Anne Davie

Houston, TX 239-***-**** ad2vw3@r.postjobfree.com LinkedIn

SENIOR LEADER, GROUP ACCOUNT DIRECTOR

Executive Client Partner, Advertising & Marketing Communications

Multicultural Marketing Authority Creative Campaign Leadership Business Growth & Transformation Expert

Award-winning senior leader in advertising and marketing communications with 20+ years of experience building brands and nurturing client relationships globally, spanning retail, luxury, apparel, beauty, healthcare, financial services, and CPG sectors. Renowned for analytics-based storytelling approach. Excels at developing integrated marketing campaigns with strong digital emphasis. Trusted

C-suite advisor and ANA AIMM strategy contributor who drives brand relevance and impact through research-backed insights.

Strategic Leadership & Business Growth

Established vital retail pillar, catalyzing major shift in CPG and retail accounts and elevating business portfolio to represent 70% of agency’s overall business. Led transformative campaign for El Palacio de Hierro, achieving 20% sales increase and Outstanding Campaign recognition.

Digital Innovation & Client Engagement

Innovated digital channels for multiple agencies, enhancing consumer response rates. Transformed client market strategy by identifying new segments, increasing Hispanic audience spend from 3% to 19%, and outperforming general market in ROAS.

Team Leadership & Empowerment

Championed DEI and gender equity in leadership at Terán\TBWA, leading agency's 20\20 initiative. Built 30-member international team from ground up for Griffin Bacal, driving agency competitiveness and attractiveness for acquisition.

Core Competencies

Strategic Brand Development Digital Marketing & Innovation Creative Campaign Direction Multicultural Campaign Management Hispanic Marketing Client Relationships Efficient P&L Team Leadership & Talent Development DEI Advocacy Data-Driven Decision Making C-Suite Advisor Insight-Driven Research & Analysis Public Speaking & Presentations Invited Judge for the Effies

PROFESSIONAL EXPERIENCE

Lopez Negrete Communications Houston, TX 2015 – 2023

Award-winning full-service agency offering thought leadership and full range of marketing, advertising, and communications services

EXECUTIVE GROUP ACCOUNT DIRECTOR

As group client service leader and primary C-suite contact for major clients, directed significant transformation across key accounts including Walmart, Unilever, and Bank of America, overseeing $60M in media billings with direct impact on $10M in agency profit. Managed multi-disciplinary team of 30+, garnering national awards and setting new benchmarks in multicultural marketing. Worked closely with SVP of Sales & Strategic Planning to develop annual marketing plan.

●Instrumental in establishing retail pillar within agency, leading to significant CPG and retail business wins. Grew business portfolio to handle 70% of agency’s business.

●Drove 30% increase in agency’s AGI from 2021 to 2023 through strategic P&L management, team restructuring, and process optimization to align with client needs.

●Oversaw creative development of 20+ integrated annual campaigns, enhancing brand affinity, advocacy, and profitability. Recognized for delivering impactful creative that resonated deeply with Hispanic audience.

●Created secondary audience performance by identifying new segments, leading to clients increasing Hispanic audience spend from 3% to 19%; achieved higher ROAS for Hispanic audience compared to general market.

●Developed strategies targeting young Hispanic demographic, leveraging proprietary research for insights. Proficient in crafting holistic campaign ecosystems and customer journeys, collaborating with data analytics teams for optimized digital initiatives.

●Managed end-to-end production across various channels including broadcast, radio, digital, mobile, and social.

Achieved multiple national awards, including David Ogilvy Award and Mosaic National Excellence Award.

●Actively led and contributed to business pitches, securing major accounts such as General Mills, among others.

Conducted 5 major pitches in last year alone, showcasing strategic vision and innovative solutions.

●Invited to present case studies on national stage at AIMM (P&G offices) and Unilever's Polycultural North America Marketing Forum, highlighting contributions to multicultural marketing and industry innovation.

Terán\TBWA Mexico City, Mexico 2010 – 2015

Branch of advertising agency, TBWA Worldwide, known for bringing life to disruptive branding ideas across media arts landscape

EXECUTIVE DIRECTOR

Ran multiple brand and product campaigns simultaneously, integrating digital media with traditional channels and propelling clients to forefront of industry trends. Set and achieved financial goals, managing P&L and SOW with astute budget proposals and media mixes, navigating economic challenges effectively. Mentored cross-disciplinary team and led international fashion and beauty productions.

Engineered transformative campaign for luxury retailer, El Palacio de Hierro, targeting rejuvenation of its brand image and consumer base expansion; orchestrated multi-faceted, multi-channel campaign featuring high-end actors and models such as Carmen Dell’Orefice and Isabeli Fontana, gaining experience in talent management and e-commerce.

oTapped into unexplored market segments, broadening target demographic to include young women and men.

oBrand revitalization led to acceptance by luxury entities like Prada and culminated in 20% sales increase in 2015.

oNamed by Adlatina.com as brand with Most Outstanding Campaign in Mexico in December 2014.

oEffie Awards finalist in 2012 for relaunch of PH branded store credit card.

●Cultivated energized, positive, and inclusive work environment focused on DEI, nurturing culture of creativity and inclusivity.

●Agency team leader for TBWA global project, ‘Take the Lead 20\20’ Initiative aimed at increasing female leadership by 20% by 2020. Contributions were especially impactful in empowering women in Mexican advertising industry.

Worldwide Mediacom México 2008 – 2010

Division of Starcom Mediavest Group

VICE PRESIDENT, COMMUNICATIONS DIRECTOR

Led transformative era in communication planning, particularly for key clients like Coca-Cola Mexico. Initiated and implemented disruptive approach to planning that has since become cornerstone of agency's planning model.

●Implemented approach centered on blending multi-disciplinary teams, including media and creative agencies, to foster enhanced cross-discipline thinking, leading to more impactful outcomes and improved ROI for clients.

●Managed and mentored team of 30, nurturing strategic thinking and openness to innovation. Organized and led 3-day offsite brainstorming session for younger brands like Fanta, which significantly enhanced team collaboration and understanding.

●Worked in close collaboration with Coca-Cola Integrated Marketing Communication (IMC) team to develop 360-degree integrated planning strategies, ensuring alignment and cohesion in communication efforts.

●Garnered accolades from parent brand, Starcom, for innovative planning that set stage for future organizational changes.

RWA Group México 2006 – 2008

Forefront agency specializing in online experiential platforms

MANAGING DIRECTOR

Steered organization through transformative phase, focusing on aligning brand strategies with emerging digital technologies and niche audience engagement. Pioneered engaging online games and digital campaigns tailored to brands' audiences, effectively aligning these brands with technology and innovation. Key clients: Ford Mexico, Nestle, Aegon, Accor Services, I-Mobile Cell Phones, Dave & Busters.

●Spearheaded project-based digital campaigns, introducing innovative media tactics to elevate consumer response rates; adeptly blended digital channels with experiential events to support impactful lower-funnel campaigns.

●Empowered teams to envision and realize transformative, customer-centric solutions. Leadership instrumental in driving growth, differentiation, and loyalty, contributing to organizational renewal and expansion.

●Played critical role driving projects that won accolades, including 2006 and 2007 Painini Awards for Ford Mexico, recognizing excellence in digital innovation and campaign management.

Earlier Experience includes:

Managing Director, Business Development at Griffin Bacal DDB Joint Venture, New York City / Mexico

Elevated from Account Director at New York office to establish and lead Griffin Bacal's presence in Mexico, shaping agency to resonate with brand ethos integral to acquisition by DDB. Leadership yielded 6 years of sustained profitability and robust growth.

●Implemented process, structure, and built 30-member team, successfully positioning agency as formidable competitor in Mexican market and culminating in significant acquisition of business from leading local agency.

●Pivotal in securing media planning and buying responsibilities for 80% of company’s extensive brand portfolio, demonstrating exceptional market capture and client retention abilities. Key accounts included: Hasbro Mexico, Sharp Mexico, and Ethan Allen

Communications Director at Weight Watchers, Mexico City, Mexico

Revitalized this longstanding brand, achieving 20% expansion of customer base in 2 years by targeting younger demographic and integrating deep market research on Hispanic market dynamics and nutrition education.

KEY RECOGNITIONS

Hispanic Marketing Council Strategic Marketing Award, Gold (2023) - Walmart “Holiday House”

Mosaic Excellence Award (2023) - Walmart “Holiday House”

Effie Finalist (2023) - Mattress Firm “Hablemos de tu Descanso”

David Ogilvy Awards, Multiple Categories (2022)

Walmart’s “Together Somos Mas,” Gold in Retail and Gold in Multicultural categories

Mattress Firm "Hablemos de tu Descanso,” Silver in Retail category

David Ogilvy Awards, Silver in Multicultural Category in Research/Creative (2019)

and AAF Mosaic Awards – Media Image Award Innovation in Storytelling

Walmart World Cup “A Unifying Beat” campaign and Walmart OGP World Cup campaign

SPEAKING ENGAGEMENTS

Unilever Polycultural Forum, NA Marketing (Sept 2023)

AIMM for ANA at P&G (Feb 2019)

Insights Mining for McCormick (May 2018)

Insights Mining for Post Cereal (Sept 2017)

EDUCATION

Bachelor of Arts (B.A.) in Languages & World Literature, Loyola College, Baltimore, USA

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