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Summary

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

20092010

Sr. Marketing Manager

Microsoft

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

20072008

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

20062007

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

20052006

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%

20042004

Associate Brand Manager

P&G

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

20022003

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%

20012002

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

20002001

Commercial Manager

McKelin

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

19992000

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%

Education

20032005

MBA

UNC - Chapel Hill
19951999

BA

Instituto Tecnologico y de Estudio Superior de Monterrey (ITESM)

Portfolio

Skills

Spanish language
Verbal, oral, and written.
English language
Verbal, oral, and written.