Experience

Alma

• United States
• Advertising Services
• 300 - 400 Employee

• Associate Director, Strategic Insights

  • Nov 2020 - Present

• Senior Strategist

  • Sep 2016 - Nov 2020

  September 2016-December 2019 Strategy lead for Clorox portfolio of brands (Clorox, Pine-Sol, Kingsford, Glad, Hidden Valley Ranch), Credit Karma, and Energy Upgrade California. January 2020-November 2020Senior Strategist for McDonald’s.Thought Leadership: 2016-Present: Lead strategist for Alma’s Culture Lab initiatives - an innovation think tank responsible for keeping a true pulse on modern culture and on the vast communities within it. The work done here allows Alma to unlock opportunities for brands that push us to the center of consumer relevance.- As a creator of the Quarterly Culture Digest, leads the analysis and reporting of trends and cultural flash points that shine a light on diverse consumer segments and their impact on culture, while drawing implications for brands.- Leads Alma IQ, a repository of observations across consumer groups and categories, collected in real-time via the continuous monitoring of cultural signals. - Co-leads multi-disciplinary team to put on agency Trendstorm sessions, monthly lightning-round share-outs of the most interesting cultural observations of the moment. 2016: Co-led Alma’s research study entitled “We Are The Generación Zeta,” which took a deep dive into an entirely unexplored segment of the Hispanic market. The findings were debuted at the 2016 Hispanicize conference and upon invitation, presented as part of the 2017 “Intelligent Future” Ignite session at SXSW. 2019: On invitation, represented Alma as a panelist on sparks & honey’s Latinx Special Briefing Series, exploring Latinx identity and influence as well as Latinx portraits and representation in today’s entertainment industry and media.2020: Co-led Alma’s research study entitled, “Lives Changed: The Impact of a Pandemic on Hispanics and African Americans” which sought to understand the impact of the coronavirus pandemic on collectivist cultures and provide guidance for brands looking to more effectively serve their multicultural consumers. Show less

• Strategist

  • Oct 2014 - Aug 2016

  Strategy: Analysis of category dynamics, culture and consumer behavior to develop inspiring creative strategies via briefs that lead to effective creative solutions for client business challenges. Research: Conducting qualitative and quantitative consumer research to more deeply understand the mindsets and behaviors that results in the generation of impactful human insights; Conducting positioning and concept testing to determine creative strategy and creative strength and opportunities for optimization.Thought Leadership: Integral member of the team responsible for creating Alma’s proprietary social listening tool, filling gaps found in traditional industry listening platforms by offering the unique capability of analyzing Hispanic’s online conversations regardless of language. Led quarterly reporting of the latest trends and signals arising among Hispanic consumers, always framing them in the context of broader culture.Clients: CPG: Quaker, Kraft, Wrigley’s; Telecom: Simple Mobile, Cablevision, Sprint Show less

• Account Executive

  • May 2012 - Oct 2014

  Responsible for leading the development and execution of creative advertising campaigns, managing cross-functional teams to meet business objectives with effective creative work. Building valued relationships with clients and with internal teams, creating an atmosphere allowing for honest, open and effective communication.Client: McDonald’s