Manager Sales

ERWIN SALAZAR

MARKETING PROFESSIONAL

Mobil 832-***-**** u Phone 281-***-**** u email: ********@*****.*** LinkedIn profile: www.linkedin.com/in/erwinsalazar-marketing Strategy & Planning

Innovation process

Shopper Marketing

Advertising & Media

Brand Development

Displays & Packaging

Communications

Marketing KPI, ROI, P&L

Marketing Management

Brand Positioning

Retail & Merchandising

Budget Management

SUMMARY Marketing leader with a record of contributing to business growth by creating and implementing strategies that ignite sales and brand development in alignment with consumer insights, category trends, and corporate objectives. Excel at managing cross-functional and multi-cultural teams. Detail-oriented with advanced analytical and decision-making skills. Solid experience in coordinating with agencies, vendors, internal resources, and budgets. PROFESSIONAL SKILLS

• Sharp strategic vision and marketing planning skills

• Outstanding project management and implementation capabilities

• Business analytics: excel at finding opportunities for growth

• Consumer centric and insight based decision maker.

• Leadership: solid cross-functional team leader & communicator

• Bilingual professional with international experience (English/Spanish) CORE COMPETENCIES PROFESSIONAL EXPERIENCE Customer Development Manager - ALEN USA (01/2017 – 12/2017) Managed all shopper marketing, retail initiatives and communication between Sales and Corporate providing alignment and adherence to processes improving commercial planning, marketing implementation and brand development at retail level.

- Led a dedicated retail merchandising team supporting Sales & Marketing programs.

- Developed shopper engagement programs and promotions for new products, generating brand awareness and strengthening brand equity and developing “Gap Closing” initiatives.

- Display development: improved shopper experience, brand visibility, reduced inventory costs.

- Created alignment and resource optimization by integrating all POS programs from 3 departments (Sales, Marketing, Trade Marketing) into one single Master Promotional Plan.

- Portfolio Optimization: reduced 20% of promotional items and displays catalog.

- Channel Architecture analysis uncovering opportunities (white spaces).

- Improved two Process: 1) Reduced Price & Promo approval from 14 to 5 days, and 2) Improved CPP in key areas: forecasting tool, investment allocation, promotional guidelines.

- Developed Collateral and POP materials ensuring all communication vehicles were aligned with brand positioning, brand guidelines and with advertising campaigns. ERWIN SALAZAR _ MARKETING PROFESSIONAL 832-***-**** Retail Execution Manager - ALEN USA (08/2012 – 12/2016) (Promoted to new position) Successfully developed and implemented the Retail Execution Strategy for ALEN, designed to dominate at the point of sale, accelerate brand development, boost sales, and attract new consumers. This program consisted in conquering the shopper at the point of sale while ensuring timely implementation of negotiations, promotions, and shopper engagement initiatives by coordinating the retail execution for all brands and new product launches.

- Define and implement brand activation programs aligned with Sales and Brand objectives.

- Increased sales by achieving 46% in average sales per store event by improving the execution process, establishing KPIs and optimizing resource management.

- Improved operations and data analytics: created online dashboard to measure daily retail execution (KPIs), providing insights, improving product availability (reducing out of stocks from 4% to 1.8%) and increasing distribution from 86% to 98% (closing distribution voids).

- Improved operations using the “Adizes” methodology resulting in better communication, faster decision-making, optimizing meeting-time between Sales, Corporate and field teams impacting the go to market speed, execution accuracy and time management.

- Develop Social Marketing programs with non-profits supporting Children Cancer research and Health & Education for disadvantaged families via grassroots marketing, social media, web.

- Vendor negotiations and management in the development of special packs and displays.

- Appointed by the CEO to take over and bring to completion the 2017 Commercial Planning Process in the absence of the Sales Director.

Marketing Manager - ALEN USA (06/2005 – 08/2012) (Promoted to new position) I was promoted to create and lead the Marketing Department for the USA and Caribbean markets, defining the marketing strategy for a portfolio of household cleaning and laundry products in 4 categories: in charge of brand positioning, brand objectives, innovation funnel, consumer research, category analysis, forecasting, advertising, P&L and retail execution.

- Led team of brand managers deliver consistent growth: +8% sales growth in 2009, +24% in 2010 and double-digit growth for the top 2 brands in 2011& 2012: Brand #1 +19% & +27%, Brand #2 +38% & +11% respectively.

- Successfully created advertising campaigns using traditional and digital media, created guerrilla marketing and shopper programs to attract new consumers and support Sales programs that achieved brand visibility and trial.

- Managed all external agencies (creative, strategic, consumer research, etc.)

- Development and implementation within time and budget of different social media campaigns and corporate website development, and brand and promotional websites)

- Expert at analyzing category and competitive dynamics, syndicated data, consumer trends, pricing and promotional strategies, brand positioning, consumer targeting. Previous positions:

Marketing Manager – Amway Multilevel marketing (Mexico, Central America & South America) Head of the marketing department (product management, collateral materials development, catalogues, communications)

Product Manager - Marcatel: Telecommunications Services,. In charge of product management and development for Calling cards, 800 numbers and created the strategy to implement a network of independent distributors for our telecom services. Brand Manager – BAMEX Apparel Company. Monterrey NL, MX. Managed Pants & Casual Shirts lines, Duties: season collections development, demand planning, purchasing, inventory. Retail Merchandising Manager Trainee. JC Penney (Tucson, AZ) retail operations, budget management, purchasing, inventory control, staff supervision, and profitability. ERWIN SALAZAR _ MARKETING PROFESSIONAL 832-***-**** EDUCATION B. A. in Marketing

Tecnologico de Monterrey ITESM

(Monterrey, Mexico / May, 1993)

CERTIFICATIONS &

COURSES Diploma: Dimensions of Professional Selling

Carew International (Houston, TX / Oct, 2015 – Sept, 2016) Diploma: Price Management

Tecnologico de Monterrey (Monterrey, MX / Jul, 2009 Certification: Project Management

Tecnologico de Monterrey (Monterrey, MX / Mar-Aug, 2004) Diploma: Management Leadership Improvement

ICAMI (Monterrey, Mexico / Jan-Dec, 2001)

Diploma: Management Development

Tecnologico de Monterrey (Monterrey Mexico / Jan-Aug, 2000) AWARDS & HONORS Online Advertising

Campaign

W3 Gold Award Winner / 2006

Looking forward to hearing from you!

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