Al Romero

Strategic Planning and Consulting for Rico Developers (Chicago / Punta Cana, D.R.):Developed the strategy for a $1B luxury property / Hilton hotel project in Punta Cana. Supported a $250MM investment solicitation by guiding and developing the project business and marketing plans. Developed a media and digital strategy, including: SEO/SEM tactics; Social Networking; PURL; and experiential marketing events.

Additional Consulting Projects: Telestar-Exel TV; Café Magazine; G3 Imaging; Proexport; National Louis University; and Anixter

Directed the strategy, tactics and marketing execution for Banco Popular, a $14B entity with 145 stores. Effectively administered a budget of $18MM and lead a team of 17. Led creative services, campaigns, merchandising, database marketing, research and credit card marketing initiatives. Managed the agency and the production of all vehicles, including: publications, radio, TV, digital, out-of-home, and non-traditional elements. Provided strategic support to all business units and regional presidents.

• Played pivotal role in driving net income growth from $19MM to $103MM
• Enhanced brand awareness by 13% and up to 57% in key markets
• Successfully launched Banco’s credit card product and achieved 100% of goals
• Delivered over 900 creative projects and saved over $1MM in production costs
• Managed sponsorships with professional sports properties, including: Angels, Cubs, Mets, Astros, and Marlins
• Doubled CD balances producing over $750MM - $1B in yearly deposits
• Produced 80,000+ checking accounts annually. Generated growth of 10% per year producing over $50MM in revenues and exceeding sales / profitability goals
• Created the “Escape to Mexico” checking acquisition campaign doubling daily banker sales from .8 to 1.8 and reducing costs by 35%. Justified expansion of an $8MM program
• Led all Multicultural efforts developing customer communications in English, Spanish, Korean, Polish, and Portuguese
• Implemented a State-of-the-Art creative shop and developed sophisticated marketing tools: fulfillment store; and an online brand store
• Developed Internet web sites, micro-sites and PURL. Key cross-functional team member for the development and launch of the Internet Direct Bank
• Developed and executed exciting Integrated Marketing campaigns, such as “Banco Loves Dreams” using a guerrilla street team, promotions, digital / social web site which drove a lift of 35% in sales
• Managed research efforts, including focus groups, panels, and the JD Powers Customer Engagement initiative which helped increase the Bank’s engagement scores by 4 points
• Developed the “Service Vision Super Heroes” Social Networking site to enhance corporate communications, and create a Tipping Point for our brand, value proposition and standards
• Centralized branding efforts and drove uniformity through the implementation of standards and guidelines including web based tools to enforce consistency.
• Implemented templates and customized / personalized sales tools to enforce branding standards
• Established a strategic/creative “Think Tank” to support all business units and implemented innovation strategies and workshops to drive ideation applying various schools of thought including “Lateral Thinking” and “Systemic Thinking”

 Directed the marketing program for all Hispanic initiatives for a $10B - "Top 10" credit card issuing entity with $200MM in Net Income and 4000 employees. Led a team of four people and a budget of $8MM. Responsible for P&L of $350MM card portfolio. Led all efforts for credit card sales, customer retention and cross-sell / utilization efforts. Managed direct mail, direct response, event, telemarketing and Internet channels. Generated forecasts, established an acquisition plan, prepared marketing calendars and led product development. Recognized for building the most successful and lasting strategic partnership in the history of Metris while managing the Agent-Bank relationship with Banco Popular.

• Grew credit card portfolio from $200MM to $350MM
• Awarded the Presidential Excellence Award by the CEO
• Delivered ROA of nearly 4.0%
• Doubled portfolio in two years and surpassed account goals by over 56%
• Launched four new products successfully
• Achieved successful direct mail test results with lifts in NRR ranging from 10% to 64%
• Improved process significantly and reduced defects to nil
• Drove cost reductions of over 20%

Developed a leading tourism Internet portal in Latin America. Led sales, marketing, and product development efforts. Prepared business model and plan. Opened offices in Bogota, Buenos Aires, Sao Paulo, and Miami.

• Structured over 300 strategic partnerships with revenue sharing agreements
• Negotiated major distribution agreements with Carlson Wagonlit, Yupi.com, and El Sitio
• Built a unique and differentiated product with strong content laurelled by competitors

Led sales / business development efforts for “ZF”, the 2nd largest financial portal in Latin America. Established alliances and commercial relationships. Promoted to manage L.A. Region. Recognized by the CEO in Business Week magazine. Established sales process, trained staff and secured a beach head in Argentina, Chile, Brazil, and other countries.

Promoted to Director of Database Marketing responsible for new customer acquisition, cross-selling, & retention programs. Managed portfolio of US$240 million dollars in footings. Managed sales channels, member get member programs. As Marketing Manager managed branding and directed media with the advertising agency. Developed strategic alliances and launched co-branded campaigns and promotions.

• Improved customer net revenue for target segments by 25%
• Implemented a very successful guerrilla, referral program. Surpassed objectives by 80%
• Acknowledged in Publicidad & Mercadeo Magazine for successful Direct Mail program
• Recognized by Latin America Region for leading successful sales re-engineering efforts
• Developed an unprecedented “Win-Win-Win” alliance and guerrilla campaign with “Celumovil Cellular” generating “Buzz” and consumption of $1MM