Marketing Sales

RITA ELENA ESTRADA

***** ******* ******* **. ******, FL 33331

Home: 954-***-****

Mobile: 954-***-**** Email:

ljop0g@r.postjobfree.com

SENIOR MARKETING PROFESSIONAL

Innovative customer-oriented marketing executive with an established and

remarkable record of successful performance in complex markets for Fortune

100 corporations, particularly for LATAM markets. Extensive experience in

marketing consumer products and services, developing unique brand

positioning strategy that clearly differentiates from competitors' brands

with proven market and financial results Decisive, effective team

approach, outstanding communication and negotiation skills. Best at

analyzing slumping sales and declining market share symptoms and

prescribing not only marketing, but also sales remedies. Spent several

years consulting and teaching marketing postioning at the graduate level.

Received London Festival Media Award for creative development in

advertising in 2002; earned the 2000 Top Brand award recognition by Gallup

Research and 2001 Verizon Performance Award. Completely bilingual in

English and Spanish.

PROFESSIONAL EXPERIENCE

Infomentis LatAm & Caribbean / CTA Partners, Ft. Lauderdale, FL USA

2009 - Current

Latin America Consultant and Training service partnering with Infomentis-

TAS Group USA

Senior Marketing Consultant - Independent Advisor to Business & Research

Agencies

Delivers configurable programs for training and performance improvements to

Latin American and Caribbean clients to help them more effectively

attract, retain and leverage their customers to achieve bottom line

results.

. Integrate seminars, workshops, and strategic consulting services and

collaborative tools into a unique solution to address the needs of

clients.

. Provide tailored key marketing strategies and organization changes to

meet client's high growth objectives.

. Develop and effectively communicate the structure for individual project

presentations and materials.

. Build up marketing research with customer-focus, reviewing quantitative

and qualitative data analysis.

WESTERN UNION, Sunrise, FL USA

2007 - 2009

Global leader in Money Transfer services

Senior Marketing Manager US Outbound - South America

Accountable for the overall performance of the US money transfer business

for 11 South-American countries worth over $5 billion. Drove and led

national and regional marketing plans, including consumer research,

competitive analysis, pricing and communication strategies to drive new

customer's acquisition and frequency usage across the US.

. Led the creation and implementation of US Hispanic marketing plans

focused on Brazilian and South American immigrants improving brand

loyalty and increasing market share despite higher pricing and slowing

economy.

. Initiated and led recurrent customer research and analysis pursuing

targeted initiatives by DMA and cities resulting in a 7% revenue growth.

. Built and leveraged partnership and alliance promotions with related

brands, companies, and institutions that delivered a 5% increase in

frequency usage and 15% of new customer's acquisition within cost

effectiveness.

. Worked closely with Sales team implementing and monitoring the

development of ethnic agents through surrounding retail-marketing

activities, and maintained a 35% of gross profit in a highly competitive

marketplace.

. Built a strong, supportive, and trusted relationship with four complex

regions of the South American team by emphasizing goal achievement,

budget accountability, and team collaboration resulting in two

Accelerators awards for 2008 business results.

COCA-COLA Company, S.A., Caracas- & Costa Rica 2002 - 2004

Leading marketer of eight non-alcoholic beverage brands and partner for

local bottlers and distributors.

Marketing Director, Venezuela & Colombia

Led the regional advertising, media planning, research, promotions, and

new product development for sales of $45M in Colombian and Venezuelan

territories for nonalcoholic beverages. Managed a marketing budget of over

$25M and reported to the Regional General Manager.

. Increased market share by 15% and "favorite brand" by 10% in less than

two months by developing an "emotional connection" marketing strategy

between the Coca-Cola brand and its consumers that enabled users to

identify CC with traditional, cultural values.

. Launched and headed a successful new global marketing campaign for CC in

less than one month in spite of a critical shortage of materials and

depressed market. New campaign achieved 55% over sales estimate and

generated 50 articles in marketing publications and more than $250,000

worth of press coverage in the three months.

. Faced with -50% sales due to political crises, renegotiated existing TV

advertising contracts that reduced purchase commitments by 35%. Coca-Cola

was the only company to obtain this concession from the TV stations.

. Led and supervised more than 20 people covering all Marketing fields as

well as two countries' business.

Cantv (Verizon), Caracas 1998 - 2002

Largest private company and leading provider of telecommunications

services; Verizon's majority shareholder with consolidated revenues of

$1.95B and EBITDA of $600M.

Director of Marketing, Advertising & Branding

Reported directly to COO as the first Corporate Marketing Director.

Responsible for introducing "the basics" and managing an annual marketing

budget of over $100 million.

. Conceived, conducted and delivered a rebranding process for Cantv

directing one year of research, analysis, bids and approvals process; one

year later, won first place in an independent study as the brand with the

highest awareness.

. Customized an international customer satisfaction research tool and

spearheaded the ACSI process that changed Cantv's internal paradigm on

customer's profiles and measurement.

. Saved $3M in TV media negotiations by transforming a decentralized

marketing team into a corporate centralized one.

. Achieved the highest telecom brand awareness and the second best baseball

season brand sponsorship by managing below-the-line sport promotions and

events resulting in successful new phone plans for baseball fans (250%

over the sales forecast).

. Redirected a high-investment advertising campaign into a national public

press strategy for changing area codes nationwide. Generated 2,500 free

first page articles, thousands of first-mentions on broadcast news in 12-

months while improving customer satisfaction by 11 points.

. Created Cantv bundled prepaid calling card business including subsequent

promotions. Increased market share by 30% in one year and reached 250,000

retailers nationwide.

IESA, Caracas 1993 - 1998

Graduate School of Management, one of Latin America's leading academic

institutions.

Department Head, Marketing Department

Created a department structure that built business profitability and

established marketing discipline as core program. Enhanced fundraising

program with new business relationships.

. Created the first graduate-level marketing education program in the

nation generating 35% of total institutional revenue in the first year.

. Develop a consulting business unit for the School for medium to large-

sized companies generating new scope and revenues

AMERICAN EXPRESS, Caracas 1989 - 1993

Business card franchise and provider of travel, financial and network

services.

Marketing & Planning Director

Led the direct marketing engine encompassing direct mail, telemarketing,

media strategy and member events for card acquisition numbers and quality

assurance. Executed $50M in advertising and promotions.

REVLON OVERSEAS CORP., Caracas 1988 - 1989

Marketing Manager, Cosmetic Division

UNILEVER, Venezuela, Brazil, Argentina and Italy 1983 - 1988

Marketing Manager Personal Care

EDUCATION / PROFESSIONAL DEVELOPMENT

M.B.A., Marketing major, IESA, Caracas,

B.S. (equivalent), Chemical Engineering, Universidad Metropolitana, Caracas

Profess. coursework includes:Social Media and Landing Page Optimization

Certifications (Marketing Experiments)

Digital Marketing (Profero Agency), Leadership Executive Program (Babson

College), Total Marketing (Philip Kotler),IMC (Don Shultz),Branding (Al

Ries) Service Marketing (Arizona University)

ACADEMIC EXPERIENCE

Professor of Marketing Communications, M.B.A. curriculum, IESA, 1993-2004

Professor, Marketing Management and Communications, M.B.A. curriculum,

UNIMET, 1993-1996

AFFILIATIONS

MEMORIAL HOSPITAL WEST Care Volunteer (2 days per week)

AMA (American Marketing Association)

National Market Research and Opinion Association

Board of Directors, Caveguias(Yellow Pages) and National Advertising

Association (ANDA)

Contact this candidate