Marketing Manager

CRISTINA FERNANDEZ

Miami, FL 305-***-****

www.linkedin.com/in/crisfl *********@*****.***

RESOURCEFUL INTEGRATED MARKETING COMMUNICATIONS PROFESSIONAL

Proven business growth record and interpersonal skills

Energetic, goal focused executive with expertise in the General, US Hispanic, Caribbean and Latin American markets, gained through a diverse portfolio of categories including retail, consumer package goods (CPG), health and beauty, quick service restaurants (QSR), sports and hospitality industries. Trusted business partner, excel at transforming concepts into high-impact marketing campaigns to drive business growth. Bilingual English / Spanish, other areas of strength include:

●Development of multi-platform communications

●Optimize effectiveness and ROI

●Budget planning and control

●Strategy and actionable tactics

●Initiatives to maximize brand awareness

●Proven team leader and manager

●Market research and consumer insights

●Promoter of inter-departmental collaboration

PROFESSIONAL EXPERIENCE

H&R BLOCK – Kansas City, MO 2012 – 2016

Regional Marketing Manager South Florida & PR

Led a team of six Marketing professionals, and supported 193 tax preparation office managers on marketing plans execution to drive business growth. Reported to Field Marketing Director and VP, as well as Regional Directors (sales and operations), and Market VP.

●Developed, implemented and drove region-based market plans.

●Built local media, controlled and monitored budgets, and maximized use of resources.

●Established and fostered strategic partnerships with businesses and community organizations, which improved brand awareness and drove B2B growth.

●Coached office associates to maximize use of corporate training programs and tools as well as social media to execute effective marketing plans.

●Monitored marketing plans effectiveness and ROI.

●Stewarded brand and managed internal/external communication to ensure consistency in image and message.

●Provided regional Marketing Intelligence and rendered opinions to Corporate Marketing Leadership.

●Achieved #1 position in new client revenue growth for the Region in 2014, and position #2 in new client and tax preparation growth in 2015.

DLC INTEGRATED MARKETING – Coral Gables, FL 2001 – 2012

South Florida office of De la Cruz Group of agencies, San Juan, PR, one of the largest independent agencies in the Caribbean.

Director Client Services

Developed and implemented marketing communications strategies and brand initiatives to penetrate and grow general, LATAM, and US Hispanic markets for a diverse roster of clients.

●Collaborated closely with general market agency in the national launch of Unilever’s Dove “Campaign for Real Beauty” in the US Hispanic market by creatively marrying the brand’s global

CRISTINA FERNANDEZ Page Two

strategy with unique Latina consumer insights. The campaign drove an increase in Latino sales, received positive editorial publicity, and motivated the Client to expand the US Hispanic efforts into additional brands like Suave hair care.

●Identified business growth opportunity for Bella Automotive Group to benefit from the diverse market demographics, redefining its scope and target. Restructured media expenditures and allocations to align efforts to new target, attained double digit monthly sales growth after 6 months.

●Designed impactful strategies to generate awareness and drive bookings for Hyatt Regency Coconut Point Resort & Spa in Bonita Springs, FL. Facilitated successful property launch one week after 9-11, and achieved nearly full seasonal occupancy rate after only 11 months.

●Developed creative strategy to increase awareness of Royal Caribbean Cruise Lines in South America and Mexico, positioning the brand as a superb alternative to family vacations.

Additional work:

●Repositioned Rums of Puerto Rico Brands to compete directly with more established distilled spirits such as vodka and tequila, reaching out to a younger more affluent target.

●Collaborated in a comprehensive campaign to launch and further promote the Shops and Restaurants at Miami International Airport for Westfield Concessions Management.

●Developed media strategies and negotiated added value benefits such as product integration for Tajín, a Mexican seasoning spices launched in the US, specifically in the Los Angeles, Houston and Chicago markets.

Experience prior 2001

PREMIER MALDONADO & ASSOCIATES – Miami, FL

Headquartered in San Juan, PR. it was the largest independent agency in the Caribbean and Central America until sold in 2004 to Havas Worldwide.

Managing Director / US Hispanic Markets and Latin America

Opened Miami branch (PM&A Hispanic); supervised and actively collaborated in the development and implementation of effective initiatives for key clients such as American Airlines, Florida Marlins, Church & Dwight (Arm & Hammer), Walgreens, and MoneyGram. Built a network of independent agencies throughout Latin America, on behalf of the International Federation of Advertising Agencies (now ICOM).

EDUCATION / CERTIFICATION / SKILLS

B.A. Degree in Communications – Adjunct Field: Marketing

Loyola University – New Orleans

Certified in 4DX – The Four Disciplines of Execution

Skilled in Microsoft Office (PowerPoint, Word, Excel),Outlook, and Prezi

Trained in Kronos Timekeeping System and Certify

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