Manager Sales

SAUL TENA **** Brickell Ave. Apt #****, Miami, FL. 33129. 469-***-**** ********@*******.***

SUMMARY Marketing professional with eleven years of consumer and strategic marketing experience in Latin

America. Proven expertise in developing launch strategies for million dollar brands/ products with both

CPG and Telecom Corp. In-depth understanding of Latin American/ Hispanic consumer- markets. Solid

expertise in cross cultural people management. Fully bilingual (English/ Spanish). Green Card Holder

(U.S. Legal Resident)

EXPERIENCE NOKIA LATIN AMERICA, Miami, Florida 2004-2009

Operator Channel and B2B Manager Latin America Region 2008-2009

Led Total Channel Offering negotiation with Telcel Mexico, Telefonica Espanola Mexico and Central

America resulting in Post Sale and Retention Marketing Programs of USD $1,500,000.

Developed and implemented post sale marketing support strategy for Nokia Flagship Store Mexico City

reducing repair time by 50%.

Spearheaded ‘Loaner Program Strategy’ for Nokia Flagship Store Mexico resulting in 100% coverage of

end consumers with faulty handsets. (30 p.p better than the objective)

Created and deployed Nokia LTA Recycling Program with operators in Mexico, Argentina, Chile, Colombia

and CARICAM achieving 95% collection points coverage (35 p.p. better than the objective)

Marketing Manager Latin America Region, 2004-2008

Implemented and managed USD $120,000,000 Marketing Investment Strategy for Latin America (LTA).

Spearheaded LTA Annual Marketing Plan proposal including consumer, media investment and ROI

analysis for three Business Units resulting in USD $70,000,000 budget approval from Global HQ.

Created LTA Country Marketing plans that achieved 32% market share.

Developed and implemented marketing and communication strategy for High End and Professional

segments producing USD $185,000,000 2005 net sales. (Brazil, Mexico, Colombia and Argentina).

Developed and implemented marketing, advertising, and media strategy for CDMA products in Venezuela

and Brazil accounting for LTA 20% total net sales year 2005.

Created and presented mid- price handset ‘ 6125- Sell In Strategy ‘ to Argentina and Chile retailers

resulting in USD $ 1,500,000 net sales.

HEWLETT PACKARD LATIN AMERICA, Miami, Florida 2003–2003

Summer Intern while pursuing MBA, e-Consumer Services, Imaging & Printing Group

Created new development strategy for HP e-community resulting in USD $ 60,000 savings.

Developed the first consumer segmentation model for HP e-support consumers in Latin America.

Analyzed HP’s research requirements translating them into Master Research Program for 2004.

Generated and implemented a quality evaluation system for HP e-community and chat room.

Directed e-consumer support coordinators for Spanish and Portuguese online communities.

KRAFT FOODS, Mexico City, Mexico 1997–2002

Brand Manager 2001– 2002

Generated USD $25,000,000 in sales for Nabisco’s crackers with a USD $3,500,000 budget investment.

Built and executed Ritz promotions strategy establishing sales growth of 74% vs. previous five years.

Achieved a 24% market share growth for Ritz through on-pack promotions and cross merchandising.

Created and implemented Ritz repositioning and advertising strategy providing a 5% volume growth in a

–10% decreasing segment.

Led multifunctional team efforts providing USD $500,000 savings through new Ritz formula.

Received Kraft’s Excellence Distinction for “Best Consumer Promotion in 2001.”

Brand Manager 1999–2001

Developed and implemented Kool Aid’s marketing plans generating USD $17,000,000 in sales with a

$2,000,000 advertising budget.

Conducted Kool Aid revamp strategy establishing sales record of 35% over annual objectives.

Implemented national price rollback program increasing sales by 27% vs previous year.

Built and executed CapriSun introduction strategy representing USD $5,000,000 in revenues.

Assistant Brand Manager/ Category Manager- Trademarketing Assistant 1997-1999

Achieved USD $1,100,000 net contribution and +10% volume growth via trade promotions.

Improved sales forecast model reducing inventory warehousing expenses in USD $1,000,000.

Developed and negotiated USD $500,000 promotions with major amusement parks.

Structured and implemented trade-oriented activities to increase distribution within wholesalers.

FRITO LAY, Mexico City, Mexico

Assistant Brand Manager 1996–1997

Assisted in Salsa Tostitos and Tostadas revamp campaign resulting in USD $1,800,000 in sales.

Led Lay s Potato Chips Multipack launch achieving USD $1,000,000 in incremental sales.

Designed and conducted monthly brand reviews for Lay s Potato Chips and Tostitos.

EDUCATION UNIVERSITY OF DALLAS, GRADUATE SCHOOL OF MANAGEMENT, Dallas, Texas

Master of Business Administration, 2004

INSTITUTO TECNOLOGICO y de ESTUDIOS SUPERIORES de MONTERREY, Monterrey, Mexico

B.A. Degree, Marketing, Summa Cum Laude, 1996

ST. EDWARD’S UNIVERSITY, Austin, Texas

Junior Year Certificate, Marketing, 1995

ADDITIONAL

EDUCATION INSEAD SCHOOL OF BUSINESS, France and Singapore Campus

Strategic Marketing and ROI Tools Diploma, 2006

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