Achievements
Meaningful contributions that improved my clients' business
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Listen Campaign
NFT Website Launch
Launch of NFTs via digital multiplatform Details
The Listen Campaign created a series of NFTs based on music stars. After reviewing the NFT market and audience thoroughly, I created a series of ads that ran the gamut from irreverent in paid social media to more traditional using programmatic advertising. The approach took their web store from 35-50 visitors per day to 14,300 in just 3 days. |
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AssisticaMD
MedTech & Startups
Details
I discovered the concept of AssisticaMD while working with a client to restructure his main company. I developed the business case for the company then proposed it to and defended the case to upper management. Got their buy in, created the pitch deck and presentations, then worked with the CFO and EVP to create the financial models. The end result is that the upper management of the first company decided to dedicate a large portion of their time to AssisticaMD, and successfully achieved an international partnership with a large insurance company. |
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HOLA!TV
Consumer insights
Created online surveys that gave ¡HOLA!TV actionable insights to compete in the market and increase sales Details
¡HOLA!TV, didn’t have almost any audience information except for rudimentary figures from a non-accredited service in Argentina. We created a series of online surveys supported by social media and TV which gave them a wealth of insights and audience data that we then developed into presentations to significantly increase their sales. We also worked with ¡HOLA!TV to help them implement Ibope ratings in Mexico and create presentations and infographics for that important media market. |
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MGS Comm
Technology Innovation
Details
Created a “Total Market Planner” for MGS Comm. An Iffective client, MGS asked us to create a tool that would allow media planners to not only see total DMA impression delivery by ethnic group, but to modify the delivery simply and quickly. Our final tool –which used real local Nielsen data—was able to deliver not only impressions, but also R/F using standardized curves and CPP/CPM using specific client planning costs. The tool was used to secure FPL, one of their largest accounts |
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De la Hoya TV
Revenue Generation
Details
Discovered multiple sources of revenue for De la Hoya TV and created the strategic plan for its launch. An Iffective client, De la Hoya TV hired us as a Project CMO to outline its marketing strategy and discover new sources of revenue. Iffective discovered and documented about 10 incremental sources (in addition to Distribution and Ad Sales) including the creation of a TV program and outlined a strategy to implement them in stages. |
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Equifax (Hispanic Market Launch)
Lead & Revenue Gen
Details
From zero to 40,000 visitors per month for Equifax. A Montaño + Salup client, Equifax needed to get U.S. Hispanics to understand the importance of credit reports and sign up for a subscription product. The launch was 100% digital (desktop and mobile). We used a combination of tools and processes including ad-hoc consumer insights, Dynamic Creative Optimization, Programmatic advertising and A/B Campaign testing to deliver 40,000 visitors per month to their website. |
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Bancaso
Lead Gen & Online Sales
Details
Multiplied conversion ratio by 5X. An Iffective client, Bancaso, a payday loan company in the West Coast originally had a 2.6% conversion ratio. To increase the conversion ratio we did the following: Redefined the target groups through relevant consumer insights; rewrote the Call-Center scripts; redid the TV commercials; re-negotiated our agreements with several radio networks in addition to TV; applied regression analysis to all our radio buys. We successfully increased the conversion ratio from 2.6% to 12.% in 6 weeks. |
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DIRECTV
Lead Generation
Details
Redirected DIRECTV Mas budget to Digital, meeting sales goals and lowering costs. Before this change, we had successfully used PI (Per Inquiry) buying to generate 300,000 calls per year and $150 - $175 million in sales annually. Due to a series of market conditions (United States Census, World Cup, Mid-term Elections) DMG Solutions faced an inability to obtain 65% of the TV inventory needed to sustain DIRECT Mas’ call volume. We (1) moved 1/3 of budget to digital and mobile, (2) made digital CPC and per-call deals, (3) created an SMS campaign with live links to the call center and (4) integrated “click to call” buttons in all our digital ads. As part of the campaign, we restructured the radio ads, eliminating a multitude of individual phone numbers and substituting them with SMS short codes (e.g., “Text DIRECTV to 91011) for text messaging. Met $150M sales goal. Lowered TV cost/call from $100 per call to $40. |
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Food Lion
Account Planning
Details
Revised conventional demographic and media targets, winning Food Lion account. Siboney/USA was invited to pitch for the U.S. Hispanic portion of the Food Lion account. Food Lion is one of the largest supermarket chains in the Carolinas. I used real consumer insights to buck the conventional wisdom that only women went to grocery stores and established the importance of single male shoppers. Directed the media budget to mobile and web, allowing customized messaging. Food Lion was the first account Siboney/USA had won in over 2 years. |
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Kingston Technology
Media & Creative Integration
Details
Media and Creative Integration - Grew sales of stagnant technology company in Latin America twenty-fold. GrupoUno client, Kingston Technology, targeted only the Electronic Trade to sell its USB drives. However, sales were stagnant. Using real consumer insights and a deep understanding of the purchasing process and cycle, I created an ambitious marketing and media plan to target end consumers using mass media. This included magazines, out of home (near schools) and online. Catapulted sales to 5 million units by the end of the first year. Ad budget increased from $250K to $4.3mm in one year. |
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Colgate-Palmolive
Management
Details
Won $20M Colgate-Palmolive media buying business in Mexico. Colgate-Palmolive was an FCB/Mexico client, but not for media. To gain this assignment, I gathered support of leading media vendors, made inroads among Brand Managers via small projects and worked with their in-house media director to increase confidence in our agency. I obtained buying assignment four months ahead of schedule and, in a year, we were Colgate-Palmolive’s leading media agencies in Mexico, besting Young & Rubicam and McCann-Erickson. In a year, we had 36 Colgate brands on air for a total of $40 - $50 million in billings. |
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L'Oreal
Strategic Planning
Details
Revised the L’Oreal Plenitude launch bundle, achieving 19% market share first year. L’Oreal, an FCB/Mexico client wanted to use its conventional international bundle to launch Plenitude. Based on solid consumer insights, I suggested that we redefine the target demographics to reflect the reality of the market. First, we targeted younger women, then switched the budget from mainly print to mainly TV and ran a series of advertorials in key magazines. The successful launch led the client to adopt this strategy as part of the standard launch bundle. We achieved a 19.3% SOM for Plenitude by end of year 1. |
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Foote Cone & Belding
Strategic Planning
Details
Created and implemented Theory of Everything (TOE) internationally. FCB lacked an international planning process to coordinate media and creative strategies. I created process –TOE for Theory of Everything—that inverted the usual funnel and guided the strategies from sales objectives through messaging to individualized creative. TOE was adopted in Latin America, Asia and South Africa and by Nabisco, SC Johnson and other clients. |
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Porsche
Digital Transformation
Details
Exceeded Porsche sales and branding goals in Latin America. Porsche, a GrupoUno Miami client, was tapped to launch the Cayenne in Latin America. Using relevant consumer insights for that target, I shifted the advertising budget from 100% print to 100% digital reflecting how potential Porsche buyers preferred to read about cars. We also created the “Cayenne Club Miami” to extend the brand experience and completely trump other luxury brands by providing the exclusive rental of a Cayenne S Turbo to Latin America Porsche-Club members traveling to Miami. We achieved 100% of the year’s sales goals by July. |
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Foote Cone & Belding
Consumer Insights & Technology
Details
Innovated Consumer Insights via Constellations: a unique strategic planning & business development tool for Latin America. With FCB, worked on the creation and expansion of a 100% mathematically-driven cluster database. Worked with Millward Brown to use their TGI Latin America database. Used regression analysis on 245.1 million data points to develop “Constellations” in Latin America. Integrated the study back into the TGI software and implemented in Brazil, Argentina, Mexico and Puerto Rico. FCB was the only agency to have its own private research integrated into TGI database. Constellation not only improved our planning beyond anything in the market at that time, it was a fantastic new-business tool, allowing us to generate highly granular targets for any pitch. |
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TGI
Research & Strategic Planning
First Latin American agency to sign a regional agreement with TGI. Details
While at FCB. The agreement gave every agency full access to both, its local information and pan-regional information. Not only had this never been done, it gave smaller offices, where no local TGI information was available, the possibility of creating consumer insights for its planning and creative processes where none had been possible before. This gave us a significant advantage not only in planning, but also improved the local perception of our smaller agencies and helped new-business efforts immensely. |