Marketing Sales

Luis Urrea

DIRECTOR

Brooklyn, NY

*******@*****.*** - 917-***-****

International Marketing Director - Digital Revenue and Marketing Director - Partnership and Membership Marketing Director - Latin America Marketing Head

Digital Marketing - Subscription Marketing - Partnerships - Revenue Generator Increase Share by Identifying Cultural Nuances - Incremental Revenue Through Partnership Marketing Programs - Consensus Builder - Marketing Ingenuity Authorized to work in the US for any employer

WORK EXPERIENCE

DIRECTOR

INTERNATIONAL MARKETING LATIN AMERICA & CARIBBEAN (LAC) - Parsippany, NJ - 2011 to 2015

AVIS BUDGET Group is a leading global provider of vehicle rental services, both through its Avis, Budget and Payless brands, which have more than 11,000 rental locations in approximately 180 countries around the world, and through its Zipcar brand.

• Increased revenue in the direct channel by 30% YOY for the AVIS and Budget brands.

• Optimized digital marketing to drive greater efficiencies (e.g. one of the largest campaigns saw a 5% drop in spend, with a 75% increase in revenue) - content strategies have driven conversion rate improvements in excess of 40%.

• Generated an incremental 4.5% in direct revenue leveraging the licensee network (in 40 countries) as a new channel (recognizing revenue that transacts in NAM instead of the local countries).

• Delivered on a consistent basis a 20%+ response rate lift through digital marketing partnerships with airlines, financial institutions and retail companies with offers that appeal to the LAC customer. OWNER

IMPORTER - Brooklyn, NY - 2009 to 2011

Import and distribution of high-end home goods and children's clothing line

• Generated $500K in profits at year 3.

• Closed business due to partners unwillingness to expand. DIRECTOR, PARTNERSHIPS AND RETAIL

TIME INC - New York, NY - 2007 to 2008

New York, NY

Time Inc. is one of the world's most influential media companies - home to 90 iconic brands like People, Sports Illustrated, Time, InStyle, Real Simple, Food & Wine, and Fortune, as well as more than 50 diverse brands in the United Kingdom.

• Increased rate base for People en Español by targeting multicultural audience with relevant content in the campaigns at a 25% lower subscriber acquisition cost.

• Delivered 12% incremental subscribers through partnership with History en Channel en Español. Co- marketing efforts through digital, broadcast, radio, direct mail, sales materials and event-based programs.

• Produced over 1.1 million new subscribers with a partnership with Spirit Airlines for 4 titles (People en Español, PEOPLE, EW and SI) as well as negotiated profitable magazines sale onboard the flights

• Negotiated music reviews from People en Español edit staff with Amazon.com music store in exchange for tile brand placement in amazon.com music with a link back to tiles .com site. SR. BRAND MANAGER

HISPANIC MARKET, TIME INC - New York, NY - 2003 to 2007

• Increased net income for People en Español by 86% and sales by 25% to become Hispanic category sales leader.

• Improved sales on average by 4% through price and cover/celebrity testing.

• Grew title retail display 4x resulting in a 10% increase in sales

• Saved over $65K a month by educating retailers in their expansion of Hispanic designated stores and consumer sub-segmentation resulting more efficient positioning and distribution. NEW BUSINESS MANAGER

LATIN AMERICA, TIME INC - New York, NY - 1999 to 2003

• Increased subscriber base 15% translating to a 25% increase in adverting sales through subscriber acquisition, retention, win-back, retail and partnership initiatives.

• Decreased distribution costs by 18% by re-negotiating agent and newsstand (retail) contracts

• Retained on average 68% of subscribers through partnership offers, OBT, DM, wraps, promotions and point- of-sale programs.

• Introduced acquisition partnership campaigns with American Express (Mexico, Brazil and Argentina), Banco Bradesco (Brazil), Citibank (Mexico), AOL Latino (Mexico, Brazil), Cigna Insurance (Mexico). SR. ACCOUNT EXECUTIVE

WUNDERMAN - New York, NY - 1998 to 1999

Wunderman is a network of advertising, marketing and consulting companies with offices in 60 countries. Headquartered in New York City, Wunderman is part of Young & Rubicam Brands and a member of WPP Group Transferred from the Mexico City office to WHQ.

• Contributed and managed above and below the line advertising campaigns to educate and promote the use of Direct Mail to small and medium size business through a comprehensive DM fulfillment kit.

• Exceeded campaigns performance by 40%; prompting an unexpected wave II of the campaign resulting in incremental billings and leads for the client.

• Optimized and maintained $22M annual budget.

ACCOUNT EXECUTIVE

WUNDERMAN - Ciudad de México, D. F. - 1995 to 1998 Mexico City

• Introduced and managed Moët Chandon and Hennessy loyalty program and product trial campaigns resulting in 7% YOY sales gain.

• Gained over 18% response rate in DM campaigns for the launch of AT&T in Mexico. ASSOCIATE ACCOUNT EXECUTIVE

CLEMENTE CAMARA Y ASSOCIADOS - Ciudad de México, D. F. - 1992 to 1995 Mexico City

Boutique above the line adverting agency.

• Responsible for budget planning and administration of the accounts and supervised development and implementation of media plans

EDUCATION

Bachelor of Arts in Business Administration

UNIVERSIDAD IBEROAMERICANA

1992

SKILLS

Digital Marketing (8 years), subscription marketing (10+ years), Branding (10+ years), Advertising (10+ years), Partnerships (10+ years), Spanish (10+ years), Membership marketing (10+ years), Strategy (10+ years), Latin America Business Management (10+ years) ADDITIONAL INFORMATION

SKILLS

Digital Marketing, Subscription Marketing, B2C and B2B2C, Travel/Tour/Car Rental, Branding, Advertising, Account Management, Importer, Retail Marketing, Partnerships, Contract Negotiating, Licensee Management, Bi-lingual (English/Spanish)

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