Marketing professional with a proven track record of growing sales and market share. Strengths in Multicultural Marketing, Marketing Communications and Advertising, Marketing & Sales Team Leadership, Direct Marketing, Data-Mining, Market Segmentation, Copy Writing, Retail Merchandising, Business Strategy Development, and Presentations. |
SENIOR MARKETING EXECUTIVE with MULTICULTURAL MARKETING EXPERTISE
Multi-disciplined professional with extensive experience and progressive accomplishments with a leading Fortune 10 corporation in multiple and varied marketing and sales management capacities for several divisions and locations. Represented employers in numerous speaking engagements at promotional events across the country.
A creative, dynamic self-starter, and proven director level leader with transferable skills and significant strengths in Multicultural Marketing and Advertising, Consumer Brand Building, Emerging Media, Direct Marketing, Information Technology/Data Mining, Business Management, Relationship Skills, Sales & Marketing Team Leadership, Business Strategy Plan Development and Execution, and Public Speaking & Presentations.
PROFESSIONAL EXPERIENCE
AMERICAN FAMILY INSURANCE 2009 - Present
MULTICULTURAL MARKETING STRATEGIST (Madison, WI)
Develop and execute a targeted Hispanic and African American marketing strategy. This includes defining the right clusters within each ethnic marketing segment that will offer the best opportunity for growth in brand awareness, brand opinion, and purchase consideration. Also develop consumer engagement programs and lead generation opportunities.
ECHELON MARKETING – A division of IXI Corporation 2007 – 2008
Vice President, Account Services – Denver, CO
Launched the automotive vertical for this marketing solutions company. Provided household-level market segmentation solutions to marketers at the national, regional and local levels – enabling them to boost the performance of their direct marketing, and owner retention programs.
* Provided data-driven information that improved clients’ ability to understand, target, and communicate with their general market and Hispanic customers and prospects.
* Collaborated with clients to design general market and Hispanic marketing communication strategies and growth objectives.
* Offered solutions that would deliver agreed-upon revenue objectives through improved response rates to marketing initiatives – including Ford Customer Service’s Owner Advantage loyalty program.
FORD MOTOR COMPANY 1986 – 2007
Brand Marketing Manager – Lincoln Mercury (LM), Dearborn, MI 2005 – 2007
Transformed the advertising and marketing efforts in multicultural markets. Successful execution of two fully integrated marketing campaigns resulted in increased brand awareness, consumer purchase intentions, retail sales, and retail market share. Also managed the cost efficient use of the $460 million fixed marketing budget.
* Directed media shift and grass roots campaigns resulting in improved marketing metrics performance in the African-American, and Hispanic markets greater than metrics performance in general market.
* Delivered compelling white paper presentation on value of changing multicultural marketing strategy and reaffirmation of company commitment to these segments – earned an additional $8 million to be used for multicultural marketing efforts.
* Pioneered development of widely lauded Mercury Milan VOGA for Hispanic events that sparked the launch of a Limited Edition vehicle line that is anticipated to generate annual revenues of $6 Million.
* Partnered with DUB Magazine to develop a personalized Lincoln Navigator L that was used at African-American experiential events for Lincoln, and DUB events nationwide.
* Demonstrated expertise in disciplined financial planning, uncovered $23 million and reallocated it to erase a $5 million debt and finance advertising campaigns for two new products.
Large Car Marketing Plans Manager – LM 2004 – 2005
Led strategic development of packaging and pricing for Lincoln Town Car, Mercury Grand Marquis, Mercury Montego, and Mercury Milan – directed all consumer marketing activities for the same vehicles.
* Directed negotiations with finance analysts and created a packaging and pricing strategy that helped earned top customer ratings for the market entry of the “all new” Mercury Montego.
Franchising Manager West – LM 2003 – 2004
Led market representation, franchising and business development activities in the Western half of the United States for Lincoln Mercury.
* Strengthened the profitability and diversity of 320 standalone dealerships through business development and planning acumen, identified potential retailer candidates and performed extensive due diligence, such as, financial business case analysis and legal compliance.
* Guided 17 replacement actions, appointing new dealership franchisees.
* Appointed 12 minority dealers to improve commitment to ethnic consumer bases.
* Coordinated representation strategies with Ford, Mazda, Volvo and Aston Martin/Jaguar/Land Rover.
* Led the enrollment and development of seven “Gallery Facility” redesign/renovations.
Regional Manager – Ford Customer Service Division, Denver, CO 2000 – 2003
Led a field marketing and sales team focused on improving automotive retailers’ fixed operations, retail parts sales, and customer satisfaction efforts to increase company and retailer profitability.
* Transformed performance and morale of a 23-person marketing and sales force, forging from last place to #1 ranking within 11 months, and maintained #2 ranking the following year.
* Masterminded creation of a hugely successful regional dealer contest for the best retail service merchandising display that was subsequently implemented nationwide.
* Improved retail repair order business by $40 million to #3 ranking nationwide, achieved 112% of obj.
* Generated an increase in retail parts sales over 20%, from $58 million to $70 million, and surpassed the revenue production of three larger regions.
* Outperformed national averages in sales and customer/employee satisfaction ratings.
* Produced impressive sales growth and customer experience improvements in the Denver region which averaged 6.7% unemployment and sales declines in several industry segments.
Ford Marketing, Sales & Service Field Office, Los Angeles, CA 1991– 2000
Held several progressively more responsible supervisory positions including consulting with dealerships to improve their marketing and sales efforts, and customer relationships.
* Led regional marketing efforts to launch the “all new” Lincoln Mark VIII.
* Created widely lauded vehicle displays for Los Angeles and San Francisco auto shows.
* Directed team to a #1 ranking nationally in Ford branded accessories sales of $4.5 million.
* Trained company and dealership personnel in identifying and correcting performance deficiencies, enhancing dealership performance, and earning greater consumer ratings.
Ford Marketing, Sales & Service Field Office, Pittsburgh, PA 1986 – 1991
* Conceived a parts training program that educated 120 dealers and led to dramatic improvements in operational efficiency and customer satisfaction, and was adopted as a model for National training.
EDUCATION
B.S. Business Administration 1990
California State University, Long Beach – Long Beach, CA
RECOGNITION & CITIZENSHIP
• Miller-Heiman Strategic Selling Skills – Certificate of Completion
• Ford Marketing, Sales & Service (MS&S) Bold Leadership Recognition Award - Two-time Recipient
• Ford Hispanic Networking Group - Member
• National Hispanic Business Association Leadership Conference - Recruiter
• New Mexico State University - Ford Lead Recruiter
• Ford MS&S Leadership Conferences - Interviewer and Assessor
• United Way Online Auction - Procurement Committee Member
• Christmas In April - Volunteer
• CSULB Hispanic Students Business Association – President |
