CARMEN E. GARCIA
SUMMARY OF QUALIFICATIONS
Results-oriented leader with over 25 years of experience in roles of progressively increased responsibility, and a proven record of accomplishment in developing business strategy, managing marketing, brand and corporate communications efforts in a corporate structure. Domestic and international experience in managing high-profile national and global programs generating measurable results with a sensitivity to and awareness of cultural differences. Proven familiarity with USA, Canada, Latin America and Caribbean regions, B2C, retail and B2B marketing.
Strong business acumen with the ability to translate company strategy and financial performance into clear and concise messages that engage audiences and drive sales.
Classically trained CPG marketer with solid experience in brand management, strategic planning, development and execution of marketing communications. Brand champion with proven record in repositioning, new product launches. Sets solid strategic priorities for the business and aligns resources accordingly. Outstanding at managing multiple agencies, licensing and third party negotiations. Excels in marketing strategy and thrives on creative development and integrated media strategy. Passionate and knowledgeable about digital and social channels with demonstrated success across platforms.
Proven strong leader and manager of managers. Effectively manage people remotely across diverse geographies, regional teams in global and matrix structure. Successful coach leading to promotions.
Expatriated in Brazil for three years. Expert in working with global and regional teams, virtual and cross-functional work. Fully tri-lingual in Spanish, Portuguese and English.
MERCADI CONSULTING 2015-2016
Managing Partner and Founder
Provide Marketing and Communications consulting services to clients with focus on Marketing Strategy, Brand Management and Marketing Communications.
Retained by Johnsonville Sausage, LLC, U.S. leading brand of brats, to spearhead marketing effort for national launch of the new Johnsonville Sizzling Sausage Grill in May of 2016. Developed business case, strategic marketing plan to enter indoor grill category with emphasis on direct to consumer marketing strategies and tactics using DRTV media (infomercials), social media, website, email, and events.
WORLD FUEL SERVICES, Global Headquarters, Miami, FL 2012-2015
Global Director of Marketing & Communications
Lead marketing communications for WFS, (NYSE:INT) Fortune 70 multinational company with over $43B in revenue. Brand steward and champion. Spearheaded all corporate marketing, branding, trade shows and events, digital, public relations, communications, investor relations and Mergers & Acquisitions. Proven experience in crisis management and media management. Manager of managers, with 6 direct reports. +$43B in Sales, $4M Marketing budget
Identified opportunity to create and implement brand guidelines for 40+ brands in WFS Portfolio. Led team in the development of brand guidelines, including logo, graphics and messaging. Created trademark registration roster and process to register or renew brands globally.
Led communications in Lac-Megantic accident crisis in July 2013, including initial crisis assessment, development of communications plan, media management. Identified and on-boarded Fleishman-Hillard to provide Public Relations counsel, including approach with media, company statements, etc. Managed all media inquiries, including wire services and major news outlets. Developed crisis specific company statements for wfscorp.com and iWorld (WFS intranet) and coordinated swift deployment.
Carmen E. García CV - Page 2
SPECTRUM BRANDS, Russell-Hobbs division, Miramar, Florida 2008-2011
Senior Director of Marketing - USA & Canada
Lead US and Canada marketing for portfolio of small kitchen appliance brands including George Foreman, Black & Decker. Manager of managers, team of 23, with 6 direct reports. +$600M in Sales, $10M Marketing budget
Reverted declining trend and grew George Foreman brand dollars sales by +30% in one year, with share increase by +4 p.pts. Developed new positioning and strategy for growth in adjacent categories. Partnered with Sales to present brand plans to all key Retailers.
Led world-class RFP process for Agency of Record (AOR), setting agency selection criteria and establishing process. Presented recommendations to both CEO and President.
Led Zimmerman and Fleishman-Hillard to create new integrated communications plan for George Foreman, with innovative drive periods and media vehicles. Produced 3 campaigns with 5 new TV ads, new print & digital ads. Drove media strategy & planning for breakthrough annual media plans. Established new communications target and formulated media index for increased target effectiveness and cost efficiency. Tested new media vehicles and created new media tracker.
Pioneered social media with Blogger Outreach and Facebook. Grew fan base organically to surpass competitors in 2 months.
Managed licensing relationship with Black & Decker Corp. and Farberware, Inc., including contract negotiations. Led cross-marketing programs with licensees.
SHELL OIL PRODUCTS - RETAIL, Miami, Florida 2002-2008
Brand and Communications Manager, Latin America. Senior Director regional position, reporting to Global head of Brand. Led Marketing in Latin America over +5.7K Shell gas stations, including all Fuels brands and Convenience Retailing. Manager of managers, 3 direct reports with total team of 19. +$18B in Sales, $16M Marketing budget. Expatriated in Brazil for three years.
Managed ad agency J. Walter Thompson, media agency MediaCom, and PR agency Edelman. Led annual fee negotiations and evaluations process in 15 countries. Analyzed processes to reduce fee and increase efficiency, Global best practice, $1.1 M yearly savings.
Led Shell brand repositioning in Argentina after President N. Kirchner boycott in 2005, achieved pre-boycott Brand Share of Preference, reversed sales decline of 70%. Led market research study that identified impact on brand and recommended $4MM integrated communication campaign, including new TV & print ads and integrated national promotion. Gained full alignment and support from Global Brand head. Received Global award.
Led Shell’s sponsorship of Ferrari in region, including Brazil’s yearly participation in F1 Grand Prix. Developed ad campaign for V-Power, ticket negotiation, logistics for VIP room, Grandstand and Saturday night show, with 2500+ guests, generated press coverage equivalent to $10MM.
Revolutionized Brazil approach to media buy via JWT by applying local overlay on national plan.
Led yearly LA media audit and auditing process to ensure efficiency with Shell team in London
Launched V-Power gasoline in Guatemala, El Salvador, Nicaragua and Panama with ground breaking regional media plan that increased reach. Grew gasoline volume by +15%.
Created Valor Shell training program to implement Customer Value Proposition (CVP) in service stations, deployed in 11 countries, trained +15K Dealers and Site Staff. Improved housekeeping and customer service scores by 22 percentage points.
LUCENT TECHNOLOGIES, Miramar, Florida. 2000-2002
Regional Marketing Manager, Caribbean and Latin America.
Marketed 3G technology applications for Verizon wireless affiliates in Venezuela, Dominican Republic and Puerto Rico. Identified third party partners & co-marketing programs.
Spearheaded segmentation analysis and provided recommendations to Global Senior Management on targeting customers and marketing department re-structuring.
Carmen E. Garcia CV - Page 3
COLGATE -PALMOLIVE COMPANY, New York, New York. 1998- 2000
Product Manager, U.S. Toothbrush New Products. +$40M in Sales, +$9M in Marketing budget
Led Colgate Actibrush national launch, record share in only first 4 weeks after launch.
Set advertising strategy with Young & Rubicam, including new TV & print creative and multi-media plans. Led advertising test to validate use of UK TV commercial, developed US creative.
Led strategy and execution of national consumer promotions that integrated merchandising, channel-specific displays, in-store advertising, with trial offer and educational materials.
Led all consumer research initiatives, including product and advertising testing.
Directly supervised and trained an Associate Product Manager.
Associate Product Manager, Colgate Toothpaste. Successfully developed and implemented consumer promotions for #1 toothpaste brand. +$500M in Sales, +$100M in Marketing budget
Pioneered promotional strategy to target FSI’s (free standing inserts) by market to increase effectiveness of $23M program and attained record high shares with annual savings of $3M.
Directed Agency.com breakthrough banner campaign, online media buy and promotion.
Assistant Product Manager, Colgate Kids Toothpaste. +$30 M Sales, $3M in Marketing Budget
Created proposal, negotiated and won new licenses from Mattel, Lucas Film, Warner Brothers, Lyrick Studio. Managed relationship with all four licensors.
Simultaneously managed established kids brands and launched Barbie and Star Wars toothpaste, achieving #1 dollar share in Kids’ segment, sales +94%. Led all aspects of national launch: product development, pricing strategy, point of purchase materials. Colgate Barbie launched globally.
NABISCO BISCUIT COMPANY, East Hanover, New Jersey 1997-1998
Associate Brand Manager, Chips Ahoy! #2 cookie brand in U.S 350M Sales,+$9M Marketing Budget
Developed Chips Ahoy! Chipless Cookie Quest integrated national promotion. Led FCB on new TV commercial and print ad, set media objectives and approved media plan. Pioneered account-specific instant-win tying-in to national promo. Exceeded share objectives by 10%.
Recommended strategy for Chips Ahoy! website. Directed Internet agency on execution.
Summer Associate Brand Manager – Kids Cookies (Barnum’s, Teddy Grahams) Summer 1996
Developed on-line strategy and plan for Nabisco World Website.
PROCTER & GAMBLE, San Juan, Puerto Rico 1992-1995
Department Manager – Financial Analysis
Created and managed P&L’s, budgets and forecast for Laundry and Hair Care categories.
Led financial analyses for LA hair care regional sourcing, with Mexico, Venezuela and Canada plants.
Developed a Downy brand Recovery Plan for Puerto Rico, improved profit margins from -13.9% to +1.0% and increased sales by 36%, and share by 8 percentage points.
Completed first-ever strategic competitive analysis of Lever/C-P detergent business.
Directly supervised and trained two financial analysts.
INDIANA UNIVERSITY – Bloomington, IN 1995-1997
M.B.A., Marketing GPA 3.5/4.0 Full merit fellowship Consortium for Graduate Study in Management
GEORGETOWN UNIVERSITY, Washington, DC 1988-1992
B.S.B.A., Double major Finance & International Management, minor Latin American Studies
Magna Cum Laude GPA 3.7/4.0 Received Dean’s Citation for outstanding leadership in university.
National Hispanic Scholar (1991-92)
Languages – Trilingual in English, Spanish and Portuguese, knowledge of French.
US Citizen, expatriated in Dominican Republic and Brazil.
Professional Awards: 1999 Mattel Barbie best licensee, 2004 Marketing Award Brazilian Assoc. Marketing
& Business (ABMN), 2005 Premio Top de Marketing Brazilian Sales & Marketing Directors Assoc. (ADMB)