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Cecilia's comprehensive understanding of media strategy, tactics and trends has been greatly influenced by her lengthy experience in agency account management, where she worked for many years. She knows that having a thorough understanding of a client's brand, their competition, market dynamics and, most important, the customer, is critical to developing powerful communication strategies. It’s this understanding that enables her to bring a special perspective to media. She understands that when media works hand-in-hand with creative, PR, research and other agency disciplines, the client’s message is delivered with the utmost impact on the consumer.
Her brand experience includes H&R Block, Russell Stover Candies, Walmart, Whitman’s Candies, Hill’s Pet Nutrition, Sergeant’s Pet Products and The Buckle.
She’s been in the agency business long enough to be an effective team leader with strong interpersonal and entrepreneurial skills. From strategic marketing to creative development, and from media to research, "C" has had a hand in it and understands what it takes to get the work done. And done right. Now she is a true media expert who develops target connection strategies from a media neutral perspective. She creates yearly consumer and business-to-business media plans. She oversees buy execution and stewardship. She leads the charge.
C on shopping: "I'm not crazy about shopping. So I tend to plan my trips and then do what needs to be done. I almost never browse. I make a list of the things I need and the stores I'll visit and check them off as I go. Large purchases are different, though. I’ll gather as much information as possible online first, and then visit a number of retailers or dealers to see and feel the item I’m considering. By the time I've done all that, I'm ready to buy."
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