AIDA ROMAN

Innovative Multicultural Creative & Diversity and Inclusion Professional

I am an accomplished and results-oriented creative professional with a rich background in marketing, advertising, and content development. My expertise lies in enhancing brand presence across diverse target audiences through strategic and culturally insightful initiatives. Recognized for spearheading critical marketing integration projects, I thrive on leveraging cultural insights to position brands for success in the new multicultural landscape.

With a proven track record of developing successful and innovative advertising and marketing campaigns, I have consistently improved brand visibility and increased revenue. My keen eye for detail and nuanced understanding of brand voice and messaging set me apart. As a skilled Creative Director, I excel as a strong conceptualizer and in leading teams of writers, designers, and artists to achieve challenging objectives.

I am an excellent communicator, problem solver, and detail-oriented manager, proficient in business operations and understanding customer needs. My experience executing marketing strategies to engage target audiences has driven significant results for the brands I have worked with.

• Boosted Hispanic sales volume at Home Depot stores across the US by identifying the need to implement Spanish marketing collateral and Hispanic-inspired paint color palette to current offerings.
• Launched 'Colores Orígenes' as a pilot program in 75 stores; the initiative was ultimately adopted in their 22,000 U.S. locations.
• Earned Home Depot CEO recognition as 'Product Innovation of the Year.' 4931518641491
• Guided efforts from choosing brand name and new color palette names, to the development and deployment of a successful advertising campaign.
• Notable achievements include several prestigious awards and record-breaking results, such as the Zundora Collagen Gel launch, which sold out faster than any previous product in company history.
• Presented and led the creative pitch to win and manage the $10M Tecate Beer account.
• Controlled PR damage resulting from #AdiosStarbucks viral social media campaign's, as a result of 'Bad Hombres' rhetoric, which lead to a 9% decline in Starbucks Mexico sales in Q1. We executed a counteracting social media campaign emphasizing Starbucks' deep roots in Mexican soil as a company owned and operated entirely by Mexican people. These efforts contributed to a 9.1% sales growth and net utility of 22.9% by the end of Q3.
• Increased Hispanic market penetration for Jack in the Box and Southern California Honda Dealers by creating robust Spanish-based marketing campaigns, adapting English-based campaigns into Spanish, and strengthening branding throughout the Hispanic segment.
• Surpassed Mission Food's forecast and previous product launch sales results by spearheading the Gorditas Guerrero (stuffed tortilla) TV commercial. The campaign mocked macho culture by showcasing men doing household chores traditionally done by women, with Pedro Infante's song '¿Qué te ha dado esa mujer?' (What has that woman done to bewitch you?) in the background.

• Cannes Lions
• New York Festival
• Clio
• D&AD
• ADDY
• Círculo Creativo México
• Ojo de Iberoamérica
• Lüzer's Archive Feature
• MarCom