Marketing Director

Laura Hernandez

(M) 210-***-**** • ********@******.***

Austin, Texas

Executive Summary

Seasoned Marketing, Advertising and Communications professional with expertise in utilizing emerging and social media to maximize results. Highly skilled at thought leadership, strategy development, analysis and project management. Professional Credentials

Marketing Strategy Public Policy Communications Advertising and Media Development New Media/Social Strategy Analytic Evaluation Budget and Financial Accountability Experience

Pescador Public Strategies LLC November 2016 – Present Managing Partner

Develop ethnic communication and message strategies for democratic candidates, party and progressive causes. Apply over 30 years of brand marketing and advertising experience to Hispanic, African American, Asian, LGBTQ and Disability segments to elect democrats to public office.

Impact Highlights:

• Increasing turnout by as much as 172% in some Congressional Districts among low propensity, Latino voters on behalf of Party Congressional Committee and leading Political Action Committees

• Utilize widely practiced strategies to engage and mobilize hard to reach Latino eligible voters SBC/AT&T – San Antonio, Dallas and Austin, TX September 1996 – November 2016 Executive Director – Market Management

Directed all marketing activities to ensure a unified branding image as well as coordination and consistency of media and sponsorship strategies across all AT&T business units targeting multicultural consumers. Partnered with regions and diversity leads to execute diversity strategies to drive business metrics and KPIs. Oversee the development of tools to measure and track campaign success.

Impact Highlights:

• Reversed negative net promoter score by 16 percentage points in key growth segments

• Maintained market share position despite aggressive competitive threats

• Achieved a 12% engagement rate for social campaigns exceeding norms of 2-3%

• Executed first-of-its-kind social campaigns including crowdsourcing and user generated content campaigns Executive Director – Public Affairs

Designed and managed advertising strategies supporting regulatory and legislative campaigns throughout AT&T’s 13 territories. Partnered with state External Affairs leadership team to further corporate level policy initiatives. Impact Highlights:

• Managed relationships with national non-profit organizations to advance Company initiatives

• Drove acceptance and support of key public policy issues to ensure Company success

• Developed political campaign style processes to respond to opposition and to communicate Company policies Director – Internet Access Advertising

Developed communication plans to drive AT&T Y! DSL purchase funnel metrics. Impact Highlights:

• Established process guidelines for joint marketing programs with Yahoo!

• Developed Member Marketing strategies designed to improve customer retention

• Established self as subject matter expert in emerging media and tactics Laura Hernandez page 2

Director – Direct Response Advertising

Reshaped and managed direct response efforts across all lines of business and all regions: strategic plans, execution, measurement and teams.

Impact Highlights:

• Lead the development of econometric models to measure true impact of direct response tactics

• Implemented database management and customer relationship guidelines – driving improved response rates for direct response tactics

• Established self as subject matter expert in direct media

• Streamlined production process, reducing cycle time and improving speed to market Associate Director, Advertising - Managed the execution of communication strategies for suite of products. Associate Director, Marketing – Managed the development of community, non-profit outreach plans. Cruz/Kravetz: Ideas – San Antonio, TX May 1992 – May 1996 Manage local in-store promotions for Kraft Foods and their family of products. Bromley Communications – San Antonio, TX June 1989 – March 1992 Develop Hispanic advertising and promotional strategies for blue chip clients including Coca-Cola, Burger King, American Airlines and Anheuser-Busch, Payless ShoeSource and Domino’s Pizza. EDUCATION

THE UNIVERSITY OF TEXAS AT AUSTIN

Bachelor of Science in Advertising with a minor in Marketing, 1989 PROFESSIONAL AWARDS

• Hispanic Corporate Achievers – Hispanic Association of Corporate Responsibility

• Internet Advertising Competition Award: Best Integrated Ad Campaign 2014 "Live Proud"

• PRO Award: Multicultural/Lifestyle Campaign - 2014 "Live Proud"

• Internet Advertising Competition Award: Best integrated ad campaign “Love is Changing History”

• ADDY Award in 2 categories: Best LGBTQ Campaign logo and video content 2013 “Live Proud”

• Silver Anvil Award: Best Multicultural PR for entire 2013 LGBTQ program

• Summit International Bronze Award: Public Service Multiple-media Campaign 2013 “Live Proud”

• PRism Award in 2 categories: Cause-Related Disabilities Marketing Campaign and Diversity Communications Program “Hacking Autism”

• “For People, For Us” AT&T ERG Award: LGBTQ Marketing Leadership

• Effie Award Recipient – Targeted social campaign – “Away We Happened”

• Ad Federation’s Mosaic Award – “Seeing Stars”

COMMUNITY EXPERIENCE

Leadership San Antonio – Class 24, Participant; Class 25, Steering Committee City of San Antonio – Convention & Visitors Bureau, January 2000 – March 2004 Child Advocates of San Antonio & Dallas, Board Member, January 2001 – October 2010 Smithsonian Latino Center, Board Member, October 2008 –May 2014 Austin Ad Federation, VP Diversity June 2013 – July 2015 Marcus Graham Project – Advisory Board 2010 – Present Texas Competes, Advisory Board February 2015 – Present Annie’s List – Board of Directors 2016- Present

Development Chair – 2017- Present

Board Chair Elect – 2019-2020

Board Chair - 2021

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