2. WHO IS RENÉ?
I’m a movie buff, an intense baseball fan, and a proud Puerto Rican.There’s a huge story
inside me just waiting to burst (maybe an anthology series or just a really long trilogy), but
for now, I help manage and implement strategies for different brands and companies for the
amusement and inspiration of others.When I’m not working, you can see me relaxing at a
movie theater while living vicariously through the characters (especially if the movie is
good), watching a baseball game or just laughing at someone else’s expense. If wit were a
weapon then I’d like to believe that I come packing. My movie camp counselor told me I’d
grew up to be a writer.
He was right.
3. RENÉ ARRILLAGA
ARRILLAGA.RENE@GMAIL.COM | (787) 525-0305
EXPERIENCE:
- Account Coordinator
LEWIS Global Communication, San Francisco, CA
2018 – present
- Marketing and Public Relations Intern
Fundbox, San Francico, CA
2017 – 2018
- Brand Crafting Intern – Foods and Personal Care
Unilever, San Juan, PR
2015 – 2017
- Marketing Intern
Blue Oak Marketing Group, Guaynabo, PR
2014 – 2015
EDUCATION:
- Bachelor’s in Business Administration, Marketing
University of Puerto Rico, Río Piedras Campus, 2012 - 2017
- Master’s in Strategic Communication
University of San Francisco, 2017 – 2018
COMPUTER SKILLS:
Microsoft Office, Google Drive Tools, Google Analytics, Facebook Business Manager,
Bunker and Cision
LANGUAGES:
Fluent in English and Spanish
4. Though the product has been on the market since 1978 and there had been Scoop Shops
around the island since the mid-1980’s, it had very little presence in Puerto Rico.
Challenge: Make a statement that Ben & Jerry’s is the best Ice Cream for people of all ages
showing their social values of Peace, Love and Ice Cream with a limited budget.
My solution:Through a complex multilevel promo (both online and offline), show the
consumer the benefits of eating Ben & Jerry’s Ice Cream and it’s emotional story: a product
that talks for itself made in innovative ways to make the world a better place.
5. For the introduction of Core flavors, I
helped develop a newspaper insert
with a coupon and the copy
“Descubre el CORE-azón, a play on
words on the Spanish translation of
“Discover the heart of Ben & Jerry’s”.
I also helped develop the OOH art
for this campaign using the same copy
and placing it on a billboard with the
highest traffic island wide.
6. Created content, copies and maintained direct communication with the followers.
- Over 49,000 fans from ages between 18-34 in Puerto Rico
7.
8. In conjunction with the
global team, I translated the
Ben & Jerry’s page from
English to colloquial Spanish
to help customers further
understand the product, see
how it’s made and how the
values are tied into
everything we do.
9. Challenge: Introduce a premium product into the marketplace with a bad economic
standing by positioning the product as a pleasurable sensation to the consumer in every
sense of the word.
My solution: By reminding customers that “a day without pleasure is a day lost”, we
ventured in a campaign that turned a relatively unknown ice cream into a million dollar
brand with the ice cream bar, with its signature crunch and decadent flavor being the hero
of the campaign.
10. TVC dubbed in Spanish
with voice over from
former Miss Universe,
Denise Quiñones.
Included the new tagline
“Para amantes del
placer” (For pleasure
lovers).
11. The official launch of Magnum
Ice Cream in Puerto Rico was
held on June 26, 2016 at
Ventana al Jazz, Bahía Urbana
with Denise Quiñones.
That’s me, by the way.
12. Digital OOH arts were created to
continue the campaign in different parts
of the island, including malls and
highways.
Inserts with coupons were created and
placed on the most popular newspaper
on the island as well as wraps on
different refrigerators in different
supermarkets.
13. Sponsorship for different high-end
activities like “Symphony in the
Park” & FashionWeek at Mall of
San Juan.
On both occasions, we sampled the
product to those in assistance.
14. Created content, copies and maintained direct communication with the followers.
- Over 30,000 fans from ages between 25-54 in Puerto Rico
15.
16. Challenge: Though first in the marketplace in bouillon by far in Puerto Rico, the brand was
behind Goya Seasoning considerably. We needed to show why Knorr seasoning is not only
superior to the competitor’s but also that it is an ally in the kitchen for every person that
loves to cook for their family.
My solution:We showed that customers can make a wide variety of tasty and nutritious
meals that satisfy the tastes of everyone in the family and that everything done with Knorr
taste better through in-store activations and a fundraising activity.
17. With the in-store activation “Aquí se sazona mejor
con Knorr” (The best way to season is with Knorr),
we showed our customers firsthand why Knorr has
the best seasoning for your food.
Activation was across the island.We sampled the
food and handed the recipes as well as gave the
customers prizes when they brought evidence that
they bought the product.
18. With “World Food Day”, we did the following:
• Allied with the Food Bank to donate first necessity
materials to the less fortunate as well as donated $9,000 to
said organization so they can continue their operations of
helping families around the island.
• Made in-store activations for people to donate water, food,
hygienic paper to the less fortunate
• Made an event in a barrio where we invited financially
challenged families, fed them and gave them the materials
donated at the in-store activations.
• Also brought in a popular children’s band to participate in
the event as entertainment.
That’s me, again
19. We also gave love to some of the less budgeted
brands by uniting them with Knorr and creating a
small in-store activation around the whole island.
“Momentos sabrosos” demonstrated families can
have a great meal anytime, any place no matter the
situation.
Similar to “Aquí se sazona major con Knorr”, we
sampled the food and handed the recipes as well as
gave the customers prizes when they brought
evidence that they bought the product.We also
created coupons for specific locations in the largest
newspaper to help boost the sales of each brand.
20. Challenge: Grow the customer base of this start-up FinTech company through PR pitches,
press releases, and social media posts.
My solution: By putting our customers first in everything we do, our press releases and
social media posts will help small businesses gain more knowledge of Fundbox’s operations
as well as continue to help them grow their business.
21. Fuse press release helped divulge
further information to our customer’s
as to how this product will help their
business in the long run and how it’s
disrupting FinTech and banking as we
know it.
The press release for this product
launch was sent to relevant major
FinTech and accounting sites.
22. Created content, copies and maintained direct communication with the followers.
- Over 5,500 followers on Twitter
- Over 37,000 followers on Facebook
23.
24. Worked on the translation of company homepage from English to Spanish for extension of
product to Latino small business owners
25. Challenge: Grow the customer base of our B2B clients through pitches, blog posts, awards
and speaking opportunities as well as press releases.
My solution: By putting our clients first in everything we do, our press releases, blog posts
and bylines helps potential consumers consumers consider our client’s businesses for their
daily operations and highlights them as leaders in their respective industries.
26. Since its inception, SendGrid
has been sending transactional
and marketing emails for
companies like Uber, Spotify
and Airbnb.As of today, it has
sent over 3 billion emails.
We have gotten coverage,
featured articles and bylines in
publications like Forbes, Inc.,
Marketing Land and MarTech
Series.
27. Intermedia is a Unified
Communications as a Service
(UCaaS) and business cloud email
provider hyper-focused on delivering
easy-to-use and secure
communication and collaboration
solutions to SMBs and the partners
that serve them.
We have gotten coverage in channel
publications like Channel Partners,
BetaNews and CRN.
28. Kinetica DB, Inc. is a company
that develops a distributed, in-
memory database management
system using graphics
processing units (GPUs).
We have received coverage,
featured articles and bylines in
publications like TechTarget,
insideBigData, DZone and
Forbes
29. Amplience was founded to
dramatically simplify how clients plan,
create, manage, and deliver content.
We’ve developed content for their
blog once or twice as well as gotten
coverage on Internet Retailer and
Retail Dive.
30. Challenge: Develop a movie site from scratch so that moviegoers in Puerto Rico different
from those that have a big following, where reviews and movie news is written as the
natives would talk and not undermine them or their opinions.
My solution: By creating a webpage as well as a Facebook page and emphasizing that “All
movie is subjective”, I developed a community of movie lovers that debate in good nature
their experience with a particular movie and movie news.
31. Developed a site from scratch on WordPress in March 2017. Since then, I’ve been writing
movie reviews and editorials on the subject.
32.
33. Created content, copies and maintained direct communication with the followers.
- Over 1,600 fans on Facebook
- Create both paid and organic posts on the Facebook page as well as promote the reviews and editorials
