Work Experience
University of Colorado Denver
Dir. Multicultural Marketing & DEI Communications
2022 – Present
- Develop and integrate DEI messaging into every facet of our marketing campaigns and public relations efforts. By developing comprehensive communication plans, I've successfully amplified DEI initiatives internally and externally, ensuring our message resonates with diverse audiences.
- Secured first-time multicultural media coverage for CU Denver. Through powerful placements on ABC, FOX, La Voz, Telemundo TV, La Buena Onda, "Hablemos Hoy" KNRV 1150 AM, Univision radio, and Univision TV, I've spotlighted the vibrant stories of our diverse staff, faculty, and students. These powerful narratives enrich our community's collective voice and contribute to a more vital, inclusive campus atmosphere.
Illinois Department of Commerce & Economic Opportunity
Director of External Relations
2019– 2022
- Spearheaded the development and successful execution of the 2020 COVID-19 strategic marketing plan, strategically driving awareness of vital emergency resources available for businesses, workers, and residents during the pandemic.
- Championed a state-wide digital campaign utilizing the highly effective PESO model, achieving remarkable results in just the first week. The campaign garnered an impressive 2,000 conversions for Google ads, a staggering 900k impressions on Facebook, and an outstanding 404% surge in web traffic.
Chicago History Museum
Interim Public Communications Manager
2019
- As an Interim communications expert, I achieved significant milestones during my tenure, including developing media strategies, hosting impactful press conferences, and executing dynamic PR and social media campaigns.
- Secured first-time multicultural TV, online, and print coverage, generating an impressive 40.4 million media impressions, expanding the Museum's reach and impact. These achievements established the Museum as a leading cultural attraction in Chicago and beyond.
Rachel Barton Pine Violinist
Digital Marketing Manager
2016 – 2018
- Orchestrated captivating social media strategies and campaigns for an international violinist, curating content across Facebook, Twitter, and Instagram. Oversaw photography and video production, monitored social listening, and delivered insightful monthly reports.
- Achieved remarkable results, boosting Facebook engagement by 125% in a year and tripling Instagram followers within six months. Led a triumphant promotional campaign for a new classical music album, amplifying the artist's presence and driving record-breaking sales.
Northstar Lottery Group, LLC (Illinois Lottery)
Multicultural PR Manager
2013 – 2016
- Developed media strategies, marketing campaigns, and social media initiatives to drive the promotion of lottery winners, consumer products, and responsible gaming in diverse, multicultural markets across Illinois. As a bilingual spokesperson, I deftly provided media training and crafted engaging bilingual collateral while skillfully orchestrating press conferences and community-based events.
- Secured extensive press coverage on local, national, and global platforms, cementing the Lottery's reputation and captivating audiences of all backgrounds. Additionally, I seamlessly coordinated impactful press interviews for our esteemed Lottery Director and executives, further propelling our brand to new heights.
Youth Guidance
Marketing Communications Manager
2012 – 2013
- Promoted youth development programs targeting Hispanic and African American students through integrated marketing strategies, securing extensive media coverage for the "Becoming a Man" youth violence prevention program in major outlets like ABC, NBC, Chicago Sun-Times, Univision, and more.
- Provided media training to students during a press conference with former President Obama, ensuring a unified and impactful message of the program's success.
Earned Media
Mainstream & Multicultural
First-Gen Graduate Paves the Way for High Schoolers
Wrote story on James Dolores, a first-generation bilingual graduate, serves as an inspiring role model, breaking barriers and empowering Hispanic students to pursue higher education and achieve their dreams.
Con hogares ecológicos: así ayudarán estudiantes de Colorado a científicos que trabajan en la Antártida
CU Denver Students Build Eco-friendly Homes for Antarctica Researchers—First time multicultural TV coverage for the institution by Telemundo Denver.
University of Colorado Denver
Celebrates 50 Years
CU Denver gains first-page news coverage on their 50th-anniversary by La Voz Colorado.
Connecting with Hispanic media
As company’s 1st bilingual spokesperson on camera lead local and national media interviews in Spanish. Increased awareness of lottery winner stories by 40% in three months generating 98M media impressions.
Women Graduate from ComEd's Construction Program Shares Success
Garnered 1st Hispanic TV coverage (Univision Chicago) for women graduates in Comed's trade program 'Construct" for minorities and provided media relations training.
Latina Wins $5,000 A Week for 20 Years
Wrote and pitched a story about a lottery winner who fulfills the dream to open a center for battered women and children with a $5,000 A week for 20 years prize, which generated 160M media impressions in 33 news media outlets.
$4.85 Million in a Cookie Jar
Coordinated press conference for Hispanic family winning $4.85M Lotto jackpot. It saved him and his family from foreclosure. The story generated 75M media impressions in 52 local, national and international media outlets.
$4 Million Dollar Birthday Present
Wrote, pitched the story, and coordinated press conference about a Latina who won $4M on her 19th birthday thanks to her dad's present. The story garnered local, national and international media coverage in Univision Chicago, Fox News Latino-NY, Good Morning America, The Telegraph UK, and Singapore News.
Muestra recuerda como Hollywood reemplazó a Paris como meca de la moda
Chicago History Museum gained Hispanic media coverage by Yahoo en Español for their From Silver Screen to Mainstream fashion exhibit.
Social Media
Campaigns & Influencer Relations
Events
Education Press Conference
Former President Obama supports male youth program
Organized a press conference together with President Obama's PR team and the University of Chicago Crime Lab to announce the study results of the violence prevention program, Becoming A Man, for at-risk male youth. Coordinated interviews with program students, which resulted in mainstream and multicultural coverage in 30+ news outlets including Chicago Tribune, Chicago Sun-Times, CBS-2, Chicago Tonight, Chicago Crusader, Men's Health Magazine, Chicago Defender, and NBC Chicago achieving 170 million media impressions.
40th Anniversary Gala Event
Charter school celebration
Through media relations efforts, ASPIRA of Illinois’ 40th Anniversary gala was intensely covered by NBC- Telemundo, Chicago Tribune’s Hoy, and La Raza newspaper at the Grand Ballroom of Chicago’s Navy Pier.
The event drew more than 700 guests, $100K in sponsorships and $75K in college scholarships awarded to charter school students. In addition to being the event planner, I co-produced ASPIRA’s 1st video and served as the voiceover talent as well as mistress of ceremony for the event.
Marriott Hotel International VIP Visit
Event for founder of Marriott hotels
Coordinated VIP site visit, dinner, reception, and meetings for Mr. Bill Marriott and the Marriott Global executive team, who came to visit portfolio of Marriott hotel properties in the Caribbean, including Puerto Rico.
Multicultural Marketing
Won Best Holiday Lottery Campaign
Back2Business Campaign
As part of the Back2Business paid campaign to support hardest hit businesses impacted by COVID, this ad was most effective in reaching the LatinX communities and brought 2M impressions on Facebook.
Back2Business- (Spanish ad)
Produced ad copy in Spanish. The use of real Hispanic business owner image resulted in best performing ad.
Responsible Gaming Ad
Developed concept and wrote copy for responsible gaming ads in English and Spanish. Won the 2015 National Council on Problem Gambling and McGill University 'Best Holiday Lottery Campaign' award.
Responsible Gaming- (Spanish ad)
Produced ad copy in Spanish for Hispanic market (family-centered approach) encouraging responsible gaming when purchasing holiday instant tickets.
You Just Say I do
Ideation, coordination of photography and copy development for bilingual 'You Just Say I Do' campaign co-sponsored with JCPenny for newlyweds to win a hotel honeymoon package.
Tu Solo Da el Sí- (Spanish ad)
Produced copy in Spanish. The ad was placed in newspapers and magazines in San Juan, Puerto Rico, such as El Nuevo Día, San Juan Star, Caribbean Business and Primera Hora.
Gallery
Fun projects with fun people
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