Michelle Beck - Palomar College

NYDIA J. SAHAGÚN
3824 S. Euclid
Berwyn, IL 60402
Phone: (312) 399-8626 or (224) 645-2169 Email: nsahagun@hotmail.com
SUMMARY
Bilingual Marketing executive with more than 12 years of comprehensive experience in all aspects of multicultural
marketing. Thought leader in the multicultural space bringing innovative yet authentic ways to reach the changing face of
mainstream America. Redefined the go-to-market approach for Sears Holdings identifying unique untapped opportunities
which have elevated brand presence in the Hispanic and African American marketplace resulting in increased awareness,
consideration and revenues. Embed multicultural insight into the fabric of the organization through direct and cross
functional teams driving action across the enterprise and delivering results against new and growing demographics.
EXPERIENCE
SEARS HOLDING CORPORATION Hoffman Estates, IL
The nation's fourth largest broad line retailer with approximately 3,900 stores in the US and Canada.
Marketing Director 2008 - Present
• Direct and lead all African American, US Hispanic, and Puerto Rico marketing for 28 business units across the Kmart
and Sears format.
• Conduct research and analysis on the ever changing Multicultural landscape, consumer needs and competitive
environment to direct overall business development strategy.
• Advise and manage the overall multicultural marketing & media budget of $40M in partnership with format marketing
channel partners and merchant organization.
• Guide strategy and implementation of key multi-million dollar celebrity partnerships ranging from Steve Harvey to the
Casa Cristina and Sofia Vergara home and apparel lines.
• Partner with public relations internal & external agency partners to co-manage all Multicultural public relations efforts.
• Launched the first transactional Spanish language web-site for Sears.com and first in language hub for Kmart.com.
• Spearheaded the launch of the first African American strategy across the Kmart format resulting in increased
investment and media spend.
• In 2010, Multicultural PR efforts for SHC generated nearly 160 million media impressions including print, TV and
online coverage, a +12 % increase y/y and in 2011 media impressions to-date have surpassed 2010 results.
• Launched Madres y Comadres the first brand-produced US Hispanic web-novela aimed at driving deeper relationships
with Hispanic women.
• Innovated and spearheaded the implementation of Latina Smart, a non-traditional social media platform that targets and
empowers bicultural Latina women. Winner of LATISM’s “Best Company Using Social Media to Target Latinos”
• Since 2009, Kmart US Hispanic store sales have consistently outperformed the chain YoY with sales increase of
+2.3% in 2009 and +3% in 2010.
• Increased unaided awareness and consideration for Kmart +12pts and +18 pts in 2009 and 2010 respectively.
• Oversee marketing strategy for Kmart Puerto Rico, producing +6.2% in YoY sales increase in ’09 and +1% in ‘10.
• Drove +1.5% in sales and +2.5% in margin for Sears Hispanic designated stores and +9% in sales for Kmart Puerto
Rico Holiday 2011.
SCHAWK RETAIL MARKETING Chicago, IL
Leading provider of brand management services, enabling companies to create deeper brand affinity.
Account Director 2006 - 2008
• Oversaw day-to-day operations of creative development and production of Kmart Circular advertising, executing over
7,000 pages a year with a circulation of 72M.
• Directed brand and seasonal photography for in-store, print and online campaign use.
• Partnered with production and consumer intelligence to streamline standard operating procedure for circular production
process from 12 weeks to 9.5 week production cycle, resulting in increased productivity and higher utilization rates.
• Led and managed a team of two Account Supervisors and six Account Executives.
• Developed and maintained client relationships while driving circular strategies and generating incremental revenue
through increased special projects.