INTERNATIONAL MARKETING, BRANDING, PRODUCT MANAGEMENT, SALES & BUSINESS DEVELOPMENT
International business professional with ten years' experience in trade, brand, product and interactive marketing, and business development in consumer goods, home furnishings, wholesale distribution and imports, publishing and printing, financial services, and management consulting industries. Key strengths in strategic planning and integrated consumer and B2B marketing with multi-national Fortune 500 and small and start-up companies in U.S.A. and Latin America. Visionary, with strong work ethic. Computer proficient. Bilingual: English & Spanish. M.B.A. U.S. Citizen.
CONFIDENTIAL, Fort Lauderdale, FL
Director, Marketing Strategy & Services
2006 - Present
Leading provider of interactive marketing and online advertising services to Fortune 500 companies in the U.S. Hispanic and Latin American markets.
PRINTOPS, Fort Lauderdale, FL
2001 - 2006
Marketing Manager
Established subsidiary of one of the largest publishing and commercial printing companies in Latin America with $42 million of annual revenues from inception through successful operation. Company provides custom magazine publishing, production, printing and distribution. Developed business plan and strategy, and executed sales and marketing strategy. Responsible for the $1.2 million revenue growth in the U.S. Hispanic market.
* Achieved 42% revenue growth. Designed and executed integrated sales and marketing strategy, including market research, business development, channel marketing and distribution, telemarketing, and e-commerce strategies.
* Developed trade and consumer advertising, collateral sales material, and training programs. Developed direct marketing and print advertising campaigns.
* Built and maintained profitable customer relationships with publishing companies, advertising agencies, corporations, print brokers, graphic designers, and local government.
NEXGENIX, Orlando/Fort Lauderdale, FL
1999 - 2001
Branding Strategist - Relationship Marketing Services
$34 MM per year provider of vertically-focused solutions for established Fortune 1000 companies and emerging e-Businesses in the financial services, high-tech, media and entertainment, and retail industries.
* As internal management consultant developed on-line/off-line marketing strategies to brand products for B2B and B2C clients including Del Monte, Citibank, Pepsi Co., CBS Sportsline, Delta, Concur Technologies, Medscape, and GNeil.
* Developed market analyses, sales approach strategies and research for clients in retail, financial, education, healthcare, product distribution and software industries.
* Researched Best Practices on Branding methodologies. Co-developed e-Brand valuation methodology and framework for equity measurement and growth. Built U.S. Hispanic online market research practice.
CARRIER CORPORATION - UNITED TECHNOLOGIES CORP., Colombia
1998 - 1999
Brand Manager - Andean Region
Managed marketing operations within four countries in the Andean Region (Colombia, Peru, Ecuador, Venezuela.) Carrier is the world’s largest manufacturer and distributor of heating, ventilating and air conditioning (HVAC) systems, and a global leader in the commercial refrigeration and food service equipment industry. Developed profitable new-customer relationships with dealers and regional retail chains.
* Achieved 20% revenue growth from $15 million to $18 million for residential and commercial HVAC product lines in over one year.
* Managed creation and execution of all branding and marketing efforts for leading brand Carrier.
* Conducted consumer and market research, launched two new brands, diversified retail channels, and developed media strategies for consumer and business-to-business clients.
BRITISH AMERICAN TOBACCO - REYNOLDS AMERICAN INC., Costa Rica
1997
Associate Brand Manager
Three-month M.B.A. internship at BAT’s $70 MM strategic regional unit operation within six countries in Central America (Panama, Costa Rica, Nicaragua, Honduras, El Salvador, Guatemala.) Collaborated in creating strategic plans with senior management team, and branded product to gain share in declining market. British American Tobacco is the world’s most international tobacco group and the largest tobacco group with around 55% of the market across Latin America.
* Conducted brand portfolio analysis. Assisted in marketing strategy for two leading regional brands (Delta and Free), including sales and distribution strategies.
UCP BACKUS - SAB MILLER BREWING, Peru
1993 - 1997
Trade Marketing Manager (1996 – 1997)
Peru's largest brewer with $305 million of annual revenue and 83% share of market. Responsible for revenues of $5.7 million. Key contributor to brands strategy-development effort. Coordinated regional product-launch and supervised national promotion.
* Achieved revenue growth of 26% and increased brand awareness by 18% in main competitor’s natural market.
* Supervised merger of brewery’s distribution with new partner. Increased horizontal distribution by 20% and reduced annual expense budget by 15%.
Trade Marketing Coordinator (1993 – 1996)
Responsible for revenues of $1.2 million. Provided strategic and tactical sales support for three distributors. Managed sales force performance and assisted in development of marketing programs from start-to-finish.
* Major contributor as team member to increase sales revenue by 12%.
* Achieved savings of nearly 20% of budget. Prepared area’s annual sales and marketing plan, managed company’s financial resources and negotiated exclusivity contracts with key clients.
MEMBERSHIP AFFILIATIONS
Member - NSHMBA (National Society of Hispanic M.B.A.’s)
Member - Net Impact (International network of M.B.A. professionals committed to socially responsible business)
Promoter of INCAE Alumni Global Network in Latin America, North America, Europe, Asia, and Australia
EDUCATION
M.B.A. - INCAE, Costa Rica (Harvard Business School Latin America Sponsor Program) – 1998
Areas of Concentration: Marketing & Strategic Planning
Ranked #1 business school in Latin America and among top-ten international business schools in the world
B.A. in Economics, University of Lima, Lima, Peru – 1995
Strategic Planning, Marketing Strategy, Sales, New Business Development, Brand Strategy Development, Primary and Secondary Research, Pricing Strategy, Project Management, Product Management, Trade Marketing, Channel Management, Distribution, Direct Mailing, Catalog, CRM, Consulting, Advertising, Print Media, Market Intelligence, Strategic Alliances, Partnerships, Vendors, Dealers, Retailers, Distributors, Business Process Improvement, P&L Responsibility, Performance Optimization, Budgeting & Finance, Corporate Administration, Organizational Leadership, Profitability Improvement, Multi-Site Operations, Joint Ventures & Alliances, Consensus Building & Teaming, Coaching, Decision-Making, Best Practices & Benchmarking, Hispanic, Multicultural, Latin America. |
