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ALBA BERDALA

Flat 1, 24 Pembridge Road, London W11 3HL +44 (0)77 3290 1553 AlbaBerdala@gmail.com

HIGHLIGHTED QUALIFICATIONS
A goal-oriented marketing and advertising professional with five years experience across leading advertising agencies and within a Fortune 500 company. Proficient in the oversight and management of national and international advertising initiatives including brief development, creative development, production, and post-analysis across all media (television, radio, print, out-of-home, retail, social and digital). An excellent communicator, with strong interpersonal skills and a track record of building executive-level relationships. A problem solver who possesses exceptional attention to detail, analytical and solution-oriented skills. Industry expertise in: Quick Service Restaurants, Consumer Packaged Goods, Banking, Retail and Travel

PROFESSIONAL EXPERIENCE
Young & Rubicam, Inc. Account Supervisor on BMO Harris Bank N.A. Chicago, IL January 2014 March 2014

Following seven months of supervising BMOs Hispanic advertising, was invited to become the Account Supervisor for the banks general market efforts Supervised and mentored a team of two, including an Account Executive and Assistant Account Executive Developed briefs and managed creative process for the clients campaigns including, among others, its exclusive local sports partnerships with the Chicago Bulls (NBA), Chicago White Sox (MLB) and Chicago Blackhawks (NHL) Directed team in the development of print ads used within several local and national trade publications Supported client in its initiative to synchronize advertising across Canada and the U.S. Managed projects scope of work to ensure that project milestones were met and that costs were incurred in line with client expectations Account Supervisor with The Bravo Group (a Division of Young & Rubicam, Inc.) June 2013 January 2014

Clients included: Wrigley Gum Brands (Orbit, Extra, 5 Gum), Famous Footwear, BMO Harris Bank and Tampico Managed several accounts and coordinated a team of six through the development of integrated marketing campaigns targeting Hispanic demographic including TV, radio, print, out-of-home, digital and retail activations Participated in focus groups to uncover actionable consumer insights and to ensure accurate targeting of advertising campaigns for Wrigleys gum brands Worked with Tampico on its launch of a new product, including naming of the product and building a retail campaign Participated in the development of a comprehensive strategic marketing plan for Famous Footwears 2014 Hispanic efforts Built and negotiated agency scope of work with current and potential clients, adhered to budgets, and oversaw account billing to maximize agency profitability DDB Chicago Account Executive on McDonalds Account Chicago, IL June 2011 March 2012; August 2012 June 2013

Served as a liaison between McDonalds and key DDB functional teams (strategy, creative, production, legal) and acted as a primary point person throughout the development of certain TV, radio, outdoor, print, digital and social campaigns for national launches and new product testing Oversaw the development and implementation of several national McDonalds campaigns and product launches across the companys beverage, chicken and value categories Collaborated with the National Football League (NFL) during the launch and implementation of a successful campaign for McDonalds Chicken McNuggets Partnered with agency planning team to develop strategy, positioning and naming for new and existing products/categories Delivered regular insight into category, marketplace and competitive trends to assist McDonalds marketing personnel in strategic decision-making and presentations to owner operators Developed campaign management resources that improved flow of communication and elevated client satisfaction

McDonalds Corporation Marketing Manager, Beverage Category (Consultant)

Oak Brook, IL March 2012 August 2012

Asked to fill-in for the Beverage Category Marketing Manager while individual was on maternity leave. Re-located to McDonalds Global headquarters for six months and filled the role on a full-time basis Oversaw and managed the launch of five national advertising initiatives within the beverage category. Each campaign had original executions across four major ethnic demographic groups and across all media Led and facilitated pan-agency collaboration and integration across 7+ agencies Coordinated packaging development for core items and promotional products Partnered with internal menu innovation team on new product development including comprehensive product research, testing and development of business cases Supported long term strategic planning for the beverage category, spearheaded quarterly business reviews and collaborated on presentations to owner operators Worked closely with operational and supply chain teams to ensure accuracy of business projections and training manuals for crew members Collaborated with McDonalds global team during the development of the Creative Asset Library, a database of creative assets to be used by McDonalds and its agencies globally PACO Ideation Account Executive Assistant Account Executive Chicago, IL January 2010 May 2011 June 2009 January 2010

Clients included: Aeromxico, Chicago Fire Soccer Club, Cricket Communications, Sears Holding Corporation Supported Account Supervisor in the production of e-newsletters, website content, promotional materials, radio, TV, and out-of-home campaigns in both Spanish and English Applied strong language and communication skills in order to effectively serve clients with a domestic and international presence Prepared a years worth of topics and articles for weekly international newsletters to be distributed across a clients vast databases of approximately two million subscribers and analyzed the weekly performance Researched and developed content for online national scholarship campaign that attracted nearly 52 million digital impressions over a three-month period and organized selection process for over 5,000 applications Created extensive employee manuals used in the training of over 40 Brand Ambassadors, which included brand and product overviews, speaking points, event details, and more Performed rigorous market and event diligence in order to plan, coordinate and execute multiple Chicago events

EDUCATION & HONORS


Indiana University, College of Arts and Sciences, Bloomington, IN Major in Telecommunications, Honors Program Minor in Psychology; Certificate in Business Foundations, Kelley School of Business IU Womens Varsity Tennis, Student Athlete & Team Captain All-Big Ten Conference Team Gene Branigin Memorial Womens Athletic Scholarship IU Athletics Alpha Beta Honorary May 2009 Cumulative GPA: 3.6/4.0 Major GPA: 3.8/4.0 August 2005 May 2009 2007 2008 2005 2009 2005 2009

SKILLS & PROFICIENCIES


Fluent in English, Spanish, Catalan. Basic knowledge of French language Experienced in Microsoft Word, Excel, PowerPoint, KeyNote, Competitrack, SurveyMonkey, ExactTarget, and Google Analytics Citizenship: EU/Spain (sponsorship not required in UK)

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