Manager Vice President

Rafael M. de Guzman... OPTIMIZING RESULTS WITH VISIONARY LEADERSHIP AND INNOVATIVE SOLUTIONS

C: 305-***-**** • Coral Gables, FL • H: 305-***-**** • ******.********@*****.***

www.linkedin.com/pub/rafael-m-de-guzman

Senior Management Executive (Chief Executive Officer, President, Chief Marketing Officer) with an impeccable record in delivering increased shareholder value and competitive advantage through innovative solutions that increase revenue, boost profits, and build brand equity. Visionary strategist with an entrepreneurial spirit and a history of inspiring breakthrough thinking and devising creative approaches to complex organizational problems.

More than 15 years’ success providing operational leadership to multi-country operations, redesigning business models, executing mergers, instituting metrics, and enhancing financial performance.

Built the Nike Brazil operation from the ground up and made profitable in one year. Nike Brazil is projected to be the company’s second largest subsidiary after the US during 2013.

Improved internal processes and enhanced marketing capability throughout career.

Marketing expert elevating the performance of some of the world’s most iconic brands, including Motorola, Nike, SC Johnson, and Perdue.

Introduced a social media strategy that increased Brightstar’s Twitter followers ~300% in 90 days.

Conceived and launched a marketing strategy that differentiated Motorola and facilitated product customization and introduction of lower-tier phones in Latin America.

Multicultural leader with a talent for identifying, mentoring, and training future business leaders. Fluent in English, Spanish, Portuguese; Conversational French.

Core Competencies that Drive Competitive Edge

Strategy Development and Business Planning

Business and Infrastructure Models

Start-ups, Mergers and Acquisitions

Multimillion-Dollar Profit and Loss Management

Marketing and Brand Differentiation

Creating Strategic Alliances

Project Leadership and Process Improvement

Talent Selection and Leadership Development

A Career of Maximizing Company Potential and Shareholder Value

CONSULTANT, Miami, FL 2012 – Present

Guide executives and organizations through new business ventures and development of value propositions and execution strategies. Help companies establish a presence in the US and Latin America. Create advertising, marketing and brand identity concepts and campaigns aligning them with overall marketing and sales objectives.

Commissioned by a Spanish company specializing in trade marketing and advertising to establish operations in the US and Latin America. Create an overall business plan and strategy, establish legal entity, select site, find local talent, and develop relationships.

Engaged by a security industry company to assess the viability of establishing operations in Mexico and Brazil.

Selected to consult with a university-sponsored trade commission charged with promoting business in Brazil.

BRIGHTSTAR CORPORATION – World’s largest specialized wireless distributor and services provider with > $5.5B in sales. 2011

CHIEF MARKETING OFFICER, Miami, FL

Hired to establish and provide leadership to the global marketing function as the company prepared for its IPO.

Key contributor in creating the S-1 document and redesigning the webpage for the IPO.

Introduced social media and mobile marketing plans within event marketing.

Over 90 days, campaign generated over two million Twitter Impressions and increases of ~300% in Twitter followers, 22% in mentions of Brightstar, 66% in microsite and YouTube views via 12 videos.

Created the marketing strategy for the launch of a Mobile Retail Chain focused on the Hispanic market in collaboration with Verizon, Moorehead Communications, and the actress Jennifer Lopez.

Secured $250K in sponsorship from customers in six weeks for the first Global Management Meeting.

DRAFTFCB – One of the largest global advertising agency networks operating in 102 countries. 2006 – 2010

SENIOR EXECUTIVE ADVISOR, LATIN AMERICA AND MEMBER GLOBAL OPERATING COUNCIL, Miami, FL (2010)

Provided strategic direction and transitioned the Latin America headquarters from Florida to Brazil.

Transferred clients with zero business disruptions while maintaining positive relations and reputation.

C-level clients included SC Johnson, Beiersdorf-Nivea, Kraft, Sky/Direct TV, Polar, Bimbo, Coors Beer, Liverpool, and the Nestlé/Fonterra joint venture Dairy Partners America (DPA).

Collaborated with global CEO on development of a new organizational model for international regions.

Hired and mentored new general managers and creative directors recognized as top contributors.

PRESIDENT LATIN AMERICA AND MEMBER GLOBAL OPERATING COUNCIL (2006 – 2009)

Chosen to provide leadership to the combined Latin America division post-merger. Directed 900+ employees in 21 countries; P&L, more than $1B in media billings, and $100M in revenue.

Grew profit margin to 14% from single digits by launching an innovative business model focused on the five most profitable operations; decreased risk and improved financial reliability and customer satisfaction.

Turned Latin America into the most profitable international division, exceeding budgets (2008 – 2010).

Hired highly skilled creative staff and elevated the division to the Top Five of all creative networks.

Positioned the company to be a leader in digital and new communication spaces by launching a strategy to develop digital and shopper experience capabilities.

One of six senior FCB leaders developing strategy and creating the organization structure and product development process for the newly integrated company.

FOOTE, CONE & BELDING – One of the 10 biggest global advertising agencies; merged with DRAFTFCB in 2006. 2002 – 2006

PRESIDENT AND CHIEF EXECUTIVE OFFICER, LATIN AMERICA, Miami, FL (2002 – 2006)

Sought after to return to Foote and provide leadership to the Latin America region with 23 countries. Member of the Global Operating Council influencing strategic direction. P&L accountability.

Doubled operating income before interest (2004) and delivered significant margin improvement.

Drove productivity and efficiency improvements by creating centers of excellence and implementing the first formal performance management processes, business metrics, three-year strategic plan, and third-party customer satisfaction surveys.

Spearheaded the worldwide effort that won the ~$25M Motorola Global Interactive Business.

Led new business efforts representing ~$22M, including FIAT, Radio Shack, TACA Airlines, Kaiser Beer, Kuat (Coke), Polar, and Revlon. Saved the Weight Watchers and Fonterra accounts (~$2M in revenue).

MOTOROLA INC. – A $30B+ global leader in integrated mobile communication solutions. 1999 – 2002

VICE PRESIDENT AND GENERAL MANAGER,

PERSONAL COMMUNICATIONS SECTOR LATIN AMERICA (PCS), Miami, FL (2001 –2002)

Selected to turnaround the underperforming region comprised of 50 countries, Miami Headquarters, and 700+ regional employees. Accountable for regional P&L and $900M in annual sales.

Reversed a losing trend, improved $200M in profit before tax, and generated profit in 18 months.

Grew market share to 34% (18-point increase) returning Motorola Cellular Phones to market leadership, even with the economic collapse of Argentina and Venezuela.

Restructured the region, changed the market strategy and distributor model, created a culture of accountability, and almost doubled Customer Satisfaction Ratings (35% to 68%).

VICE PRESIDENT AND GENERAL MANAGER,

MARKETING OPERATIONS, PCS LATIN AMERICA, Miami, FL (1999 – 2001)

Recruited as General Manager and promoted within four months to Vice President. Directed brand marketing and communications with a team of 31; co-led product marketing and administered a $75M budget.

Relaunched target brands that made Motorola the undisputed market share leader in mid and high-tier product segments. Introduced product customization.

Outscored competitors in Brand Equity Measurements the only region to achieve this.

Spearheaded a multi-country new product operations approach saving $800K annually.

NIKE, INC. – The world’s largest sports and fitness company with $19B+ revenues and operations in 160 countries. 1995 – 1999

GENERAL MANAGER, NIKE DO BRASIL, Sao Paulo, Brazil (1997 – 1999)

GENERAL MANAGER, LATIN AMERICA AND SOUTH AFRICA PARTNERS, Beaverton, OR (1995 – 1997)

Championed and entrusted with the launch of the Nike do Brasil start-up, from initial strategic plan through launch and profitability, during an economic crisis. Led all business operations with full P&L.

Drove profit to $1.8M (5.2% of revenue) in first year by developing a new operating model that overcame resistance to the original launch plan and became the standard for Nike’s entry into emerging markets.

Won support from Brazilian consumers who originally responded negatively to Nike’s sponsorship of Brazil’s National Soccer Team by launching the locally integrated “Nike is Brazil’s Greatest Fan” campaign.

Grew distribution revenue 30% to >40% (representing $80M) by establishing a partnership approach that motivated distributors to mirror Nike strategies and processes.

Avoided the loss of a key South African bank partner, serving as liaison between Nike and the bank, regaining confidence, and delivering a plan that produced a satisfactory bank ROI and made Nike profitable.

Additional Experience Highlights

FOOTE, CONE & BELDING, Madrid, Spain

GROUP VICE PRESIDENT VICE PRESIDENT CO-GENERAL MANAGER GENERAL MANAGER

Orchestrated the mergers of Publicis and Arge with Foote, Cone & Belding.

Grew the Allied-Domecq account from $1M to $10M in less than three years.

MFP HISPANIC (acquired by J. Walter Thompson Hispania), New York, NY

VICE PRESIDENT MANAGING PARTNER

Instrumental in creating the first Hispanic agency network in the US.

SCALI, MCCABE, SLOVES, INC., New York, NY

VICE PRESIDENT GROUP ACCOUNT SUPERVISOR

Contributed to the strategy that differentiated and positioned Perdue Chicken as a superior poultry brand with a 10% premium price.

NORMAN, CRAIG & KUMMEL, Madrid, Spain

GROUP ACCOUNT SUPERVISOR, Madrid, New York and San Juan

Led the merger of Norman, Craig & Kummel with Foote, Cone & Belding

Education and Professional Qualifications

BS, Major: Marketing and Minor: Fine Arts,

Cum Laude, Beta Gamma Sigma Honor Society, Boston College, Chestnut Hill, MA

Highlights of Professional Development: VP Institute, Motorola University; Motorola Senior Executive Program, Kellogg School of Management; FCB Senior Management Program, Sterling Institute

Personal: Understudy to Raul Julia in the Tony Award-Winning Musical “Two Gentlemen of Verona”

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