SUMMARY
Marketing, sales and business development professional with proven success in building strategies to increase corporate revenue, profit and market performance. Highly skilled in product, account and P&L management. Experience in client relationship management and business transformation. Knowledge in Latin American markets. Fluent in Spanish, English; conversational Portuguese.
Areas of expertise:
Strategic marketing, sales leadership, product management, international marketing, brand management, P&L management, business development, revenue generation, market expansion, account management, new product development, go-to-market plans, product lifecycle management, channel management, competitive analysis, business case development, pricing, positioning, advertising, growth strategies, budget management, negotiation, relationship building.
PROFESSIONAL EXPERIENCE
WORLD PARTY – ILUMINACIONES ITALICAS 2007 – Present
Party supplies wholesaler. Disney Consumer Products Licensee.
DIRECTOR, INTERNATIONAL SALES
Develop and execute international sales plan. Provide analytical support to new business development opportunities, international expansion and growth strategies. Manage international accounts, build and strengthen partnership with key customers.
* Grew international sales by 50% in 2 years by pursuing new business development and geographic expansion via strategic business alliances.
* Manage 14 international key accounts in Latin America. Maintain current knowledge of marketplace and ensure relationship with customers and business partners are positive and professional.
* Develop new products strategies, including sales, pricing, packaging, and advertising; including a new line of low priced products.
* Manage P&L statement for the region.
DIB - Multinational home textile company with operations in Latin America. 2004 – 2007
VICE PRESIDENT, MARKETING AND STRATEGY
Defined and executed strategic marketing, sales and business development plans for Latin America. Directed all marketing and sales activities across channels and segments in Peru, determined new product lines. Managed key accounts. Searched and negotiated with international suppliers. Extensive budget and people management.
* Developed product marketing and sales strategies, including messaging, positioning, packaging, pricing and advertising. Monitored and anticipated industry and market trends to influence product development.
* Led sales team to successfully penetrate accounts and drive revenue goals. Assisted in all aspects of sales process including market penetration, channel strategy as well as direct sales strategy and execution.
* Developed and executed a 5-year-strategic plan, which redefined the product mix, reduced inventory costs and simplified structures. The plan turned around company’s declining performance and drove profits and business forward improving sales by 19% and increasing profits by 12% in 2 years.
* Defined and standardized new pricing and credit policies. Established mark-up ranges for each product category and type of client; determined credit limits and payment terms. Improved operational efficiencies through consistent practices and reduced receivables by 20%.
* Successfully negotiated and managed contracts and license agreements with Disney Consumer Products for selling various home goods. Increased company’s sales by 5%.
* Built and developed solid relationships with suppliers, partners and retailers across the globe. Attended and conducted negotiations in international trade shows.
* Launched an exclusive store as a new sales channel for a unique product mix. Successfully developed and implemented entire business plan.
TELEFONICA – Fourth world largest, Fortune Global 500 Spanish Telecommunications Company. 2000 - 2002
DIRECTOR, MARKETING AND STRATEGY
Oversaw strategic marketing and business planning for a $240 million Public Telephone Business Unit. Directed all marketing activities in B2C and B2B environments. Successfully managed and executed a $10 million advertising and sales budget. Responsible for new product development, go-to-market plans, and sales and distribution management for leading telephone calling cards in more than 36,000 POS. Managed a team of 30 sales and marketing executives and the Customer Service department.
* Developed and executed extensive regional and nation-wide multi-channel Marketing Plans, including TV, radio, web and print. In 2 years grew sales by 400% translating to an increase in monthly revenue from $800,000 to $4,000,000.
* Led new product development from conception through launch. Increased company’s sales and presence in the marketplace and filled an existing void in mass-market. Launched a number of key products including virtual phone cards, rechargeable phone cards, single-destination phone cards and Super Plus 147.
* Increased points of sale by 40% (36,000 POS) and reduced operational costs by restructuring distribution process for calling cards market and by re-negotiating and re-assigning channels and territories to existing and new distributors. Led contract negotiation with distributors and monitored contract compliance.
* Directed marketing and business strategic plans. Increased product usage and maintained company leadership in the industry.
* Managed multi-channel strategy and sales structure to meet revenue goals.
CREDIT BANK OF PERU- Largest Peruvian Bank with more than 210 subsidiaries worldwide. 1997 – 2000
FINANCIAL CONSULTANT
Negotiated, evaluated and provided middle and long-term loans and financial leasing exceeding $1 million to corporations. Full cycle expertise from finding prospects, evaluating risk, projects, and strategies; to structuring, negotiating, and presenting results to the Credit Committee for approval. Provided financial and strategic consulting to clients.
* Developed marketing strategies to increase product awareness and prospecting.
* Negotiated, evaluated and provided more than $50,000,000 in middle and long-term loans and financial leasings exceeding $1,000,000 to corporations for 3 regional Bank branches. Exceeded department goals for 1997 and 1998 by 40% and 10% respectively.
* Provided management consulting in restructuring, cost reductions and strategy.
* Customized the existing forecast model for 3 industries: Mining, Fishing and Oil.
PREVIOUS POSITIONS
* Vegsa (1994 – 1996) Financial and Administrative Manager - Managed all financial and administrative functions for 16 oil and construction sites.
* Mercasur (1991 -1993) Marketing and Sales Assistant - Participated in all marketing and selling activities in business-to-business and business-to-retailer environments.
EDUCATION
HARVARD UNIVERSITY, BOSTON, MA. 2003 - 2004
Certificate of Special Studies in Administration and Management.
ESAN UNIVERSITY – GRADUATE SCHOOL OF BUSINESS, PERU. 1996 - 1997
MBA, Marketing and Strategy. Ranked 6 out of 120 students in class.
NATIONAL UNIVERSITY OF CORDOBA, ARGENTINA. 1989 – 1993
Bachelors in Economics. Graduated with honors. |
