Manager Marketing

EDMUNDO V. RIVERA

**** ********* ***, *******, ** 35603

Cell 256-***-**** – Home 256-***-****

acqdvn@r.postjobfree.com

Summary

Results oriented banking professional with more than 14 years of experience in product development, strategy design, project management and marketing, in the banking and financial services industries.

Previous experience includes marketing, advertising, manufacturing and operation functions in diverse industries and different countries reflecting a proven record of exceptional performance.

Analytical and creative thinker recognized for overachieving goals through leadership, careful planning and successful implementation; focused on high quality execution and delivery of results, maintaining a holistic view of the project or program components (business model, cultural environment, marketing, positioning, human resources and capabilities, team work, systems and processes).

Specialties: Strategic planning, business relationship, product development, marketing, pricing, project management, financial analysis and training.

Professional Experience

BBVA Compass / BBVA USA / BBVA Bancomer – Various Locations May 2005 – Present

VP Agent Bank Program Manager, Payments Division – Decatur, AL (November 2012 – December 2014)

Maintains the credit card program relationship with 54 agent banks.

In charge of program offering, implementation and management. These 54 agent banks are clients of our Correspondent Banking Division with millions of dollars in additional business relationships (Tri-Party Clearing / Fed Settlement, Funds Transfer – Domestic and International, Federal Reserve File Transfer Services, Fed Funds lines, Asset Management, Foreign Currency Purchased/Sold, among others)

Responsible for the design, development and implementation of the Agent Bank credit card program (consumers and small business credit cards), including product design, pricing, marketing strategy, system platform, websites design, agent bank contract, credit card account documents and training materials

Completed due diligence process for business partners and market analysis for the agent bank credit card and affinity/cobranded credit card segments

Created P&L proforma and volume projections for the program

Presented Agent Bank program to senior management

Lead cross functional internal teams like legal and compliance, risk, systems, operations, IT, internal control and finance during program implementation phase; and coordinate with them program support after roll-out

Manage relationships with external partners like TSYS-Total Systems, VISA, MasterCard, and credit bureau agencies; and internal partners, including our correspondent banking division

Manage business relationships with the agent banks, including contract negotiations, training, marketing and program support

Completed the implementation and roll-out process for each Agent Bank including:

oContract negotiation

oProduct definition

oCoordination of system setup

oCreation of design and look and feel for credit card plastic, online instant application and card manager website

oSystem and websites testing

oTraining

oDesign marketing materials and coordinate production

Key results during the first year of the program:

o54 Agent Banks enrolled in the program during the first year

oConsumer card: Achieved 200% of enrollment goal (20 agent banks enrolled)

oSmall business card: Achieved 340% of enrollment goal (34 agent banks enrolled)

oTotal Credit lines for $7.9 millions

VP Credit Cards Product Manager, Consumer Assets Division – BBVA Compass – Decatur, Alabama (November 2007 – November 2012)

Responsible for the design, development and implementation of

oOptimizer Secured Credit Card

oSimplified Line of Credit

oForeign Nationals Credit Card program

Including product design, pricing, marketing strategy, system platform and account documents

The development and launching of the three products/programs involved:

oCompletion of market analysis to define positioning, product features and competitiveness for the three programs

oCreation of P&L proforma and volume projections

oPresentations to senior management

oLeadership and management of cross functional internal teams like legal and compliance, risk, marketing, systems, operations, IT, internal control, finance and deposits operations

Development of the Secured Credit Card Savings account which is the collateral account for the Optimizer Secured Card

Manage relationships with external partners like TSYS-Total Systems and VISA

Completed product training program for internal areas and banking centers

Supervised roll-out at banking centers

Provided support after roll-out

Key results during the first year of the programs:

oOptimizer Secured Card: Achieved 255% of new accounts goal, generating $12MM in account balances, $33MM in credit lines and $35MM in new deposits for the collateral savings account

oSimplified Line of Credit: Achieved 110% of new accounts goal, generating $55MM in account balances, $195MM in credit lines

oForeign Nationals Credit Card Program: successful launching of a specialized originating process for foreign national applicants, generating around 200 new accounts for high net worth Foreign Nationals representing approximately $15MM credit lines for this VIP customers niche

Marketing and Product Manager – BBVA USA – Houston, TX (August 2006 – November 2007)

Responsible for the design and development of consumer credit card products for BBVA USA and the recently acquired Tristar Banks of the group: Laredo National Bank, Texas State Bank and State National Bank

Including product design, pricing, marketing strategy, system platform and account documents

Completed market analysis for the Hispanic segment, underserved segment and retailers cobranded cards in USA

Developed marketing strategy for the bank Hispanic customers segment

Completed jointly with legal and compliance areas the development of account documents in Spanish

Completed jointly with our operations area the conversion plan for Tristar banks clients from previous credit cards to BBVA Compass cards

Monitored results of products/channels, in order to be aligned with sales, finance and risk levels projections.

Key results during the first year of the programs:

oConversion program completed successfully for more than 10,000 clients

oMarketing strategy for Hispanic customers successfully launched including product, marketing communication and product documents

Marketing and Product Manager – BBVA Bancomer, BBVA USA Division – Mexico City, Mexico (May 2005 – August 2006)

Responsible for development of an strategic plan to launch credit card products for the USA market

Involving the analysis of USA credit card market, customers profile, pricing structure, risk approach, legal and compliance requirements, project planning, systems and recourses requirements

Completed market analysis for the Hispanic segment, underserved segment and retailers cobranded cards in USA

Developed cobranded credit programs and proposals for Walmart and HEB

Presented cobranded credit card programs to Walmart and HEB senior management

Conducted focus group events and surveys to support product development

Presentations to BBVA USA executive management committee and CEO

Ford Credit Mexico – Mexico City, Mexico June 2001 – August 2001 / June 2002 – May 2005

Marketing Manager (August 2003 – May 2005)

Creation of Automotive Financing Programs for Ford brand vehicles, including strategy, communication, implementation and control in conjunction with Ford Credit Finance and Operations areas, and with Ford of Mexico Sales and Finance departments.

Created new incentive program payment process for Ford Dealers sales force, which is being used.

Maintain day-to-day operation regarding marketing programs up loaded in systems and communication with Ford Dealers sales and management areas.

Develop and implement marketing campaigns and events for Ford Credit, such as Regional Fairs and POP (Point of sales) advertising efforts.

Implement Ford Credit participation in annual events with Ford Dealers Mexican Association, such as AMDF Convention, Ford Credit Grass Roots, Ford Regional Meetings, Juntas de Colaboración de Ford, among others.

Participate in Ford Mexican Dealers Association meetings with advertising and marketing committees representing Ford Credit Marketing Department

Develop new marketing products proposals to Ford Credit Latin America Region.

Management of Ford Credit Racing team sponsorship ($1MM/year). Participating with two Ford Mustangs in Copa Roshfrans – Campeonato Mustang

Maintain relationship with Ford Dealers.

Marketing Analyst Premier Automotive Group (June 2002 – August 2003)

Developed an automated worksheet system through dynamic tables to managed “Focus” System Information.

Developed marketing strategies and sales programs in conjunction with Premier Automotive Group Brands: Volvo, Lincoln, Jaguar, Land Rover and Aston Martin

Organize and coordinate Marketing events.

Creation of market intelligence reports for PAG to be sent to Ford Credit Latin America Senior Management

Development of Marketing Proposals to be approved by Ford Credit Latin America Direction: “USD Leasing Program for Visteon”, “Daily Rental Proposal”, “Group Vehicle Plan Proposal”

Economic intelligence and reporting to FFLA.

Creation of Training Program in automotive financing.

Marketing Analyst Intern (June 2001 – August 2001)

Developed the “Information Technology Operating Lease Program” for Mexican’s Ford Dealers, to be approved by Ford Credit Latin America Direction. Presented to the Information Technology Committee of Ford’s Dealers Mexican Association. The program was successfully approved by both.

Created the Ford Credit Company presentation, which was given by the Ford Credit General Director at the semi-annual company briefing to all Ford Credit and subsidiary employees.

Avis Rent A Car, Convert Division – Mexico City, Mexico February 1998 – May 2000

Operations Manager

Create Financial Structure for Convet Division. Credit products offering including wholesale and retail financing.

Design and install Convert Division fiberglass manufacturing plant. Developed the marketing strategies, financial structure, pricing, sales forecasts and manufacturing processes.

Managed the entire operation (12 employees) of the new division. Maintained relationship with clients.

Led the introduction of automotive repair technology in Mexico, analyzing competitive opportunities, market potential, and long-term development for the product.

Coordinated a successful introductory sales campaign to car dealers and car manufacturing plants, such as Audi, Mercedes Benz, Chrysler and BMW, of this new repair technology equipment.

Education

IPADE Business School - Instituto Panamericano de Alta Direccion de Empresas Universidad Panamericana – Mexico City, Mexico

Master of Business Administration, 2002

Member of exclusive “IPADE Leaders Team”, an award for students with strong leadership profiles

IPADE Excellence Scholarship for Outstanding Achievement

Darden Graduate School of Business Administration - University of Virginia - Charlottesville, VA, USA

MBA International Students Exchange Program, 2001 Fall Semester

Selected in recognition for academic achievement and English proficiency

Universidad Iberoamericana – Mexico City, Mexico

BS in Industrial Engineering, August 2000

Graduated with “Academic Excellence” award for Outstanding Achievement

Additional Information

Traveled extensively through North America, Latin America and Europe

KPMG-George Washington University, MBA Case Competition participant representing IPADE, Washington D.C., March 2002

“Automotive Aftersales Management” course from AAWC-ADT, Springfield, MO, USA, August 1999

“Telemarketing Center Management” course from Zacson-Entelsa, Mexico D.F. Mex., July 1998

“Financial Management” course. Instituto Bancario Internacional, Panama, Rep. of Panama, 1989

Certified Green Belt – 6 Sigma, Ford Motor Company, México. December 2004

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