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My Resume

PROFESSIONAL ​INFO​​

I’m an award-winning journalist and bilingual content strategist with over 20 years of experience creating all forms of branding, advertising and marketing communications for diverse organizations including utility companies, government agencies and healthcare providers serving Hispanic/Latinx consumers across the U.S. 

 

I specialize in helping clients improve customer experience, brand loyalty, ratings, program participation, service level and reducing call volume. 

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I'm the recipient of a 40 Hispanic Leaders Under 40 Award, a Health Care Leadership Award of Excellence for Community Outreach and an Emmy Award for TV News Reporting. 

WORK EXPERIENCE​​

         January 2022 - Present

Bilingual Sr. Content Strategist 
Bixal/SBA, GSA (Remote/Contract)

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  • Develop and implement content strategies to improve user experience and SEO on government websites. 

  • Review data and analytics to identify user needs, optimize existing content, create new content or make content changes based on user feedback. 

  • Evaluate websites architecture and recommend improvements or modifications to improve user experience. 

Bilingual Sr. Content Strategist/Copywriter  
Atrium Staffing/Eversource Energy, (Remote/Contract)

August 2019 - June 2021

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  • Delivered high-quality content for utility company serving over 4 million customers on the East Coast. 

  • Developed content strategies and appropriate communications to improve customer experience, company ratings, program participation and reduce call volume. 

  • Translated/transcreated content from English to Spanish for various groups across the organization including marketing and advertising, mobile app and IVR messages, press releases, website, emails, customer letters, voice of the customer surveys, power point presentations and legal content.

  • Customized content for Spanish-speaking customers based on programs functionality or service availability in Spanish.

  • Ensured Spanish brand voice and terminology was consistent across all Spanish communications channels.

  • Served as consultant for staff on all Spanish communications matters by providing appropriate contextual information to increase understanding of translations, define Spanish content goals and objectives.

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October 2014 - June 2019

Sr. Content & Hispanic Marketing Strategist 
Salt River Project (SRP), Tempe, AZ

  • Managed all Spanish language communications for utility company serving over 1 million customers in Central Arizona including software, websites, customer bills, IVR & pay center messages, marketing collateral, advertising content and other publications. 

  • Led Spanish website redesign project that improved customer experience, site traffic and company ratings. 

  • Developed content strategies and appropriate communications to improve customer experience, company ratings, program participation and reduce Spanish call volume.

  • Responsible for designing, developing, deploying and tracking marketing initiatives and activities.

  • Worked cross-collaboratively with the wider marketing team and cross functional partners to ensure seamless delivery of creative messaging into the marketplace. 

  • Analyzed customer segments, competitor analysis, industry trends and market opportunities. 

  • Customized content for Spanish-speaking customers based on programs functionality or service availability in Spanish.

  • Supported the media relations team with planning and execution of Hispanic media relations initiatives and serving as spokesperson for Spanish language media interviews. 

August 2008 - October 2014

Community Development & Media Relations Manager    
Magellan Health Services, Phoenix, AZ

  • Managed Latino community development and media relations programs for the Regional Behavioral Health Authority (RBHA) of central Arizona serving more than 80k Medicaid and Medicare members. 

  • Created and implemented strategic communication plans, media pitching, crisis communications, member and provider communications, coached subject matter experts on media interview techniques, and served as point of contact and organizational spokesperson for Spanish language media interviews. 

  • Managed the organization’s Latino community involvement and development activities — including relationship identification, development and maintenance; community outreach and education; need assessments and social marketing campaigns. 

  • Developed story concepts; wrote compelling press releases, public service announcements and media advisories to place in local, regional and national news media including Spanish language papers, radio stations, local TV, blogs, and other venues.

  • Developed content strategies and appropriate communications to improve customer experience, company ratings, program participation and reduce Spanish call volume.

Hispanic Outreach Coordinator 
Donor Network of Arizona, Phoenix, AZ

May 2007 - August 2008

  • Developed and directed targeted marketing campaigns that led to a 90% increase in media coverage and Hispanic donor registrations. 

  • Served as Hispanic media contact, wrote press releases and various communication materials, including brochures, proposals, presentations, newsletters and success stories that improved company’s image and exposure. 

  • Created and managed a Hispanic volunteer program to assist agency with outreach and increase exposure.

January 2003 - December  2006​

General Assignment Reporter 
Telemundo/NBC, Phoenix, AZ

  • Covered breaking news and on-going local stories.

  • Produced spot-news reports and multi-platform in-depth feature-length pieces for local and national broadcast.

  • Provided live reports from the field and served and fill-in anchor as needed.

  • Assisted with writing of the newscasts and promos that lead to an increase in ratings and an Emmy award for best Cultural Issues reporting in 2005. 

EDUCATION

Bachelors of Arts in Broadcast Journalism & Spanish Minor 

Arizona State University, May 2003

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