Maria Alexandra Velez

Pioneer and direct communications strategies and initiatives to build positive, credible, and trusting relationships with influencers and stakeholders in media, industry, and the public and subsequently increase enrollment for hospitality management universities with a global reputation. Lead innovative programs to boost awareness and precisely target key enrollment markets in the Americas, Asia, and Europe. Expertly manage people, budgets, crises, and changing priorities.

Select achievements and contributions:

** Defined branding, and communications positioning programs that utilized cross-platform print and media strategies, interactive plans, and creative events to engage the media and public in the programs offered by 13 universities in 8 countries.

** Researched and discovered ways to introduce brands to the marketplace, which catapulted web traffic, enrollment, brand equity - and a 57% increase in free media exposure year over year.

** Transformed negative perception of a newly acquired, 150-year-old college in New Mexico by leveraging media connections and utilizing well-crafted communications to restore trust in the community. Transformed the school's image in 18 months, evidenced through two upbeat, positive editorials in the Albuquerque Journal and Santa Fe New Mexican.

** Successfully marketed and launched premium-brand institutions in different parts of the world, including China, India, Mexico, the UK, and United Arab Emirates) and initiated upcoming implementations in South East Asia.

** Effectively bridged the gap between "who we are" and "what people know" about these top-ranking hospitality management education institutions by shaping the brand and reputation for the global marketplace, leveraging third-party endorsements, creating white papers, conducting scientific studies, and orchestrating innovative programs and events.

** Clearly demonstrated the value that marketing and communications bring to an organization; achieved executive buy-in and support for enterprise-wide programs. Built and grew the communications budget from zero to $400K in two years and brought 13 public relations agencies onboard throughout the world.

Revitalized the organization's flagship report through new communication tools and capitalized on previously untapped opportunities to capture attention on a global scale and provide accurate and timely information to local, regional, and international media outlets. Increased visibility through print and digital channels (web and news portals, social media, and traditional marketing and communications methods). Led special projects, events, and road shows for top-ranking global stakeholders and media professionals.

Select achievements and contributions:

** Increased media coverage 10% worldwide - an unexpected and unprecedented accomplishment for a mature product.

** Championed a full-scale rebranding strategy and website overhaul that allowed the organization to keep up with changes in industry, technology, and the global economy.

** Transformed the well-established "Doing Business" report into a more compelling, relevant, and high-impact publication that seized the attention of global media outlets in North and South America, Europe, Asia, Africa, and Southeast Asia.

** Designed and rolled out the communications strategy for the Global Facility for Disaster Reduction and Recovery organization; developed and launched a new website, brand, and messaging in six months.

Identified the critical need to improve public perception of the largest electricity utility company in Colombia with 8+ million customers. Initiated the massive effort by revamping the communications department from the bottom up, and then repositioning Codensa as a trusted leader and industry benchmark for the energy sector. Controlled $4M USD marketing and communications budget. Served as engaging media spokesperson.

Select achievements and contributions:

** Restructured the communications department and hired smart, savvy, and creative professionals to provide the business with state-of-the-art marketing, communications, media, and public relations expertise.

** Educated the media, public, and politicians about the company's unique credit program (an initiative that offered customers credit to buy electric appliances, such as ovens, refrigerators, and washing machines). Completely transformed public and media perception by creating powerful, compelling communication strategy (with tangible information from consultative studies) that showed how the program empowered women and families, bolstered the economy, and promoted organizational stability at the same time.

** Immediately after joining the company, collaborated with an independent organization in creating and implementing a survey that measured the company's impact and reputation among key stakeholders and influencers in government, media, industry, and the public. When the survey was repeated two years later, it showed a 10% increase in positive perception and greater awareness across all sectors.

** Lobbied before the Colombian Congress and worked with the Ministry of Finance, Ministry of Mines and Energy, and other government agencies in building an integrated strategy of company and industry-association engagement, positioning papers, and other methods that effectively passed favorable tax legislation for the energy sector.

Consulted with decision makers to assess needs, present solutions, and launch integrated communications plans and media programs that fueled awareness, reengineered reputations, and contributed to profit and market growth. Worked directly with corporations as well as public relations agencies in providing leading-edge, customized communications and media services.

Select achievements and contributions:

** The Coca-Cola Company - Managed year-long project as Latin America News Editor with responsibility for gathering, reviewing, and fine-tuning relevant and appealing news stories on the Coca-Cola company and brand for distribution in Europe, Africa, Southeast Asia, and other markets as part of the organization's International News Exchange program. Also supported crisis management teams in Latin America.

** Burson Marsteller - Promoted and marketed start-up companies and potential IPOs to improve visibility and attract investors at the height of the Internet bubble.

** Poynter Institute, EDF Communications, and other clients - Developed messaging strategies, media and public relations materials, marketing tools, web content, and other solutions for corporate, nonprofit, and agency clients.

Built the first-ever corporate communications department from scratch for Coca-Cola Colombia - a major departure from the way the company managed (and valued) communications, marketing, corporate social responsibility, and media relations in the past. Owned all aspects of PR and communications. Hired intelligent, idea-driven people and instituted policies, procedures, and best practices.

Select achievements and contributions:

** Turned around media and public relations by personally interacting with individuals at all levels of media (Journalists, Editors, and Directors), establishing rapport and credibility, and replacing the company's former opportunistic approach with a new style of information sharing that captured attention, built trust, and skyrocketed media exposure.

** Transformed negative perception into significant, positive media coverage by identifying the uniqueness of the company's smallest bottling plant in the heart of the Amazon, and creating a balanced media plan that highlighted these differentiating factors along with higher environmental standards.

** Pinpointed the need to gather real-world customer insights and reinforce the connection between the Coca-Cola brand and its customers, which prompted development of the corporation's consumer relations program and start-up of a new Consumer Response Center.

** Established the corporate social responsibility (CSR) approach from its inception (still in place today).