Experience
2000 – present
Medical/Health/Government
WellNext Chicago, IL – Evaluation of health programs for Latinx workers.
Proposal for AARP – American Association of Retired persons (looking at Latinos over 50)
Amerigroup – brochure development in Spanish for Medicaid
Pfizer Cinncinnati, OH – Researching Healthcare needs among Latino men & women.
WESTAT Baltimore, MD– National research among Latino Medicare recipients.
Hoosier Healthwise (WESTAT) East Chicago, IN – Research for children’s public health
Consumer Financial Protection Bureau (CFPB) – National research effort to increase awareness among Hispanic consumers
Non-profit / Education + Arts
National PTA – Consulting research on meeting Latino needs within public school systems.
Street-Level Youth Media Chicago, IL – Evaluating Girls group program.
Centro de Enriquecimiento Mexico City, Mexico – Early childhood development center
Wing & Groove Theater Chicago, IL – Marketing for theater, as well as branding identity
NPR/WBEZ Chicago Public Radio Chicago, IL – inquiring into English speaking Latino listeners
AEPOCH + Global Force for Healing – women’s reproductive health research and storytelling
LiftUp /DoRight Enterprises Chicago, IL – social enterprise initiative
JH Philanthropy Chicago, IL
Agencies + Research Companies
McGarry Bowen Chicago, IL
Leo Burnett Chicago, IL
Santiago Solutions Group CA + NY
GONGOS Market Research MI
Burrell Communications Chicago, IL
The Bravo Group Chicago, IL
Hall & Partners Chicago, IL
Bromley Communications San Antonio, TX
Foote, Cone & Belding Chicago, IL
Ogilvy & Mather Chicago, IL
C+R Research Chicago, IL
Consumer Goods
Procter & Gamble Cincinnati, OH
Yves Rocher NY, NY – comparing skincare products between African-American & Latina women
Luvs – inquiry and development around diaper design with young Latinx mothers
Phillip Morris 21 Century – responding to anti-smoking campaigns for Latin America
Pampers – Market Research for new diaper design
Downy – Price, product design and consistency of fabric softeners.
Suave – Research for new shampoo strategy
Hallmark – Memories project – discovering why & how people keep memories.
Hallmark en Español – Discovering card usage + Latino perceptions for new cards in Spanish.
Illinois Lottery – Research Video among Lottery players. Presentation development for client bid.
World Book Encyclopedias Chicago, IL – Response to new encyclopedias in Spanish.
Nestlé/NIDO – Ethnographic exploration of fortified milk and it’s impact on infant health
Food + Beverage
Gatorade – Testing ads for new campaigns targeted at young Latino men & teens
Mcdonald’s – Big Mac/Pirates of the Carribean – video research, presentation + creative brief
Pop Secret Popcorn – Creative Brief & Consumer Insight Development
Coca-Cola – research for New Campaign & Insight development
Kraft – Testing ads for new product introduction into the Latino market
Silk Soy and Horizon milk – development of plant-based coffee creamer
Blue Bunny dairy products – ice cream research among Latinx market
Quest International Hoffman Estates, IL – Research to develop Mexican food flavorings
Ignite Design Chicago, IL – new milk bottle product design research.
Que Rico.com Chicago, IL – Research development for Latin food website
Retail
Payless Shoe Source – Research & Creative Development for 2002 Latino campaign.
Sears – On-the-street video research for new purchasing trends among AA & Latinos.
PetSmart Stores AZ + FL – National research evaluating the needs of Hispanic pet-owners
Wal-mart – in-store interviews in LA + Dallas
NCH Marketing Chicago, IL – Researching grocery shopping and coupon usage among Latinos.
Media + Tele-communications
Qwest Communications – Research projects for telephone + wireless services in the Southwest
The Chicago Tribune – Consulting on creative development of TV and radio spots for Latino market.
Global Telelink Atlanta, GA– Research for prepaid phone service for Latinos in Atlanta.
Banking + Finance
Harris Bank Chicago, IL – Research & strategic consulting for Currency Exchange & Business Banking projects.
1996 – 2000
At Leo Burnett Mexico I explored the discomforts of constipation with Kellogg’s All-Bran, and helped introduce Nutri-Grain bars and Rice Krispies treats into the Mexican market. McDonalds introduced “fast-food breakfast” to Mexico for the very first time, and we explored the different ways people eat breakfasts in north, south and central Mexico and then stepped behind the counter to make a new “Mexicanized” Egg McMuffin for people to try. Other projects included: the world of Mexican banking with Banorte, sweet rolls from Bimbo, the sleeping comfort of Sealy, the pros and cons of using humor when safety is a issue in Goodyear advertising for automobiles, tasting the unique & distinct flavors of whiskey from different regions of Scotland for United Distillers, making soups with Knorr, talking about cuts of ham for Fud, hanging out at Mexico city’s international airport for a Samsonite pitch and discovering some of the array of Procter & Gamble brands (Vick’s, Pampers, Head & Shoulders and Crest).
At Leo Burnett Chicago I worked with agency clients Hallmark (cards, holidays, ornaments, promotions, Mahogany, Hallmark en Español and Hallmark.com), The Dairy Association(Cheese), National Cattlemen’s Beef Association (nutrition and convenience campaigns), The Carpet & Rug Institute and pro-bono for the non-profit organization El Valor (promoting early childhood development among Latino mothers).
