Cella senior consultant Cyndi Urbano is an in-house creative leader offering deep expertise in financial analysis and modeling, organizational design and process re-engineering. Cyndi is a 20-year marketing and communications executive with a decade of experience in managing creative teams and projects spanning print, web and interactive media. She has managed in-house departments of more than 100 creatives and has consulted for creative organizations across various industries with teams as few as 10 employees to as many as 400-plus team members.

Creative Operations Assessments and Future State Planning
Cyndi has developed a unique expertise in helping creative executives get from here to there. She assesses an organization’s “as-is” state, helps the leadership team conceptualize the “to-be” state, generates a roadmap between the two and then builds a plan for addressing the obstacles impeding the implementation of that future state. Her analysis typically pinpoints challenges and offers solutions in five key areas: organizational design, financial models, personnel management, processes, and creative technologies.

In-House Agency Modeling
As a VP for a Fortune 500® company, she transformed an internal production shop into an internal full-service agency of more than 100 creatives responsible for branding, marketing, advertising and communications strategies and vehicles. She managed a chargeback budget of $15 million and improved customer satisfaction metrics and employee retention while aggressively improving efficiencies and reducing costs to half that of external providers.

Aligning Talents with Organizational Needs
Cyndi spearheaded the reorganization and integration of an organization both operationally and financially to better align with customer requirements and leverage the diverse talents on staff. She imbued the environment with a rigorous process-oriented discipline, a sense of personal ownership and accountability, and a strong focus on professional account and project management—all without sacrificing the creative environment. Her team consistently won multiple national awards every year for design and creativity.