Summary

Senior Marketing and Business Development Executive with a stellar performance record, ready to lead another team to success. 

Work Experience

Work History
2001 - Present

CEO/Marketing Consultant

Bellacello, Inc

Miami, Florida

Founded a full-service marketing consulting agency, providing turn-key solutions to multinational companies.  Clients include:

  • Prostar, Inc. acquired TV broadcast rights of the Colombia, Ecuador, Honduras and Peru professional soccer leagues for the U.S. Hispanic market; managed marketing and business development, resulting in the opening of over 60 commercial establishments and $400K in revenues during the first year.
  • Ryder Systems, Inc.launched S. B2B direct marketing campaign targeting C-Suite and senior executives, generating 40 hard account leads representing almost $20M in potential incremental revenue.
  • Sony Latin Americalaunched pan-regional consumer campaign for the mobile electronics, Xplode, in Chile and Mexico, improving sales 4% (2,500 units), while competitors dropped 5% during the promotional period.
  • KB Soccer, Inc. (President)

Co-founder of a sports management company that operates the Key Biscayne Soccer Club, a youth organization serving the Village of Key Biscayne through broad scale programs for 850 registered children, ages U3-U17 (PeeWee, Recreational, Jr. Academy and Competitive Travel). 

  • In 6 years, manage a net neutral $600K annual business enterprise, increasing enrollment by 340% and revenues by 62%, while meeting the demands of the multicultural community.
  • Lead company strategic planning, financial reporting and overall management.
  • Liaise and meet periodically with Village of Key Biscayne Director of Parks and Recreation, Youth Athletic Advisory Board and Village Council Members for program updates and lead joint initiatives.
  • Placed first U15 player on the boys USSF National Team pool and turned the club into one of the top 3 programs in the Miami-Dade County based on club size and tournament performance.
  • FIFA World Cup 2018 South American Qualifiers – independent sales agent for the Americas.
Dec 2012 - Sep 2015

Director, Sponsorship Sales & Marketing

Traffic Sports USA

Miami, Florida

Head of the commercial sales/marketing team; led the P&L of the largest international soccer agency in the Americas, representing all CONCACAF properties, including Gold Cup and Champions League, CONMEBOL Copa America and the North American Soccer League (NASL).

  • Generated contractual commitments over $30M in sponsorship sales, increasing CONCACAF Gold Cup revenue by 52% over a 2 year sales cycle and Champions League by over 400%, reaching annual revenues in excess of $10M.
  • Implemented digital and social media sales strategies, using online tools to reach C-Level or top senior marketing decision makers and secure meetings with KOL’s.
  • Participated in the reorganization of commercial team, overseeing the business development, research and partnership marketing services for our corporate partners.
  • Directed the Gold Cup Sponsorship Workshops, post-event research reports and developed the sales tools/presentations/proposals focusing on key ROI metrics to acquire and retain sponsors.
2008 - 2012

Executive Director, UM Innovation & UM Life Science & Technology Park

University of Miami

Miami, Florida

Directed strategic business ventures, advised University inventors, and advanced commercialization of UM technologies; created the UM Innovation incubator to support the development of spin-out companies; designed and managed new websites, applying CRM/inbound marketing strategies; collaborated with community and economic development leaders and government officials; and crafted and executed the strategic plan for the park.

  • Guided the formation of 10 spinout companies and secured over $7MM in early stage funding while creating the UM Innovation incubator with 15 tenants.
  • Generated over 3,500 leads, 300 tenant prospect visits, resulted in 25 pre-leased tenants that translated into 63% pre-opening building occupancy.
  • Improved technology commercialization processes and reduced annual operating costs by $450K in 2 years.
  • Drafted and awarded a $400K South Florida Workforce grant to retrain displaced Overtown community residents.
  • South Florida Business Leader of the Year -- Business Leader Magazine – Biotechnology (2011)
2004 - 2008

Vice President, Marketing

Allegro Resorts Marketing Corporation

Miami, Florida

Managed a $12.8M budget, 15 staff members and external advertising & PR agency teams; directed strategic plan and reorganization of marketing team; and global branding & product positioning strategies for all-inclusive hotel resort portfolio in the Caribbean, Costa Rica and Mexico, using lifestyle attributes; launched Occidental Hotels & Resorts digital media platform and integrated e-Marketing strategies, including online advertising, SEO and CRM campaigns using geo-targeted multichannel marketing strategies, new website and e-Commerce platform integration, reservation/call center; managed co-op advertising; negotiated strategic alliances and applied behavior segmentation analysis and demographic profile analysis to create compelling promotional offers for travel trade and leisure travelers; developed and launched Occidental Rewards loyalty program.

  • Increased U.S. revenue 16% to $108Mand grew market share in the all-inclusive resort category by 3%.
  • Generated 40% same store revenue growth at our top 6 properties, outpacing destination growth by 95%.
  • Boosted consumer bookings by 520% and reached $8M in annual revenues; growing U.S. sales revenue share mix from 1% to 7.5%.
  • Launched Occidental Rewards program; grew to 1,500 and 40,000 B2B and B2C members in 1st
  • Collaborated with Royal Hideaway resort management team to be awarded the prestigious AAA Five Diamond Award in the North American lodging industry, the first adult luxury all-inclusive resort to achieve this award.       
2000 - 2001

Vice President, Marketing, Latin America & Caribbean Region

MasterCard International

Miami, Florida

Headed a $62M marketing budget and 25-member team, overseeing design and execution of regional marketing strategic plan, leveraging global assets with country teams, and executed acquisition, activation and retention campaigns; managed and negotiated the largest global sports sponsorships (FIFA WC Soccer, WC Qualifiers – CONMEBOL/CONCACAF, Copa America, Copa Libertadores, Major League Baseball International, Jordan Grand Prix F1 Racing, and PGA Golf Tour) and crafted the brand building platforms and media plans for award winning “Priceless” campaigns; supervised regional advertising and promotional agencies, 7 country marketing offices and local agencies, organized bi-annual creative team retreats to develop advertising campaigns and leverage sponsorship assets; served on Global Marketing Task Force and chaired regional Business Development Advisory Council, sharing best practices and knowledge transfer among global/regional/country leaders.

  • Generated 14% annual revenue growth, total annual revenue of $60B through card activation and usage, and built “in-house” ROI metric tools to increase regional market share by 4%.    
  • Delivered 35:1 ratio of media impressions valued at $760M and 5:1 ratio of sponsorship financial investment spending with B2B partners, translated into $110M in marketing funding.
  • MasterCard Global Sales Champion (2001); Festival Iberoamericano de Promociones y Eventos (2001) -- Gold Medal - Best Sports Sponsorship - MasterCard Executive Golf Tour; Gold Medal - Best Promotion (Financial Services) - MasterSummer Chile; Silver Addy - “Priceless” Campaign - Central America, Caribbean & Florida (2000); Best National Promotion (Financial Services) - Brazil (1999); MasterCard Sales Champion - Mexico Strategic Alliance Program (1997); MasterCard President’s Award - Brazil Implementation Team (1996)
  • Directed the strategic alliances and promotional campaigns: MasterSummer, MasterWinter, and Destinos MasterCard, led to double digit growth in merchant acquisition and cardholder growth in Argentina, Brazil, Chile and Mexico.
  • Launched extranet site, MasterMarketingLink for franchisee/partners, provided turnkey online direct marketing tools and campaign concepts, and saved $220K in annual production expenses.
  • Doubled agency staff from 3 to 6 while maintaining agency costs flat over 4-year period.
1998 - 1999

Vice President, Promotions & Sponsorships

MasterCard International

Miami, Florida

1997 - 1997

Senior Director, Promotions & Sponsorships

MasterCard International

Miami, Florida

1996 - 1996

Director, Advertising & Promotions

MasterCard International

Miami, Florida

1993 - 1995

Manager, Advertising & Promotions

MasterCard International

Miami, Florida

Education

Education
1997 - 1997

Executive Education - Kellogg School of Management

Northwestern University, Evanston, IL                            - 

Leading High Impact Teams

1995 - 1995

Executive Education - American Bankcard School of Management

University of Oklahoma, Norman, OK

Business of Bank Cards

1987 - 1988

M.B.A - General Management

University of Miami, Coral Gables, FL

Graduate Assistant, Department of Management

1980 - 1984

B.S. - Zoology

University of Maryland, College Park, MD

Intercollegiate Varsity Soccer (1981-83); ACC Honor Roll (1981-83); Phi Beta Kappa Biological Sciences Member