ELSA GÜEREÑA >>
BORN : SOUTHERN CALIFORNIA
RAISED : ATLANTA
EDUCATED : CHICAGO
TRAINED : NEW YORK CITY
VERY MIXED ALLEGIANCES IN MID-NINETIES RAP BEEFS
PRODUCTION + DESIGN services with elite technical experience for seamless DIGITAL + PRINT media management.
From pitch to deliverables world-class CREATIVE + COLOR for advertising & branding marketing development.
PHONE > 404 / 226 / 5259
E-MAIL > EGUERENA@GMAIL.COM
WEBSITE > SOMETHINGELSA.COM
2014-CURRENT > ATLANTA, GA > VISUAL LATINA > MARKETING
ACCOUNTS DEPARTMENT > ACCOUNT EXECUTIVE
/ Manage shopper marketing & advertising program development for The Coca-Cola Company.
/ Development of omni-channel strategy, concept & creative for national program & retailer activations.
/ Supervise & unite creatives, planners, digital & production designers, vendor partnerships, client relationships, market trend research & new business.
+ Lead COKE & MEALS photoshoot launching “Taste the Feeling" CARMA Global campaign adaptation for US. Delivered updated photo style & portfolio branding visual identity, shopper strategy & activation assets for omni-channel executions in Large Store, Convenience Retail & Food Service On Premise.
+ Developed COKE & SOCCER platform evolution from Hispanic lead Regional initiative to National Pillar Program. Expanded MNT strategy, program & photography to include USMNT & MLS assets. Executed customizable Toolkits leveraged across POS, Social, Digital, In Venue & Experiential activations.
>> PROGRAMS: Coke & Meals, Coke + Powerade Soccer (FIFA WORLD CUP, MLS, MNT & USMNT), Gold Peak Easter, Summer & Meals, Sprite + Minute Maid Summer Refreshment, Multicultural Regional, etc.
2013-2014 > NEW YORK, NY > URBAN STUDIO > POST-PRODUCTION
PRINT DEPARTMENT > DEPARTMENT MANAGER
/ Directed print & digital production for high volume high fashion editorial & advertising creative.
/ Managde daily team technical meetings, workflow streams & department relationships.
/ Supervised image color profiles, Epson InkJet, Fuji Proof, calibrations & GMG Color Standard.
+ Built automation scripts to eliminate errors, speed productivity & customize client branding.
+ Implemented budget, stock inventory tracking, ordering & billing online accounting system.
2013 - 2014 > NEW YORK, NY > MAN OF THE WORLD > MAGAZINE
FREELANCE > LINE PRODUCER
/ Retouch, color & file management. Project traffic & coordination for Art Directors & Designers.
/ Liaison between contributors, advertisers, internal creative & press production teams.
+ Developed design initiation & approval system for quality control & project tracking.
+ Created cloud storage process to unify remote design, retouch & final art press delivery.
2012 - 2013 > NEW YORK, NY > LAIRD+PARTNERS > ADVERTISING
PRODUCTION DEPARTMENT > PRODUCTION MANAGER
/ Creative project development & production management for high fashion advertising campaigns.
/ Managed design process for client pitch presentation, photoshoot, retouch, layouts & final delivery.
/ Art Director support, vendor sourcing & negotiations, production schedule management.
+ Developed tracking system for image retouch visuals, budget, feedback logging & archive.
+ Grew agency capabilities with vendor outreach incl. photography, retouch & print studios.
2007 - 2012 > NEW YORK, NY > BOX STUDIOS > POST-PRODUCTION
PREPRESS DEPARTMENT > PRODUCTION COORDINATOR
/ Coordinated creative projects for luxury brands over multi-season campaigns.
/ Layout design & production for high-end advertising, editorial & art photography.
/ Account traffic + client coordination for agencies, brands, publishers & photographers.
+ Supervised development of scripts, plug-ins & coding systems to automate output & color.
+ Utilized Google Docs streamlining & speeding output, tripling ad release work within 2 years.
2006 - 2007 > ATLANTA, GA > ARTIFACT DESIGN > MOTION GRAPHICS
MOTION DESIGN > MOTION DESIGN INTERN
/ Storyboard and graphics composition for in house & client presentation.
/ Assistant editing, animation & administrative for motion graphic design projects.
2003 - 2006 > EVANSTON, IL > NORTHWESTERN UNIVERSITY > ARCHIVE
ART HISTORY VISUAL MEDIA COLLECTION > DIGITIZATION ASSISTANT
/ Photography slide scanning, image correction, color management & archive.
/ Technical support for art department faculty & students image needs.
KNOWLEDGE & SKILLS >>
2002 - 2006 > EVANSTON, IL > NORTHWESTERN UNIVERSITY >
/ ENGLISH & SPANISH > Bilingual written & spoken fluency.
/ ADMINISTRATIVE > Office: Word, Excel, PowerPoint & Google Docs.
/ DESIGN > Adobe InDesign, Photoshop, Illustrator & Acrobat Pro.
/ FILM & VIDEO > Final Cut Pro, Adobe Premiere Pro & After Effects