marketing and advertising, video production and media placement for a vibrant multicultural agency, managing a team of 7 creatives.
• Directly responsible for development, allocation, management and adherence to client production budgets.
• Led the membership campaign that helped TFCU (credit union) achieve their yearly membership goals within the first 6 months of campaign launch.
• Oversaw the effective creative strategy, testing and execution of El Paso Electric’s Community Solar Program, leading to full subscription within one month of launch date.
• Principal in all new business development efforts, aligning marketing and messaging strategies while providing a clear, succinct and engaging creative vision.
• Tasked with maintaining quality of creative output of agency during work from home period of COVID-19.
CultureSpan MarketingCreative Director
Oct. 2013 - Jun. 2019• Served as creative director for fast paced, multi industry agency with 17 employees. • Developed the creative strategy that landed the El Paso Electric account and directed their reimaging campaign, helping to maintain agency of record status since 2013.
• Oversaw the creative development of and directed the FLY ELP :30 commercial spot for El Paso International Airport, which aired during the 2015 Hyundai Sunbowl and served as the agency’s first national TV commercial.
• Oversaw the team that developed TFCU’s first multimedia membership campaign in over ten years, also serving as TV commercial director.
• Oversaw creative and directed the :30 TV commercial spot that led CultureSpan to win the Best in Show at the El Paso American Advertising Awards in 2014, for the Paso del Norte Health Foundation’s Two Should Know Healthy Sexuality Initiative.
CultureSpan MarketingSenior Broadcast Producer
Jun. 2005 - Oct. 2013El Paso, Texas, United States• Supervised the development and execution of award-winning audio/visual creative for TV, radio and digital platforms while managing The Studio, The Laster Group’s in-house team of 3 employees.
• Managed all aspects of medium to large scale video production projects from concept to completion, handling budgets of up to $200k.
• Led visual direction and directed all commercials for network rebrand of Odessa Texas’ Medical Center Health System.
• Wrote and directed all adult smoking cessation and youth smoking prevention video campaigns over 10 years for Smoke Free Paso del Norte, aiding in overall reduction in smoking throughout the community.
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