Ana Argüello-Garcia

Oversee and develop new business and marketing opportunities by strategically implementing insights from popular culture and trending news to pitch new and unique programs, activations, and partnership opportunities. Focused on growing Mind Body Social's revenue, identifying and developing new business opportunities, and expanding the brand nationwide. Currently overseeing new and existing client relationship management and sales, from pitching to onboarding to strategic development and executing planned programs.

Key Contributions:
• Launched the first Mind Body Social B2B newsletter providing health and wellness insights and trending topics to partners and potential partners.
• Develop strategic partnerships and collaborations with high-profile brands.
• Projected to drive $900k gross in 2024 from new projects

Led strategy for the agency's cash cow - McDonald's Hispanic Market account, overseeing planning, insights, ideation, and execution of consumer engagement initiatives nationwide. Drove account leadership and innovative thinking that contributed to client success while leading & mentoring a team of directors, account managers, and coordinators. Led four successful programs: Ritmo y Color, Partido Dorado, Spotlight Dorado, and McDonald's HACER.

• Mentored junior staff members on best practices for managing multiple accounts simultaneously while maintaining exceptional client service standards under tight deadlines.
• Led a team of account managers to successfully deliver high-quality campaigns for various clients, resulting in increased revenue and client retention.
• Pursued every opportunity to increase account revenue and diversify group revenue streams by continuously analyzing data and capitalizing on emerging trends.
  • Lead relationships with outside agency partners (creative, media, PR, etc.)
  • Oversaw budgets for three programs ranging between $6-$8 MIL each, overseeing roughly $30MIL+ in McDonald's campaigns.
  

Key Contributions:
• Managed execution of one of the most successful Hispanic campaigns of the year for McDonald's operators: "Partido Dorado," a one-day soccer game at Dignity Health Sports Park. Made up of Hispanic stars & retired soccer players, amongst others, coming together to play for LA communities for free. With over 65% attendance and a professionally produced soccer game, McDonald's corporate and owner-operators considered the event a success.
• Significantly improved team morale and team productivity by demonstrating leadership support and individually getting to know all of my team (their strengths and weaknesses) and making work adjustments based on those learnings.
• Launched the most successful HACER program to date, with the most participants, while utilizing the same funds as in previous years.

• Successfully launched the first Spotlight Dorado competition, helping to highlight the best up-and-coming Hispanic filmmakers.

• Managing footprint wide corporate plans, in addition to overseeing responsibilities under the RMM role
• Bridging the gap between corporate and regional initiatives by integrating improved processes to better align and empower individuals and regional teams
• Regional SME for Hispanic target audiences
• All divisions SPOC for the corporate Multicultural team
• Currently leading and implementing the following projects: Developing surprise and delight customer acquisition and retention strategies under the digital loyalty rewards program
• Revolutionizing customer experiences via experiential marketing; creating novel touchpoints and driving additional POS for retail and catering teams
• Projected initial incremental sales from singular campaign- $600k in first year
• Translating regional consumer insights into actionable tactics to inform content creation, resources and overall program spend
• Forming strategic brand building partnerships with national sports teams from conception and contractual agreements to execution with a laser focus on brand centric ideation and incremental consumer reach.
• Fostered [Number]% growth in [Type] revenue and $[Amount]+ in [Type] sales through development and implementation of innovative promotional and sales strategies.

• Created holistic digital marketing plans and annual playbook for a $10 million dollar revenue generating tech company
• Key Contributions: Initiated Affiliate Marketing program - both internally and externally
• Designed competitive performance-driven SEM campaigns
• Executed SEO playbook with monthly reporting to continuously optimize plans
• Established ad campaign development and roll out plans
• Created A/B testing for all social media platforms and email campaigns- lead a test and learn approach, optimizing ROI for all ad campaigns leading to an increase in website traffic and ad impressions by 100%.

• Lead regional customer centric marketing strategies for business defense plans, business opportunities, grand openings and sponsorship activations
• Work in tangent with media ad agencies to manage campaign media buying and planning; ~$13 million budget for all regional activities
• Collaborate cross functionally while reporting campaign metrics, sales results, optimization plans and new market opportunities
• Key Contributions: Co-led the groundwork for Publix's Multicultural Marketing Department; developing everything from the vision statement and core pillars to building immersive cultural educational programs designed to educate leadership and internal Marketing sub-departments
• Produced a corporate Multicultural Sponsorship Criteria with an end goal of achieving increased multicultural consumer penetration as well as improved brand loyalty amongst Hispanic and African-American segments
• Managed and executed FMI's 2019 National award-winning sponsorship - Mother's May Wellness - impacting communities across ten regions as part of a health and wellness effort to continue to build innovative experiential marketing campaigns
• Designed and implemented a regional Addy award-winning Hispanic Heritage Month campaign generating a 44% YoY sales increase on specific Hispanic assortments in-store.

• Prepared and presented ROI analysis of marketing campaigns and sales impacts to the executive team and prestigious clients such as Avianca, TAME, AA, and US Airways
• Prepared annual marketing, advertising and sales budget for the sales/marketing department
• Conducted extensive research to analyze competitors, determine brand perception, evaluate market penetration and understand customer needs in order to create strategic profit initiatives
• Key Contributions: Improved product inventory flow for Latin American hubs by 22% via accurate forecasting and replenishment models
• Created and delegated work plans for a team of 5, leading to a substantial boost in efficiency in marketing operations
• Developed and implemented an ongoing 'Issues and Solutions' project to boost the process flow for marketing/forecasting
• Increased on-board sales by 6% YoY through various quarterly strategic initiatives, i.e
• Revamping catalogue and holidays events
• Managed/controlled inventory for Latin American Airlines, decreasing out of stock inventory by 10%.

• Managed all media, marketing and PR materials for the brand in the Latin American Market with a focus in expanding brand awareness, brand activations and overall sales
• Spearheaded the creation of analytical reports for PR agencies to generate clear and concise communication of monthly target goals
• Built and maintained professional working relationships with three PR and media agencies in Mexico and Brazil to ensure consistent messaging and optimal brand awareness
• Key Contributions: Negotiated top ad and editorial positions within niche/luxury publications, positioning the brand among industry leaders such as Rolex, Chanel and Louis Vuitton
• Planned and executed high-end local and international events which translated into direct sales with clear objectives and high ROI
• Handled media buys for LatAm regions and managed a $3.3M marketing and media budget while overseeing the main markets of Brazil and México in Pesos and Reías
• Negotiated magazine covers and editorial coverage in ten plus high-end magazines throughout LatAm at zero cost and achieved 35% increased media coverage at discounted pricing while reducing overall costs by 14%
• Increased brand awareness by ~40% regionally
• Boosted brand exclusive story coverage by ~20% regionally by implementing accessible targets for media and PR agencies, and building strong rapport with industry leaders.

• Directed all aspects of financial management, ensuring 100% accuracy and maximized profitability
• Performed weekly and monthly analytics on email CTR along with promotional and ad impact to determine critical areas for further growth and improvements
• Conducted all marketing and promotional aspects specializing in social media, launching an engaging fashion blog and creating interactive content shared via social media and email newsletter with 2500+ followers
• Managed weekly website updates of inventory, marketing and promotional ads while collaborating closely with a web designer on SEO resulting in a 12% increase in traffic and a 3% boost in sales.

• Taught classes in alignment with learning objectives as outlined by the department and college
• Administered student performance evaluations dependent upon course rubric and deliverables
• Created and actively participated in online discussions, connecting classroom and online learning
• Cultivated a favorable psychological climate conducive to learning marketing and business fundamentals
• Key Contributions: Designed and implemented innovative lesson plans while teaching Intro
• To Marketing, Fashion Business, Fashion and Business Cycle, Forecasting Trends, Fashion Marketing and Entrepreneurship to up to ~40 students per class
• Delivered comprehensive student support by assisting 19 students in job placement and preparation for design jobs with a 98% placement rate.