MARIANA

WARFIELD

Los Angeles, CA

E: acyq1v@r.postjobfree.com

T: 561-***-****

• Developing and managing the NY Mobile team (2 mobile planners, 2 junior planners, 1 intern).

• Supervising Mobile Media Strategy, Tactical Planning, Performance Analysis and Project Management across all NY based clients (CPG, Entertainment and Banking focused).

• Identifying appropriate technologies to deploy successful mobile media campaigns

(app tracking, ad serving, etc).

• Partnering with all media departments and client partners to enhance media con- vergance through mobile executions.

• Developing Mobile 101 programs to ensure mobile education across the organization.

• Built expertise accross the entire marketing funnel, including branding efforts, app distribution, acquisition and proximity tactics.

• Ensuring efficient pricing across all media purchased, overseeing team negotiations and identifying areas of opportunity for larger advertising deals. Associate Director, Mobile Strategy at Horizon Media, Inc. New York, U.S.A. (Jan 2013–Jan 2014). Mobile Strategy lead at Horizon Media New York.

• Leading digital media strategy for Mondelez/Kraft brands: Trident, Dentyne, Stride, identifying adequate digital channels and media spend.

• Collaborating with Brand Strategy teams and other client partners (PR, Cre- ative), adding digital insight and recommendations for cross-channel integrated cam- paigns.

• Supervising digital planning and activation across disciplines (display, social, mo- bile, search), providing campaign briefs, devising measurement strategy and overseeing performance analysis.

• Educating teams on Digital Media, coordinating training sessions and keeping them abreast of latest trends and technologies.

• Other accounts handled: Google, Halls, Green & Black’s,Swedish Fish, Sour Patch Kids, Toblerone, A&E, ION Television Networks, WhiteWave International Delight. Associate Director, Digital Strategy at Horizon Media, Inc. New York, U.S.A. (Oct 2008

– Dec 2012). Digital lead within the Kraft/Mondelez Brand Strategy team.

• Supervising 2 media planners, overseeing digital media planning, execution and per- formance analysis for GM brands.

• Partnering with creative teams to effectivly translate client objectives into relevant digital creative executions.

• Member of the Learning & Development Committee, driving digital media education accross the organization.

• Other accounts handled: Nintendo, Take2, Fubo, Efax, Sega, Johnson & Johnson, Random House Mondadori, Diesel, Chupa Chups.

Digital Account Supervisor at Netthink Carat (Aegis Media Group). Madrid, Spain (Jan 2006-Jul 2008). Digital Media Planning lead for General Motors (Saab, Opel and Chevro- Digital Communications Specialist

with 10+ years’ experience within

US, LatAm and European markets

Digital and Mobile Brand Strategy,

Digital Media Planning, Consumer

Research, Campaign Performance

Analysis, Audience Architechture,

Account/Project Management, Client

Relationships, Team Building

Languages, IT Skills & Other

Bilingual in English & Spanish

MAC OSX, MS Windows/Office and

Adobe products iterate

Advanced knowledge of digital

research, planning, reporting and

trafficking tools

Six Sigma Yellow Belt Certified

WPP Global Client Leader trainee

• Integrated communications planning with digital focus. Defining communication tasks and role of channels (paid, owned, earned), including target analysis and measure- ment approach.

• Working with multidisciplinary teams (account, creative, media) to bring innovation and ensure campaign concept and execution responds to strategic framework defined.

• Content strategy development with focus on editorial production and distribution, identifying and negotiating relationships with key vendors.

• Establishing and monitoring annual joint business plans with Google and Face- book providing incremental regional value beyond media, including brand strategy and creative workshops, measurement and innovation opportunities as well as digital training

• Supervising development and execution of digital media plans across all touch points (primarily social, video and programmatic).

• Agency network management, indentifying new revenue streams, defining scope, op- timizing processes and collaborating with local agencies across Latin America to ensure digital agenda and best practices are executed.

• Defining integrated measurement approach and audience data architecture fundamentals, including dashboard development for automated real time reporting to influence strategies and in campaign optimization. Director, Digital Strategy at Red Fuse Communications. New York, U.S.A. (Jan 2014– July 2016). Digital Strategy lead for all Colgate brands accross Latin America. Bachelor of Arts (BA) in European Business, Universidad Pontificia de Comillas (ICADE) and Dublin City University (DCU). Major in Marketing (Sept 2001-Jun 2005)

• Internships: Financial Analyst at Marco Polo Investments S.C.R; Corporate Finance & Investment Banking Intern at PricewaterhouseCoopers; Accountant at L4 VIAJES; MAN MOTOREN GmbH

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