Summary
Overview
Work History
Education
Skills
Yoga
Languages
Timeline
Generic

Celina Herman

Fort Worth,TX

Summary

Innovative and hardworking marketing professional with two decades of experience in retail, financial services, media, and global agencies. Offering expert insights into creating promotional strategies that capture emerging market trends. Highly proficient in branding, communications, and digital marketing best practices.

Overview

24
24
years of professional experience

Work History

Marketing Consultant

Silverback Strategies
04.2023 - 10.2023
  • Audited current brand positioning, marketing materials, channels, website, and internal perception of the agency.
  • Defined value proposition, brand personality, and brand story of the agency for its long-term vision plan.
  • Developed and implemented an 18-month marketing strategy, activation guidelines, and a detailed content calendar
  • Developed the program and process to create brilliant client work into award-winning case studies.

Director of Marketing & Communications

Dentsu International
10.2016 - 12.2022
  • Developed and led the marketing and communications strategy for Dentsu’s digital, media, and creative agencies in Latin America.
  • Managed and advertised all thought leadership reports, paid social campaigns, live webinars, client and partner work, case studies, conferences, festivals, awards, and public relations.
  • Developed the demand lead generation strategy leveraging paid social, SEO, email marketing, and LinkedIn Sales Navigator.
  • Responsible for content creation strategy for social media, blogs, and public relations.
  • Launched five websites using three different CMS systems (Kentico, Umbraco, and Sitecore.)
  • Developed internal and external communications strategies for deploying new solutions and products and for company acquisition processes, new partnerships, and the launch of new agencies.
  • Developed and launched Female Foundry, a worldwide training and mentoring program for female entrepreneurs.
  • Managed a multicultural team of three, working directly with C-suite and global teams across multiple functions and countries.

Adjunct Professor

Neeley Business School
08.2021 - 12.2021
  • Developed the curriculum and lectures for the Digital and Social Media Marketing class for the fall semester 2021
  • Class designed for Marketing Majors in their senior year.

Brand Marketing Manager

Cash America International, Inc.
06.2010 - 09.2016
  • Developed the new corporate brand strategy to increase awareness and market share, working directly with C-suite executives
  • Conducted a competitive strategic analysis and consumer insights research to identify the demographics most susceptible to becoming heavy users
  • Created and led the international marketing department and strategy, developed all the processes, recruited and coached the team, and sourced the department’s vendors – Ad agency, fulfillment center, in-store hardware production and merchandising, PR firm, and printers.

Student Affairs Coordinator

Texas Christian University
05.2009 - 06.2010
  • Developed the social networking strategy for TCU Parents and created the second edition of the University Parent Guide
  • Initiated university communications to parents in Spanish
  • Advised the Model United Nations chapter of TCU; led a delegation of 10 students to Ecuador
  • Coordinated the logistics for international student trips to Rome and London.

Marketing and Brand Manager

Business News Americas
07.2006 - 09.2007
  • Developed and coordinated a client database segmentation to identify and satisfy the needs of the company’s most profitable clients
  • Overhauled the redesign and improved the marketing materials, both printed and digital
  • Launched the company’s first business magazine, leading the editorial and graphic styling.

Product Manager

Falabella Holding
01.2005 - 06.2006
  • Managed the development of the corporate image of Falabella’s new supermarket, Tottus, and organized the grand opening of the first location in Chile
  • Spearheaded the marketing campaign for the revival of Falabella’s social responsibility program
  • Played a vital role in a large-scale segmentation project to launch a direct marketing campaign targeting the top 20% of Falabella’s female clientele.

Account Manager/Senior Editor

Extend Communications, Chile
08.1999 - 12.2004
  • Participated in the planning and execution of strategic communication campaigns for General Electric, Mall Plaza, the National Mining Society of Chile, and the United Nations Development Program.

Education

Master of Science in Strategic Communication -

Texas Christian University
01.2009

Master of Business Administration -

Adolfo Ibáñez University, Chile
01.2005

Bachelor’s in Journalism & Strategic Communication -

Finis Terrae University, Chile
01.2001

Skills

  • Strategic Thinking
  • Adaptability
  • Bilingual
  • Analytical
  • Global Marketing
  • Marketing Automation
  • SEMRush
  • Marketing Content Creation
  • WordPress Sitecore
  • Google Analytics
  • Brand Messaging
  • Corporate Communications
  • Public and Media Relations
  • Copywriting Expertise

Yoga

I am a certified yoga instructor and teach nursing students at TCU. 

Languages

Spanish
Native or Bilingual

Timeline

Marketing Consultant

Silverback Strategies
04.2023 - 10.2023

Adjunct Professor

Neeley Business School
08.2021 - 12.2021

Director of Marketing & Communications

Dentsu International
10.2016 - 12.2022

Brand Marketing Manager

Cash America International, Inc.
06.2010 - 09.2016

Student Affairs Coordinator

Texas Christian University
05.2009 - 06.2010

Marketing and Brand Manager

Business News Americas
07.2006 - 09.2007

Product Manager

Falabella Holding
01.2005 - 06.2006

Account Manager/Senior Editor

Extend Communications, Chile
08.1999 - 12.2004

Master of Science in Strategic Communication -

Texas Christian University

Master of Business Administration -

Adolfo Ibáñez University, Chile

Bachelor’s in Journalism & Strategic Communication -

Finis Terrae University, Chile

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