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MenuChristine de la Garza Acting CMO
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CD$2.50/min per minute(1)Strategic Marketing = Brand + Digital + Social + Mobile + Content + AdvertisingChristine de la Garza • Los Angeles, CACreated 11 years ago in Sales & Marketing / BrandingOver the last two decades, I've cultivated a long list of capabililities as a global ad exec, marketer, strategist, brand steward, change agent & strategic consultant ― honing a craftsman's expertise and building a portfolio of successful case studies to go with it for brands, like: Martha Stewart, Coca-Cola, Sprite, Fanta, Alltel, Tanqueray, Wendy's, BMW, Cole Haan, Diageo, HBO, Conde Nast & more. When the traditional ad world no longer suited my sensibilities, I went rogue to launch & mentor startups, consult with a fold of growing SMEs, and partner in a variety of strategic roles with a handful of boutique digital, brand & innovation shops. And still, after all that, I must share I didn't come into my own as a full-fledged 360˚/365 Marketer until I took an active executive role on "the client side" ― where leading organizational change and guiding marketing maturity required diplomatically rallying & aligning a distracted C-Suite, disgruntled Leadership, disenchanted Employees, disconnected Customers, debilitated Marketing and/or dysfunctional Budgets. Driving change and unprecedented growth by garnering strategic clarity, implementing modern marketing and aligning the customer experience, inspired an even deeper commitment to a human-centric, integrated approach to marketing. From Agency to Client-side to Startup, each experience has informed a hybrid marketing fluency and a unique strategic/creative/tech-driven approach has led me to develop a strategic marketing methodology I call: Integrated Marketing Design (IMD). IMD is an approach to Marketing as a Design Discipline. It is intentional, holistic, systemic, organizational, human-centric, agile, empowering, strategic and informed by insights, instinct and common sense. In 2014, I founded MKTG.IS - a strategic studio dedicated to creating people-centric integrated marketing experiences that align core story, company culture, customer experience, community building & commerce for companies navigating maturation, evolution, reinvention, launch or startup. I also invest in people with ideas that inspire me.Christine de la Garza Los Angeles, CA(1)
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Christine was the first marketing expert to recommend a scaled back approach, starting more simply before going into logo development, mega-web page construction etc -- all of which cost a lot of money. She offered super sound advice of simply validating the product first, then move on from there. Get a splash screen, but keep it simple. Sage advice in the world of start ups! I highly, highly recommend her.
Source: Clarity Wendy Marie Thomas Jul 24, 2015Christine is one of the best long-term strategic thinkers I have known. She has an instinctive ability to anticipate what emerging technologies can/should be part of a brand's marketing mix, designs an appropriate integrated marketing plan & strategy - grounded in consumer truth - and sets to task implementing on the right future-forward path toward engagement, growth & long-term loyalty.
Source: LinkedIn Colleen Syron Feb 17, 2014Christine is a street smart yet sophisticated marketing professional with outstanding organizational skills and boundless creative energy. She is witty, engaging, yet professional and extremely effective in her chosen profession.
Source: LinkedIn Curt Jessup Feb 17, 2014During her time as Director of Marketing for Sea Tow Services International, my interaction with Christine was in her role as corporate marketing lead and liaison to the National Marketing Council - made up of franchisees from around the Country. As a Sea Tow franchisee and Chairman of the National Marketing Council, I interacted closely and directly with Christine on a regular basis. The Council is made up of Franchise business owners who, while enthusiastic owners and operators, are amateur marketers. Christine's ability to inform, educate, onboard and lead this Council in its mission to map and reach strategic marketing goals was critical. She was able to rally our diverse team around complex marketing initiatives while building a cohesive marketing strategy, which she implemented with success. Christine's accomplished strategic capabilites and ability to lead proved to be invaluable to the Council and pivotal for the Sea Tow organization.
Source: LinkedIn Ethan Maass Feb 17, 2014Christine is an absolute delight to work with. She possesses a rare combination of talents: on the one hand, she's a lateral and creative thinker; on the other, she can make almost anything happen. If you get the opportunity to have Christine on your team, jump at it.
Source: LinkedIn Jane Geraghty Feb 17, 2014I agree with Dan "The Man" Lok and I'll go a little further. While you'll want to keep your onboarding as simple as possible and eliminate any barrier to capturing that email... don't YOU make the decision for them. Rather, let it be OPTIONAL. Let them decide! However, I do suggest inspiring their trust and giving them some incentive to share it. Ditto to what Dan said, i.e. let them know you won't be spamming them or sharing their number and that primarily, it will allow them easy access to resetting password, etc. BUT also firstly, incentivize them to share their number by letting them know that occasionally you'll run special VIP first-come, first-served promotions via SMS and you'd hate for them to miss out! I'd also like to suggest that you don't get all crazy with psychographic insights, etc. It's easy enough to read up on good UX versus bad UX (check out useronboard.com for some cool teardowns and more). As a strategist, I'm very keen on insights, but we all know why folks don't want to share their phone numbers -- think about why you might not want to share yours and address that "psychological" barrier in the most succinct way possible. We also know that mobile marketing includes SMS/Text Message Marketing and there are plenty of fabulous stats available proving why you'll want to capture mobile numbers if you can. Let us know how it goes!
P.S. run some A/B Testing - tinker with your copy and design and see how that works too!
Do you have a logo and/or brand identity or is that something you might need help with as well? For pitch deck design, I've heard great things about http://investorpitches.com, but suspect they may not be able to stay within your budget. Whenever I need to find a great designer at a reasonable price, I hit http://dribbble.com and http://behance.net. You can also check out to http://elto.com and maybe even pickcrew.com - these last two resources might have a referral if they can't connect you with someone with expertise directly. I also have a designer on staff that could work with you, depending on the complexity of the design work you're after; we partner with a number of startups, mapping out the MVP and providing branding, marketing and strategic clarity.
If you'd like me to take a look at your deck for flow of content and/or strategic clarity, I'm happy to get on a call.
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