[ Mahee • Ramirez ]
At Happy Hour we tell, listen and immerse ourselves in stories. We gather over old fashions and glasses of wine, in an even play field where stories become the protagonist. The mundane transforms into exciting, and this energy allows some of the best ideas to come alive.
Happy Hour is the only kind of overtime.
By using data-infused creative direction, I challenge and reinvigorate conventional creative and campaign development.
Through it, I guide high-level creative and brand teams to tell engaging stories using interactive design, static, motion, and copy in English, Spanish and Portuguese.
HAPPY HOUR COUNTS AS OVERTIME, RIGHT?
Photo & Creative Direction: Maji Ramirez
[ Mahee • Ramirez ]
Data-driven brand strategist, responsible for leading, and inspiring collaboration across creative teams, to execute best in-class brand campaigns. By using data-infused strategic direction and digital design first,
I lead branding and product development activations to support the achievement of global business goals.
KAYAK – CREATIVE & BRAND LEAD 2019 - Present
Defined and developed brand and creative strategy for 8 markets in Latin American [LATAM], Spain and Portugal to ensure 15% brand awareness lift, 12% TVC response rate increase, and 10% click through rate paid digital media lift.
Developed a creative performance and optimization process, to deliver data-informed learning to stakeholders regarding creative and consumer insights. Implemented dynamic data-informed, customer-centric and insight-based content and messaging that connected with customers and strengthen their emotional link to brand.
Directed the design and implementation of all creative studio materials to maintain brand consistency across portfolio and teams including Agencies, AV editors, Conceptual Designers, UX, Copywriters, Digital and TVC Producers.
DIAGEO, CROWN ROYAL – CREATIVE BRAND MANAGER 2016 - 2018
Owned digital content production full cycle. Planned and led execution of creative assets across sports events including Super Bowl, Indy 500 and home games for 23+ yearly NFL and NBA teams.
Led development and implementation of digital content for first NFL and Crown Royal partnership. Defined processes, best practices and planning to successfully execute brand, model & product content across all digital channels.
NEWLINK GROUP – CREATIVE ACCOUNT EXECUTIVE 2013 -2015
Managed Coca-Cola & ESPN Hispanic PR accounts. Led clients’ 2014 World Cup PR experiential marketing plan from creative ideation to on-site execution for the non and fully acculturated Hispanic audience.
Worked cross-functionally with interdisciplinary teams to align communications and project management direction to amplify brand’s messaging.
USAENE – MARKETING PROJECT MANAGER 2011 - 2013
Led LATAM’s new marketing strategy implementation. Oversaw and restructured $50k marketing budget to achieve 35% ROI.
Worked with international agency partners and internal teams to achieve proficient LATAM brand alignment under tight deadlines.
MBA ‘16: Hult International Business School.
Digital Filmmaking ‘12: NY Film Academy.
BA Media Communications ’11: Webster University.