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Welcome to my resume.
Every thing is all about being different, unique and reinventing
the common. Marketing is being able to transform your con-
tent that will gain interest for the ever-growing consumer and
market trends. Most importantly, one must be able to relate to
the industry. With that said, I present my resume in the form
of a lifestyle magazine that will give you a sense of how design
and content can change the entire look of anything. Enjoy.
N O T E
ByGabriel Lapuz
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Cover Letter
Digital Marketing
Interactive Marketing
Account Coordinating
Research
Public Relations
Extracurricular Activities
Creative Ink Award
Addy Award
Goodbye
C O N T E N T S
GLResume
I N N O V A T I O NC O M E S F I R S T
Some of My Favorite Quotes
“CONTENT BUILDS RELATIONSHIPS. RELATIONSHIPS ARE BUILT ON TRUST. TRUST DRIVES REVENUE. GET CREATIVE AND EXPERIMENT WITH YOUR MARKETING. THE BEST MARKETING DOESN’T SEEM LIKE MARKETING.”
My name is Gabriel Lapuz and I’m a 24-year-old from Las Vegas. While I was in college, I was able to hold positions at three highly
respected agencies—one being the largest advertising agency in the city. On my free time, I did freelance projects, taught myself
creative programs and took up video producing hobbies. After graduation, I was fortunate enough to land a position with an inter-
nationally recognized company —MGM Resorts International. I then moved on to Howard Hughes Corporation in which they created
a position solely for me and to use as a blueprint for other properties. At my age, most people would be more than happy at where
they’re at. However, I continuously need to be challenged and taught at the same time. With that said, I turn to your company. Wolf-
gang Puck prides itself on the best of restaurant hospitality and the ultimate in all aspects of the culinary arts.. In order to consistently
set the bar with new industry trends, candidates with unique experiences are required. Let me explain why.
Marketing is about making connections with the consumer not only through emotion, but also through logic and senses. It’s an expe-
rience in itself. Besides having the skills needed, you will not come across another applicant with as many life experiences as I do. I’ve
created award-winning campaigns for the National Student Advertising Competition, been the vice president for a fraternity, helped
start a boutique advertising agency, planned philanthropic events, built floats for “holy week” in the Philippines and attended several
music festivals. These may seem irrelevant, but life experiences allow you to connect with consumers on a personal level.
Worth noting. At first glance, you’ll notice that most of the jobs listed in this resume are similar to this role. That may be what you’re
looking for, but I’d like to take this time to talk about the jobs I didn’t put. I chose not to list my employment as a food handler at
a frozen yogurt shop, sale associate and visual merchandiser at True Religion Brand Jeans or specialist at Apple because they are
“irrelevant.” At least that’s what college professors tell us. A sale associate dressing up a mannequin and a cashier serving desserts to
customers may seem unrelated, but I owe all of my success to it. Working those jobs taught me how to relate to a customer, under-
stand the market at a store level and how to change a brand into a culture that people can use as a lifestyle. If anything, I’ve been in
marketing since I was 15.
G A B R I E L L A P U Z
M A R K E T I N G M A N A G E R
Las Vegas, NV
D I G I T A LI S M O R ET H A N J U S TS O C I A L
• Develop, manage and partner to design and execute integrated digital marketing plans for awareness, customer cen-
tricity, and opportunity centric marketing programs including mobile and social campaigns
• Devise strategies to drive online traffic to the company website
• Utilize a range of techniques including paid search, SEO and PPC
• Oversee the social media strategy and consult for other properties in the company
• Manage online brand and product campaigns to raise brand awareness
• Manage the redesign of the company website, digital directories, digital pylons and on-site signage
• Responsible for planning and budgetary control of all digital marketing
• Evaluating customer research, market conditions and competitor data
• Review new technologies and keep the company at the forefront of developments in digital marketing.
• Work with central marketing team members and agencies in the physical production and execution of marketing cam-
paigns and manage agency relationships and monitor manpower consumption to deliver projects on time and on
budget
• Partner with analytics team to analyze activity and performance and produce actionable insights that drive digital mar-
keting strategy
• Generate and disseminate all digital campaign reporting including deliverability, (bounces, spam complaints, inbox)
and performance (opens, clicks, responses).
• Be a customer experience, privacy, and anti-spam compliance advocate and help others find the balance between
short-term promotional needs and long-term, healthy customer relationships and to assure strong deliverability re-
sults.
• Support the Director of Digital Marketing in research, strategy and implementation of emerging forms of digital media,
social media, and mobile communications (Twitter, Facebook, YouTube, Flickr, Digg, SMS, Mobile App, etc.)
• Extend marketing initiatives and editorial content into relevant external publications (forums, new sites, blogs, etc).
• Work closely with Agency / Corp. Internet Marketing to integrate social and emerging forms of media into online brand
campaigns.
• Maintain web content across multiple sites and experiences
• Manage and update online web pages, marketing collateral, and links for maintenance of the sites
• Create custom responsive web pages to support marketing initiatives, and manage the translation and launch of those
pages through completion
• Help define, manage, and implement project requirements for all global web sites through participation in cross-func-
tional group meetings, providing input and direction on feature/content design and implementation, and thoughtful,
organized execution of the production
• Help define, manage, and implement a process for all sites with cross-functional teams
H O W A R D H U G H E S C O R P O R A T I O N
D I G I T A L M A R K E T I N G S P E C I A L I S T
Las Vegas, NV
November 2015- Present
I N T E R A C T I V EF A S H I O N
Content Creation
• Manage all aspects of digital implementation–creative
development, testing, segmentation and reporting
• Create, launch and ensure the quality of effective digi-
tal advertising campaigns that meet or exceed assigned
goals and metrics
• Manage all natural search optimization and content man-
agement
• Manage and maintain a full understanding of the CMS
• Manage and create all content for website, blog and social
media accounts
• Build new website, mobile app and in-room tablet acti-
vations
• Set and confirms digital pricing strategy
• Work with PR, Video Production and Advertising teams on
event planning and promotion
• Manage social media partnerships with 45+ luxury fashion
brands
• Design all creative and create copy for the monthly fash-
ion newsletter and eblast
• Manage content for interactive directories and street mar-
quees
• Work closely with Corp. team and extend marketing initia-
tives and editorial content
• Be the subject matter expert on digital best practices and
continuously look for opportunities to optimize existing
programs
T H E S H O P S A T C R Y S T A L S
I N T E R A C T I V E M A R K E T I N G S P E C I A L I S T
Las Vegas, NV
December 2014 - November 2015
• Develop, execute and manage social media efforts to
grow market share and expand brand awareness organ-
ically
• Compile data for social media reports and analysis
• Write, film and edit client videos for web
• Identify and understand the local market’s psychograph-
ics and align strategies
• Analyze marketing practices for current and future clients
and report tactical suggestions
• Prepare and set up campaigns for email, social media, on-
line media and contents
• Perform minor creative manipulation and HTML integra-
tion within social platforms
• Support development of mobile and social media cam-
paign strategy by creating program outlines and providing
recommendations
• Provide ongoing digital training to account executives and
clients on new digital concepts
• Build social plans to pitch to potential clients
“WORRY LESS ABOUT SOUNDING PROFESSIONAL AND WORRY MORE ABOUT CREATING REMARKABLE CONTENT THAT OTHER HUMANS CAN RELATE TO.”
B R A I N T R U S T
A C C O U N T C O O R D I N A T O R
Las Vegas, NV
March 2013 - February 2014
S O U N DR E S E A R C H
“IF YOU TORTURE YOUR DATA ENOUGH, IT WILL CONFESS TO ANYTHING.”
• Collect and analyze data on customer demographic, buying habits and needs
• Identify potential markets and forecast sales trends
• Plan and conduct product surveys both nationally and regionally
• Monitor and conduct focus groups with new advertising campaigns- A/B testing
• Create reports and analytical presentations for clients
• Help develop advertising brochures, sales plans and product promotions
R & R P A R T N E R S
R E S E A R C H
Las Vegas, NV
May 2014 - September 2015
S P R E A DT H EW O R D
• Assist with developing, writing and distributing approved press releases
• Assist with media relations, pitching, researching and scheduling interviews
• Assist with organization of executive photos, photo opportunities and events
• Assist with developing and maintain marketing database, client and pros-
pect information, mailing lists and press
• Design creative for client’s social media channels and internal use
• Film and edit client videos for web
• Create, implement and manage the annual social media contest
• Prepare reports of press release “clippings”
• Identify new social media trends and incorporate them into the companies
services and strategies
“ENSURE THAT YOUR EMPLOYEES UNDERSTAND WHAT YOUR BRAND STANDS FOR SO THEY CAN BE YOUR FIRST LINE OF ADVERTISING.”
T H E F I R M P R
P U B L I C R E L A T I O N S I N T E R N / A S S I S T A N T
Las Vegas, NV
September 2011 - March 2013
U N I V E R S I T Y O F N E V A D A , L A S V E G A S
• B.A. in Journalism/Media Studies with an emphasis on
Interactive Marketing Communications
• Minor in Film Editing
• Lambda Chi Alpha Fraternity
B I S H O P G O R M A N H I G H S C H O O L
• High Honors Program
• National Junior Honor Society
E D U C A T I O N
C R E A T I V E
• Photoshop
• InDesign
• Final Cut Pro
• Keynote
• Adobe Experience Manager
A N A L Y T I C S
• Social Flow/Simply Measured
• Google Analytics/Omniture
• Rank Tracker
• Positionly
• Hootsuite/Iconosquare/Sprout Social
S K I L L S
C O L L E G EA C T I V I T E S
• Plan and coordinate major Greek Life events.
• Create new marketing techniques to promote involve-
ment and Greek Life recruitment.
• Communicate to all chapters about important events that
the community has to offer.
• Enforce standards (partnership agreement) on all Greek
chapters.
U N L V O F F I C E O F D I V E R S I T Y
P R O G R A M C O O R D I N A T O R
Las Vegas, NV
January 2010 - June 2011
Glidden Paint - 2013
• One of five students chosen from 45 to present in
front of judges
• Wrote, filmed and edited commercial for concept
campaign
Mary Kay - 2014
• Project director for the entire team
• One of five students chose from 33 to present in
front of judges
• Edited commercial and designed plansbook
External Vice President
• Plan bi-annual philanthropic events that produces
$10,000 in donations
• Manage organization participation with 12 different
charities
Head of Recruitment
• Plan five recruiment events per semester
• Host recruiment workshops
• Develop and design creative for recruitment cam-
paign
L A M B D A C H I A L P H AF R A T E R N I T Y
U N I V E R S I T Y O F N E V A D A , L A S V E G A S
Las Vegas, NV
September 2009 - May 2013
N A T I O N A L S T U D E N T A D V E R T I S I N G C O M P E T I T I O N
U N I V E R S I T Y O F N E V A D A , L A S V E G A S
Las Vegas, NV
January 2013 - June 2014
C R E A T I V E I N KA W A R D
NSAC 2013
OUR TEAM PLACED FIRST IN THE REGION AND 6TH NATIONALLY. ALSO, I WAS SELECTED FOR MY COMMERCIAL AND CREATIVE STRATEGY OUT OF 360 STUDENTS FROM 12 DIFFERENT SCHOOLS ON THE WEST COAST.
C R E A T I V E I N KA W A R D
NSAC 2013
OUR TEAM PLACED FIRST IN THE REGION AND 6TH NATIONALLY. ALSO, I WAS SELECTED FOR MY COMMERCIAL AND CREATIVE STRATEGY OUT OF 360 STUDENTS FROM 12 DIFFERENT SCHOOLS ON THE WEST COAST.
S I L V E R S T U D E N T A D D Y A W A R D
The AAF Student American Advertising Awards Competition,
sponsored by the AAF and National Ad 2, is a unique nation-
al awards program designed specially for college students.
Our team was awarded the Silver Student Addy Award for our
plansbook design for the Glidden student competition.
B O L D E S TI D E A A W A R D
Each year the American Advertising Federation (AAF) partners
with a major corporate client to challenge over 200 college
chapters across the country to develop an integrated market-
ing campaign. Our Mary Kay team placed 2nd in the region and
was given this award for creating a new product line.
Color Block
G O U R M E T S E C T I O N
I HOPE THAT THIS UNIQUE RESUME PORTRAYS THE WAY I THINK OUTSIDE OF THE BOX. IT ALSO
DEMONSTRATES THE FACT THAT ANYTHING CAN BE APPEALING WITH THE RIGHT MARKETING.
Gabriel Lapuz702.858.2417
