Social Media Manager
Resume:
P R O F E S S I O N A L P R O F I L E
Accomplished business manager. Experienced in communications and brand development, distributor partnerships, portfolio management, innovation and new product development in highly competitive consumer packaged goods (CPG) sector. Skilled at managing multiple brands positioning and turn-around comprehensive marketing and trade plans. E X P E R I E N C E
S K I L L S
US Marketing Manager
Drew Estate Feb 19 – Feb 20
Developed marketing and communications plans for US markets building path to purchase and effective ROI on campaigns.
• Designed brand communication architecture and guidelines for Joya de Nicaragua, aiming to reduce media message
inconsistency. Plan activated in digital social media, traditional media and POS. Social Consumer engagement grew 14%.
• Enabled Antaños® marketing campaign content so it could coexist in social media and traditional media, brand reviews grew 5% and unpaid content was delivered from 6 mayor cigar bloggers.
• Developed and created 2 consumer engagement programs for 6 mayor events this year, leading to brand trial, product tasting while complying with local, regional and federals laws.
Senior Marketing Manager
Campbell's Soup Company - LATAM Division Apr 15 – Dec 18 Led, developed and executed Marketing and Trade plans for LATAM markets, implementing brand strategy through regional campaigns, strengthening brand awareness at point of sales and consumer engagement using regional and local distributor networks. Direct reports 1.
• Led Campbell’s marketing and communications programs for Snacks Division (Goldfish®, Milano®, Tim Tam® and Royal Dansk®) for all LATAM regions, South & Central America, Caribbean and Mexico, managing a $5.5 M marketing budget. Delivering 9 annual content campaigns through a consistent ATL, BTL through 10 distributors, obtaining and average of +10pp increase on key markets sales.
• Planned and executed more than 15 marketing initiatives through field teams in each country that doubled sales in 8 months through the distribution network, by analyzing each local retailer needs, distributor networks and global and local competition.
• Led sales teams to engage in foodservice strategy with top tier retailers in the region, leading to ideation, design and development of ingredient and communication plan.
Andres E . O l e t t a
********@*****.***
www.linkedin.com/
in/andresoletta
55 Ocean ln dr, Key
Biscayne, FL
S E N I O R B R A N D S T R A T E G I S T
Solution Seeker
Entrepreneurial Mindset
Brand Management
Market Share Growth
Team Leading
Project Management
P&L Management
Insights Developer
Team Builder
Fully Bilingual: Spanish & English
3-D Managerial Effectiveness Seminar
(Reddin Consultants)
Strategic Communications (Cargill)
Marketing Academy (Cargill)
Marketing and Insight Conference
(General Mills)
Understanding Low Income
Consumers (UCAB)
Negotiation’s Workshop (IESA)
C e r t i f i c a t i o n s
& O r g a n i z a t i o n s
E D U C A T I O N
E X P E R I E N C E C o n t i n u e d
Sr. Business Development Manager
Cargill Inc. Jan 2013 – Jun 2014
Led business and brands review to redefine marketing strategies and product development, assessing different business opportunities, modeling and ROI evaluation of business plans. Direct Reports 2.
• Developed Truvia s Business 2 Business route to market strategy using Cargill s opportunity mapping methodology. Customized solutions portfolio presented to Tier #1 and #2 customers reaching consideration point. Develop post evaluation presentations to present to clients including final campaign results and recommendations. Commercial Product Manager
Cargill Inc. Jan 2011 – Dec 2012
Developed and implemented a consistent 3-year business strategy plan for the Flour Platform, focused on brand advocacy and innovation, sustainable top line growth over strong budget management assuring feasible operations.
• Managed P&L delivering a $114.7 M EAT thriving on brand building, portfolio optimization, opportunity market mapping, demand planning process efficiency and political risk mitigation.
• Advanced and executed the platform’s pricing strategy over B2C and B2B clusters, leading to savings in $2.2M by improving cost structure. Sr. Brand Manager
General Mills Inc. Jan 2006 – Jun 2010
Responsible for steering the company’s marketing budget. Managing campaigns communications, media buy and consumer implementations for Nature Valley®, Green Giant®, Häagen Dazs®, Betty Crocker® and Diablitos®. Direct Reports 5.
• Delivered over 21 complete marketing campaigns, 10 promotional campaigns, 14 TV commercials and more than 80 BTL initiatives through Trade and Social Media agencies that generated over $110 M EAT.
• Led the Holistic Margin Management (HMM) culture providing over 60 actions for on asset utilization, product design, operating scale and sourcing network to add value to consumers.
EXPERIENCE PRIOR 2007
Brand Manager
General Mills Inc. Jan 2004 – Dec 2005
T rade Marketing Specialist
Johnson & Johnson Jul 2002 -Dec 2003
J r Brand Manager
Johnson & Johnson Feb 2001 -Jul 2002
M A R K E T I N G
E X P E R T I S E
Marketing
INSTITUTO DE
ESTUDIOS SUPERIORES
DE ADMINISTRACION
(IESA) Caracas,
Venezuela
Bachelor of Arts in
Economics
UNIVERSIDAD
CATOLICA ANDRES
BELLO (UCAB) Caracas,
Venezuela
Strategic Planning
Brand Equity Building
Consumer Research
Brand Positioning
Product development
Insights creation
Business Planning
Price targeting
Brand Strategy
Competitive Analysis
Integrated Marketing
Forecasting
Sales Management
Digital Advertising
Traditional Advertising
Social Media
Brand Communications
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