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Work Background
Self-employedBrand Consultant
Mar. 2025With B2B and B2C expertise, I provide integrated brand, marketing, and digital consulting services for global and national brands. I deliver business results for my clients through brand strategy and execution, growth marketing, product management and marketing, market and consumer research and analytics, customer experience, and sales strategy and enablement.
VanguardHead of Strategy and Operational Excellence - Distribution Enablement
Jan. 2023 - Feb. 2025Malvern, Pennsylvania, United StatesSpearheaded the long-term strategy and transformation of Distribution Enablement from a support function into a revenue growth unit. Partnered with Marketing to align external marcomms and internal sales training and communications. --> Increased sales productivity by 15% by optimizing go-to-market (GTM) strategy and execution, training and development, content management, CRM, and data analytics. Led the sales strategy team of internal consultants who partnered with sales leadership to drive sales maturity, revenue growth, and client success. Co-led account-based marketing efforts with account strategies and sales campaigns; developed a pipeline management system to track the health of the retirement business and inform sales strategy.
VanguardHead of Audience Marketing - Institutional Investment Group
Jan. 2019 - Dec. 2023Malvern, Pennsylvania, United StatesDrove the marketing function transformation, built a 50-member B2B marketing team, and managed a $15 million budget while leading institutional division growth and brand marketing functions, including content strategy, communications, retention, acquisition, research, positioning, and event marketing. --> Influenced an $80 billion increase in AUM through acquisition and retention wins.
--> Doubled unaided brand awareness from 20% to 42% as measured by a brand tracker study. Established the new organizational structure, functions, and capabilities to drive customer growth and brand awareness for IIG via multichannel activation (website, social media, paid campaigns, and client experiences/events). --> Increased brand awareness and consideration by 10% as measured by the same brand tracker study mentioned above. Spearheaded the long-term brand strategy to drive revenue growth by increasing the understanding of Vanguard’s position and differentiation in the retirement space with a focus on financial wellbeing and participant outcomes. Developed account-based marketing strategies targeting plan sponsors and consultant segments with custom messages for customer acquisition, relationship-building, and overall business growth. Established a lead generation and management discipline that was integrated into the CRM system (converted from Seismic to Microsoft Dynamics) to grow the sales pipeline and improve conversion rates.
VanguardHead of Brand and Product Marketing - Financial Advisor Services
Jan. 2018 - Dec. 2019Malvern, Pennsylvania, United StatesLaunched "How Radical," the first enterprise-level brand campaign to shift perceptions and build brand preference and market share for Vanguard across all business lines, including third-party advisors. --> Lifted brand favorability by 15%. Authored the brand business case and measurement plan to increase consideration, loyalty, and market share growth for Financial Advisors Services (FAS). Constructed the value proposition for the FAS business to position Vanguard as a differentiated partner to advisors. Developed the annual marketing plan, including the product priorities, messaging, and channel strategy, and aligned marketing resources to achieve business goals across key audiences. Led the FAS content strategy to align product, thought leadership, advertising, and event initiatives to increase advisors’ brand preference, product adoption, and revenue.
ComcastExecutive Director, B2B Brand Strategy & Marketing - Comcast Business
Jan. 2016 - Dec. 2017Greater Philadelphia AreaManaged the research agenda and leveraged audience insights to develop the brand strategy, set segment goals, and inform marketing programs that led to differentiation and preference for Comcast Business in the marketplace.
--> Secured $75 million+ in contractual agreements with new Comcast Business clients. Established the new brand architecture for Comcast Business, including brand guidelines, visual identity, naming, and voice across all new products and audience segments. Led the marketing strategy and authored and managed the B2B marketing plan, including direct marketing strategies to all audiences throughout the sales and marketing organization spanning headquarters and 3 divisions. Directed the development and execution of all B2B marketing communications across internal (sales) and external audience segments (small business, mid-market, and enterprise). Managed the $75 million budget for marcomm and general, direct, media, digital, and PR agency relationships. --> Reduced costs by redefining agencies' annual SOWs, resources, contractual agreements, and reconciliations. Oversaw the execution and delivery of all Above the Line tactics (TV, print, radio, and out-of-home), collateral, direct marketing tactics, and digital content.
ComcastSenior Director B2C, Xfinity Brand Strategy and Insights
Jan. 2015 - Dec. 2016Greater PhiladelphiaSpearheaded repositioning of the Xfinity brand to deliver meaningful experiences across all touchpoints and be truly differentiated in an increasingly competitive environment.
--> Lifted Xfinity’s brand ranking from #68 to #19 among US national brands (BrandZ Top 100 Most Valuable Brands). Led development and implementation of the long-range brand plan, including brand purpose, identity, and voice across the sales and marketing organization. Drove the shift to a consumer-centric organization, leading with consumer understanding to anchor and impact all marketing functions and communications. Built and managed a centralized consumer intelligence discipline integral to all aspects of marketing, including tools for tracking brand impact, business performance, and cost efficiencies. Implemented customer segmentation analytics and predictive modeling to design GTM strategies for building meaningful connections with residential consumers.
Consumer Insights, Growth segments, Brand Planning
ComcastSenior Director, Xfinity Marketing Strategy
Jan. 2014 - Dec. 2015Greater PhiladelphiaDesigned and championed development of Comcast’s first life stage-based segmentation, driving the shift to a consumer-centric marketing approach. Led primary research to gain consumer insights that boosted product launches, positioning, and marketing tactics. Developed personas, leveraged consistently across all sales channels for acquisition and upgrade, and formulated plans to expand customer relationships and revenue based on products, gaps, and life stages. Built strategic marketing plans to achieve regional/divisional goals related to new product and feature launches, including product positioning, packaging construct, marketing tactics, and brand story for consumer segments. Pioneered development and implementation of the multicultural marketing plan to achieve market share, penetration, and revenue goals by focusing on consumer segmentation, competitive advantage, and differentiation. Collaborated with Sales, Product Management, and Design to develop scalable GTM plans.
d exposito & PartnersPartner, Chief Strategy Officer
Mar. 2012 - May. 2014New York, New York, United StatesEstablished the agency’s vision, mission, and purpose and defined the research and planning agenda for all existing clients, including McDonald’s, ConAgra Foods, and AARP.
--> Increased 2014 client investments by 200% and agency fees by $30 million by spearheading organic growth efforts. Developed the overall approach, criteria, and strategies for all prospective new business from new and existing clients; led the business development strategy and annual revenue goals; and spearheaded and supervised all strategic planning and research (qualitative and quantitative). Designed and oversaw all research and measurement initiatives to track existing and prospective clients' success. Owned consumer intelligence in all categories, including QSR, CPG, and government.
MDEM Brand ConsultingPrincipal | Brand Consultant
Jan. 2009 - Dec. 2012Greater Chicago AreaConsulted and facilitated consumer understanding, strategic insights, and communication planning for clients of national and local advertising agencies across multiple categories and global brands. Clients included Leo Burnett, The Wine Group, General Mills, McDonald's, Kellogg, Allstate, and Coca-Cola.
--> Several agency clients acquired new accounts by leveraging MDEM thought leadership, consumer trend analyses, and positioning platforms. Led quantitative and qualitative research and delivered insights that informed brand strategy and creative. Specialized in understanding multicultural consumers as well as women, young adults, and mom segments. Developed marketing strategies for new product launches targeting multicultural consumers. Developed integrated marketing campaigns for QSR, CPG, wine & spirits, beverages, education, and travel. Created through-the-line contact strategies, including traditional advertising, digital, CRM, events, and social media.
The Marketing StoreVP, Brand Planning and Strategy
Jan. 2006 - Dec. 2009Oakbrook Terrace, Illinois, United StatesLed all multicultural planning and strategy, including Hispanic, African American, and Asian consumer segments for McDonald's and Coca-Cola’s promotional efforts. Secured new business from major accounts by developing proprietary tools to produce targeted strategies.
--> Won Coca-Cola’s multicultural promotional marketing business.
--> Selected to develop McDonald's dedicated African-American website. Spearheaded brand repositioning of DeVry University, including consumer research, segmentation, redefinition of its competitive set, and development of the new brand. Designed research studies to develop consumer profiles of players and non-players of McDonald's Monopoly promotion, gained unique insights, and delivered recommendations to grow the player base. Directed strategies for new business pitches to obtain new clients, including Coca-Cola (My Coke Rewards), DeVry University, La Chona and Playero Mexican cheese brands, Shell Oil Company, and Transitions Eyewear.
McDonald's CorporationMarketing Manager
Jan. 2005 - Dec. 2006Tampa, Florida, United StatesLed marketing for the Florida region, including management and regional sales efforts for 30 owner-operators. --> Increased regional restaurant sales by 5%. Directed regional public relations, marcomm, and advertising for general market and ethnic segments. Pioneered all multicultural efforts in the region, such as educating advertising agencies and identifying opportunities for Hispanic creative, targeted media channels, and event sponsorships. Leveraged national efforts in the region; identified local opportunities to reach sales, transactions, and product goals. Led the evolution of the Dollar Menu to include mid-tier pricing and directed marketing efforts for the test market, including menu design, product offering, pricing, positioning, advertising, and merchandising.
OrciAccount Strategy & Planning
Jan. 2003 - Dec. 2005Chicago, Illinois, United StatesLed account strategy and planning for Allstate's US Hispanic initiatives, including creative strategy for the Así Piensa Allstate campaign.
--> Won an Effie Award for this campaign in 2004. Identified gaps in general market communications for the US Hispanic audience and developed distinct strategies to uniquely leverage market insights.
DDBAccount Strategy | Account Management
Jan. 1999 - Dec. 2003Chicago, Illinois, United StatesLed the B2C customer acquisition strategy for Allstate and developed an integrated marketing campaign using traditional and non-traditional media and collateral materials. --> Increased new customers by 25%. Developed McDonald’s Corporation’s strategic plan and rationale for the US Hispanic market. --> Won an Effie Award for McDonald’s "Platonic love" commercial in 2003.
--> Led development and implementation of LoMaximo.com, McDonald’s Corporation's first bilingual (Spanish/English) website targeting US Hispanics. --> Created communication strategies for brand and promotional advertising, including McDonald's new product launches for Premium Salads, McGriddles, and seasonal products. Pioneered implementation of national advertising for State Farm, Royal Caribbean, and Florida Anti-Tobacco. Led new business efforts for the Chicago office.
--> Acquired the Bally Total Fitness account.
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