e t r c c d t e n v d n Sarabeth yglesias t n e Creative Brand Management n r a e c n e a r d e t r b c d n b n d n a u e a u n r c c r c b a v d b v r r n u b r e u c a e t u v r t n v b r c
v c u b r a n d
r e t n e c d n a r b u c v
Table of contents
MY STORY SO FAR
CREATIVE CREATI VE BR AND MANAGEMENT
WHO I AM & WHAT I’M GOOD AT........................ 4
WALMART INFOGRAPHIC .....................................10
ONE PLACE I’VE LIVED ....... ............. ............ ............. ............. ............ ............ ...... 5
STRONG BRAND B RAND ADV ADVANT ANTAGES AGES ........................... 11
WHAT WHA T LED ME TO THE BRANDCENTER .......... .......... 6
SEA & SK I RE VITALIZED ................... ....................................... ..............................12 ..........12
A PERSONAL PERS ONAL FAILURE ..............................................7
SOCIAL MEDIA ................................................ ....................................................................18 ....................18
THE CBM TRACK ........................................................ 8
CONSUMER & BRAND INTERACTIONS ...................19 CBM ROLE IN ADVERTISIN G .................... ...................................... .................. 20 RESUME...........................................................................21
Before we get started... Thank you for taking the time to review my application! I hope this conveys a bit about who I am and what I will bring to the table as a Creative Brand Manager at the VCU Brandcenter.
I am A constantly curious contradiction. I live to experience different things, be it a new restaurant, an undiscovered musician; a strange game, an uncomfortably odd art gallery. However, I balance that drive to explore with the preference to observe, listen and learn before marching into a situation. I am a collector of patterns, textures, smells, simple recipes and interesting phrases. I am a generalist – I want to know about every topic and person in every walk of life. A third generation Puerto Rican, I carry the genes but not the upbringing. Exploring my roots sparked an interest in Spanish language and cultures, and while I find this doesn’t define me, it absolutely inspires me. Those interests fostered a continued curiosity to learn about other cultures and different types of people.
I do these things well At the intersection of all of these interests I find my strengths. I have a great appreciation for design and challenging the status quo, but with a clear purpose. I utilize my desire to know about everything in my work, wanting to research all avenues and aspects of a business. I appreciate both sides of an argument. I am good with and enjoy working with people. I believe in leading by a positive, yet strong, example. I excel at thinking outside the box and coming up with unique and distinctive solutions.
4
There’s growing up, and there’s becoming you. My family moved to Midlothian, Virginia when I was in first grade. I was the oldest of four kids, and growing up in my family in the town of Midlothian was like being Jake Gyllenhaal circa Bubble Boy. A town with almost unsurpassed public education and a relatively reliable suburban gossip network, why would anyone ever want to leave? I wanted to leave. I wanted out. I couldn’t get far enough away (in my mind, studying marine biology in Hawaii was on the table). And yet, I was terrified to be too far. So, I compromised (in distance) on Elon University in North Carolina. Upon graduating college, I stubbornly stuck around Chapel Hill area for an internship rather than returning home. As that summer came to a close, I found a job… in Richmond. Richmond. Begrudgingly Begrudgingly,, my things were packed and and I returned to my old home with a clock on my inhabitance. And something shifted while I was I here. I moved in with an old high school friend. I rekindled old friendships, nurtured acquaintanceships, created new relationships with mutual friends. I got to know Richmond from the inside. I discovered more of the amazing community of artists, musicians, and ambitious folks here following their passions. Richmond gave me an opportunity to see people forging their own path – at every turn it seems like someone has their own business they started from something bigger. I also discovered I loved feeling an impish grin creep onto my face whenever I answered the question, “What’s your rent?” of my friends in New York and San Francisco. Don’t get me wrong, I know they’re paying for a lifestyle and certain opportunities. But Richmond gave me an opportunity to see some of the different ways you can make waves up close. I am constantly delighted at the incubator of homegrown talent that is Richmond, this place I never wanted to return to.
5
pursuing the brandcenter In high school I saw the film Invisible Children about Joseph Kony and the Lord’s Resistance Army in Uganda. I was so struck by how the story, paired with youthful and rebellious-feeling branding, garnered a following and support for a worthwhile cause. I keep coming back to that film because it sparked the realization that those aspects are just as important as the cause itself. Not only that, but how it can make your cause stand out above the others. All these years later, I was led to the Brandcenter… well, to be frank, from an unsuccessful job search. I felt stuck between potential ho-hum roles and the feeling that my current role couldn’t expand the way I desired. When I attended an information session back in November, the excitement and rightness I felt with the Brandcenter didn’t compare to any potential future role available with my immediate skillset. And it continued to ruminate in my head for the next several months, until I decided to take the plunge on the application. Initially inspired by the dream of joining an agency and surrounding myself with the energy of a faster-paced working environment, in my research about the Brandcenter I also became motivated by the desire to helm and influence a single brand’s identity. I want to kick start a career with killer knowledge and a proven portfolio of how to put together a thorough campaign that surpasses a client’s market goals. My role over the past three years within a mid-size, but national-reaching CPG company afforded me exposure to not only the process of managing our own brands, but seeing what made other brands successful as well. Experiences such as product research and development over several years, only to have the product tabled at the final stages, or an extremely promising concept you believe in that doesn’t have the capital to be realized, are frustrating realities of the business world. I want to help brands, be it through an agency or client side, create thriving businesses driven by strategic products and brand identiti identities. es. I would love at some point in my career to take those experiences and work with non-profits or a brand with a socially-conscious mission, and perhaps one day be part of my own “Invisible Children” branding story.
6
A personal Failure I am a firm believer in the importance of traveling to learn about different cultures, to have new experiences and interact with people different from oneself. I planned to spend half of my junior year year of undergrad undergrad in a Spanish speaking speaking country country with a host family to immerse myself in the language and solidify my language skills. However, this dream semester abroad did not turn out how I’d imagined. My host family was very different than what I had expecred and we didn’t really click. About halfway through the program, I got sick. I started to struggle in my classes, and craved the comforts of home. In the face of those mostly mental challenges, I withdrew. I stopped trying to meet locals and bond with my host family, and spoke English whenever I could. I came away from the program short of my goal for solid language skills. Beyond the frustration with myself for failing my self-imposed milestones, I was disappointed how I acted in the face of a challenge. Challenges provide opportunities for growth, and I was given a great one. I felt I missed a moment when I would have grown personally as well as in my language skills. In the wake of that frustration, I do believe it gave me some clarity and selfawareness. When faced with situations where I feel uncomfortable, I try to see where I can grow from it, and throw myself into the experience. There may be growing pains, but I believe living with that mentality will ultimately leave me with fewer regrets and greater experiences.
7
WHY creative brand management As a creative brand manager, I want to dig into an issue and comprehensively solve business problems in a way that our work isn’t just a bandaid, or a temporary boost in sales. CBMs research and monitor industry trends to keep their clients abreast of the competition and consumer demands in their business’s everchanging landscape. I want to work with agencies like Anomaly, who do more than just make great ads. I want to elevate the brand by working through all aspects of a business’s issue. Working with strategic and creative teams to develop and execute brand plans, I want to help brands in the most holistic way they’ll allow. Establishing their identities to grow their business from the inside out, creating strategies that drive their plans for years to come.
8
CREATIVE BRAND MANAGEMENT ASSIGNMENTS 9
SOURCES: 1. Walmart Shopper Demographics, 2016
2. “Winning Millennials” 3. Ecommerce Company 4. 2 Day Shipping Announcement < http://www.businessinsider.com/walmart-free-two-day-shipping-2017-1> 5. Walmart Moms < https://blog.8thandwalton.com/2015/03/walmart-moms/>
10
Advantages to building a Advantages strong brand 1. Clear mission If all aspects of the business are operating under the same mission, every place your brand interacts with customers will be guided by the same principles. A mission that resonates with your consumers on an emotional or social level will keep them coming back to your brand.
2. Clear identity This bleeds over into all functions of the business such as guidin g future innovations, how your brand reacts to PR issues, and even customer service. A consistent look and feel at every consumer touchpoint will help consumers know who your brand is.
3. Consumer awareness Half the battle is i s getting consumers to notice you’re out there! When consumers know and recognize your brand, chances of purchase greatly improve.
4. Brand recognition Creating a recognizable brand will help distinguish you in the marketplace.
5. Enhance credibility with consumers When consumers know what your brand is all about, they’ll choose you for the wellknown benefits they can expect vs. competitors.
5. Customer & Consumer Consumer loyalty loyalty A cohesive and professional look builds your raport with customers as well. If customers don’t carry your product, consumers can’t purchase it. A strong brand will convert and maintain consumers for repeat purchases or interactions.
6. Easier entry of innov innovations ations into the marketplac marketplace e If your brand has a strong identity and consumer recognition, then i nnovations will be more readily accepted.
7. Word-of-Mouth Promotion Promotions s People who like your brand will tell others about their experience with the brand. Referrals from trusted sources are an excellent source of encouraging trial.
8. Competiti Competitive ve edge in the market As compared to unknown brands or brands without a strong core, building a strong brand gives you recognition and customer loyalty.
9. Enhance credibility with consumers When consumers know what your brand is all about, they’ll choose you for the wellknown benefits they can expect vs. competitors.
10. Retention of Internal Talent Talent Making sure you have (and keep) the best people who know your business greatly contributes to the success and longevity of the brand. 11
SEA & ski revitalized Brand History: Sea & Ski was a popular brand of sun lotion during the 1960s and 1970s. At the height of its popularity, Sea & Ski reached $12 million in sales and was the #2 brand after Coppertone. Somewhere along the way, the Sea & Ski brand became secondary to the other pursuits of the parent company, and marketing for the brand fell to the wayside. After changing hands a series of times, the brand was brought back to life by Robert Bell, and then sold. However, AdAge reported in 2002 the brand was being restored by the Faulding Consumer division of Mayne Nickless Ltd. According to Brandland USA, between 2009 (where they investigate the S&S brand) and 2012, the brand poorly resurfaced as a lip balm. Brandland reported the brand was under license by Navajo Manufacturing during this time. Currently, the Sea & Ski brand has a domain at SeaAnSki.com. The website is being updated (even in the span of a week in May it’s changed!), and has a 2017 copyright from Cross-Brands Manufacturing. However, throughout all my research, other than wavering leadership for the brand, it was hard to pinpoint another factor that led to failure of the brand. In an article via Brandland, there are over 128 comments from consumers touting how much they loved Sea & Ski, the scent, the bottle, the memories they had. This sun screen was provoking such story telling! People remember the Sea & Ski brand and the memories it evokes.
12
Sunscreen Market Analysis Data from Euromonitor forecasts 6.4% growth into 2018 for the global sun care market. Sun care accounts for 2% of worldwide beauty and personal care market, with the market being valued at $454 billion in 2013. However, sunscreen usage amongst consumers remains relatively low at just under 50% for both men and women. Additionally, cosmetics are eroding sun care brand loyalty by adding SPF to makeup and daily moisturizers [1]. Multifunctionality in products, as well as new, more “natural” formulas, are key to competing in the market. A 2013 survey from the Centers for Disease Control and Prevention (CDC) asked participants how often they use sunscreen when outside in the sun for more than an hour. The study found that 14.3% of men and 29.9% of women reported regularly using sunscreen on both their face and other exposed skin. Sunscreen use is particularly low among those with lower incomes, nonHispanic blacks and individuals whose skin is less sensitive to the sun[2]. The sun care market is broken down into several different formats: lotions, sprays, cream, gels, powder, liquid, wipes and colored sunscreen. It can additionally be broken down by SPF segments: 6-14, 15-30, 30-50, 50+, After Sun, Self Tanning. A 2013 survey found that 62% of respondents saw sun protection as essential or a high priority product benefit in skincare products. This was followed by Natural/Organic Ingredients and suitability for sensitive/hypoallergenic skin. Obtaining the best value for money was important for men and women, followed by the product working as advertised, as well as ease of use and application. However, in another survey only 28% of Americans were concerned about sun damage in 2013 [4]. While Private Label brands were leading the market in 2016 with $171.7 million in sales, Coppertone Sport followed with sales of $97.5 million, and Neutrogena Sheer with $93 million. Other top product lines include Banana Boat UltraMist Sport Performance, Banana Boat Sport Performance, Neutrogena Beach Defense, Coppertone, Hawaiian Tropic, and Banana Boat [5].
SWOT ANALYsis Strengths:
- Sea & Ski strong brand name, as evidenced evidenced by consumer research back in 2002 - Blank slate to reposition brand, as there are no associations with Sea & Ski in majority of consumer market Weaknesses:
- Popular brands have been around for a long time, with loyal loyal customers - Younger generations not familiar with Sea & Ski - Market fairly saturated saturated with many different brands brands all touting different combinations of consumer benefits Opportunities
- Sun care market is growing, with 6.4% projected growth for 2018 - Differentiate with removal of chemicals commonly acknowledged as a health risk - With less than 50% of U.S. population regularly using sunscreen, there is an opportunity to educate consumers about the importance Threats
- Larger, Larger, established established brands may also follow suit and change formulations to comply with consumer demands - Many cosmetic brands now also contain SPF - Is it possible to remove chemicals and maintain efficacy of the product
14
Brand Vision & Mission Vision: Safe sun protection for active individuals. Mission: To provide the best skin protection for individuals
spending time in the sun, keeping in mind the overall wellbeing of the consumer. Brand Position
Consumers are becoming more aware about the dangers of sun damage and overexposure to the sun, as well as the chemicals that are found in everyday sunscreens. Sea & Ski will re-launch as the option for the active, wellness-minded individual that is safer than the leading brands, while still delivering excellent, long lasting protection from the sun. What you put on your skin is just as important as what you do in it. Whether you’re riding the waves, enjoying the rays, or barreling down a mountain, you want long lasting protection without worrying about what your skin is absorbing. Goals
- Annual sales of over over $30 million by year year 5, putting Sea & Ski in top ten sunscreen ranking. - Be the sunscreen brand that delivers on full and long lasting sun protection for active individuals without compromising overall wellbeing. - Keeping care at the forefront, forefront, acknowledging new research research about chemicals that cause more harm than they’re worth. - Introduce Sea & Ski as the brand for active individuals individua ls looking for sunscreen products with fewer chemicals. Key Factors
1. Currently Sea & Ski is unknown by younger, younger, more active generations of consumers, and will have to compete with big brands spanning decades of brand loyalty. 2. Brand was once a $12 million brand and well-loved well-loved by users. 3. Scent and packaging were were key key nostalgia triggers for former former customers reminiscing on Sea & Ski. 4. Increasingly, consumers are concerned about chemicals in their products. We want to answer this concern with a “better for your skin” option.
15
Relaunch Strategies & Tactics 1. Differentiat Differentiate e ourselves ourselves in a highly saturated saturated market market
a. As a point of differentiation, Sea & Ski is committed to removing high toxicity chemicals from its proprietary formula. i. Incorporate Sea & Ski Mission on website with interactive educational piece on the importance of sunscreen use. b. Maintain Maintai n a mid-tier price point at the start to encourage trial. 2. Bring Sea & Ski portfolio into the contemporary contemporary sunscreen market
a. Launch with portfolio of varying SPFs (15, 30, 50), positioned for certain outdoor activities b. Launch with lotion, spray spray,, and roll-on formats for the active user c. American Skin Association charity mission i. As a brand, we support the mission of the ASA in researching and preventing Melanoma. Portions of our profits are donated annually to the ASA. 3. Positioning for for the active user
a. Refresh logo - take cues from old look while modernizin modernizing g packaging. Utilize similar color choices where appropriate b. Target Target outdoor outfitters such as REI and Patagonia to market toward active population
16
Relaunch Strategies & Tactics (Cont’d) 4. Gain new brand awareness
a. Create digital presence with updated website and social media b. Utilize digital presence with consumer snapshots campaign 1. Through in-store and digital communication, run campaign encouraging former Sea & Ski lovers to share images of where they used to Sea & Ski, as well as where they Sea & Ski now! First 1,000 submissions will receive a coupon for a free bottle of Sea & Ski. This encourages consumer interaction with our brand as well as ushering in a new generation of Sea & Ski experiences. c. Partner with well-establish well-established ed active brands in different events (snow ski, water ski, beach fun events) for demos to gain consumer trial d. Respond to online requests (on various threads and articles) confirming Sea & Ski is back, directing them to website 5. Make products widely available.
a. Gain placements in large grocery stores, drugstores, sports stores b. Ecommerce Ecommerce for initial launch - there are already consumers looking for the product, we just need to give them an avenue to purchase.
SOURCES: Sunscreen Market Resources. 1. https://www.cosmeticsbusiness.com/news/article_page/Global_sun_care_market_to_rise_64_ by_2018/105908 2.
https://www.aad.org/media/news-releases/study-most-americans-don-t-use-sunscreen
3. http://www.prnewswire.com/news-releases/sun-care-market---global-industry-analysis-sizeshare-growth-trends-and-forecast-2016---2024-300341096.html 4.
http://finalstepmarketing.com/wp-content/uploads/2015/07/Sunscreen-Market-Analysis.pdf
5.
https://www.statista.com/statistics/301160/suntan-lotion-and-oil-brands-sales-in-the-us/
Brand History Resources 6. http://www.encyclopedia.com/social-sciences-and-law/economics-business-and-labor/businessesand-occupations/carter-wallace-inc 7.
http://adage.com/article/news/suntan-lotion-maker-hopes-recapture-golden-years/34077/
8. http:/ http://www /www.brandlandusa.com/2009/ .brandlandusa.com/2009/08/09/ 08/09/whatever-happened-to-s whatever-happened-to-sea-once-the-nations-mostea-once-the-nations-mostpopular-suntan-brand/ 9. http:/ http://businesscasestudies /businesscasestudies.co.uk/ni .co.uk/nivea/ vea/segmentation/ segmentation/consumer-segmentation.html consumer-segmentation.html
17
Social Media: interactions & Influences in daily life Day 1: >> I woke up and checked Snapchat, Instagram and Facebook. I had a few snaps from my sister and a friend who lives in California. >> Throughout the day, I checked each of these apps multiple times. On Instagram, I saw a photo posted by the radio host Elvis Duran, whom I follow follow.. The photo was of an amazing food creation: The Taco Pizza from Tony Baloney’s in New York. York. It is a giant hodge podge of tacos in a circle on pizzas with some sort of mesmerizing sauce in the middle. I shared this photo with my roommate, and, I’ll be honest here, pestered a few of my NYC friends to figure out th e next time I might be able to take a trip to New York York to try this concotion. If you’ve ever taken a look at how the SPCA characterizes their different dog personalities, I’d fall under the category “ highly motivated by food”. >> I have been looking for a new apartment, and about a week ago I commented on a post in the Facebook group “Lindsey’s List” for Richmond. I was the second comment, and subsequently 38 people followed by comment. I thought the apartment was surely gone as I hadn’t heard anything backin over a week. At abou t 4:45pm, I received a message from the po ster ster.. She was available to show the apartment tonight! I immediately messaged back. I had seen a few apartments before this, all at the top of my budget and not quite cutting it. This place I looked at on Tuesday however however,, was PERFECT.. I told the current tenant we’ll take it – she cancelled the o ther showings and we submitted PERFECT our applications for the apartment. Big thanks to technology for facilitating. >> I shared my experience with this list to a teacher friend of mine, who would be looking for summer work. >> I received an email blast for an event in a few weeks at Buskey Cider, Cider, which I plan to attend. Social media influences: I considered a trip to New York, sparked by the taco pizza creation. I make
plans to patronage a local watering hole for an event. Social media interactio interaction: n: Usage of Facebook group to find new apartment and connect with others in a way that facilitates some commerce. Also suggested this to a friend.
Day 2: >> This morning I woke up, and checked the three social media outlets I usually use. I follow a lot of brewery and restaurant accounts, and they were already posting about Cinco de Mayo coming up this weekend. Buskey is having a Mint Julep release on Friday – definitely attending! Goatcado posted on Facebook, and I consider having th at for lunch next week when the food truck graces South Chesterfield. >> I received a notification from The National on Facebook, saying the number of tickets for a concert I’m interested in are low. low. On the news feed I saw some of my friends are attending other various music events in the coming weeks, and I press “interested” in a few of them so I remember they’re coming up. An acoustic Weezer Weezer cover band looks like the h ighlight this week. >> In the afternoon on Instagram I have a lot of friends reposting a photo in ho pes of receiving a free swimsuit. (Yes, (Yes, this was the day Sunny Co Clothing ruined social media.) I find this vaguely annoying. Among these posts are my standard personalized sponsored posts for shoes and clothing. Social media influences: Swimsuit brand encouraging people to share their photo – in my instance it turns me off to the brand. And I’m kind of shocked so many of my peers are sharing the photo! However, Howev er, the other sponsored content for clothing is interesting and influences me to do a little online browsing of their website. Social media interactio interaction: n: With the “low tickets” notification from the music venue in town, this sparks me to go to th eir website and actually purchase tickets.
Day 3: >> I received a notification that one of my friends will not be attending a family friend’s 30th Anniversary party this summer. This gets me thinking about if I will attend, and what I’m doing 4th of July weekend. >> I saw a friend is attending an event and I clicked to check it out. If you can’t tell by now, this is often what my activity on Facebook consists of. >> An ad for a pair of pants and shoes I had been thinking about purchasing consistently showed up
18
in my social media feeds. I’ve been seeing these ads for about two weeks now, now, since I looked at the items on the store’s website. I’m probably going to fold and pu rchase those puppies on a triple points day. Social media influences: Clothing items I’ve looked at on other sites are often my a ds on Facebook. These particular few have been persistent enough that I’m willing to accept their influence and make my purchases.
investigate. These instances Social media interaction: See friends are going to events near by, I’ll often investigate. on a news feed are similar to word of mouth – if your friend is attending it might be worth checking out. Note*: The Goatcado thought I had last week – Got it! And it was every bit as delicious as I imagined, although a bit p ricey ricey.. Will be more of a treat than a regular lunch spot.
How can you experience: nike • See a commercial • Purchase apparel • In-store promotional event drives you you to store • Download a Nike Nike athletic app • Out of store event • Nike-spons Nike-sponsored ored event • Nike playlist playlist on music music streaming service • Calling customer customer service to to discuss returning a product • Perusing Nike website website to look at and compare compare products • Nike Monthly Newsletter Newsletter
Using Nike Products Lacing up your Nike shoes, pulling on that Nike shirt and glancing down to see the little swoosh resting on your heart saying “Just Do It”. Nike gets your adrenaline pumping before you even begin, because of who and what Nike is. Nike outfits athletes, and training like an athlete gives you the stamina, the skill, and the power to crush your goals. When consumers are outfitted in the Nike brand, they assume a new demeanor, a new spirit, and new inspiration. Nike is the catalyst giving consumers to the gear to “Just Do It”.
19
Creative Brand Management Agency Side: Creative Brand Managers acquire roles such as Account Managers and Brand Strategists in the agency world. From working to thoroughly understand a client’s business to deliver the most holistic and well-founded solutions, to the day-to-day management of client needs, they are the liason between the agency and the client. They communicate the client needs to the creative and strategic teams, and manage projects from start to finish. Client Side: On the client side, Creative Brand Managers assume the roles of Brand Managers or Product Managers. They oversee the entire creative process for a brand or product line. They constantly research and analyze their position in the marketplace, where the brands fit, and where there is an opportunity for something new. Additionally, they manage creative projects, promotions, analyze pricing, and mantain budgets. I believe I would excel as a Creative Brand Manager, because I am comfortable communicating with both the leadership/decision makers of a brand on either the agency or client side, as well as communicating with a creative team. I balance strategic thinking and creative thinking daily in my work, My experience working with a mid-size CPG company afforded me opportunities to work with senior leadership, as well as manage projects with our various vendors and creative agencies, in addition to doing some of my own creative and strategic work. And, as someone who wouldn’t necessarily call themselves a graphic designer, I have a great appreciation for masters of Adobe Creative Suite! My desire to champion great work and solve strategic issues, and an understanding that the business is ultimately about the bottom line, puts me in a strong position for becoming a successful Creative Brand Manager. Through the rigorous classes and projects at the Brandcenter, I believe I will graduate with all the tools I need to excel in this type of role.
20
Contact 804-548-5674 [email protected]
Sarabeth Yglesias
3526 Floyd Ave, Apt A Richmond, VA 23221
Experience MARKETING ASSISTANT August 2014 - Present
Education ELON UNIVERSITY Elon, NC B.A. Strategic Communication s Minor: Spanish Class of 2014
STUDY ABROAD Buenos Aires, Argentina Pontifica Universidad Católica Argentina Facultad Latinoamericana de Ciencias Sociales
17 credits in Spanish Fall 2012
Honors Sigma Delta Pi Spanish Honor Society Spring 2012 - 2013
Dean’s List Fall 2013
Presidential Honors Fall 2010 - Spring 2013
Skills Technical Adobe Photoshop Illustrator InDesign Introductory Dreamweaver Microsoft PowerPoint Excel
Language
Campofrio Food Group America • Support long-term marketing plans with development and execution of digital p rograms • Research strategy and development for digital plan • Develop client presentations and marketing materials for Sales • Organize and plan participation in annual trade shows and other events • Manage projects with agency partners in social medi a, trade shows, packaging design and company philanthropic programs
PROJECT DESIGN SPECIALIST May 2014 - August 2014 The AroundCampus Group (formerly University Directories) • Created and designed advertisements • Adjusted advertisements per customer requests • Formated individual publication layouts and covers • Managed book deadlines, proofed books prior to publication
PUBLISHING ASSISTANT May 2013 - September 2013 University Directories • Responsible for organizing and managing workflow of the production dept. • Copy edited advertisements for grammar and accuracy • Organized and assigned contracts for design • Managed deadlines, proof all listings and advertisements
PRODUCTION/CONTENT DIRECTOR Fall 2013 Price Chopper Local Campaign • Proposed campaign to increase buying of local products by current PC shoppers • Researched and developed campaign tactics • Designed creative components of campaign along with Creative Director • Pitched proposal to senior executiv executive e
DESIGNER Spring 2012, 2013 Creative Resolutions • Student – run agency agency.. Designed posters and promotional materials for departments and organizations on campus.
SHOW HOST January 2011 - December 2013 WSOE 89.3 Elon University • Student–run radio station • Created music line-up for weekly weekly,, hour-long show • Developed topics for weekly discussion • Created promo for automated radio station promotion of show
Spanish, working competency
21
t r c e c c d v n e c v d n t r e d n r a c n e n e a r d e t t a r b c n n r b n e d a u b e c n u r c c d u b a c v d n c r v r n u b v a r e c a r r e t u v r b t n e b r c