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Yyyyyy x. yyyyyy
Xxxxxx, XXXXXX xxxxxx ￨ (xxx-xxx-xxxx ￨ email@example.com
Profit-Centric Leader Skilled in Digital, Social & Mobile Marketing; Integrated Communications; Consumer Insights Identification; Trade Marketing; Consumer Promotions; Go-To-Market Execution; and Brand Management.
Dynamic Brand Marketing & CPG / Beverages Industry Expert who makes sound decisions to reflect positively on multi-site global business initiatives in alignment with a company s vision, value, and goals. Top Performer who achieves a competitive advantage via solutions-centric critical thinking for insightful, change-driven results, and who conceptualizes innovative marketing plans for world-class brands in B2C and B2B environments. Visionary Professional who rises above challenges to improve the bottom line, including quickly adapting to evolving scenarios across markets in Asia, Europe, South America, and Mexico. Bilingual Communicator (Spanish / English) who develops synergistic relationships with cross-geographical executives, stakeholders, and consumers.
Global Marketing Consultant
Capitalized on the opportunity to lead forward-thinking internal marketing initiatives for a high-profile Fortune 10 company, including developing the flagship brand marketing plan encompassing all positioning, innovation, promotional and launch tools, marketing communication plans, and team building / training to support efforts. Aligned marketing plans with leadership team, sales staff, and key stakeholders. Created and delivered marketing creative, communication promotional tools, and partnership / sponsorship opportunities to support sales team, product volume, and profit targets. Partnered with sales team and global network to sell-in new opportunities.
Built a product pipeline to deliver $100+ million in incremental revenue within a 5-year period.
Refined a multi-division training and learning curriculum for a dynamic global marketing team.
Led professional development of 4 global zone leads in Moscow, Shanghai, Mexico City, and Canada.
Led top-notch team of 10 to identify, develop, and execute new products and services, including promoting 11 ideas in pipeline, 5 in test-and-learn, and 1 ready for commercialization globally.
Designed and launched internal portal with agency partner to crowdsource ideas, support project collaborations, and facilitate best practices sharing between cross-functional professional groups.
Senior Director ￨ Vice President of Marketing
Strategically steered conceptualization, design, and development of annual marketing plans for this family-owned, rapidly growing imported spirits brand, including aligning marketing initiatives with brand awareness, growth, and profitability objectives. Judiciously established and managed high-volume budgets, along with collaborating with finance teams to identify quarterly priorities and deliver financial plans. Recruited, trained, mentored, and managed a top-performing team of 5 marketing professionals while defining brand architecture, positioning statements, segment consumer targets, revenue opportunities, key focus markets, customer focus, and big idea and communication strategies. Developed comprehensive press releases, collateral materials, and social media content.
Exhibited proven talents in defining lucrative brand digital, social, and public relations strategies.
Profitably activated digital / social programs for different media platforms, i.e. Facebook, Twitter.
Achieved unprecedented brand media coverage, increased awareness, and doubled new points of distribution by identifying key partnerships to drive awareness with #1 restaurateur Richard Sandoval.
Partnered with Peruvian master distiller and operations team for new packaging and brand line extension, and developed innovative plans to increase share and support new spirits expansions.
Drove growth and engaged consumers by creating annual marketing plans, activity calendars, and consumer engagement programs, as well as designing and developing key collateral materials.
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Senior Global Brand Director
Utilized broad scope of industry knowledge toward developing and managing the global strategic direction of a $900-million girls gaming and gaming business in the newly re-organized Gaming & Digital Marketing Center of Excellence for this $4-billion company. Recruited, trained, mentored, and managed a team of 4 marketing professionals while leading a cross-functional staff of 12 in revitalizing and innovating stagnant brands across all consumer touch points. Developed and executed strategic global marketing tools, including TV, media planning, promotional programs, POS, public relations, and digital and social media execution.
Recognized by president and CEO with Best in Class marketing plan.
Drove immersive enhancements on iOS and Android to expand brand reach.
Hit 1 million fans on Facebook a company first within 5 days of key enhancements.
Identified, pitched, and negotiated licensing partnerships with EA Sports, Disney, and PopCap.
Successfully secured deal with Top 5 digital brand to deliver incremental $45+ million in revenue.
Delivered 20% growth target by aligning and leading global markets to execute brand strategies.
Developed entertainment strategy for mega brands by leveraging Hasbro Studios (movie production) and The Hub (cable TV network); secured TV special featuring the making of Twister video with Britney Spears (2012), the Ouija movie (2013) and Candyland movie starring Adam Sandler (2013).
Led targeted decision-making in the design and development of companywide U.S. Strategy and Annual Operating plan for Must Win / Growth markets, including leading all brand development initiatives for this $14-billion global organization while driving brand strategy, marketing plans, market research, media plans, POS tools, promotions, pricing strategy, and merchandising plans. Coached, mentored, and managed a results-centric team of 5 Senior Marketing Managers to develop local portfolio marketing programs and execute plans to deliver growth. Conceptualized, developed, and implemented marketing plans, consumer engagement programs, media plans, product launch kits, and retail execution plan for 12 key portfolio brands, including Pepsi, Dew, Crush, SoBe, Lipton, Aquafina, and Amp. Contributed sharp analytical abilities toward evaluating business performance and adjusted marketing plan and budget to meet expectations. Served as growth market expert on profit maximization project.
Identified a $484-million opportunity and secured a 63% budget increase.
Drove implementation of a nationwide Pepsi Refresh promotional program.
Delivered growth 1.5 times faster than targeted portfolio marketing-specific goals.
Improved team-based response to sales with introduction of online brand monitoring tool.
Led 3 agency partners in delivering promotions, 360-degree media plans, and sales execution tools.
Partnered with global executive team to lead company s first-ever international brand partnership.
Led 15-member staff in the U.S. launch and commercialization of 3 international brands to achieve brand velocity 3 times faster than target and effectively deliver $29+ million in incremental sales.
Brand Manager (2003 2006)
Maximized bottom-line performance by managing an above-premium and craft brand portfolio contributing $67+ million in sales. Spearheaded reversal of brand share losses and developed a new craft expansion plan. Led U.S.-based strategic and operational leadership while supporting a salesforce of 2,000+, as well as mentoring and managing 2 direct reports and 3 agency partners. Cost-effectively oversaw a $16.5-million marketing budget and a $4-million media budget. Led development and execution of unique marketing initiatives, including shifting advertising execution and re-allocating media spend to engage advocates to increase reach and brand awareness.
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Brand Manager (continued)
Proactively led a top cross-functional team in developing seasonal flavor line extension.
Expertly developed an annual brand portfolio plan and exceeded target by 5%+ per year.
Grew key accounts 15% - 30% YOY by developing grassroots initiatives at key retail accounts.
Credits Ends in RED campaign (OOH, Print, TV, Digital) and Hand Crafted (Print, OOH, Digital).
Delivered 2% volume growth improvement in 1st year by repositioning brand in a 4-year decline.
Directed 2 projects, including ad agency search-portfolio brands and new packaging introduction.
Achieved incremental 5% brand growth by leading redesign of primary and secondary packaging.
Doubled volume and delivered $36.7 million in sales by creating Blue Moon brand expansion plan.
Senior Assistant Brand Manager (2001 2002)
Drove business growth by strategically managing partners and $125-million budget for the flagship brand of Coors Light representing +70% of the company s business. Expertly developed business cases for new packaging initiatives and overall brand package redesign. Applied strong leadership talents toward mentoring and managing a profit-generating team of R&D, Sourcing, Design, Operations, Finance, Public Relations, Sales, and Engineering in the implementation and execution of a new packaging initiative. Ensured alignment with brand and corporate goals by tracking and analyzing performance. Co-created a media summit to elevate Marketing Department media knowledge to establish best practice sharing, briefing standards, and stronger evaluation methodologies.
Credits Wingman, I Love Anthem featuring Coors Light Twins, and Phone Number.
Identified partnership opportunities and developed programs for prestige partners, including NFL, Sportsline.com, Maxim Magazine, Miramax Studios, FHM, ESPN Magazine, Golden Globes, Oscars, and Emmy, and actively drove 10+ points brand awareness and effective retail execution to 75%.
Briefed agency partners to develop ads and promotions Purchase Intent +40%, Unaided TV Awareness +22%, MRI Share of Mind +8%; one TV Ad ranked in Top 5 ads on USA Today s Ad Meter.
Assistant Brand Manager Multicultural Marketing (2001)
Led Coors Light Multicultural Marketing business with a $25-million budget, including managing agency partners through segmentation of Hispanic consumers, illustration of acculturation process in the U.S., and identification of key consumer insights. Creatively developed and executed an integrated marketing plan to leverage music partnership in 2 national TV spots, 2 radio spots, OOH, print, POS, 30-city tour, and local activation teams. Developed NFL / CL Hispanic programs, as well as a bilingual consumer playbook. Built relationships among agency partners through the development and execution of crossover TV, OOH, and radio spots.
Credits Convoy featuring Mana, Mario (Cannes Festival finalist), and The Other 9 to 5.
Spearheaded profit-focused Super Bowl-themed national sweepstakes with Telemundo.
Created NFL / CL Hispanic programs, including 1st Annual NFL Kickoff event in Times Square.
Executed an integrated marketing plan identified as the Marketing Department s best practices.
Generated additional funding to develop and execute East / West Hispanic consumer marketing plans.
Master of Business Administration (Marketing & Technology Emphasis) Bentley University
Bachelor of Arts in Economics Hollins University
Study Abroad London University ￨ London School of Economics
Non-Profit Board Member (Since 2014) Susie Bean Gives
Executive Advisory Board Member (Since 2011) Bentley University
Co-Founder (2006 2010) PBC ￨ Organization of Latino Employees
Panel & Speaking Engagements Provided Upon Request ￨ Excellent References Provided Upon Request
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