Alfonso Toxqui

About

Strategist with a proven track record of translating cultural trends into effective campaigns. Skilled in conducting in-depth research and leveraging insights to drive sales and achieve business objectives. Experienced in presenting strategic recommendations to senior clients and fostering collaboration across teams for maximum impact.

Experience

• Employee Resource Group- Co-Founder- Leader of Cultura.Monks · Monks09-01-2021 – 10-01-2024

  Co-founded and led Cultura.monks, an ERG dedicated to fostering belonging and shared purpose. Developed and executed educational, networking, and cultural awareness programs aligned with ERG goals. Communicated effectively across all levels, ensuring alignment and buy-in for Cultura.monks' initiatives. Managed ERG budgets and collaborated with departments to secure resources and support activities. Integrated ERG objectives with the company's broader diversity and inclusion strategy. Tracked and reported on ERG participation, engagement, and impact to demonstrate value. Mentored other ERG leaders to promote inclusive leadership practices. Advocated for employee needs and served as a key liaison with leadership. Established operational policies and procedures for efficient ERG management. Promoted ERG activities and achievements to enhance visibility and engagement. Secured senior leadership support and buy-in for Cultura.monks' initiatives.

• Strategist · Monks07-01-2021 – 10-01-2024

  Developed innovative and engaging creative strategies for campaigns across digital, social media, and traditional platforms, driving brand awareness, client satisfaction, and sales. Spearheaded the development and implementation of integrated marketing and communications campaigns across digital, social media, and traditional media platforms for renowned clients such as the California Lottery, Northgate Market, MegaMex, Doña Maria, and ampm. Consistently identified and leveraged emerging cultural trends and consumer behavior to ensure campaign resonance with key demographic groups. Employed a robust research methodology, including brand tracking, social listening, and creative testing, to gain a comprehensive understanding of target audience behavior and increase ROI. Conducted in-depth creative briefings, aligning client objectives with innovative solutions. Utilized data and cultural insights to address client questions and drive creative development, contributing significantly to the agency’s understanding of the American Latino consumer. Fostered strong client relationships and internal cross-functional collaboration throughout the creative process.

• Employment Program Representative · Employment Development Department07-01-2020 – 07-01-2021

  Provided comprehensive employment services to individuals seeking assistance with unemployment insurance claims, job search strategies, and career development. Delivered comprehensive employment services to a diverse range of job seekers, including individuals with disabilities, veterans, and minorities. Conducted in-depth interviews, assessments, and job referrals to facilitate successful placements tailored to individual needs. Collaborated with employers to identify workforce needs and connect them with qualified candidates. Promoted self-service employment resources and assisted job seekers in navigating available programs and services.

• Integrated Marketing Strategist- Retail · Starbucks01-01-2015 – 05-01-2018

  Oversaw retail marketing strategy for several licensed Southern CA locations, increasing retail & RTE sales, as well as in-store foot traffic. Developed and executed merchandising strategies resulting in the consistent achievement of quarterly P&L targets throughout 2016 and 2017. This involved a data-driven approach to product placement, communications and store layout, directly impacting key financial metrics and operational metrics. Designed and implemented RTE strategy of display and sampling procedures, driving a significant 39.2% increase in food sales within the first quarter of 2016.

• Store Manager · SweetXO08-01-2013 – 01-01-2015

  Systematized protocols for keeping accurate records of daily sales and performance that could be clearly communicated to staff and upper management. Established a social media presence on a variety of platforms, which led to an 8% increase in foot traffic within the first six months of the store opening in 2013. Reviewed employee performance and developed individualized action plans for improvement, elevating the overall customer service experience and resulting in higher Yelp ratings.

Education

• Arizona State UniversityBachelor of Arts - BA, Communications and Media Studies

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