Natalie Alvarez
P.O. Box 19-1533 | Sacramento, CA 95819 | (C) 917-975-7364
(E) natalie.spruel@gmail.com | www.linkedin.com/in/nataliealvarez
PROFESSIONAL SUMMARY
A dynamic 15-year integrated marketing and business development professional specializing in Brand & Advertising
Management, Sports & Integrated Marketing, Strategic Business Development, and Event & Hospitality
Management. Diligent researcher and data synthesizer, keenly attuned B2B and B2C insights across a multitude of vertical
and interrelated market segments. Engaging and adaptive personality who excels in developing relationships with all levels
of influencers and decision-makers including C-Level Executives, Community Leaders and Celebrity Partners. A tenacious,
creative and analytical strategist skilled in managing high impact programs through efficient resource management and
partnership alliances designed to maximize ROI against Key Performance Indicators. Successful at fostering collaboration
among diverse constituents across internal teams, external partners and 3rd party vendors. Bilingual, a skilled and articulate
communicator accustomed to managing simultaneous priorities in start-up, traditional and matrixed environments.
CORE COMPETENCIES
Strategic Partnerships
Business Development
Segmentation/Targeting
360O Event Design
Branded Entertainment/PR
Retail/In-Market Activations
Sports Sponsorships
Total Account Management
Market Analysis/Competitive Insights
Social & Digital Media
Co-op Funding/Affiliate Programs
Contract & Change Management
EXPERIENTIAL OVERVIEW
Integrated Marketing & Business Development Consultant (2/2012-Present)
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Sacramento, CA – NYC, NY
Consultative project management solutions for organizations ranging in scope, industry and geographic location.
Specializing in; Experiential Marketing, Sports and Entertainment Sponsorships, Business Development, MultiChannel and Cross-Cultural Communications, Media Relations, Copywriting/Translating, and Event Design.
Samsung Electronics - World Cyber Games Division
Greater New York City, NY
eSports Director, Corporate Partnerships (3/2008-12/2011)
 Responsible for co-producing, managing, and monetizing all U.S. sponsorship programs and events across
WCG’s global competitive video gaming events in 70+ countries ($7M in Revenue).
 Spearheaded sponsor brand integration (product placement/messaging) with an exclusive 8-episode competitive
video gaming reality series (WCG Ultimate Gamer) airing on the SyFy and USA Networks.
 Administrated project timeline and workflow processes between Samsung Electronics HQ (New Jersey), Media
agency (Chicago), Production (Los Angeles) and WCG corporate HQ (Seoul, Korea).
 Responsible for managing the creative process for all sales-related marketing materials, custom proposals, and
development of client acquisition/retention strategies, in the U.S. and overseas.
 Traveled over 50% of the time domestically and internationally (South Korea, China, Hong Kong, Germany,
France) progress and strategy meetings and event execution.
NBA - Golden State Warriors
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Oakland, CA
Senior Account Manager, Corporate Partnerships (2006-2007)
Identified, secured and managed marketing sponsorship alliances with public, private, and non-profit
organizations resulting in new business revenue, budget-relieving trade, and community engagement.
Employed a consultative approach in identifying prospective partner’s business objectives to frame the
customization of a Warriors sponsorship proposal; a mix of Radio (KNBR 680/1050), In-Arena Signage,
Sampling, Charitable Outreach, Player Endorsements, Digital Solutions, POS & On-Site Promotions, Corporate
Hospitality, and Experiential opportunities.
Facilitated ideation and communication processes with cross-functional teams to architect sponsor deliverables
including, but not limited to presentations, contract negotiations, fulfillment and renewal management.
Managed Game Night responsibilities respective to client hosting, promotional execution and other as needed.
Comcast Spotlight Advertising, Comcast Corporation
Sacramento, CA
Regional Account Executive, CSN Bay Area (2005-2006)
 Created a brand new role within the division designed to creation focused on leveraging sports marketing
knowledge and relationships focus for creating the role was to leverage my sports marketing knowledge to help
launch the new regional sports network, then called ComcastNet West.
 Negotiated the sale of media inventory on 50+ Network Cable Channels that include ESPN, CNN, BRAVO,
LIFETIME, NICKELODEON, MTV, SCI-FI, MUN2 and GALAVISION.
 Partnered with Divisional Marketing Manager to deepen targeted advertiser share through cross-platform
branding elements with social media extensions resulting in incremental ad revenue.
 Promoted emerging technology trends such as Video on Demand, Ad Tag/Ad Copy, Vehix.com, and Comcast.net
to marketers and advertising agencies resulting in maximized ROI and messaging effectiveness.
 Metric a working knowledge of demographic and geographic specific programming using Nielsen ratings and
other Qualitative research tools such as Scarborough.
NBA - Maloof Sports & Entertainment/Sacramento Kings
Sacramento, CA
Strategic Alliances Manager (2000-2005)
 Developed and monetized integrated marketing sponsorships for the NBA, WNBA, Senior PGA, WISL and select
arena events. Leveraging team-controlled media broadcasts, digital platforms and promotional assets including
Television, Radio, Digital, Print, In-Market Activations, Arena Signage/Promotions, Player/Talent Endorsements
& Appearances, Community Programs, and Executive Hospitality.
 Responsible for overall success of sponsorship lifecycle: prospecting, program development, presentations,
contract negotiations, implementation and upsell/renewals; fostering support from key brand contacts, client
agencies, co-op groups, and associations. Top producer averaging a $7M book of business.
 Managed the approval and usage of intellectual property, including logos, taglines and preferred partner
designations for use in marketing campaigns and promotional materials.
 Client-facing responsibilities with all levels of stakeholders and influencers, including C-Level executives with
brands such as Cache Creek Casino Resort, Jackson Rancheria Casino Resort, Palms Casino Resort-Las Vegas,
24 Hour Fitness, Constellation Brands (i.e. Corona), XO Communications, University of Phoenix, Kelly-Moore
Paints, Round Table Pizza, Dreyer’s Ice Cream, Les Schwab Tires, et al.
 Appointed by President and VP of HR to head the development and administration of a key initiative: Diversity
Action Team, comprised of VP’s, Directors, Managers, and support staff tasked with enhancing and promoting an
inclusive team culture with the goal of becoming the most diverse professional sports franchise.
Hyatt Hotels & Resorts
Corporate Sales Manager (1999-2000)
Irvine, CA
Account Executive, Special Projects (1997-1999)
Los Angeles, CA
 Targeted key accounts through cold-calling, RFP responses, referral prospecting, trade shows, competitive
performance and community events yielding a 34% revenue increase YoY ($3.1M).
 Managed interdepartmental communications and workflow processes to ensure timely, accurate, and consistent
fulfillment of negotiated corporate contracts pertaining to lodging, catering, transportation, and entertainment.
 Maintained a regional and domestic travel schedule of 50-70% to promote property usage and market destination
to high performing travel agencies and key corporate travel managers.
 Responsible for on-going vendor performance and pricing appraisals, identifying alternatives for improving
performance efficiencies and operational costs. Initiated RFP bids, synthesized findings and justified
recommendations to Executive Team that resulted in a 40% reduction in departmental costs.
EDUCATION & LANGUAGES*
AFFILIATIONS (PAST/PRESENT)
B.S., Hospitality Business Management
Cal Poly Pomona
The Collins School of Hospitality Management
*Spanish
Sacramento Hispanic Chamber of Commerce
Parkway Elementary School, Sacramento: Mentor
Los Angeles Convention & Visitors Bureau
Irvine, SF & Sacramento Chamber of Commerce
Collins Hospitality Society
charity: water
References Furnished Upon Request