Michelle Beck - Palomar College

NYDIA J. SAHAGUN PAGE 2
THE GUILD GROUP Chicago, IL
Independent promotions agency servicing some of America's most prestigious brands.
Account Supervisor 2005
• Led development of trade promotional plans focused on the Hispanic market for six key Kraft retail partners across
seven brands which over index against the Hispanic market.
• Supported customer marketing team in sell-in, execution and performance of all in-market programs designed to
increase store traffic and sales among key categories.
• Provided leadership as agency/client liaison for all strategic and creative needs.
• Managed and cultivated partner relationships.
LEGACY MARKETING PARTNERS Chicago, IL
Top experiential marketing agency with full service creative capabilities.
Senior Account Executive 2001 - 2004
• Developed marketing, creative and media strategies for the Hispanic market.
• Managed production budgets in excess of $2M and oversaw production process of all creative assets.
• Developed and maintained marketing partnerships with retail, music and sports partners such as Walmart, Universal
Music, Miami Dolphins and Atlanta Braves.
• Played lead role in development and pitch of the first Hispanic market agency program.
• Multicultural pioneer contributing to the development of agency’s first multicultural team of three.
• Oversaw budgets/work plans and prioritization of deliverables, ensuring project completion within forecasted time
frames and budgets.
LATINA MAGAZINE Chicago, IL
Leading monthly lifestyle, entertainment, beauty and fashion magazine for acculturated Hispanic women with a combined
audience of nearly 3 million. Flagship property of Latina Media Ventures, LLC.
Midwest Advertising Sales 1999-2001
• Prospected and developed key advertising relationships with advertisers directly and through ad agencies using direct
telephone and in-person sales approaches
• Communicated account status across all levels of organization, gaining support to resolve situations as needed.
• Determined client’s business model, budgets, success metrics and decision-making process to develop the most
effective advertising options and pricing. Developed creative sponsorship packages that were innovative and effective
for clients.
• Maintained ongoing communication to ensure execution of contract deliverables and maximum program optimization.
Managed sales territory for existing business.
• Developed new and incremental business by determining client needs and proposing appropriate programs.
EDUCATION
KELLOGG SCHOOL OF MANAGEMENT, NORTHWESTERN UNIVERSITY Evanston, IL
MBA, Marketing, 2011
COLUMBIA COLLEGE Chicago, IL
BA, Marketing Communication, 2001
• Dean’s List
ADDITIONAL INFORMATION
Community Service:
• Council Member, Out & Equal Chicagoland Regional Affiliate
• President, GLAS, Sears Holdings LGBT Network
• Advisor, Sears Holdings Hispanic Associate Network
• Spanish fluency
Awards:
2011 LATISM’s “Best Company Using Social Media to Target Latinos” for Kmart’s Latina Smart Program
2011 Publicity Club of Chicago’s Golden Trumpet Award for Kmart’s “Share the Word” Black History Month Program