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I'm a dynamic, results-driven marketing and design professional with 14+ years’ experience spearheading national and multinational brands through superb brand management, excellent collaboration, and customer service skills, marketing campaign delivery, as well as successful advanced project management experience.
My specialties are managing brands internally and externally while creating content that matches the brand's essence and identity and marketing strategies that meet a campaign's goals.
Throughout my career, I've developed strong content creation and management skills, project management abilities, and cross-functional partnership skills. I speak Spanish fluently, and I'm well-versed in French. I'm an Adobe Certified Associate (Photoshop) and have spent the past months improving my design thinking skills through the Interaction Design Foundation, as well as learning to code.
Patty Baraibar
Minneapolis, MN | pattybaraibar@msn.com Mobile: 651.263.7945 | linkedin.com/in/patricia-baraibar
A dynamic and results-driven Marketing and Branding Professional with 14+ years’ experience spearheading national and multinational brands through superb brand management, excellent collaboration, and communication skills, marketing campaign delivery, as well as successful advanced project management experience.
EXECUTIVE SUMMARY
Proven ability to exceed expectations in a fast-paced environment using strong organization and communication skills to deliver accurate, high-quality work ahead of tight deadlines. Exceptional thinker who loves to focus on details and to create the unexpected.
Fluent in Spanish | Portfolio: www.PatriciaBaraibar.com
Areas of expertise include:
- Brand Management
- Product Marketing
- Market Research
- Content Strategy
- Adobe Certified Associate
- Customer Service
- Vendor Relations
- Brand Creation
- User Interface Design
- Process Improvement
- Website Design
- Email Marketing
PROFESSIONAL EXPERIENCE
Target (contract with Dahl Consulting), Minneapolis, MN 2019
Sr. Marketing Project Manager
- Instrumental in company’s multi-million-dollar rebranding and launch of Roundel™. Assisted in the creation and launch of new logos, brand assets, let cross-functional teams, and coordinated launch.
- Managed, designed, and implemented targeted email campaigns using house lists ranging up to 4,000 contacts, for high-profile events, including NewFronts IAB and Cannes Lions to promote new brand.
- Optimized email automation strategy by creating database of key sales leads to nurture and drip email programs.
- Oversaw the start-to-finish design and development of agency’s rebranded website across multiple time zones for top quality across 4 web browsers, 2 operating systems in under 30 days.
- Implemented successful marketing initiatives including, site analysis on competitor websites, buyer persona development, event organization, and over $70K of giveaways
- Collaborated cross-functionally with key stakeholders to leverage customer data and campaign KPIs to develop case studies, pitch decks and targeted, engaging web and collateral
- Designed impactful PowerPoint sales presentations for senior management to support business acquisitions ranging from $500K to $2M.
3M (contract with Apex Systems), St. Paul, MN 2017 to 2018
Brand Specialist
- Delivered localized creative content across three online platforms for integrated marketing communications focused on healthcare professionals in the Medical Solutions Division (MSD).
- Responsible for corporate brand governance, $50+ campaign budget, multinational vendor relations, contract adherence, and PR.
- Designed and implemented over 75 digital communications programs for over 25 of 3M’s MSD Latin American brands, leading to increased product knowledge and sales points throughout LATAM.
- Distributed quarterly editions of a bilingual e-newsletter, ensuring adherence to marketing and branding requirements supporting company’s brand story of excellence – viewed in over 21 countries.
- Cataloged metadata for over 150 images and videos in the company's digital media repository, Celum, and cross-indexed media numbers with department's tracking system.
UnitedHealthcare, Minnetonka, MN 2015 to 2017
Bilingual Communication Analyst
- Developed content strategy program distributing through company blog for departmental outreach and customer acquisition resulting in 10 new business opportunities in first 12 months.
- Reviewed over 250 healthcare and marketing materials ensuring all multilingual documents met all UHC’s brand and stylistic guidelines while keeping the translation as localized to the target language.
- Partnered with members of the UHC’s Legal team to establish a process to approve bilingual Medicare content for communications programs that reach external audiences.
- Conducted user testing via UHC’s bilingual customer service line to ensure adherence to linguistic principles and script, and premium customer service was delivered.
- Designed and implemented dozens of PowerPoint and Visio flowcharts to demonstrate interconnected regulatory, legal, and technical processes.
Critical Measures (contract), Minneapolis, MN 2014 to 2015
Content Developer
- Developed and led the execution of content and channel strategy for the brand in partnership with internal creative teams, outside agencies, and cross-functional partners.
- Managed online presence for social media pages and handled to create and grow a fan base to reach potential consumers, press, and partners.
- Authored the company’s Facebook and LinkedIn presence and created over 30 posts designed to create awareness and engagement and tracked brand marketing/social budgets and ensure effective budget use.
- Assisted in the design, layout, and content of company website, collaborating with developers and designers.
PREVIOUS POSITIONS
Allina Health, Minneapolis, MN 2012 to 2014
UI Designer/Interpreter
Green Lifestyles Network, Los Angeles, CA 2011 to 2012
Digital Marketer
Minnesota Alliance on Crime, St. Paul, MN 2010 to 2011
Brand Specialist
EDUCATION
Associate of Applied Science, Graphic Design 2010
Century College, White Bear Lake, MN
Bachelor of Science, Marketing Communications
University of Wisconsin-RF, River Falls, WI
Adobe Certified Associate (Photoshop)
TECHNICAL SKILLS
· Microsoft Office Suite · Adobe Photoshop · Adobe Illustrator · Adobe InDesign | · YouTube Studio · Google Analytics · WordPress · Visio | · SalesForce · HTML · Adobe XD · Google Docs |
AIGA | American Institute of Graphic Arts, New York, NY 2019 to Present
PROFESSIONAL ORGANIZATIONS
AMA | American Marketing Association, Chicago, IL 2017 to Present
