S E L E C T E X P E R I E N C E
DIRECTOR, STRATEGIC PARTNERSHIPS
International Music Council, Paris
Non-profit & NGO official partner of UNESCO
May 2022 - April 2023
Launched and executed Corporate Partnership Program for the world's largest network of music organizations and institutions . Founded by UNESCO, IMC’s mission is to bring together ideas, people, and actions that advance essential Five Music Rights for all people
Researched and contacted 1000+ global brands and organizations aligned with the values of music in the following categories : Music Hardware, Music Technology, Music Industry, Music Associations & Networks, Festivals & Conferences, Music Education & Music Media
Developed mutually beneficial partnership programs to add value to IMC and its programs in the form of funding, member benefits, and IMC awareness. Example IMC partnership programs include sponsorship of the launch of the Global Music Vault in Norway, education supplementation by Vampr Academy for the Sounds of Entrepreneurship pilot program across Europe, panel curation at XP Conference in Saudi Arabia, and the expansion of Audoo’s performance royalty data tracking technologies in South Africa.
project manager
CREATIVE FOOTPRINT STOCKHOLM
DIVISION OF VIBE LAB, Berlin & Amsterdam
JULY 2020 - APRIL 2021
Local management of the Creative Footprint, a qualitative and quantitive study of the current state of Stockholm’s nightlife, followed by analysis and recommendations to strategically strengthen the city’s nightlife and its broader agenda towards the UN Sustainable Development Goals (SDGs), in support of a future Stockholm model of economically, environmentally, and socially sustainable development.
Project awareness and participant outreach to 150+ stakeholders in Stockholm’s nightlife and creative industries, including live entertainment venue & restaurant owners, politicians, real estate developers, city officials, event promoters, artists, law enforcement, journalists, culture curators and nightlife enthusiasts
Hosting both online and in-person focus group sessions with stakeholders to investigate and address issues and challenges facing creative spaces and communities in Stockholm, and then organize findings so as to best inform policy-makers on fostering creative venues and culture
Research and maintenance of database of 90+ creative spaces and venues in Stockholm
Report directly to Executive Leadership at project funders Stockholm Tourism Bureau, Stockholm City, Association of Real Estate Developers (Fastighetsägarna) Stockholm, and Atrium Ljungberg.
PARTNER, BRAND PARTNERSHIPS & ARTIST AGENCY
STUDIO BARNHUS, Stockholm
APRIL 2020 - PRESENT
Launch and manage brand and artist agency division of celebrated left-field pop and house music label, DJ trio and production space Studio Barnhus, recipients of Sweden’s 2023 Export Music Prize by the Swedish Government and multiple Swedish Grammi awards.
Cultivate the tour potential of label artists both in Sweden and internationally and promote label showcases to music venues and festivals worldwide. Artists featured at laudable events such as Boiler Room, Sonar Festival Barcelona, Way Out West Gothenburg, Coachella, Public Records NYC, the official ABBA reunion, & many private events for organizations like Brilliant Minds, SOHO House, and Vogue Scandinavia
Develop creative programs for brands, including music curation & production, events & licensing. Clients include Happy Socks, Red Bull, Absolut, Adidas, Volvo, Urban Ears, ACNE, Warner Bros. Pictures, IKEA & more
CONSULTANT, PARTNERSHIP MARKETING
SALEFORCE PARK, San Francisco
IVY STATION, Culver City
BIEDERMAN REDEVELOPMENT VENTURES, New York
JULY 2018 - JUNE 2020
Oversight of sponsorship sales initiative for Saleforce Park, Downtown San Francisco’s newest $2b and 5.5 acre outdoor space, located on top of the Transbay Transit Center, which is the ‘Grand Central Station of the West”
Oversight of partnership initiative for Ivy Station, Los Angeles’ newest landmark development that serves as the home to HBO’s Global Headquarters, the Culver City Metro Station, a boutique hotel, 200 residencies, ground floor retail & dining and 2 acre park hosting year-round public programming
Awareness and sales outreach to 125+ local and national agencies in public relations, experiential, and event production companies active in California
Awareness and sales outreach to 200+ local and national brands in the categories of fashion & beauty, health & hospital, insurance, banking, food & beverage, tech, universities, arts & culture, beer & wine, and media. Example partners include San Francisco Museum of Modern Art, Facebook, Swiss Airlines, Pernod-Ricard, Refinery29, Whole Foods, and Blackrock Investments.
Ideation of amenities, advertising signage, and events available to potential Sponsors for revenue potential. Example event plans include Farmer’s Markets, Outdoor Cinema Series, Lunchtime Concerts, and Arts & Education Workshops.
Creation and copy-writing of partnership marketing deck and promotional material for the Salesforce Park’s signature event programming and amenity sponsorship
senior DIRECTOR, STRATEGIC ALLIANCES & ENTERTAINMENT
CARUSO, Los Angeles
OCTOBER 2011 - APRIL 2017
Identified and developed alliances with brands and media for real estate development and hospitality firm Caruso, whose celebrated lifestyle destinations include The Grove and The Americana at Brand. Known for service and style, Caruso owns and operates 15 properties in Southern California that attract 45M+ annual visitors and 200+ local and global retailers & restaurants.
Implemented partnership programs that included sponsorship of property events and amenities, pop-up retail or product sampling shops, experiential marketing activations, and onsite OOH advertising programs
Responsible for generating up to $1M in brand partnership revenues annually, equating to $5M+ in revenues for Caruso during tenure
Executed 275+ partnership programs with brands like Coca-Cola, Uber, Nordstrom, Conde Nast, Nespresso, Kraft, Sephora, Citibank, Rayban, Fiat, Samsung, LA Philharmonic, Pernod Ricard, and Netflix
Serviced guest traffic for 150+ retail and dining tenants, like Apple, Nike, Sephora, and Starbucks, via advertising or events on Caruso properties
Identified and implemented new advertising revenue streams, like digital panels and valet ticket branding, which equated to $2.3M in new revenues
Developed and produced property events designed to enhance the guest experience and to attract media and brand sponsors, like Teen Vogue’s Back to School Saturday at The Grove and Brand Blvd Block Party in Glendale. Experienced in the production of concerts, fashion shows, film screenings, food festivals, and other entertainment experiences
Founding Executive Mentor for Operation Progress, Caruso-funded initiative designed to improve community and police relations in Watts, CA
outdoor advertising SALES DIRECTOR
ASTRAPACIFIC OUTDOOR, Los Angeles
JANUARY 2008 - OCTOBER 2011
Founding member of independent outdoor advertising vendor with national media assets, offices in LA and NYC, and $5M+ dollars in annual billings upon departure. Firm was acquired by AllOver Media in 2016.
Established a network of media buyers, planners, and brand direct clients across the country, which resulted in actively pitching and servicing over 40 accounts and in a steady 30% increase in sales annually
Participated in pitches for acquiring new OOH advertising inventory from both private and civic property owners
Directed creation and maintenance of all marketing tools, such as databases, media decks, website, e-newsletters, and client events
Founded a creative collective of both established and emerging electronic DJs & producers performing live globally
Incubated artist growth through management of performance initiatives, public relations, music licensing & publishing, artwork & photography, collaborations, business affairs, and professional wellness
Muisca currently works with over 20 artists living in 6 different countries. Muisca artists conduct a collective 200+ performances annually on 50+ countries and collaborate with global brands like Adult Swim, Grand Theft Auto, and Red Bull
Founded local Swedish chapter of the shesaidso, the largest global community of women and gender minorities in the music industry. Our mission is to connect and empower underrepresented communities towards a more equitable music business
Activate the mission in Sweden with curated educational & inspirational events, mentorship & network job resources, and collaborations on diversity & inclusion programs with brand allies. Examples include culture funding workshops with Kulturadet and Creative Economy panel at Gather Festival in Stockholm
eDUCATION
Bachelor of Science in Music with minor emphasis in Business Administration
University of Southern California, Los Angeles, CA
Graduating Class of 2023 with G.P.A. 3.75
ADDITIONAL SKILLS
Fluent in Spanish