Hi, I’m
Alex Garcia
Helping Good Companies Become Greater. Entertainment Business Leader.
Santa Monica,CA
Summary
Innovative, integrative, and inventive; entertainment industry professional who has held senior executive roles for global entertainment companies. Executes and oversees product, marketing, and business strategies, assisting both B2B and B2C businesses in growing and succeeding.
Overview
11
years of professional experience
5
years of post-secondary education
Work History
Prime Stage ConsultingSanta Monica, CA
Private Consultant - Executive Listener
12.2020 - Current
Job overview
Commercial strategy advisor on high-level business strategy at every touchpoint to reach and engage more customers. I help businesses find their voice and increase revenue by elevating the customer experience and increasing customer lifetime value.
Entravision CommunicationsLos Angeles, CA
EVP of Content and Business Development
09.2018 - 12.2020
Job overview
Led 300+ strong team in content, marketing, and research; leading the way through data, insights and customer advocacy. Managed and launched new TV, radio, and podcast content, as well as marketing, editorial, and other B2B and B2B content and products.
- Led negotiations content and distribution agreements with The NFL, Univision, Telemundo, and other companies netting $1.3 million year 1.
- Grew revenues to $150 million through strategic partnerships and cost-saving initiatives that addressed long-standing problems.
- Led 300+ employees, overseeing hiring, training, and professional growth of employees.
- Exceeded goals through effective task prioritization and great work ethic for a failing division.
Sony Pictures EntertainmentCulver City, CA
Director of Digital Distribution
01.2016 - 09.2018
Job overview
The managing director for digital video, VOD, electronic sales, and physical licenses for LATAM, including Apple, Amazon, Microsoft, Google, and TV cable operators.
- Led SPE Home Entertainment regional strategy for tent-pole theatrical films like "Spider-Man: Homecoming" and other franchises, as well as TV series.
- Led deal analysis and negotiations for the region for 30+ partnerships.
- Grew the regional business by 10 percent YOY with promotions, marketing, and P&L management.
- Managed prices, product lifecycles, promotions, and marketing.
Rdio, IncSan Francisco, CA
Senior Marketing Director - Streaming Music
01.2015 - 01.2016
Job overview
Owned the company's LATAM & US Hispanic business development and marketing team & strategy.
- Implemented marketing and business development programs to grow customer base by 230 percent in 1 year.
- Lead the company's first carrier billing integration with AT&T, which led to 15.6 million more leads in LATAM, or Latin America.
- Performed on-platform merchandising, development, and original content.
- Led partners, record labels, and artist relationships.
Universal Music GroupSanta Monica, CA
Digital Account Executive
01.2011 - 01.2015
Job overview
Managed Sirius XM, RDIO, Spotify, Apple, and other digital music partners.
- Exceeded sales goals for digital accounts by over 17 percent thru promotions and talent partnerships.
- Influenced partners to market and feature new and old catalog releases for domestic markets.
- Worked with cross-functional teams to come up with ideas for promotional and marketing campaigns and then put them into action.
Education
San Diego State UniversitySan Diego, CA
Bachelor of Arts from Communications
08.1996 - 03.2001
University Overview
Research interests: mass communications, marketing, advertising, psychology, and organizational leadership.
Skills & Qualifications
- Product Management: lifecycle management, sales promotions, quality control,
- Team Management: clarity, effective communication, organization, ability to delegate, openness, problem-solving, decision-making, self-management, self-awareness, social awareness, relationship management, and empathy.
- Marketing: Hard skills: writing, copywriting, analytics, and data analysis.
- 360° omni-channel and multi-channel marketing campaign design, management, and execution.
- Digital MarketingGrowth Marketing, Performance, SEO, SEM, metadata creation and preservation, mass communication, and promotions
- Paid Marketing: Google ads, YouTube ads, TikTok ads, Instagram ads, Facebook ads, etc.
- Organic Social Media: engagement, curation, storytelling, agency management, PR, and campaign management
- Music Industry Business Working Proficiency: streaming, DTO, promotions, artist-led, label relations, and talent relations.
- Music Industry Deal Analysis and NegotiatiRecord Agreements, Music Licenses, Marketing and Promotions, Artist Management, Merchandise Agreements, Personal Appearance Deals, Joint Production and Cooperation, Musical Intellectual Property, Copyright Transfer, Agency Agreements, Exclusive Agency, NDAs, and Synch Licensing Deals
- TV & Film Business Working Proficiency: content licensing, content strategy, content acquisition, rights management, window management, title comparison analysis, theatrical rights, home entertainment rights, Pay-TV rights, Free-TV rights, and industry terminology
- TV & Film Creative Development: Pitching, collaboration with writers, generating plots and screenplays, leading creative, production, and post-production teams.
- TV & Film Deal Analysis and Negotiation: Outright, First-Look, Life, Option, Writer, PFD, Negative Pick-up, RAS, Sales Agent, Distribution, Output, and Co-production Deals
- Operations: Planning, P&L Management, Cost Analysis, Operations, Legal, Marketing, Sales, Internal Communications
- Finance: Forecasting, P&L management, price management and financial Analysis
Language mastery
English: Native or Bilingual Proficiency Spanish: Native or Bilingual Proficiency Portuguese: Professional Working Proficiency Italian: Professional Working Proficiency French: Limited Working Proficiency.
Productivity Software
MS Office Suite: Excel, Word, and PowerPoint
Mac OS: Numbers, Pages, and Keynote
Software: Zoom, Adobe Acrobat, Final Draft, Arc Studio Pro
SaaS: Microsoft 365, Salesforce, Monday, G-Suite, Slack, Canva, Box, Asana, Calendly, Notion and Dropbox
Operating Systems: Windows, MAC OS
Work Eligibility
United States of America, EU Member States, EFTA States, and United Mexican States
Timeline
Private Consultant - Executive Listener
Prime Stage Consulting
12.2020 - Current
EVP of Content and Business Development
Entravision Communications
09.2018 - 12.2020
Director of Digital Distribution
Sony Pictures Entertainment
01.2016 - 09.2018
Senior Marketing Director - Streaming Music
Rdio, Inc
01.2015 - 01.2016
Digital Account Executive
Universal Music Group
01.2011 - 01.2015
San Diego State University
Bachelor of Arts from Communications
08.1996 - 03.2001
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