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k Cristina Urdaneta

Trabajos realizados entre 2000-2010 en Lebhar-Friedman, Nueva York y Quigua designs, Madrid.

h

s mart design

m 634.896.941

e cristina.urdaneta@gmail.com w quiguadesignscom.ipage.com


Cristina Nicole Urdaneta von der Osten dirección:

Calle de Alonso Cano 38, Piso 2E, Madrid, España 28003

móvil:

634.896.941

teléfono fijo: e-mail: fecha de nacimiento: website:

917.267.419 cristina.urdaneta@gmail.com 05 de diciembre de 1973 http://quiguadesignscom.ipage.com

Experiencia Profesional Quigua Designs Caracas, Madrid | Noviembre 2007-Presente

2

DIRECTORA DE ARTE • Gestión integral de proyectos creativos a nivel de imagen corporativa, marketing y sitios web. • Creación y realización de los diferentes soportes de comunicación. Proyectos online: Responsable del estudio y coordinación del desarrollo de sititos web, gestionando las distintas etapas del proyecto, planteamiento de navegación, funcionalidad y dirección gráfica. Proyectos de marketing: Responsable de la ejecución de proyectos para empresas en distintos sectores. Lebhar-Friedman, Inc. Nueva York | Agosto 2000-Julio 2007

Editorial líder en el mercado de revistas profesionales DIRECTORA DE ARTE, (promoción Enero 2006-Julio 2007) • Diseño en su integridad el contenido editorial para cinco revistas del grupo. • Responsable de la creación del diseño desde su concepción de nuevas revistas. Gestión de proyectos: • Gestión y organización de proyectos a corto y medio plazo, dirigidos por el plan de medios, conjuntamente con el director y editor, determinando el arte para ilustrar las reseñas y noticias, la maquetación de secciones y el diseño de la portada • Dirección de sesiones de fotografías con modelos. Proyectos Online:

• Participo en el comite de dirección para el desarrollo de la maqueta principal de sitios web de las revistas. • Dirección de integración de gestor de contenidos, gestión de las maneras más efectivas de transmitir los mensajes en los distintos formatos electrónicos. • Trabajo conjuntamente con diseñadores online y programadores para las revisiones del diseño y su óptimo funcionamiento y fácil uso para los usuarios. Proyectos de Publicidad y Marketing:

• Gerencia y desarrolla la imagen junto al director de marketing y eventos especiales todos los materiales de promoción.


Cristina Nicole Urdaneta von der Osten Temple University Filadelfia, U.S.A. | Agosto 1998-Mayo 2000

asistente de profesor Dirección de clases propias para enseñar materia de diseño en el área de revistas y periódicos. • Diseño de Publicaciones: Dirección a nivel de diseño para el lanzamiento de una revista llamada Zeitgeist. • Diseño y Edición de Revistas: Imprartio la clase con los ultimos programas de diseño. PHILADELPHIA Magazine Filadelfia, U.S.A. | Verano 1999

PRáCTICAS • Asistente en el rediseño de departamentos. • Participación en el diseño del ejemplar especial de lo “Mejor de Filadelfia en 1999.” TRIADA Caracas, Venezuela | Diciembre 1993-Julio 1995

Empresa de consulturía Asistente de producción • Departmaneto de arte: Asistente en la producción del diseño de los materiales promocionales para los eventos especiales a beneficio de organizaciones sin ánimo de lucro, además de eventos para fomentar la imagen corporativa. Clientes: Bach Academy of Venezuela, Schlumberger, Chrysler Motors of Venezuela, IESA. • Diseño de materiales colaterales a nivel de marketing para promocionar a músicos, incluyendo plan de medios, porfolios para ser divulgados en los diferentes medios de comunicación, conciertos, y, finalmente, festivales. • Investigación: Archivos históricos y modernos de fotografía para las exposiciones. • Producción: Asistente en la producción de eventos especiales. Responsable de la lógistica de los eventos, contrato de personal para el evento. DMB&B D’Arcy Masius Benton & Bowles Caracas, Venezuela | Mayo-Diciembre 1993

Agencia de publicidad transnacional Prácticas Rotación por todos los departamentos de la agencia.

experiencia


Cristina Nicole Urdaneta von der Osten Formación Temple University, Philadelphia, Penn. Agosto 1998

Licenciado en comunicación y teatro, Magna Cum Laude • MAC OS X • Adobe Creative Suite: InDesign, Illustrator, Photoshop, Acrobat • Quark XPress Temple University, Philadelphia, Penn. Mayo 2000 Master en periodismo (esp. gráfica). Becada como Asistente de Profesor

Formación Especializada EFTI, Madrid Octubre 2010

Curso Profesional de Fotografía CICE: Escuela de nuevas tecnologias, Madrid Enero 2010

Máster de Desarrollo de Proyectos y Diseño de Páginas Web • Adobe/Macromedia Dreamweaver • Adobe Flash (básico) Parsons School of design Nueva York, NY 2003, 2006

Programa de Educación Continua • Collage/ Mixed Media • Advanced Digital Imaging • Adobe Illustrator School of Visual Arts Nueva York, NY 2006 Programa de Educación Continua • Fine Arts: Scketching

Informática Microsoft Office (word, excel, powerpoint…)

Idiomas inglés: Bilingüe Francés: Básico

Premios Premios otorgados por Lebhar-Friedman: • Mejor foto del año: 2006, 2005 • Mejor portada: 2001-2006 Honores Académicos en Temple University: • Cigar Aficionado: 1999 • Premio de fotografia: 1998

formación

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2

2008-2010 • imagen corpotativa


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2000-2007

marketing • diseùo de material colateral para conferencias, ceremonias y seminarios


Conferencia:

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Conferencia: Pro Dealer


Eventos:

Golden Hammer Awards


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Lebhar-Friedman, Nueva York, 2000-2007

mundo editorial

foto para Retailing Today, en Bill Blass Fashion Show, Nueva York, 2005


MERCHANDISING

I

HIGHLY SPECIALIZED BRANDS ARE BECOMING MORE IMPORTANT BY DRIVING SALES AND CREATING EXCITEMENT

n today’s challenging marketplace niche beauty brands play an increasingly important role as retailers seek out ways to set themselves apart from the competition, drive incremental sales and inject excitement into the shopping experience. Niche beauty brands—defined not by the size of the manufacturer but as brands with very specialized markets or focus, such as nail care or value cosmetics—are important players within the industry on several fronts. When it comes to beauty, compared with many other front-end segments, the category is trendier by nature, so beauty shoppers often are more willing to try new products. This is good news for the manufacturer and for the retailer, as niche brands can be a great driver of foot traffic—if done properly. “In the retail business there is much consolidation so it is vitally important that retail companies differentiate their product selection, and so niche brands and specialized brands play a very important role in the total picture of how a retailer will present their entire merchandising to the public,” said Grant Berry, chief executive officer of InterMark USA, which is known for its Styli-Style brand. Judging by the numbers, the world

“In some cases, when you include promotional funding, niche products generate more dollar profit for the retailer than many major brands. In addition, niche product manufacturers tend to be more aggressive in supporting the retailer’s programs,” Otto said. Niche beauty brands, however, do face certain challenges, as many manufacturers of niche products lack the cash flow to run enough advertising within the first six months of distribution. This can pose a problem, said Otto, as many large retailers now want free product for slotting and want to hold payments until the item starts selling. Making it increasingly difficult is the fact that many retailers will give an item only three months to six months before they give up on it or request a markdown or return. However, sometimes it takes more than six months just to gain consumer awareness. Added John Petchul, president of Continental Fragrances Limited, “Niche brands are important now because they provide innovation and increased profitability. If that brand is advertised it will drive store traffic and sales.” In an effort to help niche players, today’s brokers, who largely refer to themselves as sales and marketing

of niche brands, especially in beauty, is perhaps larger than many realize. In fact, 150 of the leading niche beauty brands generated about $1.3 billion at food, drug and mass for the 52 weeks ended Dec. 25, 2005, according to Information Resources Inc. “Niche products do drive sales, maybe not to the extent of a new product launch from a major manufacturer, but niche products do drive ‘profitable’ sales and ‘incremental’ sales. Niche products help to make the shopping experience in drug stores more exciting,” said Ron Otto, president of National Sales Solutions and president of the National Association General Merchandise Representatives Consumer Products Brokers trade association. “Do they drive traffic? Only if the retailer develops a reputation for offering an assortment of niche products.” The profit margins of such niche brands also are attractive, as they tend to start out higher than major brand line extensions, Otto explained.

consultants, offer expanded services to enable manufacturers to come to market prepared with a comprehensive marketing program. “For retailers to differentiate themselves and talk to consumers they will rely on specialty brands,” especially in the mass market where many of the trends are coming from the specialty store channel, said Deborah Hall, brand manager for Ms. Manicure, a nail care brand by Paris Presents. “Consumers want those specialty items but they don’t want to pay the specialty prices. … What specialty brands do is speak to the target [audience] and offer something different on the shelf and drive incremental sales. It helps to drive impulse purchases.” Added Berry, “Our focus is innovation—this is where we live. We don’t touch a product unless it has something different about it. … That is the reason for the existence of our brand, because we can offer the consumer something different.”

Niche Beauty NICHE BRANDS TEND TO HAVE TRENDIER PRODUCTS and lower price points, which make shoppers more willing to try new items.

14 • SUMMER 2006

THE BUSINESS OF BEAUTY


BATH & BODY

SPA SETTINGS HELP DRIVE BATH AND BODY

BY KELLY NOLAN

I

n-store innovation may help attract more consumers to the bath and body aisle. In a category that has seen its share of struggles, beauty experts agree that transforming the retail space into a pampering oasis could give the department the extra sales boost it needs. “Making the shopping environment a more immersive experience would help create excitement,” said Jennifer Haid, vice president, consumer strategist, health and beauty for Iconoculture, a provider of consumer advisory services. “More natural lighting, photos and even some light background music that would go along with products, especially natural ones, would make shopping for products a multi-sensory experience.” The key is to create an atmosphere in which the consumer feels indulged and can experience the product firsthand, Haid said. If the bath and body products have a spa focus, for example, adding extra spa photo signage or relaxing, soft music could help draw more attention to the department. And, as with cosmetics, it’s important that customers are able to try out how a product feels, looks and smells before they buy it and compare it with other products available, Haid said. Staffing a knowledgeable person who can answer questions about the differences between bath and body products also can drive traffic in the bath and body aisle. “The combination of product testers plus a dedicated beauty expert on staff could really help drug stores compete against specialty players, like Sephora or Ulta, who employ both of these methods as part of their business models,” she added. Retailers also can draw consumer interest by bringing products in the store that mimic prestige bath packaging. “Packaging in the prestige category is much more sleek,” Haid said. “Bottle designs use metals, colors and textures and have interesting and different shapes. More prestige products are using attractive colors and packaging in their products as well. I see this as an area 4 • SUMMER 2006

where mass beauty can go eventually.” But no matter what the product is or how it is presented to the consumer, a low price point still remains an important factor in driving sales in the bath and body category, according to Michael Piff, executive vice president of The Village Company, which licenses a wide variety of beauty products, including those in the bath and body category. And it is another area where drug stores easily can beat out their specialty competitors, he added. “The consistently growing areas within the segment have price points of $1.99 or less,” Piff said. But that doesn’t mean that luxe and spa bath and body products do not have their place. Thanks to product innovation, sales of bath and shower products totaled $4.4 billion in 2005, according to the latest data from Euromonitor International. By 2010, that number is expected to climb to $5.3 billion. The best way for mass to take advantage of this predicted growth is to continue to stock the most innovative products in the market while still keeping them at a value cost. Products with health and wellness benefits continue to attract consumer attention, Piff said. “Bath and body products that help remedy a problem, such as relieving stress, anti-aging, aches and colds, continue to do well, especially in the drug store setting, where medical expertise is already present,” he added. Shower gels with organic and natural ingredients also resonate well with consumers, Haid said. Many product launches last year featured soy, shea butter, honey, milk and aromatherapy ingredients. “Organic products are getting more popular, across all beauty categories, from cosmetics to bath and body,” Haid noted. “Consumers have become more interested in the idea of environmentallyresponsible products they can feel good about.”

CREATING AN ATMOSPHERE THAT IS INDULGENT and has natural lighting and relaxing music so consumers can experience as well as test products, will draw more attention and added sales to the bath and body department.

Where customers shop for bath and body LOCATION

2000

• Pharmacies/drug stores • Supermarkets/hypermarkets

8.4% 30.2

2005 7.8% 26.4

• Independent food stores

1.2

0.7

• Convenience stores

0.3

0.2

24.4

27.8

• Discounters • Department stores

5.7

5.2

• Specialists

13.8

14.3

• Direct sales

12.9

13.6

3.1

4.0

• Others Source: Euromonitor International

THE BUSINESS OF BEAUTY


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fotografĂ­a

 para reportaje editoriales, y de portada de revistas


»» Gap, Lexington Street NYC 2007

»»

Victoria Secret, 57th Street NYC 2007


 Lanzamiento de la marca Bitten de Sarah Jessica Parker, Nueva York 2005


Moda


Actriz

Laura Orgambide telĂŠfono: 658 175 395 mail:lorgambide@hotmail.com


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Cristina Urdaneta m 634.896.941 e cristina.urdaneta@gmail.com w quiguadesignscom.ipage.com


Cristina Urdaneta