NIRU Group

Project Head

TheTokenSpace

Founder & CEO

-Organized networking and educational events (ex. startup accelerator weekend with Techstars)
-Collaborated with YPO, YPO+, and YPO Gold
-Created a board of directors

Chair of YNG Boston

Piaget

-Developed a calendar of activations, client experience menus, and bespoke gifting for the new Rodeo Drive boutique 
-Created a mock landing page and website for the new Rodeo Drive boutique 
-Engaged in wholesale & boutique site visits as well as sales training

CRM Intern

Niru Group

-Updated website for nirugroup.com
-Generated marketing content for social media platforms and customer outreach  
-Worked closely with sales team to curate personalized experiences for clients

Intern

JobGet

-Worked closely with the sales and marketing team to conceptualize marketing campaigns and strategies 
-Created social media content in order to drive brand awareness and attract new customers
-Prepared a presentation for a Boston University classroom from a department head at JobGet

Student Brand Ambassador

Global Partnerships Forum

-Drafted and prepared presentations relating to Sustainable Developments Goals (SDGs) 
-Ushered at the Women Leaders VIP Lunch at the United Nations
-Updated the website for partnerships.org
-Represented the Global Partnerships Forums at the UN Women Global Innovation event, Technology and Entrepreneurship Forum, Harvard in Tech: Blockchain Panel and others

Recently moved to Geneva! 
3rd generation at Niru Group
Passionate about all things entrepreneurship

Anaya Barmecha

Dieste Inc.

Executive Director, Integrated Business Lead - Multicultural 

Conill Advertising

Clients: Toyota North America, T-Mobile, Metro by T-Mobile and Fidelity Investments
- Led the Sports and Entertainment team, overseeing brand partnerships, experiential, influencer marketing, and tentpole efforts. Responsible for a 30% agency revenue increase YOY while creating a remarkable cultural impact for brands. 
- Headed the TriFi team, an integrated multicultural solution with Conill and Burrell, created to meet Fidelity’s business needs holistically. Doubled the scope in the first year of the relationship by generating new pipeline opportunities.
- Managed over $32M statement of work annually across brands. Generated consistent cost savings and efficiencies for clients and agencies by establishing new operational models and identifying new revenue streams.
- Excelled in creating a positive culture with a "power of one" mindset across agencies by cultivating true collaboration and authentic connections.

EVP, Client Partner

Clients: Tpyota North America, T-Mobile, Nestle (Haagen-Daz and Coffee-Mate), Audible, Denny’s and Nationwide
- Established a reputation as a resilient and optimistic leader,  capable of thriving under very challenging environments. Orchestrated the onboarding of a major retail client during the Global Pandemic including several agency partners across multi-disciplines.
- Guided T-Mobile through the $43B Sprint merger in 2020 by developing new products and campaign launches to support the brand efforts. Despite the pandemic, the merger was successful, generating a 52% increase in annual revenue and 68% increase in EBITDA. 
- Played a critical role in defining marketing strategies and identifying untapped multicultural opportunities. Responsible for introducing T-Mobile to the Hispanic Market opportunity, taking the brand from a distant position to #1 in the segment.
- Evolved the experiential department into Sports and Entertainment, introducing capabilities such as influencer marketing, music licensing, and talent partnerships. This was a key milestone in the agency's transformation, generating substantial growth and differentiation in the market.
- Developed key Sports and Entertainment Properties to enhance market presence, maximize media investment, increase brand awareness, and create relevance among multicultural consumers.

SVP, Client Solutions & Brand Partnerships

Clients: Toyota Motor Sales and T-Mobile
- Managed over 30 campaign vehicle launches, 2 rebranding efforts, and numerous quarterly sales events/retail efforts.
- Orchestrated the end-to-end management of the award-winning “More than Cars”  brand campaign, the highest user-generated content effort in the history of Toyota.
- Led the brand effort for Toyota during the Great Recession, increasing purchase intent and brand loyalty by 15% during a very challenging time for the automotive industry.
- Led the transformation of the wireless category by writing wrongs and fixing pain points with the launch of T-Mobile’’s UnCarrier positioning. Developed successful communication and creative strategies delivering industry-leading customer growth and financial performance year to date.
- Guided T-Mobile and agency teams during the T-Mobile/AT&T attempt to merge in 2011. Demonstrated commitment, flexibility, and a true partnership throughout 2 years, retaining the business and gaining further client confidence and respect. 
- Pioneered the development of the experiential discipline, capturing an organic growth opportunity with Toyota, increasing the agency scope by 15% YOY.
- In charge of co-leading the introduction of the social media discipline at the agency, seizing an organic growth opportunity within T-Mobile, and expanding the capability to all agency clients. This generated over 30% increase in overall agency billings annually and it keeps growing YOY.
- Conducted marketing research to uncover unique consumer insights to drive new channel marketing strategies, boosting consumer engagement and enterprise sales across brands.
- Oversaw 40+ teams in the account management, project management, and experiential disciplines.

VP, Director of Client Services

Alma

Clients: Hyundai, Activision, Clearwire, Wells Fargo and State Farm
- Led organic growth and new business development in partnership with DDB LA.
- Served as the Business leader for Hyundai in the Hispanic Market.
- Played a crucial role in Alma DDB’s rebranding as a member of the leadership team

Account Director/New Business Development

Clients: Toyota Motor Sales
- Designed and executed integrated campaigns across all media channels, delivering impressive results.
- Worked closely with Saatchi & Saatchi and Publicis to ensure strategic alignment with General Market efforts.

Account Director

Anita Santiago Advertising

Clients: Wells Fargo, California Milk Processor Board (Got Milk?) and Ikea
-Developed, executed, and launched major integrated brand and product efforts across various categories.

Account Supervisor

Fox International Channels (FIC)

- Positioned Fox as the highest-rated cable network across Latin America 
- Produced over 30 TV shows across Fox properties, including the highly-rated Fox Kids Cup.

TV Producer

- An innovative, resilient, results-driven, and dynamic leader with a record of success in taking major consumer brands from a distant market position to industry leaders. 
- A change agent, leading the development of new agency capabilities such as Sports and Entertainment, Social Media, and Influencer Marketing. 
- Excels at designing, negotiating, and executing high-profile, mutually beneficial scope of work agreements with key decision-makers. 
- Recognized for building, elevating, and leading high-performance teams, working seamlessly across functions, delivering and exceeding metrics. Respected as an inspiring and caring collaborator, with a strong work ethic, positive outlook, contagious energy, and integrity.
- Deep understanding of the entertainment ecosystem and passion for pop culture

HIGHLIGHTED ACHIEVEMENTS
- Played a pivotal role in building Conill as the largest multicultural agency, joining as the 22nd employee and turning it into a 150+ employee structure with over $40 million in revenue.
- Outstanding performance history in making brands #1 in the Hispanic market and growing their businesses exponentially. Notably, Toyota’s Hispanic sales surpassed Lexus’s total sales, and T-Mobile’s Hispanic consumers became key revenue drivers over the past decade.
- Successfully designed and executed marketing strategies for Fortune 500 brands, exploring and capitalizing on untapped multicultural opportunities.
- Spearheaded the development of new agency disciplines, resulting in a 30% revenue growth and setting the agency apart in winning new business pitches (⅓ ratio).

taplio

The Battle

Anaya Barmecha

Cilmara Santos

Followers

Posts

Engagements

Likes

Ready to grow your LinkedIn presence?