Manager Sales

ERNESTO ECHEVERRI

** **** *** ****** **** - New York, NY 10023

917-***-**** ***********@*****.***

PROFESSIONAL EXPERIENCE

COLGATE-PALMOLIVE, Corporate Headquarters

New York, New York

Manager Global Oral Care Digital Strategy

present

Responsible for developing and implementing Colgate's Global Oral Care

digital strategy.

COLGATE-PALMOLIVE, Corporate Headquarters

New York, New York

Manager Global Digital Marketing

01/06 - 01/11

Responsible for developing and implementing Colgate's global digital

strategy. Guide and oversee digital initiatives, developments and

implementations worldwide helping digital and marketing teams align online

and offline strategies. Work closely with Division Digital Marketing and

Regional/Subsidiary project teams.

Key accomplishments:

. Led the development and implementation of digital marketing strategies in

more than 20 countries including China, Poland, Russia, Thailand and

Canada among others. Guided local teams to:

- Align and implement Colgate's Digital strategy

- Follow Colgate's Digital best practices

- Establish local digital teams to support the business and liaise with

local/regional digital agencies

. Led developed of best practices and guidelines used to implement

Colgate's digital marketing strategy throughout the world.

- Digital fundamentals and strategies

- Overall social corporate strategy including global and local

distribution channels

- Integrated marketing, SEO, SEM, Measurement, New technologies among

others.

. Member of the Global Marketing team that leads the development of global

bundles for new product launches around the world. Led digital

development for key brand and product launches.

- Liaison with key agencies (digital, pr, seo, media)

. Actively participated in all meeting to develop PR objectives and

strategies included in global bundles and as part of the go to market

initiatives in key markets.

. Participated in the team that led the creation of 3 Centers of Excellence

(located in Brazil, Poland and India) for the development of Colgate's

digital assets around the world. COEs have generated efficiencies and

cost saving of almost 4MM during the last 3 years.

. Successfully achieved increased global digital media spend for the last 4

years.

Key responsibilities:

. Responsible for development and implementation of Colgate's global

digital marketing strategies.

. Liaise with regional and subsidiary project teams to align traditional

and online marketing objectives and guide them while developing and

launching digital assets, online promotions, buying interactive media,

negotiating with search companies among others.

. Integrating the global consumer experience by developing a consistent

brand/product online strategy that seamlessly integrates the business

strategies.

. Develop 'Online Best Practices Guidelines' and disseminate learnings

globally.

. Ensure buy-in of key stakeholders both in Corporate and in the

Division/Subsidiaries of all interactive projects.

. Monitor global interactive development and progress while providing

strategic, creative and technical guidance, supported by agencies, other

third parties and internal team players.

COLGATE-PALMOLIVE, Corporate Headquarters

New York, New York

Associate Manager Corporate & Global Digital Marketing

05/04 - 01/06

GOYA FOODS INC, Corporate Headquarters

Secaucus, New Jersey

Category Manager - Frozen / Refrigerated Category and Website Manager

04/03 - 04/04

Responsible for managing the frozen and refrigerated food business for the

US developing revenue growth and new product strategies to increase and

expand the market share in Hispanic and General Market. Responsible for

planning and executing strategic, promotional and customer activities that

resulted to an outstanding 10% category growth during 2003.

Key accomplishments:

. Reduced the category portfolio (# of SKUs) in more than 30% achieving

efficiencies in purchasing, distribution increasing sales and improving

the gross margin in more than 10%.

. Developed and implemented a sales, trade and consumer promotion aimed to

creating renewed interest on the frozen category that resulted in a 50%

increase in sales during the three months of Q3/03.

. Led and implemented the corporate new packaging strategy to portray a

consistent image across product lines.

. Developed new merchandising tools that revamped interest among customers

and consumers and resulted in a sustainable 30% growth YTD /04 in all

major frozen product lines.

. Created a 3 year new product plan to strengthen the category's position

in the Hispanic Market and open the General Market portfolio alternatives

that will result in a 30% revenue growth by 2006.

. Launched 3 new line extensions targeted to the Hispanic market during

Q4/03 - Q1/04 and developed a major new product line expected to gain 5

market share points and will reinforce Goya's authentic Latino Food

expertise in general market.

. Manage Goya's corporate website:

- Transformed the site into an interactive online marketing tool

increasing the number of monthly hits from 3 M to 6.5 M in 6

months.

- Designed and implemented consumer e-promotions with the Caribbean

Cookbook that exceeded registration targets by 500%.

- Redesigned hierarchy and navigation elements to increase traffic and

attracting a greater number of general market and Hispanic consumers.

- Developed forum environments to promote and collect consumer feedback

as part of new product research and testing.

PRO-EXPORT / Colombian Export Organization

New York, New York

Consultant - Probono

08/02- 02/03

Reviewed business plans presented by Colombian Companies and entrepreneurs

to export their goods to USA and provided feedback into key areas such as

Marketing, Product Development and Market Research among others.

Key accomplishments:

. Developed a presentation for the topic "Understanding and adapting to New

Environments" and presented during a seminar to companies interested in

exporting to USA. The presentation was later included as part of the

ongoing "Export Module" the organization shares with export candidates.

CITIBANK

Bogot , Colombia

AVP - Marketing

08/99- 04/02

Responsible for Marketing, Media Planning, Marketing Research,

Communications and Customer Intelligence for Global Consumer & Corporate

Banking in Colombia.

Key accomplishments:

. Developed and implemented the launch of key products in Consumer Banking.

Successful introduction of:

1). CitiOne Plus named Best Financial Product 2001 in Colombia, exceeding

sales targets by 40% during the first four months. 2). CitiDirect,

Citibank's transaction platform received "Best Financial Internet

Product" award in 2001.

. Appointed Branding Officer for Citibank Colombia as part of the Latin

American team, leading the analysis of consumer insights that redirected

key changes of the global template to be more relevant to local regions.

. Created and implemented sales programs that contributed at achieving the

revenue goal of $65M during 2001.

. Developed and implemented aggressive direct mail campaigns that

contributed to achieving all time high incremental revenues of $10M

during 2000 and $12M during 2001.

BEST FOODS Inc.

Bogot ,

Colombia

Senior Brand Manager

01/96- 07/97

Responsible for managing the seasoning and bouillon business, a 20 Million

revenue business with total profit of $2.3M in 1996.

Key accomplishments:

. Developed and implemented growth strategies and tactics that yield

additional 4 market share points in Colombia and gained market expansion

through out the Andean Region.

. Developed plans that reduced production and packaging costs by 20% -

maximizing the business unit profitability.

BASF CHEMICAL

Bogot - Colombia

Brand Manager

04/94 -12/95

Responsible for managing the adhesive business for the Andean Region

(Colombia, Venezuela, Ecuador, Peru)

Key accomplishments:

. Defined new positioning and advertising strategy for the brand in

Colombia and the Andean Region.

. Successfully launching new brands: MONGOL private label in Venezuela,

PEGAMAS in Ecuador and COLBON plus in Peru achieving overall sales

increase of 25% in six months.

LEO BURNETT

Bogot - Colombia

Account Executive

07/92 - 04/94

Responsible for developing the communication strategies and managing key

brand for the Kellogg and Nintendo accounts.

Key accomplishments:

. Actively supported the agency team in the introduction of three key

products for the Kellogg account: All Bran, Chokos and Honey Nut O's.

EDUCATION

GEORGE WASHINGTON UNIVERSITY

Washington D.C., 1999

Master of Business Administration, MBA. Areas of concentration:

International Business and Marketing

Former VP of International Students - MBA Association, Chair for Latin

American Students

Summer Internship: ARTHUR D. LITTLE - Marketing Summer Associate

UNIVERSIDAD EXTERNADO DE COLOMBIA

Bogot , Colombia, 1997

Graduate Studies in Marketing Management

PONTIFICIA UNIVERSIDAD JAVERIANA

Bogot , Colombia, 1992

Bachelor of Science, Industrial Engineering

Student Council Representative, Industrial Engineering Department

ADDITIONAL INFORMATION

. Status: US Citizen

. Honors: Grant winner of Colombia's Government COLFUTURO Scholarship to

attend MBA program

. Community: Founder and advisor of ARCAMEN Foundation - Non for Profit

Organization based in Bogot

. Company: Co-Founder "Artesanias de la Tierra" Bogot - Colombia.

. Sports: Jogging, tennis, basketball (Champion 1986) Hobbies: Movies,

music and reading

. Languages: Spanish - native, English - fluent

. Computer: Skills: Microsoft Office, Lotus, Essbase

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