ClickCease
Verified Talent

Cynthia Abad-Mancheno

Miami, FL & Madrid, Spain
$190
/hr
Verified Talent

Experienced in tackling all sizes of business & marketing challenges; helping brands connect with customers and grow.
Executive MBA, IE Business School, Madrid, Spain 2020
Certified Holistic Life, Career & Executive Coach™ by Goal Imagery®.
Entrepreneur helping direct a circular economy startup.

Schedule Free Consultation

Experienced in tackling all sizes of business & marketing challenges; helping brands connect with customers and grow.
Executive MBA, IE Business School, Madrid, Spain 2020
Certified Holistic Life, Career & Executive Coach™ by Goal Imagery®.
Entrepreneur helping direct a circular economy startup.

Worked With

CLIENTS:
— S&P Global
— Merz Aesthetics
— IBM
— PepsiCo
— Edgewell Brands
— Publix
— Marriott
— Ulta Beauty
— Playtex
— U.S. Navy
— Chevrolet
— Cadillac
— Gold´s Gym

AGENCIES:
— MullenLowe U.S
— Campbell-Ewald Advertising
— Leo Burnett Advertising
— 22squared
— Zimmerman Advertising

Case Studies

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Specialty Areas

Brand Marketing
Growth Marketing

Vertical Experience

Healthcare
Beauty
Travel
Automotive
Finance
Technology

Tools

Google Analytics
Qualtrics
SurveyMonkey
Wordpress
Keynote
PowerPoint
Excel
Word
Facebook

Skills

Positioning
Brand Architecture
Brand Planning
Research
Target Market Analysis

Recent Roles

Owner

CAM Brand Strategy | 2021- Present
  • Specialize in developing sustainable competitive advantages by finding creative solutions to business challenges. Recent projects include:
    -A medical device startup that is part of a Silicon Valley incubator, with them I developed a customer profile, journey, managed the creative agency search, supported development of the GTM strategy and sales tools for their 2022 commercial launch.
    -Developing speaker series content for a global financial services provider.
    -Positioning, name, and target identification for a brand new retail entertainment concept.
    -Value proposition refresh and content strategy for one of the largest global software providers.
  • Services include:
    -Market assessment & competitive research
    -Market segmentation
    -Strategic positioning & brand architecture
    -Marketing plan development
    -Purpose, mission, vision, & values
    -Audience identification, persona development & customer journey mapping

Co-Founder

Go Little Loop | 2020- Present

Senior Vice President, Brand Strategy Director

MullenLowe U.S | 2015- 2021
  • 2020-2021: Strategic marketing support for Edgewell Brands, including Banana Boat, Schick, Skintimate, & Hawaiian Tropic.
  • 2018-2021: Repositioned Merz Aesthetic's anti-wrinkle injection Xeomin as a beauty brand. Effies Finalist for the Later Haters campaign where we X-ed out category stigma. 2020 Global campaign featured Gwyneth Paltrow.
  • 2016-2018: Highly successful rebranding for Ulta Beauty, a retailer with 1,200+ locations. Won a Gold Effie, in 2018 for Ulta’s, “Time is a beautiful thing” BCRF campaign.
  • 2017: Playtex (bras): Repositioned the brand, and launched the social campaign, Playtex Positivity, celebrating all women.
  • 2015-2016: Pep Boys (nationwide auto service retailer): Repositioned the brand and created an advertising campaign focused around car problems being people’s problems.

Strategic Planning Consultant: CAM Brand Strategy

Freelance Strategic Planner | 2010- 2015
  • Key Projects:
    - S&P Capital IQ Global launch of The Power To Capitalize campaign, empowering brokers with the latest data tools.
    - Wells Fargo, developed their first social media strategy.
    Gold’s Gym (400+ locations in the U.S.): Developed their positioning and launch strategy for the Express retail format.
    - REI brought segmentation to life through immersive research.

VP, Associate Director of Strategic Planning

Mullen/Frank About Women | 2008- 2010
  • Embarq, regional telecom, helped identify and define their first target audience initiative, new brand positioning and campaign.
  • La Quinta, hotel chain: Evolved their positioning, led research to deeply understand their target audience (segmentation and decision making).
  • CSC/Computer Sciences Corporation, was a global business-technology provider: Defined their complex B2B customer offering for their marketing team; and developed target audience profile.

Senior Brand Strategist

Zimmerman Advertising | 2007- 2008
  • Mattress Firm, a retailer with 2,500+ stores: Developed a new positioning, brief and campaign for the brand.
  • AutoNation, American automotive retailer: Conducted research to understand offers and initiatives that would be most relevant to consumers to choose AutoNation over its competitors.
  • Introduced methodologies new to the agency and clients, including Buzz Marketing and Secret Shopping.

Senior Account Planner

22squared | 2006- 2007
  • Publix, grocery retailer with 1,000+ locations: Wrote creative briefs to develop creative campaigns for the, “Where Shopping Is A Pleasure” campaign. Developed launch tactics for Publix GreenWise Market.
  • Orlando Convention & Vistor’s Bureau, developed the strategy for domestic and international leisure and meetings for their $35 million national television and print campaign.
  • Marriott International, developed targeting and a strategic direction for all seven of Marriott’s hotel brands and their printed, onsite pieces, and the gift cards.

Account Planner

Campbell-Ewald Advertising | 2004- 2006
  • Client: U.S. Navy, designed research to better understand Millennial’s influencers as well as their impressions of the military/U.S. Navy lifestyle in order to develop more relevant advertising.
  • Client: Alltel, refined their target audience to ”youth” users, 12-30 years-old, through immersion events (concerts, festivals). Developed the creative and messaging strategy for the “Come and Get Your Love” campaign.
  • Conducted proprietary deep-dive research among Millennials (then age 15-30). I spent weeks in the field with young people across the U.S., and developed insight presentations for clients across different industries.

Brand Strategist & Business Development

Leo Burnett Advertising | 2001- 2004
  • Conducted proprietary research as an ethnographic trendspotter after training on fieldwork methods from Ph.D. Anthropologists. Conducted in-bar and in-home interviews in both the home and liquor categories and presented findings to prospective marketing clients.
  • Worked as a brand strategist Cadillac automotive, and GM Service Parts/Goodwrench advertising account.

Multicultural Brand Analyst

Encuesta | 2000- 2001
  • Set up and managed qualitative and quantitative research among the U.S. Hispanic market for clients such as Ford, Diageo, and S.C. Johnson & Sons.

Associate Brand Strategist

Campbell-Ewald Advertising | 1998- 2000
  • Conducted market research to support the launches of the 2000 Chevrolet Avalanche (new vehicle), Chevrolet Suburban and Tahoe (new models), as well as the 1999 Chevrolet Silverado launch. Responsibilities included: client management, qualitative and quantitative research, and pulling data to ensure the “Chevy Truck longest lasting truck on the road” legal claim.
  • New business team member for successful pitches: Borders, Pier 1 and Yellow Freight.

Certifications

Certified Holistic Life, Career & Executive Coach™ by Goal Imagery®
August 2021

Education

Michigan State University
BA Arts, Advertising

Case Studies

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