EXPERIENCE & ACHIEVEMENTS
Fortune 500 Financial Services Company, Englewood, CO
(Money Transfer, Bill Payments, Prepaid, Business Solutions)
Vice President, Integrated Marketing & Planning 2010 2012
Drove the transformation of the portfolio of brands and products (Western Union, Vigo, Orlandi Valuta brands - $1.8BN in revenue) for North America. Drove collaboration with CMO office and Global Regions for increased consistency/synergy/effectiveness. Led direct team of general market and multi-cultural marketers (GM/AA/Hispanic/Asian) and team of cross-functional marketers to strengthen brand equity and drive customer growth.
" Delivered customer and revenue growth through a series of innovative marketing programs, for North America and Globally, by integrating online marketing, mobile, broadcast, external communications, direct-to-consumer, and corporate social responsibility. Led and engaged cross-functional and cross-regional teams to deliver an average incremental impact of 6-10 p.p. vs. plans.
" Transformed strategic and marketing planning by leading the effective prioritization and integration of product and marketing plans across independent lines of business (Money Transfer, Bill Payments, and Prepaid). Improved lead times from 3 to 9 months, which enabled the sales organization to more effectively secure customer buy-in and co-investment.
" Launched a re-designed walk-in payments service and delivered 14p.p. improvement in brand and product familiarity and a 23p.p. increase in intent to use among key prospect segments.
" Secured a return ratio of 3 to 1 in advertising media as part of the negotiation and introduction of a successful co-branded prepaid card with NBC-Telemundo.
" Led in depth understanding of market drivers and campaign impact by partnering cross-functionally with finance, product management, other marketing functions, consumer analytics, external communications, and our network of agencies.
" Designed a new network of Agencies with unique expertise (creative development, online, multicultural, broadcast, events, public relations) to bring campaigns to life and securing +15% savings in non-working dollars. Instituted a performance-based compensation structure across agencies.
Director Integrated Marketing, U.S. Hispanic Segment & Mexico 2009 - 2010
Accelerated growth by redefining the strategy and go-to-market approach.
" Formulated and implemented a new marketing strategy to strengthen the Western Union brand and expand its customer base into the Hispanic mainstream. New programs included the effective use of online marketing, retail, sports marketing, public relations, and sponsorships.
" Generated a series of Pan Regional programs across North America, resulting in significant share gains and exceeded the revenue plan by +25%.
" Honored with the 2009 Hispanic Public Relations Association Campaign of the Year Award for the successful use of marketing communications and public relations in building brand image and driving business results.
" Created successful partnerships across an increasingly complex matrix-based organization, including the product management team, CMO office, and other business Regions.
Director, Product & Marketing U.S. Money Transfer-Mexico Brand Portfolio. 2008 - 2009
Produced record share gains and exceeded revenue and profit targets despite a challenging environment with Western Union, Vigo, and Orlandi Valuta brands.
" Formulated the brand portfolio strategy and created the programs to effectively leverage the differentiated value propositions of each brand and the complementary strengths of their respective distribution networks and sales organizations.
" Generated brand portfolio growth ahead of total market by +3 p.p. largely driven by the WU brand, the most profitable.
" Developed and implemented the most successful marketing program to date to capitalize on the key season of Mothers Day. Each brand individually set an all-time volume record period, surpassing volume and revenue estimates by +7 p.p. and significantly outperforming the market.
Director of Product & Marketing U.S. Money Transfer to Mexico & L.A. 2004 - 2008
Accelerated transaction and revenue growth and strengthened brand equity for Western Union brand.
" Produced revenue growth of 21% for key country corridors as a result of building a stronger brand franchise, particularly in the U.S. to Mexico and Central America regions. Launched very successful product and price repositioning, introduced the Next Day service, and rolled out added value features.
" Increased brand awareness and use, and ownership of key category attributes through insightful and effective multicultural advertising and marketing campaigns in the top U.S. markets. Increased efficiency through more Pan- Hispanic marketing efforts, while ensuring relevance of product offer and marketing communication for individual country-corridors.
Formulated strategy and executed the revitalization plan for the WU Mexico business to recover from the overall market deceleration resulting from macro conditions arising in Q2 06.
" Introduced a new value proposition (fee/fx), created new advertising, and influenced key in-country distribution plans, effectively revitalizing the WU brand and exceeding market growth during four consecutive quarters.
" Defined and secured approval for turnaround plan for U.S. to Central America business, including price and distribution actions in the region.
Created and nurtured partnerships with key in-country management and Master Agents. Developed and mentored the U.S. and in-country marketing teams.
" Increased investments in the U.S. by 55% ($5 million) from 2004 to 2008 by consistently engaging critical in-country stakeholders and Master Agents and negotiating their endorsement and funding.
" Recruited, trained, and promoted talent currently in key marketing positions in WUs U.S. and in-country teams.
Director of Product & Marketing U.S. Money Transfer to Central America & Caribbean. 2002 - 2004
Fueled growth of money transfer business among key Hispanic, Jamaican, Guyanese, Trinidadian, Haitian, and other Caribbean Diasporas in the U.S.
" Achieved consistency in brand and business-building efforts across the Americas region through the development and launch of the first multi-ethnic, pan regional, advertising campaign for application in several media, targeting not only the Latin American & Caribbean Diasporas, but also their beneficiaries in-country.
Marketing Manager U.S. Money Transfer Central America & Hispanic Caribbean. 2000 - 2002
" Developed and implemented the marketing strategy and programs to grow the money transfer business to the Central American and Hispanic Caribbean regions (38% of total US to Latin America business).
" Created the first Pan Regional advertising campaign across the Latin American region.
" Worked with key Western Union Agents in Central America and Hispanic Caribbean to increase brand and benefit awareness among money transfer users in-country. Programs included pan regional promotions to increase seasonal business.
PROCTER & GAMBLE (Latin America Region)
Senior Associate Brand Manager Detergents 1999 2000
Expanded the liquid detergent segment by 25% and achieved volume and value share leadership in only 2 months.
" Designed the strategy and led the work of the Fabric and Home Care New Initiatives Launch Team. This plan reported +2.0% additional share points for the category in Nov/Dec. 99, traceable to an innovative portfolio approach at supermarkets.
" Exceeded objectives with Ariel Hidroactivo as a result of a diffusion strategy with key opinion leaders and a strong consumer promotion at supermarkets. Bold gained 7% share in 8 months as a result of a very successful consumer event that fueled trial and built brand equity.
Assistant Brand Manager - Detergent Ace 1997 1999
Led the research work for concept, copy strategy, and volume potential validation for the Ace launch and successfully led the regional product supply team to ensure timely manufacturing capability.
Designed and deployed the strongest-ever marketing plan behind any introduction of P&G in Colombia.
" Developed and secured approval to a totally new-to-P&G advertising campaign.
" Formulated innovative approach to massive house-to-house sampling with a trial-generating consumer challenge.
" Partnered with the sales team to implement a distinctive and effective approach to generating significant and early distribution at neighborhood stores (40% of the category business).
" Business results were in line with expectations (6% market share in Yr. 1), despite fierce competitive activity.
Assistant Brand Manager - New Venture in the Paper Sector. 1996 1997
Authored pricing strategy adopted in Latin America to increase brand profitability while minimizing a potential volume loss. Led consumer and market qualification phases for the launch of Pampers. Recommended the most compelling positioning, copy strategy, pricing, introductory plans, and volume forecast for the brand.
MEALS DE COLOMBIA S.A. - Multinational in Consumer Packaged Goods 1993 1994
Product Manager Crem Helado
Increased sales by 18% with existing products and launched two new products to generate 20% additional sales.
" Launched one line extension and redesigned existing products based on primary market research and analysis of three product categories. Designed and implemented successful seasonal promotional activities.
MBA, The George Washington University, Washington, D.C. Emphasis on Marketing.
Awarded Graduate Research Fellowship.
B. Business Administration, Universidad de Los Andes. Bogotá, Colombia.
The Economics Institute, Boulder, Colorado
" Three CEO Annual Global Award for Business Excellence (Revenue Growth)
" Four CEO Annual Global Award for Excellence in Building the Brand
" 2012 Association of National Advertisers - Grand Prize Multicultural Excellence Award
" 2012 Billboard Music Marketing Award
" 2009 Hispanic Public Relations Association Campaign of the Year Award
" Twelve Quarterly North America Awards for Performance Excellence
" Board Member, Red Cross Mile High Regional Chapter. 2012-2015
" Strategy Advisor, Estrategia Hispana. Experiential Marketing Agency. Current.