Digital & Integrated Marketing Expert

Marcelo Radice 305-***-**** · *********@*****.*** · https://www.linkedin.com/in/marceloradice/

https://careerwebfolio.com/marceloradice/

SENIOR GLOBAL MARKETING & STRATEGIC GROWTH EXECUTIVE

Strategic Planner Conceiving Innovative Marketing Initiatives Driving Revenue

A Tenacious Marketing Expert and Prolific Business Developer – with extensive experience leading significant global corporate initiatives. Propelled by the desire to win stakeholder satisfaction by leveraging technological competencies and fostering collaboration. Proven success effecting change with slumping sales trends, championing customer loyalty, driving e-commerce conversion and delivering high ratio ROIs. Recognized for relationship-building acumen, the ability to influence consumers, procuring client campaigns, and acute presentation proficiencies.

CORE COMPETENCIES

Marketing & Technology · Brand Management · Product Development · Project Management/Agile · Sponsorship & Experiential Marketing · Digital & Social Media Strategy · SEO/SEM · Email Marketing · CRM · CMS · Data Analytics · Loyalty/Rewards Programs · Promotions & Activations · Strategic Alliances · Creative Advertising & Media Planning · Event & Hospitality Management · Customer Insights & Market Research · Public Relations · Public Speaker

Corporate Team Leader, building high performance teams, motivated to innovate, solve problems, track KPIs and achieve double-digit revenue growth that exceeds ROI/ROO targets.

Integrated Brand Marketer, brand builder, designing award-winning 360 offline/online marketing campaigns.

Sponsorship Management/Partnership Marketing subject matter expert, author, property rights evaluator, contract negotiator and account manager.

Lifecycle Marketer, leading ideation, concept testing, customer segmentation, and content management to

impact purchase funnel Þ engagement Þ acquisition Þ

activation Þ retention Þ loyalty.

Digital/Social Media Marketer, website builder, overseeing UX/UI designers, developers/coders and creative agencies; execute digital and social media campaigns, increasing followers by 4-5 digits and likes by 3-4 digits per post.

PROFESSIONAL EXPERIENCE

Pygmaleon Corporation Miami, Florida 08/2016 – Present

Chief Growth Officer

Lead a team of 20 direct/indirect developers, coders, web designers, media buyers and operations staff for online cross-border shopping-retailer site, www.pygmaleon.com. Oversee supplier, distribution, and wholesale contracts and negotiations. Supervise digital marketing campaigns: SEO, e-mail A/B testing, affiliate marketing, social media, website optimization, content management, programmatic display advertising, customer service, order processing and fulfillment, CRM tool administration, customer surveys and email marketing.

$180,000 investment secured through friends & family round to develop multivendor e-commerce platform, and peer-to-peer affiliate program.

70% cost savings generated by developing a comprehensive landed cost calculator, negotiating vendor agreements, devising branding and digital marketing campaigns, and managing cash flow.

Bellacello, Inc. Miami, Florida 09/2001 – Present

Head of Marketing/Business Consultant

A boutique consulting agency, furnishing strategic marketing and business management solutions.

$200,000 raised to design and market proprietary SaaS management solutions: SAMS (sponsorship asset management system) software program; Rewards/Loyalty points program; Cross-border, multi-country landed cost shipping calculator.

Saving $430K and growing revenue 330% as President of KB Soccer; directing daily operations by instituting e-commerce tool, operating procedures, negotiating vendor agreements, eliminating deficits and increasing enrollment 400%.

Traffic Sports USA (CONMEBOL & CONCACAF) Miami, Florida 11/2012 – 8/2015

Director, Sponsorship Sales & Marketing

Led commercial sales/marketing for sports agency, 4 direct reports and 5 support staff and agency members; managed P&L for Confederation of North, Central American and Caribbean Association Football, the South American Football Confederation, and the North American Soccer League properties.

$92 million in sponsorship deals closed over a 30-month period, doubling Gold Cup 2015 revenues at $10 million, increasing Champions League by 400%, and closing Copa America Chile 2015 at $48 million (+60% vs. 2013).

100% category retention while overseeing a $32 million account portfolio: MasterCard, Kia Motors, Banco Santander, DHL, Kellogg’s, Dr Pepper Snapple Group, State Farm and Western Union.

40 sponsor deals by employing partnership marketing, CRM, email and digital/social media campaigns, creating presentation decks and leading account pitches, reaching 1,500 C-level/senior executives and securing 500 calls and face-to-face meetings.

University of Miami Miami, Florida 2/2008 – 3/2012

Executive Director, UM Innovation & UM Life Science & Technology Park

Supervised 2 direct reports and 13 staff members, overseeing the Office of Technology Transfer, the William H. Coulter Center, and the opening of the UM Life Science and Technology Park. Piloted the commercialization of university technologies and promoted park to new tenant prospects. Advised UM inventors and launched the UM Innovation Incubator.

$7 million in investments garnered to fund start-up ventures by conceiving a strategic plan, cultivating an influential network, developing two websites to showcase initiatives, and organizing an annual technology conference.

$450,000 safeguarded by restructuring an underperforming department, producing intricate SOPs, and clearly defining criteria to support invention disclosures with costly intellectual property rights.

63% pre-leased closing rate delivered for a 120,000 square foot commercial space by hiring a public relations firm to devise a communications strategy, emphasizing the park’s economic benefits and positive community impact.

Selected the South Florida Business Leader of the Year, Biotechnology – Business Leader Magazine (2011)

Awarded $400K South Florida Workforce grant to retrain displaced Overtown community residents (2011)

Allegro Resorts Marketing Corp. (Occidental Hotels & Resorts) Miami, Florida 11/2003 – 2/2008

Vice President, Marketing, North America

Directed all marketing functions and managed $12.8 million budget for branding, website design, online e-commerce solutions, multimedia campaigns, digital marketing, SEO / SEM, and promotions. Oversaw trade shows, special events, and hotel openings, and executed strategic plan and rebranding of 21 all-inclusive resorts in the Caribbean, Costa Rica and Mexico.

40% rise in same-store revenue at top 6 properties and increased REVPAR 8%.

16% compounded annual growth rate, and 3% market share.

$8 million dollars earned in 12 months from the launch of e-Commerce booking engine, supported by an integrated marketing plan.

40,000 Occidental Rewards loyalty program members enrolled in the first year.

Royal Hideaway resort awarded the prestigious AAA Five Diamond rating, becoming the first Luxury All-Inclusive resort to achieve this rating in the Americas (2007)

MasterCard International Miami, Florida 01/2000 – 9/2001

Vice President, Marketing, Latin America & Caribbean Region

Managed $62 million budget, 3 direct reports, 7 country marketing managers and 25 cross-functional/regional staff/advertising and promotional agency personnel. Member of Global Marketing Task Force. Organized creative marketing retreats and Chaired the Business Development Advisory Council.

$300 million in investments reaped from national country marketing committees to leverage pan-regional strategic marketing plans; supported by award-winning “Priceless” brand campaigns, generating 14% annual revenue growth and 18% annual card growth, and gaining 4% market share points from our leading competitor.

Employed a $150 million dollar regional/global sports and entertainment sponsorship portfolio to generate 760 million impressions and raised $172 million from B2B franchise institutions.

15% gain in card spend and 12% card growth by executing an integrated pan-regional sponsorship plan during Copa America Colombia 2001 soccer championships.

10% card revenue lift from strategic alliances and destination marketing campaigns for MasterSummer, MasterWinter and Destinos MasterCard in Argentina, Chile, Mexico and Uruguay.

$220K production savings from launch of extranet site, MasterMarketingLink.com, a turn-key marketing repository to share campaign creative elements with B2B financial partners.

Other MasterCard Positions (1993-1999)

Vice President, Promotions & Sponsorships (1998-99); Senior Director, Promotions & Sponsorships (1997); Director, Advertising & Promotions (1995-96); Manager, Advertising & Promotions (1993-94)

AWARDS

MasterCard Global Sales Champion (2001) · Festival Iberoamericano de Promociones y Eventos (2001) ·

Gold Medal – Best Sports Sponsorship – MasterCard Executive Gold Tour · Gold Medal – Best Promotion (Financial Services) – MasterSummer Chile · Silver Addy – “Priceless” Campaign, Central America, Caribbean & Florida (2000) · MasterCard Best National Promotion (Financial Services) – Brazil (1999) · MasterCard Sales Champion – Mexico Strategic Alliance Program (1997) · MasterCard President’s Award – Brazil Implementation Team (1996)

EDUCATION

Executive Management Northwestern University, Evanston, IL

Kellogg School of Management, Team Building - Leading High Impact Teams

Executive Management University of Oklahoma, Norman, OK

American Banking Association, National School of Bank Card Management

M.B.A, General Management University of Miami, Coral Gables, FL

Graduate Assistant, Department of Management

B.S., Zoology University of Maryland, College Park, MD

Intercollegiate Varsity Soccer / 3-Time ACC Honor Roll Recipient

Phi Beta Kappa Biological Honor Society Member

BOARD MEMBERSHIPS & CLUB AFFILIATIONS

Miami International Airport – Marketing & e-Commerce Sub-Committee · Key Biscayne Soccer Club

LANGUAGES & APPLICATION SKILLS

English (Fluent) · Spanish (Fluent/Native) · Portuguese (Basic)

Adobe Analytics · Basecamp · Bitbucket · Constant Contact · Google Analytics · Hub Spot · Keynote · Magento Mailchimp · MS Office · MS Dynamics · Salesforce · Tableau · WordPress · Zoho

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