Marketing Social Media

Julio E. Silva

* (***) *** – **** / ******@*.************.*** / LinkedIn - Twitter

SOCIAL MEDIA CONSULTING – MEDIA MEASUREMENT – MARKETING ANALYTICS

Seasoned Marketing Consultant, with vast experience conducting strategic and tactical social media and online initiatives

within the Global Enterprise Mainframe at Fortune 100 firms. A high-level marketing strategist and brand reputation

management, with expertise handling online crisis management. A demonstrated ability to conduct big-data analytics and

comprise findings in executive decks and actionable items that drive marketing strategy, provides directional insights, and

generate social media revenue. Experience developing highly customized social media measurement indices that connect

unique organizational social media KPIs' performance with tangible metrics. Vast experience conducting social media

community exploration, assessment of key opinion leaders and measurement of success parameters within social media

ecosystems. Native Spanish speaker, fluent in English and Portuguese.

Skills: Social Media Analytics Reputation Management Social Media Sentiment Analysis Consumer Insight

Integrated Communication Plans E-commerce Voice of the Consumer Tactical Marketing SEO

Consultative Selling Competitive & Marketing Intelligence Global Market Research Multi-Cultural Marketing

Social Media & Analytics Tools: Radian6 Sysomos Pro XLS User Brandwatch Hootsuite Nielsen BazaarVoice

PROFESSIONAL EXPERIENCE & ACHIEVEMENTS

January 11 – Present Washington, DC

Bank of America – Merrill Lynch – US Trust (NYSE:BAC) New York City, New York

Global Marketing & Corporate Affairs Remote - Satellite Office

Vice President – Enterprise Social Media

Senior Consultant – (Social & Online Analysis and Measurement)

Market Intelligence architect of social media practice for Bank of America's Global Wealth Management, Private

Banking and Investment Banking Units (Merrill Lynch, Merrill Edge and U.S. Trust). Unveiled strategic consumer

insights based on in-depth analysis of unstructured consumer-generated data.

Strategic Planner behind the Merrill Lynch Twitter Posting schedule; orchestrated the promotion of ML Webinars and

key note speakers on Twitter. Conducted ML Twitter handle's Analytics reporting and helped develop the brand’s

marketing and communications strategy on Twitter.

Advised senior corporate officials on matters ranging from real-time reporting of brand crises and corporate security

monitoring within social spaces to the development of marketing materials related to speaking engagements by top

corporate officials at high-profile events and for interviews with leading industry publications. Developed performance

metrics to measure the impact of such appearances.

Designed highly customized Social Media analytics dashboards quantifying the performance of the Portfol io of Brand's

Key Social Media Metrics. Conducted Intangible Scoring on topics such as Sentiment and Key Opinion Leaders

Bloggers. Audience of reports ranged from the CMO unit and Head of Marketing to Multicultural Brand Managers .

Acted as a thought leader concerning Social Media Industry trends, Online Communities and Upcoming Outlets.

Presented insights regularly in front of Governance, Head of Marketing, Directors and External Advertising Agencies.

Advised Corporate Brand Managers on issues of relevance and interest to their target audience, based on in-depth

analysis of that audience, and made recommendations that informed the development of published content aimed to

create and build the online and social media presence of top corporate officials.

Led the Social Media Taskforce responsible for analyzing and reporting on social media events during the 2011 Occupy

Wall Street movement and the latest US Housing Crisis; primary responsibilities included brand reputation

management, brand health analysis, executive monitoring and corporate security reporting, among others.

April 12 – March 13 Dallas, Texas

Hilton Worldwide (NYSE: HLT)

Global Marketing - eCommerce Operations (Social Media & Mobile Marketing)

Global Strategy Leader for Hilton’s 2013 Executive Marketing Plan - Social Media & Communications Manager

Acted as an executive liaison and led a multinational group of social media marketers from corporate offices in APAC,

EMEA and the Americas working on the development of the overarching 2013 tactical social media and mobile strategy

for Hilton Worldwide.

Designed and implemented advanced Social Media ROI models; results were obtained by collating unsolicited

consumer reviews within TripAdvisor, Facebook & Twitter and estimating their impact on booking results.

Developed the brand voice in Latin America for the Waldorf Astoria, Conrad Hotels, Hilton Hotels & Resorts,

Doubletree, Embassy Suites, Hilton Garden Inn, Hampton Inn, Homewood Suites & Home2Suites, as well as the

response parameters to commentary concerning the portfolio of hotels on social media review sites.

Developed Social Media Analytics Measurement & Reputation Management for 4K Hilton properties across the globe.

July 09 – January 11 Chicago, Illinois

Genpact (NYSE: G) Bangalore, India

Consumer Intelligence Manager – Central USA & Latin America

Market Research Architect for one of Coca-Cola’s top 2010 global demographic initiatives; its main objective was to

identify the unique characteristics of the 19 – 29 demographic bracket archetypes called ‘Impulsive Stars’. Key

outcomes were an understanding of its behavioral attitudes, aspirations, purchasing enablers and discretionary spending

patterns applied to its ‘Coke Zero’ & ‘Vitamin Water’ brands.

Generated Word Clouds, categorized Tweets and developed Hashtag strategy based on in-depth analysis of industry

related Tweets; project commissioned by Olympus America Inc. and its SLR and Pocket Camera divisions.

Conducted Social Media Profiling for Nokia’s Mobile Division, based on exploratory listening within Consumer

Generated Media (Twitter & Facebook), then categorized and prioritized opinionated & unsolicited brand mentions.

June 08 – July 09 Chicago, Illinois

Euromonitor International Santiago de Chile, Chile

International Marketing Consultant (Latin America) – Market & Consumer Intelligence

Developed an exhaustive market landscape mapping of the Turkish/Panamanian/British & USA flatbread market,

including information related to market sizing & product types and local consumer preferences and purchasing habits.

Presented a series of current condition Market Research Projects whose ultimate objectives were the alignment of Coca -

Cola Mexico Marketing activities to create a more disciplined B2B - B2C practice.

May 06 – June 08 Milwaukee, Wisconsin

U.S. Department of Commerce Phoenix, Arizona

[State of Wisconsin Department of Commerce] [Minority Business Development Agency (MBDA)]

Sr. Strategic Market Research Analyst (Competitive Intelligence)

Execution of a Tequila Market Feasibility Study; the project was to evaluate the commercial potential of the product in

the southern USA. This research study included an exhaustive research of consumer habits and ethnic usage.

April 04 – May 06 Shenzhen, China

Netac Technology Co., Ltd. - USB Mobile Storage Unit Quito, Ecuador

Business Insights Analyst – Latin America

Conducted market sizing and trend analysis for the USB Data Storage Peripherals Market in Ecuador, Colombia and

Peru. The study provided original market size data and industry perspective of forecast trends and developments.

ADDITIONAL EXPERIENCE

May 09 – Present

Diario El Tiempo de Bogotá / Information Week de Mexico Bogotá, Colombia

Business Columnist - Speaker (Marketing & Global Commerce) Mexico City, Mexico

Guest speaker at the 2013 Online Marketing Day in Colombia on the topic, "Listening and Measurement within a Multi-

channel and Multi-device Context". Current speaking engagement invitations include the 2013 Social Media & Web

Analytics Summit and the 2014 Online Marketing Day in Argentina.

Responsible for weekly columns dedicated to Strategic Marketing & International Business. Main audience: CEOs,

CFOs and Chief Information Officers from Latin American Companies.

EDUCATION

Northwestern University Universidad San Francisco de Quito (USFQ)

Evanston & Chicago, IL Quito, Ecuador

Post-baccalaureate Certificate Program B.A. Business Administration

Global Business & Strategic Marketing, 2010 Minor in Economics & Marketing

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