Cathy Santa Maria

Experience

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  Euro RSCG Beker-México

  Jan 1984 - Jan 1988

  Account Supervisor - Paulino Romero (later Euro)

  • Served as Kimberly Clark brand manager for subsidiaries including Kleenex, Kotex, Huggies.

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  Grey Advertising

  Jan 1988 - Jan 1989

  Account Supervisor / Director

  • Directed client accounts including Procter & Gamble brands Downy, Mister Clean, Safeguard, and Dawn.

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  TERAN\TBWA

  Jan 1991 - Jan 1996

  Account Director

  • Directed Client BBVA Bancomer, for all retail products.

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  Z Publicidad

  Jan 1996 - Jan 2001

  VP Account Management

  In this role, I collaborated with the executive leaders of a new advertising agency as trusted advisor and strategy driver. I built an integrated brand image and established the operational and methodological foundation, enabling growth to one of the top five agencies in the country within 18 months.• Delivered full-cycle marketing and communication strategy incorporating intensive market research and deep cultural understanding to align results with goals for clients such as Bacardi and Volkswagen.• Drove brand redesign and launch for longtime banking institution client (Bital) in preparation for corporate sale. Transformed corporate identity to improve acquisition appeal and brand engagement across all SE levels, supporting pursuant growth to number one in country and acquisition by HSBC.• Established systems and processes to scale operations, driving team growth from nine to 100 within 3 years. Ensured operational excellence while leading project research, evaluation, and execution. Show less

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  TERAN\TBWA

  Jan 2001 - Jan 2005

  VP of Account Management & Business Development

  Teran/TBWA is a marketing, PR, & advertising agency offering cultural insight, trend analysis, and disruptive strategies. I acted as key group account manager, driving communication with client executives to assess needs and design high-impact solutions. • Monitored and analyzed market trends to identify new sources of revenue for clients. Guided strategy across market research, campaign development, and consumer/internal communication.• Led research and implementation of market needs and opportunities, identifying innovative approaches to supplement revenue from traditional agency fee structure.• Established new business units that added 20% additional revenue within year one through increased capacity in collateral/digital design and below-the-line (BTL) services. Show less

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  Z Publicidad

  Jan 2005 - Jan 2009

  Executive Vice President

  For this international award-winning creative advertising and communication agency, I served as strategic marketing and insight partner to two internationally renowned creative executives. I established a metric-driven framework to support highly effective full-cycle creative campaigns while leading agency operations, contracts, and pricing. • Led methodology, design, and execution of in-house market research and focus groups that delivered foundational insight for unique and successful approach to campaign development/pitch.• Oversaw account management driving client relationships while developing new business opportunities and revenue sources. Implemented metrics for project success and client satisfaction, ensuring attainment.• Developed company marketing and communication strategies yielding superior creative product and premium pricing strategy while breaking with industry mold. Effort yielded clients such as Coca-Cola, Bacardi, and Terra. Show less

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  SCPF

  Sept 2010 - Sept 2011

  General Manager, Mexico Office

  SPCF is an international marketing and advertising agency recognized as one of the four leading European independent agencies. I was charged to drive Hispanic market entry and business development for SPF Barcelona, establishing its first Mexico City office from the ground up. • Recruited and directed creative, account management, and administrative team, establishing market strategy, regional priorities, and operational framework.• Identified opportunities, built relationships, and negotiated engagements. Partnered with executive leaders to acquire accounts, grow existing relationships, and enable regional goals with high-profile global brands such as Church & Dwight and Coca-Cola. Show less

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  SMC GBO Services

  Jan 2012 - Jan 2018

  Business Success Consultant / Founder

  I delivered broad insight into strategic brand, operations, and contract management, serving as a strategic partner to my clients.• Developed full brand strategy and startup plan for Alegría Mexican Catering and Limón y Tequila, including branded materials, multiplatform marketing strategy, and corporate relationship development.• Enabled scalable growth for consulting/training client expanding to global operations and oversaw compliance aspects of 14-15 related international contracts. Show less

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  Focus Group Consulting

  Jan 2019 - now

  Market Moderator & Research Lead

  Leveraging decades of experience driving Hispanic market entry for globally known agencies and brands, I work with clients to enable their goals within this highly competitive market. Summary of Expertise:• Marketing executive leading research methodology, design, and execution that enables strong client insights, data-driven strategies, and measurable results.• Trusted advisor delivering research solutions that produce brand awareness, engagement, and loyalty within target markets.• Strategic partner with experience designing, recruiting, and leading market research on behalf of the world’s largest brands and subsidiaries, including Coca-Cola, Proctor & Gamble, and Kimberly Clark.• Results-focused project manager delivering geo-tailored product introductions for clients including VW Jetta, Bacardi Lime, Downy, Huggies, Coke Zero, Dawn, and Viagra. Show less