Summary
Work History
Education
Skills
Accomplishments
Websites
Languages
Awards
Certification
Timeline
Generic
Rafael Richards

Rafael Richards

Roanoke,United States

Summary

Strategic thinker, team builder, champion of strategy, product design, experience design, customer experience, social media, digital marketing and mobile tech, with a track record of creating and implementing successful programs for brands across verticals. Innovator constantly evolving to keep up with technologies and brand architecture with an XD first approach. Experienced in the social media, with SEO/SEM and media experience. Passionate about working closely with clients to create and innovative, to build brand equity by leveraging consumer insights to find spaces to build brand trust and affinity. Experienced team leader and builder with a digital and creative background, adaptable and eager to inspire teams to develop holistic brand campaigns.

Work History

Sr. Supporter Experience / New Audience-DM

Compassion Int.
05.2023 - Current
  • Enhanced brand awareness through the creation of engaging content for various digital platforms.
  • Increased lead generation by developing and executing targeted marketing campaigns and implemented email marketing campaigns that resulted in increased engagement.
  • Optimized email marketing efforts through A/B testing, segmentation, and personalized messaging.
  • Increased conversion rates through targeted nurturing programs tailored to different stages of the buyer's journey and at the right stage of path to purchase.
  • Collaborated with cross-functional teams to ensure consistent messaging and alignment of goals across all marketing initiatives.
  • Mentored team members in digital marketing /brand strategy best practices, strengthening overall team expertise and cohesion.
  • Supported the launch of new products successfully by collaborating with cross-functional teams on go-to-market strategies.
  • Drove marketing initiatives to increase product visibility and market performance..
  • Led staff and external agencies to develop products/offers, analyze opportunities, purchase media, provide creative services and coordinating PR efforts.
  • Supported marketing programs and campaigns with content and messaging to drive demand
  • Developed and implemented strategies to optimize testing of new products performance across all phases of product lifecycle, from launch to distribution for current prospects.

Sr. Supporter Journey Experience Specialist

Compassion
03.2022 - 05.2023
  • Designing and launching the first ever lead nurturing journeys. Setting the foundation to formalize lead nurturing across touchpoints.
  • Supporting content strategy to nurture new leads.
  • Creating, optimizing, and scaling lead nurturing journeys.
  • Building strategic partnerships with cross functional teams and provide guidance from a journey experience perspective.
  • Audience insights support as needed when creating content or supporter facing campaigns.
  • Providing to other teams, storytelling, brand building, and experience design expertise as needed.
  • Supporting teams by helping create holistic campaigns and capture new leads. Working with the artists, events and church team to test lead capturing experiences.

Director Brand/Digital/Social Strategy

Augustine Agency
08.2019 - 03.2022
  • Directing strategic planning, market analysis and brand positioning for CPG brands, destination clients and home builders.
  • Designing and implementing social and digital campaigns across leading CPG brands
  • Providing consumer insights to drive creative direction and develop strategic brand campaigns.
  • Launching new brands to market supported by digital and offline activations.
  • Conducting R&D to launch new products and customer experiences.
  • Leading creative team in the development of digital and social experiences.
  • Managing key partnerships and brand sponsorships by creating product experience to live online and offline.
  • Developing analytics reports tied to business objectives and KPIs.
  • Providing POVs and insights agency wide
  • Leading and providing brand planning guidance to develop omnichannel campaigns.
  • Executing full campaigns and provide performance analysis.
  • Leading a team of 20 people, partner agencies and 5 direct reports serving the digital, social, content, web and media teams to provide a full in house agency experience.
  • Establishing an Experience Design practice for key clients.

Director Digital/Social Strategy

Eighty Three Creative
06.2018 - 08.2019
  • Leading a team of 8 people, divided into the SEO, PPC, Marketing Automation and Social digital teams to implement integrated digital campaigns.
  • Direct strategic planning, market analysis and positioning for 11 brands.
  • Designing and implementing social and digital campaigns reaching over 3.5 million unique customers monthly.
  • Providing consumer insights to develop strategic brand campaigns.
  • Implementing digital solutions company wide, including email marketing, reporting, and tracking.
  • Integrating digital operations for B2B, B2C business to deliver measurable results
  • Developing analytics reports tied to business objectives and KPIs
  • Managing ad budgets of average $70,000+ monthly for social media and PPC
  • Leading the creative team in the development of digital and social experiences.
  • Designing Web and app experiences tailored to client's campaigns.

Lead Social Strategist

The Richards Group-Richards/Lerma
02.2016 - 06.2018
  • Delivering unique digital/social experiences including several award winning Super Bowl campaigns.
  • Designing and implementing social media and digital strategies for several brands (Including: Avocados From Mexico, LALA Foods, Dr Pepper Snapple Group, Tabasco, Home Depot, GoRving).
  • Serving as liaison between client and partners, Influencers, content creators, and production to deliver holistic omni channel campaigns.
  • Founding and managing a community of brand ambassadors to amplify brand messaging from 10K members to 550K members in less than 16 months.
  • Contributing with the new business development team by providing digital insights for the creation of solid brand strategists with the goal to acquire new business.
  • Supporting diverse creative teams by creating digital and social experiences that connected customers with products or services.
  • Relaunching several brands and developing customer centric strategies to increase brand recognition.

Digital/Social Brand Manager

Konkors
05.2010 - 02.2016
  • Developing and designing websites for businesses in San Juan Puerto Rico, New York, New Jersey, Miami and Costa Rica.
  • Developed several mobile apps for the events space to gather customer data and provide a more engaging experience. Leveraging the power of social to amplify.
  • Using CMS platforms to develop from basic to e-commerce websites.
  • Designing and implementing social media and digital strategies.
  • Educating and training clients in proper social media management through workshops, webinars, and one to one training.
  • Designing and developing apps, using Open Graph and concept implementation.
  • Creating content marketing strategies and developing SEO/SEM strategies.
  • Providing consulting services to StartUp companies in the area of Branding and Marketing.
  • Joining the Google Partner program and Microsoft BizSpark Start Up program in Puerto Rico.
  • Establishing the first ever WebCongress in Puerto Rico and bringing a new offering to traditional ad agencies.
  • Providing digital consulting services to local agencies.

New Business -VP Operations -Lead Tech Dir

Giant Audio Visual
05.1998 - 05.2010
  • Promoted to SVP New business role overseeing account management for several Fortune 500 clients such as Pfizer, Merck, Schering Plough, JP Morgan, Bayer Business Solutions, Goldman Sachs, Merrill Lynch among others
  • Designed and implemented live events solutions in NY, NJ, PA and several national accounts.
  • Oversaw management of teams of over 80 people, including contracted labor, freelancers and vendors, across multiple projects.
  • Implemented company-wide marketing strategy, increasing revenue from $500K to over $3.5M within a 2-year period.
  • Administered training and team building activities for internal and external teams.
  • Designed productions for live corporate events (Product launches, internal communications, training, new tech implementation).

Education

BACHELOR OF SCIENCE - BUSINESS ADMINISTRATION

Nyack College
01.2004

ASSOCIATES DEGREE - LIBERAL ART AND HUMANITIES- BROADCASTING AND JOURNALISM

County College of Morris
01.1997

Skills

  • Simmons/MRI
  • Slack/Trello
  • Infusion Soft/Active campaign/Marketo/Salesforce/Marketing Cloud
  • Meta/Facebook Insights/X/Reddit/YouTube/Pinterest/Insta
  • Crimson Hexagon/Telmarhelixa
  • Contenful/Tealium
  • Research: Mintel/Forrester/eMarketer
  • Adobe Suite/Canvas/Figma
  • Sprout/Hootsuite/Curalate/Sprinklr/Emplifi
  • Google ads/Yelp/Yahoo/Bing/YEXT/Google Analytics
  • SEO/SEM tools/SEMRush/Wordstream/Meltwater

Accomplishments

  • Founding member of the Costa Rica/Puerto Rico chamber of Commerce.
  • Founded the first International Program for high students in Dover High School NJ, 1994.
  • Winner of StartUp Weekend Puerto Rico 2010.
  • Mentored several start ups in Puerto Rico and Costa Rica.
  • Launched a social first campaign"Con que Ojos" in Costa Rica inviting communities to discover their roots and exalt the good happening around them.


Languages

English
Spanish

Awards

  • ADDY Best of Show, Cross Platform | Online/Interactive Campaign, Encanto Pops, 2018
  • ADDY Gold, Social | Cross Platform | Online/Interactive Campaign, Encanto Pops, 2018
  • ADDY Bronze, Social | Interactive Campaign, Avocados From Mexico, 2018
  • Twitter Brand Bowl, #GuacWorld, 2018
  • Merkle Report Winner, #GuacWorld, 2018
  • FIAP Gold Formats Real Time, #AvoSecrets, 2017
  • ANA Multicultural Excellence Awards, #AvoSecrets, 2017
  • Independent Agency of the Year, 2017 FIAP Awards, 2017
  • ADDY Silver, Integrated Advertising Consumer Campaign, #2Fast2Tasty, 2020
  • ADDY Bronze, Restaurant Launch, Avo Eatery
  • ADDY Bronze, Integrated Advertising Consumer Campaign Regional/National, #2Fast2Tasty, 2021
  • ADDY Gold, Social Media Campaign Online Interactive, Mission Sweet Hawaiian, 2022
  • ADDY Bronze, Social Media Campaign Online Interactive, Mission Holidays, 2022

Certification

eCornell Digital Marketing Certificate

Timeline

Sr. Supporter Experience / New Audience-DM

Compassion Int.
05.2023 - Current

Sr. Supporter Journey Experience Specialist

Compassion
03.2022 - 05.2023

Director Brand/Digital/Social Strategy

Augustine Agency
08.2019 - 03.2022

Director Digital/Social Strategy

Eighty Three Creative
06.2018 - 08.2019

Lead Social Strategist

The Richards Group-Richards/Lerma
02.2016 - 06.2018

Digital/Social Brand Manager

Konkors
05.2010 - 02.2016

New Business -VP Operations -Lead Tech Dir

Giant Audio Visual
05.1998 - 05.2010

ASSOCIATES DEGREE - LIBERAL ART AND HUMANITIES- BROADCASTING AND JOURNALISM

County College of Morris

BACHELOR OF SCIENCE - BUSINESS ADMINISTRATION

Nyack College

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