Experience

KEENFOLKS

• Spain
• Technology, Information and Media
• 1 - 100 Employee

• Business Unit Director

  • Jun 2023 - 7 months

  United States Keenfolks is an IntegrativeAI agency connecting business and tech. Founded in 2018, wholly independent, with offices in New York, London, Barcelona, and Mexico City. Clients include MSD, Kellogg's, Coca-Cola, Diageo, FEMSA, Danone, Nestle, Kellogg's, Johnson & Johnson, Reckitt, Mars, Westminster Abbey, and others.



Amoros Group Marketing & Communications

• United States
• Marketing Services

• Chief Marketing Architect

  • May 2015 - Jul 2023

  Paris, Île-de-France, France Nike and Converse EMEA - Amsterdam ■ Provided consultative services for agency management and agency search of omnichannel shops specializing in influencer and digital engagement. Advice in community management, digital media planning and buying, and digital production helped the client achieve great results. Reckitt Benckiser - New York ■ Optimized agency structure, staffing, and fees for French’s Mustard and Frank’s Hot Sauce to better implement shopper marketing strategies in… Show more Nike and Converse EMEA - Amsterdam ■ Provided consultative services for agency management and agency search of omnichannel shops specializing in influencer and digital engagement. Advice in community management, digital media planning and buying, and digital production helped the client achieve great results. Reckitt Benckiser - New York ■ Optimized agency structure, staffing, and fees for French’s Mustard and Frank’s Hot Sauce to better implement shopper marketing strategies in the digital age Baboosha Paris, apparel and footwear brand - Paris, France ■ Launched global luxury lifestyle and fashion brand from ideation to activation ■ Developed media plan, business strategy and brand platform ■ Grew ecommerce D2C sales to 31 countries ■ Responsible for brand and performance marketing ROAS/ROI, set KPI’s, data and measurement ■ Lead publicity strategy and execution ■ Negotiate and execute editorial collaborations ■ Business case study showcased in Alex Bogusky’s podcast The woodshed ‘How to build a modern brand’ Parallele Shoes - Paris, France ■ Led digital transformation of Parallele brand into ecommerce with performance marketing at the core ■ Developed creative activation and paid ads strategy ■ Increased sales by more than 100% YoY in the first month of the online campaign Premier Assurance Group, Redefining global healthcare - Miami ■ Tasked with evaluating the current brand structure, audit marketing assets and strategies, conducted consumer segmentation research (User personas) ultimately to create and build a global brand that will win the trust of consumers, producers/brokers, investors, and build shareholder wealth ■ Created new brand architecture, and new strategic brand platform (Our insurance products help people live flourishing lives) ■ Produced a new website and launched paid ads campaigns to sell international health insurance policies targeting expatriate Show less



Antonio & Paris

• United States
• Advertising Services
• 1 - 100 Employee

• Chief Growth Officer

  • 2018 - 2018

  San Francisco Bay Area Rebranded a San Francisco based brand strategy and design agency into a new shop called Antonio + Paris. Developed their business development framework to create a new brand agency model. ■ Rebranded the Kraft Agency into a next-generation brand agency and increased perceived value of the business for clients and investors ■ Defined a differentiated brand position for the agency service offering and a clear brand architecture for all products and services ■ Author of brand book… Show more Rebranded a San Francisco based brand strategy and design agency into a new shop called Antonio + Paris. Developed their business development framework to create a new brand agency model. ■ Rebranded the Kraft Agency into a next-generation brand agency and increased perceived value of the business for clients and investors ■ Defined a differentiated brand position for the agency service offering and a clear brand architecture for all products and services ■ Author of brand book and visual identity guidelines ■ Increased global brand awareness Show less



Creata

• United States
• Advertising Services
• 100 - 200 Employee

• Vice President Digital & General Manager – Europe

  • Jan 2014 - May 2015

  London, United Kingdom The best kept secret in the marketing world is Creata, a global activation company. We make the Happy Meal Toy and run the Monopoly promotions worldwide for McDonald's. McDonald’s Europe ■ Managed European operations including digital initiatives, staff, P&L, business development, team building, and setting the vision and mission for Creata Europe ■ Moderated team-building workshops for all European Creata staff in London and in Munich to craft the roadmap for Creata Europe ■… Show more The best kept secret in the marketing world is Creata, a global activation company. We make the Happy Meal Toy and run the Monopoly promotions worldwide for McDonald's. McDonald’s Europe ■ Managed European operations including digital initiatives, staff, P&L, business development, team building, and setting the vision and mission for Creata Europe ■ Moderated team-building workshops for all European Creata staff in London and in Munich to craft the roadmap for Creata Europe ■ Responsible for the McDonald’s Family Business including strategy, creative, promotions, licensing partnerships, calendar planning, and production for the Happy Meal toy. In Europe alone, McDonald’s sold 1.15M Happy Meals every day. ■ My client counterpart was the CMO for McDonald’s Europe ■ Managed over 30 people across offices in Munich, London, Stockholm, Frankfurt, and Paris ■ Global annual billings of $500 million dollars ■ Developed strategy for McDonald’s Europe 'Happy Studio' digital platform in 40 countries/30+ languages Show less



Starcom

• United States
• Advertising Services
• 700 & Above Employee

• Strategy Consultant

  • 2013 - 2013

  Paris Area, France Spearheaded this project for Starcom as organic growth business development lead for the Coca-Cola business. ■ Developed strategic and digital activation recommendations to increase and track closed-loop sales from site exposure to in-store purchase as an organic growth initiative for the Coca-Cola brands portfolio



FullSIX Groupe

• France
• Advertising Services
• 1 - 100 Employee

• Global Director Growth, Anheuser-Busch InBev’s (AB InBev)

  • 2011 - 2013

  Paris Area, France At the time, Fullsix Group had over 1,000 employees with 20 offices in 11 countries including the US, UK, Spain, Russia, China, Italy, Germany, Portugal, Poland, Brazil and France. ■ Architecture of marketing strategy for Anheuser-Busch flagship beers Budweiser, Stella Artois, and Becks ■ Development of websites and mobile apps, search strategy and optimization (SEO), social media management, CRM strategy, digital marketing consultancy, analysis and analytics and global partnerships



Young & Rubicam Group

• Advertising Services
• 300 - 400 Employee

• Account Supervisor at Y&R and Wunderman

  • 2007 - 2010

  Miami, Florida AT&T Mobility ■ Lead the AT&T Mobility account through Cingular rebrand with a marketing budget of $1.2 billion dollars ■ Spearheaded qualitative research in search of merger brand strategy insights for AT&T’s brand transitioning creative campaign from Cingular wireless ■ Produced brand transitioning creative that tripled unaided brand awareness ■ Managed 6 person account team, $5M annual agency fee retainer, produced marketing content to fulfill $120M media ad buy each year… Show more AT&T Mobility ■ Lead the AT&T Mobility account through Cingular rebrand with a marketing budget of $1.2 billion dollars ■ Spearheaded qualitative research in search of merger brand strategy insights for AT&T’s brand transitioning creative campaign from Cingular wireless ■ Produced brand transitioning creative that tripled unaided brand awareness ■ Managed 6 person account team, $5M annual agency fee retainer, produced marketing content to fulfill $120M media ad buy each year, developed agency scope of work complete with FTE’s ■ Developed and activated fully integrated and overarching marketing strategy ■ Interpret analytical data and competitive creative to developed local market retail strategies that complemented the national marketing plan ■ Enhanced entertainment strategy by implementing mobile content and celebrity use tactics ■ Produced videos, ringtones, voice and answer tones for mobile. Negotiated over scale celebrity talent, synchronization and master recording rights, video footage and other licensing contracts. Boehringer Ingelheim ■ Developed the 2009 Hispanic Market digital strategy for Flomax prior to ending patent protection Diageo’s Duty Free Portfolio – Global Travel & Middle East Division, Americas Region ■ Managed duty-free retail business for Diageo’s portfolio of premium spirits brands in Canada, US, Caribbean and LatAm regions. Single point of contact approach delivered brilliant creative, the right speed to market and production efficiencies. ■ Delivered exceptional category and business performance across all segments of the duty free channel – Airport shops, on cruise ships, on airlines and in border stores ■ Created irresistible shopping experiences in concourse activations ■ Produced in-store retail promotion campaigns and data capture initiatives ■ Developed duty free category creative campaign to drive footfall into airport stores ■ Developed and tested on-board promotions for cruise ship strategy Show less



Crispin Porter + Bogusky

• United States
• Advertising Services
• 200 - 300 Employee

• Content Manager

  • 2006 - 2007

  Miami, Florida Volkswagen of America ■ Launched First Act promotion which included an electric guitar with vehicle purchase ■ Formed partnership with Amazon.com to brand shipping air bladders with VW Safe Happens messaging ■ On the field, developed regional advertising solutions for dealer groups throughout the East Coast ■ Partnered with radio stations to activate promotions, at local events, throughout the country ■ Produced digital content which contributed to being selected as Interactive… Show more Volkswagen of America ■ Launched First Act promotion which included an electric guitar with vehicle purchase ■ Formed partnership with Amazon.com to brand shipping air bladders with VW Safe Happens messaging ■ On the field, developed regional advertising solutions for dealer groups throughout the East Coast ■ Partnered with radio stations to activate promotions, at local events, throughout the country ■ Produced digital content which contributed to being selected as Interactive Agency of the Year at the Cannes Lions International Advertising Awards 2007 ■ Implement labor efficient and cost saving practices for editing broadcast productions KNOW HIV/AIDS PSA Campaign, a Viacom/CBS initiative Funded by the office of the Chairman at Viacom/CBS and The Kaiser Family Foundation ■ Promoted prevention and testing of HIV/AIDS among higher-risk populations ■ Conceived and produced interactive billboards that solicited real-time consumer engagement. Via SMS, consumers instantly accessed the CDC website for testing center locations nearby. BlueCross BlueShield of Minnesota ■ Managed $12 Million annual production budget for “do campaign”, a social branding initiative which encourages Minnesotans to improve their health by incorporating physical activity into their daily routine ■ Campaign achieved 86% awareness in select Minnesota markets ■ Accomplished 67% behavior change of Minnesotans, in select markets, who now incorporate physical activity into their daily routine three times a day Show less



Bromley Communications

• United States
• Advertising Services
• 1 - 100 Employee

• Sr. Account Executive (A Publicis Groupe Company)

  • 2004 - 2006

  Miami, Florida Developed and managed direct marketing programs for Long Distance, Bundles, Broadband, Landline products and services for Consumer and B2B within the U.S. Hispanic marketplace. AT&T ■ Developed customer acquisition and retention strategies leveraging first and third-party data ■ Launched most successful high-speed Internet campaign to date (Consumer) ■ Achieved 18% sales increase for high-speed Internet service in twelve-month period (Consumer) ■ Created the most successful… Show more Developed and managed direct marketing programs for Long Distance, Bundles, Broadband, Landline products and services for Consumer and B2B within the U.S. Hispanic marketplace. AT&T ■ Developed customer acquisition and retention strategies leveraging first and third-party data ■ Launched most successful high-speed Internet campaign to date (Consumer) ■ Achieved 18% sales increase for high-speed Internet service in twelve-month period (Consumer) ■ Created the most successful direct response campaign for International Long-Distance Plans (B2B) ■ Interpreted quarterly result metrics into lessons learned report. Presented findings and recommendations to AT&T senior management and partner agencies. ■ Developed a CRM retention program targeting the multicultural consumer. Program exceeded acquisition and reacquisition goals for the client and generated $1.4 Million incremental agency revenue. ■ Collaborated with media and other agency partners to activate creative campaigns ■ Negotiated celebrity talent sponsorships and campaigns Show less