Marty Mercado

Marty Mercado

Senior Brand Planner at Carmichael Lynch
Minneapolis, United States

Summary

In a nutshell, I help brands make sure that their "fans" are actually fans, and that people who "like" their content actually like it. My job is to help my clients cut through the clutter and get noticed. We live in an age where putting out a good product isn't enough - people want to have an actual affinity for brands and what they stand for. I'm here to make sure your brands are seen, heard, and loved.
I've been there before, and I will never go back. Please DO NOT contact me to work with big oil, big pharma, or big banks. I am NOT interested. 

Positions

Senior Brand Planner
Minneapolis, United States
July 2016 - Present (1 year 5 months)
Senior Consumer Insights Strategist
New York, United States
July 2014 - July 2016 (2 years)
Leads research projects for clients to inform creative for both campaign and always-on strategies

Co-authored the consumer intelligence group, building up from two founding members to a team of four in less than one year handling various portfolio and new business accounts

Clients include CPG, alcohol, toys, retail, OTC pharmaceutical, beauty, automotive, and finance
Associate Strategist
New York, United States
November 2012 - July 2014 (1 year 8 months)
Day-to-day social strategy lead for various clients including CPG (General Mills portfolio) and technology/defense (Lockheed Martin)

Led creative strategy for LGBT campaign for Lucky Charms, #LuckyToBe, gaining wide-spread press coverage in the US and Canada

Created the most popular post for Cinnamon Toast Crunch on April Fools Day, generating over 19,000 likes, comments, and shares, as well as being listed by the Chicago Tribune as one of the best pranks of the day, using only $500 of paid media support

Responsible for insight mining to support broader integrated campaign ideation that includes traditional, digital, social, and experiential activations

Led analytics reporting, producing weekly reports that include community health, content analysis, and website tracking.

Part of various winning pitch teams, acquiring over 5 pieces of new business for the company across various categories

Provided digital strategy support for various clients including (but not limited to): United States Postal Service, Verizon FiOS, Coca Cola, Jose Cuervo, MasterCard, L’Oreal Paris, American Airlines, and Choice Hotels
Account Executive/Project Manager
New York, United States
July 2011 - November 2012 (1 year 4 months)
Day-to-day client contact and project lead for Boehringer-Ingelheim/Lilly USA, LLC alliance for prescription type 2 diabetes medication for consumer, professional, in-pharmacy, sales force, and relationship marketing, managing timelines for multiple stakeholders, scopes/staffing, and finance

Worked directly with senior client management, medical, regulatory, and legal reviewers to ensure quality and compliance of all promotional materials

Part of Clio Healthcare Bronze award-winning team for type 2 diabetes educational videos

Education

BS Business Administration, Marketing, Communications and Media Studies

Fordham University
2007 - 2011 (4 years)
Intramural Soccer team captain, Folk Choir, Student Culinary Council, Culture and Sports writer for The Ram, New Student Orientation Captain

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