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Work Background
D&R Media ConsultingChief Executive Officer
Jan. 2024Los Angeles, California, United StatesWith a combined 30+ years of games industry experience, Danny Peña and Riana Manuel-Peña are offering media consulting, hosting and speaking engagements, podcast integrations, and marketing support.
http://dannyandriana.com
Zebra PartnersDirector of Brand & Unified Marketing
Oct. 2022 - May. 2024-Led a full brand refresh including brand discovery, full staff surveys, LT rebranding bootcamp, creating new design suite, building new brand identity and brand guidelines, new credentials decks and templates, and full website redesign.
-Led marketing programming for over 10 client partner initiatives.
-Created a comprehensive influencer engagement program complete with full guidelines booklet, creator discovery and recruitment system, process and documentation tracking, reporting, and repeatable execution template.
G4Director, Brand
Jul. 2021 - May. 2022Directed strategy, messaging, creative, and GTM for G4’s Brand initiatives including network LTF and messaging, paid media, show branding, partner content messaging, social/community activations, consumer product strategy, and fundraising.
G4Senior Manager, Brand Marketing
Oct. 2020 - Jun. 2021Los Angeles Metropolitan AreaConceptualized and executed marketing campaigns (6 campaigns in 5 months) to drive brand awareness leading up to our channel launch. Focusing on DE&I as well as charitable orgs to align the new G4 with inclusivity and giving back, affecting increases in overall market awareness with limited resources while building out processes and workflows for a newly forming team. Notable campaigns include 1) highlighting Black indie developers and industry stand-outs who are elevating others during Black History Month, and 2) created a viral video campaign for Mental Health Awareness Month, contributing to over $540k funds raised for Rise Above the Disorder (RAD).
ProjectlineProduct Marketing Manager, Xbox
Jan. 2020 - Sep. 2020Greater Seattle Area+Marketing Strategy and Campaign – Created overall title go to market strategy and franchise milestone calendar, consulting with and disseminating final GTM to production, publishing, marketing communications, release management, and owned and operated channels, and organized cross-discipline meeting cadences and attendees
+Brand and Asset Support – Oversaw the tone and execution of art, video, and physical assets, provided approval and guidance for partners leveraging franchise IP, assisted dev team w/ screen shots and gameplay capture (b-roll) direction, created and managed brand/asset toolkits
+Owned Channel programming – Collaborated on programming efforts on Xbox and Win10 owned channels, identified opportunities to drive additional engagement on the Windows / Xbox store, collected and share engagement data results with the team
+Influencer and content creator engagement – Directed promotional asset creation and delivery of consumer giveaways, high-end team influencer materials, promotional partner assets and marketing execution, aligning with internal and external asset production and delivery teams
YeslerProgram Manager, Microsoft
Jun. 2016 - Jan. 2020Greater Seattle Area+Managed service launch projects (10-15 new services per FY) end-to-end across multiple teams (onsite, remote, and international), leveraging daily SCRUMs, Agile methodology, project planning cadences, and bi-monthly release cycles
+Operated global demand center marketing program by training and coaching stakeholders, tracking issues while addressing roadblocks, and triaging incoming ad-hoc requests
+Improved existing processes by conducting working sessions, leading project post-mortems, and proposing change recommendations
+Designed, created, and implemented custom tools and solutions for new processes, and adapted existing tools and processes to meet changing client needs
Loft9 Business ServicesGraphics Coordinator / Project Manager / Senior Analyst
Jan. 2016 - Jun. 2016Greater Seattle AreaGraphics Coordinator: Talking Rain • Implemented process improvements and created SOP documentation for graphics creation, approval, and delivery
• Developed and customized tools (Smartsheet, OneNote, etc.) to support the graphics request process
• Triaged incoming graphics requests, gather requirements, and delegated to designers based on bandwidth, experience, and SLAs Senior Analyst: Valley Medical/Providence Health Systems • Simultaneously managed multiple projects, including ETLs, system retirements, and custom report requests
• Created a custom website, complete with form functionality, for internal team use
• Authored SOPs, training documentation, and reference guides for future users
Loft9 Business ServicesInternational Project Manager, Microsoft Game Studios
Jan. 2015 - Dec. 2015Greater Seattle AreaGame Titles Worked On:
Halo: The Master Chief Collection
ODST for Halo: The Master Chief Collection
Halo 5
Happy Wars
Killer Instinct
Ori and the Blind Forest
Ori and the Blind Forest Definitive Edition
State of Decay Year One Survival Edition Platforms:
Xbox 360
Xbox One
Windows 10 Languages:
From EFIGS to 12 LCIDs, including subs and VO
English
French
Italian
German
Spanish
Czech
Hungarian
Japanese
Korean
Polish
Russian
Traditional Chinese / Simplified Chinese •Drove localization project management for specific product(s) from inception to launch, including scheduling and budgeting, as well as quality, stakeholder, and risk management • Provided vendor and partner management working with Engineers, Localization Professionals, Product Managers and Studios to deliver international versions of major game franchises on time, within budget and with high linguistic quality •Managed all aspects of product localization finances, including budget and forecasting analysis •Spearheaded functional initiatives including process improvements, vendor strategy, and tools improvements •Utilized Project Management and Business Analysis frameworks and methods to work collaboratively with the global localization team to drive efficiency and effectiveness of the localization process •Collaborated with the Functional Leads in the same managed service team to align on strategy and key decisions within their respective functional areas •Provided training for other test leads or core team members on localization testing standards and procedures
UPMCSystems Analyst
Jan. 2014 - Dec. 2014Greater Pittsburgh Area• Worked as the liaison between the Revenue Cycle, Information Services, Medical Records and the Clinical Departments to manage and refine the Price Estimate procedure, request database, and third party systems
• Identified potentials for process automation, redesign processes which deviate from the intended pathways, and streamline processes based on user behavior
• Coordinated system upgrades with internal team and database engineer, update all related documentation and communicate changes to all affected users
• Facilitated vendor application implementation, evaluate performance quality, propose potential enhancements, and inform on application scaling
• Created documentation and manuals related to system procedures, update and distribute them to affected parties, and maintain all relevant information through the internal Price Estimate SharePoint site • Analyzed and reported on Price Estimate staff productivity, Price Estimate request trends, process efficiency, and ad hoc internal requests for organizational decision support
• Implemented regular quality analyses of large volumes of data to identify areas of opportunity for process improvement, application expansions, and system optimization
UPMC Health PlanProduct Administration Specialist
Nov. 2013 - Jan. 2014Greater Pittsburgh Area• Worked with a variety of functional areas within the organization to assist in the creation and implementation of new product documentation
• Handled all incoming requests for new sales and renewals by creating plan documents and facilitating all relevant aspects of the process as determined by leadership
• Maintained full ownership of all plan documents created and maintained, including format, verbiage, mapping to network drive/SharePoint, etc.
UPMCPayor Contract Services Summer Associate
May. 2013 - Aug. 2013Greater Pittsburgh Area• Introduced department staff to the Microsoft One Note multimedia organizational tool, led an instructional demonstration showing tool’s effectiveness in optimizing team’s data validation initiative – the procedure I developed using this tool is now standard protocol
UPMCHealth Information Management Coding Technician
Dec. 2012 - Nov. 2013Greater Pittsburgh Area• Initiated Risk Management project: analyzed audit data and identified the three major problem areas in undercoding that translated to an estimated $3.6 billion in missed reimbursements from January 2012 to December 2012 – this experiment was conducted outside of working hours and originally only for educational purposes, but the value proposition of the statistical results prompted the findings be reported to the HIM Coding Director
• Created a standardized format and modified over 2,000 physician fax coversheets, conforming 14+ formats to 1 for cohesion and clarity, reducing error rates and decreasing physician response time
• Developed and implemented a process and database to record and track coder time and productivity
Highmark Blue Cross Blue ShieldCustomer Service Representative, Commercial Insurance Products
Nov. 2010 - Dec. 2011Greater Pittsburgh Area• Serviced customer inquiries utilizing multiple software systems to collect data and research accurate information
• Maintained strict compliance with all privacy and HIPAA laws and thorough knowledge of current healthcare policies and practices
• Implemented quality communication skills through customer correspondence, provider relations, and B2B interactions
Health Fitness CorporationOn-Call Health Screener
Oct. 2010 - Aug. 2014Greater Pittsburgh Area• Screened cholesterol and glucose levels using standard finger stick protocols
• Discussed participant results and advise in health improvement during private post-screening consultations
• Calculated body composition and BMI using the hand held electrical impedance machine or height and weight measurements
• Determined manual blood pressure and heart rate measurements
Allegheny Chesapeake Physical TherapyMedical Secretary, Rehab Aide
Jun. 2010 - Nov. 2010Greater Pittsburgh Area• First point of contact for all patient interaction
• Coordinated professional communication between patients, therapists, aides, front desk staff, and other offices • Created and maintained plan of care documentation
• Verified insurance eligibility and obtained insurance authorizations
YMCA US Steel TowerHealth Fitness Specialist, Program Coordinator, Facility Management Intern
May. 2009 - Jun. 2010Greater Pittsburgh Area• Created and implemented health incentive programs
• Managed prize budgets and facility resources
• Prescribed personal exercise programs and provided individualized participant feedback
• Conducted one-on-one health screenings
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Consultant: influencer/ life coach/ speaker / blogger /activist @ MHM consulting services inc / The well project