Sylvia Flores

• Pioneered Espresa’s public-facing brand: Strategically developed and led brand from inception, establishing a solid market presence through innovative UX/UI design and compelling product content that resonated with target audiences.
• Built and scaled a high-performance team: Assembled and managed a lean yet high-performing marketing, branding, and creative team, directly contributing to content production while efficiently scaling resources through strategically hiring full-time employees and contractors.
• Adapted brand strategy during the pandemic: Rapidly pivoted the brand to support a 100% virtual environment, maintaining continuous engagement with employees and clients through rich, supportive content that addressed emerging needs.
• Boosted national brand awareness: Launched a robust, SEO-driven strategy that significantly increased nationwide brand visibility, driving the production of high-quality, relevant blog and vlog content that positioned Espresa as a global industry leader.
• Executed targeted multi-channel campaigns: Led the design and execution of multi-channel, multi-touch marketing campaigns, effectively engaging B2B, B2B2C, consultants, brokers, and partners through innovative Account-Based Marketing (ABM) strategies.
• Expanded media outreach and PR impact: Recognized the need for broader media coverage and established in-house PR capabilities, later transitioning to external media and PR partnerships in 2023 to amplify Espresa’s reach and influence.
• Strengthened brand narratives through media partnerships: Cultivated and managed strong relationships with media partners, successfully amplifying positive brand narratives and expanding media coverage.
• Developed and implemented a comprehensive DEI and corporate social responsibility program: Spearheaded the creation of initiatives that promote diversity, equity, and inclusion within the organization while aligning with corporate social responsibility goals. Successfully integrated these programs into the company's core operations, enhancing community engagement and internal cultural competence.
• Directed creative strategies for events: Led the creative and content strategy for virtual and in-person events, ensuring alignment with brand objectives and enhancing audience engagement and brand experience.
• Shaped the CEO’s public image: Played a crucial role in establishing the CEO’s thought leadership by crafting influential content and preparing scripts for high-impact virtual and in-person interviews.
• Drove exponential user engagement growth: Led targeted organic social media campaigns that achieved an unprecedented 9,000% increase in reach, significantly enhancing user engagement across platforms.
• Ensured seamless brand integration: Collaborated extensively with cross-functional teams to maintain seamless brand integration across all touchpoints. Acted as the key executive sponsor for major corporate rebrands, including successful launch projects with Nielsen and Unisys.
• Enhanced customer loyalty and retention: Strengthened customer loyalty by developing personalized, engaging content within branded portals, directly contributing to increased customer retention and satisfaction.
• Mentored and empowered employees: Guided cross-functional teams in developing integrated campaigns and empowered employees to embrace Espresa’s mission, vision, and values, fostering a culture of empathy and collaboration.
• Aligned employee engagement with business goals: Drove employee engagement by creating programs that aligned personal development with overall business objectives, resulting in a more motivated and productive workforce.
• Leveraged data-driven decision-making: Utilized data-driven insights to inform strategic brand decisions, ensuring alignment with market trends and customer needs for sustained brand relevance.
• Protected the brand during crises: Developed and implemented crisis management plans to safeguard the brand’s reputation during challenging situations, minimizing potential risks.
• Secured stakeholder buy-in for critical initiatives: Presented strategic initiatives to internal stakeholders, securing buy-in through persuasive presentations and effective communication.
• Maximized campaign impact through budget management: Managed and optimized marketing budgets to maximize the impact of campaigns, expanding brand reach and ensuring efficient resource allocation.
• Led strategic brand planning across product lines: Spearheaded strategic brand planning for multiple product lines, leading to increased market share and heightened brand awareness.
• Refined brand positioning through research: Conducted thorough research and analysis to refine brand positioning and messaging, resulting in effective branding campaigns that educated and engaged target audiences.

• Spearheaded a transformational rebrand: Led the complete rebranding of The Online 401(k) into Ubiquity, strategically repositioning the company to capture a larger share of the SMB market.
• Executed data-driven brand development: Designed and led focus groups to identify a brand name that authentically reflected the company’s mission, vision, and values, ensuring strong market resonance.
• Innovated UX/UI with OMNI brand strategy: Developed and launched the OMNI brand and video strategy, creating a new UX/UI that significantly increased user engagement and positioned Ubiquity as a leader in FinTech innovation.
• Optimized marketing through automation: Implemented and integrated Salesforce, Pardot, Google Analytics, Slack, and Jira, driving operational efficiency and enabling sophisticated, data-driven marketing strategies.
• Led high-performance cross-functional teams: Directed a diverse group of developers, designers, writers, agencies, and service providers, delivering seamless project execution and exceptional creative outcomes.
• Amplified brand visibility and credibility: Secured extensive media coverage by leading PR initiatives, achieving features in The New York Times, Wall Street Journal, Entrepreneur, and Fast Company.
• Shaped the CEO’s public image: Served as the CEO’s voice, providing media training and launching a personal brand to enhance influence and visibility.

• Led the complete production of feature-length documentary: Conceived and produced Broken Eggs: The Looming Retirement Crisis in America, managing the entire project lifecycle from inception to distribution, including hiring, budgeting, and the successful launch of brokeneggsfilm.com (purchased by Ubiquity Retirement + Savings).
• Directed and managed field production: Hired talent and oversaw road crew logistics, field production, and content creative direction, ensuring the documentary's narrative was compelling, visually engaging, and impactful.
• Handled all aspects of film management: Managed key elements of the film’s production, including legal matters, music licensing, animation, and talent coordination. Led the distribution strategy across theatrical, festival, and television platforms, ensuring broad audience reach.
• Extended the film's impact through podcasting: Produced and co-hosted a podcast that complemented the documentary, delivering its message with a unique blend of levity and irreverence to engage a wider audience.

• Part of a three-person team to lead the Intel rebrand: From Intel's "drop E" logo to "Intel Inside," including the successful launch of the brand with a live stream of the CEO.
• Drove creative strategy and content development: Led the conceptual development, copywriting, and editing for a wide range of marketing, including web copy, advertising, in-software scripting, broad campaigns (such as Intel in your lap), multimedia scripts, and videos, ensuring consistent brand messaging across all channels.
• Authored technical documentation: Produced detailed engineering documentation for “Intel Inside” computer builds and Intel Software Products, translating complex technical concepts into clear and accessible content for diverse audiences.
• Covered major industry events: Provided on-the-ground coverage of key industry events, including the Consumer Electronics Show (CES), Intel Developer Forum (IDF), and LANFest, delivering timely and engaging content that highlighted Intel’s innovations and industry leadership.
• Created engaging multimedia content: Conducted interviews with professional gamers and developed content for video and web series, enhancing Intel’s presence in the gaming community and driving audience engagement.
• Managed global video assets: Oversaw video content for Intel.com and managed the global assets portal, ensuring the quality and consistency of multimedia content across international markets.
• Pioneered Intel's digital presence: Launched Intel’s first official blog as the “Gadget Girl” personality, establishing a unique voice for the brand and engaging with a global audience through innovative and relatable content.

• Led nationwide marketing initiatives: Provided strategic consultation on nationwide marketing campaigns, created impactful print collateral for internal and external publications, and enhanced brand visibility and engagement.
• Developed targeted post office campaigns: Designed and launched nationwide campaigns for B2B and B2C audiences, driving customer engagement and supporting USPS’s mission to connect businesses and consumers nationwide.
• Executed strategic project rollouts: Led the development and rollout of the Directory of Mail Service Providers in partnership with USPS.com, ensuring seamless integration and accessibility for users nationwide.
• Crafted compelling campaign copy: Authored persuasive copy for digital and print marketing campaigns, delivering messages that resonated with diverse audiences and supported USPS’s marketing objectives.
• Co-developed key industry resources: Collaborated on creating Direct Mail for Dummies, managing rights and distribution to provide valuable insights to businesses leveraging direct mail strategies.

• Secured significant funding: Played a pivotal role in securing angel and venture capital funding rounds totaling $13 million, enabling strategic growth and expansion initiatives.
• Led a dynamic sales team: Managed and expanded a team of over 25 sales representatives, overseeing hiring and training processes to build a high-performing sales force.
• Developed major advertising programs: Spearheaded the creation of three multi-million dollar programs, including USPS National Advertising Campaigns, the "Making Direct Mail Easy" seminar program, and the Merchant Affiliate program through USPS.com, significantly enhancing brand presence and revenue.
• Expert public speaker and trainer: Served as a public speaker and presenter at seminars across the U.S. and Canada, educating small businesses on the effectiveness of direct mail advertising and driving industry engagement.

Member of Climatebase.org's cohort fellowship, an ambitious collective of optimists, doers, creators, visionaries, disruptors, and explorers committed to climate solutions in:

• Buildings, cities, and adaptation
• Carbon removal
• Circular economy
• Corporate sustainability
• Energy
• Food and agriculture
• Nature-based solutions
• Transportation

Member of HR.com’s Research Institute Advisory Board, helping to drive industry direction, thought leadership, and best practices through research and to help advance the competencies and skills of human-centric HR and people professionals globally.

Professional and award-winning ghostwriter. Creative strategy and direction, branding, and copywriting for clients of all sizes, including Walmart and associated brands, Jet.com, T-Mobile, Hitachi, IGN Entertainment, Activision, and Blizzard.