Ana Ceppi
Cos Cob,Connecticut
Summary
Global Marketing Leader
Accelerating business demand and growth by unlocking undervalued markets
Cross functional experienced leader (agency, client, media, thought leadership) focused on “ascending markets”. Most recently as the Global Client lead at WPP. At the helm of Verizon's through-the-line communications, my leadership oversees the creation of over 1300 new assets monthly, including high-profile campaigns (think Superbowl Beyonce) and strategic partnerships. With a robust focus on innovation (AI generative) and operational excellence, I steer the efforts of 250 team members across domestic and international markets, ensuring the seamless integration of our work into five specialty agencies… all in pursuit of brand equity and business conversions/growth.
I lead with a “growth minded and culturally elastic teams” that are data centric and keen on accomplishing insightful communications for businesses, brands, people and the industry. I spent time with Fortune 500 as an agency partner (Marriott, Intel, MasterCard, Kohler, RX and OTC); then as a client “intrapreneur” building business value via products, services, thought leadership, and go to markets @AMEX; @TelevisaUnivision and @NBCU.
Ana is most proud of building the teams of “futurists” and keen fact-based business sense for “ascending” markets and her agility to thrive in complexity to yield business profits. Currently focused on AI, multicultural consumers, sustainability, data attribution and their intersectionality. As a Strategic Advisor to @Finhabits, @HACE, @MediaVillage and in partnership with @ANA AIIM Ana creates visibility to diverse voices and wallets.
Overview
19
19
years of professional experience
Work History
Global Client Leader- Verizon Wireless; Value Brands; Verizon B2B, Verizon CSR; Verizon Home
WPP
New York, NY
01.2023 - Current
- Recruited to manage the Verizon account for Ogilvy, AQKA, Lacek, Hogarth, and WPP OpenAI.
- Prepared and presented reports on team performance, challenges, and achievements to senior management. Managed 250 people, P&L of 4 OpCos, domestic and international.
- Business produces more than 1,300 net new assets a month, including the Beyoncé Super Bowl ad, products, and promos: CX & Co-brands.
- Strategic Integrated Agency Leadership with IPG and Publicis, plus integration into seven specialty agencies. Impact: Innovation, Operational Excellence, and Go To Market and Business KPI Optimizations completed Quarterly.
- Adoption of AI for business transformation
Founder
Factivist, LLC
New York, NY
01.2020 - Current
- Developed and implemented strategic business plans to guide the startup from conception to operational success.
- Senior advisor to prior clients in Finserve, Healthcare, and CPG, with a focus on two ascending areas:
- Implemented customer feedback loops to gather insights and improve product and service offerings continually.
- Implemented strategic offerings to enhance company's suite of products and services. Focus area at the intersection of Gen Z, brand marketing, and sustainability.
- Growth markets (Hispanic and Black) as a business imperative/case and Brand Equity/Elasticity in the areas of Trust/AI
Strategic Advisor and Fractional Chief Marketing Officer
FinHabits
New York, NY
01.2018 - Current
- Company Overview: Largest digital only micro savings fintech by Latino for Latinos in the USA. Series B funding
- Largest digital only micro savings fintech by Latino for Latinos in the USA
- Analyzed industry trends and identified opportunities for growth and development.
- Researched and led investigations into various areas to drive brand equity, product, and CAC improvements, and to devise new processes.
- Provided executive-level guidance on long-term planning initiatives.
- Coached senior executives on effective communication techniques for better decision making.
Co-Developer and Co-Chair of Data Integrity multicultural track.
Association of National Advertisers- AIIM
New York, NY
01.2017 - Current
- The Advertising industry had a blind spot in how to onboard communications and accomplish fruitful ROI for Multicultural audiences
- Brands were uncertain on the multicultural best practices or what success could be in multicultural and inclusive spaces
- Following Marc Pritchard’s leadership, four leaders in this space went to establish new industry data benchmarks:
- The Value of Culture in Marketing and Programming
- There is no longer a question that representation, language and context drive Purchase Intent (by 3-5X)
- Impact: Brands have a clear measurement of the efficacy of their MC communications and their context
- The right attribution of ROI from Multicultural consumers
- Moving from probability-based metrics to actual ROI by ethnicity
- Impact: the MC wallet grew by 25%
- The development of actual wallet expenditures by media language consumed- a particularly prevalent myth with Hispanic consumers
- Impact: Proved the actual wallet of Hispanic Household by language, by brand by industry - established baselines for unmeasured industries
- References: Bob Liodice or Gilbert Davila
Senior Advisor, Multicultural and General Market
Edelman
New York, NY
01.2020 - 01.2022
- Recruited to expand the 'Floyd Forward' offering to be inclusive of the Hispanic market: from employee engagement, trust barometer, C-suite narrative, Gen Z Lab development, and brand insights that would work in earned media.
- Lead internal departments to create action plans for implementing changes to the Trust Barometer to be inclusive of all communities identified through research.
- Wrote, presented, and submitted reports on industry trends, prompting executives and client leaders to develop business plans. Specifically: Trust and Multicultural Audiences; Trust and Sustainability; Trust and Financial Services; Trust and Health for MC audiences.
- Developed and implemented strategies to take advantage of new sustainability and 'purpose' consumer opportunities for PepsiCo Pep+.
- Net New Business: Conversion of Breyers, Degree, Frito-Lay, PepsiCo, General Mills, AstraZeneca, T. Rowe Price, DoorDash, Starbucks, Telemundo, Walmart, Hello Alice, ESPN, Pfizer, AT&T, Verizon, BlackRock, AbbVie, among others.
Senior Vice President, Hispanic Business Strategy and Client Experiences
NBCuniversal
New York, NY
01.2017 - 01.2020
- Leveraged company's mission and vision statements to craft business strategies and boost revenue opportunities. Impact: Created reappraisal and monetized multicultural marketing.
- Provided organizational leadership and collaborated with executive partners to establish long-term goals, strategies and company policies. Recruited by Cesar Conde (NBC News Chairman) to lead internal and external go-to-market strategies and monetize NBCU, Telemundo, and multicultural GRPs. Impact: Year-over-year 7X organic revenue growth.
- Built business cases for direct-to-C-suite education in 10 categories and 150 brands. Impact: Secured co-branded content co-creation, yielding premium pricing.
- Created a platform and go-to-market strategy for Telemundo’s first World Cup in 2018. Impact: 360 assets “sold out”
- Net new measured business: $65 million in 2 years. Clients included Walmart, Target, P&G, GSK, Pepsi, Verizon, T-Mobile, AbbVie, GM, Ford, Janssen, J&J, and McDonald’s, among others.
Vice President, Business Development Healthcare and Financial Services
UNIVISION COMMUNICATIONS INC
New York, NY
01.2011 - 01.2017
- Given a mission to build healthcare and financial services practices inclusive of insights, marketing, and new product development
- Impact: Redefined the narrative for Hispanics in Health and in Finance
- Net new measured business: $45M
- Clients: Bank of America, American Express, Mastercard, Prudential, Mass Mutual, GSK, Pfizer, United Healthcare, Novartis, BCBS
- Women Leadership ERG: Founding member of Women’s Leadership council
- Reference: Roberto Ruiz or Sarah Squires
Vice President, Global Advertising and Brand Management
AMERICAN EXPRESS
New York, NY
01.2006 - 01.2011
- Led 360 global brand, product advertising, marketing, and positioning in 22 markets and 14 languages.
- Repositioned and re-launched the Amex brand and cards during the recession (Gold, Delta, Serve, Pre-Paid). Impact: Regained brand reputation, concierge lounges generated unprecedented acquisition (pre-paid and Blue Bird), and reversed declining brand attribution (Small Business Saturday).
- Unified through-the-line global communications under 'Realize the Potential' moving away from polarizing celebrities and elevating for 'people like me' attribute. Impact: 360 global brand cohesion, and 12 marketing and effectiveness awards.
- Spearheaded efforts to enhance product portfolio and customer centricity processes while maintaining quality assurance standards. Impact: Latino ERG leadership moved from a culture-only connector to a product formation (pre-paid product and Bluebird for Walmart).
Education
Master of Mass Communications - intersection of Marketing and Business, Psychology
Syracuse University SI Newhouse School of Public Communications
Skills
- Brand Building for Challenging Market
- C Level suite Strategic Advisor
- Growth (People, Brand and Products) Mindset
- Sales Enablement
- P&L Responsibilities
- Go To Market Innovator
- High Functioning Team Developer
- Global Strategic Influencer
Affiliations
Websites
Professional Development
Spanish (Native), American English, Latino ERG Founding Member: American Express, Univision, Edelman, Board Member: Hispanic Alliance for Career Enhancement; MeysBizNet (Media Village), Senior Advisory: FinHabits; Syracuse University Public Relations Coalition, 5 EFFIE’s (MasterCard Priceless; Intel Multiply; Amex Unrealized Potential), Crains Most Influential Latinos 2022, Imagen Powerful and Influencer Latinos In Entertainment 2019, She Runs It- Working Mother Of The Year 2016, Value of Money (Global), Benefit Valuation (Global Money), Healthcare Patient Journey (Affordable Care Act), Financial Acumen Building (TelevisaUnivision), Share of Hispanic Wallet in Español (NBCU), Trust and Sustainability for Multicultural (Edelman), The color of Money for Multicultural (Edelman), 2023 Hispanic Market Fact Pack- Right Sizing MC Budget Dilemma, 2022 Congressional Hispanic Caucus Institute – Latino Trust in Tech, 2022 LCDA Leadership Summit – Latino Trust in Boardrooms, 2022 General Mills Leadership Summit, 2022 Brand Innovators F1 Summit, 2021 We Are All Human Hispanic Leadership Summit, 2021 Yahoo News 11/30, 2021 Sirius XM 11/30 Contributor, 2021 InFocus Podcast 10/14, 2021 The Drum 9/29; 10/5; 11/30, 2020 Equality Lounge – Diversity at Ad Agencies, 2019 Telemundo Upfront Presenter, 2019 Citibank Global Leadership Summit, 2019 ANA Catalyst - Walmart HQ - Keynote, 2017 J&J Genius Conference - Keynote, 2017 CHPA Marketers Mix
Timeline
Global Client Leader- Verizon Wireless; Value Brands; Verizon B2B, Verizon CSR; Verizon Home
WPP
01.2023 - Current
Founder
Factivist, LLC
01.2020 - Current
Senior Advisor, Multicultural and General Market
Edelman
01.2020 - 01.2022
Strategic Advisor and Fractional Chief Marketing Officer
FinHabits
01.2018 - Current
Co-Developer and Co-Chair of Data Integrity multicultural track.
Association of National Advertisers- AIIM
01.2017 - Current
Senior Vice President, Hispanic Business Strategy and Client Experiences
NBCuniversal
01.2017 - 01.2020
Vice President, Business Development Healthcare and Financial Services
UNIVISION COMMUNICATIONS INC
01.2011 - 01.2017
Vice President, Global Advertising and Brand Management
AMERICAN EXPRESS
01.2006 - 01.2011
Master of Mass Communications - intersection of Marketing and Business, Psychology
Syracuse University SI Newhouse School of Public Communications
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