Senior Marketing Manager
Resume:
Maria L. Huertas, MBA
Miramar, FL 33027
**************@*****.***
www.linkedin.com/pub/maria-huertas/1/9ab/26
Summary:
Sales and Marketing professional with many years of innovative experience
encompassing problem solving, customer planning, execution, trade
promotion, sales operation and business development. Demonstrated
disciplines include strong team leadership, project management and
analytical skills with the ability to adapt to changing business and
customer environmental conditions.
* Customer Relationship Marketing: At MAPEI I was instrumental in its
expansion of their existing customer base. Thru the development of repeat
loyalty programs and ongoing customer market research and surveys I was
able to generate an increase of $8.1M - past customer base revenue $6M
increase of 35%
* Channel Expansion, Target Marketing, Scalability: At Home Diagnostics, I
pioneered the development of a new product platform thru extensive market
research. Working alongside Research & Development I was able to tap into
a market segment that was previously untouched. This resulted in
incremental revenue of more than 25% for the category as well as channel
expansion and new product direction.
* Business Transformation: At Applica Consumer Products I worked alongside
the sales team to introduce the concept of co-branding. Allowing our
partners to quickly pick up our products while also promoting their brand
name thru joint packaging and advertising. This made the sales cycle
significantly easier and created a sense of ownership for all involved.
Ultimately generating increased revenue.
Professional Experience:
MAPEI Corporation - Deerfield Beach, FL 2009-
2013
Mapei Corporation is a Global provider of worldwide construction and
building materials. With other 75 years in business they are the industry
leaders in construction materials, repair solutions and product development
engineering in the Tile, Floor Adhesives and Concrete Restoration business
segment. As a privately held company whose headquarter is in Milan, Italy
they currently have offices in 57 countries and 18 manufacturing plants
worldwide.
Senior Marketing Manager -
Manage ongoing Retail Channel Product Development and Launch Campaigns
(Home Depot, Lowes, Menards, etc.) - Budget of $120M
Develop Annual Advertising Campaigns for the NA and LA Markets $12M
Coordinate and Execute Regional and National Tradeshows and
Association Events
Introduction of the companies Social Media Strategy, Rollout and
Launch throughout NA and LA
Website Makeover and Re-introduction to be in line with the new
Social Media strategy
Manage a marketing team of 18 throughout NA and LA
Responsible for an Annual Marketing Budget of $145M
Planned and prepared product Research and Development panels to
determine marketing approach and product placement, etc.
Ryder Logistics and Transportation - Miami, FL 2007-
2009
Ryder Logistics is a leading provider of worldwide logistics and
transportation solutions. Ryder has been in business for over 75 years,
redefining the transportation industry and how to better serve their
customers. As a Fortune 500 company with an expanding global presence,
their commitment to logistics, truck rentals, vehicle sales and supply
chain demands is constantly revolutionizing and adapting to market needs.
Regional Marketing Manager, Rental and Vehicle Sales -
Managed customer segmentation needs, developed competitive profiles,
conducted market assessments and
created financial/economic plans
Responsible for gathering and deciphering market knowledge, conducting
market research, campaign
development, marketing funnel evaluation (awareness through loyalty),
direct mail, website development and
mail initiatives
Liaison with asset management and marketing to develop a growth strategy
and economic model for the rental
category, target customers/prospects needs, marketing Ryder's value
proposition and competitive advantage
Successfully grew Rental Revenue by 170%, via targeted sales and
marketing campaigns and programs
Defined and launched the Ryder Frequent Rental Loyalty Program, becoming
the most successful repeat revenue
business campaign, resulting in a $8.1M incremental revenue venue
Managed and owned a Marketing Budget of approximately $12M
Home Diagnostics, Inc. - Ft. Lauderdale, FL 2005-
2007
Home Diagnostics, Inc. is one of the leading providers of diabetes products
to retail pharmacy, mail service home medical and the durable medical
marketplace. Home Diagnostics, Inc. also works closely with hospitals and
long-term care facilities to help them more affordably monitor and manage
their patients with diabetes. Current geographical focus is US, Latin
America and Canada. Also being introduced to the European market and
Australia.
Senior Marketing Manager - Mail Service, HCD and LTC - ($36MM+ Mail
Service) /($73MM+ - Distribution)
During first year, increased brand net sales vs. prior year by 25%;
Exceeded 2006 sales plan by 21%
Initiated planning process to ensure tactics achieved objectives,
strategies, and positioning.
Established more cohesive relationships with sales and cross-functional
departments.
Faced brand name change and manufacturing delays that threatened the life
cycle of the product.
Established close management of and relationship with manufacturing and
trade.
Managed marketing budget of $10M
Worked on New Product Development and Product Launches of the existing
TRACKEase/TRUEread, TRUEtrack,
Sidekick and Prestige Lines
Marketing Director responsible for US/Latin America Mail Service,
Healthcare Distribution and Long Term Care
Project Management - day to day management and monitoring of the product
rollouts and their existing trend
Advocate for the development of the Customer Relationship Management
function
Applica Consumer Products, Inc. (Black & Decker) - Miramar, FL
2003-2005
Markets and distributes a broad range of branded and private-label small
electric consumer goods. Appliances such as small kitchen, home, pest
control, pet care and personal care products are among the selection that
are manufactured through them.. Applica markets products under licensed
brand names, such as Black & Decker, Windmere, LitterMaid and Applica,
as well as other private- label brand names.
Marketing Manager - Kitchen Category - Food Prep ($105MM+) and Beverage
($100MM+)
Prepared customer presentations for and accompany Sales on customer
calls
Managed or assisted in line reviews for Wal-Mart, Target, Kmart, Lowes,
Amazon.com, Bi-Mart, May Co., JC
Penney as well as other retailers
Developed event merchandising activities (trade shows/customer
displays)
Managed the television product categories - Gizmo and Lids Off to
ensure continued growth and profitability.
This category alone is responsible for generating more than $7MM
Distribution Strategy
Drove customer, channel product positioning, pricing, focused at channel
differentiation
Aided in the development and execution of Applica's Distribution strategy
and plan
Generated $1MM plus in sales through the execution and delivery of excess
inventory to sales
Marketplace/Category Intelligence
Understand, analyze and communicate category & competitive dynamics,
trends and marketplace activities
Development an analysis of statistical data to support fact based selling
internally and externally
New Product/Program Development
Perform Sales training/seminars to educate on new products/new Business
Unit initiatives
Manage a cross functional team in the development and execution of
customer POP initiatives; perform post event
profitability analysis and document learning's and recommendations
Hewlett-Packard Company Latin America Region - Miami, FL
Marketing Integration Manager 1991-
1994
Marketing Program Manager 1994-
1999
Regional Marketing Manager 1999-2003
Define product promotion needs and budgets
Analyze distributor satisfaction issues and coordinating resolution with
various entities and internal organizations
Provide process training/information to the distributors sales force on
how to access Hewlett-Packard resources
through tradeshows, training sessions, internal one to one visits -
resulting in product awareness and know how
Coordinate work/demands with outside vendors in response to our company
needs and requirements regarding
training's, advertising campaigns, public relation seminars. Also
developed and organized internal Marketing
Events to inform and educate our Sales Force
Establish link with advertising agency as well as press personnel to
define and develop adequate visibility on
behalf of Hewlett-Packard Company, creating Brand Awareness, Product
Recognition, and Customer Loyalty
Manage/Supervise a team of over 15 members throughout Latin America
Educational:
Web Design Certified
Decker Communications-Effective Communicating
Website Development Certified
The Seven Habits of Highly Effective People
Marketing Communications Mix
Project Management
Who Moved My Cheese
Personal Productivity Workshops - Leadership Development
Dale Carnegie Executive Leadership Forum
Education: Florida International University
Masters in International Business 2002-
2003
Graduated Beta Gamma Sigma Honors as well as Cum Laude
Member of the National Society for Hispanics MBA (NSHMBA)
Florida International University 2000-
2001
Bachelors in Business Administration - Management
2nd Major in International Business
Graduated Cum Laude as well as Golden Key Honors
References: Available upon request
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