Patricio A. Sanchez

**** ****** ******, #*** * Woodland Hills, California 91367 Ú Telephone: 818-***-**** Ú Mobile: 805-***-****

Email: acp5q1@r.postjobfree.com Ú Linkedin: www.linkedin.com/pub/patricio-sanchez/46/528/96a/

Director of Corporate Marketing, Branding and Communications

BA (Communications), Bilingual (English & Spanish) and Multicultural, with more than 20 years of highly successful marketing, advertising, branding and public relations experience in the USA and Latin America by building unified performance-based teams that consistently converted organizational communication/marketing and branding intent into action for organizations such as: Citibank/Banamex USA.

Most recently, serving as SVP - Corporate Marketing & Communications for Banamex USA in Los Angeles, California, with responsibility for recruiting and managing 7 direct/65 matrix and indirect reports in the US and Latin America that increased the physical presence of the Banamex USA brand through the opening of 13 branches in California, Texas and Arizona, and 10 local branches in the Los Angeles Metropolitan area that increased in 3 years new customers from 35,000 to 87,590 with a concurrent increase in sales from $2.3 million to more than $9.1 million over a 12-year period.

Areas of Expertise

Brand Awareness & Client Loyalty

Multiple Project & Vendor Management

Competitive Product Pricing & Marketing

Research & Market Analysis

New Business Lead Generation

Managing Internal/External Communications

U.S. Hispanic & Latin America Marketing Strategies

Public Relations & Community Reinvestment Campaigns

Career Highlights

Conducted in-depth market analysis and products specifically designed to open new U.S. Hispanic and selected Latin American markets for credit card products and services that generated an increase in cardholder activations of 19% in 3 years.

Entrusted by senior management with the growth of network payment locations in Mexico and Central America from 1,236 locations to 9,659 locations in 7 years. PR and Media relations. Consequently, increased net income of business to $39.9+ million, from 2004 to 2011 through direct promotional/advertising and branding strategies and ongoing training programs.

Co-creator and co-author of the ROI concept for Advertising: Relevance Originality and Impact at DDB Needham Worldwide. Additionally, created and implemented alternative non-traditional media for Volkswagen, General Motors, Banamex, Herbalife and TEFAL, Televisa, El Pais, La Prensa, Goodyear.

Played a key role in the opening of 12 children's centers/hospitals in Mexico from 2002 to 2011 and for the first center/hospital in the US (San Antonio, Texas) from 2012 to 2014 by securing grants and promoting donations through Teleton Mexico and Teleton USA.

What Others Say

"On the Marketing side of his work, Patricio always found the way to do a lot even with much reduced budgets. His expertise and knowledge on different ways to effectively communicate with Banamex USA`s target market and the specific products, always gave Banamex USA an edge over our competitors. Patricio has an excellent reputation in the marketing business in Mexico and Latin America, he has the ability to open doors with potential clients due to his high level connections. Patricio is very intelligent and has a sharp sense of humor, this makes working with him a real pleasure."

...Mario Carranza, EVP Credit Officer & Control at Citibank Banamex USA

Key Areas of Competency

Corporate Communications US Hispanic/ LATAM

Managing Companies Reputation and Branding

Risk Prevention Policies & Compliance

Collateral, merchandising and POS promotional materials

Reputation Crisis & Risk Management

Marketing Startup-Turnaround Situations

Recruiting Executive Personnel

Developing Cohesive Business Communication Strategies

Multi-Million Dollar Budget Management

Amending Marketing Plans According to Economic Conditions

Campaign Development and Results Analysis

Deep-Rooted Involvement in Communities through CRA Programs

Patricio A. Sanchez Page Two

Professional Experience & Accomplishments

Banamex USA Ú Los Angeles, California Ú 2000 to 2014

(A bank that provides full banking services for companies and individuals that do business in Mexico and the United States.

As part of Citigroup, Banamex USA is the U.S. banking arm of Banco Nacional de Mexico (Banamex), Mexico's premier bank)

Senior VP - Head of Corporate Marketing & Communications (2005-2014); Senior VP - Marketing Director (2000-2005) – Scope of duties consist of directing all internal/external communications and marketing strategies, brand and product positioning, advertising, promotions and direct response campaigns addressed to the Hispanic market segment in the U.S. as well as different market niches in Mexico and Latin America. Recruiting of Executive Personnel.

Leveraged strengths in cost-effective marketing management and vendor negotiations that ended each year with an average of 15% under budget, without compromising business growth goals.

Generated a direct marketing campaign that produced a response rate of between 8% and 10%, which was 4+ times the industry average.

Realized a $2+ million, 1-year sales gain that included securing 25+ new customers despite a severe market downturn by developing and launching innovative sales and ongoing marketing programs that surpassed sales objective by 23%.

Created new brand identity and associated communications initiatives that achieved in 1 year a 30%+ increase in market/customers recognition and revenue. Subsequently, integrated new brand throughout all associate and consumer touch-points.

Grupo Ferrer Ú Mexico City, Mexico Ú 1994 to 2000

(GF consist of five specialized communication and marketing services companies, covering key

disciplines of marketing communications, media strategy/management, creative design, technology and operations)

Chief Operating Officer – Primary duties focused on building strategic alliances with other communication companies that resulted in a consistent growth for the 5 companies of the group through media alliances. Additionally, defined strategy and business plans for new business clients, and accounts for the advertising agency.

Expanded client base 38% in 3 years by consistently delivering goal-surpassing marketing results and ensuring complete client satisfaction. Recruited and trained personnel for different areas of service, creative and media.

Prior 1993 Professional Experience

Siboney FCB Advertising Ú Los Angeles, California Ú VP, General Manager Ú 1991 to 1993

McCann-Erickson Ú Mexico City, Mexico Ú VP, Grouper Ú 1988 to 1991

Needham Worldwide Ú Mexico City, Mexico Ú Marketing Planner Ú 1984 to 1988

Academic Credentials/Professional Development & Certifications

Bachelor of Arts, Communication, Universidad Anahuac, Mexico City, Mexico

Integrated Marketing Communications, Loyola University, New Orleans, Louisiana

Several Certifications in: Corporate Communications, Compliance, Strategic Planning & Risk Management

Endorsements

"Patricio is a well-respected communications professional. When I had the opportunity of working with him, He was the engine that makes things happen at the agency and with clients, always managing by example. Patricio Sanchez is a natural leader and a true team player who leads, inspires, coach, train and engages in every project to provide targeted, proactive and effective support."

...Antonio Freyre Horta, CEO at Freyre Publicidad México

“Patricio Sanchez can be professionally described as an experienced builder, motivator and business developing Senior Executive, who enjoys sharing ideas with his team in fast paced environment. He has a broad functional experience in areas of strategic planning and marketing, business and market development, market research and sales planning and promotions/advertising.”

...Carlos Gorbea Treviño, Former CEO at TEFAL-Rowenta México

Contact this candidate