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Branding & Marketing Consultant

Boston, Massachusetts, United States
August 15, 2018

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Alexander O. Viteri

*** ********* **., ********, ** 02025

310-***-**** mobile *


Brand & marketing executive focused on driving growth for companies in variety of industries including retail/eCommerce, CPG, manufacturing, technology, and financial services. My perspective comes from 20 years of client-side experience driving sales, profitability, customer loyalty, and brand awareness for start-up, growth, and turn-around companies. EXPERIENCE

VITERI MARKETING – BOSTON, MA & NEW YORK, NY 2012 - Present Started a consultancy to help clients position their brands, define their target market, and differentiate themselves from the competition. Recent projects include:

Brand, Product, and Pricing Strategy, Promoboxx

Led discovery with investors and clients to define opportunities for this retail-focused SAAS media platform. Created a simplified and differentiated brand position, advised on a new pricing structure, and defined new products and services to offer existing clients. Brand, Product, Marketing, and eCommerce Strategy, Bliss Contracted by L Catterton to re-position their new portfolio brand for growth.

• Defined a new brand platform to include a new product architecture based on historical success, new distribution channels, new audiences, and a new pricing structure. Validated brand positioning through primary research.

• Created marketing plan to drive awareness among new audiences and drive a 35% revenue increase within key retail accounts.

• Designed eCommerce marketing and development roadmap aimed at increasing sales by 90% in year 1. Brand & Marketing Strategy, Bayou Steel Group & Valley Joist + Deck Contracted by Black Diamond Capital Management for their new portfolio companies.

• Created brand positioning, developed their year 1 marketing & PR plans, and led website design & development. Client Management, Strategy, & Account Planning, Kepler Group Contracted to lead client management for AXA Equitable, a global leader in financial services and insurance. Managed account across business units (life insurance, retirement, & wealth management) and customer segments with CRM, media, and database services.

• Led strategy for all campaigns and implemented an integrated campaign planning process across the marketing organization.

• Created positioning and launch campaign for for AXA’s new M&A escrow product, Escrow Shield Plus. Client Management, Strategy, & Business Development, Graphiti Associates Led the strategy, business growth, and client management for Graphiti’s three largest clients: Getty Images, Amazon, and AXA Equitable. Improved operational efficiencies and strengthened client partnerships. Added brand development, content/inbound marketing, direct marketing, and social media disciplines to product offering. Created a pipeline of clients that included several Fortune 500 companies.

• Repositioned AXAs contact strategy for life insurance and retirement products from product features to customer benefits. o Drove a 50% increase in email engagement, 150% increase in social engagement, and a 50% reduction in bounce rate.

• Tripled traffic and increased site engagement of -- doubled time spent on site and increased page views by 68%.

• Improved engagement of Fulfillment by Amazon (FBA) content by 50% and reduced bounce-rate of onsite content by 35%.

• Implemented a re-targeting program for FBA that had a 40% conversion rate. Agency, Campaign Planning, & Marketing Operations, Getty Images Led the search for a public relations agency of record in Spring 2013. Led the search for a digital/creative agency of record in Fall 2013.

• Interviewed stakeholders, created objectives & criteria, developed RFPs, interviewed agencies, and coordinated presentations.

• Selected, negotiated scope and rates, and on-boarded Weber Shandwick (NY) and Mullen (Boston).

• Developed a new integrated marketing & campaign planning process for both Getty Images and iStock that aligned internal teams on objectives, improved agency briefings and feedback, reduced agency expense, and improved time-to-market by 33%.

• Reviewed all corporate agency support and delivered a 20% reduction on blended rate of services across all businesses & projects. Brand & eCommerce Strategy, Getty Images

Led the marketing efforts in support of the re-positioning of iStock by Getty Images and the launch of by Getty Images.

• Repositioned and developed the brand platform for the new iStock by Getty Images.

• Advised on price simplification models for iStock’s subscription and per image programs.

• Created the brand & marketing strategy for the global launch of Getty Images’ first direct-to-consumer brand, o Led brand positioning, creative execution, content development, SEO best practices, affiliate marketing, digital re- targeting, social media, promotions, budget development, and staffing. MACY’S, INC. – NEW YORK, NY 2006 - 2012

VP, Merchandise Marketing

Collaborated with store and online merchants to prioritize merchandising messages to create and implement innovative marketing programs that drove incremental sales opportunities for key events, categories, brands, and regions.

• Grew the suit separates business by 150% and increased the customer base by 10% in 1 year by capitalizing on customer analytics.

• Tripled the profitability of the “Fit Matters” Intimates campaigns by implementing a digital & social media campaign to drive awareness among new customers, and by targeting loyal customers with specific offers based on past purchasing behavior.

• Created digital campaigns aimed at driving awareness of new private label brands among Millennial/Gen Z customers. Achieved 40% awareness in just 18 months.

VP, Account Services -- Macy’s Home Store

Collaborated with 7 operating divisions & to execute the Macy’s Home Store strategy across all business channels/regions.

• Increased mattress sales by 22% through media mix improvements and new investments in broadcast advertising and SEM.

• Drove the productivity of “Doorbusters” to achieve an incremental $76 million in annual sales.

• Created the launch plan for the Martha Stewart Living brand and drove it to become the #1 home brand within 1 year. J. JILL GROUP – BOSTON, MA 2002 - 2006

Director of Sales Promotion

Created the marketing strategy that took a small catalog company and grew into a $450 million multi-channel retailer.

• Collaborated with design, merchant, planning, creative, and store teams to create integrated strategies and plans.

• Implemented a key item merchandising strategy that grew comp store and online sales by 12%.

• Created quarterly customer appreciation events that increased customer visits by 33% and units per transaction by over 25%.

• Increased brand awareness through product placement efforts that drove over 200 million media impressions annually.

• Led brand positioning that researched, sized, & defined the target market in preparation for acquisition. Talbots purchased J. Jill for $517 million in 2006.


Director of Marketing Strategy

Positioned Found’s ICaM (Integrated Clicks and Mortar) Solution as an integral part of a retailer’s multi-channel commerce strategy.

• Re-positioned value proposition to prioritize inventory management improvements that led directly to the first 3 client implementations and $10 million in revenue for the company.

• Designed communications strategy aimed at acquisition of the company – company sold to CRS Retail Systems, Inc. MIADORA, INC. – SAN FRANCISCO, CA 1999 - 2000

Director of Public Relations, Miadora and Developed the publicity strategy to position Miadora as a designer jewelry showcase and as the leading value retailer.

• Created product placement opportunities with celebrities: Uma Thurman, Salma Hayek, Margaret Cho, Ethan Hawke, Josh Hartnett, Patricia Velazquez, Rob Thomas, Joe Montana, Cyndi Lauper, and Huey Lewis.

• Drove 70 million media impressions through events and media relations including a designer profile in People Magazine, a partnership with Interview magazine at the Sundance Film Festival, and celebrity placement at the Grammy & Oscar awards. WALT DISNEY COMPANY – LOS ANGELES, CA 1998 - 1999

Marketing Manager, Disney Network Licensing

Developed strategic plans aimed at acquiring licensees, obtaining retailer investment, and growing sales for ESPN and X Games brands.

• Launched ESPN shops at 50 Sears stores while receiving product orders for all doors -- $3 million initial investment.

• Launched X Games products at all Kohl’s, Fred Meyer, May Co. doors -- $2.7 million initial investment WARNER BROS. STUDIOS – LOS ANGELES, CA 1995 - 1998 Marketing & Promotions Manager, Warner Bros. Studio Stores Created and executed marketing plans to drive sales across all channels of business – stores, catalog, QVC, & e-commerce.

• Converted 200 stores into Gotham City to coincide with the theatrical release of Batman & Robin and drove $30 million in sales.

• Negotiated and produced the Looney Tunes Visa check card commercial that was supported with a $20 million media buy. FEDERATED DEPARTMENT STORES – SAN FRANCISCO, CA 1993 - 1995 Marketing Associate, Macy’s West

Recommended media strategies based on customer penetration, customer behavior, and competitive insights.

• Created guidelines and improved efficiency of direct marketing – improved ROI by 100%. EDUCATION


B.A., Mass Communications received May, 1993.

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