Leo Burnett USA, Chicago — VP, Regional Creative Director
March 2021 - Present
Regional creative lead for key accounts in LATAM and USA
- Create campaign concepts and develop brand voice
- Produce and oversee excecutions for the US and Latin America
Clients: Nestlé Purina, Dog Chow, Beneful, ProPlan, Bridgestone, Firestone, Bandag, Kellogg's
January 2016 - March 2021
Create integrated global campaigns for B2C/B2B, including broadcast (T.V., radio), off-line (print, OOH, experiential), and digital (organic/paid social, GDN, landing pages, blog posts, Email, Push/SMS, and In-App microcopy) in both English and Spanish
- Create campaign concepts and develop brand voice
- Partner with marketing executives, brand, demand generation, and CRM teams to create Performance Marketing content and advertising
- Manage and develop talent and processes that result in world-class creative work
- Work with product development and product design teams to highlight end-user benefits
- Work with project managers (or PM tools) to provide job assignment/scope and workload balancing of the department, ensuring day-to-day executions are on time, budget, and strategy
Clients: Catapult/Epsilon, CMN, CMR, Conill-Saatchi, CSSI Marketing, Critical Mass, DDB-We Are Unlimited, Havas, HighDive, Hitch Marketing, Leo Burnett, Pangea Money Transfer, Paco Collective, Fluent-360, Firma Barcelona, V&VS, Walton-Isaacson
Commonground/MGS, Chicago — Creative Director
August 2013 - December 2015
Creative Lead for key agency accounts and new business
- Develop Multicultural creative concepts and supervise content creation for broadcast, digital, social media, shopper, BTL and experiential activations
- Partner with the Planning & Research team to create creatively sound strategies
- Manage workflow of a team of 11 copywriters, art directors, graphic designers
Clients: American Family Insurance, BMO-Harris Bank, Illinois Lottery, Miller-Coors, PrimaLoft
Leo Burnett USA, Chicago — Creative Director
March 1999 - April 2013
Concept integrated Total Market campaigns
- Develop creative concepts, write and supervise advertising/content copy for broadcast media, digital, social, print, OOH, and BTL
- Partner with Account Director and Planning Director to devise media-agnostic strategies
- Participate in new business pitches
- Manage a team of three art directors and two copywriters
Clients: Buick, Chobani, Coca-Cola, Disney, GMC, Hanes, H&R Block, Jack Daniel’s, Kellogg’s, Mazola, Oldsmobile, Phillip Morris, Pontiac, Procter & Gamble, Toys-R-Us, Tecate Beer, Beck’s Beer, Wrigley’s gum, Chase/Bank One, U.S. Cellular, Bush’s Beans, Allstate, Chicago Latino Film Festival
Leo Burnett Madrid, Madrid — Associate Creative Director
October 2005 - December 2005
Selected to be part of the Leo Burnett Worldwide Swap program
- Work on local Spanish accounts and new business pitches
Clients: Spanish Red Cross, Fiat, and Flex Mattresses
SJG, Chicago — Sr. Copywriter
March 1998 - February 1999
Create & produce campaigns for the Hispanic market in the U.S.
- Supervise T.V. & Radio production process
- Provide English-to-Spanish adaptations
- Proofread (Spanish) creative
Clients: Allstate Insurance Company, American Cancer Society, Ameritech, ATA (American Trans Air), Commonwealth Edison, Dominick’s Finer Foods, Magnum Insurance, Pleasant Company, Prevent Child Abuse-Illinois, Heftel Broadcasting Corp. (WIND, WOJO, WLXX)
McCann, Caracas — Copywriter
January 1996 - February 1998
Copywriting support for traditional media (T.V. radio, OOH, and print)
Clients: Alianza para una Venezuela Sin Drogas, Bacardi, CANTV, General Motors-Chevrolet, Gillette, Hewlett Packard, Johnson & Johnson, Wyeth Labs, Multinacional de Seguros, Nabisco (Del Monte), Nestlé Purina (Perrarina), Parker Pens, Paveca (Papeles Venezolanos C.A.), Reckitt & Colman, Savoy Brands International, Unilever Andina
Education
Hyper Island — Social Media Marketing Certification
IUNP (Instituto Universitario de Nuevas Profesiones), Caracas — B.A. Advertising and Marketing
Languages
Spanish: Native/Bilingual proficiency
Accolades:
1 Gold Diente (Argentina)
1 Silver W3 Web Awards
1 TV Gold MOBIUS
1 Silver Addy / 1 Bronze Addy
1 Silver EFFIE / 1 Bronze EFFIE
2 TV Bronze AHAA Creative Advertising Awards
2 Gold Leo's
1 TV Honorable Mention AHAA Creative Advertising Awards
1 Print Best Of Show AHAA Creative Advertising Awards
1 Print Best Of Show Se Habla Español Awards
1 FIAP Radio Finalist
C.C. NSYC FIAP Winner
C.C. NSYC Cannes Winner