Sales Marketing

Ricardo Vanegas Martinez

***** ****** ***** #*** **********@***.***

Chino Hills, CA 91709 714-***-****

SUMMARY

Director of Sales and Marketing

Dynamic and innovative fully bilingual, multicultural business professional

with 13 years experience in marketing, sales, advertising and business

development. Recognized talent for developing and implementing effective

strategies that capture revenue growth with solid market penetration and

ROI. Cross-functional knowledge in all platforms of the marketing

communications mix for both B2B and B2C. Offer truly creative approach to

corporate problem solving based on uniquely varied professional and

industry backgrounds like those of media, manufacturing, hospitality and

consumer goods. Background in graphic design, technical illustration and

collateral development as well as in technical writing. Supplement all

strengths with relentless commitment to self-improvement, leadership,

management and communication skills.

Strategic Business Development

Branding & Positioning

Product & Market Development

Structural Creativity & Ideation

Marketing Strategies

Corporate Startups & Turnarounds

Personal Selling

Client Retention & Satisfaction

Key Account Negotiations

Product Management

Sales Promotions

Staff Recruitment & Development

Team Building & Leadership

Demand Generation

Consumer Insights

Professional Experience

Director - Sales & Marketing 2007 - Present

Unican Surya Agung - U.S. Division, Santa Fe Springs, CA - CPG -

Confectionery Manufacturer

Highly versatile role advancing all growth-oriented functions for the

startup division of this $1 Billion dollars Asian conglomerate, including

market research, product development, corporate branding, grassroots sales,

and client retention with emphasis in both local and international goals of

expansion. Personally drafted all marketing plans for all domestic Asian,

Hispanic and General markets. Lead 6 direct reports. Report directly to

CEO.

. In 3 years, took business to $500K revenue with presence in 3,000

stores across all major DMAs (including Chicago, San Francisco, and

Atlanta). Positioned for up to 300% ($500K - $2M) sales growth between

2010 and 2011 by establishing distribution channels in various domestic

and Caribbean, Central American, and South American markets.

. Landed contracts with companies like Sam's Club, Cost Plus World

Market, 99 Cents Only Stores, and Jetro Wholesale. Also established

accounts with leading national Asian CPG's distributors like Nishimoto

Trading and other prominent regional distributors such as DPI and

Unified Grocers.

. Built candy broker network that secured contracts and negotiations with

major national retailers including Walgreens, Rite Aid, Costco, and 7-

Eleven. Assembled direct-store delivery (DSD) program with over 100 gas

stations in Southern California.

. Secured distribution of company's main brand to 9 countries across

Central America and Caribbean.

. Assessed the U.S. market and product development for the launch of a

unique new coffee candy line that posted $80K sales in first year and

is projected to capture $200K in 2011. Arranged massive sampling

program with Cost Plus World Market's entire 300-store network.

Immediately exceeded retailer's success benchmark by 67%.

. Developed Boys & Girls Club-based field tests, observatory research and

surveys that enabled company to define candy preferences among children

of various age ranges and successfully diversified product lines that

were more in tune with the U.S. markets.

. Helped clarify organization's purpose and vision by co-writing staff

handbook. Built a top-caliber sales team by hiring, training, and

motivating 25 associates in promotions, sales and merchandising.

. Conceptualized and coordinated the first internet and social media

marketing SEM and SEO strategies that extended to the international

markets in Asia and Latin America.

Ricardo Vanegas Martinez Page 2

Marketing Consultant 2005 - 2007

Raised marketing leverage for multiple client firms. - Manufacturing

Electric Gate Store (EGS) (North Hills, CA 2006 to 2007) - Maximized public

awareness of new products and programs for this $20M regional industry

leader. Drafted promotional materials, organized trade shows, and devised

tactical sales strategies. Reported directly to Owner. Raised daily (store

and online) sales 25% by revamping company's monthly promotional flyers;

designed visual templates that better engaged customers via heavier use of

graphics and more direct messaging.

Eagle Access Control Systems (Van Nuys, CA 2005 to 2006) - Reviewed and

optimized all external communication (corporate print, marketing materials,

web presence) as Interim Marketing Manager of this 50-employee, $8M

enterprise. Led production of trade advertising and developed concepts for

marketing collateral. Reported directly to Founder & CEO.

. Coordinated recovery of several key clients by launching an aggressive,

phone-based service program.

. Expedited technical support and RMA process by expertly discerning and

resolving lapses in product and service quality.

. Designed stylish logo, website, and box packages for product launch

that enabled company to penetrate a crucial market segment.

Sales & Marketing Manager, 2004 - 2005

HTA Group - Latin Fusion Group, Costa Mesa, CA - Promotions and Advertising

Monitored corporate print, marketing materials, web presence, and all

external communications while reporting directly to CEO.

. Directed concept formation, presentation, design, and production of a

high-potential advertising campaign.

. Created call-to-action posters for a successful Stater Brothers-based

Gatorade promotion and recovered various inactive accounts via

persistent sales efforts.

. Enabled clients to gain significant exposure during sponsorship of

several Hispanic grass-roots events and festivals throughout the

nation. Coordinated event logistics and distribution promotional

materials that created unique bran-related interactions for companies

like Western Union, Pepsi and Tillamook Cheese.

. Raised leverage of local Hispanic events and soccer tournaments by

generating attractive sponsorship proposals.

Sales Consultant, 2000 - 2003

Generated sales, marketing, and business development strategies for SBA-

associated enterprises.

nextBlock.com (Glendale, CA 2003) - Launched an innovative, discount card-

based promotional campaign and inspired drastic improvement in website

appearance and functionality for this regional online business directory.

Owner, Orange Side Inc., Northridge, CA 2000 - 2003

Overcame high price points by securing contracts to distribute quality car

mats to True Value hardware stores in Southern California. Opened business

with several major Colombian department stores.

Education, Training & Affiliations

BS - Business Administration - Emphasis in Marketing, Universidad de La

Sabana, Bogota, Colombia

Member AIESEC - Former VP Marketing AIESEC Sabana.

Certificate in Marketing & Internet Marketing Candidate, University of

California Irvine 2011

Member of AMA - American Marketing Association

Member of ASCAP - American Society of Composers Artists and Publishers

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