Manager Marketing

RODRIGO SANTIBANEZ

** ***** **, *** *** ( Stanford, CA 94305 ( 650-***-**** (

********@********.***

Education

Stanford Graduate School of Business Stanford, CA

Master of Business Administration 2008 - 2010

. Co-President of Epicureans Club; active in Entrepreneurship, Marketing

and Travel & Hospitality clubs

ITESM Campus Monterrey Monterrey, Mexico

Bachelor of Science, Industrial Engineering 2000 - 2004

. Elected President Industrial Engineering Symposium, Graduated with honors

at the top of class

The University of Chicago Graduate School of Business Chicago, IL, USA

Executive Education - Pricing Strategy & Tactics 2006

Experience

The Walt Disney Company Los Angeles, CA

Marketing Associate - Home Entertainment Summer 2009

. Led a global review to redefine the strategic role of marketing

investments in an industry challenged by the explosion of digital

distribution channels

. Created a tool and methodology to measure ROI of retail investments in

six European markets

Capella Hotels & Resorts (part of Pontiac Land Group - Leading Real Estate

developer) Singapore

Business Strategy Associate Summer 2009

. Designed the pricing strategy for a new high-end apartment complex in a

market hit by the economic meltdown. Strategy included positioning

definition of the product, competition reaction contingencies, promotional

tactics to secure volume and supply/demand modeling.

British American Tobacco (BAT) 2005 - 2008

Marketing Finance Manager (2007 - 2008) Monterrey, Mexico

. Restructured an underperforming unit by recruiting, training and building

a succession pipeline

. Developed a business plan to migrate consumers from a $250m declining

brand to a high-growth trademark. Coordinated cross-departmental teams to

maximize consumer retention and profitability

. Built partnerships with advertising agencies to redefine contract

agreements and promote variable compensation schemes based on results.

Productivity increased by 20%

Commercial Finance Project Leader (2006 - 2007) Rome, Italy

. Created a business plan to prevent product sales to under-age people

through electronic ID readers in vending machines. Project was accepted

and financed with a $6m investment

. Designed a mutually beneficial deal for the largest convenience retailer

in Italy to promote BAT's brands

. Guided a cultural change process from a state-owned company to a private

one by implementing structured planning processes and financial controls

within the Marketing function

Corporate Finance Analyst (2005 - 2006) Monterrey, Mexico

. Led the financial analysis of the 10Y Strategic Plan to grow the business

on a double digit rate annum

. Developed a financial model to evaluate ROI of investments within grocery

stores. Model was implemented in BAT subsidiaries worldwide as a best-

practice methodology

. Conducted a global benchmark project to standardize financial practices

in Latin America

Additional

. Led volunteer teams to refurbish public schools in Mexico

. Fluent in Spanish, English and Italian; currently studying Mandarin

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