Regional Sales & Marketing Manager- Latin America
Resume:
Rafael A. Álvarez
PO Box ****** - San Juan
PR *0936
**********@*****.***
SUMMARY OF QUALIFICATIONS
Dynamic Senior Marketing, Business Development, and Sales professional with strong expertise in the Caribbean, Central America, and South America. Proven track record of strategic consumer based brand building, market share, sales, and profitable growth across multiple businesses and cultures through product innovation and product optimization. Hands-on organizational leader able to direct, motivate, implement, and obtain the engagement of leadership teams and associates to the accomplishment of business objectives. Fully bilingual (Spanish and English).
PROFESSIONAL EXPERIENCE
RHEEM MANUFACTURING Co., Atlanta, GA 2006 – 2009
Regional Corporate Manager
In charge of all local and Federal Government Marketing, Sales, and Distribution efforts for the region, with P&L ownership and management of $15M region efforts. Directed forecasting process engaging with Sr. Corporate Management on business results reviews as well as company Federal Government Agency business presentation development and acquisitions. Active participant in “ONE RHEEM” Management Group.
Only Regional Corporate Manager responsible for all company wide category product offerings reporting to Corporate Group based in Puerto Rico.
Responsible of all company product presentations and bid participation for Federal Government Agencies in the Region. I.e. Panama Canal Core of Engineers
Designed and implemented 3 year Strategic Regional Business Plan for assigned territory.
Developed marketing metrics for key brands and quality measures to track progress.
Strategically refocused corporate export efforts resulting in 28% regional sales growth.
Effectively implemented a new business model for cost reduction and increase of brand portfolio.
Worked collaboratively across cross-functional team to recommend pricing objectives, strategies, and guardrails for the region.
Collaboratively worked on new business model operation in Brazil.
Transitioned operation from a direct customer model to a distributor based business model.
Directed and managed a team of 12 distributors divided amongst 15 Caribbean & LA countries.
Developed new distributor export effort contract reducing legal and business liability.
EL NUEVO DIA INC., Guaynabo, PR 2005-2006
Marketing Director
Led and oversaw a 14 associates’ Marketing team in the assessment of financial performance versus targets.
P&L ownership and management of $10M A&P Budget.
Collaboratively worked with consumer insights to recommend a research budget based upon prioritized brand and research needs.
Implemented a price audit to better understand current price position in the marketplace versus actual costs.
Developed and recommended product groupings long-term vision, and positioning.
Developed and implemented new department ROI review structure for key A&P initiatives.
Successfully led the timely completion of an 8-month new product launch of the new El Nuevo Día newspaper and website with 34% in cost savings versus budget.
MAYTAG INTERNATIONAL, INC. Guaynabo, PR 2004-2005
International Marketing Manager
Developed six separate product categories achieving $25M ABP prior to Whirlpool acquisition.
Accountable for Marketing Department budget worth $3M.
Directed and managed a team of 6 distributors divided amongst 8 Caribbean & LA countries.
Led the development of distribution, marketing, and advertising strategies for key brands such as Maytag, Jenn-Air, Amana, and Magic Chef.
Worked collaboratively with R&D and consumer insights to lead development of and recommend a brand’s innovation strategy.
Designed and launched first company retail corporate idea at international level i.e. Maytag Corner with increased brand retail sales of 32% in a 10 week period.
SPRINT INTERNATIONAL CARIBE, INC. Hato Rey, PR 2004-2005
Major Key Account Consultant
Key Account Management of over 60 high profile customer partners, achieving the successful implementation of the first company international VoIP solution with revenue of over $1M.
Managed, sold, and implemented both wireline and wireless company solution product offerings.
Awarded the Sprint Hero Award for excellence in sales revenue and account management.
AT&T, Guaynabo, PR 1998-2002
Indirect Sales and Marketing Manager
Recruited to manage the largest island-wide wireless activation volume account in PR with 45 retail stores and over 400 associates, supervising a team of 8 business associates.
Led the restructuring of the Indirect Sales and Marketing Department resulting in the subsequent responsibility of 30% of total company wide activations.
Achieved double digit revenue growth 3 years in a row.
Obtained #1 nat’l wireless activation ranking and highest hit-rate ratio with Radio Shack.
Awarded with the Most Distinguished Sales & Marketing Manager of 2001-02.
Served as a member of the Extended Leadership Transition and Management Team.
MOTOROLA OF PR, Hato Rey, PR 1995-1998
Marketing Manager
Accountable for P&L Mgt. of $8M budget which included all branded wireless and paging efforts in PR & USVI. Historic launch success of the Star-Tac models in PR with achieving 32% yr. profit revenue.
COCA-COLA PR BOTTLERS, Cataño, PR 1994-1995
Product Manager
Accountable for P&L Management of $10M budget which included all sales, distribution, and consumer promotional efforts of the number one recognized brand in Puerto Rico. Designed and executed efforts that attained 43% market share in the soft drink category in Puerto Rico.
EDUCATION
M.B.A. Marketing, Interamerican University, Puerto Rico
B.B.A. Marketing, University of Dayton, Dayton, Ohio
CERTIFICATIONS / BOARDS / SEMINARS
Certified Marketing Executive; Sales & Marketing Association (SME), 2005
Board Director, Sales & Marketing Association (SME), 2006
People, Process, and Planning; Indiana University, Kelley School of Business, 2005
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