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 Alejandra Solett's career spans more
than 20 years of remarkable professional managerial experience in television,
communication, advertising and photography. Voted as one of the 100 Best
Managers in 2003 by Gerente magazine, Solett has lived and worked in her
native Venezuela as well as the United States.
1/2005 - Present. Solett Communications & Image: Specializing
in the production of commercial and fine art photography. In addition,
consulting services targeting integration of programming across multiple
media platforms including television, internet and mobile . Fame Gallery,
Venevision. Caracas, Vz. One woman photo exhibition, Women in the Arts,
Museo de Las Americas, Miami, FL, April, 2005. Consultant, Active Media, UK,
11/05-3/06; helping to devise strategic content initiatives and subscription
programming verticals to support potential acquisition of a US mobile
content company.
1/2001-12/2004. The Warner Channel Latin America. Miami, FL:
Senior VP & General Manager Responsible for Warner Channel's day-to-day
operations and overall performances. Under her tenure as GM of the channel,
TWC's advertising sales dramatically increased by more than 400% and
viewership grew by over 300%, becoming the highest rated pan-regional
general entertainment network for Latin America, targeting the coveted 18-34
demographic.
Leading a staff of 60 people, she regularly traveled between the channel's
offices in Miami, Florida and Caracas, Venezuela. In addition, she was in
charge of all the major markets in Latin America, especially Brazil,
Argentina and Mexico and Venezuela, implementing and customizing Warner
Channel's growth strategies in the region.
Principal Achievements: Transformed an underperforming children's
channel, into an 18-34 top rated category leader. Utilizing creative and
innovative programming, sales and marketing strategies, Solett repositioned
and rebranded the network. Within a four year period, improved overall
ranking in the principal Latin American markets 18 positions, from #19 to #1
position.
Cumulative budget savings over seven million dollars and always delivered
forecasted EBITDA and profit estimates regardless of market or economic
circumstances.
9/98-12/2000. Warner Channel Latin America. VP Programming &
Production. Developed a successful and powerful branding and image campaign
and implemented a strategic programming adjustment de-emphasizing children's
programming, replacing it with highly recognized and popular series and
movies from Warner Studio and selected independent producers.
Principal Achievement: Directed the design, conceptualization and
implementation (all done in-house) of innovative marketing and programming
strategies that fueled ad sales growth 330% in one year (2000 vs. 1999).
2/98-9/98, T.V.I Independent Television (Lisbon, Portugal) Project
Development Consultant Lead consultant for corporate image analysis and re-design
implementation for this TV Channel.
3/97-1/98 Cisneros Television Group USA: Director New Channel
Development. Worked on various projects including creation and development
of new cable TV and DTH outlets for Latin America and Europe. Established
strategic initiatives with Spain, Mexico, Argentina, Brazil and Portugal.
4/95-2/97 Venevision, Caracas, VZ. Advertising Manager. Managed the
corporate image's design and development. Responsibilities included
programming promotion strategies, new programming launches, branding
campaigns, upfront sales events, and all creative proposals for the Network.
1/93-4/95. Venevision. Director of Univision Network for Venevision .
Key role in the strategic alliance between both networks, in charge of
programming acquisitions and programming schedules for both stations.
Directed talent exchange projects, co-productions and promoted culture
crossovers between Mexico, Venezuela and USA.
5/89-12/92. Venevision. Miss Venezuela Co-producer. Supervision and
coordination of a 500 person staff of the most important annual live TV show
produced in Venezuela aired to Latin America, U.S. Hispanic, European and
Asian markets.
2/84-12/92. Venevision. General producer. Entertainment TV Series,
children' shows, TV movies and musical specials; co-produced music shows,
beauty pageants and variety shows; hosted variety micro-shows with Tourism,
Cultural and Show Business themes.
Principle Television and Marketing Skills:
• Fluent in Spanish and English
• Plan, produce and design mega image events, political campaigns and
musical shows
• Concept development, production and direction of television, radio print
and on line advertising campaigns
• Ability to select and lead a large diversified and talented staff .
• Producer for TV Series, TV Movies and celebrity shows with the most
important stars from Latin America
•Ability to develop creative methods to optimize the production process by
implementing expense controls while maintaining the highest quality
standards.
Proficiencies:
• Macintosh and PC platforms.
• Microsoft Word, Power Point, Excel, Netscape, Internet Explorer, Outlook.
• Basic knowledge of: QuarkXpress, , After Effects.
•100% skill with Adobe, Photoshop and Capture NX.
• Recent courses in web design (basic and intermediate) at Miami Dade
College, Fall ,2006.
Freelance Experience
• Image campaign for several International Artists.
• Show Business, fashion, corporate, commercial and artistic Photography.
• Record companies' corporate image development, such as: Sony Music,
PolyGram and Hecho a mano.
• Books and Videos portraits.
• Diverse advertising campaigns for Telecommunications, Art Galleries,
Pharmaceutical Laboratories, Oil Industry and Fashion events.
Academic Record
• 1997, Fifth level English, British Council, Caracas, VZ
• 1981-1982 Professional Photography and Audiovisual Techniques, Brooks
School of Visual Arts, Santa Barbara, CA, USA o 1980-81, Intensive English,
University of California, Los Angeles (UCLA)
• 1979-1980, Marketing and Advertising New Professions, University Institute,
Caracas, VZ.
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