Rio Penabella: in Los Angeles

• Day-to-day management of GTM strategy, planning, creating, and executing content across Ticketmaster's digital ecosystem growing the owned audience by 12%-66% across platforms. • Manage direct reports and align cross-functional teams to align business objectives and brand strategy, messaging consistency that supported partnerships across event categories. • Contribute to brand strategy development, brand voice and tone guidelines, product naming workshops, case studies, project and creative briefs, and platform best practices aligned with department strategic goals bringing consistency to both how the brand executes and recent marketing wins. • Project managed B2C Brand 1.0 refresh initiatives by writing creative briefs, outline deliverables and roadmap, aligning the cross-functional team, develop RASCI and day-to-day point person to manage the creative agency. • Collaborate with Product teams to distill key consumer product messages that best engage the target audience resulting in an increase in consumer education, increased brand affinity, and decreases in call center inquiries. • Conduct research and compile data and benchmarks on target consumer segments, competition, cultural, landscape, and marketplace trends that informed multiple departments and briefs, from Product to Creative. • Authored channel and campaign strategies, case studies, and content best practices for Ticketmaster clients and their initiatives that highlighted marketing opportunities and value across owned products and activations. • Developed processes and templates to streamline project requests, standardize activation offerings for partners, increase efficiency on content production, and improved the overall output of the creative quality. • Lead the development of creative briefs with key data points and insights that positioned messaging, creative strategies, and aligned internal and external stakeholders. • Contributed to B2C product marketing initiatives and content that better-informed consumers as to new Ticketmaster products resulting in increased positive social sentiment and conversation themes.

• Managed and continuously refined brand tone and voice - conducted research, strategy development, content production, reporting, and optimization - increased cumulative social audience by +63%. • Developed social media and channel strategies that identified the role and purpose of each, and informed the organization of marketing's efforts and the vision for social at Grindr. • Created publishing editorial content calendars, engagement processes, and content templates that fostered collaboration between stakeholders and management that improved production efficiency. • Developed and launched content franchises such as #GrindrNatives on that increased audience by 25%. • Collaborated with Product to develop a consumer-facing messaging GTM strategy that prioritized features, release notes, and win-back campaign opportunities that increased app value and meant to increase DAU. • Researched competitive landscape and consumer segments, presented insights used to highlight opportunities, and increased organic reach 23% - 67% and doubled engagement rates. • Managed global paid user acquisition campaigns and was able to reduce CPI by ~90%. • Collaborated with cross-functional teams to streamline SEO and SEM that improved paid media efforts and guide web UX redesign and content categories. • Identified, outline, and reported on brand health metrics, marketing activation tracking, and social media KPIs and interpret campaign and activation data that highlight key learnings, and the organization. • Developed content testing scenarios that revealed hero products across Grindr's exploration into eCommerce where we identified which platforms were ideal for engagement versus conversion.

• Clients: ABC Networks, Greenpeace, The History Channel, Jockey Bra, LEGO, MusclePharm, Nike, Ferrari. • Conducted research (competitive, category, consumer, channel, and media behaviors) to support insights when writing creative briefs to inspire and excite teams. • Crafted and presented brand positioning, creative strategies, and campaign direction opportunities to teams and clients that achieve business, marketing, and campaign goals. • Collaborated closely with Creative and cross-functional teams from project kickoffs, creative briefings, ideations and campaign architecture design, and post-campaign reporting. • Evaluated the strategic planning process in to highlight improvements, templates used, and inputs needed to improve the caliber of creative output.

• Clients: Toyota Motor Sales USA (Prius Family, Rav4, Corolla, Camry and Super Bowl 2015, Masterbrand and Brand Sustainment, In-Market, Toyota Racing Development Pro Series, 4Runner, Tacoma, Sales Events, TMC's Corporate Philanthropy), The Amanda Foundation (pro bono). • Supported research (exploratory, social & digital landscape, consumer behavior) for all campaign types, from vehicle launch to sustainment, that identified consumer/category insights across the consumer journey. • Lead social media specific research to gather insights that set strategic direction to write creative briefs ensuring alignment with creative platform briefs and client business objectives. • Wrote creative briefs and collaborated closely with creative teams that resulted in creative campaign and brand platforms across the breadth of campaign development - from Super Bowl to sustainment. • Lead ideations, brainstorms, and check-in's with teams to derive the best creative and content (video, stills, experiential) that supported objectives and parallels the consumer experience. • Co-owned the development of social KPIs and metrics of success for campaigns, from launch to sustain work to show ROI on new and emerging platforms. • Collaborated across agency and partners to ensure that communication narratives are integrated across owned social platforms and inline with consumer touch-points, from traditional media to digital and social content. • Presented to client teams (Vehicle/Product, Social Media, Paid Media, CRM, PR) throughout campaign development process to demonstrate how creative is strategically aligned to business objectives and consumer behaviors and insights throughout the path to purchase.

• Clients: Adidas (Originals, Women's, Running, Football), Microsoft (Outlook.com, Xbox), Oakley, Red Bull. • Facilitated whiteboard sessions with senior clients to share global organizational knowledge, business and marketing objectives to write the brand's social playbook and communication guidelines, and outline social ROI. • Conducted research and analyses to derive consumer/category insights that supported creative development. • Implemented new creative briefing processes that improved ideation and brainstorming between departments. • Crafted and presented digital and social strategies across the breadth of clients' category that leads to channel audience growth and increased community engagement. • Developed user personas and audience segmentation for an analytics tracking tool for clients and internal teams. • Lead internal cross-team brainstorming to ideate creative platforms that meet client objectives. • Planned social channel content for client brand pages in order to maximize above-the-line communication and paid media mix across all consumer touch-points (digital, experiential, retail). • Wrote and presented agency POVs on emerging platforms and technologies to ensure strategic first steps. • Revamped reporting, analytics, and social listening for both internal and client facing documents that lead to concise, digestible insights, and actionable recommendations.

Clients: Blue Shield of California, Burger King, Cadbury, Johnson & Johnson, Koodo Mobile, McCain Foods, MINI, Molson Breweries (Heineken, Rickard's, Old Style Pilsner), New Holland, Nintendo, Pfizer (Viagra), TELUS Mobility, TIGI Bed Head, WestJet Airlines, and Yellow Pages Group. • Assessed digital footprints for both clients and category competitors to make recommendations for communication and target strategies to achieve marketing and comms objectives. • Utilized research tools and data sets to outline user conversation, behavior, and social media sentiment for clients and their competition to deliver strategic recommendations into brand and advertising messaging. • Reviewed the UX/IA for clients and competitors to determine best design practices to meet conversion objectives. • Worked with stakeholders to determine KPIs across online metrics that helped measure campaign success.