Sales Marketing

Eduardo Losa

**** ********** ****, ******, ***** 77388 Mobile: 281-***-**** ******@*********.***

Summary of Qualifications

Results oriented sales and marketing executive with 14 years of progressive experience launching,

building, and revitalizing brands for start-up, mid-size and high growth organizations in the Beverage,

CPG, Retail and Telecommunications industries (Sprint/Barefoot Cellars/Coors/Best Buy). Proven

success building strong brands using integrated marketing and sales methodologies and strengthening

companies to lead in competitive markets. Diverse background in a fast paced, competitive, goal driven

and results oriented environment where the importance of culture and community is instilled. Strong

ability to see the big picture with a well developed strategic approach to solving problems and tracking

results.

Core Competencies

Strategic & Planning Process Advertising, Branding & Retail Account

Marketing Campaign Design & Promotional Strategies Management

Execution High Profile Event Management Business Development

Distribution & Retail Channel & Promotion CRM/ SFA/Marketing

Development (Three Tier/DSD) Media/PR Strategy & Placement Automation systems

Market & Consumer Research Brand Communications & Marketing Analytics &

Retail/POS Optimization Creative Content Development Segmentation Design

Field Marketing Methodologies Brand Identity & Positioning Multicultural Marketing

Professional Experience

UMGX -Houston Texas

Full-Service Retail Marketing and Brand Communications Agency

Senior Account Director (Consultant-Temp Project) 9/2009 to Present

SPRINT WIRELESS- PREPAID GROUP (Client)

Recruited to work internally with Sprint Marketing and Sales Executives to lead the strategic development

and tactical execution of a more integrated and sustainable go- to- market strategy. Develop processes

and procedures for acquisitions, distribution, segmentation, advertising, and placement of locally nuanced

consumer promotions to drive traffic, brand awareness and consideration, sales revenue and

sustainability on Sprint Prepaid brands. Manage the strategic planning and tactical operations of targeted

media, branding, consumer communications, POS/retail promotions and churn prevention initiatives.

Responsible for driving retail optimization programs, competitive research and market intelligence. Lead

the development of competitive combat plans, sales blitzes and brand evangelism to support the sales

channels and strategic retail partners. Mentor a team of 9 Local Marketing Managers and 4 Creative &

Brand Directors. Manage a marketing budget of $ 9.5 Million.

Selected Accomplishments:

Successfully developed and introduced a turnkey multi-channel and multicultural product launch

strategy that introduced Boost Mobile new Blackberry Curve/$60 monthly unlimited and the Virgin

Mobile -BB2go unlimited prepaid plan, generating 39% increase in new activations during first month

of launch (Jan-2010).

Developed a sustainable and well segmented promotional and advertising campaign that provided

robust sales pipeline/store traffic, increased awareness and consideration by 34% and meet monthly

gross ads quota in 7 out of 8 key markets in Q4/09

• Launched an aggressive locally nuanced competitive combat campaigns that rescued key markets

from churn derived from Cricket and Metro PCS aggressive Q4/09 campaigns. Program generated

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Eduardo Losa Resume

substantial new activations, awareness and churn reduction from 5.6% to 2.9% average in Houston,

Dallas, and Denver markets.

• Leveraged the retail marketing execution process at the store level by re-designing, educating,

training and equipping store staff with new marketing tools, customer service and retention

fundamentals, sales kits and local marketing tactics. The program enabled retail partners to become

effective promoters, brand advocates and intelligent marketers in their local community.

Optimized the sales process by introducing a new CRM/contact management/lead generation system

that improved cost efficiency for acquisition and loyalty programs at the point of purchase,

demonstrating key marketing analytics, visibility at the door level, and campaign ROI. Provided gap

analysis that identified unique market opportunities based on national segmentation plan that droved

growth locally.

• Introduced a winning Hispanic branding and promotional strategy for each local market per national

segmentation strategy by guiding the In-house marketing communications team in leveraging the

Boost Mobile ($50- unlimited) “Sin Abusos” Hispanic campaign from simple translation into a more

cultural relevant and well segmented communication and promotional approach.

FLEXI COMPRAS/BEST BUY DIVISION – Houston, Texas

Specialty Retailer/Consumer Electronic/RTO

Retail Marketing Director 1/2008 to 9/ 2009

Responsible for developing and implementing marketing, sales and customer acquisitions strategies to

enhance bottom line profitability and solid market share. Lead the strategic planning and tactical

execution process for brand development, advertising, consumer promotions and retail optimization

process. Developed robust sales pipeline, advertising, segmentation, and placed highly targeted

acquisitions and customer experience initiatives. Managed and mentored a team of 2 Brand Managers, 1

Creative Manager, 4 Retail Marketing Managers and 2 Marketing Agencies. Managed a marketing budget

of $5.3 million

Selected Accomplishments:

• Created a responsive market-driven department that led the development of turnkey acquisition,

advertising, retail promotions and brand adoption strategies that achieved corporate profit, volume,

and solid market share objectives.

• Played a key role in redesigning the company’s product offerings, segmentation and retail

optimization process in response to a quickly changing market by researching the market extensively

and developing comprehensive customer profiles. Efforts were credited as instrumental in

incremental sales and revenue in Q2-2009 and churn reduction from 4.6% to 2.4% by Q3/09.

• Increased strong awareness and consideration and propelled sales revenue from expected $143.2M

to $149.7M by year-end (2008) by introducing an integrated multi-channel advertising and highly

targeted promotional strategy with Panasonic and SONY marketing partners.

• Streamlined the customer lifecycle by introducing a new customer centric process with a

CRM/Contact automation technology that improved cost efficiency for acquisition and loyalty

programs, demonstrating key consumer analytics, optimum segmentation and campaign ROI.

• Droved the revamping of brand positioning, customer experience and multicultural communication

strategy, earning commendations from Best Buy top Marketing Executives and migration of strategy

to Best Buy brand umbrella.

• Wrote a new customer touch point service process that maximized productivity at the point of sale,

program included employee engagement/sales force activation, course guides, sales collateral, key

selling/service points, videos and test crafts that enhanced the sales organization understanding and

effectively communicating our unique value proposition and differentiation.

• Leveraged strengths in cost-effective marketing management and vendor/agency negotiations to end

year at 18% under-budget (without compromising business growth goals).

UMGX –Houston, Texas

Full-Service Retail Marketing and Communications Agency

Consumer Packaged Goods/Telecommunications/Consumer Electronics

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Eduardo Losa Resume

Account Director/Retail Brands 2/2005 to 1/2008

Led the development and implementation of highly targeted consumer marketing, market development

and retail campaigns for a variety of brands and industries. Used an integrated approach to create

balanced programs for clients to build their respective brands and successfully introduced to multiple

consumer segments and sales channels. Managed and mentored a team of 5 Local Filed Marketing

Managers, 4 Account Executives, and 2 Creative Directors. Brands included MasterCard, Panasonic,

AlEn USA, and Boost Mobile.

Selected Accomplishments:

• Introduced a highly targeted promotional and branding campaign that facilitated Boost Mobile in the

negotiation of new distribution channels with national and independent accounts in key Texas

markets, securing nearly 4,700 new retail locations and facilitating a fast entry and sustainability in the

market place.

• Led the conceptualization and execution of “Living in HD” Panasonic branding and retail campaign

with key consumer electronics retailers, selling over 4,800 1080p HD/ 50” plasma TV’s.

• Produced and launched a multi-channel communication and retail promotional campaign to support

AlEn Americas with the expansion in the U.S. Hispanic market (leading household cleaning product in

Mexico/Cloralex, Pinalen, Ensueño and Festival brands). Campaign propelled distribution in Wal-Mart

and strong brand adoption within the Hispanic female consumer.

• Introduced a new Lead Management/CRM system that enabled Billetel a MasterCard prepaid brand

in the introduction of new national and international sales channels, providing strong sales pipeline in

synergy with field marketing activations and facilitating market visibility, sales process optimization

and campaign measurements/ROI analytics.

THE INTEGER GROUP -Houston, Texas

Full-Service Advertising/Retail Marketing Agency

Account Supervisor-Texas Market 10/2003 to 1/2005

COORS LIGHT (Client)

Led the development and execution of market development, distribution and local marketing to maximize

brand awareness, distribution foot print, and establish solid market share for Coors Brewing Company

brand portfolio. Managed local media, promotions, events and grass roots activations. Developed

synergistic activations and seasonal push and pull programs with Key retail and distributor partners.

Managed and mentored a team of 6 Field Marketing Managers and 30 Brand Ambassadors.

Selected Accomplishments:

• Successfully designed and deployed brand activation campaigns, seasonal retail promotions,

collateral, local media, sponsorships, ooh, co-partnership events and consumer interactive

promotions that increased sales, distribution foot print and consumer adoption in the Texas market.

• Expanded distribution foot print by 28% by leading Coors Regional Managers and key Distributors to

place synergistic push and pull programs with national and independent retail accounts.

• Earned commendations from Coors executives for communication and local promotions deliverables

that targeted desired audiences, maximized reach and articulated the value of products and services

within the targeted segments.

• Instrumental in the conceptualization and execution of the national Hispanic brand sponsorships of

CHIVAS de Guadalajara Soccer promotion and Tigre’s Del Norte concert tours, creating strong brand

awareness and reach, retail traffic and resonance with the Mexican male/new arrival consumers.

GRAPELINKS INC/BAREFOOT CELLARS – Houston, Texas

California Wine Producer & Marketer

Regional Sales & Marketing Manager-Southwest 1/1998 to 10/2003

Developed and managed the regional marketing and distribution objectives of a multi- state territory.

Developed advertising, branding, PR, and retail promotional strategies to maximize distribution foot

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Eduardo Losa Resume

print, market rotation and consumer brand adoption. Managed and mentored a full size Local

Marketing/Sales team and Promotions/Ad Agency.

Selected Accomplishments:

• Launched chain authorizations with newly developed package and open distribution sales channels

with Wal-Mart increasing market share by 27%.

• Assumed a lead role in pitch team meetings with HEB/Albertsons/Kroger due to strengths in

presentation and negotiation skills, and helped close major retail accounts.

• Developed turnkey consumer promotions, and local advertising strategies; crucial in the development

of strategic sales channels that maximized distribution footprint in key markets.

• Effectively developed all regional and local promotions, advertising campaigns, PR, field marketing,

seasonal sales, merchandising strategies and product launches for on and off premise sales channels

in the region.

• Led the conceptualization and development of highly targeted consumer promotion strategy that

effectively positioned our brand with our primary target audience, increased fast shelf lift and brand

adoption within the female consumer.

• Recognized for consistently increased sales and for leading the authorizations of new distribution foot

print on major grocery chains.

GLAZERS WINE DISTRIBUTING – Houston, Texas

Leading Distributor of Wine and Spirits

Area Sales & Marketing Representative 1/1996 to 1/1998

Managed and met sales, marketing and distribution foot print objectives for a multi-line domestic and

international wine portfolio in the Houston market. Served as the primary leader for all local

advertising, events, field marketing, retail promotions and product launches.

Selected Accomplishments:

• Effectively executed all national and local field marketing programs that droved profitable sales results

and market share expansion in my market.

• Introduced highly targeted retail promotions and local awareness campaigns that enhanced fast

market rotation in HEB, Kroger and Specs off-premise accounts.

• Consistently increased awareness, sales and new distribution foot print in major grocery chains and

independent accounts.

Education: Universidad La Salle -Cancún México 1993-1995

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Eduardo Losa Resume

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