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  • Business administration and business unit management
  • Strategic planning and P&L management
  • Business plans, cash flows, FYF forecasts
  • Business model and presentations
  • Business reviews
  • Budget management and line item cost controls
  • Operations and process
  • Hiring and talent management
  • Systemic problem resolution
  • Corporate communications


Strategic and Integrated Marketer

  • Development of Marketing Plans; Marketing Calendars; S.W.O.T. Analysis
  • Management of the Advertising Agency & Maximization of Relationship (Bravo Group / Y&R / McCann Erickson)
  • Execution of Media Planning & Buying (Multi-Million US$ Advertisement Buys)
  • Media Production: TV; Radio, Print, Digital, OOH, Non Traditional
  • Direction of State-of-the-Art In-house Creative Services - Full Service Agency
  • Brand Management: Brand Centralization; Brand Identity/Essence; Brand Energy; Awareness & Top of Mind; Brand Asset Valuator / Perceptual Maps
  • Brand Development: Service Vision; Value Proposition; Standards & Norms; Company Alignment; Customer Engagement; Corporate Training & Communications
  • Integrated Marketing: Message and Imagery consistency across all touch points, vehicles, and collateral
  • Market Research & Analytics: Customer Satisfaction; JD Powers Engagement Survey; Focus Groups; Online Panels; Town Hall Meetings;  Personal Interviews, Mall Intercepts
  • Database Marketing (Trained by Arthur Hughes & Peter Wang): RFM Strategies; LTV - Life Time Value; Loyalty Programs; Predictive Modeling; SPSS / ACCESS Analytical & Codification Tools; Acquisition / Cross-Sell / Retention Programs; On-boarding
  • Portfolio Management: Pricing; Enhanced Services; Activation Programs; Product Utilization Incentives
  • Sales & Consumer Promotional Campaigns; VAR Programs; Co-branded Initiatives
  • Guerrilla Marketing and Non-Traditional Initiatives: 3rd party Sales Force & Ambassador Teams; Referral Programs
  • Sports Partnership Management and Property Activation Initiatives: Chicago Cubs; Chicago Bears Radio Florida Marlins; California Angels; Houston Astros; Houston Dynamo; NY Mets; L.A. Marathon; Chicago Half-Marathon 
  • Multicultural Marketing: US Hispanics; African American; and various ethnicities including - Polish, Portuguese, Korean
  • Direct Marketing: Multi-Million US$ Mail Campaigns; Direct Response TV; ADVO
  • E-Marketing/Digital: Co-branded Pages; Content Development; Web Sites; Micro Sites; Landing Pages; Banner Advertisement; SEO/SEM; PURL Platforms; Email, Interactive Initiatives and Social Networking
  • Product Development and Product Launches
  • Fixtures & Merchandising: Multi-Million US$ facilities programs and ATM Surround projects








KELLOGG – MBA / Bilingual – Spanish 100% / Integrated & Multicultural Marketing / “Top Performer”

A successful strategic marketer, sales manager and business manager with an impressive track record as a “Driver of Growth” consistently meeting or exceeding goals and revenue expectations. Delivered increased market share, enhanced brand awareness, and developed revenue improvements through strategic marketing initiatives and effective brand management. As a “Visionary and Executor”, challenged paradigms and created innovative value added solutions. Developed very successful traditional media, direct, guerrilla and viral marketing initiatives. A consistent “Top Performer” recognized as a passionate and courageous, “Brave Heart” leader who develops highly productive, winning teams.



 Business Development Leader

  • Business Development: Prepared market strategy for Colombia & Latin America developing strategic alliances and creative programs, executing sales presentations; conferences; and establishing commercial relationships with B2B and B2C prospects in various sectors
  • Recruiting, hiring, or training and leadership of sales force / commercial areas in Argentina, Brazil, Chile, Colombia, Mexico, and the U.S. Recently consulted on the establishment of a global sales force for Rico Developers
  • Trained Sales Force on various initiatives and launches including the "Connecting with Customers & Colleagues" initiative for enhanced commercial relationships
  • Created programs for Branch Network and specialty B2B Sales force of up to 1,050 members. Managed Specialty Sales Force Units. Created "Hunter" proactive sales programs for Citibank 
  • Structure of Sales Process, development and establishment of objectives, incentives, measures, "Pipeline" Reports, "Sales Tools" and Materials, Telemarketing scripts, and objection handling
  • Participated and led re-engineering teams for Latin America, evaluating the sales process, identifying disconnects and implementing solutions.
  • Implementation and execution of various successful sales initiatives or tools including: Contact Management; CRM; Marketing Data Mart; Customized and personalized "Sales Templates"; Materials; Fulfillment Platforms; and PURL initiatives to enhance the effectiveness of the B2B Sales Force
  • Support of Tradeshow initiatives and Trade publications - design, materials, support, set-up, and execution
  • Development of successful Internal Sales Campaigns generating incremental lift and increased productivity
  • Development of B2B Micro Sites to enhance sales & distribution 

















Work experience

Apr 2008Present


Rico Developers

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

Jan 2003Mar 2008

Head of Marketing

Banco Popular North America (NASDAQ - BPOP)

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”
Jan 2001Dec 2002

Sr. Director

Metris Companies (Purchased by HSBC)

 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%
Nov 1999Dec 2000

CEO / General Manager / Founder


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,, and El Sitio
  • Built a unique and differentiated product with strong content laurelled by competitors
Mar 1999Oct 1999

LATAM Regional Manager / Country Manager Colombia (Acquired by Citibank)

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.

Aug 1994Mar 1999

Vice President (A)


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