Alex Orellana
Account Director at Rabinovici + Associates- Claim this Profile
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English Native or bilingual proficiency
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Spanish Native or bilingual proficiency
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Bio
Alida Lechter
I have worked with Alex on multiple occasions over the past 10 years. She has a deep knowledge of the market and the consumer, and is open to finding new ways to approach the challenges. Our working relationship has been very rewarding, communication is excellent and her ability to identify insights and transform them into strategy is admirable. Her leadership has been evident throughout the projects in which we collaborated, and the work atmosphere has always been positive.
Alfredo Pedroso
I've known Alex for nearly 15 years and can attest to her prodigious intelligence and keen ability to navigate the complexities of the modern client-agency relationship. She's an outstanding partner both internally and to external stakeholders. Alex has great insights and a sharp eye for detail. She is really great at championing ideas as well as nurturing them from concept to execution. A leader, a friend and a savvy negotiator. Truly a great pro and a great asset for any company.
Alida Lechter
I have worked with Alex on multiple occasions over the past 10 years. She has a deep knowledge of the market and the consumer, and is open to finding new ways to approach the challenges. Our working relationship has been very rewarding, communication is excellent and her ability to identify insights and transform them into strategy is admirable. Her leadership has been evident throughout the projects in which we collaborated, and the work atmosphere has always been positive.
Alfredo Pedroso
I've known Alex for nearly 15 years and can attest to her prodigious intelligence and keen ability to navigate the complexities of the modern client-agency relationship. She's an outstanding partner both internally and to external stakeholders. Alex has great insights and a sharp eye for detail. She is really great at championing ideas as well as nurturing them from concept to execution. A leader, a friend and a savvy negotiator. Truly a great pro and a great asset for any company.
Alida Lechter
I have worked with Alex on multiple occasions over the past 10 years. She has a deep knowledge of the market and the consumer, and is open to finding new ways to approach the challenges. Our working relationship has been very rewarding, communication is excellent and her ability to identify insights and transform them into strategy is admirable. Her leadership has been evident throughout the projects in which we collaborated, and the work atmosphere has always been positive.
Alfredo Pedroso
I've known Alex for nearly 15 years and can attest to her prodigious intelligence and keen ability to navigate the complexities of the modern client-agency relationship. She's an outstanding partner both internally and to external stakeholders. Alex has great insights and a sharp eye for detail. She is really great at championing ideas as well as nurturing them from concept to execution. A leader, a friend and a savvy negotiator. Truly a great pro and a great asset for any company.
Alida Lechter
I have worked with Alex on multiple occasions over the past 10 years. She has a deep knowledge of the market and the consumer, and is open to finding new ways to approach the challenges. Our working relationship has been very rewarding, communication is excellent and her ability to identify insights and transform them into strategy is admirable. Her leadership has been evident throughout the projects in which we collaborated, and the work atmosphere has always been positive.
Alfredo Pedroso
I've known Alex for nearly 15 years and can attest to her prodigious intelligence and keen ability to navigate the complexities of the modern client-agency relationship. She's an outstanding partner both internally and to external stakeholders. Alex has great insights and a sharp eye for detail. She is really great at championing ideas as well as nurturing them from concept to execution. A leader, a friend and a savvy negotiator. Truly a great pro and a great asset for any company.
Experience
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RAB2B | Rabinovici + Associates
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United States
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Advertising Services
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100 - 200 Employee
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Account Director
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Jan 2022 - Present
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Sr. Account Manager
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Apr 2018 - Dec 2021
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Alex-O, Inc.
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United States
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Advertising Services
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Freelance Consultant
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Jul 2011 - Mar 2018
Managed client projects, large and small, as an outside advertising and marketing consultant. Negotiated “permalance” contracts with the following local agencies: MARCA MIAMI. September 2013 – April 2016 as In-House Operations and Account Consultant. Implemented new agency processes, including establishing the firm's first formal project management system and department. Identified talent to staff the agency's largest account, DishLATINO, the market share leader in the Spanish tier of the pay-TV industry. Led the DishLATINO acquisition advertising team, managing all collateral pieces for the indirect (retailer) channel as well as direct marketing materials. S, C, P, F… July 2011 – July 2015 as Group Account Director/ International Accounts Consultant. Served as account lead for IKEA, Coca-Cola and Banco Sabadell. Grew scope and commensurate fees for the agency’s top account, IKEA, by 35%. Managed Total Market integration for accounts shared with the agency's general market network partners. Proactively landed new business. Show less
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Crispin Porter + Bogusky
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United States
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Advertising Services
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200 - 300 Employee
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Account Director
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Nov 2010 - Jun 2011
Established a new multicultural advertising team for the agency, leading the Burger King account as it transitioned from a dedicated Hispanic agency to a total market approach consolidated within CP+B. Put processes in place and managed holistic campaigns targeting African American and Hispanic consumers. Established a new multicultural advertising team for the agency, leading the Burger King account as it transitioned from a dedicated Hispanic agency to a total market approach consolidated within CP+B. Put processes in place and managed holistic campaigns targeting African American and Hispanic consumers.
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Alma
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United States
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Advertising Services
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300 - 400 Employee
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Account Director
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Dec 2007 - Oct 2010
Led the McDonald’s account team. Stabilized troubled client relationship and oversaw a recognized improvement in agency's creative batting average. Interfaced with key McDonald's Owner/Operators. Oversaw the development of product plans across all categories targeting the Hispanic consumer segment. Crafted Hispanic-specific plans, including strategies and tactical recommendation for advertising as well as activation, working closely with media and digital teams to achieve optimal integration. Led the McDonald’s account team. Stabilized troubled client relationship and oversaw a recognized improvement in agency's creative batting average. Interfaced with key McDonald's Owner/Operators. Oversaw the development of product plans across all categories targeting the Hispanic consumer segment. Crafted Hispanic-specific plans, including strategies and tactical recommendation for advertising as well as activation, working closely with media and digital teams to achieve optimal integration.
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Conill Advertising
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United States
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Advertising Services
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100 - 200 Employee
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Business Development Director
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Aug 2006 - 2007
Grew agency's business by increasing the firm's profile through the development and implementation of publicity campaigns, the active pursuit of leads and the management of new business pitches. Managed the regional Sony Ericsson account for Latin America and liaised with the global team. Grew agency's business by increasing the firm's profile through the development and implementation of publicity campaigns, the active pursuit of leads and the management of new business pitches. Managed the regional Sony Ericsson account for Latin America and liaised with the global team.
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Accentmarketing Communications
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Advertising Services
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1 - 100 Employee
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Account Director
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Nov 2003 - Jul 2006
Led the Nextel advertising and retail team in launching and sustaining U.S. Hispanic efforts at the local and national level. Grew account from five to seventeen focus markets as well as national media, resulting in considerable gains in awareness and consideration and market share for the brand. Worked closely with the executive team on the Nextel/Sprint merger, developing a comprehensive brand communications architecture, recommending a new creative strategy and proposing an integrated communications plan. After the merger, oversaw the implementation and transition of the new Sprint Hispanic launch campaign. Show less
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Education
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2018 -
BizHack
Digital Marketing Certificate, The Fundamentals of Digital Marketing -
The George Washington University School of Business
Bachelor's degree, Business Administration -
The Johns Hopkins University
Master's degree, Marketing
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