Bilingual Executive with 20+ years’ experience contributing to the growth of market leaders in the U.S. and foreign markets through customer engagement, promotions, and brand repositioning. Data-driven executive, who can identify market trends and sales opportunities, create marketing solutions to maximize those opportunities, and then analyze and measure the effectiveness to ensure maximum ROI. Adaptive and agile, able to connect strategy to purpose in a way that fosters commitment up, down, and across the organization. Leads with influence to build high performing teams and maximize strategic alliances.
AREAS OF EXPERTISE:
Change Leadership | Entrepreneurship | Strategic Planning | Marketing Strategy | Brand Development | Public Relations | CRM Strategy | Business Intelligence | Operational Efficiency
Chief Marketing Officer
Serves as Fractional CMO for established scaleups and emerging startups focused on growth. Helps organizations analyze, develop, and execute their sales and marketing strategy. Advice from figuring out what they need from marketing to designing and implementing successful campaigns and programs focused on helping generate the results required to achieve business growth. Consultant on marketing places and the development of Country Brands.
Also, consults on building, optimizing, and managing Marketing Departments of all sizes and across industries to implement the road map for growth.
Government of Puerto Rico
Deputy Secretary of Economic Development and Commerce
Chief Marketing Official for the Department integrating marketing efforts across 11 agencies to promote Puerto Rico as a business and leisure destination. Collaborates with all Executive Directors in a very complex environment to develop and implement long-term strategies, which align with the bold new policy agenda to attract new investment, foster entrepreneurship, and create new jobs. Serves as a business partner and a trusted advisor to the Secretary and the Executive Leadership Team, providing strategic guidance on key initiatives.
VP Marketing Strategy
Promoted to spearhead, integrate and lead marketing function by developing four managers and 15 staff to support all business lines in Puerto Rico, the U.S. and the British Virgin Islands with a centralized budget allocated to brand, product, and customer marketing strategies. Increased the value of the marketing function by implementing new operating standards, realigning staff to create accountability, developing metrics for measuring the effectiveness of all marketing initiatives; and constant performance optimization.
Honors & Awards
Winner of international awards from Cannes Lions Festival of Creativity, the CLIO Awards, El Ojo de Iberoamérica Festival of Creativity, El Sol Iberoamericano Festival of Communications, the Jay Chiat Awards for Strategic Excellence, the Excel Award of Public Relations, SME Excellence in Marketing Awards, SME Digital Awards, the WebAward, the Radio Mercury Awards, and the London International Awards.
Awards include the first Cannes Lions’ Gran Prix and Grand CLIO for Puerto Rico.
#Hit3001 for Puerto Rico
Government of Puerto Rico
Race of a Country
The Most Popular Song
SME Digital 2017
San Juan, PR
Keynote speaker and director of SME Digital 2017. Keynote speakers included Gustavo Lauria from WeBelievers and Joel Luks, from CPK in the US, Patricia Weiss from ASAS in Brazil, and Jaime Rosado from JWT LATAM in Puerto Rico. The main trends included data, video, mobile, and gaming.
El Sol 2016
Member of the International Jury determining the award-winning entries in El Sol, Festival Iberoamericano de la Comunicación Publicitaria, in Spain. The jury included Fernando Bellotti from Leo Burnett in Argentina, Gustavo Lauria from We Believers in the US, and Chacho Puebla from Lola Mullenlowe in Spain.
SME Digital 2016
San Juan, Puerto Rico
Keynote speaker and Co-director of SME Digital 2016, revamped in its 15th anniversary. First time with an International Jury ruling the Festival. Keynote speakers included Alex Pallette from Picnic in Spain, Mike Ruiz from Bombay in México, Giovanni Stella from Google, Martin Jaramillo from Twitter, and Ignacio Casas from Facebook. The main trends included data, video, mobile, and gaming.
El Dorado 2014
Keynote speaker and member of the International Jury, chaired by Fernando Vega Olmos, determining the award-winning entries in El Dorado Festival in Colombia. Other keynote speakers included David Droga from Droga5, Michael Conrad from the Berlin School of Creative Leadership, and Senta Slingerland from the Cannes Lions Festival.
SME Digital 2013
San Juan, Puerto Rico
Part of a panel of top executives discussing the evolution of Content & Digital Marketing strategies in Puerto Rico. Other panelists represented brands like AT&T, Toyota, and Wendy's.
Cannes Lions CMO Accelerator Programme
Selected to participate in the 1st Cannes Lions CMO Accelerator Program with Jim Stengel, as part of a select group of international Chief Marketing Officers and Senior Marketing Directors. It was an exclusive opportunity to focus on the key issues brands face in the ever-changing communication landscape like Big Data, Branded Content, and Mobile.