1. J. Rafael De La Rosa-Serrano
(787) 810-7060
Experience:
Freelance Consultant and Project Manager 2008-Present
Public Relations, Promotions and Production
Project Manager
Merrill Lynch / Grupo Herrans
 Developed and implemented a plan to attract potential clients from the LGBTTQ community,
creating seminars and tools to address their particular needs and challenges.
 Directed the firm’s media training efforts for top executives at Merrill Lynch and executed a
publicity program to ensure media coverage.
 ROI tripled the client’s overall investment.
Ballory Farre / Department of Education
 Special educational TV series production
 Managed a team of 40 people + in the development and production of an educational TV
series. Supervised and served as liaison between all the teams, from scriptwriters and
teachers, to film crew, talent and executives at the Department of Education.
PR/Events Consultant
Carriage Nissan
 Developed strategies to reach target audience through different media outlets including print,
radio, Internet, guerilla marketing and events.
Comstat Rowland, San Juan PR 2006 – 2008
Promotions & Events Director
Developed and supervised strategies and promotional events for clients such as Pfizer
Pharmaceuticals, General Mills, Lexus, Krispy Kreme, Wendy’s, Walgreens, and Toyota, among
others.

2.  Developed the creative concept and supervised Pfizer’s new product laun ch “Chantix”,
winning the Excel Award for promotional and PR program of the year.
 Developed strategies to reach target audience through different media outlets including print,
television, Internet and below the line media/ guerilla marketing and events.
 Created promotional programs and strategies to support and add value to the client’s
marketing and advertising plans.
 Connected brands with consumers in an entertaining way with fairs, event
sponsorships, new store opening events and auto show exhibitions.
 Led the creative and production process and strategies of all promotional events.
 Developed creative presentations to attract and land new businesses for the agency.
J. Walter Thompson Promotions & Direct
Account Supervisor
2003-2006
Developed and supervised promotional strategies and events to increase brand awareness for
clients such as Ford Motor Company, Ford Dealers, Empresas Fonalledas, Cadbury Adams,
Energizer and ConAgra Foods.
 Led the creative and production process within the agency to provide innovative solutions
and ideas to promote our client’s brands and businesses.
 Supervised exhibitions, fairs and special events set ups, budgets and overall production.
J. Walter Thompson’s PR Division / Hill & Knowlton
Account Executive
2001-2003
Developed and lead public relations strategies and programs for clients such as MOVA
Pharmaceuticals, Ford Motor Company, Four Seasons/San Miguel Development, Sara Lee, Shell
and Pfizer.
 Planned and supervised the new Shell gasoline launch for Puerto Rico, Guatemala and
Jamaica.
 Successfully planned and implemented an internal communications program for MOVA
Pharmaceuticals.

3.  Organized media trainings for top executives.
 Organized PR events and activities to support the advertising and promotional efforts of
Pfizer Consumer Health Care.
 Developed the annual event, “Gente que da Aliento”, where Pfizer and its products Listerine
recognized personalities and individuals who worked for Puerto Rico’s betterment,
generating extraordinary media coverage and ROI.
Copywriter
1997-2000
Developed award winning public relations campaigns for clients such as American Airlines, Ford
Motor Company, Industria Lechera, Shell, MOVA Pharmaceuticals and Triple SSS, among others.
 Developed all the creative copy and concept for the award winning Shell’s “Men in Blue
Campaign”, public relations campaign of the year at the Excel Awards.
 Wrote and developed all the pieces, including script and video direction for the Triple SSS
Mission, Vision and Values presentation.
 wrote speeches for clients at top executive positions in the private sector, such as Triple SSS’s
CEO (public company) as well as top executives in the public sector like the Puerto Rico
Tourism Company’s Executive Director.
 Press releases
La Fortaleza (Governor’s Mansion) 1996-1997
COPYWRITER
 Wrote and developed official documents and messages for the Governor of Puerto Rico as part
of the writer’s staff at the Oficina Central de Comunicaciones (Central Communication’s
Office).
The San Juan Star 1995-1996
Freelance Reporter
Reported and wrote articles for the newspaper’s biweekly sports magazine.
Education
University of Puerto Rico

4. B.A. Degree, Communications and Broadcasting, 1995
● Bilingual, English / Spanish
● Extensive knowledge and experience on social media, blogs, Facebook, Twitter,
Instagram, FB Insights, Google+ analytics.