Daniel Kracer

Daniel Kracer


Accomplished marketing executive with 5+years CPG and Technology brand marketing and project management experience. Solid track record of exceeding goals within Fortune 500 companies, such as: P&G, Hershey, Colgate Palmolive, and Microsoft. MBA from top-tier program, UNC-Chapel Hill, bilingual (Spanish/English).

Work experience

Work experience
2009 - 2010

Sr. Marketing Manager


Responsible for driving internal marketing campaigns and Win 7 employee word of mouth, evangelizing Windows 7 Professional edition, and re-launching Windows Anytime Upgrade; includes identifying consumer target, messaging, and landing brand value proposition with partners & channels ($16B business).

  • Awarded “Windows 7 All Star Award” for employee word of mouth campaign within 6 months of entry and nominated for “Bridge Builder” award for successful cross-functional program execution

  • Led end-to-end employee Windows 7 Home Use Program, driving word of mouth via 96K employees, impacting 400K consumers

  • Launched and managed Win 7 House Parties, increasing 100K consumers brand advocacy by 90%

  • Drove Win 7 “Know it, Use it, Show it” campaign, converting 40% of MS employees to evangelists

  • Re-launched “Windows Anytime Upgrade” with $25M baseline sales and increasing sales forecast by 100% in year 2, with goal to convert this into a sustaining revenue platform

  • Go-to-person for MARCOM team to help craft messaging and evangelize Windows 7 Professional

  • Worked with cross-functional teams to develop Windows 7 Pro value proposition and training courses to educate 36K+ partner and channel RSPs how to identifying consumer target and up sale

  • Developed Dell and HP external partner consumer call centers campaign to up sale consumers to Windows 7 Pro, including training material and RSP incentives to achieve 10x ROI

2007 - 2008

Sr. Associate Brand Manager

Colgate Palmolive

Responsible for Kids Manual Toothbrush (TB) including market share, merchandising, P&L, portfolio management, promotions, licensed and non-licensed Kids TB launches, packaging improvements.

  • Created and led development of Kids TB seasonal platform with $7M+ in projected sales in year one

  • Launched two Kids TB, managing project, trade communication, sampling and in-store activation with estimated $10M+ annual sales

  • Crafted with Global MKT team the Kids TB license/non-licensed 2-4 year pipeline, building a sustaining platform to grow brand portfolio and drive category growth

  • Developed strategy to stop 3% Kids TB share decline via 5C, 4P, SWOT, and portfolio analysis

  • Managed with Category Teams Kids TB secondary placement within Wal*Mart toy aisle and CVS baby aisle to drive 10-15% incremental share

  • Crafted US Hispanic Kids TB go to market plan, securing the resources to reach Kids TB leadership

2006 - 2007

Acting Brand Manager

The Hershey Company

Responsible for managing US Hispanic market including advertising, packaging, print, integrated marketing promotions, concept testing and qualitative/quantitative market research ($450M business).

  • Led concept and execution of a $6M Ice Breakers (IB) celebrity endorsed advertising campaign, resulting in a 300+ share index vs. general market, driving 40% overall growth for the IB brand

  • Managed Kissables US Hispanic campaign, resulting in 230+ share index vs. general market

  • Expanded distribution of Mexican brand (Lorena), exceeding forecasted increase from 36% to 52%

  • Launched Hispanic integrated programs, promotions, and customer initiated events with 20x ROI

  • Managed P&L, budget, ran IRI drills, factory sales analysis, bridge building, and portfolio rationalization and also developed and gave customer presentations for Kit Kat and US Hispanic

2005 - 2006

Associate Brand Manager

The Hershey Company

Responsible for championing from ideation to execution the launch of 6 new Kit Kat SKUs, managing the Kit Kat portfolio everyday, seasonal, and in & out strategy. In addition to margin enhancing projects and product formulation improvements ($320M business).

  • Launched Kit Kat Caramel with $9M in FDMx sales

  • Developed from ideation to implementation 5 Limited editions, with approximately +$8M in sales

  • Drove seasonal Kit Kat brain storming session, with sales expectations of $5M-10M in 2007

  • Coordinated package improvements to entire Kit Kat line, improving margin by 10%

2004 - 2004

Associate Brand Manager


Responsible for Crest re-launch in Puerto Rico (growing $Shr from 7.0 to 33.0) and pursue Crest US Hispanic initiatives (39.0 $Shr)

  • Developed/implemented marketing research and strategy, pricing principles, retail promotions such as sampling, demos and POP, product line-up, media plan, trade strategy, SWOT analysis, loyalty programs, and 04/05 budget for the launch of the Crest Brand in Puerto Rico

  • Led US Hispanic Spin Brush/Rinse analysis, assessing opportunity, adoption rate, SWOT, P&L

2002 - 2003

Project Manager

Consultores Profesionales ABRA

Responsible for 3 construction projects, supervising team of 20 ($50M USD Business)

  • Managed construction P&L, budget, and contractor agreements, lowering cost by 3%

  • Managed inventory and procurement department, reducing consumption rate by 15%

  • Implemented IT system and managed cultural transition, increasing corporate efficiency 60%

2001 - 2002

Promotional Manager

Consultores Profesionales ABRA

Responsible for promoting new construction site via guerilla and buzz MKT and sponsorship events

  • Executed competitive analysis, defined product line up and implemented a promotional campaign with key partnerships, resulting in $1.2M USD revenue

2000 - 2001

Commercial Manager


Responsible for Sales & Marketing department launch for manufacturing & promotional PC Co. Managed team of 10 people ($15M business)

  • Participated in 54 national expos increasing revenue by 45% and customer base by 35%

  • Applied direct mail & internet campaign, promoting awareness; increased revenue by 15%

  • Expanded distributor network with trade support driving 20% sales lift

1999 - 2000

Administrative Coordinator

Telas & Telas

Responsible for leading logistics and financial projects for 3rd largest home furniture textile retailer

  • Restructured import logistics, reducing 52% delivery time cycle and inventory turn by 4X

  • Analyzed and redesigned accounts receivable, reducing unclaimed accounts by 20%


2003 - 2005


UNC - Chapel Hill
1995 - 1999


Instituto Tecnologico y de Estudio Superior de Monterrey (ITESM)



Spanish language

Verbal, oral, and written.

English language

Verbal, oral, and written.