Marketing Manager

ALEJANDRO ALVAREZ

*** **** ***., ********, ** ***15

415-***-**** - ****.*******@*****.***

EXPERIENCE Victoria's Secret, Retail Stores - Columbus OH, USA

Apr '10 - present Director, Marketing

. Lead a team of two in developing innovative marketing

campaigns that target W18-34, increase brand awareness and

drive significant sales during key product launches, major

store openings and other 'floorsets'

. Responsible for Victoria's Secret's Facebook and YouTube

social media platforms including seasonal strategy

development, business priority alignment, custom content

development and everyday contact with over 3 Million fans.

VS Fan page growing at 300K+ new fans per month with very

strong proportion of Women 18-34 (core demo). Achieved over

100M impressions/mo with a significantly lower CPM than

traditional media

. Manage digital mobile initiatives (e.g., iPhone App) that

enhance the in-store shopping experience

. Manage Victoria's Secret's chain-wide Gift Cards marketing

program including strategic partnerships, promotional

activities, POS materials, merchandising strategies and

third party distribution opportunities

. Responsible for VSX Sport's marketing budget and marketing

strategy development - created integrated, seasonal

marketing campaigns that supported its expansion from 125 to

500 stores

Jun '08 - Apr '10 Manager, Marketing

. Developed and executed a multi-faceted marketing plan to

support the opening of our flagship store in Chicago.

Campaign celebrated the city of Chicago and the VS brand by

enabling people to interact with the campaign through mobile

applications, social media, grassroots and guerilla

marketing initiatives

. Developed Mother's Day and Valentine's Day integrated

marketing campaigns leveraging direct mail, PR events,

customer promotions, online contests, social media and other

marketing partnerships

Levi Strauss & Co. - San Francisco, CA, USA

Dec '06 - Jun '08 Manager, Strategy and Marketing, Levi Strauss

Signature

. Strategic and creative development of brand re-launch;

coordinated internal functions and agency partners,

developed key sell-in components & managed branding

implementation

. Developed new packaging across all consumer segments,

updated branding, introduced new fit color coding system and

launched the first test to reduce LS&CO's environmental

impact while keeping costs constant

. Responsible for Signature's website re-launch, partnerships

with key online retailing partners (walmart.com and

Kmart.com), search and email campaigns

. Managed NASCAR Driver and All-American Soapbox Derby

sponsorship programs. Oversaw branding, creative, promotion

materials and product seeding for accompanying PR and

activation events

Jun '05 - Dec '06 Sr. Analyst Strategy, Levi Strauss Signature

. Partnered with brand president and other key members of his

leadership team (VP level) to develop a clear, measurable

and integrated three-year Strategic Business Plan for the

Levi Strauss Signature brand

. Performed detailed financial analysis, conducted market and

location research, evaluated real estate and design partners

and developed merchandising strategy for retail/outlet store

launch

Wal-Mart, Suburbia (apparel retail subsidiary) - Mexico City, Mexico

Summer '04 MBA Marketing Intern

. Launched the first department store credit card in Mexico

with "on-the-spot-approval"

. Designed and implemented in-store application quality

control program, KPI scorecards and performance metrics

indicators for 46 stores. Organized, trained and supervised

a 4-member quality control team

Jan 2000 - Jan '03 The Boston Consulting Group (BCG), Management

Consulting - Mexico and Venezuela

Associate & Senior Associate

. Directed Venezuelan market research for a multinational

industrial products manufacturer

. Developed product and brand line profitability model for a

beverage manufacturer, radically changing client's

perception on key products that were thought to be

profitable

. Merged the Mexican operations of two multinational self-

adhesive paper manufacturers. Led five cross-functional

teams of senior managers and employees from both companies

EDUCATION University of California Berkeley, Walter Haas School of

Business

Master of Business Administration (MBA), May 2005

Instituto Tecnol gico y de Estudios Superiores de Monterrey (ITESM)

B.S. in Industrial Engineering,, December 1999

ADDITIONAL U.S. Permanent Resident with significant international

experience (worked and/or lived in several countries)

Languages: Fluent in Spanish and English, proficient in German, and

have a conversational grasp of French

Interests: Long distance running, traveling, snowboarding and

other outdoors sports

Contact this candidate