Antonio Ramírez Morales
Palermo ****, Colonia Italia Providencia
Guadalajara, Jalisco, México.
Home Phone: (3) 642-95-61 / Mobile: 331-***-**-** / Office: (33) 3330-64-21
WORK HISTORY:
MARKETING CONSULTANT & SPORTS MARKETING ADVISOR
PD Marketing (June 2008 – Present)
• Developing marketing strategies for different clients.
• Sponsorship recommendations
• BTL plans
• Business assessment and specific marketing diagnostics
NON-COMPETE AGREEMENT WITH PEPSICO
18 MONTHS (May 2008 – December 2009)
• Due to marketing area re structure, my position in Gatorade Mexico disappeared and all my direct reports passed to report to Marketing Director.
• In order to protect the company interest, they offered me to have the agreement of confidentiality which made it impossible for me to work in activities and/or companies direct competence of the company. The contract was signed by me by agreeing to the interests of both parties.
GATORADE MEXICO
Marketing Manager (Nov 2006 – May 2008)
• Responsible for all marketing sub-areas (equity, sports marketing, professional marketing)
• Key role: to align the complete brand strategy for Gatorade and its new products / sub lines in order to unify efforts in each of the sub-areas.
• Responsible for volume as well as share of market results for Gatorade Mexico.
• Total annual budget managed: 24 MM USD.
GATORADE MEXICO
Equity & Innovation Manager (Nov 2002 – October 2006)
• Responsible for leading the development and implementation of communication, advertising, products, packaging, price and promotion of Gatorade and Propel Active Water strategies for achieving the objectives of volume, market share and profitability for both brands.
• Total annual budget managed: 14 MM USD.
GATORADE MEXICO
New Products Manager (Nov 2002 – October 2006)
• Responsible for analyze, evaluate and recommend new business opportunities for Gatorade Unit in beverages industry.
• Develop marketing plans for new products. Best example: Propel Active Water
QUAKER OATS MEXICO
Group Marketing Manager (Feb 2000 – Jan 2002)
• Responsible for all marketing activities for Quaker Brands in Mexico (Chewy Granola Bars, Quaker Oats, RTE Quaker Cereals, 3 Minutos, Aunt Jemima).
GATORADE & QUAKER OATS MEXICO
Market Research & Insights Manager (May 1998 – Dec 1999)
• Responsible for coordination, implementation, analysis and presentation of all consumer and trade research made for Gatorade and Quaker Brands.
GATORADE MEXICO, CENTRAL AMERICA & CARIBEAN
Market Research & Insights Manager (April 1997 – April 1998)
• Responsible for coordination, implementation, analysis and presentation of all consumer and trade research made for Gatorade.
• Evaluate, based on consumer research, new countries to launch Gatorade brand.
GATORADE MEXICO
Market Research & Insights Coordinator (Jan 1993 – Mar 1997)
• Responsible for coordination, implementation, analysis and presentation of all consumer and trade research made for Gatorade.
EDUCATION
Degree in business administration / Marketing area (1988-1992)
Instituto Tecnológico Superior de Occidente (I.T.E.S.O.) Guadalajara, Jalisco. Mexico.
SKILLS
English (80%)
Analytical capacity
Managerial skills
Leadership
Strategic thinking
Teamwork
PERSONAL DATA
Place of birth: Mexico City
Age: 40
Marital status: married
Children: 2