The University of Texas at Austin

Texas A&M University

SVP, Client Director at Canvas Worldwide

Tyson Foods

Senior Director, Paid Media

Client lead of team of 10 for the Media Strategy and Planning for the McDonald's National business focused on the Hispanic consumer segment across all paid media channels. Interagency lead of DEI work focused on building relationships and supporting our diverse-owned media partners.

Canvas Worldwide

SVP, Client Director

Teach the Marketing Management course to BYU-I upperclassmen. This course is a comprehensive introduction to marketing management issues and principles. Topics include market segmentation, positioning, market research and consumer behavior, product strategy, promotion strategy, pricing, and distribution strategy. Principles are applied to small and large firms, domestic and international companies, and consumer or industrial products or services.

Brigham Young University - Idaho

Online Adjunct Instructor

Skills: US Hispanic Market · Diversity & Inclusion · Hispanic Marketing

Joe Agency

Director of Strategic Partnerships and Business Development

In my most recent role with VIX, I owned the full cycle of account and brand management for auto, retail, and CPG vertical clients. As subject matter expert on marketplace trends, buying patterns, and technologies, I served as the lead presenter to new and existing clients. I quickly onboarded and became the go-to lead by presenting compelling and engaging digital capabilities presentations to prospective clients leaning on my storytelling skill. I infused brand, digital, and innovation experience into new briefs to showcase ways we could uniquely find find solutions for client's business issues. While in the role, I established strong relationships with clients by asking effective, probing questions and worked with internal teams to implement effective campaigns.

This resulted in a 250% increase in the number of monthly pitch meetings. Additionally, I rolled out a novel OTT offering to the market.

VIX, Inc.

Senior Brand Partnership Director

As Vice President of National Sales with Pulpo, I created and delivered a growth strategy for the first online advertising platform tailored to reach the Hispanic market online across all acculturation levels and digital devices. I collaborated across functions and teams to develop unique, customized ideas and high-impact marketing proposals. I created sales plans by pulsing the industry and competitive trends to gain strategic insights that informed effective go-to market strategies and sales tactics. My high-performing team adhered to CRM techniques to provide effective, timely customer service. My team grew 25% by developing their sales skills and lead generation capability. Together, we increased sales by 35% in one year.

Pulpo (An Entravision Company)

VP of Sales

This role at Meredith allowed me to gain deep immersion into the Hispanic market. Here, I advocated for the importance of accessing the Hispanic audiences that People En Español reaches and measured their impact on beauty and retail category. I worked collaboratively with internal teams, such as the Corporate Sales Team and Digital Solutions Team, to interpret and deliver media metric information, evaluate contracts and negotiate media buys. While there, I surpassed advertising revenue goals by taking an entrepreneurial approach to client service and across omni-channel media assets including digital, print, mobile, social, video, data, programmatic, and live events.
In my first year, I exceeded sales goals by 22% and regained accounts that had stopped advertising with us by creating customized proposals directly tied to their overall marketing objectives and KPIs and then working relentlessly to build our relationships.

Meredith Corporation/People en Español

Integrated Account Director

Drawing on experience from my prior roles, at Mindshare I translated communications objectives into clear brand campaign plans for Unilever, Boehringer Ingelheim, and LG. I headed a team of six to create and execute channel plans, budget allocations, and budget management across multiple channels with budget exceeding $40MM. Together the team I worked on structured KPIs to define content and derive data to advance first-of-their kind media integrations that include use of AI with Watson and Alexa capabilities. I also had the opportunity to work closely with clients to study in- buying dynamics and motivations to define marketing segmentation audience profiles and provide unique insights to inform channel planning. 
The following are highlights of value I brought while at Mindshare:
•	Increased investment from $2MM to $28MM by presenting cohesive plan to acquire gains in Hispanic market segment.
•	Generated $45M in new business as member of new business pitch-preparation team.
•	Promoted three times in three years taking on increased scope and broader responsibility.

Mindshare

Partner, Strategy Director

As Media Associate Director, I led campaign channel strategies for Time Warner’s Cable division. I aligned consumer consumption habits with campaign channel strategy to maximize results and developed media trend updates and recommendations. In this role, I identified emerging media opportunities for potential test-and-learn campaigns and optimized DRTV campaign performance using real-time sales data and performance metrics. This role afforded me the opportunity to train junior staff members in strategic thinking and foster an environment of excellence for career growth.

Here are two highlights from my time at OMD:
•	Exceeded sales objectives and KPIs across 54 local markets by developing and activating targeted media plans. 
•	Administered monthly budget report exceeding $100 million by tracking plan vs. actual spending.

OMD Media Direction

Associate Director

In this role, I assumed responsibility for ideation, development, and execution of multi-platform media plans for corporate MARS Brand’s Innovation Fund. I managed the daily workflow for all digital campaigns and supervised $85M corporate campaign by tracking budget roll-ups and managing the ROC (Record of Change) documents.
I worked on the team who managed the beta test for the launch of the new 'Goodness Knows' product line and tracked campaign performance to inform and alter the full launch. I led proposal development, campaign activation, maintenance, and measurement.

Starcom MediaVest Group

Connections Associate Director

While working for the Vidal Partnership I was accountable for managing all aspects of strategic communication planning for a distinguished list of clients that included Sprint-Nextel, JCPenney, and TD Bank. Collaborating with agency teams, I helped to create and deliver promotional growth strategies by developing, executing, and monitoring strategic and tactical cross-channel media plans. I held a role that allowed me to direct planning and lead project teams. I had responsibility to plan and allocate a $50M spend across integrated media. Following campaigns, I used combined proprietary and 3rd party research to provide media trend reports which identified insights and that were used to alter ongoing and future campaigns.

The Vidal Partnership

Associate Communications Director

Advertising is the big idea at Deutsch. The firm, offers creative development and brand marketing services through offices in New York and Los Angeles. This role provided me with the opportunity to learn additional media skills from one of the most innovative advertising, design and digital agencies in the United States. Here, I oversaw multicultural media planning for Johnson & Johnson’s Tylenol brand. I monitored data-gathering, analysis, and competitive activity for a multicultural target audience and had an opportunity to apply buying dynamics to campaign planning. Compiling post campaign analysis using CPC and CPA allowed us to track campaign performance. I also worked extensively with Comscore, Nielsen, IRI, Arbitron, MRI.

While providing an opportunity to develop strong skills, I took on a signature project to help Tylenol grow in the Hispanic and LGBT community by developing consumer segmentation that leveraged brand equity which stemmed attrition and drove business.

Deutsch

Media Manager

A integrated full service marketing communications agency with a staff of 200 bilingual and bicultural professionals, named Advertising Age A-List agency in 2006, 2007 and 2008.   Responsible for national and local channel planning of $40MM in media for Sprint-Nextel.  Included target segmentation studies to address the different needs of Hispanic consumers in various stages of acculturation.

Communications Supervisor

The first independent media services company to focus on the Hispanic marketplace, the agency held such accounts as JCPenney, Novamex, Dickie’s, Fannie Mae Foundation, and U.S. Army.  Developed market specific campaigns and Negotiated added value and media rates for purchase of over $12 million annually on local and national print and broadcast media tailored to client needs;  coordinated execution with media vendors.  Extensive research using the U.S. Census.

Laura Willis