Areas of interest: Marketing, Advertising, Public Relations and Media
Markets of expertise: Food & Beverage, Snack, Wine & liquor, Technology, Media & Advertising
Desired positions: Marketing VP/Country Manager and/or Strategic Planning VP or Consultant.

Strategic objective: To continue maximizing my knowledge and developing my skills in order to increase the value of brands in a company whose products are consumed on a national or international level whilst increasing society's quality of life, through the identification and satisfaction of real needs, in addition to generating attractive profits for both clients and shareholders alike.

Summary of Skills: Being a highly results-orientated person with solid experience of creating original and intelligent initiatives in both the FMCG industry and the Retail business, has allowed me to improve any and all corresponding business practices. Furthermore, my understanding of the value of benchmarking, whether internally or externally, has made it possible to improve performance level in my areas and to translate other companies' concepts so as to make them relevant to my own. My proactive approach to the understanding of cultural differences permits me to utilize them in the recommendation of changes to current business practices. My approach to marketing planning, which includes a MROI go-to-market type of process to understand and match the consumer/customer needs with the corresponding competitive landscape, has allowed me to action different leverages in the marketing mix to create innovative, profitable and successful new product lines in the FMCG industry and to grow positioning and strengthen both ATL and BTL conversion rates in the Retail business, giving multiple and insightful reasons to customers to go into stores. I am an innovative leader of change with a strong, strategic long-term vision and boast excellent leadership qualities.

Areas of expertise:

• FMCG industry • Strategic planning • Budgeting and MROI • Retail business • Innovation & Positioning • Advertising • Licensing and Promotion • Market research

EXPERIENCE

AutoZone de Mexico October 2011 – to date Marketing Director – Automotive parts & accessories retail store Role

The company size is around $14.5 billion MXP in Mexico, $16 billion USD chain wide across geographies and manages 8 major classes in the parts and accessories business (hard parts, maintenance, accessories, batteries, chemicals, light repair, seasonal and tools) for people in general, mechanics and garage shops through leading known brands in the business and Valucraft, AutoZone, Duralast and Duralast Gold private labels. It currently has over 530 stores in Mexico as of March 2018. The position reports directly to the Merchandising & Marketing VP and indirectly to the President. Its annual advertising budget is around 1.25% of sales and has 6 Managers in direct report out of 18 total team members including Creative/Art, eComm, Social Media, BTL, Media and Promotion. The core function is to plan and manage the marketing leverages to position, promote and advertise both leading vendor and private label brands to grow overall awareness, consideration, purchase and loyalty conversion rates throughout the purchase funnel, helping the company achieve its organic growth and sales plan. Typical success measures among many others to evaluate the position's performance are top of mind, share of mind, same/all store sales, and same/all store customer count.

Main responsibilities

• To plan and execute the annual marketing media and promotional plan
• To manage all store in store advertising and signage to support multiple programs
• To leverage vendor funding to further develop marketing initiatives
• To grow and drive customer count and average ticket conversion rates
• To plan and manage the comprehensive annual marketing budget
• To create and advertise both strategic and/or tactic marketing campaigns
• Use media and public relations to support the new store opening program (40 store opening in average) and to enhance the company role as a key player in the business community.
• To carry out market research, analysis and competition monitoring in order to dynamically adapt and adjust business tactics to ensure competitiveness and sales impact.

Key Achievements to date

• Outlined the initial Marketing function and benchmarked it to current worldclass business practices, to close the gaps and led the company's transformation of the function, to create dedicated operational venues to properly manage and attend customer-centric brand touchpoints that now include eCommerce, BTL, Social Media, Research and Creative
• Did a 5Y long term marketing plan along with the brand architecture to leverage and support own private labels to grow sales and brand awareness based on strategic planning input
• Tested, produced and aired the initial and all creative advertising campaigns to both help position AutoZone as the first stop for every car need, and to promote merchandising product offers
• Plan and execution of the current media plan. Evolving the mix from one to more than 7 types of mass and alternate media
• Plan and execution of the promotional calendar throughout the year managing over 11 promotions with 20% average contribution to same store sales
• Launched the www.autozone.com.mx webpage, achieving within a year and a half over 19M cumulated daily unique visitors, having a completely new and redesign interfase, including multiple and relevant content creation to drive people onto recurring visits
• Launched the successful ExperTips YouTube program, to focus on giving to customers trustworthy advice as to build upon brand stature. Program has cumulated over 15M quality views (2' in average) in 2 years
• Planned and executed the company's 300th , 400th and 500th store openings, leveraging non-paid public relations and media coverage, having the company in the front page of major news media and business magazines.
• Drove LY same store customer count to a 6.7% conversion rate and above 18.2% for all store through several marketing efforts that include a BTL program and social media tactics.
• Doubled the size of the Facebook fan base within 12 months, growing from aprox 250k to over 500k in 2015. Actual total likes are way over a million (March 2018)
• Increased spontaneous awareness over 75% in major cities, growing and leveraging purchase funnel conversion rates to double digit across highly competitive regional geographies within the Mexican republic, incrementing top of mind over 40% within 3 years. Actual TOM has reached its historical high as of March 2018, having positioned the AutoZone business in mouth of 1 out of every 2 target customers

• Created the “Vas a la seguraâ€� brand slogan
• Submitted in behalf of AutoZone, the slogan “el fin de semana mas barato del añoâ€� to the ANTAD to be used in the Buen Fin program
• Executed several types of local sponsorships to bond the store and its brands to local geographies to leverage brand dominance and get more exposure to public relations.
• Planned the essential market research programs to input and adjust the company strategic planning to support future growth initiatives and to strengthen the current ones.

Bimbo, S.A. April 2008 – September 2011 Marketing Manager – Cookies & Biscuit category Main responsibilities

• To identify business opportunities and implement the annual marketing plan for the category
• To manage and plan product line promotion by operating marketing mix variables including licensing and seasonality.
• To manage trade-marketing plans based on BTL across distribution channels.
• To manage new product launch (DCU & Innovation)
• To create strategies and to follow up on the communication and media plan.
• To carry out category analysis and competition monitoring in order to dynamically adapt and adjust business tactics.

Achievements

• The plan and new product test of "Galleta Gansito"
• The implementation of the “Más por tu dineroâ€� promotion which achieved an increase in volume sales of more than 20% compared to the previous period.
• The implementation of the “Un Príncipe gana lo que quieraâ€� promotion achieving a 12% value sales increase.
• The launch of the “Barritasâ€� product line extension: Guayaba, Moras Mix, Naranja y Manzana, which achieved a $6.1 million peso increase per week per flavor.
• The “Barritas Marinelaâ€� package redesign, thus increasing TOM by 4pp.

Corporate GB April 2005 – March 2008 Corporate Marketing Manager Main responsibilities

• Future-driven strategies – To develop strategic thinking with future vision and a focus on new markets and categories.
• Control – The determination different function routes and limits through norms, policies and procedures.
• Consultancy – To help functional teams to create and build their initiatives.
• Processes – To promote professional skills and methodological discipline.
• Development –Training and the development of talent.
• Operation – To provide functional services in certain projects for organizations.
• Synergy – To promote internal/external share sales.
• Risks – Risk management and mitigation.
• Knowledge management – To manage, organize, optimize and distribute in-house knowledge. Achievements
• The management and planning of the Executive ability development program on an international level.
• Coordination of homologation in the innovation process.
• Brand spend budget allocation model (supported by the BCG) – This project was recognized and awarded in 2008 for the best execution and implementation across GB.
• Business analysis and strategy for M&A in new countries.
• Marketing function chapter and contribution for the M & A business operation model.
• Marketing Plan for China, including opportunities, brand architecture and 6 month actions prior to the regional launch of the Bimbo brand (Bin-Bao)
• Market Opportunity Factor (MOF) proprietary methodology development in order to support GB growth strategy.

PRIOR POSITIONS: Group Manager (2003 – 2005). Senior Brand Manager (2000 – 2003)

EDUCATION
Specialization in Marketing & Advertising ¬/ Universidad Anahuac del Norte / 1993 – 1995
Communication / Universidad Anahuac del Norte/ 1991 – 1995 / 9.3

COURSES (among others)

• Franklin Covey's signature 7 habits of highly effective people (2016)
• Franklin Covey's signature Leadership Program (2016)
• Sweet and salty crackers workshop (2009) – AIB International, Mexico DF
• Personal image seminar (2008) Public Image, Mexico DF
• Marketing Research Seminar (2005) Strategic Management International, Dallas - FW. TX

EXPOS

• Expo Management (2004 – 2009) HSM, Mexico DF
• ISM (2004 – 2006) Cologne, Germany
• Commercial Summit (2003 – 2006) Congress, Mexico DF

CERTIFICATIONS

• Executive Leadership Development Program (2007) DDI, Mexico DF CONFERENCE SPEAKER
• Speaker at the Branding Seminar for MBA alumni “Building the new brand valueâ€� (2007) Universidad Anahuac, Mexico DF

HOBBIES: Literature, movies, music and motorcycling