NORA GUERRA

5713 Innsbruck Bellaire, TX 77401

713.218.7314 (H) 832.207.2902 (C) ng64d69e@westpost.net
MULTICULTURAL ACCOUNT DIRECTOR
Senior-Level Marketing / Brand Awareness / Marketing Communications
Top-performing, accomplished Multicultural Account Director with proven ability
to drive bottom-line success through aggressive marketing / advertising initiati
ves that deliver revenue growth and market penetration. Strategic thinker, adept
at planning and implementing marketing, brand identity, and corporate identity
strategies to gain recognition and support organizational objectives. Track reco
rd of directing staffs, empowering team members, and making timely decisions. Hi
ghly goal-oriented; gain great satisfaction from setting and achieving ambitious
goals, both individually and through leadership. Fluent in Spanish. Core compet
encies include:
* Strategic Marketing Planning
* Sustainable Revenue Growth
* Big-Picture Vision & Approach
* Highly Self-Motivated & Driven
* Cross-Functional Team Leadership
* Multicultural Marketing
* Brand Marketing Strategies
* Staff Empowerment & Motivation
* New Product Development & Launch
* Key Account Relationship Management

PROFESSIONAL EXPERIENCE

CRICKET COMMUNICATIONS Houston, TX, (2008 to Present)

MARKETING MANAGER II (Multicultural Markets)
Established and manage a highly productive marketing team responsible for creati
ng strategic marketing plans for executive leadership to increase acquisition an
d retention for one of the top market cluster in the organization. Devise cuttin
g-edge strategy and systems to support 23+ retail stores and 600 authorized Cric
ket dealer stores. Work closely with cross-functional teams to execute national
marketing programs in the field. Provide direction to 13 account managers and 20
+ retail business managers on marketing programs that impact their stores and de
alers.
Selected accomplishments:
Create effective marketing plans with well laid out strategies and tactics base
d on the markets business goals.
Collaborated with leadership to create a Brand Task Force to audit 142 premier
dealers and develop individual action plans to ensure brand compliance.
Led RFP process to select new multicultural agency for core markets based on bu
siness goals and needs.
Brought forth a churn/retention strategy for the Hispanic market based on custo
mer analytics provided by corporate.
Formulated Hispanic initiative plan consisting of long- and short-term recommen
dations and presented to RVP.
Steered development of new market launches with detailed marketing action plan.
(Lake Charles, LA)
Manage marketing co-op and developed guide for authorized dealers with menu of
marketing initiatives.
Influenced Indirect owners to participate in Black Friday FSI, providing 106% l
ift YOY.
 Sold OOH media and messaging strategy to Corporate Marketing to support new pro
duct launch efforts.
Provided key input for budget planning initiative to create a budget tracker to
be rolled out to entire field.
Instituted new processes within Marketing Department, improving its role with l
eadership.

LOPEZ NEGRETE COMMUNICATIONS Houston, TX, (2003 to 2008)

SENIOR ACCOUNT DIRECTOR (2006 to 2008); ACCOUNT SUPERVISOR (2003 to 2006)
Directed a 13-member account management team responsible for developing and impl
ementing brand market strategy for Tyson Foods and Bank of America, including a
combined budget of $12M. Leveraged key strengths of each team member to maximize
overall team performance. Reported to senior management monthly.
Selected accomplishments:
Quadrupled Hispanic advertising budget for Tysons Foods in less than two years,
achieving three promotions over five years.
Led Creative Team throughout the implementation of several award-winning campai
gns, including the coveted Ad Federation Best in Show Award (Tyson Foods, 2005)
and Silver District 10 Addy Award.
Constructed 360-degree marketing plan for Tyson Foods that led to the American
Ad Federation Multicultural Mosaic Award for Media Usage (2005).
Collaborated with Tyson Foods to reveal consumer insights that resulted in the
launch of a new Hispanic product line.
Developed Hispanic Food trend immersion deck, the catalyst for Tyson Foods Hisp
anic Butcher-style Cut product line.
Orchestrated two-day strategic planning session for Bank of America that led to
the development of the 2009 Hispanic Strategic Marketing and Communication Plan
.
THE CARTEL GROUP San Antonio, TX, (1998 to 2003)
BRAND INTEGRATION MANAGER JCPENNEY (2001 to 2003)
Managed the second largest Hispanic retail advertising account in the nation, in
cluding administration of a $25M budget, with overall responsibility for strateg
ic / media planning and extensive production of television, radio, and print adv
ertising.
Selected accomplishments:
Generated integrated marketing plans and proposals targeting new opportunities
to drive account growth.
Incorporated client objectives into the development of integrated marketing str
ategies for more than 50 sales campaigns; oversaw production to ensure successfu
l execution of campaigns.
ACCOUNT MANAGER JCPENNEY AND CHILIS GRILL AND BAR, (1998 to 2001)
Acted as primary point of contact for the JCPenney and Chilis Grill and Bar acco
unts, with responsibility for the day-to-day management and optimization of mark
eting campaigns. Managed original radio, television, and print projects. Negotia
ted and coordinated all added value for JCPenneys Hispanic media buy, including
coordination of mall intercepts in major Hispanic markets to gain insights into
consumer shopping behavior.
Selected accomplishments:
Pitched and secured the first Hispanic advertising campaign for Chilis; spearhe
aded integrated marketing campaigns with positive gains for Chilis.
Oversaw JCPenney Hispanic Designer Model Search, which entailed the coordinatio
n of local events in more than 10 major Hispanic markets, design / tracking of e
ntry application for use in key Hispanic print publication, and implementation o
f radio promotions to increase event awareness.
 Coordinated JCPenney Alma Award sponsorship promotions.
Played an integral role in two agency reviews in which the company retained the
JCPenney business.
CLARKE AMERICAN San Antonio, TX, 2001
MARKETING COMMUNICATIONS SPECIALIST CREDIT UNION DIVISION
Directed all public relations initiatives for the Credit Union Division of a lea
ding marketing firm focused on financial institutions. Led the William Mills Pub
lic Relations Agency as their primary client to produce winning press releases a
nd communication tools. Developed and executed the divisions strategic marketing
communications plan across marketing and sales functions.
Selected accomplishments:
Created balanced scorecards to drive partnership growth with Credit Union Natio
nal Association (CUNA) and managed State League relationships within CUNA encomp
assing 30+ partnerships.
Drafted and proposed a Hispanic market proposal for Bank of America to key mana
gement team.
Conceptualized a public relations plan to leverage value of the companys Texas
Quality Award win, an annual prize presented to Texas-based organizations that e
xcelled in application of quality / satisfaction.
* * * * * * * * *
Prior positions included Marketing Assistant to Melvin H. Martinez, Attorney and
Counselor at Law, 1997, and International Trade Assistant for Casa San Antonio,
Monterrey, NL, Mexico, 1996.

EDUCATION & SKILLS

BA Degree in Multicultural Organization Studies; Minor in Sociology

ST. MARYS UNIVERSITY, San Antonio, TX
Deans List Member, Phi Sigma IOTA Foreign Language Honor Society
Professional Development
International Trade Import and Export Seminar Total Quality Management
Computer Skills
PowerPoint, Excel, Clients and Profits, Silent Partner, Advantage