RESUME

Frida Baby

February 2024 - Present

Role: Marketing Campaign Director

• Developed and implemented a new Paid Media process by sourcing and onboarding creative vendors, refining project briefs, and establishing an internal review process in collaboration with cross-functional teams, resulting in a 30% reduction in project turnaround time.

• Collaborate with the VP of Marketing on the strategy and development of brand campaigns and activations, utilizing data insights to inform creative direction and maximize audience engagement.

• Manage content creation for campaigns and activations in partnership with external agencies, vendors, and influencers/talent, leading to an increase in campaign reach and engagement metrics.

• Oversee campaign timelines and milestone management, ensuring the timely delivery of marketing materials, which contributed to a 20% improvement in overall project efficiency.

• Control the creative production budget for campaigns and activations, including the preparation of SOWs and NDAs for vendors, ensuring adherence to budgetary constraints while maximizing ROI.

• Lead quarterly email planning and performance analysis to optimize engagement and results, achieving an average open rate increase of 10%

Fred & Farid, Los Angeles

December 2021 - December 2023

Role: Brand Director

Brand: Adobe Substance 3D

• Spearheaded the strategic positioning project, establishing Adobe Substance 3D as the new standard in 3D design.

• Conducted six months of extensive research, including interviews and workshops, leading to the development of the final positioning one-pager, messaging architecture, and campaign framework.

Brand: Amazon Luxury

• Implemented a data-driven approach in the "Luxury with a Smile" campaign, resulting in increased market penetration in the EU.

• Managed a budget of over $2M for agency, talent, and production costs.

• Collaborated with photographers Cass Bird and Andrew Meyers, featuring high-profile entrepreneurs such as Irina Shayk, Tommy Dorfman, and Devyn Garcia.

Brand: Roxy

• Leveraged insights and data-driven results from the successful "Cute" campaign to inform the development of the “O.M.G.” campaign, ensuring alignment with audience preferences and engagement metrics.

• Led the campaign strategy, overseeing content creation and production across key visuals, long-form videos, social media, and TikTok-specific content, which resulted in increased brand engagement and a strengthened connection with the target audience.

Brand: HiRoad Auto Insurance (under State Farm)

• Launched the "Shopping Cart" brand campaign, collaborating with the marketing team to execute the brand film and supporting social content.

• Contributed to an increase in organic search traffic and sparked discussions around mindful consumer actions.

Brand: Ladder Life Insurance

• Utilized insights and data-driven results from the previous campaign to refine messaging and creative direction, ensuring alignment with audience expectations and preferences.

• Produced website content, including explanatory videos, which contributed to a fourfold increase in brand awareness and an 18% boost in brand favorability.

REEF Technology, Miami FL

March 2021 - November 2021

Role: Management Supervisor

• Produced the global launch of DJ Khaled's Another Wing, a top seller in the REEF ecosystem, generating over 30,000 leads for a direct-to-consumer delivery app in downtown Miami.

• Collaborated with cross-functional creative teams and agency partners to execute omni-channel campaign activations across video, social media, OOH, experiential, and print media.

• Led weekly internal and external food shoots to create compelling content for our social and digital platforms.

The Community, Miami FL

March 2018 - March 2021

Roles:

1. Hybrid, Brand Supervisor/Producer

2. Brand Supervisor

3. Sr Brand Associate

Brand: Verizon

• Account lead on "Speed of Thought," a documentary featuring the first wave of 5G visionaries, launched at TechCrunch in Fall 2020 and streaming on Amazon Prime and Peacock. Collaborated with Emmy Award-winning director Mila Aung-Thwin.

• Orchestrated the strategic plan for the documentary in coordination with Verizon’s PR, Marcom, and media teams, creating targeted launch strategies aligned with the 5G Built Right and 5G Nationwide initiatives to optimize impact.

• Developed "Best For A Good Reason," an always-on newsroom content strategy that enabled rapid creation of 63 different spots showcasing Verizon's engineers in 2018, significantly enhancing market readiness.

• The online video campaign achieved 124% above the YouTube Skippable VCR benchmark.

• Championed the "Firsts" campaign, highlighting Verizon's pioneering achievements, which resulted in above-average persuasive metrics with an Ace score of 627 out of 600, exceeding corporate branding norms.