Cynthia Abad-Mancheno

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.