Experience

GFR Media

• United States
• Broadcast Media Production and Distribution
• 200 - 300 Employee

• • May 2009 - Present

  Drive market development efforts within the small business segment, by managing all sales and marketing tasks directed to engage customers and grow a customer portfolio; perform as team leader of 9 salespersons:• Make cold calls to prospects and visit clients without in-house advertising support, to deliver marketing strategies and increase current products and services market share. • Support customers with their business plans and press releases ensuring compliance with time and budget constraints.• Customer portfolio includes over 200 accounts encompassing hospitals, financial firms, CPA and lawyers offices, restaurants, beauty salons and spas, • Evaluate the business and create advertising for social media, cellular apps, YouTube channels, multichannel and frequency campaigns, newspapers, billboards and in ENDI.com and PrimeraHora.com. • Determine demographics and market segmentation.• Coordinate events for single or groups of clients.• Engage institutions, such as the Health Department, in joint promotions to decrease costs and efforts.• Meet with the team and create strategies based on marketing analyses.Achievements:• Ranked in the Top 20 since 2010 receiving the Sales Award consecutively for several years. • Maintain a solid client portfolio of over $2MM. Show less

• • Apr 2001 - Apr 2009

  Selected to develop and manage a new Marketing Department detached from the Circulation and Editorial departments to improve internal and external communications performance:• Co-produced alongside the VP, the planning of all operational activities and personnel needs.• Met with every area of the newspaper (distribution, logistics, editorial, circulation, production and brand) to learn about their needs; determined type of product managers per area based on specific needs and hired 10.• Coached and mentored product managers regarding product life cycle and branding management.• Developed multi-year action plans to ensure continuous business growth. • Determined places to cut costs and improve processes performance.• Created and drove events, managing budgets, logistics, sponsorships and auspices, exchanges with the newspaper, and marketing collaterals for golf tournaments, 10K races, charitable events, sales conventions and trade shows.• Selected vendors; negotiated contracts terms and conditions.Selected Achievements:• Actively participate in the Group of Newspapers of America (GDA, Latin America) and the National Newspaper Association (NNA, North America).• Defined the creation of a customized system to track merchandise.• Received consecutively 2002, 2003, 2004 Sales Award, Scholar Division – El Nuevo Día Educador.• Recognized with the Sales Award for adding a new profit division (sales of collections).• Spearheaded the activities to create and develop a campaign to advertise all sections of the newspaper, winning the NNA Advertising Award, 2002.• Suggested a new profitable line of business (collections) which could be easily integrated in the business without additional operational burden; researched, identified and met with Latin America newspapers in Uruguay, Argentina, Brazil, Costa Rica, Nicaragua and Honduras to analyze options; produced the operational structure of the collections. Show less



Liberty Cablevision

• Luquillo, PR

• Brand Marketing Manager

  • Jun 1999 - Mar 2001

  Largest cable operator in Puerto Rico Directed all advertising, branding and marketing activities aimed at growing market share, building brand awareness and increasing sales, to reach established corporate goals; supervised employees: • Assessed new products; adapted marketing campaigns to local market. • Created marketing packages for residential customers and produced brand development strategies. • Created training material and trained personnel regarding products and services. • Developed and implemented annual marketing plans after meticulous evaluation of market trends. • Evaluated effectiveness of strategies in order to focus on most rewarding and profitable approaches. • Forecasted and managed budget and marketing dollars; allocated, revised, monitored and audited budgets. • Identified market trends and defined communication and campaign strategies. • Maintained continuous internal communication and worked the field with the Sales Department. • Met and liaise with local and national television stations and networks’ advertising agents for negotiation. • P&L Management; Project Management. • Responsible for marketing collateral. Selected Achievements: • Elected by peers as President of the Cable TV Association of Puerto Rico – ensured advertising was equitable, created co-promotions to reduce campaigns costs and produced strategies to keep cable competitiveness against satellite and antennas companies, 2000. • Negotiated agreements to add new USA and international channels to the programming. • Performed a vital role in the successful surpassing of sales goals. • Produced and coordinated events such as the annual Liberty Golf Tournament and advertising conventions, including collecting sponsorships and auspices. Show less



Caribbean News Dealers

• Cataño, Puerto Rico

• Caribbean Sales & Marketing Manager

  • Aug 1998 - May 1999

  Local exclusive distributorship of newspapers and magazines in the Caribbean Spearheaded market development efforts by opening sales and distribution points in the Caribbean islands of Barbados, St. Lucia, Dominica, St. Barth and St. Marteen, and creating a B2B three level distribution channel: • Assessed market expansion opportunities, and supported all efforts to define business strategies and planning of export operations, logistics, distribution, and credit management. • Conducted product demand and competitiveness studies by island to determine feasibility of distribution channels. • Identified local companies to train and delegate the distribution of products around the island; negotiated terms and conditions. • Opened 5 sales and distribution points to increase market share of domestic and international magazines and newspapers in the Caribbean Market. • Performed comprehensive market research and analysis to understand customer behavior, design and implement campaigns, define marketing objectives and launch new products. Selected Achievements: • Designated to manage distribution in the Dominican Republic. Show less



Sprint USVI

• St. Thomas, USVI

• Marketing Manager

  • Mar 1994 - Dec 1997

  Drove the startup activities for the residential products business while executing marketing tasks; promoted to Branch Manager overseeing 6 employees and all operational activities: • Determined Customer Service branch location, applied for permits and recruited all 6 staff members. • Performed as media buyer. • Planned, developed and managed advertising and marketing strategies for cellular phones and prepaid cards. • Supported Dominican Republic marketing campaigns. Selected Achievements: • After Hurricane Marilyn, with 90% of the island destroyed, surpassed sales goals by 126% with 1 product (prepaid cards). • Received the Sales Award for outstanding sales results in the USVI, 1995. • Recipient of the Champion Award for exceeding sales goals under extraordinary circumstances, 1996. Show less



AT&T USVI

• St. Croix, USVI

• Branch Manager

  • Mar 1992 - Feb 1994

  Offered the Assistant Branch Manager position while working as an intern in the Telemarketing Center, and promoted to Branch Manager once the office was established: • Determined Customer Service branch location, applied for permits and recruited all 6 staff members. • Executed customer service, supervision and human resources functions. • Forecasted and managed the operational and marketing budgets. • Worked with mediums and performed media buying. Selected Achievements: • Achieved 86% market share in the 1st year in a virgin territory. • Maintained market share during 2nd year. • Responsible for the complete branch startup, from location and permits to fully operational. Show less