Meet the Team
Our veteran advisors and consultants at REFRAME: come from widely vary backgrounds and specialty areas. Together we carry a strategic tool chest for answering client questions and provide a roadmap for Total Market Enterprise™ Transformation.
Jeffrey L. Bowman
Chairman and CEO
Author of the highly acclaimed “The Cross-Cultural Report” and the “Brand Cross-Cultural Index,” two firsts for the industry, Bowman has become advertising’s most recognized pioneering thought leader and practitioner on the Total Market approach. This new industry category challenges the antiquated approach to marketing and advertising developed in the 1950s and taps into all the new and emerging consumer segments that are currently transforming the world’s population.
Bowman’s book “REFRAME The Brand: The Total Market Approach to Reaching the New Majority” serves as the first industry guide for businesses eager to take advantage of the New Majority opportunity using the Total Market approach. The guide highlights ways brands and business are able to systematize the Total Market Enterprise™ process and shares best practices required for teaching organizations, marketers, and education leaders how to connect with and profit from the New Majority.
A true strategist and pioneer, Bowman is known for change management and marketing effectiveness work with global brands British Petroleum (BP), British Airways, Coca-Cola, Campbell’s, GAP, IKEA, Kimberly-Clark, S.C. Johnson, Mass Mutual, MetLife, PepsiCo, Unilever, United Airlines, Verizon, and Wyndham, among others. His pioneering work in reframing the marketplace has been covered in The New York Times, Advertising Age, and The Economist.
Senior Advisor – Content Strategy
Marysol Castro has spent the last two decades challenging the tv news status quo as a journalist. She has worked at News 12 The Bronx, WPIX-TV, Good Morning America and The Early Show. She is now an independent, reformed journalist dabbling in print and broadcast media. She graduated from Wesleyan University and the Columbia University Graduate School of Journalism.
Why I Chose To Join The Total Market Movement:An interruption of the status quo is not only necessary; it will help me sleep better at night. I want to know my sons will one day enter a marketplace that is evolved and inclusive.
Senior Advisor – Analytics and Effectiveness
With over five years of experience in marketing analytics and a PhD in Economics Shagufta Gupta’s repertoire consists of a wide range of research and analytics projects for diverse clients and categories. She began her marketing analytics career with Dunnhumby in London where she was responsible for analytics using customer transaction data from Tesco- UK’s largest supermarket chain. During her term at Dunnhumby she worked for various clients including Tesco, Shell UK, Shell Global, Barclaycard and multiple CPGs. She learned the ropes at the world’s pioneering agency in customer science.
Thereafter, Shagufta moved to OgilvyOne Worldwide in New York where she worked in an analytical capacity with cross functional teams on multiple Fortune 500 clients. She was part of a team that worked on a relatively new initiative called brand drivers research which involved advanced survey research and delivered outstanding results under very tight deadlines and high pressure. She actively participated in projects with OgilvyCULTURE which was the cross cultural marketing practice at Ogilvy. Shagufta partnered with strategy in developing relationship marketing and lead the development and execution of a global measurement framework for these campaigns across geographies for a leading logistics client. Her work style led to increased collaboration between strategy, analytics and, account teams and raised the overall performance and turn around times. Her experience in analytics extends to the field of web and media analytics as well as complex econometric analysis.
With her background in Economics, she lead & managed the economic and socio-economic research work stream of a Global thought leadership project on ‘middle class and marketing in emerging markets’. The project was sponsored and helmed by the CEO and involved working directly with him and top Ogilvy leadership across the globe.
Shagufta recently joined REFRAME: and has been pivotal in Hispanic market sizing conducted for Wyndham Worldwide for all its three groups. As an Indian living in America Shagufta considers herself and her future generations as a part of the new majority. According to her “what better way to influence how we are communicated to than by being a part of the total market movement. I believe we can define the rules of engagement with ourselves through the pioneering work that Reframe is aspiring to do.”
Shagufta has experience living in three different countries across three continents. Her experiences across the world have given her an appreciation for different cultures and a respect for diversity. Shagufta has a Phd in Economics from Indian Institute of Technology Delhi, India and research experience at London School of Economics where she was on the Commonwealth scholarship sponsored by the government of UK.
Why I Chose To Join The Total Market Movement:Relevant and profitable entertainment assets like Fast and Furious and Scandal speak to a true shift in today's market and exactly what consumers are driving revenue. The Total Market approach affords CMOs the ability to make those decisions strategically yielding the results stakeholders are seeking.
Advisor - Brand Engagement
Salpi Mekhjian is a communications professional with over 15 years of experience in the areas of marketing and communications, content and messaging strategy, writing, editing, employee engagement, production, project management and event planning. She joined Ogilvy & Mather in 2005 from Edith Roman Associates, an integrated direct marketing agency, where she held a marketing position creating and overseeing email marketing campaigns, writing marketing-driven copy for messaging and public relations.
In her 10 years at Ogilvy & Mather, Salpi rose through the New Business ranks in a creative position supporting and leading C-Suite executives to deliver winning pitches. She oversaw the Production function in the Business Development Group and coordinated 30+ new business pitches yearly securing new clients such as UnitedHealthcare, Wachovia, Stolichnaya, Citizens Bank, Gap, IKEA and UPS for the agency.
As Marketing & Communications Manager at Ogilvy, Salpi directed, planned, and managed all internal communications activities for Ogilvy & Mather North America and New York. She was responsible for managing communications across print and electronic media ensuring key, strategic messages were communicated effectively, creatively and consistently to both external and internal audiences.
Salpi recently joined REFRAME: to make an impact on brand engagement, event planning and business development.
Salpi was born and raised in New Jersey and went to school at Boston University majoring in English.
Why I Chose To Join The Total Market Movement:I joined the Total Market Movement to make an impact, simplify the approach and to help brands and businesses transform the way they communicate with today’s ever-changing consumer landscape.
Strategic Human Resources Leader
Solange Collins is a strategic Human Resources leader in the marketing and advertising industry known for organization change management. She has a proven ability to partner with business units to promote a company’s goals and strategies and able to adapt her approach based on business needs and employee culture. She has more than 15 years of human resources experience and has worked in a variety of industries including retail, wholesale, non-profit and communications.Solange has held senior human resources positions supporting a tech start-up, creative agencies and most recently, she served as the SVP HR Director for Hill Holliday/ Erwin Penland. At EP she managed talent acquisition, employee relations, diversity and inclusion initiatives and operations. Solange is passionate about coaching employees at all levels and takes pride in mentoring college students interested in advertising /marketing careers.Curious and creative by nature Solange loves nature walks, mastering difficult dance classes at various studios around the city and being a great aunt to her two nieces.
Why I Chose To Join The Total Market Movement:Total Market is Now..... Period.
Advisor – Strategy
Erik Zambrano is a former Ogilvy strategic consultant with over 5 years of experience in sales, marketing, and branding. At Ogilvy, Erik worked with Jeffrey to develop cross-cultural strategies, which included market segmentation, persona development, sizing and creative brand territory development. As a member of Team IBM at Ogilvy, Erik advised client leads on go-to market strategies and communication plans for IBM's IT services, cloud and hardware divisions. Other past clients include Medtronic, Samsung and Cablevision.
Erik is also a trusted advisor to NYC startups and has worked with founders to help them capitalize on the platform business model through mobile application technology. He enjoys pairing cultural data with creativity to develop brand solutions and campaigns for clients that break through the cluttered media landscape and positively impact their business.
Why I Chose To Join The Total Market Movement:I joined the Total Market Movement to help companies address the shift toward the New Majority that's already taking place in the marketplace and workplace.