Eduardo Ibarra: Global Head of Talent Brand Strategy in Seattle, WA

Brand strategy, planning & storytelling surrounding the passion, grit & gumption of people who make Dropbox possible; highlighting the collective drive to change the way people work for the better.

I was privileged enough to be a storyteller on behalf of arguably one of the most iconic brands of our time. Starbucks prides itself on being performance driven through the lens of humanity. My role fits squarely in telling the stories of our humanity and all the good we do. The work: Brand Planning & Strategy; Values & Culture. The stories: Veterans, refugees, disadvantaged youth, food sharing, homelessness, sustainability, farmers & farming practices and ethical coffee practices. My charge is also how Starbucks helps shape modern culture through pop cultural beats, entertainment, music & more.

For my first year @Starbucks I led US Multicultural strategy as well as Latin American & Carribbean Brand Strategy. For our Latin American & Carribbean business, I had the pleasure & honor to work with 14 teams across the regions who develop and bring to life our brand locally. From our overarching brand & product strategy, comes to life some truly incredible locally relevant work. We have so many great local stories to tell from origin coffee to culturally relevant products & services. On the US Multicultural side, my charter was to establish and sell in a philosophy for how to best to drive engagement and participation amongst Multicultural audiences in our retail cafes. The first role of its kind, the work I performed here is what led to the Culture strategy role listed above, building on inclusivity vs. segregated storytelling.

Brand Planning & Strategy Consulting for a myriad of clients across several categories while simultaneously seeking to raise capital for my own startup. Consulting projects varied from Brand & Identity creation for startups to a mobile voting effort for Ford & American Idol to an integrated marketing plan for a mobile payments company. My projects have always been heavily focused on the intersection of digital mobile tech & consumer engagement. Brand Planning & Strategy clients: Sprint, Ford, Hyundai, American Idol, 7-Eleven, PayNearMe amongst others.

Boom Financial set out to disrupt the remittance industry to put more money back in the pockets of those who needed it most. 5 years later & 5 rounds of funding, Boom ran its course via a private acquisition of an international telecom provider. During my 5 years, I assisted in the raising and acquisition of $40M in funding, developed a brand responsible for millions in cross-border transactions, was selected as a strategic partner to Secretary Clinton’s IdEA Initiative and won numerous startup & innovation awards