Marketing Specialist in CPG/Food & Beberage Industry

Guadalupe D. Barnett

**** * *. ***** **., Apt. B, Pasadena, CA 91107

Ph: 916-***-**** Email:*********.********@*****.***

MARKETING SPECIALIST

Project Management - Customer Marketing - Product Development & Launch

Innovative and results-driven marketing professional with over 11 year experience coordinating multi-channel marketing programs, and promotions for top consumer brands; successful track record of achievements through increased market share, revenues and profitability; Awarded “Best creative concept, trade-marketing, brand communication, and project execution in grocery stores” by P&G.

Key Skills

• Financial Analysis and Budgeting

• Vendor Screening and Management

• Developing communication concepts

• Market Analysis and Strategic Planning

• Creative Agency

• Cross functional team leadership

• Consumer Insight

• Brand activation

• P & L responsibility

• Hispanic Marketing

Additional Skills

• Proficient in MS Office (Word, Excel, Power Point, Outlook)

• Fluent in English, French and Spanish

ADVANCED RESEARCH SYSTEMS

Background Screening and Drug Testing Company, Walnut Creek, CA

Marketing/Business Development Coordinator January 2010 – May 2012

• Support in business development, identification of new business opportunities, definition of marketing strategy, lead the implementation of marketing plan, creation and execution of strategies to maximize sales goals, achieve market share, and profit

• Prepared, conducted and analyzed customer service survey

• Managed yearly marketing budget, schedule and production of all marketing materials and coordination of trade-shows

• Implemented marketing strategies, increasing sales by 15% in the second month

• Acquired 17% of new clients in first three months

NUTRISA, S.A DE C.V., Mexico

Manufacturer of Frozen Yogurt, Natural Food, Food Supplements, Beauty & Personal Care Products

Associate Marketing Manager May 2006 – April 2009

• Assisted in all marketing and creative projects related to brand promotions, product launch, marketing communication campaigns, brand image, packaging, trade-marketing, digital marketing, merchandising programs and new business development

• Support in competitive category reviews and assisted with the development of strategic growth plans across Nutrisa’s portfolio

• Coordinated the launching of Nutrisa yogurt ice cream in Walmart and Costco stores, assisted in planning and implementation of trade-marketing strategies, exceeding sales by 25% in the first 3 months

• Assisted the marketing team to launch soy ice cream in 35 Nutrisa stores generating growth of 10% and sales of US$275K in the first 3 months

• Coordinated the second largest project in the company history, producing over US$370K in added revenue, with 18% of profitability and exceeding sales goal more than 5% in the first month

• Re-branded and re-launched Healthy Fast Food restaurant chain, increasing sales by more than 50% in first quarter of 2009

• Planned and implemented merchandising & trade promotions for food supplements and beauty & personal care products exceeding sales by 18% with an average of 26% ROI

RPA CANADA, Montreal, Canada

Retail agency specialized in consumer goods / build retail brands

Strategist Assistant Jul. 2003 – April 2006

• Supported Senior Strategists and the Strategy Director in developing insightful and convincing strategic solutions for leading retailers and branded manufacturers. Organized, synthesized and communicated strategic or support work for clients, including primary consumer research. Worked alongside and supported the Strategy and Insights teams

• Accounts managed: Telus Communications, Saputo Inc., P&G, L’oreal, Molson Brewery, Bank of Montreal, Pharma Prix, Canadian Tire, Cascades, Petro Canada, Maple Leaf foods, ConAgra Foods Canada

• Leaded the strategic component of project deliverables and representing RPA with clients

• Assisted in preparation of reports including writing and editing secondary information summaries, findings of primary research, documentation and visualization of strategy and recommendations. Present process, findings, and strategy to clients

• Support in qualitative and quantitative research techniques such as surveys and focus groups

• Coordinated various internal and external data sources

RPA MEXICO, Mexico

Retail agency specialized in consumer goods / build retail brands

Project Coordinator Mar. 1997 – June 2003

• Assisted in planning and execution of multiple trade-marketing and merchandising projects in coordination with Analysis & Strategy Department and Creative & Production Department.

• Accounts managed: L’oréal, Milk LALA, Campbell’s, Unilever (Ice Cream and Shampoos Division) Kraft Foods, Coca-Cola, Frito-Lay Latin America, Bimbo Latin America, Procter & Gamble, Samsung, Sony, Nestlé (Coffee and milk divisions), T-FAL, Schering-Plough (OTC products).

• Supported in the development of customer base by identifying new business opportunities increasing annual sales in trade marketing and merchandising Projects in 30% during 2 years.

• Guided image design of Procter & Gamble "Clean Zone" planned and implemented promotional campaign in grocery stores registering record sales (increased sales in 68% during 3 months) on Laundry & Fabric Care and Household Cleaners categories.

• Assisted with multi-channel communications strategies, trade-marketing and merchandising projects to launch Bimbo packaged bread brands in Venezuela, Argentina, Colombia, Chile, in grocery stores which contributed with superb sales by $252 mm USD in 2002.

• Implemented promotional campaigns to boost up the Nestle coffee & milk categories in grocery stores increasing sales by +32% with an average of 30% ROI.

WEITNAWER MEXICO, Mexico

Duty Free Stores

Advertising and Promotion Coordinator Sept. 1994 – March 1997

• Planned and prepared advertising and promotional materials to increase sales of products

• Assisted marketing manager in all aspects of on-site promotional activities

• Supported and promoted Cartier branding and messaging in consultation with Cartier Paris.

• Prepared budgets and submit estimates for program costs as part of campaign plan development.

• Managed production of communications projects for cosmetics, liquors, clothing and accessories top brands

• Monitored and analyzed sales promotion results to determine cost effectiveness of promotion campaigns.

• Prepared and negotiated advertising and sales contracts with vendors

EDUCATION

International Trade and Marketing Certificate (pursuing)

UCLA Extension 2012

Post-Graduate Marketing Management Certificate - 2 year program Apr. 2004 - May 2006

HEC Montreal, Canada - Ranked in 2006 by Business Week as the top 10 of non-US Schools

Universidad del Valle de Mexico Aug. 1990 - Dec. 1993

Bachelor's Degree in Graphic Design

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