F SC O M M U N I C A T I O N S B R A N DO A N N R E IL R N N A N A L Y S I S S

C O O L K Y O T P CA E V E M O IB T M A N A G E M E N T N PO I T Y D S L

F A I R N I I I IR A G S O C I A L A M B A NI T G N L EE D I V E R S E E X P E R I E N C E SN O O U OD N W G L O B A L LL T T UY O G A H E F F I C I E N T U T

R M R U I ZT E A M ! C R E A T I V E OS I NY K Y I A K H A L I D S

East Bay MBA

PSA pg. 2 COVER LETTER pg. 3 RESUME pg. 4-5 PORTFOLIO SAMPLE pg. 6

C R E A T I V E S O L U T I O N S F O R Y O U R O R G A N I Z A T I O N

ANNUAL CROSSWORD ISSUE!

IN LOOKING FOR THE IDEAL RESUME, YOU’VE IGNORED THE IDEAL CANDIDATE.

LEARN HOW TO FIND, TRAIN AND CULTIVATE A GREAT POOL OF UNTAPPED TALENT.

East Bay MBA

Kongresszentrum: Davos, Switzerland

At this “World Economic Forum” site, Kyiakhalid Ruiz receives

a well-earned Master’s in Business Administration (specializing

in Social Entrepreneurship).

Pursuing an enduring relationship in Marketing, Communications and/or Brand Management 3

KYIAKHALID RUIZ, MBA kyiakhalid.com kyiakhalid@gmail.com (510) 813-3352

Manage

Project Management • End-to-end project

management capabilities (big picture overview + attention to detail) honed from 15 years of entrepreneurship

• Innovative problem-solving aptitude (to resolve issues without the panacea of money)

• Productive supervisory skills with direct reports & outside contractors

Robust cultural sensitivity • Forged from living

overseas and working deeply with many global citizens

Create

Design • Artistic savvy shaped from a

deep, lifelong appreciation of the arts

Software • Recognized proficiency in

presentation (PowerPoint & Keynote), image editing (GIMP & Photoshop), audio & video editing, page layout (Office & iWork) and data visualization (Tableau) software tools.

Analyze

• Outside-the-box strategic analysis considering all the variable inputs

Communicate

• Listening, hearing, asking clarifying questions, and taking detailed notes to translate ideas into a message.

• Tailoring the message towards its intended audience(s), then confirming that they understood it.

• Using the right tools (extensive vocabulary, fundamental English grammar, current Social Media #conventions, software,…) to convey that message at the right time.

Meet your new teammate!

KYIAKHALID RUIZ, MBA (510) 813-3352 ☎ kyiakhalid@gmail.com www.kyiakhalid.com linkedin.com/in/kyiakhalid

Strategic Marketing …Communications …Brand Management

The solution your organization deserves!

“Communication fosters understanding, and then growth.”

• Collaborative Management Style • Diverse Cultural-Sensitivity • Innovative Problem-Solver

• Correctly interpreting, and then exceeding, client expectations• Internal Communications & External Public Relations, Social Media, e-mail marketing campaigns

• Strategy: Decision-making via effective data analysis• Collateral: Create, edit, proofread (print, digital, audio/video media, presentations)• Creative: Great sense of design, a love for witty copy, inspiration-magnet

• Microsoft Office (Excel, Word, PowerPoint)

• Mac OS (Apple) • Windows PC• Audio/video editing software

• Image editing software (Photoshop,…) • Tableau (data visualization software) • WordPress website development • Search Engine Optimization (Google

Analytics, AdWords, AdSense, Webmaster Tools,…)

• MailChimp, Hootsuite, Sprinklr,…

• Animal welfare, education, underserved sociologically disadvantaged & minority communities, environmental sustainability

HULT INTERNATIONAL BUSINESS SCHOOL San Francisco, CAConcentration: Business Administration (Social Entrepreneurship) • “Arara da Mâta: Reversing Deforestation in Brazil’s Mata Atlântica Biome”

• Recipient: Entrepreneurial Impact Award scholarship

MERRITT COLLEGE Oakland, CAConcentration: Real Estate (Highest Honors) • 4.0 GPA, recognized as the top-ranked student in a 25-person class

• Specialties: Residential/Commercial Property Management, Real Estate Brokerage

UC SANTA CRUZ Santa Cruz, CAConcentration: American Studies • Researched the creation of the United States via the contribution of

many disparate cultural experiences (LGBT, Women, African-American, Asian-American, Mexican-American, European,…)

MBA 2015

AA 2014

BA 1999

#6WORDRÉSUMÉ

SKILLS

CHARACTERISTICS

SOFTWARE

CAUSES

MARKETING AND BUSINESS DEVELOPMENT EXECUTIVEFaragon Restoration 05/2016 - 06/2016(Short-term assignment to help build Marketing and Business Development departments) • Identified target Customer segments and developed innovative strategies to drive qualified traffic • Deployed effective Marketing campaigns and managed implementation from ideation to execution • Created engaging Marketing content to attract, educate and convert target Customer segments • Experimented with a variety of best practices in Marketing: SEO/SEM/PPC, event management, publicity, Social Media, Direct Mail and lead generation campaigns • Built strategic partnerships with key industry players, agencies and vendors • Analyzed Marketing KPIs to gain insights and measured against stated objectives • Strategic Brand Management: Developed and executed the company “voice” across multiple Marketing channels to increase Brand Equity • Metrics/database analysis with spreadsheet modelling

DIRECTOR OF MEDIA COMMUNICATIONS

Pride Of Lions Nine Arts, LLC09/1999 - 08/2014• Produced and communicated clients visions to their internal/external audiences across multiple media channels (digital, print, social media, online content, documentaries, commercials, live events,…) • Responsible for content production: writing, editing and proof-reading, keeping a consistent voice, tone and vision • Required to meet and quickly establish long-lasting/trusting relationships with clients and other key stakeholders to fulfill the client’s objectives in a timely and budget-friendly manner • Cross-departmental communication liaison between multiple key stakeholders within and across strategic business units • Managed multiple projects with tight deadlines and budgets • Designed clear, concise presentations by simplifying complex ideas/language into lay-speak • Presented strategic recommendations to key stakeholders from external client-side to internal senior management • Clients include: Google, Apple, Bank of America, Kaiser, SAP, BlackRock, Federal Reserve of San Francisco, State of California, Gap, Wells Fargo,…

M A R K E T I N G

B U S .

D E V E L O P M E N T

C O M M U N I C A T I O N S

M A R K E T I N G

Kyiakhalid Ruiz, MBA

Communications & Presentation Specialist

An Outsider’s Observations & Recommendations

Imagine the end of the WCIRB.

What circumstances could cause the WCIRB to fail?

WCIRB Making the business case for improved Customer Experience

WCIRB See one possible example in the conclusion

The WCIRB is a dated bureaucracy plagued by…

…poor external relations with media and/or clients…poor internal communications

(Is everyone on the same page?)…internal divisions (tenured employees vs. new hires)

…leading to low morale and inefficient productivity.

WCIRB Executive Summary

WCIRB The WCIRB needs a refresh

WCIRB Background

WCIRB State-mandated worker’s compensation bureau since 1915

WCIRB Background

WCIRB Wordy! Can you describe your business in 5-words-or-less?

BLAND

INSULAR

WCIRB Corporate Identity (current)

WCIRB Lack of “growth mindset” will damage WCIRB brand

WCIRB Poor Internal Communications

WCIRB Uncertainty about projects/objectives inhibits growth

WCIRB Poor Internal Communications

WCIRB Cross-Departmental partnership is integral to project success

Projects approved & developed in silos.

Appr

oval

Laun

ch

Marketing/Consumer Experience Department to develop insightful, engaging, impactful collateral with too little time or preparation.

WCIRB Internal Divisions

WCIRB Tenured employees have difficulty adjusting to new ideas

Former CEO, 20+ years

“This is the way we’ve always done things.”

Current CEO, 5+ years

“Let’s try something new.”

WCIRB Strategic Recommendations

The WCIRB can repair its image and productivity by…

…updating the Corporate Identity (logo and tagline)…improving its Customer Experience/Public Relations…improving organizational morale and teamwork…instituting internal communications tools/processes…avoiding the “Non-Profit Fallacy”

WCIRB

WCIRB Updating Corporate Identity (Logo)

WCIRB Cost: Negligible (replacing current collateral)

Current Proposed

Dated font: Bauhaus 93(What 93? 1893?)

Blocky font connotes stodgy, unchanging, monotonous,…

New font: Optima(Bold, italic)

Italicized font connotes forward-thinking, innovative, futuristic,…

An easy-enough in-house change, but hiring a professional graphic designer could yield a more clever logo with a subliminal impact. (Think arrow in .)

WCIRB Updating Corporate Identity (Tagline)

WCIRB Benefit: Powerful assertion of WCIRB identity

Current Proposed

Ambiguous: What business does this describe?

What business doesn’t it describe?

What business is the WCIRB in? The “WCIRB” business? The “insurance bureaucracy” business? Consider reframing into the “delivering transparent insurance data analysis” business.

Objective.Trusted.Integral.“Quality data you can use”

or“Objective data, trusted analysis”

or“California’s trusted insurance resource”

or…

WCIRB Improve Customer Experience

WCIRB Cost: Time to build survey, ask clients, analyze results

Know your partners/clients/media through old-fashioned consumer research surveys.

What are their needs? What are their pain-points? How can the WCIRB make their work easier?

Making their work easier improves their experience with the WCIRB.

FORMS

WCIRB Improve organizational teamwork

WCIRB Achieve buy-in from current employees

Who knows the WCIRB business better than the employees?

Find out what recommendations they’d make to improve productivity.

They have ideas already, they tell each other everyday.

Is the reason they don’t tell senior management because they know their ideas will get shot down?

Give your employees ownership in the success of the organization.

WCIRB Improve organizational morale

WCIRB Achieve buy-in from current employees

Perform employee research. Incentivize employees to maximize returns.

Gift cards, iPads are nice short-term rewards, but…

…higher stakes will lead to better suggestions.

Consider rewards for great suggestions… First Prize: 7 vacation days Second Prize: 3 vacation days

FORMS

WCIRB Improve organizational morale

WCIRB Achieve buy-in from current employees.

New CEO brings new approach (new tools, processes, softwares,…)

New approach requires new employees to implement the changes.

New employees face obstacles from tenured employees who don’t understand the need for a new approach.

(Here’s where I’d tell the story of the pot-roast. “It’s the way we’ve always done it!”)

WCIRB Improve organizational morale

WCIRB Achieve buy-in from current employees

If the current WCIRB is the caterpillar… …the organizational change is the chrysalis… …the refreshed WCIRB is the butterfly! (Everybody loves butterflies!)

(No one ever asks if the transformation from a worm with legs into a beautiful butterfly with wings was painful or uncomfortable.)

WCIRB Improve organizational teamwork

WCIRB It’s not “us vs. them”, we’re all “us”

Mix up the departments to ensure employees (new & old) are teamed with people they don’t usually work with. Let’s meet each other!

Plan off-site events designed to bring teams together.

WCIRB Upgrade communications tools & processes

WCIRB Cost: Software seat licenses

Visit http://www.chcf.org/publications/2013/07/data-viz-mental-health to dynamically interact with this dataset.

Tableau, data visualization tool.

Performs multiple regressions from a given dataset.

Creates dynamic analyses, reveals crucial insights.

WCIRB Upgrade communications tools & processes

WCIRB Cost: Open-source software (free)

Create a corporate knowledge base using open-source wiki software (shown: DocuWiki, but there are various options).

Keep everyone up-to-date on projects, progress, timelines,…

Require departments to update their work regularly.

WCIRB Upgrade communications tools & processes

WCIRB Cost: Free for basic functionality

Use best-in-class communication tools to keep teams in the loop.

Slack is the market leader, but there are several options.

Make communications fun again!

“This fallacy has cost far too many organizations too much money. It’s based on misdirected thinking that says you should make

marketing decisions based on cost, not on value, and focuses on the price tag, not the return on investment. If you buy into the fallacy of doing more with less, you may end up watching your marketing dollars slip down the drain with little to show for them in the end.”

WCIRB Avoiding the “Non-Profit Fallacy”

WCIRB Manage the WCIRB like any for-profit organization

Jay Wilkinson, The Fallacy of Nonprofits Doing More with Less

“Non-Profit” doesn’t mean an organization cannot make money, or cannot spend money.

“In economic terms, a nonprofit organization uses its surplus revenues to further achieve its purpose or mission…” (Wikipedia)

What circumstances could cause the WCIRB to fail?WCIRB Conclusion

WCIRB Making the business case for improved Customer Experience

California law has given the WCIRB a monopoly on worker’s compensation insurance data collection and analysis for 100+ years.

Consider the implications of continued poor service. Insurance companies, agents/brokers can make the case to the California legislature that the WCIRB is an inefficient bureaucracy and that the “market” can do better.

In a state world-renowned for its academic achievements in data analysis (Stanford, Berkeley, CalPoly,…) as well as its innovative and disruptive entrepreneurial challenges to existing paradigms (Silicon Valley), combined with the current distorted media perspective of the WCIRB’s failings and the insurance industry lobbyists’ influence over lawmakers, why wouldn’t California lawmakers allow for competition?