Marketing Manager

SOFIA MATA

** **** *** ****** #*** New York, NY *0012 917-***-****

*****.*****@*****.*** www.linkedin.com/in/sofiamatausa Global Strategy, Marketing, Financial Restructuring, Strategic M&A, Business Development 20+ year accomplished business builder in entertainment, retail, financial services, energy and consumer packaged goods industry. Uniquely combines creativity and communication skills with strong financial analytics to drive change and build new business. Trusted business partner as a consultant or as a board member to deliver profitable organic and inorganic growth. Broad career in North America, South America, Asia and Europe; both in large company environments and as an entrepreneur in her own consulting and retail business. STRATEGIC MARKETING

Global Marketing

Brazil, LATAM, Asia, USA

Blue ship CPG

Vendor Management

BUSINESS DEVELOPMENT

New Markets and Products

Retail Entrepreneurship

Innovation and Creative Thinking

Fast Learner

FINANCIAL AND OPERATIONAL

RESTRUCTURING

Financial Analytics

M&A

Strategic Planning

SELECTED ACHIEVEMENTS

Successfully completed several M&A deals both as board member or consultant. Negotiated with banks, performed due diligences, identified new strategies and repurposed companies on several sectors: Food Industry at Parmalat, Best Foods, Beatrice, Kraft; Hygene at Drypers and Mabesa; Energy Aneel and MET; Entertainment at Party Shops and ABH. Lead the team who designed and implemented Strategic Plan for Citibank targetting Hispanic and African American populations, both in the Credit Card front and Retail Bank front. Developed and marketed products to incorporate the Hispanic population in the Financial System, and products that allowed African American populations to strengthen and recover good credit standards. Was responsible for a $10 million budget, which brought 15% EBIT and 40% account growth. Worked sinergically within Citibank’s huge organization, using a culturally relevant approach. Revolutionized distribution to reach the unreachable and make products accessible. Introduced Parmalat brand on Latin America and China. During the six year period at Parmalat Latin America the revenue grew 5 times reaching $2.0 billion. Initiated marketing operations and positioning campaign in the Chinese Market under a budget constrained by government limitations. It brought 60% sales increase in 3 months. Succeeded on the introduction of new categories, cheese, juice, yogurt, biscuits, milk and tomato products under Parmalat brand. Owned and Successfully Operated Retail Chain. Restructured party and entertainment retail operations leading to a turnaround in 18 months. Managed the financial restructure of one of the business units and repurposed the others. Owned and operated Halloween retail business; used innovative marketing tools: integrated social media, community events and traditional media to reach new customers. Active member of the industry’s largest party buying group. PROFESSIONAL EXPERIENCE

ALPHA BETA HOLDINGS, INC. New York, NY 2009-Present Managing Director and Co-Founder of the company which advises multiple businesses on operational, strategic and financial turn-around strategies. Industries include: financial services, environmental, commodities, media and entertainment, retail, and beauty.

• Lead manager of the deal team to restructure and refinance a commodities business in the US

• Developed and executed entry strategy into Latin America for Environmental Energy Solutions Company

• Restructured party and entertainment retail operations leading to a profitable turnaround within 18 months

• Leading a 50+ team, managed and operated Halloween themed business; using creative solutions to operate a mortar and brick chain enabling it to compete in a heavy online purchasing environment CITIGROUP – CITI CARDS / CITIBANK New York, NY / Latin America 2003-2008 VP Marketing Manager Lead the Ethnic and Emerging Market Group focused on financial service strategies to Hispanics, African Americans and New to Credit consumers.

• Senior team member who redefined and implement the Hispanic Group Retail Bank strategy to encapsulate and broaden synergies with other groups. Encompassed credit, marketing and operations

• During three years on Credit Cards, designed ethnic segment strategies and ensure implementation with product/channel teams. Culturally relevant approach, including usage of alternate channels, increased responses 50%.

• Generated a 40% account growth.

ITAU UNIBANCO – largest credit card issuer in Brazil São Paulo, Brazil 2001-2003 Sr. Director – Channels and Service Delivery / Co-Branded Products Responsible for the profitable development and distribution of products and services across channels: branches, ATM, Internet, direct mail and telemarketing.

• Implemented new channels/features to build customer loyalty/drive to lower-cost channels

• Created an Easy Loan program, resulting in additional $6MM profit in 4 months

• Designed major customer segmentation study focusing on retaining highest profitable customers

• Led three groups of category managers for co-branded credit cards: Utilities; Sports and Social; Publishers

• Successfully created new concepts, turned around multiple products, increasing declining portfolios up to 5x DRYPERS CORPORATION São Paulo, Brazil 1998-2001

CMO Brazil Chief Marketing Officer Texas based disposable diapers producer.

• Board member who led the finance, sales and marketing team during the restructuring process initiated by the headquarters. Conducted analyses, due diligences, and interacted with lawyers, court officers and prospective buyers to ensure a smooth merger and acquisitions process. Promoted to CMO of the new merged company

• Created the company’s overall business marketing strategy and coordinated the outsourced sales force increasing distribution from 40% to 65% nationwide with higher margins

• Within two years, surpassed Johnson & Johnson and Procter & Gamble reaching #2 in disposable diapers PARMALAT Spa Latin America and China 1994-1998

Marketing Director LA (Latin America, China, Australia). Regional revenue grew from $0.4 to $2.0 billion.

• Responsible for defining marketing strategy and integrate the teams in Latin America, China, Australia creating synergistic opportunities amongst countries. Developed regional communication campaigns and promotions

• Launched several new product categories, cheese, juice, yogurt, biscuits, cereal, coffee, milk and tomato products under Parmalat brand, achieving over 100% business increase in the developing countries. UNILEVER São Paulo, Brazil 1992-1994

Assistant Brand Manager Trainee Powder Detergents – Marketing and Manufacturing EDUCATION AND OTHER EXPERIENCES

MBA FGV / STERN SCHOOL OF BUSINESS - NYU New York, USA Class 2001 Joint initiative to offer a two-year full time hours program for executives with seven years or more of experience. Bachelor of Science Degree in Business Management – University of Sao Paulo, Brazil Languages: English, Portuguese, Spanish - American and European Citizen Internships: Kraft, Accenture, Brighton Poly, Junheinrich, and Shell. Math Teacher at Anglo Brazil, Portugal, England

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