Eduardo Castañeda

Urb. San Pedro Estates

B-** San Ignacio St.

Caguas, PR 00725

addosu@r.postjobfree.com 787-***-**** (Mobile)

Work Experience:

All Distribution Inc.- Direct Mail Marketing; Consultant (12/14-present)

Services client base with recommendations to maximize mailing reach and investment for clients

Responsible for new business development

Ensure quality control and timely delivery of correspondence as scheduled

Negotiates procurement according the client needs

Clients serviced include Papa John’s, First Medical, MCS, Pharmpix, IKEA, Mundo Editorial, and Porsche.

JL Marketing Firm- Digital Marketing agency; Consultant (6/14-1/17)

Develop and implement both strategic and tactical digital marketing plans for clients such as Vassallo International, Domino’s Pizza, IFCO Recycling, BVI Poker Run, Nido Group and Sail Caribe.

Supervision of social media marketing campaigns to promote client’s products using Facebook, Twitter, Instagram, Pinterest and You Tube .

Oversee the development and production of client responsive websites and landing pages including in-house SEO implementation

Monitor website and social media metrics.

Integrate digital marketing strategies with traditional marketing strategies

Identify new business development strategies

Triple-S Salud/American Health Medicare; Marketing and Community Relations Director (10/08 – 4/14)

Directed the overall marketing function for both TSS and AHM brands which included Marketing Plan development, Adverting, Promotions, Product Development, Regulatory Compliance, Training, and Budget forecasting and control. Integrated services for Public Relations, Customer Service, Retention, and Provider departments

Analyzed CMS based monthly enrollment market penetration and competitive market share trends per brand per county recommending promotional and business opportunities redirecting and allocating promotional budget

Created advertising strategies implemented by the different advertising and digital agencies (brand, product, 5-star, newsletters, Social, internet media and website)

Supervised the regulatory compliance of advertising and mandated marketing material as well as promotional events according to Medicare Marketing guidelines (MMG) and other CMS regulations, including State and private regulatory agencies such as ASES, OIC, and BCBS

Pioneered Medicare Advantage Facebook (social media) in Puerto Rico and the mainland USA working as a team with digital agency.

Created and directed external firm to implement a marketing activity/events surveillance audit program to measure, monitor and report CMS regulatory compliance via a minimum of 40 monthly audits

Developed and periodically updated written Medicare Marketing policies & procedures assisted by the Compliance Marketing Specialist

Supervised the Product Development unit in the new product benefit planning process and in the preparation of CMS mandated marketing materials for the yearly enrollment period

Provided guidance, reviewed and approved creative development of collateral materials including those intended for prospects, members, providers and other departments designed by the internal Graphic Artist

Provided guidance and direction to the Promotions and Events division in maximizing brand presence, budget and the generation of leads.

Budget forecast and management for AHM and Tripe-S Medicare Advantage brands

Directed an understaffed department for over 15 months, keeping the team motivated without missing key regulatory deadlines and set goals PartnerCare / MD MedicareChoice VP Marketing/Advertising (1/06 – 9/08)

Management responsibility for the yearly marketing plan, mass advertising strategies, media placement and promotions of the plan for the 23 Florida counties served

Guided and supported ad agency with print media negotiations stateside

Managed in-house creative team for collateral materials and mandated forms

Developed strong outdoor presence program in Dade County through provider office signage and billboards

Part of traveling Senior Management team, providing support to Provider and Sales Department at PCP presentations and dining meetings throughout the state of Florida identifying membership opportunities.

Identified, negotiated and contracted Direct Marketing firm to produce leads through hundreds of seminars in all 23 counties

Plan grew from 6,000 members to 78,000 in 24 months

Trained and developed promoters in maximizing event negotiation and visual presence at events creating a leading brand perception to those present

Worked closely in opening the Miami office from scratch

Restructured printing and promotional material purchasing process lowering costs

Puntoaparte – CIMA Advertising VP/Senior Account Director (1/04 – 1/06)

Directed major accounts such as MMM Healthcare, First Bank, Industria Lechera, and CitiFinancial/Associates

Launched yearly ad campaigns for MMM Healthcare and Industria Lechera

Upon the merge with MMM and PMC, MMM account leaves. PartnerCare, a Tampa based Medicare Advantage plan, is purchased by former PMC investors and obtained as a client by the account group under my direction

PartnerCare open enrollment campaign scheduled for launch 1 months after account was won. Developed campaign, with CMS approval for launch, in both languages, in record time, traveling back and forth from Florida and Puerto Rico.

BBDO Puerto Rico Executive Vice President (10/01 – 12/03)

Responsible for the direction and planning of all Pepsi related accounts. CSD’s (Pepsi, Mountain Dew, Mirinda, Guarana)

Non-CSD’s (Gatorade, Tropicana, Aquafina, SoBe),

Frito Lay Brands, and Pizza Hut.

Assisted Pizza Hut Marketing Dept. in the development of the yearly Marketing Plan.

Recipient of two YUM Advertising Awards (International PH, KFC,TB)

Member of the Agency directive committee

Successfully launched Guarana, Pepsi Twist, Pepsi Blue, and Pizza Hut’s 25

th

Anniversary, several Pizza Hut innovations as well as several Frito Lay brand line extensions.

McDonald’s Corp. Senior Marketing Manager (6/97 – 9/01)

Re-organized and restructured Marketing Department and Advertising Agency creating an aggressive focused team.

Provided Marketing Counsel to 24 franchisees and the Corporation.

Responsible for the typical Marketing duties such as strategic planning, advertising, sales forecasting and promotion.

Developed Marketing plans reversing negative sales/transaction trends in one of the world’s most competitive QSR markets teaming up with owner operators listening to their market experiences.

Re-built corporate marketing relationship and trust with franchisees

Supervised three Marketing Managers / one Marketing Supervisor.

Managed $6 million marketing budget

Graduated from Hamburger University with honors

Won the 1998 McDonald’s International “Team Excellence Award”

Won 1999 Cuspide Advertising Client of the Year Award Philip Morris Companies (6/90 - 6/97)

Philip Morris Senior Brand Manager (5/93 - 6/97)

Lead L&M to become the #2 cigarette brand raising its SOM from 0.5% to 17% Year end 1994, 21% in 1995, and 23% in 1996.

Recipient of the 1994 Presidential Award

“TQM Process Improvement Team” Sponsor for inventory control. Achieved $500m savings and 13 to 15 week inventory reduction.

Supervised two Assistant Brand Managers

Responsible for the Promotions Department supervision.

Managed million dollar budgets for key brands (L&M, Merit)

Responsible for new product development

Successfully launched Presidente Beer. Left company, six months later, leaving the brand with a growing 2% share through a unique distribution structure.

Kraft Foods (Philip Morris) Senior Product Manager (6/90-6/93)

Directed the marketing for all Kraft cheeses and Parkay

Developed and implemented a Sliced Cheese price portfolio resulting in volume and dollar sales profitable growth. (16%/7%)

Successfully re-launched Velveeta slices and Philadelphia

Assured quality production standards and significant savings-$120m Mendez & Co. Inc. Product Manager (1/90 – 6/90)

Managed the advertising and promotions for Heineken Beer

Pioneered product integrations in locally produced shows

Negotiated numerous sponsorships at large savings Young & Rubicam Account Executive (2/87 – 1/90)

Handled top two Agency accounts – Mendez & Co. (Heineken, Dewars, Stolichnaya) and KFC, plus American Home Foods, Treesweet, and PRUSA. (Total billings over $4.0)

Client relation improved significantly under my direction. Atari Caribe, Inc. Account Manager (7/82 - 7/84)

Managed international sales and distribution of locally produced Atari game cartridges and software to distributors and subsidiaries.

Assisted customers on order status, availability, and new releases.

Selected as part of the company shut down team.

Education: MBA in Marketing

RUTGERS UNIVERSITY Newark, New Jersey

BS in Business Administration (Dual major)

Marketing and Transportation Distribution Management SYRACUSE UNIVERSITY Syracuse New York

Skills: Fluent in both English and Spanish

Proficient with Microsoft Office, Basecamp, SAP

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