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Jaime Bahamundi

JAIME D. BAHAMUNDI RODRIGUEZ

*-*-* *** ****** de Bayamón, Bayamón, Puerto Rico 00959; Mobile 787-***-****; aceotm@r.postjobfree.com

SUMMARY OF QUALIFICATIONS

Experienced sales and marketing professional with over 20 years leading management functions such as strategic planning,

brand stewardship/architecture/equity building/positioning; product/service portfolio & key performance indicators

management; sales support tools and assets, profitability (P&L management), budgeting, pricing structures, forecasting,

promotional programs, project management Grids, product development, social media, advertising, PR, and promotional

agencies management, both strategic and specific day to day activities; Internet Marketing, media outreach and top notch

supervision proficiencies. Ability to plan and execute, while identifying and addressing business and/or sales-marketing

needs of different natures, consumer/shopper/customers/trade channel behavior understanding, insights definition and

conversion into actionable sales-marketing plans to support company products/services towards demand generation and

revenue uplift.

PROFESSIONAL EXPERIENCE

United Way of Puerto Rico - Marketing & Communications Director (December 2010 – Present); San Juan, PR

• Brand stewardship while engaging on cause/social marketing initiatives that aim to improve lives by

mobilizing the caring power of communities to advance the common good

• Accountable for building impact strategies in education, income, and health as the building blocks to

improve people lives, framing investment product segments and market understanding to connect current and

potential investor aspirations with needs and opportunities

• Accountable for the Organization’s Community Impact communication strategy, market assessment,

brand framework and equity building, corporate marketing activity, advertising and public relations

• As fundraising federation, despite socio-economic turmoil, have driven the creation and execution of

successful workplace campaign concepts, including push and pull efforts to increase social investors penetration

and loyalty levels; Managed to sustain previous year proceeds of $12M, translating into over 1.2M services to

more than 800K people through our 138 affiliated agencies

• Foster and develop channels to engage and connect partners and individuals, dynamics for which media is

key, resulting on publicity and public service coverage valued at over $600K yearly; pinnacle to fuel fundraising

efforts, extending the reach and frequency of messages

South American Restaurants Corp. - Marketing Director (January 2005 – March 2010); San Juan, PR

• Marketing management dynamics to support the leading Church’s Chicken ® brand within QSR chicken segment

(60% SOM) and the Pollo Tropical ® brand, managing different positioning strategies to reduce cannibalization and

overlap

• Accountable for +$120MM sales and over $3MM marketing budget

• Direct supervision of five people staff engaged in areas such as marketing management, media planning/buying (as

department also acts as in-house advertising agency), promotional dynamics, customer service and toy premium planning

and fulfillment approaches

• Deployed new Department structure developing concrete job descriptions, performance appraisal objectives, and

other assessments to improve service levels

• Brand activation initiatives management aiming at demand generation, customer count and ticket average uplift,

while striving for advertising and promotional investment paybacks. Consumer Contests/promotions, product portfolio

management: line extensions, through both new products introduction and/or existing product upgrades, Limited Time

Offers, and value positioning for business growth facilitation

• Created and directly supervised new Customer Service Department, a first within local QSR industry to extend

competitive edge to improve and potentiate customer-brand experience

• Integral part to the extremely successful (referred to as market phenomena) Krispy Kreme Doughnuts ® launch in

Puerto Rico. With limited budget, thru grass root approaches, managed to capitalize on publicity coverage that funneled

into record breaking brand awareness thus ongoing in-store traffic. Puerto Rico ranks among world’s top unit first week

sales ($150K+)

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Jaime Bahamundi

Kimberly-Clark – Regional/Sector Marketing Manager, Caribbean-including Puerto Rico (August 2002 – October

2004); San Juan, PR; Marketing Manager, Puerto Rico Business (September 2000 - July 2002); Family Care Product

Manager (March 1999 - August 2000)

• Infant & Child Care business marketing management and multi-tier portfolio stewardship of HUGGIES ® premium

portfolio and DRYPERS® value brand, developing and delivering marketing strategies to in-market Caribbean brand

activation teams assuring sell-out and sell-through dynamics

• Regional planning acting as liaison to Latin America, Global Marketing, Europe, and North America teams assuring

marketing efficiency, links creation across the business to align brand strategy to business strategy, and best practice and

resources sharing/leverage

• Marketing cross-functionality management, aligning business units under applicable brands, development of relevant

and timely rollout programs, P&L management and responsibility, new product development with related negotiation on

product forms, putouts, and costs/pricing structures

• Deployment of integrated multi-market campaigns in line with budget and profit objectives, tailored to each market

when appropriate, these leverage dynamics assured over 20% worth of cost savings

• Region customer/shopper/consumer insights understanding for translation into business strategies thus demand

generation initiatives

• Caribbean distributors engagement, business plans and reviews, including “inspect the expected” approaches,

towards sales functions optimization

• Managed to retain 50%+ diapers portfolio market share in Puerto Rico despite aggressive leading brand discount

pricing

• After a severe market socio-economic turmoil in the Dominican Republic, thru a single brand-multi-tier strategy

managed to retain sales volume and defend the 68% HUGGIES brand franchise market share

• DRYPERS diapers cost-efficient sourcing and platform transition that shifted OP ROS from less than 3% to 25%

• Re-launched HUGGIES brand with new sourcing for French markets, achieving category sales uplift that translated

into +12% diapers market share in two years

• As Puerto Rico’s Marketing Manager; accountable for planning, development, implementation and control of

consumer brands initiatives, with over $20MM in Advertising, Consumer and Trade Promotion budget

• Leadership dynamics to 10 people marketing staff, from ability to motivate to facilitation and team expectations

management

• Advertising agencies management, including compensation negotiations that resulted in savings close to $150K.

Changed public relations and promotion agencies compensation structures resulting in close to 50% savings.

• Deployed first-ever K-CPR multi-brand consumer contest/promotion, which aided to reverse overall portfolio

negative sales trend, balancing out the sales equation and allowing to reach sales objectives

• As Family Care PM; Created a comprehensive marketing plan to develop the SCOTT ® Mega Brand concept, which

helped to position the three sister categories thus the brand among the major market players

• Through aggressive 360 brand activation program drove COTTONELLE bath tissue brand to a solid second market

share position in Puerto Rico, sales where double in a two year span

Microsoft Caribbean & Central America – Regional Sales/Marketing Manager (Sept. 1997 – Mar. 1999); San Juan,

PR

• B-2-B marketing leader of End-User demand generation dynamics

• Telesales and Account Management business opportunity assessment for all MS product applications portfolio

• Developed a calling center hub in Costa Rica, latter transferred to Puerto Rico, for customer management

(services, telemarketing - Línea de Negocios Microsoft, and product support services) for Central America and key

Caribbean markets

• Engaged first broad reach communication efforts, proving to be very effective besides traditional direct

marketing approaches

Telefónica Larga Distancia de PR - Product Manager (February 1996 – September 1997); San Juan, PR

• Marketing/Product Plans and new product/services development, implementation and control on a highly regulated

industry which at the time lead the overseas long distance calls landscape with 45%+ market share

• Sales and customer service trainings, product procedures development, blueprinting (flowcharting)

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Jaime Bahamundi

• Turnkey development, strategic planning, branding, positioning, marketing mix management, for the successful

market introduction of the TLD.NET Internet access service category, achieving record sales/distribution at its launch

stage which accounted for 10% market share within its first year of inception

Goya of Puerto Rico, Inc. - Product Manager & Frozen Foods Division Sales Manager (July 1990 - January 1996);

Bayamón, PR

• Assisted both Marketing and Sales Directors on Plans development and execution

• Created, implemented and managed a new business structure for the GOYA Frozen Foods product line; complete

sales program which included territories and sales goals assignment, and training programs for sales representatives.

Sales performance improvement guidelines to achieve goals and obtain expected quotas; scope that lead to a 100% sales

increase during 1993 to 1995, surpassing budget by 85%

• P&L; sales incentive/spiff programs, forecasting, advertising agencies management, KPI’s, product development,

market research/consumer-shopper insights, promotional calendars

EDUCATION

University of Puerto Rico, Río Piedras Campus; San Juan, PR

May 1990: BBA, Marketing Major; CUM LAUDE Dean List Honor Student, 3.7 in Major; 21 credits completed towards

Marketing MBA

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