ELLEN GUTIERREZ

100 Pines Bridge Road Mount Kisco, NY 10549 *eg9bcb54@westpost.net*914-393-24

05
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Seasoned account leader and brand strategist with 15+ years experience developin
g and executing communications programs that increase sales, awareness and equit
y for Fortune 100 Clients * visionary thinker with global perspective and demons
trated success in building innovative traditional and online advertising, DTC, D
M, promotions and public relations programs * keen strategist with proven abilit
y to analyze and interpret data to arrive at core consumer insights that drive d
esired consumer behavior and guide marketing strategy * results oriented and dec
isive leader with reputation for stimulating challenging debate while fostering
strong client partnerships and strengthening agency performance * accomplished n
ew business leader and respected junior team mentor * Bilingual (Spanish/English
) multicultural expert (Hispanic & African American) who has lived and worked in
Europe and South America * Magna cum laude graduate of Tufts University (BA in
International Relations) and Pace University (MS Teaching)
CORE COMPETENCIES
Practical experience in pharmaceutical, CPG (food and HABA), OTC, electronics, d
istilled spirits, government, telephony, retail, QSR, entertainment, kids, and t
ravel industries
*Integrated market planning leadership
*Client business consultation
*Revenue and profitability management
*Inter and intra agency, cross functional business development team leadership
*Project management
*Contract and fee negotiation
*Scope of work authorship
*Budgeting forecasting/management
*Vendor oversight
*Volume opportunity assessment
*Business performance analysis
*Trends Analysis
*Analysis/ interpretation of syndicated and proprietary research data including
A&U studies
*Qualitative and Quantitative research, methodology and tool development
*Creative brief authorship & creative team briefing
*Ideation workshops
*Questionnaire/moderator guide design & development
SELECT ACCOMPLISHMENTS
* Supervised Flomax (Boehringer Ingelheim) Hispanic DTC efforts which served as
Gold Standard for multicultural efforts within the organization and garnered GOL
D for the Agency at the 9th annual DTC National Advertising Awards. TV/Digital/
Print efforts resulted in T* +9.6%, N* +17.9% and Switch Rx + 20.5%; disease sta
te awareness +21 pt. to 83%; brand awareness doubled to 50%; brand familiarity u
p 27 pts. to 70%. Account leadership garnered Agency superior service evaluation
scores across all success ratings and additional Client assignments totaling $2
50K+ in fees.
* Hand selected to co-author and lead Corporate Multicultural training module fo
r Boehringer Ingelheim resulting in Agency consultancy status for rest of compan
y portfolio, and increase in Agency billings.
* Led and won pitch for Pfizer Primary Care multicultural AOR, beating out 10 ot
her agencies, spanning 10 Primary Care Brands and garnering over $3.0MM in Agenc
y fees.
* Led and won pitch for Pfizer Specialty Care brand Enbrel (Rhuematoid Arthritis
) generating Agency fee of over $1.0MM.
* Led re-positioning effort for Oreo resulting in 2009 Effie win and highest LIN
K copy testing score in Kraft history (AI 13 vs. Norm 4)
* Oversaw Honey Bunches of Oats Hispanic integrated marketing communications pla
nning resulting in broadcast campaign that garnered +5.6% YTD sales increase (su
rpassing General Market); successfully sold in and launched Brand's involvement
in digital arena - a first for Post.
* Uncovered customer insight to guide CA! (Kraft) repositioning effort and prove
shift in target audience; stewarded cross platform CA! (Kraft) promotional prog
ram utilizing TV, digital and print components. Promotion results surpassed fore
cast at 24,790 hits to microsite and print and digital participation + 5% within
3 week program period.
* For Banco Popular, led team to build brand differentiation in a heavily commod
itized market by creating the "We Love Dreams" community engagement program whic
h encompassed advertising, direct mail, public relations, and philanthropic supp
ort initiatives. Double digit increases in pilot market's bank deposits led to p
rogram expansion into Orlando, Chicago, and Houston.
* Conducted volume assessment using Simmons, Spectra, and MRI data to successful
ly sell in Listerine Hispanic business opportunity for J&J. Efforts culminated i
n retail partnership with Walmart that garnered 42% sales lift in Houston.
* For Aetna, led positioning development, wrote creative briefs, and developed f
irst ever community engagement and direct marketing program for Hispanic acquisi
tion pilot program in Texas.
* For American Express Preferred Rewards Green Card uncovered the essential stra
tegic insight that triggered consumer linkage between product and personal succe
ss aspirations leading to the development of first ever Hispanic DM acquisition
effort.
* Conceptualized, developed and oversaw Starburst's (M&M Mars) first Hispanic ad
vertising and public relations program involving Latino teens which generated 30
0% media ROI and increased sales +4.5% YTD.
* Developed and led the advertising and promotional launch for Panasonic Flat sc
reen LCD TV into the Hispanic market, which generated a 20 point increase in pur
chase intent and 6% increase in sales during promotional period.
* Successfully launched Royal Caribbean's African American effort resulting in a
5% increase in brand and ad awareness and a #5 ranking in the Most Read/Most No
ted category in the Starch 2005 Readership Survey.
* Launched Hasbro My First Games into Hispanic arena via the conceptualization a
nd development of an educational PR program in partnership with the non-profit o
rganization National Council of la Raza to utilize Hasbro products for preschool
English and reading readiness. Efforts grew product test market sales 10% and
influenced national advertising launch.
* Accomplished new business generator: Dulcolax (Boehringer Ingelheim) Lifetime
TV (Hispanic promotions), Smuckers, Ambi Skin Care (J&J), Superior Bank, America
n Express (Preferred Rewards Green Card), Lipton (Country Crock/Ragu), Partners
First (Mastercard).
PROFESSIONAL EXPERIENCE
BRAVO (part of Y&R) New York , NY (2008-Current)
Group Director Account and Strategic Planning (Chief Strategic Planner for all b
rands within the NY office and Account Lead for Agency's health related partners
and select CPG brands. Oversee efforts for Pfizer Primary and Specialty Care
(Lipitor, Toviaz, Chantix, Lyrica, Enbrel), Boehringer Ingelheim (Flomax, Spiriv
a, Flibanserin), CVS/pharmacy, Aetna (Corporate & Medicare), Kraft (Chips Ahoy!,
Oreo, Ritz), Post (Honey Bunches of Oats)
Account Director (2003-2004/2006-2007) (AT&T, Banco Popular, Astra Zeneca (Corpo
rate Branding), Wyeth, (Robitussin, Advil, Dimetapp) USPS, Danone, Fischer Price
, Pfizer Consumer Healthcare (Listerine, e.p.t)
SPIKE DDB New York , NY (2004-2006)
Account Director (Royal Caribbean Cruise Lines, TBS, Alltel Communications)
WING LATINO (Grey Global Group) New York, NY (1999-2003)
VP Account Director (Panasonic, Diageo, (Chivas, Crown Royal) Block Drug (Aquafr
esh, Balmex) Hasbro, ConAgra, Smuckers, Superior Bank, Boehringer Ingelheim (Dul
colax), Century 21)
VANGUARD COMMUNICTIONS (advertising agency) New York, NY (1998-1999)
Vice President of Client Services, Director of Advertising (Gillette, Sprint PCS
, PSE&G of New Jersey)
FOVA (Grey Advertising) New York, NY (1994-1998)
Account Supervisor (New York State Lottery, Procter & Gamble (Head & Shoulders,
Pantene, Cover Girl, Fit Fruit & Vegetable Wash, Pringles) M&M Mars (Starburst),
3M Rite Aid Corporation; specialized projects for Dominos Pizza, Olive Garden,
Six Flags, Kaiser Permanente, Mount Sinai Hospital)
CONILL Advertising (Saatchi & Saatchi) New York, NY (1991-1992)
Account Executive (Scott Paper, New York Telephone, Beechnut Baby Food)
TELEMUNDO GROUP INC, New York, NY (1990-1991)
Senior Marketing Analyst (Analyzed research efforts targeting Hispanic market tr
ends, individual viewing habits, demographics and product usage for this Spanish
language TV network)
GCI International (public relations company) Barcelona, NY and New York, NY (1
988-1989)
Account Executive (hired initially in the US and transitioned to the Barcelona a
ffiliate Ulled y Associados to work on such clients as Hachette Publishing, VISA
, Canon, Dupont, USA/Catolonian Business Exchange and Jamaican and Israeli Touri
st Boards)
CORIMON, CA (manufacturers of paints & orange juice and milk products) Caracas,
Venezuela (1987-1988)
Director 40th Anniversary (recruited from college to design and execute a Spanis
h language public awareness campaign for the company's diversified holdings. Co
nceptualized, planned an developed a national advertising campaign, special even
ts and PR program)