Senior Brand Manager

Ricardo A. Rivera Fontánez

787-***-**** *********@*****.*** Residency: Summit Hills, San Juan

Postal Address: #1 Villegas St, Apt. 8301, Pórticos de Guaynabo, Guaynabo, PR 00971

Profile Summary

Bilingual manager and supervisor whose negotiation, communication, organizational, and leadership skills contribute to elevating the team and establishing positive interpersonal bonds with stakeholders, customers, and suppliers. Innovation oriented, marketing specialist with 16 years of experience in the manufacturing and distribution industry performing advertising, media, public relations, and digital and social media plan development. Analysis driven, global management expert who uses data analysis, ROI, and market and consumer trends to formulate trade and consumer marketing plans for export per distribution channels and territories.

Experience

(2017 - present) Senior Brand Manager, Puerto Rico Supplies Group

Accomplishments:

●Organized a Food Marketing team using intertwined brand assignment and a flawless induction plan.

●50% marketing investment savings through cross branding trade executions

●Strengthened commercial relationships with suppliers by targeting their objectives, and designing marketing plans resulting in double-digit sales growth.

Responsibilities:

●Lead and supervise Food Division Team of 4 brand managers with a multimillion sales objective.

●Collaborate in the development and execution of short, medium- and long-term marketing plans for a 23 multicategory brand portfolio including: market research, sales forecasts, pricing, ROI, budget management, brand awareness, packaging design, consumer & trade marketing, and public relations strategies.

●Manage new categories development according the needs of our customers; and our business innovation, profits, and sales goals.

●Negotiate with suppliers to ensure the best brand’s competitiveness and company’s profit goals.

●Establish timelines for Business Reviews and Brand Plans according to annual planning calendar.

●Works on interdepartmental planning teams, working cross-functionally to improve processes within the organization.

●Nurture high-level marketing skills of staff and provide coaching and mentorship to increase execution levels.

(2012 - 2017) Brand Manager, Puerto Rico Supplies Group

Accomplishments:

●Awarded the 2013 & 2018 Sales and Marketing Executive Award for Excellence in Marketing: Best Brand Campaign and Media Plan

●Led 7% increase in Borden cheese’s market share solidifying its leading position in the market.

●Positioned Borden from a TOM cheese brand to a mega multi-category brand expanding its presence in new categories.

●Increase from 5K to +125K fans in Borden’s Facebook, today positioned as Puerto Rico’s #1 dairy brand in video reach and develop website design plan.

Responsibilities:

●Chaired Borden brand management, #1 cheese brand in Puerto Rico.

●Executed an efficient 360 marketing, advertising/media, and trade plan based on consumer’s insights and trends, customer’s needs, and company’s sales objective.

●Communicated recommendations and monitored profitability analysis, and interaction with advertising and promotions agencies.

●Researched and analyzed market & consumer trend data, and competitors’ activities. Anticipated risks and introduced strategies to attend said trends in synergy with market demands.

●Capitalized on business opportunities through innovation, new product development, portfolio extension, packaging design, and price strategies.

●Forecasted sales and volume for Sales and Purchase Departments.

●Designed and presented Business Reviews to the company's top management, customers, and suppliers.

(2004 - 2012) Brand Manager & Marketing Analyst, Suiza Dairy Corporation

Accomplishments:

●Launched and established several company’s acquired brands as leaders.

●Sustained brand SOM growth as Puerto Rico’s leading brand in the milk category.

●Achieved Essential Milk re-launching growth up to 70% after reaching its mature phase in 2007.

Responsibilities:

●Prepared annual marketing plan, sales analysis, business review, trade marketing, consumer’s promotions, budget management, market research, sampling programs, and fulfilled basic training for promoters.

●Managed the Suiza Dairy portfolio, Nesquik RTD, Lactaid, Byrne Dairy, and Tuscan brands.

●Launched and/or pioneered new brands or sub-brands such as: Suiza Yogurt, Milk 2 Go!, Silk Soymilk, and Essential Milk.

●Developed and implemented brand campaigns with strategic media coverage.

●Created the company’s website and Facebook page.

●Evaluated the effectiveness of marketing strategies through weekly and monthly sales analysis.

●Analyzed market trends, monitored trade through retail visits and online research, and issued price analysis reports.

Education

(2010) Master’s in Global Management / Marketing Specialty

University of Phoenix Guaynabo, PR

(2008) Bachelor’s in Business Administration / Marketing

University of Phoenix Guaynabo, PR

Software Proficiency

Microsoft Suite (Excel, Word, PowerPoint, Outlook, Teams), Power BI, Google Docs, Skype, WebEx

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