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.
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