Summary
Overview
Work History
Education
Skills
Other Studies
References
Timeline
Generic

Sandra Evelyn Minaya Serna

Summary

High -performing Public Relations professional with more than 16 years of experience developing and executing successful PR campaigns. Skilled at creating positive relationships with media, stakeholders and clients. Strategic and committed to staying responsive and proactive in dealing with crises and aligned with the communication and business goals.

Overview

18
18
years of professional experience

Work History

Senior Public Relations Executive

CORPORACIÓN PRO
05.2011 - Current
  • Planning and implementation of integral communication strategies, media relations and conception of public relations and marketing campaigns that require an adequate construction of reputation for companies such as: Telefónica-Movistar, Clinica Ricardo Palma, Samsung, EMC, KiaPeru, ACER, Fotón, Inmobiliari, Microsoft Mobile (Nokia), Supermercados Peruanos (Plaza Vea and Vivanda), América Móvil (Claro Peru), MasterCard, among others.
  • Supervision and support assistance for my work teams (eight communication professionals) in order to achieve the goals, set for each of my clients.
  • Responsible for developing and executing communication strategies in different channels (online and offline).
  • Supervision and review for creative content and other materials for external and internal (Briefs, Talking Points, speeches, press releases, communications, communication messages, etc.) in spanish and english.
  • Coordination and management of relationship meetings with Stakeholders (media, institutions, etc.) at all levels to generate alliances or knowledge between them.
  • Conception and preparation of budget for PR events to promote products and services of the companies advised, achieving greater knowledge in the media and other stakeholders.
  • Managed crisis communications efforts, mitigating potential damage to client reputations.
  • Monitored industry trends and competitor activities to identify potential opportunities for client growth or positioning adjustments.
  • Collaborated with other departments to develop integrated branding and public relations strategies.
  • Conducted media training for company executives and business leaders.
  • Generated comprehensive monthly reports highlighting PR successes, challenges faced, and recommendations for improvement.
  • Preparation of reports with KPI's for communicational purposes (for communication department and other business areas for clients)

Public Relations Manager

PACIFIC LATAM
05.2010 - 05.2011
  • Designed of corporate communication strategies for national and international brands such as: Samsung, General Electric, Johnson & Johnson and Mead Johnson, among others.
  • Raised brand awareness through consistent communications efforts and product campaign launches.
  • Supervision and support assistance of a PR team (7 persons) in order to achieve the objectives, set for each of the clients under my charge.
  • Managed crisis communications, effectively mitigating potential damage to the company's reputation.
  • Built strong relationships with key media contacts, resulting in increased press opportunities.
  • Developed compelling press materials, including press releases, media alerts, and pitch letters to generate interest from journalists.
  • Coached company spokespeople on effective communication techniques for interviews and presentations.
  • Led crisis communications and media relations activities in response to challenging situations.
  • Identified metrics to measure and evaluate effectiveness of public relations campaigns and initiatives.

Public Relations Coordinator

GRAFFITI COMUNICACIÓN CORPORATIVA
05.2007 - 04.2010
  • Enhanced brand visibility by developing and implementing strategic public relations campaigns.
  • Develop informative and institutional internal and content for clients of different business areas.
  • Maintained strong relationships with key media contacts, leading to consistent coverage for clients.
  • Produced and distributed internal and external communications for clients (Briefs, speeches, key messages, Q&A, press releases, pitches, etc.)
  • Coordinated press releases, handled press inquiries and interviews for clients.
  • Successfully pitched story ideas that resulted in positive feature articles for clients in top-tier publications.
  • Support in organizing events.
  • Monitored media coverage and produced detailed reports to analyze impact of PR efforts.

PR Consultant

GRAFFITI COMUNICACIÓN CORPORATIVA
02.2006 - 04.2007
  • Structured and executed press campaigns for national firms such as: Grupo Wong (Wong Supermarkets, Metro, Eco Almacenes and Plaza Lima Sur), Química Suiza, Mifarma, Derco, Bristol Myer-Squibb, Merck and GS1 Perú, among others.
  • Execution of external communication campaigns which an ad value return exceeded in 4 times the monthly fee of the client, becoming a saving in advertising for brands.
  • Creation of informative and institutional content for clients of different areas.
  • Generation of positive publicity in more than 50% of top tier mass media for different brand campaigns.
  • Maintained strong relationships with key media contacts, leading to consistent coverage for clients.
  • Analyzed competitor activities and adjusted PR strategies accordingly to maintain a competitive edge for clients in their respective industries.
  • Identified and pursued partnership opportunities with complementary brands or organizations to create mutually beneficial PR campaigns that generate increased visibility for all parties involved.
  • Helped with photo and video production and performed visual and sound editing tasks.

Education

Universidad De Ciencias Y Artes De América Latina
Lima, Perú
07.2023

MBA -

CENTRUM- PONTIFICIA UNIVERSIDAD CATÓLICA DEL PERÚ
Lima, Perú
2017

MBA -

EADA Business School
Barcelona, Spain
2007

Marketing

ESAN
Lima, Perú
2014

UNIVERSIDAD PARTICULAR RICARDO PALMA
Lima, Peru
2007

Journalism

PONTICIFIA UNIVERSIDAD CATÓLICA DEL PERÚ
Lima, Perú
2002

Skills

  • Strategic and Creative Thinking
  • Decision making
  • Writing Skills
  • Team Collaboration
  • Problem solving
  • Budget Management

Other Studies

  • 2023, Trade Marketing, INSTITUTO PERUANO DE PUBLICIDAD
  • 2023, Community Management course, INSTITUTO PERUANO DE PUBLICIDAD
  • 2019, Digital Marketing course, INSTITUTO PERUANO DE MARKETING
  • English- Advanced, ASOCIACIÓN CULTURAL PERUANO - BRITÁNICA
  • Portuguese intermediate, CENTRO DE ESTUDIOS BRASILEROS
  • Diploma in Financial Journalism, INSTITUTO DE FORMACIÓN BANCARIA- ASBANC

References

  • Mónica TASAYCO, CORPORACIÓN PRO | PR Supervisor, 997 578417, mtasayco@gmail.com.
  • Cinthia VELARDE, AGENCIA ANDINA | Politics Editor, 990 436540, cinthia.velardechavez@gmail.com.

Timeline

Senior Public Relations Executive

CORPORACIÓN PRO
05.2011 - Current

Public Relations Manager

PACIFIC LATAM
05.2010 - 05.2011

Public Relations Coordinator

GRAFFITI COMUNICACIÓN CORPORATIVA
05.2007 - 04.2010

PR Consultant

GRAFFITI COMUNICACIÓN CORPORATIVA
02.2006 - 04.2007

Universidad De Ciencias Y Artes De América Latina

MBA -

CENTRUM- PONTIFICIA UNIVERSIDAD CATÓLICA DEL PERÚ

MBA -

EADA Business School

Marketing

ESAN

UNIVERSIDAD PARTICULAR RICARDO PALMA

Journalism

PONTICIFIA UNIVERSIDAD CATÓLICA DEL PERÚ

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Sandra Evelyn Minaya Serna