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LUIS TAVARES www.tavares.com luiscreates@gmail.com (home office) 212.555.5555 • (mobile) 212.555.5515 497 West Barclay Street #4B • New York, NY 10021 CREATIVE DIRECTOR • MARKETING STRATEGIST • PRODUCT INNOVATOR High-­‐Impact / World-­‐Class / Cost-­‐Effective Marketing CAREER PROFILE Thrive in both the creative and business spheres to produce powerhouse consumer brands through a unique blend of product development, marketing, messaging, and creative leadership. More than 20 years of global experience generating artistic concepts and working with world-­‐famous advertising photographers and creative teams to produce memorable campaigns in beauty and skin care, hospitality, spirits, entertainment, and automotive categories. Recognized for developing new products, including celebrity fragrances, hair care products, and skin care products. AREAS OF EXPERTISE § Brand Strategy & Management § Small-­‐Budget Marketing Strategies § Internet Marketing / Social Media § Marketing Communications § Product Development § Print & Digital Media § Experiential Marketing § Advertising § Creative Direction § Team Leadership Book Author — Make Your Mark (published 2008 by Harper Collins) Thought Leader — Featured in Brand Week, Ad Week, Ad Age, The New York Times, CNN, Brand Channel Public Speaker — Conference Board, Institute for International Research, Marcus Evans, and multiple global events Award Winner — 2009 CNBC Property Awards, 2008 Best Fragrance Launch, AIGA Design Awards EXPERIENCE AND ACHIEVEMENTS FIREFLY DESIGN AGENCY New York, NY • 2006—Present Creative Director Propel revenue growth of major consumer brands as creative director, message innovator, and brand strategist for agency clients. Conceptualize multi-­‐platform campaigns, strengthen corporate identities, and write compelling copy. Clients: BFD Advertising Agency, NYC • Tello Advertising, Paris • Mille Design, Paris • Claire Redon Worldwide, NYC • Murphy and Keller Advertising, NYC • Brand Luminaries, Inc. • Fashion International Representative Brands: VIP Clothing • Sasha Cosmetics • Femme Fragrances • Mode Television • Tommy Derringer • Baby Phun Fragrances • Global Leather • Fast Car International Representative Projects: §§§§§Brand Innovation. Created Sasha’s trademark/name for new line of cosmetics, enabling company’s ambitious launch that includes a full-­‐length film. New Product Launch. Led rollout of Fleet’s largest-­‐ever new fragrance launch for Diadem product. Global Relaunch. Strengthened iconic Italian fashion label Caruso through development and execution of concept, advertising campaign, and opening of first concept store in Hong Kong in 2010. Brand Revitalization. Reversed Chronos brand’s decline, growing market share in select regions including both Eastern and Western Europe. Award-­‐winning Campaign. Won coveted MSNBC awards for Best Resort Marketing, Advertising, Concept, and Architecture for Serenity eco-­‐friendly Caribbean resort. CHAPTER 9 : MarketingLadder: Resume Samples & Keywords218