​​​​Luiz G. Duarte​

A&E Networks. Director Marketing Analytics

Feb 2022 - Oct 2023 (New York, NY), global entertainment programmer

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• Deployed CTV and FAST promo performance DOMO dashboards using Adobe and WURL data

• Developed cross-platform marketing ROI measurement reports that helped detect inefficiencies worth over $100M

• Evaluated alternative media currency methodologies by VideoAmp, iSpot, and others

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Cense Group. President

 Jul 2016 - Present (Orlando, FL), insights consulting group

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• Kantar/TechEdge management of software deployment across the continent, including activation and training

• Univision automated audience reporting system to deploy PowerPoint presentations straight from Nielsen

• AMC Latam preparation for carriage negotiations

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See Cense Group Web site. www.censegroup.net

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University of Central Florida. Adjunct Professor

Sept 2017 - Present (Orlando, FL), #64 in Top Public Schools in the country in 2024

 

Responsible for teaching various disciplines

 

DIRECTV Latin America

Mar 2008 - Aug 2018 (New York, NY), largest satellite TV distributor in the world

 

Director Audience Analytics

2013 - 2018

 

• Implementation of online automation systems to control Ad Sales process from proposal to airing and invoicing.

  • Conducted a competitive analysis of multiple systems and negotiated a multi-million dollar contract with Imagine Communications

• Establishing new partnerships for the integration of demographics and buyergraphics data with DTV Ratings service.

 

Director Corporate Research & Intelligence

2010 - 2013

 

• Developed central research and intelligence functions, managing a team of 25 and about US$8 million annual budget

• Executed segmentation, branding, and conjoint studies to reposition DTV marketing strategies

• Established new market share measurement and advertising share of voice services in LatAm

 

Sr. Marketing Manager

2008 - 2010

 

• Developed pioneer single-source panel for audience ratings and online demographics, launching it as an independent syndicated service and saving over US$5 million/yr. for company

 

Fairfield University. Associate Professor

Sep 2010 - May 2016 (Fairfield, CT), #124 in National Universities (2024)

 

Responsible for teaching the discipline Media and Society (CO130)

 

TiVo. Sr. Mgr - Research Scientist

Apr 2006 - Mar 2008 (Alviso, CA), developer of digital video recording technology and timeshifted ratings

 

• Designed DVR audience ratings reports and managed an interdisciplinary team of engineers, ad sales, and researchers deploying the first national second-by-second ratings service in the U.S.

• Recruited vendors and implemented three online research panels with over 25K panelists

• Executed segmentation, branding, and messaging studies to reposition TiVo marketing strategies

 

University of Phoenix. Instructor

Aug 2005 - Jan 2006 (Fort Lauderdale, FL)

 

Certified Professor of Management/Communication. Fort Lauderdale campus.

 

Starmark International. VP Market Intelligence

Jun 2004 - May 2006 (Fort Lauderdale, FL), luxury market advertising & consulting agency

 

• Developed a proprietary research program to generate promotional messages, track campaign performance, and introduce primary and secondary research to guide promotional developments

• Responsible for tracking the performance of agency activities and campaign performances

• Executed secondary research to support campaign planning and development

• Executed primary research to measure campaign impact on client’s business

• Developed primary research projects for Health Insurance companies Vista, Humana

 

EPTIC Magazine. Editorial Council Member

Jun 2004 - Jun 2005

EPTIC - Revista de Economia das Tecnologias de Informação e Comunicação. Board of Editors. Quarterly magazine published by Federal University of Sergipe, Brazil.

 

Sony Pictures Television International - LatAm Ad Sales.

Director of Marketing & Research

May 2003 - Jun 2004 (Miami Beach, FL), studio division focused on Latam markets

 

• Organized production of all promotional materials for various networks, pricing of ad packages and distribution to sales offices throughout Latin America, streamlining concept-to-market timing and connecting sales reps to the main office

• Developed consistent, branded promotional materials that uniquely positioned sales offers

• Generated new research materials to support sales efforts across the region, enhancing product profiles

• Created and produced the WAZUP newsletter to highlight channel news to advertisers, including research summaries generated by staff of researchers

• Conceived TELESCOOP updateable interactive DVD presentation to collect videos and other types of materials in one multi-language package

• Implemented new ratings reports that changed the way ad agencies review cable network rankings

• Introduced DTH ratings to the market in partnership with DIRECTV Latin America

• Represented Sony Group in the Latin American Multichannel Advertising Council (LAMAC)

 

WGBH Educational Foundation

Director Market Research & Intelligence

Mar 2002 - May 2003 (Boston, MA), largest and oldest public TV media producer in the U.S.

 

• Relaunched the Marketing Research functions, hiring and training new staffers, besides expanding support to include TV, Radio, and Internet Development, Production, Scheduling, Sales, Fundraising, and Customer Satisfaction. Added Competitive Intelligence functions to the department

• Enhanced use of Intranet to distribute reports and promote cross-silos communication

• Developed top-level reports combining performance benchmarks from various operations, which help guide senior management decision-making

• Performed a variety of studies for internal and external clients, quickly duplicating the department’s profitability. These studies yielded market planning projects greatly praised within the corporation

• Initiated a new training series to capacitate all employees on using research data for profitability

• Developed and wrote the PubTV newsletter for public television stations across the country, evaluating ratings performances each week.

 

Telefutura Broadcasting Network. Research Manager

Aug 2001 - Mar 2002 (Miami, FL), the last broadcast network launched in the U.S.

 

 

• Responsible for launching research functions for the new national broadcast network

• Interfaced with Nielsen Hispanic Services to acquire NHTI and NHSI, including software installation, configuration, and training, as well as troubleshooting

• Hired and trained staff, developed standard operating procedures for coordination of various departments in program scheduling, designed periodical reports and computerized distribution system

• Interfaced with all local stations to coordinate scheduling practices and establish new computerized procedures that immediately reduced line-up discrepancies throughout the country

 

DIRECTV Latin America

May 1996 - Aug 2001 

Achievements Overview

• Co-managed multiple research agencies with over a dozen qualitative and quantitative ongoing projects and a $3 million budget for 2001

• Prepared research and intelligence reports with pay television insights to guide top management decision-making. Analysis on PPV, NFL, and Segmentation set to save millions of dollars this year

• Strategic participant in decision-making to add programming and configure promotional campaigns

• Developed a strategy to implement a viewer ratings system across the continent, including MRC accreditation. Conceptual creator of a unique Nielsen-like system slated to offer DBS a commercial edge over cable

• Coordinated implementation of geographical positioning of client database and point of service in Brazil and Puerto Rico, using MapInfo/ArcView software

• Developed customized CATI application and integration to SPSS; co-managed multi-language in-house call center; generated data analysis and PowerPoint/PageMaker reports on results

• Evaluated strategies for integrated database marketing and data mining in Brazil & and Mexico

• Contracted and implemented Competitive Intelligence software for collaboration across the entire region

• Hired, recruited, and trained 30+ staffers to implement plans linking customer service and quality control around the clock across five broadcast centers

 

Manager Market Research & Planning

Mar 2000 to Aug 2001 (Fort Lauderdale, FL)

 

Responsible for designing both qualitative and quantitative primary market research (customer satisfaction, brand value, churn analyses, etc.), contracting research agencies, supervising field data collection, generating statistical data with SPSS, and preparing graphical presentations of data with recommendations to upper management.

 

Manager Network Operations           

Apr 1999 to Mar 2000 (Fort Lauderdale, FL)

 

Responsible for all quality control operations in Latin America. Liaison between headquarters’ upper management and local operations in each country, including program implementation, electronic guide text review, satellite transponder management, etc.

 

Senior Supervisor Network Operations

Dec 1997 to Mar 1999 (Fort Lauderdale, FL)

 

Responsible for managing a crew of quality control supervisors in Florida, as well as an entire monitoring center in Argentina. Took the initiative to create standard operating procedures, design and manage several inter-departmental databases, and write reports to management on network performance across many Latin American countries. Have organized training sessions for company-wide audience, and participated in Marketing/Programming campaign developments.

 

Supervisor Network Operations

May 1996 to Dec 1997 (Long Beach, CA)

Responsible for supporting the construction of a satellite monitoring center, training and supervising a crew of quality control technicians, organizing schedules for 24-hour year-round operation, creating standard operating procedures, designing and managing consumer complaint database, and writing reports to management on network performance across many Latin American countries.

 

Michigan State University / Symposium Organizer

Mar 1996 (East Lansing, MI)

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Co-organizer of Impact of Telecommunication Act Symposium

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Michigan State University / Telecommunication Dept. Instructor

Sept 1993 - May 1996 (East Lansing, MI)

 
Taught International Telecommunications (TC 477) discipline at Undergraduate Level for Telecommunication Dept. Also worked as Teaching Assistant for the Media & Society discipline (TC 100) for various professors.​
 

CAPES - Education Ministry/Brazil. Doctoral Scholar

Sep 1993 - Jul 1997 (East Lansing, MI)

 

WSYM-TV Fox 47. Marketing and Sales Trainee

Jun 1993 - Sep 1993 (Lansing, MI)

 

Created promotional flyers, on-air program descriptions, and advertisers and cable database; assisted production of on-air sales campaigns.

 

Horizon Cablevision of Mid-Michigan. Market Researcher

Jun 1992 (Lansing, MI)

 

Analyzed wide-area market survey to determine churn rate reasons
 

MSU Latin American & Caribbean Center. Graduate Assistant

Oct 1990 - Jun 1992 (East Lansing, MI)

 

Responsible for coordinating seminar-based course
 

MSU Romance & Classical Languages Dept. Teaching Assistant - Portuguese

Jan 1991 - Aug 1991 (East Lansing, MI)

 

Responsible for teaching entry-level Portuguese idiom at B.A. level
 

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Abril Publications - Superinteressante Science Magazine. Reporter

Apr 1989 - Aug 1990 (São Paulo, SP - Brazil)

 

Interviewed scientists, wrote and edited technology articles
 

Sage Productions. Assistant Producer

Nov 1988 - Jan 1989 (São Paulo, SP - Brazil)

 

Coordination of external S-VHS shootings and operation of U-Matic equipment
 

Estação Ciência - Education Ministry/CNPq. Public Relations

Sep 1988 (São Paulo, SP - Brazil)

Public Relations for the I Scientific Image International Show
 

Loctite Brazil. Press Relations and Marketing

Mar 1988 - Aug 1988 (São Paulo, SP - Brazil)

 
Planned and implemented company channels of communication with staff and community, including videos, bulletins, house organ, Latin America customer lists, and promotional releases
 

Abril Publications - Placar Sports Magazine. Freelance Reporter

Nov 1987 - Mar 1988 (São Paulo, SP - Brazil)

 

University of São Paulo - School of Communication. Radio Studio Assistant

Aug 1987 - Dec 1987 (São Paulo, SP - Brazil)

 

Ogilvy & Mather Advertising. Executive Program Trainee

Aug 1987 (São Paulo, SP - Brazil)

 

C&L Domus Advertising. Ad Writer

Jun 1987 - Mar 1988 (São Paulo, SP - Brazil)

 

IR Communications. PR Account Executive

May 1986 - May 1987 (São Paulo, SP - Brazil)

 
Contact for Alcan Brazil, Semeraro Metalurgy, Listel Telephone Directories, and Paulista Tree Replacers. Responsible for the creation of mailing lists and press releases
 

University of São Paulo - School of Communication. Computer Laboratory Coordinator

Mar 1986 - Jun 1986 (São Paulo, SP - Brazil)

 

United States Brazilian School Service. PR Account Executive

Sep 1986 (São Paulo, SP - Brazil)

 

Folha de S. Paulo newspaper. Daily Media Researcher

Dec 1986 - Jan 1987 (São Paulo, SP - Brazil)

 

Folha de S. Paulo newspaper. State Elections Reporter

Nov 1986 (São Paulo, SP - Brazil)

 

Bandeirantes TV network. Municipal Elections Reporter

Nov 1985 (São Paulo, SP - Brazil)

 

Collucci Advertising. Account Executive Trainee

Aug 1985 (São Paulo, SP - Brazil)

 

Bansen & Associates. Public Relations Trainee

Jan 1984 (São Paulo, SP - Brazil)