2. IPA
Inés Parra Alberca
COMMUNICATION AND MARKETING SPECIALIST
+ 15 years´experience in MarkCom
My career in the world of Communication and
Marketing began in 1999 as an advertising and
PR assistant. Since then I have conducted
research and market comparisons, developed
national/international strategies and
campaigns, and developed concepts using
creative thinking. I have also implemented work
processes, analysed business units for
benchmarking, and participated in the design
and execution of quality processes such as ISO
9001.
Helping business businesses succeed
By increasing media presence, promoting
brand awareness, and enhancing brand
experience, I have been able to continuously
achieve goals in my work. My focus is always
on heightening customer and employee
engagement.
3. I believe that Marketing and Communication is a
tool to change the world. I believe employee
engagement is the key to the success of the
company. I believe continuous innovation is the
only measure to stay in the market in a time of
rapid change (such as the present). I admire
businesses of all sizes and sectors that are
implementing actions of "humanisation" and
creating a "soul" for their company. By developing
policies of corporate social responsibility,
enhancing employee engagement and
establishing the balance of the common good as
a measure of success, we will see more progress
in the coming years. I am passionate about how
this global change of consciousness is taking
place and how I can be a part of it.
My MarkCom
mission
IPA
4. Public Relations
Internal & External
communication | Media
channels | Commercial
communication | Public
Relations | Organising
events | Journalistic
writing
Marketing
Market research.
Marketing policies.
Marketing at the point of
sales. Sales
managerment. Logistics.
Corporate Social
Responsibility
Social responsibility in
companies and
organisations. Marketing,
ethics and corporeate
social responsibility. CSR
communication. Create
value in an organisation.
Master Degree
International
Businesses
International business
strategy. International
markets, marketing,
commercial offer,
commercial
agreements, finances
and Human resources.
Creativity,
Thinking Organise,
Project &
Stakeholders
Management
Indigo Business Training
- Lateral Thinking
Six Thinking Hats
Think on your Feet
Managing Stakeholders
Project Management
Education and Training
IPA
5. IPA
Certifications
Neuromarketing
Conceptualisation.
The focus of
neuromarketing.
Targeting. Market vs
neuromarketing.
Main strategies of
neuromarketing.
Managing digital
identity &
Corporate image
Personal branding.
Promoting business
relations through
social networks.
Marketing online.
Brand strategy.
Benchmarking:
Study of
competition and
business
improvement.
Conceptualisation.
The process and the
different models.
Analysis and
planning. Marketing.
6. Microsoft
Office Suite &
Microsoft
Project
Mapping
Customer &
Employee
Experiences
Insight. Data
and Online
Analytics
Online
Systems and
Apps
Value
Proposition
Design
IPA
Tools I’m proficient in
Excellent command of
word, excel, powerpoint.
Excellent command of
project management to
develop a plan,
assigning resources to
tasks, tracking progress,
budget management
and analysing
workloads.
Social
Media Platforms;
Wordpress &
Squarespace; Google
Analytics; SEO; CVent,
Gotowebinar; Mailchimp,
Monkey Survey,
Hootsuite, Canva,
Interactive, Evernote,
ToDoList.
Trademap. SWOT & PEST
Analysis. Sinus milieus
model. Brand positioning
map. Focus groups.
Disruptive innovation.
Design thinking. Blue
oceans. BCG Matrix.
Google Alerts, Analytics.
Adwords and Trends.
Service blueprints.
Customer / Employee
journey maps.
Experience maps. Mental
model diagrams. Spatial
Maps & Ecosystem
models.
Canvas. Design.Test.
Evolve.
Design, test, and deliver
what customers and
employees want.
7. Communications
Service Delivery
Manager
COMPUTERSHARE -
BRISTOL UK
Feb2016 Present.
Executing print and
online communications
campaigns; with actions
for employee plans,
registration of shares,
deposit protection
service, loan service and
Gilts.
Marketing &
Communications
Consultant
FREELANCER - MADRID
SPAIN
Dec2006 - Jan2015
AGENCIES
Designed, budgeted,
implemented and
measured online &
offline marketing and
communication, local
and international
strategies. B2B & B2C.
Media relations,
sponsorship & branding.
Marketing &
Communications
Manager
DO5 HISPANOBODEGAS /
VINOTECA-BARBECHERA
MADRID SPAIN
Jan2005 - Nov2006
Developing and
implementing annual
marketing &
communication plans.
Including research,
planning, public
relations, media, event
organisation ad product
development.
Marketing & Event
Production
Assistant
IUNO EVENTS AGENCY
MADRID SPAIN
Aug2002 - Feb2003
Marketing, events
production and PR
development and
support for various high
calibre events and
communications
actions.
Advertising & PR
Assistant
LA VACA ARGENTINA
MADRID SPAIN
Jan1999 - Jul2000
Assistant in the creation
and implementation of
the communications and
PR campaigns.
Professional History
IPA
8. Before being
a markcom
specialist, I was...
Commercial Sales
Sales and Visual
Merchandising. Young
Fashion, Dockers and
Computing Departments.
Protocol and Hostess
Coordinator
Congresses, corporate
events and exhibitions.
Stewardess
Stewardess of congresses
and corporate events.
IPA
9. My working
process
2. Insight & Innovation
Conducting workshops, focus groups and stakeholder meetings to
formulate insight briefs and ideas development.
1. Culture & Research
In-depth understanding of the business, products, services, culture
and competitors. Identifying the challenges and the oportunities.
3. Create marketing & communication plan
Lead, shape and deliver plans with mesasurable results.
10. What I offer
to the team
Professionalism
I have more than 15 years’ marketing and communications
experience at advertising agencies, companies and freelance,
with proven people management expertise.
International Experience
I have created promotional campaigns for commerce, public
service, media, and financial services local & international. I’ve
also worked across food and drink, hotels and catering,
education, culture, graphics, construction, clothing, transport
and NGO sectors. am very aware of trends in promotions and
behaviours, and have exquisite written and verbal
communication in native Spanish.
Analytical mindset
I am a data-driven marketer with a strong background in data
analysis. I base decisions on quantitative and qualitative
research, and am always curious to discover the latest trends
and tools to further my own methodologies.
IPA
11. Methodology & Process
Experience implementing work processes, analysing
business units for benchmarking, and participating
in the design and execution of quality processes
such as ISO9001.
Passion & Commitment
I am always motivated to go the extra mile.
Creativity
Ability to find creative solutions to ambiguous
problems.
I can
guarantee:
13. Online and Offline
communications and campaigns.
Email broadcasts, webs banners,
online quizs, posters, letters,
brochures, table talks, postal
invitations, exhibition stands, ...
IPA
COMPUTERSHARE
COMMUNICATION
SERVICES
14. Developed international projects, monitoring risks, staff and team performance.Designed and
implemented B2B strategies in Shanghai and Singapore; as part of this, I organised exhibitions,
product tasting, commercial agendas, promotional dinners, email campaigns and media relations. I
also formulated reports to the European Aid for promotion in other countries.
IPA
ASEBOR
15. Branding experience in pop-up
shop on the occasion of the
launch of Tassimo by Kraft in
Spain. Promoting brand
awareness and increasing media
presence.
IPA
TASSIMO
16. MADRID OPEN DE TENIS
Mdia relations in Tennistainment section. Coodinated Youtube interviews and live concerts. Email
and Social Media campaign to promote Playstation virtual torunament.
IPA
17. Supervised presentations and
exhibitions. Coordinated press
conference for sponsors and
support branding and
promotional actions. Developed
conferences for women´
s rights.
Supervised promotional materials
(posters, emails, flyers,
merchandising,...)
IPA
FESTIVAL DE CINE DE
MALAGA
18. Other Projects
IPA
FREELANCER - MARKETING & COMMUNICATION
CONSULTANT
Designed, budgeted and presented marketing and
communication strategies and plans. / Undertook markets
research and reports. / Report writing. / Organised corporate
and social events. / Developed branding actions. / Searched for
funding. / Supervision and coordination design agencies. /
Developed media planning. / Media relations./ Launched
marketing 2.0 and social media plan. / Performed administrative
duties. / Organised and scheduled work. / Organised payment
of outstanding invoices. / Research and data analysis including
reports and recommendations. /Maintained accurate records of
all activities in the Company’s CRM System.
EXITALIA
Events Marketing
Designed and implemented international business strategies:
organised promotional events, agendas for meetings,
exhibitions, product presentations and logistic. / Undertook
market research and reports. / Report writing. / Media
relations. / Experience in European Aid for promotion in third
countries. (OCM). Stand Fair-Exhibition. / Showroom. / Dinner
pairing. / Wine tasting.
Entreluces Comunicación
PR
Novocine, Film Festival. – FCHB in association with Brazilian
Embassy. Media Relations. / Coordinated Press Conference and
Interviews.
Communications & Sponsorship
Festival de Islantilla – Films and Tv-series Festival. Developed
sponsorship strategies. / Searched for funding, managing the
process for new sponsors from initial contact though to closure.
/ Designed sponsorship proposals and materials. / Supported
other departments in events production. / Supported branding
actions. / Exceeded sponsor expectations by ensuring the
highest quality service.
Products presentations, / Award ceremonies. / VIP events.
Madrid Open de Tenis
Marketing & Communication
Media relations in Tennistainment section. / Coordinated
interviews on a new media production. / Coordinated live
concerts.
19. Other Projects
IPA
Festival de Cine de Málaga
MarkComm & Sponsorship
Film Festival. Supervised presentations and exhibitions. /
Coordinates Press Conference for sponsors. / Supported
sponsors activities. / Searched for funding. / Event organisation
and management. / Developed conferences for women’s rights.
/ Supervised promotion materials. Press conferences. /
Exhibitions. / Closing party on a boat. / Conferences.
DO5 HIPANOBODEGAS/ VINOTECA BARBECHERA
Marketing & Communication
Developed and implemented company’s annual marketing
media and communication plans. / Researched and analysed
data, presented results, wrote reports and made
recommendations. / Supervised design, coordination and
distribution of posters, flyers, promotional photographs,
brochures and website design.
GRUPO O.M. THEATRE COMPANY
PR & Marketing
Performed administrative duties, provided assistance to
management. / Organised travel, accommodation, and itinerary
for tours. / Prepared press information.
IUNO EVENTS
Production & Marketing
Supported Provided PR support for concerts, exhibitions, boxing
events, private parties, fashions shows, catering, openings, etc. /
Organised and scheduled meetings. / Supervised design,
coordination and distribution of posters, flyers and brochures
promoting the events. / Maintained accurate records of all
activities in the Company’s CRM system.
LA VACA ARGENTINA
Advertising and PR
Cultivated and supported advertising production, cross-channel
promotions and coordination of hostess team.
Learnt from 11 national and international awards; Bronze Lion at
Cannes, Silver Sun and Bronze at San Sebastian, One Show Merit
Award, Bronze Fiap, New York Festival, Eurobest, Graphis, Epic and
Finalist at; Clío, Laus, .. Creative Direction Laura Parias.
20. "We
do not need magic to change
the world, we carry all the
power we need
inside ourselves already: we
have the power to imagine
better.”
J.K. Rowling
IPA
