JUAN F

Head of corporate brand marketing and entire product portfolio in a matrix organization to help accelerate growth and positioning as the #1 player in multimedia solutions for SMBs. Challenged with building positioning, drive profit on key units, develop an innovation pipeline, relaunch a 360º value proposition, increase digital sales mix to 50%, retain a 200K customer base and drive portfolio penetration. Recent wins:

• +40% sustained growth in digital revenues for the past 4 years while offsetting print declines thru innovations
• Over-delivered on goals by 200% to become Google´s SMB strategic growth partner of the year in 2016
• Spearheaded high-volume negotiations with global providers and suppliers reaching 20% cost saving across
• Led top projects: portfolio rationalization, subscription model, unique client portal, global USP and standardization of brand, communication, social presence, PR and endomarketing initiatives across region.

As regional marketing & innovation leader I worked closely with CEO to redefine strategic vision and become a true ally to SMBs. My responsibilities included building an integrated marketing & communication plan to drive a holistic, connected customer experience, aligning portfolio with client lifecycle, converting customer service to proactive function and leveraging analytics to deliver customer intelligence for commercial and innovation teams. Some key wins:

• Launched over 15 different new products to strengthen value offer and fulfill market needs with +40 Skus
• Sponsored and co-developed breakthrough customer retention tools leading to 55% vs 35% in year´s prior
• Championed inbound marketing to attract, capture and nurture 20K leads/year leading to 10% of new sales
• Developed event strategy, executed +150 events and webinars reaching 30k clients. Main speaker in 30%.
• Led PR strategy and plans to attain US$1M on earned-media and served 6 years as global spokeperson.

Repatriated to formulate and execute renovation and repositioning of a monopolistic printed-directories company into a leading multimedia services and solutions player for SMBs in 9 countries. Recent wins:

Led GURU®, our biggest brand/product launch, a versatile, digital play to appeal to younger segments, achieving 10% TOM, 60% aided awareness and #1 regional brand in social media with 2MM engaged fans.

Optimized communication approach to B2B /B2C targets and shifted budgets to as much as 40% to digital.

Launched 5 brands, 10 line extensions and 8 external and internal low-budget campaigns winning 4 Effies®

Attained 2 year +30% audience growth in owned portals @20MM monthly visitors seeking information

Senior Brand Manager (2008-11) Corn Pops®, Eggo® Smorz® y Froot Loops®, Corn Flakes®, Cinnabon®,

Responsible for 5 known brands and hand-picked to lead several company-wide strategic projects for one of the food industry leaders with US$13,4 billions and 33K employees across 20 countries.

Managed Corn Pops® and led repositioning efforts to younger target while facing a new competitive set

Led global-reaching nutritional development to reduce sugar in kid cereal brands gaining +1p share

Co-led crisis management due to national product recall minimizing impact to profit and SOM erosion

Led strategy and re-launch plans to US-Hispanics pitching a US$10M investment and regaining leadership

Senior Innovation manager (2004-07) -PopTarts®, Cinnabon®, Nutri-grain®, CocoKrispies®, Special K®

Responsible for idea generation, business cases, commercial and operative feasibility, strategic brand fit alignment, launch and 1st year sales performance for innovation on Pop-tarts, US Cereal and US Snacks

Developed several innovation platforms and launched over 20 different skus for Pop-Tarts our #2 brand

Led product-side licensed agreements with Disney, Animal Planet, NG, NCAA, Nascar and Cinnabon

Uncovered new occasions for cereal consumption and launched rotational program worth US$150MM

Trained as expert in innovation methodologies and world class product & equity building disciplines

Direct to consumer Marketing and B2b lead (2001-04) - Cialis®Zyprexa®, Forteo®, Evista® Prozac®

• Supported Puerto Rican affiliate with pre-launch brand and communication alignment, B2B guidelines, processes, contracting strategies and interventions across segments to achieve millions in savings for a leading bio-tech company with US$20 billion in annual sales and 41k employees in 17 countries.
• Led multicultural marketing case and strategy, implemented plans and built DTC capabilities for US brands.

Senior Product / Brand Manager (1995-2000) - Carefree®, Serena®, OB® & Johnson´s Baby® line

Spearheaded Carefree® share recovery thru deep segmentation, new messaging, media mix, creative pricing and volume-driving promos to attain a 5-pt share lead (45%) and grow units by 30% in Year 1.

Drove breakthrough innovation from discovery, approval, development to launch of Carefree® Thong liners expanding the category and delivering sustainable success with a 3-point share in years 1 & 2

Led, developed and executed business plan and communications for 5 brands delivering 20% over budget

Supported day-to-day activity, brand equity tracking, research, promotions and forecasting for 18 brands