Hi, I’m
Araceli Guillén-Tuerpe
Pasadena,California
Summary
Strategic media leader with 15+ years of experience in media planning, buying, and cross-functional campaign execution. Adept at managing multimillion-dollar budgets, driving multicultural marketing strategies, and fostering team growth. Proven success in aligning media efforts with business objectives, leveraging data insights, and delivering integrated media solutions that resonate across diverse audiences.
Overview
25
years of professional experience
Work History
Cooper-Smith Advertising
SENIOR MEDIA SUPERVISOR
12.2023 - Current
Job overview
- Direct and manage the allocation of media, ensuring cost efficiency for a $50M+ annual budget
- Collaborate with client stakeholders to design and align media and marketing strategies with business objectives, focusing on a fragmented national footprint and targeting key multicultural audiences, with an emphasis on Hispanic and African American demographics
- Enhance brand visibility by executing integrated cross-channel media strategies across traditional and digital platforms
- Conduct in-depth competitive analysis to identify media opportunities that would boost client awareness, especially during key cultural moments such as Black History and Hispanic Heritage Month
- Lead cross-functional collaboration with analytics, creative, and strategy teams to deliver data-informed, innovative media plans
- Coordinate logistics for advertising materials, ensuring timely delivery and accurate placement across multiple channels
- Partner with internal teams to integrate multicultural media strategies with broader brand and marketing initiatives
Cooper-Smith Advertising
SENIOR MEDIA BUYER
01.2016 - 12.2023
Job overview
- Executed media strategy execution, negotiating favorable media rates and placements for client -10% LOW SQAD
- Developed strong relationships with media partners, fostering collaboration and securing advantageous deals
- Contributed to client pitches as a multicultural expert, showcasing the value of agency services resulting in the creation and continuation of allocated budgets targeting African American US audience
- Mentored and coached junior staff, providing guidance on media best practices and fostering a culture of continuous improvement
Cooper-Smith Advertising
MEDIA DIRECTOR
05.2011 - 01.2016
Job overview
- Developed and implemented client market strategies in the western region encompassing California and Texas
- Drove measurable gains in brand visibility by broadening reach through strategic, diversified media partnerships
- Created training manuals and protocols to streamline tasks such as post project analysis, credit procedures and invoice reconciliation
GroupM
SENIOR BROADCAST BUYER
01.2005 - 05.2011
Job overview
- Negotiated with traditional media outlets to implement marketing strategies for top advertisers in auto, retail, movie studio and packaged goods industries
- Analyzed data to determine programming that would efficiently reach clients' target audience
- Achieved 95%+ post-performance measurement rate towards clients' target impression goals
PHD USA
BROADCAST NEGOTIATOR
01.2000 - 01.2005
Job overview
- Supervised Southern California radio market buyers to meet clients' goals
- Negotiated and maintained on-air commercial schedules for maximum impact
- Conduced annual reports to inform media team about Hispanic media trends
BBDO West
ACCOUNT COORDINATOR
08.2000 - 06.2002
Job overview
- Monitored campaign performance, analyzed data, and provided actionable insights to improve future strategies
- Assisted in creating comprehensive reports that showcased campaign effectiveness and return on investment to stakeholders
Education
University of California, Los Angeles ExtensionLos Angeles, CA
Interpretation and Translation Certificate from Spanish/English
University of California, Los AngelesLos Angeles, CA
Bachelor of Arts from Philosophy and Political Science
Skills
- Strategic Planning and Execution
- Performance Analysis and Reporting
- Process Improvement
- Multicultural Marketing
Languages
Spanish
Native or Bilingual
Timeline
SENIOR MEDIA SUPERVISOR
Cooper-Smith Advertising
12.2023 - Current
SENIOR MEDIA BUYER
Cooper-Smith Advertising
01.2016 - 12.2023
MEDIA DIRECTOR
Cooper-Smith Advertising
05.2011 - 01.2016
SENIOR BROADCAST BUYER
GroupM
01.2005 - 05.2011
ACCOUNT COORDINATOR
BBDO West
08.2000 - 06.2002
BROADCAST NEGOTIATOR
PHD USA
01.2000 - 01.2005
University of California, Los Angeles Extension
Interpretation and Translation Certificate from Spanish/English
University of California, Los Angeles
Bachelor of Arts from Philosophy and Political Science
Technical Proficiencies
SOFTWARE/TOOLS
Microsoft Office Suite | Tableau | Comscore | Nielsen | SQAD | FreeWheel | Telmar
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