Case Studies

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Director of Communications and College Relations / Eugenio María de Hostos Community College of The City University of New York

As director of communications and college relations, I participated in and oversaw the development and implementation of all college-wide communications projects. I worked closely with vice presidents, department heads, unit directors, and the entire college community.

I managed editorial solicitations, assigned stories for various forms of distribution channels such as press releases, announcements, college profiles, talking points, and promotional materials. I doubled as event photographer. I coordinated production schedules between outside vendors and internal teams for special publications, annual appeal videos, and college-wide photography projects involving faculty, staff and students. I collaborated with editors, journalists, professors, students and external vendors and managed the distribution of media advisories. I oversaw the editorial and graphic production of 6 major college publications, and served as managing editor of the Hostos At A Glance monthly electronic newsletter.  I served as liaison between the CUNY central office and Hostos for all matters relating to communications, marketing, and branding. I was responsible for drafting and working on the strategic and operational plan schemes set by the vision of the executive cabinet.

I had the chance to develop numerous campaign concepts, targeted for a variety of audiences. During my tenure I reported directly to the vice president for institutional advancement. In three and half years we collaborated in creating initiatives that recharged the Hostos brand.

I was responsible for supporting the dissemination of the Hostos story.

 
 

Development Producer and Publicist / Celia: The Life and Music of Celia Cruz

Executive Producer Henry Cardenas brought me on to coordinate the development phase of the project. A year and a half before opening night, I started collaborating with the international creative team initially brought on for the project.

As part of the research and development, I traveled from New York to Madrid, Tenerife, Islas Canarias, and Miami. I prepared a producer’s book providing information on Broadway history, best practices, developing work, cases studies and a list of theaters appropriate for an Off-Broadway musical opening. I conducted in-depth field research of theater houses in New York City and Miami.  

For the musical reading I was responsible for hiring a musical director, musicians, singers, actors, stage manager and negotiating salaries. I arranged and coordinated rehearsal schedules and contracted vendors for everything from instrument rentals, sound equipment, tech hands, venue rental and supervising all aspects of production montage. I had to deliver a musical production reading for a selected and influential group of guest. After the musical reading, the project went for a book re-write and further development. For its second production round,  I worked in the publicity team on press outreach and general promotion. Celia: the Life and Music of Celia Cruz open at the New World Stages in New York City on Sept 12, 2007.

 
 

National Publicist Team and Lead Captain Puerto Rico Gala Premiere / El Cantante

Through boutique agency Creative Link, owned and operated by veteran publicist Blanca Lasalle, I was part of the El Cantante national publicity team, The film’s Puerto Rico premiere was agreed as a grand gala event. As lead captain of this film's premiere production event, I coordinated and implemented all matters pertaining to road closure permits, inspections and insurance for big parties, catering and hospitality menus, municipal and state police, artist security detail, advancing logistics, parking spaces coordination, and all external vendor and VIP relations. I supervised a core team of about 40 people but it took a workforce of over 200 people and two months of planning to carry out the party.

 
 

Research Director / 8 Puertas, Especial del Banco Popular

The 8 Puertas was a fancy cabaret nightclub that opened its doors in 1960 in the heart of Old San Juan. The owners, Bern and Torn, were beloved personalities in the cultural and artistic landscape of San Juan at the time. Throughout its 20-year history many famous people visited the spot — Liza Minnelli was a close friend of the owners — and an influential generation of Puerto Rican artists, specifically vocalists and musicians, emerged from the 8 Puertas performance lounge.

For this 90 minute musical documentary, directors Gabriel and Paloma Suau recreated the club and filmed an evening of impromptu performances with some of Puerto Rico's greatest musical figures. The father/daughter director team used protagonists from around the scene to tell the story of the rich, vibrant, and thriving artistic movement that occurred in the island's musical history from 1960 to 1980.

As research director, I was the go-to person for all matters pertaining to archival material. I interacted and collaborated closely with the artists, directors, graphics team, and licensing team. I knocked on many doors and earned the respect and trust of some of Puerto Rico's most prominent artists and personalities who opened and shared their personal photographic archives. I met with television executives, leaders, singers, actors, performers, witnesses of the era and many others, in search of as much supporting material I could I find. Over the span of three months, I put together a codified bank of over 500 images, which was used by the entire post-production team.