Alexandra Rossi-Morell
Bilingual Creative Marketing Director at ARM Integrated Communications- Claim this Profile
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Portuguese Elementary proficiency
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English Full professional proficiency
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French Limited working proficiency
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Spanish Native or bilingual proficiency
Topline Score
Bio
Steven Rubenstein
My website was almost 10 years old without much updating in the past. I hired Alexandra to provide me with a new website that allows for better communication between our clients and our staff. Alexandra made the site more inviting, multi lingual, and provides new customers a better understanding of what we do and how we can help them. Alexandra also optimized the site with SEO and since the site has been live we have had more contact through our site in two months than we have had in the last four years. Great job!
Trinity Villanueva
Alexandra is purpose-driven and a true delight. Her experiences are so varied and her multi-linguistic mind brings a fresh perspective to communications through her innate multi-cultural lens. Alexandra truly cares about her clients, and it shows in her attention to detail, early deliverables and compassion. I highly recommend her!
Peter McCandless
Alexandra Rossi-Morell Hire people who are better than you are, then leave them to get on with it. David Ogilvy Alexandra Rossi-Morell IS one of those rare marcom
Steven Rubenstein
My website was almost 10 years old without much updating in the past. I hired Alexandra to provide me with a new website that allows for better communication between our clients and our staff. Alexandra made the site more inviting, multi lingual, and provides new customers a better understanding of what we do and how we can help them. Alexandra also optimized the site with SEO and since the site has been live we have had more contact through our site in two months than we have had in the last four years. Great job!
Trinity Villanueva
Alexandra is purpose-driven and a true delight. Her experiences are so varied and her multi-linguistic mind brings a fresh perspective to communications through her innate multi-cultural lens. Alexandra truly cares about her clients, and it shows in her attention to detail, early deliverables and compassion. I highly recommend her!
Peter McCandless
Alexandra Rossi-Morell Hire people who are better than you are, then leave them to get on with it. David Ogilvy Alexandra Rossi-Morell IS one of those rare marcom
Steven Rubenstein
My website was almost 10 years old without much updating in the past. I hired Alexandra to provide me with a new website that allows for better communication between our clients and our staff. Alexandra made the site more inviting, multi lingual, and provides new customers a better understanding of what we do and how we can help them. Alexandra also optimized the site with SEO and since the site has been live we have had more contact through our site in two months than we have had in the last four years. Great job!
Trinity Villanueva
Alexandra is purpose-driven and a true delight. Her experiences are so varied and her multi-linguistic mind brings a fresh perspective to communications through her innate multi-cultural lens. Alexandra truly cares about her clients, and it shows in her attention to detail, early deliverables and compassion. I highly recommend her!
Peter McCandless
Alexandra Rossi-Morell Hire people who are better than you are, then leave them to get on with it. David Ogilvy Alexandra Rossi-Morell IS one of those rare marcom
Steven Rubenstein
My website was almost 10 years old without much updating in the past. I hired Alexandra to provide me with a new website that allows for better communication between our clients and our staff. Alexandra made the site more inviting, multi lingual, and provides new customers a better understanding of what we do and how we can help them. Alexandra also optimized the site with SEO and since the site has been live we have had more contact through our site in two months than we have had in the last four years. Great job!
Trinity Villanueva
Alexandra is purpose-driven and a true delight. Her experiences are so varied and her multi-linguistic mind brings a fresh perspective to communications through her innate multi-cultural lens. Alexandra truly cares about her clients, and it shows in her attention to detail, early deliverables and compassion. I highly recommend her!
Peter McCandless
Alexandra Rossi-Morell Hire people who are better than you are, then leave them to get on with it. David Ogilvy Alexandra Rossi-Morell IS one of those rare marcom
Credentials
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Agile Project Leadership
Linkedin Learning AppJul, 2022- Oct, 2024 -
Salesforce
Linkedin Learning AppJul, 2022- Oct, 2024 -
Marketing Budget
Linkedin Learning AppJun, 2022- Oct, 2024 -
Google Digital Marketing & E-commerce
Google
Experience
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ARM Integrated Communications
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United States
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Advertising Services
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1 - 100 Employee
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Bilingual Creative Marketing Director
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Sep 2017 - Present
Creates and develops multichannel integrated marketing, branding, and PR strategies for both B2B and B2C companies, as well as for non-profit organizationsWrites content for multi-channel marketing campaigns, including social media, website, email marketing, collateral, and audiovisual material in both English and Spanish.Performs market research and analyzes data to assess market performance and create strategic marketing plans. Writes briefs, creates personas, presents campaigns to clients, and analyzes performance.Leads cross-functional and multi-disciplinary teams, including designers, web developers, and copywriters.Manages marketing budgets, estimates, and P&L.Manages and nurtures relationships with media, vendors, clients, and other stakeholders.Accomplishments include creating a social media marketing strategy and campaign that increased attendance to Public Art Reston’s ChalkFest event by over 100%; creating a rebranding campaign and event to relaunch Golden Health Holistics increasing sales by 17% in one month; and developing a corporate catering promotion for Honey Baked Ham increasing holiday orders by over 40%.
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Publisher and Marketing Director
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Feb 2014 - Aug 2017
Strategically launched and positioned the magazine in Reston and six surrounding communities as a leading media, increasing readership to over 100,000 people and increasing annual profits by 300%. Performed market research, analyzed risks and opportunities, and created strategic plans for the magazine aligned with the community needs and pain points.Managed cross-functional teams including designers, writers, account managers, and distributors.Created strategic partnerships with local key organizations and leaders, positioned the magazine as the number one resource of community content in Reston, expanded the distribution to 6 other surrounding communities reaching over 100K readers, and created affinity programs and sponsored local events.In addition to managing the print magazine, managed the magazine’s Facebook page, generating over 10,000 followers within the first two years.Researched, interviewed, took photos, and wrote local content.Sold it in August 2017.
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Multilingual Creative Marketing Manager, USA and Latin America
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May 2007 - May 2014
Developed creative strategies, product marketing, and promotional campaigns for Fortune 500 companies, increasing brand awareness while lowering overall media spending.Supervised online marketing material in English, Spanish, and Portuguese for Nii Holdings in USA, Colombia, Peru, Brazil, Argentina and Venezuela, consolidating the company’s branding across Latin America.Developed marketing and promotional material in both English and Spanish aimed to the US general and US Hispanic markets for clients such as Kimberly Clark, Unilever, Conagra, and AeroPeru airlines, among others. Sales increased by 250% during the promotional Kimberly Clark's campaign for its brands Huggies, Cottonelle, Scott, Kleenex, and Viva.
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Bilingual Editor & Marketing Manager
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Jul 2004 - Jun 2007
Rebranded and relaunched the Spanish newspaper La Isla with new corporate image, new design, and new editorial content, increasing sales by 100% within the first two months.By popular demand from the English-speaking population, launched the English version, La Isla Times, increasing readership and distribution by more than 200% in the first six months.Led a team of designers and writers, supervised editorial content and layout, researched content, interviewed community leaders, and wrote articles.
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Executive Director U.S. Hispanic and Latin America
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Jul 2001 - Feb 2007
Founder of the pan-regional advertising, public relations, and marketing agency in Miami, aiming US general, US Hispanic, and Latin American markets.Developed and implemented multi-lingual advertising, marketing, and public relations strategies and campaigns in English, Spanish, and Portuguese for the US Hispanic, US general, and Latin American markets.Opened and managed the company's branch offices in Mexico, Venezuela, Colombia, Argentina, and Brazil.Managed and led cross-functional teams on-site and overseas.Managed media and stakeholders relationships, organized events, created brand strategies, and wrote press releases, and presentations.Clients included Rotary Club International, Santander Bank, Mercy Hospital, Cacao Restaurant, Letca Films, Rapid Envíos, Personal Music, Go3 Films, and Upstairs FX, among others.Accomplishments include implementing a radio campaign for Rotary Club International in 6 Latin American countries, that increased donations by 25%.Sold it in 2007
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PRODU
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United States
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Entertainment
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1 - 100 Employee
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Director and Editor Publicidad & Comerciales (P&C) Magazine
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Apr 1997 - Jul 2001
First editor of Produ.com, the first online trade newsletter for the TV production, advertising, and audiovisual technology industries, now the leading trade source in the industry, aiming professionals in the US Hispanic, Spain, and Latin American markets.Director and Editor of P&C Magazine, a leading trade magazine in Spanish reaching advertising professionals in the United States, Latin America, and Spain. Worked closely with the editorial, design and sales teams, as well as with team members in foreign countries.Researched, performed interviews, and wrote articles in Spanish related to the trade television industry, advertising industry, and audiovisual production and postproduction technologies.Edited, proofread, and oversaw design of the magazine.Covered industry events in several cities in the United States, Latin America, and Europe.Key liaison with industry leaders, clients, and media.
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Royal Swinkels Family Brewers
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Netherlands
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Food and Beverage Services
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700 & Above Employee
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Product Manager
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Dec 1995 - Feb 1997
Defined brand identity, marketing, and advertising strategies for Orense Food Products in Colombia.Worked closely with the sales and distribution teams.Managed marketing budget, media relations, and providers.Lead the image creation and packaging to export Orense to foreign countries. Defined brand identity, marketing, and advertising strategies for Orense Food Products in Colombia.Worked closely with the sales and distribution teams.Managed marketing budget, media relations, and providers.Lead the image creation and packaging to export Orense to foreign countries.
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BATES VMLY&R
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Denmark
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Advertising Services
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1 - 100 Employee
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Sr. Creative Director
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Jan 1996 - Dec 1996
Developed award-winning advertising campaigns for TV, radio, and print media for clients in the financial, food, household products, and publishing industries. Supervised a group of 5 creative talents, co-directed the production of TV commercials and radio spots.Supervised the pre-production and postproduction of TV commercials.Approved all brand materials.Presented advertising campaigns to clients.Clients: Intercontinental Hotels, Bavaria (beers and Orense fruit products), Acegrasas (butter and oils), Postobon (sodas), Cromos magazineAwards include Caribe Festival and Catalina Awards.
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FCB Global
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United States
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Advertising Services
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700 & Above Employee
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Creative Group Director
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May 1993 - Dec 1995
Created and developed award-winning marketing and advertising campaigns for Fortune 500 companies. Supervised a team of designers and copywriters. Co-directed the production of TV commercials and radio spots, and supervised the pre-production and post-production. Approved all brand materials. Responsible for presenting advertising campaigns to clients.Won several awards for best advertising campaign and material, including NY Festivals, Clio Awards, Condor Awards Colombia, Caribe Festival, and Catalina Awards.Clients: Colgate-Palmolive, Master Card, Kimberly Clark, Procter and Gamble and Renault.
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McCann Worldgroup
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Advertising Services
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700 & Above Employee
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Creative Group Director/Copywriter
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Jul 1989 - May 1993
Created award-winning marketing campaigns for Fortune 500 companies.Lead a group of 4 creative talents, including designers, junior copywriters and interns.Managed brand strategies, advertising campaigns and developed creative materials.Co-directed the production of TV commercials and radio spots and supervised the pre-production and postproduction. Approved all brand materials. Presented advertising campaigns to clients.Won several awards for best advertising campaign and material, including FIAP Argentina, Condor Awards Colombia, Clio Awards Miami, Catalina Awards, and McCann Worldwide Best Professional Performance.Clients: Master Card, Coca-Cola, GoodYear, Gillette, Honda, Exxon, Beiersdorf, General Mills, Bayer, Nabisco, Unilever, Nestle, L'Oreal, among others.
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Ogilvy
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United States
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Advertising Services
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700 & Above Employee
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Junior Creative Copywriter
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Jan 1988 - Jun 1989
Started as a seasonal intern. Her first TV commercial created for Carvajal (books) sold out the whole stock over a weekend, securing being hired as Junior Copywriter after only two weeks of starting the internship.Created and developed advertising campaigns for TV, print, direct mail, and radio for local companies.Clients: Rica Rondo (deli meats), Smurfit Kappa - Cartón de Colombia (writing and printing papers, corrugated and paper sack packaging) and Carvajal (books, office and school supplies.)
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Education
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University of Houston
Bachelor, Advertising and Marketing -
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Alliance française de Toulouse
French Language and Literature -
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Miami Dade College
Fiction Writing - School of Literary Arts -
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Politécnico Grancolombiano
MBA, Business Administration -
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Universidad Católica de Manizales
Bachelor, Advertising -
2010 - 2013
L.A. Writers Bootcamp - Hollywood
Screenwriting
Community
