Marketing Sales

RITA ELENA ESTRADA

***** ******* ******* **. ***.482. Weston, FL 33331

Home: 954-***-****

Mobile: 954-***-**** Email:

abob2a@r.postjobfree.com

SENIOR MARKETING PROFESSIONAL

Innovative customer-oriented marketing executive with an established and

remarkable record of successful performance in complex markets for Fortune

100 corporations. Extensive experience in marketing consumer products and

services, developing and implementing strategic brand and corporate

platforms, building image, volume, share and profits. Decisive, effective

team approach, outstanding communication and negotiation skills. Built a

corporate marketing organization from scratch in less than one year in a

business culture where marketing and branding concepts were foreign. Best

at analyzing slumping sales and declining market share symptoms and

prescribing not only marketing, but also sales remedies. Spent several

years consulting and teaching marketing at the graduate level. Received

London Festival Media Award for creative development in advertising in

2002; earned the 2001 Verizon Performance Award. Completely bilingual in

English and Spanish.

PROFESSIONAL EXPERIENCE

Infomentis LatAm & Caribbean / CTA Partners, Ft. Lauderdale, FL USA

2009 - Current

Latin America Consultant and Training service partnering with Infomentis-

TAS Group USA

Senior Marketing Consultant - Independent Advisor to Business & Research

Agencies

Delivers configurable programs for training and performance improvements to

Latin American and Caribbean clients to help them more effectively attract,

retain and leverage their customers to achieve bottom line results.

. Integrate bilingual seminars, workshops, and strategic consulting

services and collaborative tools into a unique solution to address the

needs of clients.

. Provide tailored key marketing strategies and organization changes to

meet client's high growth objectives.

. Develop and effectively communicate the structure for individual project

presentations and materials.

. Build up marketing research with customer-focus, reviewing quantitative

and qualitative data analysis.

WESTERN UNION, Sunrise, FL USA

2007 - 2009

Global leader in Money Transfer services

Senior Marketing Manager US Outbound - South America

Accountable for the overall performance of the US money transfer business

for 11 South-American countries worth over $5 billion. Drove and led

national and regional marketing plans, including consumer research,

competitive analysis, pricing and communication strategies to drive new

customer's acquisition and frequency usage across the US.

. Led the creation and implementation of US Hispanic marketing plans

focused on Brazilian and South American immigrants improving Brand

loyalty and increasing market share despite higher pricing and slowing

economy.

. Initiated and led recurrent customer research and analysis pursuing

targeted initiatives by DMA and cities resulting in a 7% revenue growth.

. Built and leveraged partnership and alliance Promotions with related

brands, and institutions develop appropriate collateral, training and

sales materials that delivered a 5% increase in frequency usage and 15%

of new customer's acquisition within cost effectiveness.

. Worked closely with Sales team implementing and monitoring the

development of ethnic agents through surrounding retail-marketing

activities, and maintained a 35% of gross profit in a highly competitive

marketplace.

. Built a strong, supportive, and trusted relationship with four complex

regions of the South American team by emphasizing goal achievement,

budget accountability, and team collaboration resulting in two

Accelerators awards for 2008 business results.

Zales Meat, Hialeah, FL

2005 -2007

Meat processor plant and Food Retailer

Marketing Director

. Move to Florida, USA and support a family business. Established marketing

and merchandising concepts and retailing strategies in order to compete

in a very aggressive and diversity marketplace. Conducted B2C cross-

culture programs with internal creative resource and with a limited

budget.

. Develop company website and social media initiatives that substantially

enhance the clients base.

. Won Entrepreneur 500 Small Business award 2006.

COCA-COLA Company, S.A., Caracas- & Costa Rica 2002 - 2005

Leading marketer of eight non-alcoholic beverage brands and partner for

local bottlers and distributors.

Marketing Director, Venezuela & Colombia

Led the advertising, media planning, research, promotions, and new product

development for sales of $65M in Colombian, Venezuelan and Central America

territories for nonalcoholic beverages. Managed a marketing budget of over

$25M and reported to the Regional General Manager.

. Increased market share by 15% and "favorite brand" by 10% in less than

two months by developing an "emotional connection" marketing strategy

between the Coca-Cola brand and its consumers that enabled users to

identify CC with traditional, cultural values, employing internal and

external creative resources.

. Launched and headed a successful new global marketing campaign for CC in

less than one month in spite of a critical shortage of materials and

depressed market. New campaign achieved 55% over sales estimate and

generated 50 articles in marketing publications and more than $250,000

worth of press coverage in the three months.

. Faced with -50% sales due to political crises, renegotiated existing TV

advertising contracts that reduced purchase commitments by 35%. Coca-Cola

was the only company to obtain this concession from the TV stations.

. Led and supervised more than 20 people covering all Marketing fields as

well as two countries' business, responsible for internal and external

communications.

Cantv (Verizon), Caracas 1998 - 2002

Largest private company and leading provider of telecommunications services

(wireline, wireless & Internet); Verizon's majority shareholder with

consolidated revenues of $1.95B and EBITDA of $600M.

Director of Marketing, Advertising & Branding

Reported directly to COO as the first Corporate Marketing Director.

Responsible for introducing "the basics" and managing an annual marketing

budget of over $100 million.

. Conceived, conducted and delivered a re-Branding process for Cantv

directing one year of research, analysis, bids and approvals process; one

year later, won first place in an independent study as the brand with the

highest awareness.

. Customized an international customer satisfaction research tool and

spearheaded the ACSI process that changed Cantv's internal paradigm on

customer's profiles and measurement.

. Achieved the highest telecom brand awareness and the second best baseball

season brand sponsorship by managing below-the-line sport promotions and

events resulting in successful new phone plans for baseball fans (250%

over the sales forecast).

. Redirected a high-investment advertising campaign into a national public

press strategy, employing internal communication resources for writing

local press releases for changing area codes nationwide. Generated 2,500

free first page articles, thousands of first-mentions on broadcast news

in 12-months while improving customer satisfaction by 11 points.

. Created Cantv bundled prepaid calling card business including subsequent

promotions. Increased market share by 30% in one year and reached 250,000

retailers nationwide.

IESA, Caracas 1993 - 1998

Graduate School of Management, one of Latin America's leading academic

institutions.

Professor and Department Head, Marketing Department

Created a department structure that built business profitability and

established marketing discipline as core program. Enhanced fundraising

program with new business relationships.

. Develop a consulting business unit for the School for medium to large-

sized companies generating new scope and revenues

AMERICAN EXPRESS, Caracas 1989 - 1993

Business card franchise and provider of travel, financial and network

services.

Marketing & Planning Director

Led the direct marketing engine encompassing direct mail, telemarketing,

media strategy and member events for card acquisition numbers and quality

assurance. Executed $50M in advertising and promotions.

REVLON OVERSEAS CORP., Caracas 1988 - 1989

Marketing Manager, Cosmetic Division

UNILEVER, Venezuela, Brazil, Argentina and Italy 1983 - 1988

Marketing Manager Personal Care

EDUCATION / PROFESSIONAL DEVELOPMENT

M.B.A., Marketing major, IESA, Caracas,

B.S. (equivalent), Chemical Engineering, Universidad Metropolitana, Caracas

Social Media and Landing Page Optimization Certifications (Marketing

Experiments, JAX,FL)

AFFILIATIONS

MEMORIAL HOSPITAL WEST Care Volunteer (2 days per week)

AMA (American Marketing Association)

National Market Research and Opinion Association

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