Seasoned Marketing/Advertising Professional

Elias Lucero

***** ****** *******, #*** ( San Antonio, TX 78259 210-***-**** (

*********@*****.***

Advertising & Marketing Communications Executive

. Seasoned and accomplished advertising/marketing professional with

extensive experience in marketing sales and multicultural communications

for key accounts like: Nielsen TV Ratings, FOX Television, Katz Radio

Media, On Screen Media, Conseco Health Insurance, MoneyGram, Nestle,

Cadbury Schweppes, Quaker Oats, Bank of America, Tyson Foods, Stouffers,

Gatorade, U.S. Army, Kmart, etc.

. Results driven and respected leader of account teams with extensive

experience in B2B sales, consultant selling, strategic planning, brand

imaging, promotions, media, sales-driving collateral and advertising.

Conceptualize and orchestrate marketing campaigns that effectively

leverage the profit magic of diversity and relevancy.

. Proficient in the research, technical, conceptual and content development

of sales-driving presentations and advertising communications. Proven

ability to prospect, present and close.

. Incorporates a strong leadership style that builds and empowers teams

based upon talent, experience and accountability.

Skills

B2B Sales Focus Group & Market Research

Broadcast Sales Advertising Communications

Multicultural Communications Sales Collateral & Support

Corporate Communications Product Positioning and

Account Team Leadership Branding

Professional Experience

Nielsen Media Research Corporation, San Antonio, Texas

Bilingual Membership Representative, 2012 - Present

Responsible for recruiting of English and Spanish language households in

the San Antonio DMA for Nielsen TV Ratings, requires high organizational,

social and presentation skills and meeting defined demographic profiles for

in market sample representation.

Selected Accomplishments

Contributed to stability of the market in demographic sample

representation, been awarded quarterly bonuses for market achievements and

been recognized for performance in the market.

FOX 29/CW35 Sinclair Broadcasting Group, San Antonio, Texas

Account Executive/Media Sales, 2010 - 2011

Responsible for the servicing, development, and expansion of transactional

advertising agency accounts and for the creation of new local B2B accounts.

Transactional agency accounts include Chevrolet Dealers, World Car Mazda,

KIA Motors, Hyundai, Subway, CPS Energy, Brown Mackie College, Brown Hand

Center, LoneStar Title, Lawyersbid.com, Stowers Furniture, and others.

Organization, presentation, relationship building, client servicing, and

prospecting local B2B opportunities an absolute must for success.

Selected Accomplishments

Increased transactional business budgets by 25% to 58% from previous

spending in key transactional accounts. Also developed new local business

accounts.

Sales Marketing/Advertising Contractor, San Antonio, Texas

Sales Marketing and Planning/Media Sales, Business to Business Sales, 2006

- 2010

Freelance contractor-offering services in strategic B2B sales and account

planning and implementation of marketing communications and

advertising/sales initiatives. Accounts include BXP

Marketing, Unique Screen Media, an in-cinema advertising vehicle, Seccion

Amarilla a TelMex company (The Spanish Language Yellow Pages), Common

Sense, a software customization and e-mail marketing company with Spanish

language capabilities. And Drink With Me, a unique local market grass

roots advertising vehicle.

Selected Accomplishments

Directed strategic development on Hispanic advertising initiatives.

Provided expertise and strategic guidance for research, media and

development of communication programs. Managed:

- Strategic development and implementation of advertising sales

marketing initiatives

- Media representation of in-cinema advertising in multiple markets

in the Southwest

- Development of media presentation of Seccion Amarilla for San

Antonio market

- Developed unique social media approach using QR Codes for grass

roots marketing for Drink With Me

Development of sales materials and sales force for Common Sense in

approaching marketing firms and advertisers.

Lopez Negrete Communications, Houston, Texas

Account Director, 2006 - 2006

Directed agency's promotional department for the number three ranked

Hispanic Agency in the country. Responsible for the synergistic planning

of creative concepts and implementation of agency's promotional programs as

an integrated part of the agency's Hispanic marketing services. Agency's

top promotional clients included Wal-Mart, Tyson Foods, Bank of America and

Dominos Pizza among others. Managed total promotional budget of $5.4

million dollars.

The Cartel Group, San Antonio, Texas

Advertising Account Director, 2004 - 2006

Managed U.S. Army and Cadbury Schweppes Americas Beverages (CSAB) accounts.

Interfaced with army brand group to formulate strategic plans for national

advertising. Directed local field advertising and marketing initiatives

for U.S. Army by integrating national advertising/communication initiatives

to local market level. Managed $6,000,000 budget. Directed and trained

brigade and battalion recruiting commanders in nuances of marketing to

Hispanic young adults. Developed programs and systems to increase presence

of U.S. Army in more personable and non-threatening level among young

Hispanics.

Selected Accomplishments

Directed account team in strategic development and implementation of

Hispanic advertising initiatives for CSAB. Provided expertise and

strategic guidance for Hispanic research, competitive media and creative

analysis, development of Hispanic communication programs and briefs for

creative development for all media and directional guidance for POS and

promotions. Managed $1,500,000 budget.

- Ensured U.S. Army achieved U.S. Hispanic recruiting goals during time

of war, each year reaching 93% of goal

- Increased Hispanic contracts from 8% to 12.6% overall

- Exceeded lead generation goals each year by over 54%

- Bridged U.S. Army's gap in marketing effectively and efficiently to

U.S. Hispanic market

- Increased CSAB Hispanic volume sales for all markets targeted from 3%

to over 14%, resulting in 168% increase in agency fees for Dr Pepper

Alturas Communications (Subsidiary to AGT Meridian Advertising), Troy,

Michigan

Advertising Account Director, 2002 - 2004

Managed Kmart account, specializing in circular and print advertising

pieces in five languages that targeted multicultural landscape. Developed

business models to advertise Kmart in appropriating and investing in

burgeoning audience. Directed Kmart business in expanding presence in

multicultural arena through development of in-culture publications that

resonated with Hispanic, African-American and Asian audiences.

Selected Accomplishments

- Achieved sales spikes in music, cosmetic and clothing departments

by 3% to 7%, attributed to

Publications

- Introduced merchandizing properties that targeted urban segment

- Grew publications from Hispanic to include Urban and Asian segments

Y2Marketing, Dallas, Texas

Vice President National Expansion, Business to Business Sales, 2000 - 2002

Served as seminar presenter, recruiter and independent marketing consultant

for full-service marketing firm with over 400 licensed representatives in

30 states. Recruited and trained over 25% of licensed agents at investment

of $35,000 each. Consulted for companies under Y2Marketing umbrella,

creating marketing systems for small to mid-sized businesses.

Selected Accomplishments

- Increased revenues by 50% to 250% for clients

- Held responsibility for $2,100,000 in sales revenue to company

- Created corporate alliances with print and media vendors

Radio Unica Corporation, Dallas, Texas

Vice President, General Manager, 1998 - 2000

Facilitated conceptual development and implementation of first national

Spanish news/talk format radio network in U.S. Developed and organized

national sales force with bases in Los Angeles, New York, Chicago, Miami

and Dallas. Built local affiliate from scratch and negotiated office

space. Hired and trained personnel. Managed budgets and maintained profit

margins. Directed national sales for station and developed added-value

programs to increase appeal of national advertisers and advertising

agencies.

Selected Accomplishments

- Grew revenue from zero to over $30,000 per month in local/regional

sales

- Held responsibility for first $1,000,000 contract with national

advertising agency

- Created local promotional and marketing program for local/regional

advertisers

Siboney USA, Dallas, Texas

Advertising Account Director, 1994 - 1998

Successfully developed and launched new products for Nestle Beverage

Company, which were especially formulated for Hispanic consumer. Held

responsibility for strategic and promotional marketing and media planning

of Nestle brands. Conducted initial advertising in test markets after

proven success products were rolled-out to other markets. Responsible for

new business development. Accountable for budget management, strategic

planning, research and creative platforms for Nestle brands.

Selected Accomplishments

- Directed team in pitching and winning new Nestle Brands for agency,

including Nestle Crunch, Stouffer's Frozen Foods and Carnation

Evaporated Milk over six-month period

- Grew business for agency within Nestle Brands from $1,500,000 to

$3,600,000

- Created new products and profit avenues within U.S. Hispanic market

for Nestle brands

- Established incremental sales revenues for various Nestle Brands,

including Nestea, Stouffers Frozen foods and Nestle confections

Education

Brigham Young University, Provo, Utah

- Major: Business Management

- Minor: Geology

Personal

- Married high school sweetheart have four awesome children

- Fluent in English and Spanish

References on Request ( Available for Relocation

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