Irene has broad experience across a number of client categories including packaged goods, automotive, financial services, retail, home building, entertainment, healthcare and aerospace. She also has expertise is in the travel category having oversaw planning teams for luxury travel brands such as Cunard Line, Princess Cruises, Kapalua Bay Hotel, Shutters on the Beach, La Quinta Resort, The Westin Maui, The Westin Kauai and The Westin St. Francis.
She has worked in the planning department of the LA offices of IPG’s McCann–Erikson, Dailey & Associates and Suissa Miller as well as the Dentsu/Y&R joint venture Lord, Dentsu & Parnters. She began her career at Chiat/Day. She has consulted with agencies such as Carat, Revolution Media, Media Matters and US International Media.
Her functional experience includes consumer insights, as well as media planning and negotiations across nearly all media such as national and local television and radio, national and local print, out-of-home, and digital.
In her position as Associate Media Director on Princess Cruises, Irene wrote and presented an extensive analysis of emerging new media which played a large role in expanding the Princess Cruises media plan to include digital for the first time. Irene also wrote a State of the Newspaper Industry whitepaper and coordinated efforts among the network of travel agents participating in the co-op newspaper program.
Irene has recently prepared several research studies for clients on various topics including marketing to millennials, marketing to moms and marketing to Hispanics.
In her spare time, Irene does volunteer work with a local elementary school, her church, Junior Achievement and the organization Pencils for Kids. She enjoys traveling, gardening and staying up to date on trends in the ad industry.