TexasMBA CGSM RESUME BOOK 2017-Brand Management

2017

CONSORTIUM FOR GRADUATE STUDY IN MANAGEMENT

ORIENTATION PROGRAM & CAREER FAIR

Brand Management

© MBA Career Management | McCombs School of Business | 2017

THE McCOMBS SCHOOL OF BUSINESS
FULL-TIME MBA CLASS OF 2019

STUDENT NAME PAGE

Garrett Arras 3
Kristen Diaz 4
Sydney Reed 5
Jennifer Rivera-Vega 6
Angela Yen 7

GARRETT ARRAS

[email protected]
83 MacDougal St, Apt. 14  New York, NY 10012  (214) 862-0310

EDUCATION May 2019

THE UNIVERSITY OF TEXAS AT AUSTIN, McCombs School of Business, Austin, TX
Master of Business Administration, Concentration in Strategy and Innovation
 Consortium for Graduate Study in Management (CGSM) Fellow
 GMAT: 700

BOSTON COLLEGE, Carroll School of Management, Chestnut Hill, MA May 2013
Bachelor of Science in Finance

EXPERIENCE

GREY GROUP, New York, NY 2015 – 2017
Account Executive – GlaxoSmithKline (2017), Bausch + Lomb (2015 – 2016)

 Led production of video and print assets for Bausch and Lomb’s global campaign; coordinated with 17 teams, including
client, partner agencies and internal teams; ensured production was efficient (deliverables increased 50%), effective

(doubled engagement in key campaign objective) and flexible (four media channels and global markets)
 Managed Bausch + Lomb’s $1.3MM scope of work and assisted in negotiating and developing $1.5MM of their

campaign’s production, talent usage, and creative development estimates
 Analyzed available global data to identify key markets and potential solutions to develop a social impact program to

drive brand awareness and improve consumers’ quality of life
 Developed global advertising guidelines for fifteen markets, and established campaign elements to be easily adapted,

meeting the limited budget available to the client

BRIAN J. GANTON & ASSOCIATES, Cedar Grove, NJ 2014 – 2015

Multi-disciplinary marketing, advertising and branding firm; Architectural Products focus; 10 employees

Account Manager – Construction Specialties

 Managed relationships between the agency and client’s eight business unit managers, resulting in a 200% increase

($1MM) in agency’s revenue from previous year

 Sourced and developed a vendor partnership that reduced project production costs by 50% ($15k per project)

 Collaborated with President of agency to develop new business initiatives, including strategies for sourcing new clients

and developing customized presentations outlining the agency’s capabilities and strategy to create advertising

campaigns that would positive positively impact the potential client’s business

IPAUCTIONS INC., Montclair, NJ …………………………………………………………………………………………………………… .2014 – 2015
Intellectual property online auction platform; research, marketing, and sales; 3 employees
Chief Marketing Officer
 Drafted company’s core business plan, establishing the industry’s market size ($450MM) by analyzing patent

reassignment reports and determining average transaction price from available industry data
 Oversaw development of company’s website-design and integrated auction software, delivering 50% under budget

DEUTSCH INC., New York, NY…………………………………………………………………………………………………………… ……………2013 – 2014
Assistant Account Executive – Johnson & Johnson ACUVUE (2014), Microsoft (2013)
 Analyzed global partner agencies’ yearly budgets (North America, Europe and Asia), leading to a realignment of budget

allocations within the revised global strategic marketing focus
 Coordinated and managed logistics and market localization for a global shoot of fifteen models for product launch
 Facilitated $100K website development project , conducting daily communication between ten internal staff members,

client representatives and agency partners at all levels

ADDITIONAL
 Professional Program: Management Leadership for Tomorrow (MLT) Fellow
 Interests: Golf enthusiast, learning jazz piano, traveling to Spain, and watching music documentaries

PAGE | 3

KRISTEN DIAZ

[email protected]
1201 Dove Avenue  Miami Springs, FL 33166  (305) 778-2296

www.linkedin.com/in/kristendiaz

EDUCATION

THE UNIVERSITY OF TEXAS AT AUSTIN, McCombs School of Business, Austin, TX May 2019

Master of Business Administration, Concentration in Brand and Product Management and Marketing Analytics

 Consortium for Graduate Study in Management, Forté Foundation Fellow

THE UNIVERSITY OF CENTRAL FLORIDA, Kenneth G. Dixon School of Accounting, Orlando, FL August 2012
Bachelor of Science in Business Administration in Accounting

EXPERIENCE

GENERAL MILLS, Miami, FL 2013 – 2017
Associate Brand Manager (2014 – 2017)

 Drove brand strategy and marketing execution in Caribbean and Central America (thirty-three markets excluding Puerto
Rico, Trinidad, and Panama). Contributed $26M Net Sales and $9.5M Marketing Margin to P&L annually

 Leveraged local market insights and broader North LATAM brand and channel strategies to design local annual brand
activation plans for Betty Crocker, Nature Valley, Yoplait, Häagen-Dazs, Old El Paso and Fiber One in region

 Grew Net Sales and Marketing Margin high single digits YOY in focus markets, specifically direct-sales customer
Walmart Cent. America and distributor-model markets Dominican Republic, Costa Rica, Jamaica, Bermuda & Barbados

 Headed cross-functional Sales, Finance, Supply Chain, Distributor, and Agency partner team to ensure consistent, on-
time execution of product, pricing, point of sale, and promotional activity in these markets

 Managed product portfolio and pricing strategy in region. Executed thirty on-time export innovation launches over four
years, supported with RTBs and selling stories for customers and consumer communication and trial programs

 Generated high single digit in-market sales each year through targeted investment, despite Marketing budget being
less than 2% of RNS. In-role promotion Oct 2016, added $3.3M Net Sales Dominican Republic market to responsibilities

 Led month-end consumer spend close process for entire marketing team and reported accrual and balance-of-the-year
spend forecast to finance team; advised finance team on potential risk/fallout in monthly and annual consumer spend

 Created $65k Holistic Margin Management savings by leveraging Global Business Solutions team (GBS). Transitioned

day-to-day consumer spend process and digital initiatives for Yoplait and Nature Valley in the Caribbean to GBS

Marketing Business Coordinator (2013 – 2014)
 Designed and implemented controlled process for inputs in “Marketing Checkbook,” Microsoft Excel-based consumer

spend tracking tool where all marketing POs, invoices, and budget forecasts are stored and tracked
 Processed purchase orders and invoices for vendors and distributors for all brands and markets. Compiled accurate and

reliable marketing spend accrual information used directly in the General Ledger for the first time in region
 Established month-end marketing spend close process with Brand Managers, comparing monthly spend forecasts with

actuals and adjusting forecast accordingly. Shortened month-end close process each month by three days
 Planned and executed $1M “Marketing Toolkit” project, worked with creative, manufacturing, and logistical partners to

produce and distribute physical and electronic marketing tools across five brands in thirty-six markets
 Served as liaison between internal team, vendors, and logistics providers to find most efficient and cost effective way to

ship all premiums and point of sale materials to region’s thirty-six markets; managed all logistics and shipments

ADDITIONAL

 “Women in Leadership” Women’s Network at General Mills, Leader of North LATAM (Fiscal 17), Miami Office (Fiscal 16)
 Team Building Committee Member at General Mills (2013-2017)
 Habitat for Humanity Volunteer (2013-2017)
 Languages: Spanish (Fluent)

PAGE | 4

SYDNEY REED

[email protected]
300 N. Akard Street, 1722 · Dallas, TX 75201 • (919) 454-1278

www.linkedin.com/in/SydneyReed1

EDUCATION May 2019

THE UNIVERSITY OF TEXAS AT AUSTIN, McCombs School of Business, Austin, TX
Master of Business Administration, Concentration in Brand Management and Business Analytics

• Consortium for Graduate Study in Management (CGSM) and Forté Fellow (full-tuition scholarship)

WAKE FOREST UNIVERSITY, School of Business, Winston-Salem, NC May 2013
Master of Arts in Management, GPA: 3.5

• Corporate Fellow, Merck & Co., Inc. (full-tuition scholarship)

WOFFORD COLLEGE, Spartanburg, SC May 2012

Bachelor of Arts in Business Economics and Spanish

• Anna Todd Scholarship and Athletic Scholarship (full-tuition scholarship)
• Captain of Women’s Soccer Team Division I NCAA (2011); Female Player of the Year Nominee (2010)

EXPERIENCE

CIGNA, Plano, TX 2015 – 2017

Business Project Specialist (2016 – 2017)

• Introduced forecasting compensation model for $30M budget; persuaded finance leadership to increase budget $2M based

on model run-rate

• Optimized communication strategy for satisfaction surveys through articulating user benefits; increased response rate by 19%

• Pioneered broker insights analysis combining survey and business results to aid in strategic planning; presented to vice-

president and now classified as a quarterly analysis distributed to 60+ executives

Business Project Senior Analyst (2015 – 2016)

• Collaborated with three cross-functional partners to include earnings in team reporting for first time, providing financial

decision making at an account level versus market level

• Conducted trend analyses of healthcare market and crafted business rationales summarizing key findings; utilized by sales

leadership in presentations at national meetings

PEPSICO, Plano, TX 2013 – 2015

Marketing Analyst - Stacy’s Brand (2014 - 2015)

• Spearheaded Stacy’s and Sabra’s first co-branded digital marketing campaign with customized point of sale for Super Bowl

XLIX, resulting in 16% increase of in-store displays and overall 10% sales growth during Super Bowl

• Partnered with four brand teams and Wal-Mart customer team to customize advertising for Wal-Mart’s Roll-Back events to

include Stacy’s branding; delivered $2.4M in incremental revenue for the brand

• Avoided $250K in obsolescence through standardizing display components across all stores

• Developed business tracker for $200M brand highlighting performance drivers across distribution channels and markets;

delivered comprehensive business findings to brand leadership team on weekly basis

• Managed and organized Stacy’s $17M marketing and advertising budget

Finance Assistant Analyst (2013 – 2014)

• Forecasted product innovation for $1B portfolio of 13 premium and value brands, i.e., Cracker Jack and Stacy’s
• Determined in product portfolio analysis $3 value line of product innovation cannibalized partner brands; recommendation

to discontinue product line saved company $3M

• Evaluated Cracker Jack profit and loss statement to approve a Wal-Mart Halloween campaign, proposing sizing and packaging

efficiencies to ensure sufficient margin of profitability for brand

ADDITIONAL

• Volunteer: Tutor Spanish-speaking youth in math, reading and English (2016 - Present); Led Frito-Lay Annual Women of Color

Scholarship Event for 100+ Dallas high-school students (2013 - 2015)

• Languages: Spanish (advanced)
• Interests: World Travel (14 Countries in 16 years), Take-Out Connoisseur turned Chef, Dallas Co-Ed Soccer Champion

PAGE | 5

JENNIFER RIVERA-VEGA

[email protected]
811 E. 11th Street Apt. 345  Austin, TX 78702  (215) 290-6242

EDUCATION May 2019

UNIVERSITY OF TEXAS AT AUSTIN, McCombs School of Business, Austin, TX
Master of Business Administration, Concentration in Marketing Analytics and Brand Management
 Consortium for Graduate Study in Management (CGSM) Fellow

DREXEL UNIVERSITY, Philadelphia, PA June 2007
Bachelor of Arts in Journalism

EXPERIENCE

INTERBRAND, OMINICOM GROUP, New York, NY 2017 — Present

Global brand consultancy with proprietary methodologies in brand development, management and analytics.

Program Management, Business Development Independent Contractor

 Created and facilitated brand valuation, tracking and positioning programs for consumer and enterprise brands

including: Gulfstream, InterContinental Hotel Group, Citibank and American Express which resulted in revenues of over

$700K

 Optimized project fee estimation process by identifying variables and common watch-outs which increased projection

accuracy and reduced rounds of iterations by an average of 10%

GLOBAL TEAM BLUE, WPP, New York, NY 2014 — 2017

Marketing agency of record for Ford Motor Company.

Business Insights Manager (2016 — 2017)

 Developed and promoted a quarterly report which distilled disparate automotive and advertising data identifying

actionable opportunities which informed retail marketing strategies for 8 market areas

 Analyzed search queries and vehicle registration data to better understand cross-shopping behavior, which led to an

improved conquest-messaging strategy

 Conceived, designed and managed A/B tests to determine the optimal medium and language to reach Latino auto

shoppers thereby increasing digital advertising engagement by 12%

Digital Account Supervisor (2014 — 2016)
 Managed a $35mm budget in the Northeast US region across digital channels (search, programmatic, display, social

media and influencer marketing), resulting in a 15% average effectiveness increase
 Led quarterly digital marketing workshops with Ford Motor Company client, which helped increase understanding of

new media and capabilities
 Created a business case advocating for programmatic advertising as a way to directly target shoppers searching for

competitors, which led to an expansion of programmatic advertising campaigns in the Northeast US region, and a
conversion increase of .5% among non-Ford shoppers

INTERBRAND, OMINICOM GROUP, New York, NY 2013 — 2014

Program Manager, Brand Intelligence

 Managed research (quant. & qual.) studies, positioning and brand identity engagements for brands across industries

including Tiffany & Co, Goodyear, Verisign, Aflac, AXA, AARP, Siemens and Condé Nast with over $2mm in billings

 Grew relationship with Tiffany & Co. which led to an expansion of a global brand tracking study (Australia, East Asia,

Latin America, US and the Middle East) helping exceed forecast goals by $500K

 Orchestrated over a dozen subject matter experts across Interbrand’s global network to create a comprehensive audit

of the Siemens brand

ADDITIONAL

Languages: Spanish (Native)
Professional Organizations: She Runs It Mentor, Multicultural Alliance Event Co-Chair
Volunteer: New York Cares SAT Prep; Center for Career Opportunities – launched program in Harlem (2016) and led 8
tutors; worked one-on-one with previously incarcerated men and women to prepare them to return to the workforce

PAGE | 6

ANGELA YEN Commented [KB1]: Angela – Welcome to McCombs!
Remember to update with your school email and Austin
[email protected] address once you’re settled
4241 Swift Ave. Unit 4  San Diego, CA 92105  (626) 378-9858
Commented [KB2]: Can you back this up with a little
www.linkedin.com/in/AngelaYen more context? Instead of listing all publications and
television channels could you identify which ones were new
EDUCATION relationships for the non-profit?
Commented [KB3]: Italicize publications
THE UNIVERSITY OF TEXAS AT AUSTIN, McCombs School of Business, Austin, TX May 2019 Commented [KB4]: Great bullet and actionable result!
Commented [KB5]: How? Share examples of activities or
Master of Business Administration, Concentration in Brand and Product Management and General Management initiatives you did to support this

 Consortium for Graduate Study in Management (CGSM) Fellow Commented [KB6]: How many?

UNIVERSITY OF CALIFORNIA, SAN DIEGO La Jolla, CA June 2010 Commented [KB7]: Great bullet …minimize to two lines
Bachelor of Arts in Communication by taking out superfluous words “on an annual basis” vs
“annually”
EXPERIENCE Commented [KB8]: Great action verb! How you quantify
how many relationships?
REALITY CHANGERS, San Diego, CA 2010 – 2017
Non-profit empowering over 1k low-income youth to earn over $100M in scholarships to top universities Commented [RA9]: You can remove this line for OP but
Director of Communications & Student Outreach (2014 – 2017) please remember to add it back in when you arrive on
campus
 Led eternal communications efforts to strengthen the Reality Changers brand; secured coverage in newspapers (San
Diego Union Tribune, Voice of San Diego), television appearances (KUSI, Univision, ABC 10), and radio shows (KPBS)

 Developed donor stewardship program; highlighted organization’s achievements through monthly email newsletters
and blog posts to 6k+ supporters

 Managed social media profiles to create an online community that supported organization’s mission; Facebook: 4.3k
followers and Twitter: 1.5k followers

 Cultivated company culture and strengthened employee engagement in the workplace by implementing recognition
programs and staff celebrations for the organization’s 30 employees

 Created initiatives that provided learning experiences outside of the classroom for underrepresented students

Director of Student Opportunities (2013 – 2014)
 Spearheaded the student volunteer program by coordinating 30+ community service events annually resulting in

students volunteering over 2,500 hours
 Organized partnerships with 50+ local businesses & community organizations to enhance student engagement (i.e.

internship opportunities and special events designed to promote interests in specific career fields)

Coordinator of Volunteers, College Forums, & Community Service (2010-2013)
 Recruited, trained, and managed 150+ weekly volunteers annually to serve as mentors to inner-city youth by working

closely with college students, professionals, and retired adults who seek to make an impact on first generation students
 Launched the organization’s “College Forum” program by establishing relationships with college admissions officers and

coordinating 10 official program visits annually which helped students expand their interests in colleges

ADDITIONAL

 Languages: Mandarin Chinese (Intermediate)
 Volunteer experience: Kiwanis Club of San Diego, San Diego High School Key Club Advisor
 Interests: Travel - visited 20 countries (Southeast Asia, Tonga, New Zealand, Trans-Siberian Railway through Russia,

Mongolia, and China), cooking, table top games

PAGE | 7

For additional information on
Texas MBA Candidates and Recruiting at the McCombs School of Business,

Please connect with our
Employer Relations and Recruitment Services Team:

Bill Flemming
Director MBA Employer Relations
[email protected]

Michelle Hardy
Director, MBA Employer and Alumni Engagement

[email protected]

Megan McAdams
Director, MBA Recruiting & Operations
[email protected]