Sales Marketing

Hispanic Integrated Marketing Executive

Qualifications

Experienced Hispanic IMC professional with successful 360 , consistently

positioning #1 companies in Puerto Rico by identifying opportunities for

accelerated growth. Proven track record in: BI, predictive modeling,

business rules alignment, strategic planning, positioning, business/product

development, research, trade shows and multimedia advertising in Fortune

500, banking, financial, start-up and non-profit companies. P/L

responsibility management, acquisition/merge process, consistently

achieving record sales and profits targeted to US Hispanic, Puerto Rico and

the Caribbean Markets.

Motivational management style with a record of people oriented, highly

focused, marketing insight & innovation teams. Critical thinker and adept

negotiator.

Education

MBA - International Marketing. University of the Sacred Heart, Santurce,

Puerto Rico www.sagrado.edu 06/2007

Student exchange program with Millersville University completed at Foro

Europeo Graduate School of Business, Spain 6/2006

MBA Double Degree - Global Management Certificate Program: Global

Leadership Skills, Trends in International Business,

2006 - 2007

International Marketing, Managing Culture, Strategic Innovation and

Leadership Traits.

SAS Data Mining Conference, Las Vegas Nevada

10/2006

BA General Communications - Management

7/2003

Strategic Database Marketing Seminar - Paul Wang, PhD - Direct Marketing

Association Seminar (Puerto Rico) 1998

MAX$SELL Customer Profitability Database Seminar (MPI, a Harland Company)-

Chicago, IL 1995

Voluntary Work, Professional Development & Leadership

US Faith Based Organizations on National Housing Crisis: HUD Secretary,

Shawn Donovan Conference Call 10/26/2010

The CMO-CIO Alignment Imperative. A CMO Council Worldwide Webinar

10/21/2010

Licensed Public Relations Professional by Puerto Rico's State Department,

Examiner's Board (R-242) 9/22/2010

Neighborhood Action Programs Annual Christian Centers Conference, American

Baptist Church: Pittsburgh, PA 9/2010

Develop and instruct Mu oz Mar n International Airport (SJU) Commercial

Tenants on Seminar: 12/11/2009

. A Strategic Marketing Development of a Successful Plan that leads

to Sales and Revenue Growth.

The 2009 CMO Council's Global Advisory Board Caucus: Globalization through

Localization: 12/10/09

. The Marketing Race to Project a Multi-Local, Global Face (LA, MENA,

North America, Africa & European Markets).

Build-up and launched successfully CMO's LA Council from Puerto Rico.

10/29/2009 Managed international

speakers for 2009 SME Convention: Michael Tchong (global trend spotter),

Donovan Nealy-May

. (CMO Council's Global Executive Director: South Africa), Milton

Longobardi (Tourism Minister, Sao Paulo, Brazil).

Judge for the SME's Top Management Awards and Hall of Fame.

10/2009

SME's Committee Chairman, Colin Shearer's Predictive Modeling Workshop...

for the first time in Puerto Rico

8/2009 . Developed, Managed and Executed Colin

Shearer's Agenda in Puerto Rico.

PRIMEX: Lean Office Training

1/2009

CMO Council's 2008 Elite Retreat & Global Advisory Board Meeting: Routes to

Revenue, Monterey, CA. 12/2008

Judge for the Guan n Award and the Top Sales Award.

2007 - 2008

Appointed Board Member for the CMO Council Latin America www.cmocouncil.org

7/2008

Puerto Rico's Department of State Seminar on Protocol & Official Ceremonies

7/2008

CMO Council's 2007 Elite Retreat: Less Burn... More Return, Sonoma, CA.

12/2007

Appointed Board of Directors Member: Milagros del Amor Not for Profit

Corporation 2007

Professional Experience

University of Phoenix, Puerto Rico Campus

10/2008 - Present

Certified Faculty Professor: School of Business

Marketing, Consumer Behavior, Media, Advertising & Public Relations

Cooperativa de Seguros de Vida de Puerto Rico, COSVI

9/2005 - 8/2009

Integrated Marketing Director (Marketing, Communications & Public

Relations)

Leading Executive & Group Strategist for COSVI's turn around brand

positioning in Puerto Rico's market.

Fully engaged in the planning, implementation and strategic IMC direction

towards COSVI's Puerto Rico Operations.

. 2008: Puerto Rico's Sales & Marketing Executives Association, Top

Management Award in Marketing

. 2008: Sales & Marketing Executives Association Excellence in

Marketing, COSVI: Services Industry 1st runner up finalist

. COSVI's repositioning broadened market potential and resource

allocation resulting in savings of more than $2MM for the company.

. 12/2007 Positioned & RANKED COSVI as #1 in Life Insurance Puerto

Rico's market (14.1 SOM Subscribers TGI).

. 12/2007: 30% growth in the Life Insurance segment while market

decreasing -52%

. 12/2007: Highest Ad ROI in Puerto Rico's Insurance Industry.

. Negotiated with local media channels (TV, Newspapers, and Radio)

resulting in an efficiency increase of 100%.

. 5/2007: 4.4% SOI ("Share of Investment" according to AdTrac's

MediaFax) achieving a #2 ranking in Consumer Top of Mind Awareness

(includes -12% SOI budget reduction and maximization strategies).

. 2007: 1.5% growth IRA product while insurance segment market decreased

-3%. Ranked #4 in IRA's in Puerto Rico's market.

. 2006: 18% growth IRA product while market decreased -0.1%.

. 2006-05: Successful double digit 17% growth, while market decreasing.

. 12/2005: 16% increase in COSVI's Portfolio.

. 2005: Designed and staffed the new Marketing Organization to manage

COSVI in Puerto Rico, managing a $3.2MM Marketing Budget. The

Marketing Department provided strategic direction, development of

breakthrough business plans, and Sales support via IMC plans.

. 2005: Created the vision and strategic IMC path for the COSVI's Lines

of Business: Products & Services in Puerto Rico (Life, Health,

Disability, Retirement & Medicare Advantage).

ABS First / First Hospital Panamericano Integrated System: Cidra, PR

4/2003 - 8/2005

Marketing & Public Relations Director

. #1 RANKED First Hospital Panamericano in Puerto Rico's health care

industry.

o #1 2004 Hospital's Choice Award: Buena Vida's Leading Healthcare

Magazine

o #1 in consumer top of mind awareness levels and user preferences

o #1 in Verizon's Yellow Pages preferences from users

. 12/2004: 10.6% increase in patient days / 6% increase in admissions /

60% in Ad budget maximization and economies

. 4/2005: Recognized by Puerto Rico's Government Senate among

Distinguished Woman by resolution #425

. 3/2005: Selected by Primera Hora National Newspaper as one of the top

"First-Class Woman" (Mujer de Primera) in Puerto Rico's marketing

industry

. 2004: Strategist and spokesperson for multi-sectorial professional

industry's Mental Health Summit & Forum (Private & Public Sector)

. 10/2004: Selected by Buena Vida Magazine as one of the top People in

Health in Puerto Rico's marketing industry

. 7/2004: Recognized by Puerto Rico's Government Senate for the

development of the First Mental Health Summit by resolution #4580

. 12/2003: 11% increase in admissions / 44% in Ad budget maximization

and economies

. 10/2003: Selected as one of the Top 40 Puerto Rico's Young

Professionals by the Caribbean Business Newspaper

Puerto Rico's Chamber of Commerce: San Juan, PR

2/2000- 4/2001

Marketing & Sales Director

Directed sales and marketing in the institution to reach all projected

goals and the President's strategic plan based on International Commerce

through 52 multi-sector committees.

. Streamlined the processes supporting the line-up of organizational

finance / fundraising / marketing activities to achieve a better

quality of service to the PRCC's active members, high efficiency and

speed under Zero Budget Ad Management.

. 12/ 2000: 125% growth on annual sales goals and $0 in Ad budget.

o 118% achieved in corporate memberships 2000-2001

. 2001: Delivered and fueled a 148% assistance growth for the overall

developed fundraising activities

o Four Sales track records broken at the history of the Puerto

Rico's Chamber of Commerce (more than 175% accomplished)

. October 12 - 15th, 2000: Led the Build-Up, positioning, budget and

public relations efforts of the Puerto Rico's Pavilion at the US

Hispanic Chamber of Commerce held in Washington, DC as a business

destiny for investors and prospect companies

. Re-designed the new Integrated Marketing Organization in lieu of the

integration of Puerto Rico as an International Business Destiny

launching the campaign: "Puerto Rico: Let's do business"

. Developed the PRCC's Annual Convention Strategic Marketing Plan 2001:

International Economic Summit

The Associates: Rio Piedras, PR

9/1997- 2/2000

Marketing Director for Puerto Rico and Unites States Virgin Islands

Directed marketing and public relations efforts targeted aggressively to

Puerto Rico and USVI markets through acquisition/ merging and operational

consolidation process.

. #1 RANKED (1999: 28% SOM / $700 million in assets, 83 branches in PR,

2 branches in USVI and more than 825 employees) and positioned The

Associates as the first financial diversified institution, multi-

product oriented, "small loans" segment (after merger/acquisition

process with Avco Finance)

Avco Finance: Hato Rey, PR (acquired by The Associates)

Marketing and Public Relations Director / PR & USVI

Directed new strategic marketing mix and public relations efforts towards

Puerto Rico and USVI markets. P/L Responsibility & Budget Control / Media

Negotiations / Advertising & Strategic Direction to the Ad Agency /

Merchandising.

. #1 RANKED in Puerto Rico and USVI for Avco Finance 1998

o 137% Top of Mind Awareness Levels achieved in PR and USVI

markets in eight (8) months.

o 1998: Over $2MM in lending on direct mail offers

o 1998: Reversed market segment decline. Demonstrated success in turning

around market trend by increasing sales and profitability. .59%

increase in 1Q-98 while market decreasing -1.12% / .29% increase 2Q-

98 while market decreasing -.35%

. 1997-98: Developed and implemented a ground-breaking in-store marketing

strategy by re-positioning Avco's brand image in the market that fueled

lending sales in $1.2 million (pioneer project: "small loans" market) on

a 12 week promotion period at shopping centers.

. 12/1997: $23MM in lending

. Introduced and launched new products and new channels of distribution.

Banco Santander Puerto Rico: Hato Rey, PR

6/1992-9/1997

Marketing Specialist

. A+ 1997 BSPR Financial Internal Auditory ($5.5MM Ad/Marketing

budget control)

o Budget Control and annual negotiations control towards BBDO

Ad Agency

. 6/1997: 15.9% acceptance rate on pre-approved BSPR Master Card

direct mail program effort

. 1997-98: Part of the team TODO SANTANDER Product - SME Top

Management Award

. Coordinate promotions and retail POP materials through Puerto Rico

and "in-store branches" such as SAM's / WAL*MART

. MIS Research and Strategic Planning

. Internal School of Operations Professor (Human Resources

Department)

Skills

. Fully Bilingual (English/Spanish) . Very Organized . Computer Oriented:

MS Office, Excel, PowerPoint & Word

. Excellent Communication Skills . Team Player

Memberships

. Board Member, CMO Council Latin America www.cmocouncil.org

. Member, SME (Sales & Marketing Executives Association: San Juan, PR)

www.smepr.com

References upon request.

Available to travel and/or relocate.

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