Karina Rosado
DENVER,Colorado
Summary
Multicultural Marketing and DEI Communications Expert with a proven track record in executing successful campaigns that engage diverse audiences. Proficient in bilingual media storytelling, DEI amplification, and multicultural initiatives, enhancing brand visibility. Demonstrates strong leadership in team management and ad agency oversight while optimizing digital marketing strategies. Bilingual in English and Spanish, committed to fostering inclusive environments and embracing new challenges.
Overview
18
18
years of professional experience
Work History
Director of Marketing & Communications
Hispanic Alliance for Career Enhancement
Denver, CO
03.2024 - Current
- Developed and executed a comprehensive DEI marketing strategy that enhanced visibility and engagement with diverse professionals, resulting in increased participation in leadership programs and scholarships.
- Enhanced marketing assets, including first-time DEI elements and messaging, bolstering the overall organizational message.
- Developed media training, speeches, and talking points for the CEO and leadership teams for pivotal events.
- Led social media campaign, generating 125 leads in one week.
- Organized a DEI Town Hall with over 150 attendees, securing media coverage from NBC, ABC, El Vocero, Univision, and Telemundo Chicago, highlighting HACE alumni stories, and featuring the CEO to amplify the organization’s mission and impact.
Director of Multicultural Marketing & DEI Communications
University of Colorado
Denver, CO
04.2022 - 10.2023
- Developed strategic DEI Communications Plan to promote diversity awareness and engagement.
- Created a targeted HSI communication strategy to enhance CU Denver's reputation for inclusivity, boosting enrollment and retention rates for Hispanic students.
- Achieved widespread dissemination of information through local, national, and international media channels.
- Created multicultural marketing strategies to engage diverse audiences.
Director of External Relations
Illinois Department of Commerce & Economic Opportunity
Chicago, IL
11.2019 - 04.2022
- Directed a $250 million grant initiative supporting businesses affected by COVID-19 in conjunction with Governor Pritzker, including an ad campaign, achieving 34,000 clicks and 10,000 Google ad conversions.
- Implemented a detailed marketing plan to establish the agency as a crucial resource during the COVID-19 crisis.
- Guided a team of five external relations professionals to achieve higher performance levels.
- Developed Spanish language marketing campaigns and handled media relations.
- Achieved over 30% average click-to-open rate within 12 months.
Public Relations Consultant
Two by Four
Chicago, IL
08.2019 - 10.2019
- Developed public relations campaigns, boosting media coverage by 20%.
- Strengthened relationships with influential media, increasing client interview opportunities by 30%.
- Enhanced social media engagement by 50% via targeted PR campaigns.
- Monitored key performance indicators to track ROI effectively.
Interim Public Communications Manager
Chicago History Museum
Chicago, IL
02.2019 - 04.2019
- Conducted employee communication surveys, resulting in a 25% increase in satisfaction.
- Acted as a bilingual spokesperson and crafted ads, press releases, brochures, and web content in Spanish.
- Created comprehensive PR campaigns to highlight new exhibits, achieving a 30% increase in positive media coverage.
- Implemented a social media campaign, leading to a 40% increase in followers.
- Authored and circulated press releases, achieving a 25% boost in media pickups.
Corporate Account Manager
Munch Ado Inc
Chicago, IL
08.2018 - 01.2019
- Enhanced brand visibility of restaurants through targeted digital marketing strategies.
- Directed photo art and social media campaigns, expanding reach.
- Nurtured business relationships, reactivated dormant accounts, and earned recognition as a top Account Manager.
- Negotiated contracts and pricing with key clients, resulting in a 10% increase in average deal size.
- Surpassed quarterly sales goals by 25%, spurring company growth.
PR Specialist (Contract)
Purple Group
Chicago, IL
03.2018 - 08.2018
- Crafted an engaging trade program pitch, securing 31 TV and online media placements. Notably, it successfully secured the program's first-ever Hispanic TV coverage.
- Directed comprehensive public relations initiatives for healthcare, trade, and finance clients.
- Coordinated events, press releases, and influencer collaborations to reach target audiences.
- Developed and implemented effective experiential marketing strategies.
- Utilized industry trends to enhance marketing campaigns.
Digital Marketing Manager
RBP Music
Chicago, IL
10.2016 - 03.2018
- Crafted and implemented thorough digital marketing plans, catalyzing a 30% surge in website visits.
- Oversaw and enhanced digital ad campaigns on multiple platforms, resulting in a 20% boost in conversion rates.
- Created an all-encompassing social media content blueprint, achieving a 120% rise in Facebook engagement.
- Implemented new Facebook video strategy, reaching 9,000 views in 8 hours.
Multicultural PR Manager
Northstar Lottery Group (Illinois Lottery)
Chicago, IL
04.2013 - 08.2016
- Acted as a bilingual spokesperson and translator, spearheading campaigns.
- Developed engaging bilingual copy for an award-winning holiday campaign.
- Enhanced media reach with a 40% rise in lottery story coverage, leading to substantial exposure.
- Led sponsorships and organized community events for the AIDS Foundation, IL State Fair, and McDonald's.
- Conducted media training for the Lottery Director and top executives.
- Developed website copy, TV, and radio spots.
Marketing Communications Manager
Youth Guidance
Chicago, IL
04.2012 - 04.2013
- Generated press attention from prominent sources like CBS-2, the Chicago Tribune, ABC 20/20, and the NY Times during former President Obama's press conference.
- Organized community events with partners like Chase Foundation and BMO Harris Bank.
- Designed engaging e-newsletters, media kits, pitches, and curated social media content.
- Directed website overhaul and release within nine months.
Public Relations Consultant
Rosado PR
Chicago, IL
12.2009 - 04.2012
- Designed national PR campaign targeting 10 million Hispanics in 25 U.S. markets.
- Organized a national press conference for a non-profit, securing coverage in ABC-7, Univision, NBC, CBS, FOX, Univision Chicago, Telemundo, and Washington Hispanic.
- Established connections with more than 25 national media outlets to aid PR goals.
- Co-produced ten educational segments in Spanish for HITN-TV.
Director of PR & Marketing
ASPIRA Inc. Of Illinois Charter School
Chicago, IL
03.2007 - 12.2009
- Served as a spokesperson and provided media training to executives at nine Aspira chapters.
- Coordinated 40th Anniversary event for an audience of over 700, successfully raising $100,000 in college scholarships.
- Acquired a $960K technology grant from the Bill and Melinda Gates Foundation.
Education
Master of Arts - Public Relationship & Advertising
Michigan State University
East Lansing, MIBachelor of Arts - Broadcasting
SUNY Oswego
Oswego, NYSkills
- Fluent Bilingual Communicator
- Media Communication Skills
- Cross-Cultural Marketing Strategies
- Inclusive Brand Development
- Digital Analytics Expertise
- Content Development Strategy
- Public Relations Management
- Strategic Campaign Planning
- Digital Engagement Campaigns
- Crisis Management Communication
Languages
Spanish
Native/ Bilingual
References
References available upon request.
Timeline
Director of Marketing & Communications
Hispanic Alliance for Career Enhancement
03.2024 - Current
Director of Multicultural Marketing & DEI Communications
University of Colorado
04.2022 - 10.2023
Director of External Relations
Illinois Department of Commerce & Economic Opportunity
11.2019 - 04.2022
Public Relations Consultant
Two by Four
08.2019 - 10.2019
Interim Public Communications Manager
Chicago History Museum
02.2019 - 04.2019
Corporate Account Manager
Munch Ado Inc
08.2018 - 01.2019
PR Specialist (Contract)
Purple Group
03.2018 - 08.2018
Digital Marketing Manager
RBP Music
10.2016 - 03.2018
Multicultural PR Manager
Northstar Lottery Group (Illinois Lottery)
04.2013 - 08.2016
Marketing Communications Manager
Youth Guidance
04.2012 - 04.2013
Public Relations Consultant
Rosado PR
12.2009 - 04.2012
Director of PR & Marketing
ASPIRA Inc. Of Illinois Charter School
03.2007 - 12.2009
Master of Arts - Public Relationship & Advertising
Michigan State University
Bachelor of Arts - Broadcasting
SUNY Oswego
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