Araceli Guillén-Tuerpe
Pasadena,California
Summary
Media professional with strong focus on team collaboration and achieving results. Skilled in strategic planning, media buying, and campaign management. Adaptable and reliable, delivering impactful and data-driven solutions. Strong leadership and communication skills, ensuring effective project execution and client satisfaction.
Overview
25
25
years of professional experience
Work History
SENIOR MEDIA SUPERVISOR
Cooper-Smith Advertising
12.2023 - Current
- Collaborated with client stakeholders to align marketing and media strategies with business objectives for a fragmented national footprint targeting Multicultural audiences, specifically Hispanic and African American
- Enhanced brand visibility by coordinating cross-channel media strategies across traditional and digital platforms
- Oversaw and managed allocation for media projects, maintaining cost-effectiveness for $50M+ annual budget
- Conducted competitive analysis to identify media opportunities that would lift client awareness for target audience especially during key calendar moments like Black History and Hispanic Heritage Month
- Improved campaign performance by utilizing data-driven insights and analytics using client's raw data and media performance
- Coordinated logistics for advertising materials, ensuring timely delivery and accurate placement across various channels
- Worked closely with internal teams to align multicultural media strategies with overall brand an marketing initiatives
SENIOR MEDIA BUYER
Cooper-Smith Advertising
01.2016 - 12.2023
- Collaborated closely with marketing teams to develop integrated strategies aimed at reaching target audiences.
- Developed strong relationships with media partners, fostering collaboration and securing advantageous deals
- Improved campaign performance by utilizing data-driven insights and analytics using client's raw data and media performance
- Oversaw media team nationally to supervise implementation of client's key strategy
- Negotiated favorable media rates and placements for client -10% LOW SQAD
- Led a team of media buyers to consistently meet or exceed client goals and expectations.
- Mentored junior team members, fostering professional growth and development within the department
- Streamlined media buying processes for improved efficiency and cost savings.
MEDIA DIRECTOR
Cooper-Smith Advertising
05.2011 - 01.2016
- Developed and implemented client market strategies in the western region encompassing California and Texas
- Spearheaded 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
- Analyzed campaign performance data, identifying areas for improvement and implementing necessary adjustments.
- Collaborated with cross-functional teams to develop fully integrated marketing plans that aligned with overall business objectives.
SENIOR BROADCAST BUYER
GroupM
01.2005 - 05.2011
- Negotiated with traditional media outlets to implement marketing strategies for top advertisers in auto, retail, movie studio and packaged goods industries.
- Conducted research to estimate size of television and radio audiences
- Analyzed data to determine which programs efficiently reach clients' target audience
- Negotiated, placed and maintained on-air commercial schedules
- Ran post-performance evaluation to measure progress towards clients' target goals
- Developed new practices to track, increase control and guarantee clients' goals are met
- Created training manuals and forms to streamline tasks such as post project analysis, credit procedures and invoice reconciliation
BROADCAST NEGOTIATOR
PHD USA
01.2000 - 01.2005
- Supervised Southern California radio market buyers to meet clients' needs
- Researched, prepared and presented yearly reports to inform media buyers of changes within Hispanic media
- Negotiate, place and maintain on-air commercial schedules
- Developed and implemented a process to efficiently access and maintain negotiated on-air commercial schedules
ACCOUNT COORDINATOR
BBDO West
08.2000 - 06.2002
- Participated in weekly meetings with cross-functional teams to discuss campaign progress, challenges, and opportunities for improvement.
- 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.
- Ensured timely response to client inquiries by maintaining open lines of communication through email correspondence or phone calls.
Education
Interpretation and Translation Certificate - Spanish/English
University of California, Los Angeles
Los Angeles, CA01.2010
Bachelor of Arts - Philosophy and Political Science
University of California, Los Angeles
Los Angeles, CA01.2000
Skills
- Media planning
- Content creation
- Team leadership
- Project management
- Tableau
- Free Wheel
- Media Ocean
- Nielsen
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
Bachelor of Arts - Philosophy and Political Science
University of California, Los Angeles
Interpretation and Translation Certificate - Spanish/English
University of California, Los Angeles
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