Manager Marketing

Leonardo Concha-Sosa

Mobile: 939-***-**** E-Mail: ***********@*******.*** LinkedIn Profile

DELIVER INNOVATIVE CONCEPTS TAKE THE LEAD IN COMPETITIVE MARKETS SCALE UP CLIENT PORTFOLIO

MARKETING AND SALES LEADERSHIP

STRATEGIC PLANNING BUDGETING, FORECASTING AND P&L BUSINESS INTELLIGENCE

MARKET RESEARCH BRAND / PRODUCT MANAGEMENT ACCOUNT OWNERSHIP EVENT PLANNING

ADVERTISING & PROMOTIONS CHANNEL OPTIMIZATION REVENUE GENERATOR TEAM ALIGNMENT

Value Added Qualifications:

Industry Outreach: Remarkable experience spearheading

“Throughout his tenure,

marketing and advertising plans for over 50 brands across

Leonardo produced a high

different categories: food and beverage, household, personal

volume of work while maintaining

care, OTC, cosmetics, cigarettes, services and tourism.

impeccable standards for quality

Strategic Thinking : Highly analytical to develop strategies and accuracy. He possesses the

that outpace brand awareness, m arket share and revenues; ultimate “can do” attitude.” –

creative thinker to overcome challenges such as limited Chief Marketing Officer

resources, distressed markets and strict regulations.

Planning & Management : Assess campaigns and administrative processes easily identifying gaps

and raising red flags resul ting in cost savings, outpacing objective s and due dates .

Natural Leadership: Foster high -performing teams to see untapped opportunities and accomplish

“impossible” goals. Encourage alignment between colleagues and associates employing assertive

communication and focusing all toward the common cause of action.

CAREER HISTORY

MediaStar Promotions, HQ Baltimore MD

MARKETING MANAGER 2011 – 2014

Developed, planned and executed marketing plans in the Puerto Rico market for the Camel brand and

contributed actively in Winston initiatives supervising and guiding a team 18 field marketing reps, Program

Manager and Assistant Manager; controlled a $500K marketing budget.

Conceived brand building actions: defined target markets (demographics and psychographics),

designed promotional strategies and plans, translated consumer research into actionable product,

branding and sales initiatives, scaling up market penetration from 20% to 80%.

Developed consumer approach techniques, materials and scripts to drive one-to-one interaction and

market share growth from 2.5% to 5%. Recipient of four Productivity Awards.

Evaluated operations and identified areas of opportunity, developed KPIs, strengthened training,

improved events and revamped budget and forecasting processes.

Oversaw venue sell in, activity booking, auditing, MSA, SOPs, FDA compliance monitoring and CRM

usage. Product acquisition responsibilities included: analysis of current portfolio, prioritization of

innovation categories, analysis of opportunities and negotiations with potential suppliers.

Ensured overall performance of program teams and achievement of individual program/market goals .

Performed administrative tasks: payroll, reporting and employee relations.

Managed client and distributor relations and identified new points of sale: sourced new vendors and

negotiated service contracts with up to 20% savings. Nurtured relationships with key external

resources that resulted in reliable, high quality products and ultimately client satisfaction.

Coordinated rundown for the consumer connector experience events with over 1,000 participants;

venue search, contracting, scheduling, and personnel supervision.

Collaborated closely with senior managers and other departments reviewing consumer insight trends

and competitive analyses that contributed to the creation of innovative products and solutions.

Leonardo Concha-Sosa, Page 2

CAREER HISTORY (CONTINUED)

Velvetrope Corp. Guaynabo, PR

ACCOUNT DIRECTOR 2007 – 2011

Piloted marketing plans geared toward end-users for each key product within budget and portfolio, in line

with strategy and targets, for: RJ Reynolds, Motorola, Banco Popular, Dewar’s, Claro, Blackberry, Puerto

Rico Tourism Company and Kmart, among others with up to $1MM budget.

Planned, organized and led far -reaching events, with budgets up to $300K, l eading a team of 50+

and up to 130,000 p articipants.

Developed point-of-sale (POS) strategies for Blackberry and Winston products.

Pioneered several signature campaigns: Strategic team executive of the Peroni beer launch in Puerto

Rico, field producer of two large sales fairs for Claro, and successfully designed a full marketing plan

for Kmart Stores celebrating their 50th anniversary in PR, increasing store traffic by 15%.

Executive coordinator Graphopoli, the first biennial urban art fair with over 50,000 participants.

Identified and negotiated sponsorships and supplier agreements through accurate proposals and

contracts, responding to inquiries and facilitating arrangements; reached 20-25% cost savings.

ARCO Publicidad San Juan PR

MARKETING INTELLIGENCE SPECIALIST 2005 – 2007

Executed market research efforts to increase business and agency revenue: retained current customers

and attracted new prospects, developed and enhanced products and services, presented research and

detailed analyses identifying new business opportunities.

Brand representative w orking directly with in -store product advertising and s ales. Liaison between

vendors and clients, including: KFC, Taco Bell, Pizza Hut, S chering Plough, Sony, Ocean S pray,

and Mitsubishi, among others. Coordinated, provided guidance and trained associates .

Scheduled advertisements, o versaw budgets, reporting and administrative functions .

Coordinated rundown and logistics for La Longa, a 7-day, 24/7 non -stop party tha t established a

Guinness World Record at the time.

West Indies & Grey, San Juan PR

2003 – 2005

PROMOTIONS COORDINATOR

Coordinated the production and implementation of integrated communication and marketing activi ties for

key accounts: Coors Light, Banana Boat, Procter & Gamble and Hyundai. Prepared promotional and

advertising materials; supported promotional efforts aligned with strategy and market needs.

Interfaced with counterparts and suppliers, ensuring promotions were delivered on time and budget.

Coordinated the development of onsite signage/ads and presented weekly reports.

W orked 11 brand promotions per week at retail locations for Pantene, Bounty, Ariel and Gillette,

among others, engaging consumers and increasing sales up to12%.

Planned several social and special events with up to 20,000 participants.

EDUCATIONAL BACKGROUND

Interamerican University of Puerto Rico, Metro Campus

Bachelor’s Degree in Business Administration, Major in Marketing

SKILLS

Experienced in Microsoft Off ice Suite Fluent in English and Spanish

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