Jorge Machado Colón
JM
J Machado Colón
Jorge
Machado Colón
San Juan
United States
9392091870
jorgemachadocolon.com/
jorgemachadocolon
San Juan
United States
Phone
p 9392091870
Email
e machado.colon@gmail.com
Website
  • w jorgemachadocolon.com/
Socials
  • LinkedIn l jorgemachadocolon (LinkedIn)
Summary Summary

With over 16 years of experience, I have been blending creativity, data and technology to progressively advance brands strategy-objectives and the audiences they serve. I have built intricate technical depth in customer behavior and experiences (UI/UX/CX) via extracting meaning from and interpreting data while delivering a creative mind and challenging conventional thinking. I will continue to disrupt the ancient playbook by implementing creative strategy, systems thinking, innovation frameworks, and agility to strengthen BIG IDEAS and media diversity. I will continue to disrupt the ancient playbook by implementing creative strategy, systems thinking, innovation frameworks, and agility to strengthen BIG IDEAS and media diversity.

Experience Experience
12/2019 – present
San Juan, PR
VP, Experience Strategy & Innovation
San Juan, PR
VMLY&R
12/2019 – present
San Juan, PR
VP, Experience Strategy & Innovation
12/2019 – present
  • Social Media: Lead and develop outstanding social media marketing communications based on results and client objectives. Have a deep understanding of social media metrics to create insights-driven narrative and optimized strategic work. Have a deep understanding of how traditional and digital media and advertising can be enhanced through content.
  • Media: Track performance of campaigns to provide data-backed insights to optimize campaigns and find new opportunity areas. Prepare presentations and clearly communicate findings from initiatives to management and to the broader organization. Track and measure campaign success with regular quant-driven check-ins with leadership. Craft the next level of integrated media and marketing strategies and create a plan and vision that can lead to significant impact, innovation, and industry acclaim for the brand and business.
  • Strategy & CX: Create a new discipline (CX Strategy & Planning) that translates complex data into short - and longterm customer experience strategies and tactics that have a measurable impact on the business, products/services, and overall customer journey. Evaluate and evolve internal processes and systems that improve and optimize the CX. Frame opportunities based on a deep understanding of the customers’ motivations, behaviors, and needs as well as the overall business landscape. Establish a clear and unified strategic direction for data science & analytics, experience design, creative, and tech development. Customer Experience (CX) journey development and ecosystem mapping.
08/2018 – 12/2019
San Juan, PR
Director of Innovation
San Juan, PR
VMLY&R
08/2018 – 12/2019
San Juan, PR
Director of Innovation
08/2018 – 12/2019
  • Assist leadership in the development of business/advertising plans while aligning resources and budgets to accomplish specific goals; internal, new business, RFP's, FTE's, and agency consulting services (BAV/Social).
  • Understand and anticipate internal business legalities and SOX auditing processes (digital and media).
  • Oversee strategy and KPI's; guide creative work throughout the development life-cycle.
  • Manage, and prioritize CRM/CX development road-maps/journeys/playbooks to bridge creative "big ideas" and media.
  • Develop qualitative and quantitative methodologies to push creative and media business aligned solutions.
  • Lead transformation across all groups/departments and champion education for all our clients.
  • Manage 2MM+ in social paid media a 85% more than 2016.
  • Creative and Strategy awards judge: (1) The Drum, (2) Festival of Media (FOMLA), (3) SIA International Creative Awards, (4) International Business Awards (Stevie Award), and (5) SME "Sales and Marketing Association".
09/2016 – 08/2018
San Juan, PR
Director of Innovation
San Juan, PR
Young & Rubicam
09/2016 – 08/2018
San Juan, PR
Director of Innovation
09/2016 – 08/2018
  • Spearhead digital business for +12 brands that showcase the best use of digital space.
  • Guide +8 creatives with channel ideas and latest benchmarks from the digital/social/mobile world.
  • Champion digital/social planning and strategy; collaborate with brand strategists and research.
  • Lead an in-house media buying, front-end UI/UX and content development team that improved digital production revenue +70%.
  • Introduced Objective Based Planning, Agile and CX; improved digital outputs/production by 12 days.
  • Improved Coors Light sales 11% YoY with mobile always-on/experiential focused strategy.
  • Changed Coors Light perceptions/awareness by turning customers into marketeers (+300% UGC).
  • Selected as Coors Light digital benchmark at digital planning/strategy for LATAM '16 - '19
  • Improved Prego's market share by 10% placing them #1 nationally YoY 2017 (only digital/on-premise).
  • Exceeded Mazola health qualitative perceptions by 12% and advertising awareness 10% with an average campaign ROI of 40% with creative activations and strong digital A/B strategy.
03/2016 – 09/2016
San Juan, PR
Creative Director
San Juan, PR
McCann Worldgroup
03/2016 – 09/2016
San Juan, PR
Creative Director
03/2016 – 09/2016
  • Integrate and transform the current creative proposition into an aggressive media, technology and digital media structure; leading +14 peers through extensive training, support and SOW shuffling.
  • Ensure all work for +12 brands is consistent, on strategy and supports business objectives.
  • Responsible for developing and monitoring the annual creative forecast / expense budget and goals.
  • Support +4 account directors and PM's managing SOW, monthly billing and bimonthly P&L recaps.
  • Worked with regional teams in +6 RFP's and present digital proposals.
01/2015 – 09/2016
San Juan, PR
Director of Innovation
San Juan, PR
McCann Worldgroup
01/2015 – 09/2016
San Juan, PR
Director of Innovation
01/2015 – 09/2016
  • Lead the integration and implemented a system for creative experimentation supported by data while managing digital operations for Universal McCann (creative and strategy).
  • Champion the sweet-spots for strategic brainstorming, brief development and creative technology.
  • Increased 10% brand awareness for Dentyne Ice through social media, influencer and on-premise strategy. Developed the '15 campaign based on an extensive social listening program.
  • Grew 5% sales for Ritz Crackers by improving digital CX and on-premise creative executions.
  • Boosted MasterCard transactions 12% for Priceless Puerto Rico '14 (sem/seo, paid social and programmatic) and 40% for Priceless Surprises '15 (paid social and curated video content).
  • Surpassed test drive leads by 24% by implementing 'live 3d mapping' and mobile forms for Chevrolet in multiple Auto Shows.
  • Implemented a shopper marketing program that helped L’Oreal Paris increase sales by 3% across all brand categories in '15.
  • Implemented a community management process that was 90% more affordable and cost effective than previous efforts with 17% of organic proof of purchase (UGC).
03/2013 – 09/2016
San Juan, PR
Digital Director
San Juan, PR
Universal McCann
03/2013 – 09/2016
San Juan, PR
Digital Director
03/2013 – 09/2016
  • Lead digital media operations of $6.2MM yearly in the Caribbean and LATAM for 3 years.
  • Spearhead a 24% digital growth '13 - '15 and presented the case study for LATAM partners in Panama.
  • Structured in-house web-development, paid media strategy, buying and reporting - focused on 10% cost reduction and monthly opportunistic 3% forecasts while partnering with account directors.
  • Acquired Google's 1st Agency Partner certification in Puerto Rico and multiple FOM awards '14 - '16.
  • Set-up local IPG (FCB & McCann) digital media/production capabilities while transforming 16+ brands.
  • Improved sales (digital contribution) for L’Oreal brands by 15% from '13 to '15 and 10% in '16 with strong social, CRM, influencer, and omni-channel strategy (L'Oreal Paris, Maybelline, Lancome, and Garnier).
  • Bumped Mitsubishi's brand awareness 6% and advertising awareness 12% during '15 with strong social content strategy and tactical on-premise activations (online to offline).
Additional Experience (2004 - 2011) Additional Experience (2004 - 2011)
  • Professor (Masters Degree) - Atlantic College University
  • Digital Art / Interactive Director - GFR Media
  • CAD Drafter - General Electric of Puerto Rico
Education Education
2010 – 2012
MBA, Global Management
MBA, Global Management
University of Phoenix
2010 – 2012
MBA, Global Management
2010 – 2012

Designed to develop an understanding of concepts and strategies used in global corporations and the opportunity to develop leadership, decision making and organizational skills.

1999 – 2002
BS, Industrial Design
BS, Industrial Design
The Art Institute of Fort Lauderdale
1999 – 2002
BS, Industrial Design
1999 – 2002

Applied creativity and applied science to improve the aesthetics, ergonomics, functionality, and/or usability of a product, and it may also be used to improve the product's marketability and production.

Additional Education Additional Education
  • WPP, Young & Rubicam - MiniMBA
  • 50+ Online Courses