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Marketing Sales

Newton, Massachusetts, United States
November 04, 2018

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N E W T O N, MA 0 2 4 5 9


Executive Summary

Senior Marketing Strategy Executive with 20 years of progressive experience in major brands, direct to consumer marketing, and demand generation. With an energetic, inspirational approach, developed strategy and led campaigns in consumer products, entertainment, energy, general market and the Hispanic/Latin American markets. Strong track record of brand positioning with increases in sales, visibility, and customer loyalty. Key Areas of Expertise

- General Marketing and Branding - Media and Ad Design and Production

- Marketing Strategy and Implementation

- New Product Launches and New Ventures

- Data and Analytics Driven Campaigns

- Web, Social and Digital Marketing

- Direct to Consumer

- Managing and Inspiring Teams

Leadership Experience


Houston, Texas

The Company is Houston’s leading strategic marketing and business accelerator agency. Developed to service small and large clients at ‘startup speed,’ the company has been the driving force behind successful marketing and growth strategies for Riviana, Universal American, Sunshare, Phillips 66, and Waste Management. The Company is the winner of multiple 2017 ADDY’s for its recent campaigns. Partner and VP of Brand Strategy 2014 - 17

Results-driven senior marketing executive with proven ability to understand and utilize data to develop highly targeted marketing and communications strategies with successful results.

o Case Study: Sunshare B2C. Developed full re-brand and launch for Solar Energy startup. Led overall strategy and implementation from go-to-market campaign, branding, corporate communication, sales enablement, and public relations. Results included increase in volume of sales and conversions. Sunshare recorded a record online volume, doubling the highest prior day’s unique visitors and conversions. The campaign acquired 8000 new subscribers, beating the solar competitors combined and accomplishing a CPA of $250 compared to an industry average of $400.

Hands on management style, with an ability to understand clients’ needs and oversee complex strategies that drive engagement and adoption.

o Case study: Windstream B2B. Developed overall

strategy for the demand generation platform, segmenting targets by stage of engagement. Originated messaging strategies for buyer journeys and supervised

development and integration of over 120 content pieces including reports, B E T T Y GOWER 7 1 3 - 3 0 4 - 7 7 6 6

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infographics, video, brochures, landing pages, and email campaigns. Resulted in doubling in awareness lift, 84% increase in brand favorability, 75% response rate, and 10,000 more leads captured.

Brave management style in addressing business and branding challenges. Not afraid to get down and dirty to turn around perceptions on products and services. o Case study: Waste Management B2B and B2C. Waste

Management faced a market perception issue that

pigeon-holed the brand as garbage collection.

Undertook reworking of advertising and business

leader communications to reposition the brand with construction, commercial property, food and retail sectors. Over multiple years worked to craft strategic plans that successfully re-cast the company as an environmental steward and trusted partner to communities. Results included 92% increases in familiarity and 52% increases in favorability which enabled the company to charge over a 10% premium for services. The improvement in customer service, decrease in employee churn, and double digit increases in job queries improved company morale and operations.

Specialized marketing and communications strategies. Works to understanding overall business objectives in specialized niches and improve business cycles from acquisition to conversion, and retention.

o Case study: Alteon Health B2B and B2C. In the

specialized area of physician staffing of emergency departments and hospitalists, I was retained to develop a new brand platform, go to market collateral, website, PR communications, sales tools and conference

materials including finished videos. Developed new brand launch with mission, vision, value propositions for physician recruitment and hospital contracting arms of business. Delivered finished products under budget and on time enabling Alteon to present new brand at national conference.


Houston, Texas

In her ‘downtime’, Betty Gower has helped startups to get off the ground with marketing and business strategy. In viable projects, Betty has taken an equity stake and applies her marketing and strategy expertise to bring great products and services to market. WeWarriors is one of her recent initiatives, a company filling a multibillion dollar clothing and health need for women in the United States and internationally. WeWarriors will roll out a unique, affordable and environmentally sustainable set of products. Chief of Marketing/Co-owner 2017-

Developing, designing and executing a new brand. Betty is able to develop the entire marketing ecosystem from competitive research, brand positioning, logo design, web development, original content for web, social and print, and public relations. o Results: The founders of the company came to Betty Gower to develop a comprehensive branding, marketing, and product launch strategy. Betty delivered strategic materials and also took an equity stake to develop a comprehensive implementation program including creative and sales content. The project was delivered far under budget and on time. Watch for March 2018 Product Launch. B E T T Y GOWER 7 1 3 - 3 0 4 - 7 7 6 6

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Los Angeles, California

MiTú is a digital media company that brings a Latino POV to mainstream entertainment across multiple platforms. It currently generates about 650 million monthly views. The company has the only Latino-targeted channel on Snapchat’s Discover and recently sold original content to Netlfix. It has loyal content on Facebook and YouTube and has licensed original series to partners including Comcast, Discovery Communications, Verizon’s Go90, NBC Universal and Spotify.

Marketing Launch/Investor 2013-

Recruited to launch the premier Latino digital channel on YouTube, Betty Gower recognized a powerful platform and content generator meeting demand in the US Hispanic digital marketplace. The challenge was that the innovative, woman-led company faced a sea of me-too brands and less compelling content. Believing in the company, Betty became the marketing launch lead and an equity stakeholder. o Results: Betty placed MiTú in top ranking newspapers such as NY Times and LA Times, developed the digital upfront (newfronts), and helped to secure first round funding. After the Chernin Group, investors now include Upfront Ventures, Comcast, WPP, Verizon Ventures, AMC Networks, and Awesomeness TV with over 42 million dollars in capitalization. The company has over 159,000 network videos, 39 million subscribers, and 7.8 billion views reaching over 100 million monthly unique viewers.


Los Angeles, California

Classic Party Rentals is a one of the nation’s largest event rental companies with locations in California, Arizona, and New Mexico and over 30 years of experience, Classic services more than 150,000 events per year including major sporting events, corporate events, celebrity weddings, and private social affairs. With a network of 2000 event professionals, Classic creates the ‘dream event’.

Chief Marketing Officer 2013-15

Betty Gower was recruited by Apollo Global Management LLC, a $160 billion cap private equity firm to build marketing and communications strategy, operations, and efficiencies among the 24 offices nationwide.

o Results: Managed the relaunch of the brand based on research that helped define the different audiences. Created customer segmentation and utilized the data to launch Eloqua, a highly-targeted demand-generation platform to increase customer engagement. Implemented internal communications processes and procedures to provide a consistent voice and consistent brand. Implemented internal resource sharing for sales platform activation via Sales Force. Adjusted marketing portals expanded sales to reach maximum rental revenues across the organization during her tenure.

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Oakland, California

Kaiser-Permanente is the nation’s largest integrated health system with over 60 years of experience, 118 million members, $64.6 billion in operating revenue, and award winning services such as their 5-star Medicare Advantage plans.

System Wide Strategy Consultant, the Beehive Group 2012-15

Betty Gower helped Kaiser-Permanente develop system-wide strategy for Kaiser the launch of the Affordable Care Act and California state exchange. The team focused on Latino outreach and communications to target working families, households often led by women, and both birth-aged women and Medicare Advantage candidates.

o Results: Kaiser held 40% market share in California and has been able to increase enrollment while dropping rates 9% compared to other plans. To date, the work has led to market leading growth and performance.


Los Angeles, California

Together with a partner from NBC-Universal, Betty Gower launched this specialty marketing agency focused on events, entertainment, sports, and Latino/Hispanic. Betty used her extensive network and reputation in running major campaigns to secure new business in competitive market segments. The firm had two arms: strategy and digital. Marketing Strategy, Principal Beehive Group 2010-13

Leading marketing strategy, Betty oversaw business development, acquiring new clients, closing deals and designing overall strategy.

o Case study: Relativity Media. Led Spanish language creative and strategy. Immortals opened to #1 opening in the box office and $32.2 million dollar opening its first week.

o Case study: Verizon. Developed consumer focus groups in 8 western markets to expand small business awareness of digital and social offerings. o Case study: ESPN Deportes. Developed and produced a 10-spot campaign for the digital launch.

o Case study: Digital Hollywood. Created and chaired the first Digital Hollywood Hispanic Media and Entertainment Summit. Standing room only in this partner conference to Digital Hollywood. Drew over 2000 industry insiders. o Case study: NATPE. Developed strategy for the National Association of Television Program Executives. Expanded membership and conference attendance 30% for the leading provider of education, networking, and professional enhancement. o Case study: Azteca America. Developed the core social media strategy for all network shows. Digital sports fan growth of 15.7%. o Case study: Sony Pictures’ The Firm. Developed global strategy and partnerships for the successful international launch of the Firm. B E T T Y GOWER 7 1 3 - 3 0 4 - 7 7 6 6

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Telemundo NBC Universal

Los Angeles, California

Telemundo is an American Spanish-language television network owned by Comcast NBCUniversal. It is the second largest provider of Spanish-language content, with programming syndicated worldwide to more than 100 countries in over 35 languages. Telemundo has 1,900 employees worldwide and television stations in the United States and Puerto Rico.

VP Marketing, 2004-2010

Led strategic marketing for all Telemundo owned and operated stations across the continental United States and Puerto Rico.

Implemented best practices in high-yield marketing initiatives in markets across the Americas.

o Results: The marketing campaigns targeting affiliates, advertisers and the trade enhanced the brand, established consistency and yielded strong returns across Telemundo’s global network of owned and operated stations and affiliates.

Market strategy to drive advertising through original Hispanic content. o Results: Commissioned market research that demonstrated that 45 million Latino consumers over-indexed in major areas of consumption and market sectors, and advertisers could effectively reach the $861 billion in disposable Hispanic income. Applied research to drive advertising sales.

o Results: Launched the most successful telenovela in Telemundo's history (Sin Senos No Hay Paraiso). The series averaged 940,000 viewers in the 18-49 demographic. Sí TV at NuvoTV/Fuse

Founded as the first English-language cable network aimed at young Latinos, the company targeted the rapidly growing demographic and became a bicultural alternative to Spanish- language networks such as Univision and Telemundo. In April 2004, Sí TV secured more than $60 million in financing from a large group of pay TV distributors and several private equity investors, including Time Warner, EchoStar Communications and DND Equity Partners. In 2014, SiTV Media acquired Fuse for $226 million and merged the brands. VP Marketing, 2002-2004

Led brand strategy.

Launched the on-air, online and print brands

o Results: The Brothers Garcia made history with the first English language all Latino cast, producers and directors. The series won ALMA and Imagen awards for Best Children’s Non-Animated programming and Outstanding Supporting Actress. Launched nationally on DISH Network and reached 7 million subscribers in only 3 months.

Development and deals.

o Results: Worked with senior leadership to secure profile-enhancing deals and partnerships that sustained the company during the post-launch period. Grew business to 33 million under the NuvoTV brand.

Univision / TuTV

Univision Communications owns and operates 23 stations, has 38 affiliate stations and a variety of media entities targeting Hispanic Americans. Products include telenovelas and other drama series, sports, sitcoms, reality and variety series, news programming, and imported Spanish- language feature films. Univision is headquartered in Manhattan with major studios and production facilities near Miami. Univision is available on cable and satellite television throughout most of the United States, with local stations in over 60 markets. Local newscasts carried by the network's owned-and-operated stations are equally competitive by ratings with their English language counterparts.

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VP Marketing, TuTv, Univision, 2001-2002

Led marketing and branding for joint venture of Televisa/Univision. Oversaw delivery of five of the most powerful network brands to new customers and through new satellite channels.

Masterminded the launch of the unprecedented joint venture of the two largest Latino entertainment conglomerates, developing a distinctive bilingual brand with a results- oriented collaborative approach.

Developed a successful program of live-lead generation for key strategic partners including major advertisers.

Delivered new channels including De Película, De Película Clásico, Telehit, Ritmoson, and Bandamax.


Universal Pictures (Universal Studios or Universal) is owned by Comcast through the Universal Filmed Entertainment Group division of its wholly owned subsidiary NBCUniversal. Founded in 1912, the company it is the oldest surviving film studio in the United States with revenues in excess of 240 billion. Creative Director / Sr. Manager of Corporate Branding 1995-2001 Directed global revamp of the Universal brand and CGI logo that set the standard for over 15 years. Led creative and production related to the rebranding across all media platforms, including the web, corporate communications, broadcast production, ads signage.

Corporate rebranding. Managed the $10 million campaign to redefine the corporate image. o Results: The 3-dimensional, CGI rotating world and banner logo remained for over fifteen years as an enduring corporate icon. The original symphonic soundtrack also set the standard in audiovisual branding.

Corporate identity training.

o Results: Trained worldwide division heads on corporate identity standards.

Project management.

o Results: Maintained consistent returns on advertising while reducing corporate identity and brand marketing expenditures 40% annually. Honors and Awards (Selected)

2017 American Advertising Federation ADDY Awards

•GOLD AWARD: Riviana Magazine Advertising Minute Ready-to-Serve “Men’s Ad”

•GOLD AWARD: Riviana Magazine Advertising Minute Ready-to-Serve “Bettergram Ad”


•GOLD AWARD: Waste Management, Inc. Card, Invitation or Announcement Phoenix Open

•SILVER AWARD: The Company Integrated Brand Identity Campaign

•Citation of Excellence: Waste Management Regional/National Television Campaign “Bin-to-Bin”

•Citation of Excellence: SunShare Regional/National Integrated Campaign; Consumer “Dr. Solis”

•Citation of Excellence: SunShare Internet Commercial Campaign “Dr. Solis” Campaign 2017 AMA Crystal Awards

•Crystal Award: SunShare Newspaper Single “Dr. Solis” Campaign 2016 Best In Biz Awards

•GOLD AWARD: Waste Management, Inc. Advertising Campaign of the Year “Bin-to-Bin” B E T T Y GOWER 7 1 3 - 3 0 4 - 7 7 6 6

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2016 BMA Lantern Awards

•LANTERN AWARD: Waste Management, Inc. TV Commercial “Bin-to-Bin” Campaign

•LANTERN AWARD: Waste Management, Inc. Radio Commercial “Bin-to-Bin” Campaign 2016 American Advertising Federation ADDY Awards

•GOLD AWARD: Waste Management, Inc. Regional/National Television Commercial Campaign

Waste Management “Bin-to-Bin” Campaign

•SILVER AWARD: Waste Management, Inc. Direct Mail 3-D/Mixed (B-to-B) Waste Management Phoenix Open “Teaser Direct Mail” Çampaign

•SILVER AWARD: Waste Management, Inc. Regional/National Television Commercial Bin-to- Bin TV: “Ride”

•SILVER AWARD: Waste Management, Inc. Motion Graphics, Animation or Special Effects Waste Management Bin-to-Bin Campaign

•Citation Of Excellence: Waste Management, Inc. Regional/National Television Commercial Bin-to-Bin TV: “Yum”: 15x

•Citation Of Excellence: Windstream Integrated Advertising Campaign Regional/National B-to- B Windstream 2015 Campaign

2016 AMA Houston Crystal Awards

•BEST TV CAMPAIGN: Waste Management, Inc. “Bin-to-Bin” TV Campaign 2015 Telly Awards

•SILVER: Waste Management, Inc. Regional/National Television Commercial B2C Campaign

“Bin-to-Bin” Campaign

•SILVER: Waste Management, Inc. “Bin-to-Bin” Campaign Use of Humor; “Yum” 2015 Best in Biz Awards

•SILVER: The Company of Others Advertising/Marketing Agency of the Year

•SILVER: Windstream Marketing Campaign of the Year2014- The Thrive Campaign at Kaiser has won multiple Gold Healthcare Public Relations and Marketing Association Awards. Other Notable Awards

2005 40 under 40: Recognized by San Fernando Valley Business Journal as industry leader 2005 Promax Gold Award (Daypart Packing Campaign)

2005 Promax Silver Award (ID Campaign)

2005 BDA Gold Awards (3) and Bronze Award (1)

2004 National Association for Multi-Ethnicity in Communications (NAMIC) Fellowship 1999 Creative Excellence (Art Direction of “It’s a Big Universe: Where Do You Fit In?”) 1999 Dasker Award (Production of “It’s a Big Universe: Where Do You Fit In?”) B E T T Y GOWER 7 1 3 - 3 0 4 - 7 7 6 6

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Events and Showcases

2017 American College of Emergency Physicians National Conference – Alteon 2012 Digital Hollywood, Hispanic Media and Entertainment Summit (Chair) 2011 MiTú, NewFront, New York (co-produced)

2009 Telemundo Upfront, Los Angeles, Miami and Chicago (produced) 2008 Telemundo Upfront, Los Angeles, Miami and Chicago (produced) 2007 Telemundo Upfront, Los Angeles, Miami and Chicago (produced) 2006 Telemundo Upfront, Los Angeles, Miami and Chicago (produced) 2005 Telemundo Upfront, Los Angeles, Miami and Chicago (produced) 2004 Sí TV Upfront, New York City (produced)

2003 Sí TV Upfront, New York City (produced)


BA, Global Economics, University of California, Los Angeles BA, International Politics, University of California, Los Angeles, Minor, Mathematics Fellowship Harvard Executive Business Program


Spanish, Italian, English

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