Grace M. Taco

Experience

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  Know How Advertising

  Jan 2004 - Jan 2009

  Executive Account Director

  Coordinated the relationship between agency and client.Managed international accounts which needed corporative alignment and knowledge of Latin American markets, those brands were: Microsoft, I malls, Bagó Laboratories, Chevrolet and Metro.Design and implementation of operative process for the traffic department, as its planning, control and internal production. Supervised a group of designers and account executives.Analyzed costs and defined ratesManaged the negotiation with clients and external vendors.Developed marketing strategies for the brands managed by the company. Show less

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  DIRECTV Latin America

  Aug 2009 - Mar 2015

  Responsible for corporate communications with internal and external clients and stakeholders. Managed the media and creative agencies with a seven high figures advertising budget. Oversaw and directed activities for the following areas: • Media: Responsible for communication strategies, creative campaigns and it’s execution. Responsible for the media buying annual budget and the internal media planning team. Supervised the results of two agencies (media and creative) • Internal communication: Worked in coordination with the HR department to promote internal campaigns focused on motivation, health, work environment, sales activations and contests for internal stakeholders. • Trade Marketing: Identified innovative ways to promote DIRECTV Ecuador’s products in owned and third parties point of sales (POS). Negotiated with large retail chains (pharmacies, markets, and supermarkets) to obtain good deals for DIRECTV products. • Public Relations: Created corporate messages to press and defined the first procedure of crisis management. • Digital: Directed and oversaw local commercial and programming content allocated in www.directvla.com/ecuador. Achievements: Brand recognition rate increased in 160%. Top of Mind record in the company’s history in 2011 and record of sales during World Cup 2010. Successful launching in the Ecuadorian market of: DIRECTV Prepaid in 2011, WC South Africa Campaign in 2010, Access Magazine in 2009. Participation in Regional Committees: Access Magazine, Internal Communication, PR, Subscriber’s base communications. Show less

  • Sr. Regional Manager, Advertising Sales

    Jan 2012 - Mar 2015

  • Marketing and Corporate Communications Manager

    Aug 2009 - Dec 2011
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  AT&T

  Apr 2015 - now

  Responsible for the innovation of linear and digital advertising products in 6 markets and the communications strategy of the Ad Sales / Programming initiativesCreation of regional and local sponsored content into DIRECTV communications platform Implementation of Paid Tv, social media, linked in, and WhatsApp campaigns to motivate internal sales force with advertising offers and products in Colombia, Peru, and Ecuador. Create synergies with third-party sales representatives in Argentina, Chile, and Uruguay. Increase impressions, downloads, and views in DIRECTV Sports Web & App in Latam Create advertising sponsorships around large sporting events: Copa America, World Cup, NBA, La Liga, UEFA Euro, UEFA Nations League, and others broadcasted by DIRECTV Sports partnering with leading brands such as Coca – Cola, Budweiser, MasterCard, Apple. Market research and benchmark of rates for regional advertising products, deep analysis of PayTV and digital media industry in Latin America plus consumer behavior Participation in linear and digital Committees of Integration with Warner Media (advertising business, data analytics, marketing initiatives, special projects I.e.: Justice League Promotion) Change management involving staff, budget, multicounty integrations Show less Responsible for the development of advertising products oriented to data driven assets, using relevant content, audience measurement, big data, and deterministic methods. Financial modeling and evaluation of new technological products and business as DIRECTV GO, DIRECTV Sports Web & APP, Data-Driven Linear Broadcasting, Infomercial channels, and Addressable Advertising. Agile project management to find new cross-functional advertising opportunities within the areas of marketing, subscriber base communications, creative production, programming, IT, social media, and digital platforms. Management of commercial relationships with the 6 principal media agencies in Latam: Publicis/Starcom, IPG Media Brands, Group M (Mindshare, Wavemakers, Mediacom) Omnicom Revenue share model management for content providers such as Conmebol Copa Sudamericana, Copa America, La Liga Smartbank, NBA, e-gaming and others. Creation of the data-driven linear advertising model for Latin America, including the integration of a data lake composed of DIRECTV first-party data, Pay TV ratings, and digital consumption behavior. Analysis and measurement of such data to monetize through CRM and customized advertising campaigns including e-mailings, SMS, TV, digital, social media, augmented reality, and virtual reality. Show less Lead negotiations with global and regional brands to create partnerships and sponsorships within DIRECTV's communication platform in Latin America. Define strategies to increase the sales results and the average deal closing rate of the sales team. Creation of sales, operations, and financial process for the Miami office and across the region including Communications, Commercial Proposals, DataBase, Traffic, Legal and compliance procedures, Ordering and measurement, Finance, and Managerial reports. Lead business relationships of Miami office with sales representation channels: Golf Channel, Food network including legal agreements, compliance, finance reports, and sales managerial reports. Manage advertising relations with networks: HBO, A&E Networks, Sony, Lifetime, H2, HolaTV, Golf Channel, Pasiones, and Food Network. Design of post-buy reports, videos, and up-front events to ensure the better positioning of DIRECTV as a media brand. Budgeting, forecasting, control, and management of the Miami office Business Plan. Design of local packages, rates, and “starter kits” for new markets as Panamá, Peru, Uruguay, and Chile.Development of media strategies inside DIRECTV Platform for clients as: KIA, Coca Cola, Avianca, Continental, Plus Petrol, H2 and Lifetime Show less

  • Lead, Product Management & Development - Vrio Corp. DIRECTV Latin America

    Oct 2020 - now

  • Lead, Marketing Technology Manager & Product Development - Vrio Corp. DIRECTV Latin America

    Jan 2018 - Oct 2020

  • Lead, Advertising Sales - DIRECTV Latin America

    Apr 2015 - Dec 2017