global marketing

Global Brand Marketing – Display Ad Production (Rich Media, IAB, Xbox BDE, Mobile, and other Ad Placements)

Values Added
Sole producer of creative production for customer acquisition across 5 global regions.
  • Impacts:
  • Consolidated Statement of Operations - Revenue - $765MM increased in 2013 (21% increased in 2013 vs 2012)
  • Domestic Streaming - Members Net additions 6.2MM new members (15% change 2013 vs. 2012)
  • Domestic Streaming - Revenue - $566MM - amount increased in 2013 (26% change 2013 vs. 2012)
  • International Streaming - Members Net additions - 4.8MM new members (13% change 2013 vs. 2012)
  • International Streaming - Revenue - $424.8 MM increase in 2013 (148% change 2013 vs. 2012)
  • Source: Netflix 2013 Annual Report

    Page 21 – 27

I managed production of digital creative assets from design concept through delivery for 5 global regions – North America, Latin America, UK, Ireland, and Nordics – for acquisition campaigns with media spend of $30K – $1MM targeting general and segmented markets – localized in 7 languages while promoting the Netflix brand. 

Key Contributions
  • APrioritized production schedules for high-volume multilingual, rich media flash and HTML5 mobile banners, worked with PR team, Localization team, and 4 global regional media buying teams (included real-time media buys)
  • ALed design team and global creative agencies (ie. Dedo in Argentina) to produce video interactive web banners for ad displays on major global online publishers’ sites, i.e. Google Display Network, YouTube Homepage, Yahoo, MSN, AOL, Microsoft Xbox, eBay, Facebook, Twitter, Weather.com, and foreign publishers, i.e. VG.no, klikk.no, Telkku.com, Tv.nu, Tvtid.dk, Iltasanomat.fi, idg.se, El Universal, UOL, Globo, etc.
  • ADrove the development of design systems for brand alignment with a custom design approach for single title promotions (movies and TV shows in various genres)
  • AQuality Assurance - Checked deliverables for ad server specifications before launch
  • AChange Management – Onboarded new off-shore external agencies; shifted entire production effort from one agency to new creative agencies while maintaining production timeline, mentored new producers, and worked with new Creative Director to set design guidelines

YouTube Homepage Ad Placement

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Carousel Animation Ad Unit (Portuguese)

Play video below to view animation

Samples of IAB Ad Units 300x250 (Multiple Languages)

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Xbox Branded Destination Experience (BDE) - User Experience Flow

I worked with an in-house designer to produce these graphics, created this flowchart to explain the user flow, and submitted it to Microsoft for implementation.

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Mockups of Xbox Branded Destination Experience (BDE)

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Ad Units for Mobile Devices

  • AAd units for mobile devices were relatively new to the company's digital marketing strategy at the time.
  • AProduced design variations
  • AKnowing that coding animated ad unit in Flash would eventually retire, I persuaded Flash developer to learn to code in HTML5 for animated ad units for mobile devices
  • Click on image below to see a sample ad unit animated in HTML5 (Swedish):
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Mockup of Ad Display on Yahoo Mail Login Page

MailLogin_ad_display

National Sojourners is a non-profit fraternal Masonic military society promoting Americanism and Patriotism through educational presentations and ceremonies. The organization provides Youth Education Programs,  scholarships to Freedom Foundation programs, sponsors annual scholarship Essay programs, and presents awards to College and High School ROTC students across the country. There are 164 active Chapters of National Sojourners across the country, plus more overseas. The National Sojourners has a long history that goes all the way back to its Origin, George Washington, a respected commander at the head of the Army. He was an honored guest in a Field Lodge. If you want to learn more about the Legacy of the American Military Mason, take a look at this deck.

dinner invitation

 

Even though this dinner event happened awhile ago, I still remember that evening vividly. Being invited as the guest of honor to this prestigious event was extraordinary. It was amazing to have a meal together with a room full of Master Masons, highly accomplished Commissioned Officers and Warrant Officers, past and present of the Uniformed Services of the United States. This dinner event was held at the Presidio's Officer Club. I attended a number of important events that took place in the Presidio during that period of my life before it turned into a National Park. This was one of them.

I was and still am humbled by the opportunity and the experience of being a Brigade Commander that year. As the top officer leading and managing the operations of a district-wide leadership training program. The U.S Army is one of the respectable leadership development institutions in the country. That year, two mentors from the Army of Instructions were coaching me and I had 10 of the brightest officers on my staff. We organized and hosted many district-wide events consecutively for our 2000+ members across eight campuses, which included a week-long training at Camp Park in Dublin.

The granted opportunity of having that C-level executive leadership experience was as rare as the shiny medal that I received that evening. The journey of getting there was triumphant. It took more than just doing hard work to be the best of the best amongst a pool of other outstanding leaders. Little did I know that spending that evening having dinner with Master Masons was a preview into my career in Operations working with the amazing leaders and top talents in the industry.

What a way to kick start my career! Thank you, National Sojourners, Inc. Golden Gate Chapter No. 18, for your support and recognition.