ARTURO GARCIA                    

An accomplished marketing executive with an MBA in Sustainability and over 18 years of leadership experience in advertising and marketing, with a specialized focus on Sports Marketing (Major League Soccer), Broadcasting (LATV), Lifestyle (The North Face), and Culture brands (The Fader). My career is marked by a proven ability to develop, plan, manage, and execute comprehensive integrated marketing programs, including TV spots, digital marketing, branded content, PR, and experiential initiatives.

As a strategic leader, I have successfully overseen daily client programs and driven consistent business growth. My role as Group Account Director for Major League Soccer across seven seasons has solidified my position as a key soccer subject matter expert, providing both internal strategic guidance and external business development.

With a deep understanding of the sports and culture marketing landscapes, I excel in operational excellence, streamlining processes, and delivering measurable results. My experience includes optimizing campaigns to maximize ROI, leading cross-functional teams, and managing multi-million-dollar budgets to ensure financial targets are met.

My leadership style is characterized by inspiration and empowerment, enabling teams to excel in high-pressure environments. I am adept at navigating the complexities of the soccer commercial space, leveraging my expertise to ensure seamless execution across multiple partners, and driving innovation in marketing strategies.

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Experience

Cornerstone / The FADER 12/2017  - Present 

GROUP ACCOUNT DIRECTOR  

  • Strategic Leadership: Developed and executed the strategy for the highly successful Our Soccer campaign, driving innovation and creativity across content, social media, and game-day experiences. This experience positions me to manage dynamic and cross-functional teams delivering fully integrated, soccer-themed marketing programs. 

  • Client Relationship Management: Built and sustained relationships with senior-level clients at Major League Soccer, expanding the scope of work and developing more creative campaigns. Developed strong, trusted relationships with senior clients, agency partners, sports properties, media, and content partners.

  • Team Management: Led a dedicated team in overseeing key brand initiatives, including campaign development, in-market activations, and in-stadium brand executions to enhance the MLS brand presence. 

  • Campaign Execution: Oversaw the production of MMT, 18+ national TV spots, and an annual league-wide toolkit for media partners, ensuring all campaigns were on brand. Managed a consistent and cohesive process from the development of activation strategies to in-market delivery and performance analysis.

  • Brand Development: Developed brand vision, strategy, and marketing campaigns for key moments such as MLS is Back, All-Star, Heineken Rivalry Week, Decision Day, Playoffs, and MLS Cup. Participated in the development of partnership, investment, and divestment strategies aligned with the brand’s business objectives around soccer entry points.

  • Budget Management: Negotiated contracts and managed the yearly marketing budget to maximize profit and create impactful content.

LATV 1/2015 – 11/2017

MARKETING DIRECTOR

  • Marketing Strategy: Developed a successful marketing plan that attracted new advertisers, revitalizing the network’s production capabilities.

  • Team Leadership: Briefed and managed the team on daily, monthly, and quarterly objectives, ensuring alignment with overall business goals.

  • Production Oversight: Presented, produced, and delivered marketing assets including sizzle reels, tune-ins, branding spots, and show segments.

Skills

  • Adaptability: I Live in the moment, this flexibility allows me to stay productive when the demands of work are pulling in multiple directions at once.

  • Achiever: A hard worker that takes pride from producing meaningful results everyday.

  • Positivity: Posses a contagious enthusiasm that can get others excited about what they are going to do. Generous with praise, quick to smile and always on the lookout for the positive in the situation.

  • Strategic: Have the ability to create alternative ways to proceed when faced with any given scenarios.

  • Learner: A rational thinker with a great desire to learn and always aims for continuous improvement.

Education

Auckland University of Technology (New Zealand) 01/2009 – 07/2011

Double MBA | Sustainable Development and Operations Management. 

California State University Fullerton 08/1999 – 05/2004

Double Major | Advertising and Radio, TV, Film production.   

Brand Experience 

Sr. Account Management

Major League Soccer, Coca Cola, Sprite, North Face, Sonos, Walmart, LATV, ESPN Latin America.

Copywriter 

Ford, Honda, Sony Pictures, CA Department of Health, Time Warner Cable, CenturyLink, Chevron, ARCO, Rovi Corp, Western Dental and more.