East Bay MBA JAN/FEB 2016 PRICELESS COVER LETTER/INTRODUCTION pg. 2 RESUME pg. 3-4 PORTFOLIO pg. 5 KYIAKHALID RUIZ Marketing Communications Strategic Brand Management Social Entrepreneurship International MBA of the Year 2015 “…I want to help your company grow…”
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KYIAKHALID RUIZ Marketing Communications Strategic Brand Management Social Entrepreneurship
InternationalMBA
of the Year2015
“…I want to help your company grow…”
East Bay MBA JAN/FEB 2016
Kongresszentrum: Davos, Switzerland
At this “World Economic Forum” site, Kyiakhalid Ruiz receives
a well-earned Master’s in Business Administration (specializing
in Social Entrepreneurship).
Seeking an enduring relationship in Marketing, Communications or Business Development 2
KYIAKHALID RUIZ, MBA kyiakhalid.com [email protected] (510) 813-3352
Manage
Project Management • End-to-end project
management capabilities (big picture overview + attention to detail) honed from 15 years of entrepreneurship
• Innovative problem-solving aptitude (to resolve issues without the panacea of money)
• Productive supervisory skills with direct reports & outside contractors
Robust cultural sensitivity • Forged from living overseas
and working deeply with many global citizens
Create
Design • Artistic savvy shaped from a
deep, lifelong appreciation of the arts
Software • Recognized proficiency in
presentation (PowerPoint & Keynote), image editing (GIMP & Photoshop), audio & video editing, page layout (Office & iWork) and data visualization (Tableau) software tools.
Analyze
• Outside-the-box strategic analysis considering all the variable inputs
Communicate
• Listening, hearing, asking clarifying questions, and taking detailed notes to translate ideas into a message.
• Tailoring the message towards its intended audience(s), then confirming that they understood it.
• Using the right tools (extensive vocabulary, fundamental English grammar, current Social Media #conventions, software,…) to convey that message at the right time.
• Skilled at exceeding client expectations through productive communication, strategic decision-making via effective data analysis & innovative problem-solving.
• Immense cultural sensitivity gained from years of travel and living overseas allows Kyiakhalid Ruiz to interact positively and productively with members of diverse communities.
Master’s in Business Administration (MBA) August 2015
HULT INTERNATIONAL BUSINESS SCHOOL: San Francisco, US• Hult Impact Challenge: Social Entrepreneurship track
▪ “Arara da Mata: Reversing Deforestation in Brazil’s Mata Atlântica Biome” • Club Memberships: Global Women in Business, Hult Venture Club, Hult Golf Club, The Art of
Living Club
Associate of Arts (AA), Real Estate (Highest Honors) June 2014
MERRITT COLLEGE: Oakland, California, US • 4.0 GPA and recognized as the top-ranked student in a 25-person class • Specialties: Residential/Commercial Property Management, Real Estate Brokerage
Bachelor of Arts (BA), American Studies June 1999
UC SANTA CRUZ: Santa Cruz, California, US • Researched the creation of the United States via the contribution of many disparate cultural
Professional Experience __________________________________________________
FDIP Intern: Peralta Community College District 2015 - present
• Developing the skills to teach undergraduate students • Published the survey “Tips for Future Educators: Establishing the Best Practices to help the
Educators of tomorrow” • Created innovative lesson plans & syllabus designed to optimize student potential
Real Estate Consultant: Oakland & Monterey, California, US 2006 - present
• Increasing client portfolio value by…o Actively managing & consulting client portfolios o Proposing strategic recommendations o Implementing efficiencies to substantially decrease outflows
Creative Media Consultant: San Francisco Bay Area, California US 1999 - 2014
• Produced and Communicated clients visions to their internal and/or external audiences (via documentaries, commercials, and big-budget theatrical releases).
• Required to meet and quickly establish long-lasting and trusting relationships with clients and with other independent contractors in order to fulfill the client’s objectives in a timely and budget-friendly manner.
• Cross-departmental communication liaison between multiple key stakeholders within and across strategic business units
• Managed multiple projects with tight deadlines and budgets• Designed clear, concise presentations, simplifying complex ideas and language into lay-
speak • Presented strategic recommendations to key stakeholders, from external client-side to internal
senior management• Clients include: Cisco, Google, Apple, IBM, Bank of America, Kaiser, SAP, Federal Reserve of
San Francisco, State of California, VISA, Gap, Levi’s, BlackRock, Wells Fargo,…• Responsible for content production: writing, editing, and proof-reading, keeping a consistent
voice, tone and vision across multiple media channels (print, video, audio, web publishing,…)
Additional Information ____________________________________________________
Languages: English (fluent), Spanish (advanced proficiency) Technologies: Microsoft Office (Excel, Word, and PowerPoint), Mac OS (Apple), Windows PC, audio/video editing software, image editing software (Photoshop,…), Tableau (data visualization software), website development (WordPress, iWeb), Search Engine Optimization (Google Analytics, AdWords, AdSense, Webmaster Tools,…)
Kyiakhalid Ruiz, MBA 2014-2015 Hult International Business School International Marketing, Module B
Is time running out on this women’s basketball league?
Diana Taurasi's Russian Team Is Paying Her To Skip The WNBA Season
The year-round nature of women's basketball takes its toll and the financial opportunity with my team in Russia would have been irresponsible to turn down. They offered to pay me to rest and I've decided to take them up on it. I want to be able to take care of myself and my family when I am done playing.
In a world with numerous entertainment options, is domestic demand strong enough to fully financially support a women’s basketball league?
Brittney Griner Makes 12 Times More Playing In China Than In The United States
While the Mercury could only pay Griner $49,440 in 2013, the WCBA's Zhejiang Golden Bulls signed her for approximately $600,000, according to ESPN The Magazine. Even with a $1 million endorsement contract from Nike, that type of money is hard to turn down. That's roughly six times more than the maximum salary in the WNBA.
How much money has the WNBA lost (or cost the NBA) since it's inception?
So far the WNBA has not mirrored the monetary success of the NBA, though it is targeting profitability in 2007. The NBA has provided annual subsidies of approximately $12 million dollars to cover operating losses. The average attendance of WNBA games, league-wide, is roughly half the average attendance of NBA games. As of the agreement signed in 2003, WNBA players who had up to three years of experience were capped at $42,000. By comparison, $385,277 was the minimum salary of an NBA rookie. WNBA rookies earned $30,000 per year. The maximum salary for a WNBA player in 2007 was $100,000. Many WNBA players choose to supplement their salaries by playing in European or Australian women's basketball leagues during the WNBA off-season.
Why is the market entered? The WNBA was created with major backing from the NBA as an avenue for professional women basketball players and to provide inspiration for women & girls.
What the entrant brings to the new market? The WNBA hoped to bring stability to the women’s basketball market.
What the entrant meets unto the new market? The WNBA met higher demand initially, but has declined in recent years. During its launch, the WNBA competed directly with another new women’s basketball league (the ABL, 1996-1998).
How is the market entered? The live sports entertainment market for women was entered into by the WNBA with lots of economic backing by the men’s basketball league, the NBA.
The WNBA was initiated as a venture by the deep-pocketed men’s league, the NBA.
Without the NBA’s money, the WNBA is dead-on-arrival.
Category Company Competition Customers/Consumers Collaborators Centers of Influence Context
Dominant existing mindshare (older forms of entertainment)
Relative Weaknesses
Not much entertainment caters positively to women & girls (excepting “chick flicks”, children’s toys,…)
Relative Opportunities
Opportunity to create entertainment that gives positive role-models to women & girls
Relative Threats
The threat of other forms of entertainment that will cater to women & girls, enter and achieve dominant mindshare/walletshare position.
The “role-model for women & girls” market is crying out for positive entertainment.Category Company Competition Customers/Consumers Collaborators Centers of Influence Context
The competitor who can accurately provide role-model entertainment, wins.
Category Company Competition Customers/Consumers Collaborators Centers of Influence Context
WNBA needs the support of powerful allies to survive.
WNBA Strategic Collaborators
Proctor & Gamble (“…$83.6 billion in sales and more than $10 billion in net earnings. Its beauty, grooming, and healthcare household names, such as Secret, Tampax, Cover Girl, and My Black is Beautiful, are focal points of the multi-brand partnership.”) http://www.forbes.com/sites/alanaglass/2013/07/26/in-its-17th-season-the-wnba-continues-to-defy-odds/
Economic: Consumers’ budgets shrink during tough economic times.
Sociological: WNBA exists to provide role-model leadership to women & girls as well as job opportunities for American women professional basketball players.
Technological: WNBA among leaders of “second-screen” viewing, social media fan interactivity.
Category Company Competition Customers/Consumers Collaborators Centers of Influence Context
WNBA exists in an attempt to equalize opportunities for women.
Missing the opportunity to grab critical mindshare.
Costs
Opportunity cost of doing nothing to create & increase value. Potential loss of sponsorships if ratings & attendance continue to slip. Have to survive on continued NBA subsidies.
($12+ million/year)
Benefits
Money savings from not having to spend to realign.
Easier to maintain the status quo than to invest in something new.
Strategic Alternative 2: Create an annual global championship to entice new American consumers.
Pros
Opportunity to expand exposure to American audiences of women’s basketball Opportunity to acquire additional sponsors
Cons
Difficult scheduling dilemma to accommodate players commitments to WNBA season and/or overseas teams Difficult to obtain required buy-in from the WNBA stakeholders
Costs
Initial cost of coordinating and administrating annual global women’s basketball championship (est. $5 million) Cost of marketing annual global women’s basketball championship (est. $50 million)
Benefits
Increased exposure of women’s professional basketball Increased opportunity to create new positive role models for women & girls
To create and manage an annual global women's basketball championship to compete against other basketball playing counties.
Doing so has the opportunity to increase exposure of women's basketball to American audiences, create more positive role-models for women & girls, and to acquire more sponsors to support the WNBA.
Tactical Marketing PlanSolutions: Market the global women’s basketball championship, relying on nationalistic tendencies to increase demand among American consumers.
Benefits: To increase exposure of women's basketball to American audiences, create more positive role-models for women & girls, and to acquire more sponsors to support the WNBA.
Information/Incentive: The incentive for new audience attention will “grease the wheels” of opposition both among WNBA and other concerned stakeholders.
Value: Having a nationalistic stake in the champion will enhance the value of women’s basketball in the U.S.
Access: Increased exposure to new consumers will create opportunities for advertisers.
Relationships: Playing an annual women’s basketball championship and/or creating positive role-models for women and girls will create lasting relationships with affected consumers.
Barcelona, Spain Win an exclusive, all-expenses VIP package to the 2015 Global Women’s Basketball Championship in Barcelona, Spain for you and 3 of your family! Meet your favorite players!
All you have to do is retweet #iheartwnba for your chance to win! Good luck!
31JULYLeveraging the power of social media will
go a long way toward creating the buzz around the 2015 Global Women’s Basketball Championship.
A digital marketing campaign using social media could conceivably use the popularity of retweeting and hashtags along with the incentive of winning an all-expenses trip for 4 to the site of the Global Women’s Basketball Championship to increase mindshare among interested consumers.
Exhibit 5: Works Cited “Impact of WNBA losing Taurasi”, Pardon the Interruption, ESPN, February 4, 2015 “How Much the Average American Spends on Entertainment”, http://visualeconomics.creditloan.com/average-american-spends-on-entertainment/ Women’s National Basketball Association: https://en.wikipedia.org/wiki/Women's_National_Basketball_Association American Basketball League: https://en.wikipedia.org/wiki/American_Basketball_League_(1996–98) Women’s Pro Basketball League: https://en.wikipedia.org/wiki/Women%27s_Professional_Basketball_League Atlanta Dream: https://en.wikipedia.org/wiki/Atlanta_Dream Chicago Sky: https://en.wikipedia.org/wiki/Chicago_Sky Connecticut Sun: https://en.wikipedia.org/wiki/Connecticut_Sun Indiana Fever: https://en.wikipedia.org/wiki/Indiana_Fever Los Angeles Sparks: https://en.wikipedia.org/wiki/Los_Angeles_Sparks Minnesota Lynx: https://en.wikipedia.org/wiki/Minnesota_Lynx New York Liberty: https://en.wikipedia.org/wiki/New_York_Liberty Phoenix Mercury: https://en.wikipedia.org/wiki/Phoenix_Mercury San Antonio Stars: https://en.wikipedia.org/wiki/San_Antonio_Stars Seattle Storm: https://en.wikipedia.org/wiki/Seattle_Storm Tulsa Shock: https://en.wikipedia.org/wiki/Tulsa_Shock Washington Mystics: https://en.wikipedia.org/wiki/Washington_Mystics
Rosner, Scott R. and Kenneth L. Shropshire, “Basketball and the Women’s National Basketball Association”, The Business of Sports, edited by Scott R. Rosner and, Jones and Bartlett Publishers, Sudbury, MA, Print. “WNBA on the Brink of Losing Another Cornerstone Franchise”, http://www.mercurynews.com/national-sports-news/ci_24846524/wnba-brink-losing-another-cornerstone-franchise “Editorial: Women Face Disparity”, http://baylorlariat.com/2013/02/05/editorial-women-face-disparity/ “Diana Taurasi's Russian Team Is Paying Her To Skip The WNBA Season”, http://deadspin.com/diana-taurasis-russian-team-is-paying-her-to-skip-the-w-1683643165 “Brittney Griner Makes 12 Times More Playing In China Than In The United States”, http://www.thepostgame.com/blog/dish/201404/brittney-griner-made-12-times-more-playing-china-us “How much money has the WNBA lost (or cost the NBA) since it's inception?”, https://ph.answers.yahoo.com/question/index?qid=20080522090322AAhvfqx “In its 17th Season, the WNBA continues to defy odds”, http://www.forbes.com/sites/alanaglass/2013/07/26/in-its-17th-season-the-wnba-continues-to-defy-odds/