Marketing Digital

JAVIER E. MORALES

954-***-**** *************@*****.*** linkedin.com/in/Javier-Morales-MBA

Senior Director Product & Brand Marketing

Drive Product & Brand Direction Develop Global Strategy & Standards Lead Go-To-Market Planning Innovative Director of Product Marketing with 13+ years of experience exceeding expectations and setting historical highs in marketing strategy, commercial marketing, non-traditional marketing, product development, and innovation. Visionary, driving results through an entrepreneurial mindset with a focus on exceeding expectations regarding corporate goals and consumer needs. Solid record of turnarounds by identifying specific pain points and leading teams to resolve them while generating record growth and margin improvement. Areas of Expertise:

Vision & Direction Brand Management Brand & Product Development Innovative Solutions Growth & Penetration Promotions & Campaigns Price Strategy Consumer Understanding Trade Marketing Tactical Marketing & Advertising End-to-End Product Owner Business Intelligence Change Management Budget Management Market Research Sales & Logistic Cross-Functional Leadership Partnerships & Alliances Continuous Improvement Career Highlights

Rescued brand and product in duopoly market, yielding record-breaking MoM KPIs for market share and revenue

Accelerated mobile data penetration in El Salvador, achieving ten months’ growth within only one-month

Substantially improved gross margin while raising perceived value and cutting cost of production and packaging

Consistently surpassed revenue budget for three consecutive years, yielding 103%, 101%, and 103%, respectively

Led 250-member cross-functional team in exacting a pivotal commercial turnaround for the country’s largest Telco Professional Experience

Head of Commercial - Director

Digicel International & Prism USA– Miami, Florida 06/2019 – 05/2020 Lead the Commercial team to drive product development and grow current Diaspora international top up business across Europe, USA & Latin America for the brands Digicel & Telefonica Mexico.

Revamped revenue growth through penetration and product re positioning to first YoY double digit growth in the past 5 years.

Led the Telefonica Mexico joint venture to revamp International Top Ups from US & CAN into Mexico bringing double digit growth after 24 months of continuous revenue decline. Director of Marketing-Business Development for LATAM & Caribbean ATN International – Miami, Florida 11/2015 – 09/2018 Spearheaded exploration of markets’ evolution, consumer rights, and emerging technological trends. Integral player in creating robust product and GTM strategies. Forged alliances with potential technology partners.

Transformed the mobile portfolio at USVI operator, reversing it from a negative trend to sustainable MoM base and approximately 20% revenue growth.

Launched commercial 4G mobile data in Guyana Operation (GTT), achieving greater than 30% incremental penetration growth through an impactful end-to-end product portfolio redesign and roll out. Chief Commercial & Marketing Officer

GTT Guyana Telecommunications (ATN International Subsidiary) – Miami, Florida 06/2017 – 05/2018 Navigated 250-member professionals in all aspects of marketing, distribution, B2B, mobile money, customer service, retail, BI, and consumer understanding spanning all corporate services. Javier E. Morales Page 2

Captured and maintained sustainable performance metrics as well as substantial improvement in brand metrics, breaking historical growth records.

Marketing Category Senior Director

Tigo El Salvador/Millicom – San Salvador, El Salvador 03/2013 – 10/2015 Conceptualized new products, driving strategy and penetration for commercialization, promotion, and growth across post- paid, pre-paid, and smartphone portfolio. Headed data-driven success of device subsidy, data adoption, and digital music.

Owned brand positioning, judiciously leveraging Tigo-owned attributes such as “smartphones,” “the best network for internet browsing,” and “device portfolio.”

Consistently exceeded revenue budgets for three straight years, successfully capturing 103% in 2015, 101% in 2014, and 103% in 2013.

Served as Acting Entertainment & Digital Marketing Category Director from June to November 2013, leading it from -6% MoM to a sustainable stabilization of 0% MoM and growth through multiple marketing strategies. Solutions Category Marketing Manager

Tigo El Salvador/Millicom – San Salvador, El Salvador 10/2011 – 02/2013 Championed the success of non-traditional added value products. Led cross-functional team in new product development and launch as well as structuring and maintaining brand reviews and customer presentations. Deep dived into market performance data along with handling P&L, marketing plans, and business intelligence.

Re-energized the category from 80% revenue budget achievement to 101% the next year, as the only category on or above budget, through innovating products, reorganizing the team, and improving key processes.

Deep dived into critical market performance data to gauge and refine its effectiveness as well as handling critical functions such as P&S, marketing plans, and business intelligence. Head of Marketing

DIP / Corporación Multi Inversiones (CMI) – Guatemala City, Guatemala 12/2006 – 09/2011 Directed marketing for the top process goods and poultry brands in Central America. Product owner and point person for brand management, marketing strategy, product development, research, trade, advertisement, BI and budget management.

Attained double-digit growth despite a low growing category by launching Separaditos as a package and presentation with added value, yielding positive impact for consumers and improving contribution to gross margin. Additional Experience

Founder & Product Development SaniSafe – USA & LATAM Founder & Marketing Director Burn Boot Camp – Weston, FL Marketing Specialist Procter & Gamble – Central America 03/2020 – Present

07/2018 – Present

03/2003 – 11/2006

Education & Professional Development

Pontificia Universidad – Católica de Chile

Master of Business Administration in Commercial & Marketing (Top MBA Program in Latin America) Universidad Rafael Landivar – Guatemala City, Guatemala Bachelor of Business Administration in Finance & Marketing (Top Business Program in Guatemala) INCAE Business School – Alajuela, Costa Rica

Leadership in the Digital Lifestyle (Top Business School in Latin America) London School of Business – London, United Kingdom STAR Program, Economics

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