Relaunched my independent marketing and brand consultancy, originally active from 2006–2016, to work directly with businesses on brand strategy, integrated marketing, and creative direction.

I partner with clients across industries on brand positioning, campaign strategy, digital experiences, and go-to-market planning, bringing together strategic thinking with hands-on creative execution. I also use generative AI and marketing automation to improve workflows and build efficiency into client engagements while maintaining the craft and judgment that make a brand distinctive.

Learn more about my work here at omarramirez.net/work

Following a post-acquisition restructuring, transitioned from Marketing Director into a newly defined digital marketing role focused on strengthening Arktura’s digital strategy, marketing technology, and brand experience within Armstrong World Industries.

• Directed digital marketing initiatives across web, content, landing-page optimization, automated campaigns, and brand programs, partnering closely with Video Production and Content & Technical leadership to coordinate strategy and execution across channels.

• Expanded Arktura’s marketing technology capabilities through Salesforce Account Engagement and Data Cloud, improving audience segmentation, campaign responsiveness, and lead-generation workflows.

• Introduced new internal and external content initiatives, including SPARKS, a quarterly digital magazine, while using analytics and audience research to refine targeting and digital experiences.

• Led the expansion and diversification of social content across internal teams and external vendors, increasing engagement by more than 50%.

Joined Arktura as its first dedicated marketing hire and built the marketing function as the company scaled from an emerging architectural-products business into an established industry brand. Led brand strategy, integrated marketing, GTM, digital, content, creative, PR, and marketing operations while building and managing a multinational team.

• Built and led a 12+ person marketing and creative organization across the U.S. and Argentina, while managing six-figure departmental, advertising, agency, and vendor budgets.

• Led the evolution of Arktura’s brand positioning, messaging, visual identity, advertising, collateral, and sales enablement, providing creative direction while remaining hands-on with high-priority brand and campaign work.

• Directed go-to-market strategy and integrated campaigns supporting dozens of new products and product revisions across paid, owned, earned, and partner channels.

• Led the redesign and expansion of Arktura.com, including content strategy, UX, technical product information, messaging, and digital lead-generation infrastructure.

• Expanded demand-generation capabilities through CRM, marketing automation, search, email, paid media, social, and performance optimization.

• Helped position Arktura as an industry leader while contributing to more than 9X growth in annual lead generation and significant revenue expansion across my tenure, supporting the company through its eventual $121M acquisition by Armstrong World Industries.

• Maintained a strong hands-on creative role throughout the company’s growth, directing and producing work across advertising, content, digital, video, social, and brand communications.

Co-founded and helped lead a boutique marketing and creative studio serving clients across consumer, technology, automotive, pro AV, lifestyle, and B2B sectors. Combined brand and marketing strategy with creative direction, digital experiences, content, and demand generation to help clients strengthen their market presence and drive growth. BrandVolta was also a HubSpot Certified Partner.

• Led integrated brand, digital, and marketing engagements for clients, including a comprehensive transformation for a pro AV manufacturer spanning website/UX, advertising, video, sales collateral, and major industry trade-show presence.

• Helped drive measurable client growth through combined brand, e-commerce, digital, and marketing initiatives, including a 650% increase in e-commerce sales for a vegan apparel client and up to 20X revenue growth for an energy equipment and services client.

• Developed brand positioning, voice, messaging, content, and creative systems for clients while also leading the studio's evolution and rebrand from The Brandery LA to BrandVolta.

• Built and managed inbound and demand-generation programs across search, content, lead nurturing, analytics, and CRM, including HubSpot-based marketing automation and campaign workflows.

MBA Practicum - Working with a group of MBAs, utilized extensive primary research and market intelligence focused on Gen Y consumers to developed an external-facing brand persona capable of maximizing Hyundai's overall brand appeal and growth potential

• Designed and analyzed surveys and log-in polls deployed through Hyundai's Think Tank community to gather insights from Hyundai enthusiast

• Gathered qualitative insights by conducting and analyzing vox pop interviews on the UCI campus and immersive interviews with Hyundai owners

• Coded hours of interview footage, and produced and edited video segments presented to Hyundai brand management, marketing and advertising leadership

• Developed and designed original visual collateral and iconography to communicate the recommended brand persona

• Developed a comprehensive strategic framework for a communication plan to weave the new persona into the existing brand

Utilized quantitative and qualitative data to formulate positioning and messaging for AdWorks products (web, mobile, and television), with a focus on AT&T U-verse IPTV as a platform for targeted advertising, in the form of traditional TV spots, and iTV offerings (interactive overlays, t-commerce, interactive channels, etc.)
• Designed marketing collateral and templates for AdWorks planning, Ops and Sales teams to assure effective and consistent communication of product and brand image and value proposition to clients
• Collaborated with Chief of Staff and Product Marketing and Sales Directors to develop original layouts, graphics, interface mockups, iconography, and copy for presentations for AdWorks Marketing and Sales leadership, reaching key clients and partners
• Partnered with AdWorks’ Digital Strategy/Business Dev and Market Research groups, in conjunction with Ipsos and MediaLink, in the formulation of a market survey tracking knowledge of and interest in new and emerging technologies crucial to the product roadmap

Conceived and executed creative and interface design for clients including Disney, 20th Century Fox, Universal, Warner Brothers, Audi, Lucasfilm, Summit, Paramount, Sony, Microsoft, and Active Video

• Led branding efforts, developing logos, icons, and fonts, for various applications. Contributed to titles including Terminator Salvation, Knowing, Taken, Moon, Avatar, Pinocchio, and Transformers 2

• Liaised across functions, working closely with management, producers, production artists, editors, and programmers to develop and execute various innovative forms of added value content

• Designed and animated for applications including DVD and Bluray menus, featurettes, interactive special features and games, set top apps, mobile apps, corporate presentations, and cloud based television

Conceived, designed, and animated UI and Motion Graphics for DVD and Bluray home entertainment and concert graphics for clients including 20th Century Fox, Lionsgate, NewLine Cinema and the US Government

• Contributed design and production skills to titles such as The Lord of The Rings trilogy, The Simpsons, Robocop, King Kong, Pan’s Labyrinth, Once, The Last King of Scotland and Mr. and Mrs. Smith, developing and executing looks for home entertainment releases

• Improved operational efficiency by setting up quality control procedures for static and motion deliveries, training new staff, and serving as a liaison with freelancers

• Played a key role in project management, updating online client review areas, and tracking assets and deliverables

• Assisted in propbuilding, and set-up, filming, and photography of original assets, and capture and editing of raw film footage