Marketvision Hires VP Strategic Innovation
Multicultural marketing agency marketvision has hired Frenchie Guajardo as vice president of strategic innovation. Her focus will be on digital and shopper marketing.
Most recently, Guajardo was managing partner/head of marketing for PowerPact Holdings Group, where she was responsible for strategic branding, awareness and demand creation for the company’s three organizations: PowerPact, a promotions agency; TouchStorm, an online video media company; and Howdini, its consumer how-to resource. Her responsibilities included overseeing the development and management of Web sites, SEO, e-mail campaigns, and social marketing efforts including blogger relations and YouTube maximization. She also led award-winning, multicultural shopper-marketing campaigns, including P&G’s Awareness is Love/Prevenir es Querer campaign designed to increase awareness of breast cancer and reinforce P&G’s relationships with retailers.
Guajardo has worked on both the agency and corporate sides of the business with some of the world’s leading companies and brands, including Coca-Cola, General Mills, Miller Beer, IKEA and P&G.
“Frenchie has an extensive background in categories and areas where our agency excels—at-retail and promotional marketing,” said agency founder and CEO Yvonne “Bonnie” García, in a release. “She also brings digital and shopper-marketing expertise to help us guide our clients through a changing U.S. marketplace, helping them connect to today’s multicultural consumers where they shop and engage in a digital world.”
Guajardo’s agency promotions experience encompasses extensive work with one of marketvision’s current clients – The Coca-Cola Co. She was a founding partner at Upshot, a Chicago marketing promotions agency that created the activation strategy for Coca-Cola’s Atlanta sponsorship of the Olympic Torch Relay. During her years at FCB/Impact Chicago, Guajardo helped run the agency’s Coca-Cola promotions business.
In addition, she started her career with another marketvision client, Miller Brewing Co. where she worked in a variety of marketing areas including Hispanic marketing, and was promoted numerous times, ultimately rising to management of multi-brand promotions.
A native of El Paso, Texas, Guajardo has a Bachelor of Arts degree in journalism – advertising – public relations from the University of Texas at El Paso and studied strategic marketing planning at the Executive School of Business at the University of Michigan in Ann Arbor.
