Marketing & Communications | Project Management | Development
Marcelina Robledo, LSSBB
I am an entrepreneurial-minded, out-of-the-box thinker, Lean Six Sigma Black Belt certified, career-long experience in Influencer Marketing, Project Management, SEO/SEM, E-commerce, Social Media Management, Email Campaign Management, Media Buying, Strategic Planning, Business Development, Organizational Development, and Digital Content Development and Management.
My experience allows me to build multi-channel campaigns using traditional and innovative marketing methods to amplify the brands of my clients.
I am extremely talented at crafting a client’s message and forging that into a cohesive campaign delivered to the right audience.
My work is not just what I do, but it’s my passion. I stay plugged into all the latest tools and trends, and I am always listening to podcasts, webinars, and attending workshops when available to learn new ways to continue to flourish in my marketing and communications acumen and enhance my skills. (Failure to adapt is a failure to learn)
SKILLS
Organizational Development
- Organizational Leadership
- Team Building & Leading Strategies
- On-board Training
- Lean Six Sigma Black Belt Certified
Project Management
- Initiating
- Planning
- Executing
- Monitoring & Controlling
- Closing
Digital Marketing
- Search Engine Optimization (SEO)
- Search Enging Marketing (SEM)
- Influencer Marketing
- Affiliate Marketing
- Analytics & Reporting
E-commerce & Social Media
- Cpanel
- eNom
- WooCommerce
- DOKAN
- Facebook, Twitter, Instagram
- YouTube, Pinterest
Marketing Management
- Marketing & Sales Strategy Development
- Media Planning & Buys
- Budget Development & Execution
- Data analysis & reporting
Software Packages
- Microsoft Office
- Adobe Creative Suite
- Google Workspace
- Sharp Spring (CRM)
- Zoho (CRM)
Content Management Systems/Email
- WordPress
- DIVI (WP Builder)
- Elementor (WP Builder)
- Constant Contact
- Mailchimp
WORK EXPERIENCE
WLFI-TV 18
West Lafayette, IN
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WLFI-TV 18 is the local CBS affiliate media station in the region.
Multi-Media Consultant
Multi-Media Consultants discovers new advertising business opportunities, manage the commercial making process from concept to airing on TV and digital devices, and consult the advertiser on the best on air or digital solutions.
- Prospect leads in the local, regional and national markets to advertise on WLFI platforms
- Meet with new and existing clients to create effective commercial campaigns to promote their business, products, and services
- Create and present proposals and presentations to decision makers
June 2022 – Present
Breakthrough
Performance
Group
Cincinnati, OH
____________________
Breakthrough Performance Group (BPG) transforms people and organizations with Lean Six Sigma training and certifications to individuals and company-wide. BPG also offers process improvement and change management consulting to individuals and companies.
Director of Organizational Development
The Director of Organizational Development trains and consults companies during transitional periods of process improvement and change management.
- Seeks and on-boards new consultation clients who wish to implement process improvement methodologies
- Provides one on one coaching to clients’ employees during the transition period
- Networks with entrepreneurs and C-Suite level decision makers to provide professional development skills
Feb 2019 – Dec 2021
1120 Digital Media Studios, LLC
Cincinnati, OH
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1120 Digital Media, LLC is a small consulting business which fills the multi-media and digital marketing gaps for artists and creatives, small businesses, and entrepreneurs.
Owner and Consultant
Meet with the clients to assess their needs and determine the best course of action to elevate them to the next level of their business development through branding, social media, web development, project management, web hosting, and digital content marketing.
- Develop branding for artists, small businesses, and entrepreneurs
- Conceptualize strategic native advertising media campaigns by utilizing appropriate social media outlets, blogging software, Influencer Marketing, and e-commerce sites
- Project Manage various types of ventures including website development, site redesign, and video production
June 2015 – Present
Art Academy
of Cincinnati
Cincinnati, OH
____________________
The Art Academy of Cincinnati (AAC) is an accredited four-year college, which offers Bachelor of Fine Arts (BFA), Master of Arts in Art Education (MAAE), and Community Arts Education.
Marketing & Communications Director
The position of Marketing and Communications Manager for the AAC encompasses managing the brand across various platforms including print, television, radio, and web. Work cross-departmentally with Development, External Relations, Community Education, Admissions and the Faculty to promote programs, classes, exhibitions, and the school as a whole.
- Developed and managed a $100K marketing budget for 2016/2017 school year, including ad buys for radio, TV, and online
- Directed the annual revision of the Academic Catalog, seasonal Community Education catalogs, and Admissions collateral
- Increased web presence via Search Engine Optimization (SEO) and Social Media strategies
April 2016 – May 2017
Search Engine Ranking. Net
Cincinnati, OH
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SearchEngingRanking.Net was a search engine optimization company which aided its clients to rank higher in Google and Bing search engines and owns several e-commerce sites. Closed in March 2016.
Content Strategy & Marketing Director
The primary role of the position is to develop and execute a comprehensive content and marketing strategy specific to the clients’ needs and goals, create and curate content including social media posts and email/newsletter campaigns on behalf of our clients. The secondary role is to manage four e-commerce sites and provide customer service and collaborate with vendors.
- Supervised client social media accounts including Google+, Facebook and Twitter
- Partnered with customers to align social media posts and content with their promotional campaigns
- Managed four e-commerce sites, providing customer service, working with vendors, and updating sites’ products and prices
June 2014 – March 2016
EDUCATION
The Union Institute & University
Cincinnati, OH
____________________
Bachelor of Arts
Media Studies and Film-making
Graduated
May 2007
Cincinnati State & Technical College
Cincinnati, OH
____________________
Web Design & Audio/Video
Attended
1991 – 2001
VOLUNTEER POSITIONS
MEMBERSHIPS
- Tippecanoe Arts Federation Regional Arts Council Member (2021)
- Cincinnati Art Museum, Community Steering Committee Member for the upcoming Hank Willis Thomas Exhibit – 2020
- Cincinnati Bloggers & Influencers MeetUp, Volunteer Organizer – 2017 – 2019
- United States Bartenders Guild, Enthusiast – 2020
- Greater Cincinnati Human Resource Association, Diversity Engagement & Inclusion Committee Member, 2019 – Present
- Hispanic Chamber of Commerce 2019 – Present
SAMPLES
MARKETING COLLATERAL
Early January of 2020, Breakthrough Performance Group’s image was enhanced with a new corporate logo and branding. Below is a sample of a flyer with the original layout and the new logo. The remaining images are redesigned flyers with the new logo and branding. I created the flyers in InDesign and are of all of the Lean Six Sigma and Project Management Prep courses Breakthrough Performance Group offers.
The flyers are images for demonstration purposes, however, for practical use they are in an interactive PDF format. All of the instructors are able to add their contact information and class details within Adobe Acrobat free version.
EMAIL MARKETING
I currently use Mailchimp as my email service for THE GRAYIST. I send out a newsletter approximately every other week and general feature three topics: Featured Artist, Featured Item, and a Blog Post.
As we are growing and adding new features to our services, the newsletter topics are becoming more diverse. For instance, in the provided sample, the newsletter is reminding our audience of an upcoming online auction we are hosting for a non-profit in Cincinnati, OH.
Online auctions are a brand new service we are offering our members and we accept applications from non-profits to host an online auction.
WEBSITES
The following websites are the most recent within the last year. I use the DIVI theme and page builder by Elegant Themes for WordPress. I have a small website agency where I can host clients’ sites. Half are clients sites while the other half are mine.
The websites demonstrate various styles and purpose. They range from the corporate to the artistis and from the simple one-page site to a more robust eCommerce site. Click on the navigation dots to advance to the next sample. To see the site, click on the Visit Site button.
SOCIAL MEDIA (BLOG POST) & WRITING SAMPLE
For the Breakthrough Performance Group website, I wrote a blog posts while the copywriter was on vacation. The post is about using the Five Whys, a Lean Six Sigma problem-solving technique in a job search.
BONUS: ART ACADEMY OF CINCINNATI COLLATERAL PIECES
The following samples are pieces I created while at the Art Academy of Cincinnati (AAC), a small fine arts college in Cincinnati, OH. The AAC is just over 150 years old and has a legacy of educating extremely talented artist who are well-known and respected in the fine arts world.
Within the last 10 years, the school’s branding was updated to be edgy, avent-guard, and cutting-edge. The school moved from the Cincinnati Art Museum, located on Mt. Adams, which has a beautiful view of downtown Cincinnati to the Arts District in the Over-The-Rhine (OTR) neighborhood. The school purchased and converted a six-story warehouse in the heart of OTR.
To mirror the new and vibrant setting, AAC decided to update their brand. The design agency, LPK, which created the new brand, provided a detailed style guide which included all of the variations of the color pallet, fonts, and language. Since the school is an art school, the collateral relied heavily on the images to convey and support the message with very little text.
The AAC has a five distinct audiences: undergrad, graduate students, alumni, board of trustees, and the community. In addition to undergrad and graduate programs, the AAC also has summer camps for kids 5 to 12 year olds and year long community art education classes for ages 13 and up.
Ads were often run in local parents’ magazines, playbills in the local theater companies, art educators’ publications, artists’ publications, and the local PBS station. Below are samples of the various ads and a sample of a two-sided invitation proof, which was ready for production at a local printing facility.
