Bernadette Valles

Promoted to Director of Operations in April 2018. In addition to the responsibilities defined within my scope as Director of Marketing and Creative Services, this position oversees all local TV production operations, including activations, promotions, special events and technical production of live broadcasts. Manage marketing for four local radio stations and lead planning for large-scale events, which encompasses programming, driving ticket sales, client relations, cost negotiations, experiential marketing and cross-channel promotion.

Define strategy for and develop, execute and manage comprehensive marketing for two stations in the nation’s fifth-largest television market. Coordinate overall marketing effort with leadership, internal stakeholders and vendors in accordance with station goals. Develop creative print, radio creative and online marketing collateral. Provide producers with leadership and direction during execution of on-air marketing to drive ratings for local and network programming. Selected Contributions: • Pioneered the station’s first creative services department. Manage a six-person creative team of producers and graphic artists to concept and execute all station marketing and branding efforts. • Create and brand marketing campaigns for station programming and initiatives. Recent efforts include Unase al Reto, a wellness program; Vive Verde, a live green initiative; En Tu Prepa, a school spirit competition among Dallas-area public high schools; Ya Es Hora, a PSA campaign focusing on registering and educating Hispanic voters; and Vive La Mañana, our morning news broadcast that launched in 2011. • Planned and led execution of the Univision 23 local website. Continue to brand and promote online product through contest initiatives. Handle all sales client online relations. Oversee and contribute to stations’ social media channels, including Facebook and Twitter. • Work with clients to develop marketing partnerships through on-air promotions and contests. Organize sponsored events to brand marketing partnerships within the Dallas/Fort Worth community, including Copa Univision, an annual soccer tournament attracting 270 local teams.

Developed and produced a wide range of local on-air promos to market station weekend movies, syndication programs, network shows and local sales contests. Produced and wrote sales marketing videos as a selling tool for account executives.

Worked within a news environment to produce daily topicals. Wrote voiceover closings for syndication programs such as “The Oprah Winfrey Show” and “The Jerry Springer Show.”

Supported consultants by providing specific news research for TV client presentations. Compiled critique reports for all newscasts under contract by AR&D