Experienced Marketing Communications Executive

DAVID CEPEDA

*** ******** ****** - *** **** – Miami - FL – 33131 - Tel +1-954-***-**** - *********@*****.***

QUALIFICATIONS

– Global marketing executive with ten years of experience, working in marketing strategy, advertising, media, market research and business intelligence. Key strengths in marketing strategy, media planning and market intelligence. Result oriented with strong work ethic. Languages: English, Spanish, Portuguese. Graduate degree in International Marketing Management from top business school

PROFESSIONAL EXPERIENCE

Sony Latin America, Consumer Electronics Miami, FL

LatAm Regional Manager, Advertising and Media Jun. 2008-Present

• Manage Media Planning and Buying

– Plan media strategy based on consumer intelligence and analysis

– Buy media on regional and local TV, radio, print, outdoors, online and new media

– Analyze media performance based on objectives and target segments

• Lead Advertising and Creative campaigns and assets creation based on brand strategy

– Responsible for the development and launch of 360° integrated advertising campaigns for LatAm, including all online and offline media platforms to create engagement with consumers

• Lead Sony Latin America regional Intelligence and Market Research managing design, execution, and analysis of brand, advertising, segmentation and product research

• Lead Marketing Effectiveness measurement establishing methodologies KPIs, metrics and processes to be used by the Sony branches in Latin America, and tracking marketing return on investment (ROI) on advertising, media, online

General Motors, Latin America, Africa and Middle East (GM LAAM) Miramar, FL

LAAM Regional Manager, Digital Marketing Feb. 2005-Apr. 2008

• Developed and Managed Digital Marketing Strategies and Projects

– Defined strategies, processes, implementation and best practices for digital strategy across the region, including search engine marketing (SEO + SEM), email marketing, mobile marketing, dealer websites, sales of vehicles over internet, online lead generation, and third party auto websites marketing

– Used metrics and analytics for improving business performance, setting up KPIs, benchmarks and tracking results

• Managed online media and communications

– Managed search engine keyword buy (PPC) for Chevrolet in nine countries in the region including Brazil

– Managed online advertising campaigns, media buy and lead generation campaigns to acquire new customers

General Motors, Latin America, Africa and Middle East (GM LAAM) Miramar, FL

LAAM Regional Manager, Research and Business Intelligence Jul. 2003-Jan.2005

• Managed Market Research projects in Brazil, Argentina, South Africa, U.A.E. and regional tracking studies

– Regional projects included customer satisfaction, brand tracking, pricing, advertising and department consolidation

• Directed regional marketing analysis projects across the region identifying challenges & opportunities

– Projects include Marketing Return on Investment (MRoI) in Brazil, Pricing strategy and Luxury market in Argentina

General Motors, North America Market Research Warren, MI

Analyst, Market Research Mar. 2001-Jun.2003

• Managed market research studies to support Design, Brand and Product Planning teams with consumer input

o Designed research studies, selected methodology, developed questionnaires, obtained stimuli, managed supplier’s efforts, and coordinated fieldwork based on GM, US based product planning teams requirements

o Analyzed clinics’ quantitative and qualitative results, and provided conclusions and recommendations based on the study objectives. Developed written reports and presented the research study findings to upper management

EDUCATION

Thunderbird, School of Global Management Glendale, AZ

Master of International Management (MIM) Jan. 2000-Dec. 2000

Fordham University, Graduate School of Business New York, NY

Master of Business Administration (MBA) Sep. 1998-Dec. 1999

Universidad San Francisco de Quito Quito, Ecuador

B.A. in Business Administration for Development Sep. 1989-July 1993

ADDITIONAL INFORMATION

Languages: Spanish (Native); English (Fluent); Portuguese (Spoken)

Computer Skills: Proficient in Office (Excel, Word, PowerPoint, Outlook) Lotus Notes, Photoshop and Internet Analytics

References: http://www.linkedin.com/in/cepeda

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