Tricia Sereno
Dallas,Texas
Summary
Results driven senior marketing director. Extensive experience in creating and managing dynamic national campaigns and events for food and beverage, large-scale venues, and hospitality companies. Fluent in all aspects of strategic partnerships, high impact marketing, cross channel marketing, project management, business development, and revenue generation. Always prepared, focused, determined, creative & professional.
Overview
16
16
years of professional experience
Work History
US Account Director
10 Star Agency
Dallas, Texas
04.2024 - Current
- Founded and lead the U.S. branch of a global full-service marketing agency, overseeing the design and deployment of experiential teams across four key markets.
- Spearheaded the launch of a 2 oz. functional wellness beverage in the Texas market through innovative experiential marketing strategies.
- Implemented a 360 omnichannel approach across all events and partnerships, driving substantial brand visibility and engagement.
- Surpassed 2024 sampling goals by 15%, contributing to increased product awareness and trial.
- Oversaw and optimized a $1.3M campaign budget, ensuring efficient allocation and maximum ROI.
- Delivered weekly performance reports using a blend of qualitative insights and quantitative analytics to inform strategic decisions.
- Developed and executed detailed sampling and event activation schedules across key markets.
- Secured all campaign infrastructure including branded vehicles, warehousing, uniforms, and promotional assets.
- Recruited, trained, and led cross-city field teams (XM and BAs) in Dallas-Fort Worth, Houston, Austin, and San Antonio.
- Collaborated with client and internal creative teams to produce digital content, UGC, and interactive campaigns, resulting in a 33% increase in social media followers.
- Forged strategic partnerships with national brands and organizations across tech, music, sports, nightlife, media, education, non-profit, and high-profile entertainment sectors.
Director of Community Engagement
The Village
Dallas, Texas
02.2023 - 04.2024
- Oversee the execution of marketing strategies for 12 commercial brands on site, ensuring consistent brand alignment and campaign effectiveness.
- Generated $60,000 in new business within the first 90 days through strategic private event planning and sponsorship acquisition.
- Lead all commercial marketing efforts across a diverse portfolio of brands, including Drey Hotel, Meridian, Anise Food & Wine, Over Under Sports Bar, Blythe Salon, Squared Away, Buzz & Bustle Coffee, B&B Bodega, The Village Country Club, The Beach Club, and The Sandy Pickle.
- Secured partnerships with key opinion leaders (KOLs) and global influencers to amplify brand visibility across digital and traditional media platforms.
- Oversee beverage operations and collaborate with third-party agencies to elevate customer service and supplier relationships.
- Recruit, train, and manage digital and social media teams, consistently driving weekly engagement growth and brand loyalty.
- Orchestrate public relations and promotional events, aligning messaging and creative collateral with business objectives.
- Negotiate and manage contracts with media partners, vendors, suppliers, and new business opportunities to ensure ROI and brand alignment.
- Partner closely with VP of Food & Beverage and event teams on cross-functional strategies, talent bookings, and communications.
- Develop and execute comprehensive marketing initiatives including digital, offline, email, and content marketing to boost guest retention and engagement.
- Lead the design and performance tracking of paid media campaigns across platforms.
- Established high-impact partnerships with premium brands such as Park Place Mercedes/Porsche, Dallas Modern Luxury, and CultureMap.
- Create detailed Banquet Event Orders (BEOs) to ensure flawless event execution.
- Direct branded photo shoots, ensuring each concept reflects the distinct identity of its respective brand.
- Represent brands nationally alongside executive leadership, managing media relationships and ensuring premium brand presentation at all touchpoints.
Senior Global Beverage Strategist
TGIFridays
Dallas, Texas
07.2021 - 02.2023
- Lead all facets of the global beverage program, including planning, pricing, and menu strategy, for 700+ domestic and international restaurants.
- Led beverage program development, including menu design, product innovation, sourcing, cost analysis, and team training.
- Developed the top-performing limited-time offer (LTO) of 2021, driving increased revenue and guest engagement.
- Facilitated RFP processes, leading cross-functional meetings and final decision-making.
- Directed beverage innovation initiatives to support national bar promotions and multi-channel marketing campaigns.
- Built and maintained strategic supplier relationships to enhance sales support, streamline ordering, and boost revenue.
- Secured A-list celebrity partnerships for national media activations, including co-producing an Access Hollywood beverage segment (Oct 2022).
- Collaborated with franchisees to execute traffic-driving campaigns across PR, digital marketing, local advertising, and grassroots efforts.
- Oversaw all menu proofing, training documents, product specifications, and point-of-purchase (POP) collateral.
- Directed product-focused photo shoots, ensuring visual accuracy and alignment with brand identity.
- Conducted cost audits and analysis to optimize profitability across the beverage program.
- Managed weekly PMIX reporting to monitor sales trends and drive strategic planning.
- Presented departmental P&L reports to the executive leadership team.
- Planned and executed national conference logistics, including venue booking and entertainment programming.
- Awarded the President's 'WOW' Innovation Excellence Award within first six months of tenure.
National Engagement Team Director
Sazerac
Dallas, Texas
06.2017 - 07.2021
- After earning recognition for agency leadership focused solely on Sazerac brands, I was recruited to join their internal team to lead national marketing and activation strategies.
- Recruited, trained, and led a team of 10+ national brand specialists to execute over 375 annual activations, including consumer events, product launches, and sales team engagements.
- Collaborated with top-tier venues, beverage directors, chefs, influencers, and musicians to deliver high-volume, award-winning beverage campaigns.
- Managed 60+ high-profile on- and off-premise accounts, driving a 266% sales increase during the COVID-19 period through agile strategy and relationship management.
- Partnered with distributors to ensure seamless operations-monitoring stock levels, pricing accuracy, and delivery timelines.
- Increased brand exposure by over 40% across digital and traditional media channels, generating millions of impressions nationwide.
- Forged national partnerships with leading organizations and brands including No Kid Hungry, Pepsi, Heinz, Tillamook, James Beard Foundation, Food Network, Williams Sonoma, as well as major food and music festivals.
- Consistently exceeded activation and sales KPIs by 20% year-over-year, while maintaining campaign budgets 10% under target.
Brand Activation Specialist DFW Area/ Texas State Manager/ National Team Director
Sazerac/Cornett-IMS
Dallas, Texas
06.2009 - 06.2017
- Recruited to launch Buffalo Trace, an emerging brand with minimal market presence, quickly gaining traction through innovative marketing, strong influencer and chef relationships, and impactful consumer activations.
- Managed and executed over 400 events annually to drive brand awareness and engagement.
- Promoted from DFW Area Manager to oversee all of Texas in 2010, leading recruitment and training of a 10-person team.
- Advanced to National Team Director in 2011, expanding leadership responsibilities across the country.
- Collaborated with state, regional, and national sales teams to secure new accounts and accelerate brand growth.
- Contributed to Buffalo Trace's rise to a Top 20 U.S. spirits brand by 2017, earning recognition as the world's most awarded distillery.
Education
B.A. - Marketing
University of Central Oklahoma
Skills
- Customer-Centric Vision
- Strategic Brand Leadership
- Data-Driven Decision Making
- Digital Fluency
- Creative Storytelling
- Cross-Functional Collaboration
- Agile & Adaptive Leadership
- Team Development & Empowerment
- Partnership Strategy
- Revenue Accountability
Volunteer Experience
- No Kid Hungry/Share Our Strength, National Fundraiser
- CORE Gives, Ambassador - National Fundraiser
Timeline
US Account Director
10 Star Agency
04.2024 - Current
Director of Community Engagement
The Village
02.2023 - 04.2024
Senior Global Beverage Strategist
TGIFridays
07.2021 - 02.2023
National Engagement Team Director
Sazerac
06.2017 - 07.2021
Brand Activation Specialist DFW Area/ Texas State Manager/ National Team Director
Sazerac/Cornett-IMS
06.2009 - 06.2017
B.A. - Marketing
University of Central Oklahoma
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