Marketing Manager
Resume:
ANNA ELIZABETH McCARTHY
***********@*****.***.**
Areas of Expertise
STRATETIC MARKETING & BUSINESS PLANNING NEW BUSINESS DEVELOPMENT
PUBLICATION AND MEDIA RELATIONSHIPS MANAGING ADVERTISING CAMPAIGNS
MARKETING MATERIALS DESIGN PARTNERING WITH THIRD PARTIES
TRADESHOW PLANNING AND EXECUTION COMPETITIVE & MARKET ANALYSIS
BUDGET MANAGEMENT
Summary
I consider myself to be a dynamic and versatile marketing executive, with
extensive professional experience and leadership. Results oriented
professional, who accomplishes challenges through excellent organization
and good management of public affairs. Specialized in negotiating with
third parties and sales closing. Diligent, responsible and optimistic,
committed to achieving the company s goals and objectives with honesty and
passion.
Professional Experience
Epic Limousine Services (Sep 2013 - Mar 2014)
Activity: Transportation Services (20 employees) Local Transportation
Company servicing South Florida; with annual estimated sales of $1.6 MM
Dollars
Position Title: Marketing and Sales Manager
Reporting to: Marketing Director
Responsibilities:
Responsible for the growth, maintenance and new business development
for Individual accounts and Corporate Clients
Build strategic partnerhips in current and new markets
Develop price lists and procedures to better respond to market needs
Design and implement promotional materials
Develop and Coordinate top sales representatives
Achievements:
Successfully developed new business accounts which add up to 1/4 of the
companys business.
Professional Experience
Central College Dublin (January 2009-August 2013)
Activity: education (25 employees) International Education Institution
with agents representing it in more than 15 countries; with annual
estimated sales 3 .5 million euros.
Position Title: New Business Development Director for Latin America
Reporting to: Director General
Responsibilities:
Responsible for the growth, maintenance and new business development
for Latin America (currently Venezuela, Chile, Argentina, Colombia,
Uruguay and Mexico)
Build strategic partnerhips in current and new markets
International project management supporting the needs of every
educational agent in each country
Establish close relationships with embassy staff in Latin American
countries
Design and implement promotional activities and materials
Coordinate and participate in Educational Tradeshows throughout Latin
America
Achievements:
Successful service introduction into markets such as: Venezuela, Chile,
Mexico, Argentina Colombia and Uruguay, reaching sales for $3,713,760
Mexican Pesos during the year 2011; equivalent to approximately 232,110
euros.
TRANSFORMER PROTECTOR CORP. (HOUSTON, TEXAS) (May 2008 - December 2008)
activity: Manufacturing (50 employees)
Unique worldwide company, with start-of-the-art technology for avoiding
transformer explosions. Sales over 50 million Dollars a year, with
subsidiaries in France and India.
Position: Marketing Manager
Reporting to: Director General
Responsibilities:
Definition and implementation of the brand strategy
Identification of local and global needs and opportunities, ensuring a
sustainable growth for the company s success
Web Positioning (SEM, SEO)
Negotiation and efficient marketing budget management
Execution and follow up of promotional strategies
Negotiation and portfolio optimization based on detected needs and
opportunities
Development of a segmented communication strategy
Achievements:
20% sales increase in the American market, equivalent to 4 Million
Dollars
100% national coverage attending electrical and energy tradeshows
INDEPENDENT MARKETING CONSULTANT (MEXICO, CITY) (July 2005 - April 2008)
Responsibilities:
Develop and execute new product launches for the brand named "Tank"
Design and implement the first Lingerie Tradeshow named "Expo Lencer a
2007"
Mass media negotiation and advertising campaigns
New business development units for clients such as Warner Music,
Bridgestone/Firestone, Roche Pharmaceuticals, Toshiba, Vitro, Marti
Sports)
Achievements:
Successful Market introduction of the first brand of Chinese
motorcycles called TANK, with the purpose of positioning the brand and
generating brand awarenes
STRATEGIC SOLUTIONS, S.A. DE C.V. (April 2001 - June 2005)
Activity: Services (47 employees)
subsidiary of Maritz Inc., the biggest performance improvement company in
the world, with sales over 1.3 Billion Dollars and presence in more than 42
countries. Mexico s Division became independent in the year 2001,
changing its name to Strategic Solutions. Its sales were in the order of
45 Million Mexican Pesos, according to 2004 forecast.
Position: Marketing Consultant
Reporting to: Director General
Responsibilities:
. Creation of strategic proposals for the company s most important
accounts
. Market needs and opportunities identification
. Periodical internal and external tracking analysis (consumer and
buyer)
. Creation of the company s business portfolio
. Personnel recruitment
. Design brand allignment campaigns to perfect match client s corporate
image with business objectives
. Design and implementation of internal training courses
Achievements:
. 15% new customer base increase; i.w. Toyota and Sherwin Williams
(sales for 4.5 Million Pesos)
. Increased the number of projects handled for Nissan Mexicana in 1.8
Million Pesos (Sales force training programs, Press Test Drives for
Altima)
GASOPLUS DE MEXICO, S.A. DE C.V. - (April 1998 - December 2000)
Activity: Financial Services (70 employees)
Company owned by Williams, energy and high technology producer established
more than 90 years ago in the Norht American market; with an annual income
of 8,100 million Dollars, assets over 16,300 Million Dollars and 20,000
employees nationwide. Formed by 3 large divisions: Pipelines, Energy
Services and Communications, being GasoPLUS a 100% Williams subsidiary with
sales around 8 Million Mexican Pesos only during its first year of
operation in Mexico.
Position: Marketing Manager
Reporting to: Marketing Director
Direct Reports: 1 Brand Manager, 1 Administrative Assistant
Responsibilities:
. Definition and implementation of design and content of PR strategies
nationwide
. Design and implementation of advertising and promotional campaigns for
the company s products
. Creation and supervision of POP materials production
. Recruitment and event logistics
. Efficient budget handling
. Development of long term relationships with vendors and managers,
resulting in preferential treatment
Achievements:
. Design and implementation of a corporate image Pemex-GasoPLUS to gain
brand awareness in more than 1,600 points of sale
. 20% savings, equivalent to 200,000 Mexican Pesos, reached through
successful business negotiations with third parties in the production
of POP materials and Advertising Campaigns
WESTERN UNION (April 1996 - March 1998)
Activity: Financial Services (10 employees)
Company established over 150 years ago. its operations in Mexico started
at the beginning of the twentieth century in partnership with Telecomm
Tel grafos. Today, there are a number of paying agents for the service
called Dinero en Minutos, which allows emigrants to send their moneys home
from the United States to Mexico and viceversa. Sending money from the US
to Mexico represents the 2nd largest income for the country, after
petroleum; amount sent during 1997 was in the amount of 6,500 million
dollars.
Positionn: Marketing Manager
Reporting to: Marketing Director
Responsibilities:
. Design strategy to strengthen relationships with dealers nationwide,
i.e. Elektra Hecali, Tlecomm, Woolworth, HSBC and CMC (buss passengers
service)
. Brand Image unification through Corporate and promotional advertising
campaigns
. Coordination and execution of media plans (ATL and BTL)
. Negotiating contracts with third parties, thus reaching significant
savings in the order of 3.3 Million Pesos
. Continuous monitoring of internal and external market and consumer
conditions in order to better establish communication strategies
. Creation of the annual merchandising plan for Mexico
Achievements:
. Reset brand advertising campaigns through radio and Television, in
order to increase its brand awareness over the awareness of its paying
agents
PEPSICO DE M XICO, S.A. DE C.V. (April 1986 - February 1996)
Activity: Beverages (150 employees) One of the largest companies in Mexico
and the second biggest soft drink industry, with annualized climbing sales
of over 31,854 million Pesos
Position: Brand Manager
Reporting to: Marketing Director
Responsibilities:
. Development and implementation of Brand Strategic Plans
. Design and research innovative programs and marketing concepts
. Support in the relaunch of products; coordinating concept, design and
content of printed materials, displays, etc.
. Review and approval of sponsorhips
. Design and implementation of the first barcode program nationwide
. implementation of the spectacular Pepsi Challenge National Campaign
. Coordination and execution of BTL campaigns, such as the Michael
Jackson s "Dangerous Tour"
Achievements:
. Implantation of a Bar Code System for the correct administration of
the company s products at different distribution centers, thus
reducing product rejection in 90%
Qualifications
2000 - 2001 POS-GRADUATE STUDIES IN MARKETING COMMUNICATIONS
1991 - 1994 BS IN MARKETING
Universidad Tecnol gica de M xico, A.C.
Certifications/Courses/Seminars
2011 The Anglo Mexican Foundation
Teachers Development Course (TDC), Advanced
ESOL Certification
2011 The Anglo Mexican Foundation
CAE
2004 Promoci n Empresarial, S.A. de C.V.
Management Skills Development
2003 Management Center de M xico, A.C.
Recruitment Competency
2002 Consultek Capacitaci n Empresarial
POP
2000 Franklin Covey de M xico
Effective Project Administration
1994 Asociaci n Mexicana de C digos de Producto (AMECOP)
Bar Code Workshop
1993 Instituto Nacional de la Radio (INRA)
Media Workshop
1990 Dale Carnegie & Associates, Inc.
Personnel Development and Customer
Relationships
Software Management
Advanced user of MS Office
Additional Information
2006 - 2007 VP for the Association of Women Entrepreneurs in Mexico
City, Chapter
Cuauht moc
2007 Business Instructor for the National Council for
Culture and the Arts
(CONACULTA)
References
Rocio Dominguez, Epic Limousine Services, 110 South Dixie Highway,
Hallandale Beach, FL 33009, Ph. 786-***-****, ********@*******.***
Evelisa Sotomayor, 110 Montclair Dr, Unit F., Greenwood, SC 29649, Ph.
915-***-****, ****************@*****.***
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