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RESUME

CINDY MATERO Consulting                                                                                                           August 2016 - Present

Providing client management, strategy and creative/production.

White Space Marketing Group: Providing on-going strategic consultation. Led development of unique creative strategy to support email database client in the healthcare arena.  Created 12 live-action and 6 animated instructional videos, managing strategy, creative development & production. 

Paige-22: NJ-based boutique design firm. Support team with business development, strategic planning, creative briefs and creative review.  (On-going)

HBO, New york                                                            
Director, HBO Brand Marketing                                                                                    2006 - 2014

Oversaw all HBO brand initiatives.  Developed marketing communications strategies and tactics to reach subscribers, non-subscribers and business trade. Hired and managed A-list advertising, creative, digital, promotion and production agencies, and managed internal creative and production teams.  

RESEARCH & STRATEGY

Directed extensive research to uncover consumer insights, refine brand strategy and positioning, develop target profile.  Resulted in re-articulation of network ID, new product identity and tagline evolution.

BRAND CAMPAIGNS

Developed award-winning brand campaigns:  HBO Voyeur (Winner Cannes Gold Lion) and HBO Imagine (Winner Cannes Gold & Titanium Lion)

MILLENIAL MARKETING

Led strategic initiatives to identify key millennial target, opening up major new market. 

Conceived and implemented first-ever college marketing program to promote programming, build brand affinity and cultivate next generation of subscribers through authentic & relevant customized live and digital events, garnering increases in key brand metrics (brand affinity & loyalty and intent to subscribe.  Provided framework for launch of HBO GO on college campuses. 

Produced HBO GO Millennial/College Digital Video Campaign, garnering 2.6MM views in 48 hours (5MM+), 98% “like” rate and prominent press coverage (5 Cannes Lions & Effie winner).

NEW PRODUCT LAUNCH

Launched HBO GO with high profile Clio-Awarded TV & Digital campaign, managing creative development/ production and media planning/execution, resulting in 44% increase in awareness.

Developed new product trade campaigns for business trades (e.g. Multichannel News, etc.)

BRAND COMMUNICATION TOOLS

Created brand support materials (HBO Brand Book and Video) for internal and external constituents, domestic and international, to provide brand history and tenents, ensure high quality and uniform standard of creative excellence.

 

Director, HBO PROGRAM Advertising & Promotion                                                                            1990 - 2006

  • Supervised marketing for high profile HBO original programs in Music, Comedy, Late Night, Documentary, Sports and Miniseries genres.

  • Lead creative development, production, media planning and execution (Television, print, OOH, event, digital).

  • Managed internal cross-functional teams to ensure cohesive marketing (consumer and distributor).

Education

Elizabeth Seton College (Marymount),  Yonkers, NY

INTERESTS

Theatre and dance  - and I can teach you how to make a mean pot of Italian Sunday "gravy"!  

 References furnished upon request.