https://ambarmendez.com Ambar Mendez - Digital Communicator Tue, 14 Apr 2026 05:42:29 +0000 https://ambarmendez.com en https://ambarmendez.com/Home Tue, 14 Apr 2026 05:42:29 +0000 Ambar Mendez - Digital Communicator https://ambarmendez.com/Home DIGITAL STRATEGIST &amp; BRAND MANAGERBridging the gap between high-level social strategy and brand perception. <img width="2765" height="3456" width_o="2765" height_o="3456" data-src="https://freight.cargo.site/t/original/i/51352871cba43a4f296f809dc91777b646ddf444a18a460403080ba99a5a9f6a/Untitled-design-1.png" data-mid="247165744" border="0" data-scale="70" src="https://freight.cargo.site/w/1000/i/51352871cba43a4f296f809dc91777b646ddf444a18a460403080ba99a5a9f6a/Untitled-design-1.png" /> With roughly a decade of experience managing multi-million-view campaigns for industry leaders, I specialize in building resilient online brand identities through data-driven storytelling. Currently pursuing a Master of Science in Marketing at Texas A&amp;M’s Mays Business School, I combine my years of field expertise with data-driven strategies to drive measurable growth in competitive markets. I do this by making complex topics more digestible for target audiences while maintaing a brand’s voice and image. My goal is to help forward-thinking brands navigate the digital landscape with precision, purpose, and adaptability.Learn more about me and my work. https://ambarmendez.com/About Wed, 11 Mar 2020 01:37:20 +0000 Ambar Mendez - Digital Communicator https://ambarmendez.com/About <img width="4160" height="6240" width_o="4160" height_o="6240" data-src="https://freight.cargo.site/t/original/i/a605924dfbb92942bcdc3bf133185c264693dddeaf56ce2c64645b31f8e1fce8/IMG_1261-Edit.png" data-mid="247085507" border="0" src="https://freight.cargo.site/w/1000/i/a605924dfbb92942bcdc3bf133185c264693dddeaf56ce2c64645b31f8e1fce8/IMG_1261-Edit.png" /> PROFILE &amp; PERSPECTIVE The core of my work has always been the ability to make the complex feel personal. Having navigated the evolution of the digital landscape from simple platform presence to sophisticated storytelling, I focus on the intersection where brand identity meets consumer perception. I specialize in building strategies that stay resilient in unpredictable markets, ensuring that every move a brand makes is backed by a clear, functional purpose. Leading social strategies for organizations in fintech and energy, as well as advocacy at the state level, I have managed multi-channel campaigns across both B2B and B2C sectors. This range of experience has taught me how to pivot narratives for different worlds: whether I am translating technical financial data for corporate stakeholders or humanizing large-scale energy initiatives for the public. My goal is always the same: ensuring a brand’s voice is heard through the noise, regardless of the industry. While I have the hands-on experience, I recognized that the next step in my career required a deeper understanding of how to bridge creative work with the actual data and psychology behind consumer decisions. This led to my current pursuit of a Master of Science in Marketing at Texas A&amp;M’s Mays Business School. By layering my field experience with the analytical models I’m studying now, I approach brand management with a dual perspective: the instinct of someone who has been doing the work for years and the precision to back it up with data. I am now focused on taking this combination of field experience and academic depth into a Brand Management or Digital Strategy role. I am driven by the opportunity to help forward-thinking organizations navigate their digital evolution with precision, purpose, and a reputation for clear, impactful brand perception. Learn more about some of my work and experience. https://ambarmendez.com/Portfolio Wed, 09 Nov 2022 18:31:31 +0000 Ambar Mendez - Digital Communicator https://ambarmendez.com/Portfolio Case Study: Poncho &amp; TAMU Go-To-Market Strategy Go-To Market Strategy | Branding | Research <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/49669e6a16f5c7d1af04dfca9dd19efc75df088a2dfd57448327e6308cef59f2/Ponch-and-TAMU.png" data-mid="247085802" border="0" src="https://freight.cargo.site/w/1000/i/49669e6a16f5c7d1af04dfca9dd19efc75df088a2dfd57448327e6308cef59f2/Ponch-and-TAMU.png" />Objective: As part of a collaborative consulting project for Poncho Outdoors, I worked with a team of marketing professionals to develop a Go-To-Market roadmap for expanding the brand's presence at Texas A&amp;M University. By synthesizing qualitative interviews with quantitative survey data, our group identified a "sleeping opportunity" where high cultural alignment met low brand awareness among the student demographic. We focused on translating these insights into a functional 4-P strategy, identifying specific trust-building behaviors such as on-campus interactions and "Day in the Life" content that drive brand adoption in this market. The project culminated in a formal presentation of our data-backed recommendations to executive leadership at Poncho and the Texas A&amp;M Licensing &amp; Branding team, providing a realistic action plan for the brand's expansion into the university ecosystem. See the full presentation here.Fields of Financial Empowerment FICO &amp; Chelsea FC | Brand Awareness | Sposts Sponsorship Objective:&nbsp; The Fields of Financial Empowerment campaign was a strategic initiative by FICO, in partnership with Chelsea F.C., during their summer tour. This campaign was centered around building brand awareness for FICO's Score A Better Future Program, a key element of FICO’s commitment to financial education. My role involved creating targeted social media content and advertisements aimed at increasing visibility and understanding of the events associated with this tour. These marketing assets were designed to clearly articulate the objectives of the Score A Better Future program, enhance FICO's brand recognition, and drive traffic to registration pages for these complimentary events. Central to this campaign was FICO’s dedication to financial inclusion, with a focus on educating marginalized communities and young adults about the significance of their FICO Score, positioning the Score A Better Future program as a leader in this critical field. <img width="624" height="620" width_o="624" height_o="620" data-src="https://freight.cargo.site/t/original/i/75bc22d9ef953fbb728fbcfa130c0d940013167d6499712cf3d427eb7bae67bb/Screen-Shot-2024-01-15-at-9.56.29-PM.png" data-mid="201854973" border="0" src="https://freight.cargo.site/w/624/i/75bc22d9ef953fbb728fbcfa130c0d940013167d6499712cf3d427eb7bae67bb/Screen-Shot-2024-01-15-at-9.56.29-PM.png" /> <img width="614" height="614" width_o="614" height_o="614" data-src="https://freight.cargo.site/t/original/i/5a2453753cd2d0c5b280c49b5d8e86e1d1aa5605c01d4962c8d4b22d508895cc/Screen-Shot-2024-01-16-at-9.47.31-PM.png" data-mid="201973375" border="0" src="https://freight.cargo.site/w/614/i/5a2453753cd2d0c5b280c49b5d8e86e1d1aa5605c01d4962c8d4b22d508895cc/Screen-Shot-2024-01-16-at-9.47.31-PM.png" /> <img width="599" height="592" width_o="599" height_o="592" data-src="https://freight.cargo.site/t/original/i/ac7b7c58a4c56bee47d72ae9e5eee3be83b209363eff71e95fe28ba37737810a/Screen-Shot-2024-01-15-at-9.59.14-PM.png" data-mid="201855167" border="0" src="https://freight.cargo.site/w/599/i/ac7b7c58a4c56bee47d72ae9e5eee3be83b209363eff71e95fe28ba37737810a/Screen-Shot-2024-01-15-at-9.59.14-PM.png" /> <img width="616" height="616" width_o="616" height_o="616" data-src="https://freight.cargo.site/t/original/i/f3a406c0823b6208906422e244ce0717a1a2668e36176bd08519d127006ec239/Screen-Shot-2024-01-16-at-9.48.34-PM.png" data-mid="201973365" border="0" src="https://freight.cargo.site/w/616/i/f3a406c0823b6208906422e244ce0717a1a2668e36176bd08519d127006ec239/Screen-Shot-2024-01-16-at-9.48.34-PM.png" /> RESULTS ~1.6M in organic reach2100 paid &amp; organic link clicks on Facebook in one month390% increase in followers Credit Education&nbsp; FICO | Brand Awareness | Education | Content Creation Objective:&nbsp; The financial empowerment initiatives at FICO, particularly those focused on consumer education about FICO Scores, are driven by a commitment to providing clear and accessible information. The core of these initiatives involves creating engaging content that sheds light on the different types of FICO scores. This content is designed not only to educate consumers about their credit scores but also to guide them towards utilizing myFICO, FICO's free credit accessing portal. myFICO serves as a vital resource, offering users access to their credit scores and a wealth of information aimed at improving their credit health. These efforts by FICO play a crucial role in enhancing financial literacy, empowering consumers to make better-informed financial decisions, and improving their overall financial well-being. <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/f96f87d304d37d6b615d6d0bcb92842a5c56a6a87b2b7784d88b906dd56867de/FICO-SABF-1.jpeg" data-mid="201857807" border="0" src="https://freight.cargo.site/w/1000/i/f96f87d304d37d6b615d6d0bcb92842a5c56a6a87b2b7784d88b906dd56867de/FICO-SABF-1.jpeg" /> <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/c8985de7d2548d57bd70ceeff41bb1ac40ac90a257ef9c0fb340154a67f82a4a/FICO-SABF-2.jpeg" data-mid="201857806" border="0" src="https://freight.cargo.site/w/1000/i/c8985de7d2548d57bd70ceeff41bb1ac40ac90a257ef9c0fb340154a67f82a4a/FICO-SABF-2.jpeg" /> <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/4b53ebaba1d664ded9bcb4bced3cf4d4da779638250ba4bbfe72a6b318d11087/FICO-SABF-3.jpeg" data-mid="201857857" border="0" src="https://freight.cargo.site/w/1000/i/4b53ebaba1d664ded9bcb4bced3cf4d4da779638250ba4bbfe72a6b318d11087/FICO-SABF-3.jpeg" /> RESULTS 122% increase in engagement10% YoY growth in followersAn increase in efficiency through syndication and a more diverse mix of content Our EnERGy Phillips 66 | ERG | Thought Leadership &amp; Branding | Employee Engagement Objective: To increase awareness around the Phillips 66 Employee Resource Groups (ERGs) through thought leadership in order to show how inclusion and diversity are embedded into the company’s culture. Campaign activations ran across corporate social media channels, internal digital platforms, and the website. The call-to-action directed to the newly designed Our People webpage. The “Our EnERGy” name was chosen as a play on words. Phillips 66 provides energy and improves lives, but the ERGs are the energy of the company and who make the work possible. Our Energy is who embodies the company and creates an inclusive and diverse culture. All interviews were conducted by me. I provided the creative direction for the overall look and feel of the videos so that they matched the colors of each group. Emphasizing the importance of better user experience, we used various specs/ratios that would meet performance goals. RESULTS 30K follower growth across social accounts with LinkedIn being the most engaged channel 7.3% engagement rate 400 link clicks with an increased page view time Over 300,000 impressions in total Phillips 66 Powers Phillips 66 | Products Made Possible With Petroleum | Education ︎ Viddy Award Winning Campaign Ever wondered what household items were made of? Through curated scenarios, these videos allowed for Phillips 66 to engage audiences with a personable message. Objective: To show all the products that are made possible through petroleum and develop more of that narrative through the post copy. View More: Products We Make Possible: Poolside VacationsProducts We Make Possible: Pickup GamesProducts We Make Possible: Camping TripsProducts We Make Possible: Thanksgiving RESULTS 2% - 3.5% engagement rates No CTA, high engagements resulted through comments and resharesBetween 30,000 - 50,000 average impressions In the Field Phillips 66 | HR &amp; Recruitment | Brand Awareness | Employee Engagement ︎ Sizzle Reel - Viddy Award Winner Objective: To build brand awareness around different Phillips 66 business operations and shine light on hard to fill positions in key market areas. The campaign was broken up by matching a video of persons interviewed to a video of where their job was located. In addition to sharing organically to social media, there was a paid push to share these videos to selected target areas for job listing visibility.Worked in close collaboration with HR &amp; Recruitment, selected participants were invited to interview and be photographed for this campaign. These posts incorporated pulled quotes from the interviews with selected video and imagery along with a small copy description that would create interest around the role or location. The CTA directed to either the careers page or specific locations page. View full playlist here. RESULTS 2,500,000 impressions~ 1 million video views3,000 link clicks Energy Research &amp; Innovation Phillips 66 | ER&amp;I Business Operation | Brand Awareness ︎ Viddy Award WinnerObjective: To inform and build awareness around the Phillips 66 Research Center in Barttlesville, Oklahoma.Researched extensively and worked in close collaboration with the Creative team and subject matter experts to accurately portray what Energy Research &amp; Innovation is at Phillips 66.&nbsp; Arriba Las Mujeres Jolt Initiative | Lead Generation | Social Media &amp; Digital Event <img width="1440" height="1440" width_o="1440" height_o="1440" data-src="https://freight.cargo.site/t/original/i/71c1202161066df963f72ebcb4c75de170b188235be9097e49325c85055b3060/Arriba-Las-Mujeres-1.jpeg" data-mid="166700827" border="0" src="https://freight.cargo.site/w/1000/i/71c1202161066df963f72ebcb4c75de170b188235be9097e49325c85055b3060/Arriba-Las-Mujeres-1.jpeg" /> <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/f3b039b607a594421ff62c656ca834c6c7aba1d91ccae35805eb69618ebef89e/Arriba-Las-Mujeres-3.jpeg" data-mid="166701768" border="0" src="https://freight.cargo.site/w/1000/i/f3b039b607a594421ff62c656ca834c6c7aba1d91ccae35805eb69618ebef89e/Arriba-Las-Mujeres-3.jpeg" /> <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/afebf6f40cab92631a47e6177c2aa2976b43d7d87285bf0fa5b84fd912b03f6c/Arriba-Las-Mujeres-2.jpeg" data-mid="166701553" border="0" src="https://freight.cargo.site/w/1000/i/afebf6f40cab92631a47e6177c2aa2976b43d7d87285bf0fa5b84fd912b03f6c/Arriba-Las-Mujeres-2.jpeg" /> About Arriba Las Mujeres: A personal development and leadership program that brings to light how specific issues directly impact the Latina community in Texas, including good jobs, healthcare for everyone, education for all, respect for immigrant families and protecting voting rights. The program includes practical career skills such as networking tips, resume building, how to tell your story and more. Objective: To promote ALM through paid and organic social media in order to register 100 women for the program and build brand awareness around Jolt’s efforts to engage the Latina community.&nbsp;Working with a Latina artist in residence, Ana Ruiz, I made sure that branding and imagery worked to represent what ALM is. Each post provided details of the event, deadlines, benefits, and a CTA to our registration form. In addition, we reached out to ALM alumna who could provide thought leadership on the event in hopes of activating continued interest. Value-add was created for prospective registrants through the use of media tool kits which included branded tweets, gifs, and graphic art that they could learn from and share on their own feeds (this worked as just fun, informative content for them, and brand awareness for Jolt to reach broader audiences organically).Finally, we worked with other nonprofits across the state who had interest in reaching this targeted demographic to share on their feeds in a co-branded way (tagging us about the program in exchange for sharing tools on how to engage with young Texas Latinas).&nbsp; RESULTS 300 Registrants~5% Engagement rate Jolt Action Tiktok Jolt Action | Strategy, Content Creation &amp; Launch <img width="1250" height="914" width_o="1250" height_o="914" data-src="https://freight.cargo.site/t/original/i/cee327bccff8068246645f60774422ed3cce2b5a4798e99d1ae5ba6d4e2d1baa/Screenshot-2026-04-12-at-1.26.32PM.png" data-mid="247102292" border="0" src="https://freight.cargo.site/w/1000/i/cee327bccff8068246645f60774422ed3cce2b5a4798e99d1ae5ba6d4e2d1baa/Screenshot-2026-04-12-at-1.26.32PM.png" /> Jolt Action believes in the power to vote and the voices of young Latinos around the state of Texas. As Digital Media Manager, I created a strategy for their channel that would engage and educate a targeted Gen Z audience through Tiktok. Curated content revolved around lobbying at the state capitol, and the importance of voting all leading into the 87th Texas Legislature. <img width="926" height="1552" width_o="926" height_o="1552" data-src="https://freight.cargo.site/t/original/i/ec1ee1ecd3a7f8ad2f281bb2af0fbdb425c68f04f52816947623ee38a7847dc6/Screenshot-2026-04-12-at-1.24.05PM.png" data-mid="247102279" border="0" data-scale="43" src="https://freight.cargo.site/w/926/i/ec1ee1ecd3a7f8ad2f281bb2af0fbdb425c68f04f52816947623ee38a7847dc6/Screenshot-2026-04-12-at-1.24.05PM.png" />Call to action directed to the&nbsp;Voter Resources landing page. RESULTS Avg. engagement rate ~7% - 15% Avg. 550 video views per video6% year-on-year growth #iPinkiCan Stage Stores Inc. &amp; Breast Cancer Research Foundation | Influencer Campaign <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/4864ca822443ead76301b043df114d5166e559bcd7d841a6ce6c30b97c83f75e/Untitled-design-4.png" data-mid="166706260" border="0" src="https://freight.cargo.site/w/1000/i/4864ca822443ead76301b043df114d5166e559bcd7d841a6ce6c30b97c83f75e/Untitled-design-4.png" /> <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/15317d99e16e49b68ae032aea7c4e6e206c9300d072b09a7539001d5f5253a06/Untitled-design-2.png" data-mid="166706257" border="0" src="https://freight.cargo.site/w/1000/i/15317d99e16e49b68ae032aea7c4e6e206c9300d072b09a7539001d5f5253a06/Untitled-design-2.png" /> <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/1d18dc32ad0fbd635d6ab8710c2d30991aa067fc5da4d7639826247c210d3cbb/Untitled-design-3.png" data-mid="166706259" border="0" src="https://freight.cargo.site/w/1000/i/1d18dc32ad0fbd635d6ab8710c2d30991aa067fc5da4d7639826247c210d3cbb/Untitled-design-3.png" /> As Digital Brand Coordinator, I managed 20 social media channels under the Stage umbrella of brands. October is Breast Cancer Awareness Month, and Stage Stores celebrated stories of strength and resilience through the #iPinkiCan influencer marketing campaign I developed. Call to action was to the Breast Cancer Research Foundation (BCRF) landing page, where social audiences would see branded BCRF and Stage Stores merchandise. From there, 50% of procedes would be donated to the BCRF. RESULTS Managed relationships with 10 influencers for the campaign Shared across social, this campaign result in a 10,000 follower growth and ~10% engagement rate 25% page view increase on our landing page Contributed to the success of reaching a $100,000 donation goal