Bayardo Hernandez

Bayardo Hernandez

Areas of Expertise

Media Buying

Cable, Radio, out of home and online


Rich media, digital PR, campaign management, EyeBlaster, PointRoll, Atlas

Brand Activation & Media Partnerships

Co-branded campaigns with movie studios and amusement parks. Digital, Multimedia News Releases, POS Marketing, co-branding, private brand management, grass roots

Consumer Packaged Goods

Trade Marketing Funds Management, Category Management tactics, Key Accounts, Hispanic Independents, experiential marketing

Multicultural Marketing

Bilingual, Bicultural, Marketing to Hispanics at all levels of acculturation, lilfestyle marketing


Experienced Marketing professional with over 10 years of diverse experience developing and implementing strategic marketing plans to achieve corporate objectives for products and services. Experience includes Campaign Management, Multicultural Marketing, Retail Marketing, Brand Management. Industry experience includes Consumer Packaged Goods, Healthcare, Entertainment and Media.  Through out my career, I have managed multi-million marketing budgets and worked for companies such as Nestle, Eurostar, Los Angeles Media Group and impre. My cross industry expertise has allowed me to work in diverse projects that span companies such as, T-Mobile, McDonalds, HBO Latino and Toyota. I am fully bilingual and bicultural with business experience in Mexico and Central/South America.


Multicultural Marketing, Foreign Languages, Sports Marketing

Professional Association Membership

  • National Society of Hispanic MBAs (NSHMBA)
  • National Association for Multi-Ethnicity in Communication (NAMIC)
  • Public Relations Society of America (PRSA)

Work History

Work History
May 2011 - Present

Marketing Manager

Vallarta Supermarkets

Lead and execute integrated retail and trade marketing programs consistent with our corporate strategy.

Manage all aspects of Marketing, trade/field marketing initiatives including; specialty retail marketing programs, POS and retail brand presentation/activation, trade shows, events and media. Create co-branded campaigns with movie studios, amusement parks and other media parters

Jul 2008 - Apr 2011

National Digital Marketing

PR Newswire

Develop sponsored promotional programs supporting digital content for products and services.

Execute global strategy for Digital PR/Advertising campaigns for McDonalds, Nestle and HBO Latino.

Track and report ROI for impressions, click-thru rate, cost per clicks & video downloads. • Use DoubleClick DART and Atlas to track campaigns. • Build and maintain relationships with niche and mainstream online partners. (online portals, music sites &

  social networks)

Jan 2007 - Jul 2008

Director of Retail Marketing


Developed co-branded campaigns with Universal Studios, Warner Bros. Music, Disneyland and LA Zoo

• POP Marketing. Developed annual marketing plans for Nike, Adidas, Puma and private brands. • Managed trade marketing budget (Marketing Development Funds)

Launched loyalty program. Increased sales of high-end footwear and private brands

Managed 9 employees including graphic designers, street team, PR Coordinator and merchandisers

Feb 2006 - Jan 2007

Emerging Markets Sales Supervisor


Managed trade marketing budgets for grocery stores, sales and key competitive activity in Hispanic category.

Managed Hispanic Independent chains, headquarters, distributors and food brokers in territory.

Apply budget to specific category management tactics to 100 SKUs, including milk, soups, confections and


Managed 6 sales reps and 10 merchandisers and $23 Million territory

Aug 2005 - Jan 2006

Regional Manager

American Heart Association

Responsible for marketing and revenue initiatives of Regional Emergency Cardiovascular Care product line: CPR training kits (AED, BLS, ACLS)• Achieved $723,000 in revenue (110% of goal) and executed National training campaign for region

Jan 2005 - Aug 2005

Marketing Consultant (7 month assignment)

Coldwell Banker / NRT LLC

Provided strategic input for Hispanic-marketing-campaigns for recruiting and sales• Managed ad agency relationship. • Created sales collateral print, online and outdoor

Sep 2004 - Dec 2004

MBA Marketing Intern

Warner Bros. - Domestic Distribution

Managed Warner Bros Domestic Distribution digital library. • Organized and provided strategic input for the update of marketing collateral for WBTV shows, films, press

  kits and licensed products.

Created sales presentations for TNT, Telemundo, Univision, HBO, Oxygen Network.

Jul 2001 - Sep 2004

Marketing Account Executive

Reviewed Spanish-language radio and TV spots and outdoor campaigns. • Managed inaugural marketing campaign for Gold Line Metro (budget $350,000). • Marketed government incentives and smug reduction programs to corporate accounts in Los Angeles

Jan 1996 - Jan 2001

National Account Executive

Developed and maintained Agency on-line revenue goal of $1.7 Million for Tribune on-line properties.• Territory included New York, Texas and Europe

Jan 1994 - Jan 1996

National Account Executive (La Opinion)

Developed and maintained National Agency revenue in territory

Automotive, Real Estate, Retail & Entertainment


2004 - Present


University of Oxford


Pepperdine University, The George L. Graziadio School of Business and Management

Bachelor of Science

California State University