Israel García - Digital Media Director, Serotina Media

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Work Background

Serotina Media Inc.Strategy Director

Jul. 2021Greater Toronto Area, CanadaCurrently leading and overseeing corporate-wide strategic planning, content development, social campaign ideation, and the agency’s strategic approach on new business pitches.

Serotina Media Inc.Sr Strategy Manager

Aug. 2018 - Jul. 2021Toronto, Canada AreaManaged the building and delivery of strategic digital marketing plans, while leading a team of strategists and social media managers to ensure the development of digital strategies, social content production and paid media planning for key client partnerships

Informa MarketsBrand Manager | FanExpo

Jul. 2018 - Aug. 2019Toronto, Canada AreaIn charge of the corporate-wide brand initiatives and year-round content strategy for all shows under the Fan Expo Canada and USA divisions including seasonal campaigns, annual planning, branded partnerships, and social media marketing.

The University of British ColumbiaCommunications Strategist

Oct. 2016 - May. 2018Vancouver, Canada AreaDevelopmental Change & Technology Lab | Faculty of Education Projects included brand development, brand ambassadors strategy, paid media planning, research content adaptation for social channels, and reporting.

DSA MediaDigital Strategist

Sep. 2016 - Feb. 2017Vancouver, British Columbia, CanadaDuties included paid media planning, social ads management, daily campaign monitoring, and tracking analytics for different clients across Western and Central Canada such as the Workers Compensation Board of Saskatchewan, B.C. Autism Support Network, Affinity Credit Union, Granville Island Brewing, Saskatchewan School Board Association, etc.

NestléDigital Manager | Cereals

Sep. 2015 - Sep. 2016Mexico City Area, MexicoResponsible for the 2015-16 regional marketing strategy and its efficient execution including eCommerce strategy, media advertising budget, and social media management for the CPW core brand portfolio: Fitness, Cheerios, Nesquik, Corn Flakes, and Lucky Charms. • Master Challenge Award winner team - Fitness 2016 #Each1teach1 campaign.

RBRegional Brand Manager - Digital

Apr. 2015 - Sep. 2015Mexico City Area, MexicoDevelopment of the digital content plan and paid media strategy for the Enfagrow and Enfamil brands, including omni-channel strategy, CRM customer acquisition program, annual paid media planning, and content optimization for the six countries comprising the Latin America region. • Creation of the Social Media content Toolkit guide for the Enfamil and Enfagrow brands • Producer of the community manager’s training program for the LatAm region

PepsiCoDigital Marketing Manager

Sep. 2013 - Oct. 2015Mexico City Area, MexicoIn charge of the social media content production team for over 18+ brands including Quaker, Doritos, Lays, Cheetos, Ruffles, and the confectionery portfolio. Coordination of paid media planning, influencer marketing, and managing internal stakeholders and agency partners in order to execute seasonal events, promos, and year-round campaigns. •Co-creator of the PepsiCo Foods Digital hub where all social media content, community management, and digital media is now created and executed. •Annual production of over 5,000 social media content pieces, 50+ digital promotions, 40+display campaigns, and a social media intelligence program. • Millward Brown’s Award Top Community Management 2015 - Biscuits & Confectionery • IAB Award - Best Digital Campaign 2014 - Doritos • Millward Brown’s Award Top Fan Pages 2014 - Biscuits

DiageoMarketing Coordinator | Innovation

Oct. 2012 - Sep. 2013Toronto, Canada AreaWorked in best-in-class innovation projects for Smirnoff, Baileys, Guinness, Captain Morgan, and Tanqueray new launches and seasonal SKUs. Assisted with the development of commercial sales tools, category performance analysis and media budget management. • Co-Creation and development of the Smirnoff Ice Ready-to-drink brand book 2013, which was replicated across Canada as a Best in class project.

PepsiCoDigital Analytics Coordinator (Co-Op) | Frito Lay

Mar. 2012 - Sep. 2012Toronto, Canada AreaGraduation Project that consisted on creating the Social Media Trend Analysis for the savoury (Frito Lay) business unit. Deliverables included weekly analytics reports, agency partners evaluation plan, and a social media competitors report.

Genomma LabMarketing Coordinator - TV Production

Jun. 2010 - Jun. 2011Mexico City Area, MexicoPart of the production team in charge of developing scripts and copy for the OTC brands’ TV commercials (skincare, eye care, weight loss, haircare, pain relievers, etc.). Marketing duties included monitoring weekly sales, TV ratings, and coordinating focus groups.