Responsible for delivering financial targets & strategic commercial goals transforming the Company into digital, boosting transactions & shaping the future.
Principal Achievements: Digital Revenue & Contribution Margin: +4 times in 5 years. Best EBITDA ever in last years two years: +45% & +17% respectively. Sustained YOY Contribution Margin :+21% vs LY. LY Conversion rates+9%. EST +30%, VOD +20%
A consumer centric model developed to drive digital transactions.
All Company´s KPI connected with Digital initiatives via deeper analytics: data driven.
Implemented a dedicated digital structure & enhaced Clent focus.
Launched mobile initiatives to capitalized connected devices growth.
Brought new digital consumers capitalizing SVOD, Pay TV & movie goers .
UX improved , big data into small data to consumer insights transformation.
Expanded footprint.
Product life cycle maximized.
Optimized cross divisional synergies.
Franchise strengthened setting a new DWA title release record with Boss Baby & #2 performance of all time.
Transitioned physical business to LIO management whilst maintaining local oversight.
Assumed Central America & Regional Claro Development: gowing LATAM at 41% vs ly.
Marketing Director
20th Century Fox H.E
2014
to 2016
Responsible for driving digital growth and maintaining the physical business: FY16 budget surpassed by 21% boosting digital & driving consumer bahavior. Digital results: +50% above budget maximizing existing platforms and developing emerging local clients by triple digits delivering the NR conversion goals.
Managed and led the marketing department for 3 Studios: Fox, DWA, SONY.
Led the territory to achieve business and strategic goals from the lens of the Mktg. Director, to the interim Country Manager. Succesfully re structured Mexico´s Team.
Marketing Director
Paramount Home Media Distribution
September 2007
to August 2014
Responsible for managing and leading the Marketing Department for : Paramount & Universal.
8 different key business units (Paramount, Dream Works,NIckelodeon, Acquisitions, CBS, Universal, Studio Canal & NBC). Responsible for succesfully releasing 22 films per year.
Principal Achivements:
Financial & commercial goals achieved and surpassed during the 6 years. Margins and EBITDA were maximized.
The subsidiary became with Universal the second most important Studio in market share releasing the first Marvel titles, The Minions, Indiana Jones, Transformers, Fast & The Furious among many others.
Paramount received for the last two consecutive years the award for The Best Marketing Campaigns given by Mixup.
Paramount successfully entered into the Digital world that represented in 2014: 36% of the total EBITDA goal and increasing in double digits YOY.
Head of Marketing (Grouper) Laundry & Cleaners Division
Church & Dwight/Orange Glo
September 2003
to August 2007
Responsible for managing and leading more than 10 Brands: Oxi Clean Stain remover, Orange Glo, Kaboom, Arm & Hammer Laundry Detergents among others with more than 50 SKUS/ line extensions.
Principal Achievements:
Double digits growth in the first two years.
Positioned Oxi Clean as the #2 player in the safe bleach stain remover competing with P&G, Reckitt Benckiser & Allen among others.
Developed successfull line extensions and new launches as Oxi Clean Spoom,Carpet, bathroom that contributed to 30% of the strategic business unit.
Successfull promotions developed achivieng records building also strategic alliances( whirlpool) to maximize the marketing investment.
August 2016 Orange Glo was acquired by Church & Dwight leading with the MD an effective transition.
In 2007, marketing plans/ strategies developed contributed to a gain of 5 share points in Arm & Hammer Laundry Detergents with double digits growth in volume.
A Wal Mart 2007 VPI ( Volume Potential Item) won . An efficient synergy was built with the US. As a result:+ 51% increase in sales vs ly same period
Senior Marketing Grouper Automotive Division
CLOROX
November 2000
to September 2003
Principal Achievements:
Managed & led the implementation of the marketing plan to step change Armor All market share from 30% to 54% in 3 years.
Contributed and led the FY04 Volume & profit growth of 13% & 17% respectively vs LY.
Coordinate multi functional teams to launch new products & several promotions. Envisioned opening a new niche for the Armor All Wipes targeting housewives and bringing convienience to Armor All current users exceeding sales expectations by 2.5 times & holding 70% market share inspite of many competitors entries.
Brand Manager Home Entertainment
SONY Columbia Tristar Home Video
September 1999
to November 2000
Principal Achievements:
Best Employee of the Year award won based on innovation.
I led the department to win: the Blockbuster Annual Award among all Studios for Best Promotional Support. An strategic alliance successfully implemented with 12 leading companies receiving the World Wide Award for Best Marketing Campaign for Stuart Little.
Executive Account Manager at JWT for Warner Lambert, Kimberly Clark & Kellogg
JWT
June 1997
to August 1999
Principal Achievements:
Won the "Burt Manning" Scholarship Award.
Led via the advertising agency the successful resposition of Kellogg´s Corn Pops from children to teen brand.
I led a regional project across all Kelloggs subsidiaries and won the JWT annual Corporate Award for the Best Promotional Campaign with Kellogg´s Kamaritas.
