Raśl Morales
976 McLean Ave. Suite 211.                                                                                    Resume intended to be
Yonkers, NY 10704                                                                                           printed. No hyperlinks.
Telephone: 718 881 4802

Objective: Directive position in Internet development company targeting the Latin American and Hispanic market where I can fully maximize my professional abilities, business skills and market knowledge to make a difference and to create a mutual growth relationship.


Digital International Resource Services, NY. President & partner.
Internet development company and traditional media advertising agency. Web Site design, hosting and marketing. Communications, advertising and marketing
consulting for clients targeting the US Hispanic and Latin American markets.
Responsibilities: CEO. Business and financial planning. Marketing and sales. Consolidation of strategic alliances and development of business models and profit centers for DIRS' and client's Web Sites. Internet marketing including search engine keywords development. Conceptualizing, positioning, strategy formulation and copywriting for on-line and traditional media advertising. Broadcast and print production, broadcast and interactive creative communication's concepts. Subcontracting. Media placement for clients. Hispanic, multicultural & general markets advertising.

• Creation and development of a profitable Web Ring capturing 4 paddle sports totaling over 6 million players in South America and Europe and United States.

• Design and promotion of several Web Sites. (
See URL's list)

• Created, sold, produced and placed in Univision a very successful low-budget Direct Response TV commercial targeting Central American US Hispanics.

• Created, planed, produced and placed in Hispanic radio stations a 2-year Direct Response campaign that was financing itself with the additional profits generated and resulted in a 370% growth in 2.5 years. It Positioned my client, Medrano Express as the industry leader in Washington DC, Boston and NY City metropolitan area markets.

• Devised promotional interactive model for capturing user data for Model's Mart.

• Developed a 6-step on-line marketing and promotion system for acquisition of exposure and traffic for Web Sites and Portals.

• Developed strategic alliances with manufacturers to sell their products in my sites.

• Negotiated link exchanges with other Web Sites and bartering deals.


Independent Consultant: 6/97-Present

Creative communications consultant for latin american & hispanic markets.
See list of clients and accounts)

• Hispanic Creative Director for General Motors in corporate communications campaign used in US and Latin American TV and print media.

• Latin American Market consultant with interactive agency for on-line financial client, targeting South American investors.

• Adaptation of general market consumer and physician communications to Hispanic and Latin American communications in traditional and interactive media for Merck

• Adapted general market consumer literature for financial institutions like HSBC and Prudential to Hispanic communications.

• Knowledge of LatAm and US Hispanic markets demographics, use of local portals and search engines, e-commerce developmental stage of markets, market logistics, business, language and interactive culture.

• Experienced in direct mail targeting US business owners, corporate communications, qualitative and quantitative research, test methods, consumer insights, focus groups and interpretation of results.

• Experienced negotiator and buyer for marketing services (direct mail lists, merchandising, promotions), media (broadcast, print, server capacity), creative services (art, stock photography, designers) and interactive content (NPA, Arco Iris, research) and other vendors.

• Experience and bilingual education in business, both as an individual investor and as a communicator of relevant data to consumers.

• Supervisory experience. Sales presentations. Positioning and Strategy analysis.

• Knowledge of Internet trends, up-to-date in technological advances.

• Knowledge of software and hardware requirements as well as cost factors for Internet projects.

• Marketing and sales of my services as independent consultant.


Associate Creative Director/Copywriter. Concept & design of campaigns, TV commercials, sports crawls, magazine, newspapers, and billboard ads. Copywriting radio, weekly promotions and donuts ads. Designed bilingual brochures, self-mailers and promotional displays. Wrote, adapted and translated copy for catalogues, coupons and legal. Developed product literature. Supervision & approval of print production. Concept, layouts & retouching of print. Selection and supervision of freelancers, graphic designers, illustrators. Restructured Arts & Print dept. archives. Formulated competitive creative analysis. Represented agency in focus groups. Devised network document back up system for the department.
8/92-12/94 TACO BELL CORP. Operations Mgr., Northeast Zone
Supervised opening of eleven fast food restaurants in CT, NJ & NY. Hiring, training and termination of General and Asst. Rest. Mgrs. Quality assurance. Supervision of scheduling, ordering, sales forecast, local promotions and financial data for zone.
Microcomputers Lab Technician: assisted CUNY professors with hardware and software at the lab and over the telephone. PC support. Newsletter design.
Responsible for generating new clients and servicing existing accounts with Cargo, Kidnap & Ransom, and Political Risk Insurance. Marketing and development of leads for Export Credit Insurance, International Credit Reports, Tax Savings Foreign Sales Corporation, Domestic Credit & Import Credit Insurance. Developed product literature and promotional material targeting South American and US Hispanic markets. Opened marketing opportunities through contacting foreign chambers of commerce. Recommended new ways to market products to Latin America. Improved internal procedures systems and manuals. Provided translation and interpretation services. Featured guest speaker for the Export Management Seminar sponsored by Dept. of Business & Economics of Florida Southern College.
6/89-2/90 NIELSEN MEDIA RESEARCH. Dunedin, FL.
Software testing and troubleshooting in the National Products Dept. (Home Video) Searches and interpretation of results utilizing Nielsen's data pool sample statistics. Data integrity. Validation test.
7/88-3/89 HUMAN RESOURCE INSTITUTE. St. Petersburg, FL.
Researcher. Read and analyzed current business literature on productivity and office and factory automation to identify trends and develop management strategy options. Results of my work were published in the 1988 issue of the Environmental Scan; a publication for Fortune 500 clients.
Bronxnet TV Production, NY
Field Video Producer training; Film and Drama Direction class.
2/97-5/97 School of Visual Arts,
Copywriting courses.
4/94-8/94 School of Cinematography Arts and Sciences of N.Y. Advertising Dept.
Creative advertising training.
9/87-6/89 Eckerd College, St. Petersburg, FL.
                                                                                  Bachelor of Arts.
GPA: 3.42 /4.0

Major: International Marketing.                              Minor: Management.
- National Dean's List.
- Had several works selected by the Foundations Office and published in the 1989 Writing Competency Portfolio, to be used as reference for the student body.



Argentine Catholic University, Buenos Aires, Argentina.

Business Administration/Accounting/CPA. Completed four out of a six-year program equivalent to an MBA.


& Honors:
• Winner of 3 advertising awards given by panel of independent judges for the ACW 1999 creative advertising contest and recipient of a '99 Flame award.

• Created TV & print Hispanic corporate campaign for General Motors, including a TV:30" spot aired countrywide during half-time 1998 World Cup Soccer Final.

• Created a bilingual DM package that won the "Judge's Excellence Award" by the USPS National Postal Forum for a for the USPS account.

• Wrote English copy for a general market TV:30" Budweiser commercial with Oscar de La Hoya that aired during half time of Super Bowl XXX.

• Responsible for the Hispanic market introduction of MTA's Metrocard. A uniquely successful radio advertising campaign utilizing humor in Spanish.

• Translated and made editorial comments for a US Postal Service 137-page bilingual book on how to increase sales, targeting U.S. Hispanic business owners.

• Project Hispanic Creative Director for Washington based HJK&A advertising agency. I was responsible for the US Dept. of the Treasury Direct Deposit Hispanic campaign which included TV, radio, print and also introduced celebrity Rita Moreno as the new spokesperson.

• Freelanced as creative director and Internet consultant.

• Purchased rights, produced, designed package and distributed music CD’s.

• Public speaker, lecturer, TV producer, Internet content developer.





• Bilingual and bicultural: fluent oral and written Spanish/English. Translator

• Knowledge of US Hispanic & Latin American Markets. Entrepreneurial skills.

• Business vision for sizing opportunities. Focus in achieving direct objectives while keeping in mind the "big picture" and the impact in the bottom line.

• Skills for planning, coordination and production of complex projects involving many different sides and stages, for example a TV production.

Computer literate: Internet Web Page Design.

• Created and developed a profitable business models on the World Wide Web.

• Participated in a creative think-tank to develop creative concepts that would apply cross-culturally in corporate communications worldwide.

• A zest for innovative thinking, and creative ways to achieve goals.

Relevant Travel: Argentina, Brazil, Caribbean, Chile, Italy, Spain, Uruguay and Venezuela.

List of Relevant Web Sites Developed









www.forexport.com (DIRS' site)
www.especial.com/raulmorales (professional site w/ real audio & video)
www.models-mart.com (capturing of user data function)
www.susan-ciminelli.com (under construction, will feature e-commerce)
www.especial.com/solaris (features real audio)
www.forexport.com/lalejania (for presentations only, not functional)


www.lamega.com (hard copies of concepts and creative available)



Recent Webs
Adapted to
Hispanic Markets
www.propecia.com (hard copies available)


No hay mejor momento que ahora para los buenos negocios.