PROFESSIONAL PROFILE EXPERTISE & STRENGTHS

Seasoned executive with business management, marketing and sales expertise. Consistent and progressive practice leading to positions of Marketing & Sales Director, Marketing & Sales Vice President and Business Development Consultant. Broad know-how on leading effective business plans focused on market share growth, increasing sales, revenues and developing demand in new market areas. Proven ability creating new businesses, developing markets, launching products, services and distribution channels in multiple countries. Wide-ranging practice directing brands, products and services, distribution channels, advertising campaigns, marketing and sales programs. Strong analytical and planning skills, combined with management experience in key business areas including profitability, operations and personnel supervision. Effective communications and relationships, skilled at leading and motivating, highly organized. Fully bilingual (Spanish, English). Available for immediate relocation.

- Business start-ups

- New products and services development

- Revenue growth strategies

- Profit maximization, cost & risk management

- Market analysis, penetration & growth

- Advertising & media

- Digital marketing

- Co-branding and insurance programs

- Contracts negotiations skills

- Business compliance focus

- Communications strategies

- Effective integration with operational units

- Agencies & vendors and relationship management

- Successful internal and external customer relationships

- Individual and team supervision, coaching & mentoring

- Business presentations

- Strong interpersonal skills

- Proficient use of computer applications & Internet

EXPERIENCE

INMARKET – SAN JUAN, PUERTO RICO

Business Development & Marketing Consultant 2010 - Present

Direct small to medium businesses to identify and develop strategies that will generate growth and the desired return on investment through successful expansion, accelerating profitable growth, leveraging competitive advantage, overcoming market challenges or any combination of these.

- Business strategy development

- Brand positioning & development

- Distribution channels management

- Go-to-market programs

- One-to-one marketing programs

- Customer relationship management

- Loyalty & retention

- Business & marketing plans

- Event marketing, media & public relations

- SWOT & pricing analysis

- Budgeting & scheduling

- Market intelligence/opportunities

LEMA DEVELOPERS – SAN JUAN, PUERTO RICO

Marketing & Sales Director 2008 – 2010

Directed strategy for the development, execution, and management of marketing and sales plan encompassing integrated initiatives designed to promote company’s luxury new construction projects and commercial properties.

- Led relationship with advertising agencies and sales brokers and A-list customers.

- Directed event marketing, media and public relations.

- Managed marketing budgets, sales process and market trends analysis. Ensured business compliance.

KEYLINK – SAN JUAN, PUERTO RICO

Marketing Consultant: Financial Services: Credit Cards Industry 2000 – 2003

- Performed strategic consulting for MasterCard International and financial institutions throughout Latin America including Puerto Rico, Dominican Republic, Brazil, Chile, Mexico, Colombia and Venezuela.

- Executed research studies, analyzed markets and business practices, and coordinated logistics on direct marketing seminars.

CITIGROUP: CITIBANK'S DIRECT CONSUMER BUSINESS – SAN JUAN, PUERTO RICO 1990 – 2000

Marketing Vice President & Sales Director: Consumer Business Credit Cards Division (1996 - 2000)

Marketing Resident Vice President Acquisitions: Consumer Business Credit Cards Division (1994 - 1996)

Marketing Manager: Credit Cards Business (1990 - 1994)

- Responsible of all marketing, sales, business growth, profitability and risk management activities for bankcard products acquisitions and usage programs.

- Directed Puerto Rico’s Credit Cards Sales Group; grew portfolio by 45%, positioning Citibank as the #1 issuer in PR and Latin America within the franchise.

- Initiated and led PR’s outbound/inbound telemarketing and shopping malls kiosks direct selling channels.

- Developed and launched Citibank’s credit cards telemarketing acquisitions operation for five in-house centers servicing six countries: Panamá, Dominican Republic, Costa Rica, Guatemala, Jamaica and Trinidad-Tobago as key member to the Caribbean and Central America Region Expansion.

- Generated incremental account activity and profitability for business’ portfolio by managing the risk evaluation and sales performance of all marketing programs.

- Grew market share by 20%, acquiring over 300M accounts through the implementation of aggressive marketing plans.

- Grew accounts and sales volumes by 175% and 383% respectively, outperforming main competitor by 30M accounts.

- Improved overall CPA -- Cost per Account/Acquisition -- by 51%, saving over $5MM marketing dollars during a 7 years period.

- Contributed to PCE -- Profit Center Earnings -- growth of 410% over a 7 years period, the highest figures provided by any single business unit within the local franchise.

- Developed the direct selling acquisition program for Private Label portfolio, growing accounts and sales volume by 110% and 75% respectively in 1 years.

- Expert member of Citibank International Division taskforce; transferred cards acquisitions’ marketing best practices to key LATAM cards businesses (Argentina and Chile).

- Expanded distribution mix, maximizing market coverage, and improving response rates and CPA results.

Channels: Direct mail, telemarketing, statements and newspaper inserts, hi-end magazines ads, press releases, AAdvantage program in-flight promotions and mileage bonus offers, “Member-Get-Member” campaigns, branches “take-one” applications, ValPak promotions, and shopping mall kiosks.

- Designed and established new Source Coding Structure and MIS, improving campaigns/test cells results tracking and performance evaluation.

- Local American Airlines AAdvantage Partner Leader for Citibank AAdvantage cards acquisition and usage programs.

- Led relationship with local and US advertising agencies, direct marketing agencies and insurance companies.

- PR Agencies: Foote, Cone & Belding (FCB), Young & Rubicam (Y&R), Leo Burnett, McCann Erickson, LAATINO, KOI, Comunicadora Nexus, Casiano Direct, Direct ResponSource, El Día Directo.

- US Agencies: Heinrich Marketing, Inc., DM Group, N.W. Ayer/Ayer Direct.

- Insurance Agencies: CIGNA, AIG.

- Managed development and launching of Citibank TV Ad and acquisition campaign “Destinos” for the launching of the Inbound Telemarketing channel; awarded Best Caribbean & Latin America Campaign by MasterCard International.

- Presided Puerto Rico MasterCard International Marketing Committee, key member of Puerto Rico VISA International Marketing Committee.

- Business link for integration of internal and external support areas: customer service, legal and compliance, advertising, public relations, credit, systems & technology, accounting & financials, human resources, facilities and credit bureaus.

COLGATE PALMOLIVE – SAN JUAN, PUERTO RICO 1987 – 1990

Product Manager: Personal Care Products (1989 - 1990)

Assistant Product Manager: Detergents/Reusable Cloths/Household Cleaners (1987 - 1989)

FIRSTBANK – SAN JUAN, PUERTO RICO 1985 – 1987

Product & Marketing Manager: Bankcards Business

BANCO DE PONCE – SAN JUAN, PUERTO RICO 1982 – 1985

Product Coordinator: Cards Business (1984 - 1985)

Sales Representative: Bankcards Merchant Business (1982 - 1984)

Customer Service Representative: Bankcards Division (1981 - 1982)

EDUCATION

University of Oklahoma: ABA School of Bank Card Management

University of Puerto Rico: Graduate School of Business Administration, MBA Program

University of Puerto Rico: School of Business Administration, BBA Marketing

Certified Organizing Specialist (COS): Professional Organizing Certification

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