Experience

Latinum Network

• United States
• Market Research
• 1 - 100 Employee

• Senior Director, Consulting

  • May 2011 - Present

  Lead company’s custom strategic consulting work to help companies -and their brands - better understand and resonate with the growing multicultural community in the U.S. Responsibilities include: o Leading, recruiting and developing a team of world class marketing strategists and analysts o Managing team workflow and utilization o Proposing and developing solutions to solve critical Multicultural Marketing problems for leading brands leveraging either primary or secondary research, in-house data and/or client data o Leading the alignment on and communication of Latinum Network Consulting strategy and results Representative Initiatives and Key Results: o Developed branch level multicultural prioritization for a top financial institution and supported C-level multicultural strategy overhaul o Overhauled Cable/Telco company’s consumer segmentation to improve brand’s strength in the Hispanic Market o Developed initial Hispanic go to market strategy for a pharmaceutical product integrating both active and passive marketing o Analyzed a CPG’s global portfolio to identify a path to $1 Billion in incremental domestic sales o Estimated market size for a CPG’s categories in 2020 to inform white space and investment decisions o Analyze the stretchability of a Hispanic brand into another category o Estimate the Hispanic market share of a smaller consumer product brand o Review brand architecture and alignment against Hispanic market segments



Accenture

• Ireland
• Business Consulting and Services
• 700 & Above Employee

• Manager

  • Apr 2007 - May 2011

  o Assist clients in maximizing marketing ROI and market share • Led increasing in efficiency at a major US telecom company by up to 174% • Optimized existing channels and introduced a new cost efficient one at a US Retailer, increasing revenue by 80% ($400M) while reducing costs by 50% as a percentage of revenue • Increased market share of a Major Oilfield Services Company by 2 points through helping them understand their addressable market and by modeling market potential as well as product specific customer share of wallet o Assist in major corporate transformations • Assisted with geographic segmentation strategy resulting in the divestiture of non-core assets at a major US telecom company • Supported a Oilfield Services Provider’s brand positioning after an acquisitive growth strategy • Assisted in transformation of a major Pharma company’s marketing by assisting their transformation from a static paper based to a more engaging e-version



America OnLine

• Retail

• Business Development Manager

  • Apr 2005 - Feb 2007

  o Increased operational efficiencies by understanding customer behavior and implementing new, more relevant, membership classification methodologies• Reduced observed churn rate by nearly 50% and increased observed membership life for AOL Latino to higher rates than average• Influenced Executive management to reverse their decision to halt development and approve a strategic recommendation to leverage the Spanish Language software as the key differentiator in the Spanish Dominant Hispanic ISP marketo Defined, created and operationalized new customer segments • Led process to identify African-Americans on the service and helped develop the African-American business plan including size of the opportunity, market penetration and conditions, barriers to entry, potential strategic alliances, and execution strategies, after convincing senior management to fund the initiative• Developed the initial business plan for the Seniors (50 years +) market to be the next segment that AOL targets leveraging industry research, compilation of internal data sources and meetings with partners and consultants• Cultivated strategic alliance with AARP, including developing marketing tests and conducting joint market research• Created financial models modeling segment margins and marketing ROIo Influenced AOL merger and acquisition strategy • Analyzed and provided recommendations on potential acquisition targets to determine synergies, benefits and costs

• Sr. Marketing Analyst

  • Nov 2003 - Apr 2005

  • Provide insightful analysis and commentary to improve AOL’s member retention strategy. • Prepare operating metrics via production & ad hoc reports, statistical models for senior management reports, as well as in depth analysis of retention activities as required by management.



Economic Consulting Services, LLC

• United States
• Business Consulting and Services
• 1 - 100 Employee

• Staff Economist (Equivalent to Sr. Consultant)

  • Dec 1998 - May 2003

  Lead teams of up to 4 on consulting engagements primarily focused on anti-dumping litigations on cases. Work performed on these cases include analyses of profit, expenses, customers and sales strategies. Cases worked on include the two of the world's top 3 steel manufacturers as well as one of the world's top 3 cement manufacturers. Analytical tools used include SAS, dBase, Excel. Responsibilities also included developing junior staff. Lead teams of up to 4 on consulting engagements primarily focused on anti-dumping litigations on cases. Work performed on these cases include analyses of profit, expenses, customers and sales strategies. Cases worked on include the two of the world's top 3 steel manufacturers as well as one of the world's top 3 cement manufacturers. Analytical tools used include SAS, dBase, Excel. Responsibilities also included developing junior staff.