1. PERSONAL BRAND EXPLORATION
Andry Morales Montes de Oca
Project & Portfolio I: Week 3
December 11, 2019

2. The eldest of three brothers and two sisters,
Andry Morales Montes de Oca grow up in
Camagüey, Cuba. One hour from the sea, the
family used to expend the weekends and
vacations at the beach. The dream of travel
aboard a ship was far caused to being prohibited
by law. After immigrating to Ecuador and them to
the United States of America, learned the
language and get his GED, Andry enrolled in the
Entertainment Business B.S. program at Full Sail
University. During this time he focused on
developing business management skills.
IDENTITY

3. PROFESSION
Potential Job Titles:
Business Analyst
Corporate Travel Consultant
Private Destination Product Devt.
Hero Archetype - expert mastery
through courageous acts, by taking
action that overcomes challenges.
Inspire others through engagement and
allow them to grow by personal
experience. Increase love for our oceans
while they are on board, in particular, the
youngest generations.
Business Management for Vacation Cruise Lines

4. • DEMOGRAPHICS: 55% Male,
32-50 years old, 11% Latins,
Predominately White, College
Educated, Located in south-
Florida.
• PSYCHOGRAPHICS: Passioned
about technology and innovation,
fierce followers of the cruise and
hosting industry, charity, and
volunteer.
• IDEAL AUDIENCE MEMBERS:
Paula Welch, Sr. Technical
Recruiter at (R.C.I.), Catherine
Curbelo, Workforce Planning and
Recruiting (R.C.I.), Jaime Lemus,
Director, Private Destination
Investment (R.C.I.).
Recruiters & Hiring Managers at Royal Caribbean International, Disney
Cruise Line, and Carnival Cruise Line.
TARGET AUDIENCE

5. GOALS
Short Term: (Immediately After Graduation, 2021)
• Land an entry-level Devet business position at R.C.I.
‣Connect with, and send a follow up
promotional email to, 20 R.C.I. team members
on LinkedIn by Fall, 2021.
Mid Term: (2026)
• Lead international business in the Cruise Line, to
connect with the 3 most influential people in the
boatbuilder field.
‣Work at least 8 hours weekly on expanding
networks and research about the last tend in
the industry.
Long Term: (2034)
• Establish a Luxury Boatbuilder Company that
compete in the international arena.
‣Save 20 % of my salary from 2021 to 2031,
secure 3 business partnerships by the end of
2031.

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Date Analysis 70%
KeyNote Presentation 65%
Time Management 70%
Critical Thinking 55%
SOFTHARD
Microsoft Office 70%
SQL Server Data Tools 10%
Ability to Communicate 40%
Analytical Skills 60%
SOFTHARD

7. I help Royal Caribbean International
increasing customer retention
by enriching passengers’ experience
through relaxation and learning on a unique
journey to other cultures.
PROMISE

8. CREDENTIALS
Work Experience:
• 4 years as a VMD.
• 2 years working in Pharmaceutical
Industry (Labiofam S.A.) as specialist.
Education:
• VMD, University of Camagüey, Cuba,
2009.
• Marketing Foundation: Customer
Segmentation, Linked-in Certification.
• Entertainment Business, B.S., Full Sail
University (Exp. 2021)

9. COMPETITION
Patrick Brush
Industry Experience:
• Does not include work experience on
profile; assumed to still be in school
Education:
• Current student enrolled in Sports Marketing & Media,
B.S. at Full Sail University
Leadership Experience:
• Eagle Scout and 5th Degree Black Belt, would allude to
well-disciplined young man
• MOAA Award, AFJROTC award for leadership
recognition
Skills and Proficiencies:
• Public Speaking - 9 endorsements
• Social Media - 5 endorsements
• Microsoft Office - 4 endorsements
Overall Online Presence:
• Less than 200 connections, banner image not yet
customized, amateur headshot, lack of details
throughout profile, no articles published, inactive on
social media, URL not yet customized
• Grade: Poor, 15 out of 100
Industry Experience:
• Does not meet work experience in the
Industry.
Education:
• Current student enrolled in Entertainment Business,
B.S. at Full Sail University
Leadership Experience:
• The role as eldest of five sibling.
Skills and Proficiencies:
• Business Management - 87 endorsements
• KeyNote Presentations - 65 endorsements
• Critical Thinking - 60 endorsements
Overall Online Presence:
• Banner image customized, professional headshot,
detailed summaries throughout profile with two content
pieces, no articles published, URL customized
Andry Morales M.

10. COMPETITION
Tracie Kalkbrenner
Industry Experience:
• ~13 years of marketing experience, 1
year as a marketing manager at PBR
Education:
• Marketing, B.A.
• Sports & Exercise Management, M.A.
Noteworthy Experience:
• Entrepreneurship - President of promotions company
for over 3 years with respectable clientele
• Entrepreneurship - Real estate company for nearly 6
years; could be distracting attention from PBR work
Skills and Proficiencies:
• Ticket Sales - 25 endorsements
• Live Events - 20 endorsements
• Event Planning - 17 endorsements
Overall Online Presence:
• 500+ connections, banner image not yet customized,
polished headshot, detailed profile summaries, two
recommendations, notable volunteer work, URL not yet
customized, premium membership
• Grade: Good, 70 out of 100
Andry Morales M.
Industry Experience:
• Does not meet work experience in the
Industry.
Education:
• Current student enrolled in Entertainment Business,
B.S. at Full Sail University
Leadership Experience:
• The role as eldest of five sibling.
Skills and Proficiencies:
• Business Management - 87 endorsements
• KeyNote Presentations - 65 endorsements
• Critical Thinking - 60 endorsements
Overall Online Presence:
• Banner image customized, professional headshot,
detailed summaries throughout profile with two content
pieces, no articles published, URL customized

11. BRAND POSITION
Overcoming obstacles and acting to make a
better world for all, inspire learning and
respect for each other by personal testimony.
ANDRY MORALES MONTES DE OCA
Andry went through seven
Latin-American countries to
arrived in the Unite Stated of
America, 26 days after starting
the trip.

12. NETWORKING &
MARKETING
Industry Events & Organizations
• Cruise Line International Association (CLIA)
‣ Fees Membership | Washington DC
• Professional Development Webisode Series: Developing a
Successful Cruise Business
‣ JANUARY 08, 2020 | VIRTUAL
• Seatrade Cruise Global
‣ April 20-23, 2020 | Miami, FL
Digital Marketing
• Primary Content: est. a blog to publish monthly personal
comments about the last tend of the industry associated with
cruise lines, business, and my analysis. Use the blog to project
my identity and cultivate my brand.
• Primary Tools: LinkedIn - network with industry pros and
publish monthly content on my blog.
• Website: Full Sail digital portfolio site to showcase school
work; use the blog to showcase business and management
skills.

13. PROFESSIONAL DEVELOPMENT
Mentor
• Seeking senior-level Business pro with at least 15
yrs of experience in Business Management. A great
reputation that aligns whit my core values. Ideally
business owner, August. 2020
Formal Education
• Complete Entertainment Business, B.S. by expected
graduation date in 2021
Technical Skills
• Sign Up for SQL Courses - at udemy.com, Spring
2020.
Soft Skills
• Writing Formal Business Letters & Emails -
linkedin.com, February. 2020
• Join Score Mentor Orlando Center and assist in
events at least 5 in 2020. Starting March. 2020
• Find a Club at Toastmasters and regularly attend
monthly events, starting February. 2020

14. Andry Morales Montes de Oca
Do you know that the 28,2 million cruises travelers
are only half of the total number of visitors to Las
Vegas? Well, what I do is develop initiatives based on statistics to get better
business performance. In fact, I have a long term running business strategy
that involves the youngest family members and will assure customer
retention, it will allow your company increasing 8-12% on this indicator.
“

15. REFERENCES
Royal Caribbean International (2019) RCL Careers. Retrieved
December 14, 2019, from http://www.rclcareers.com
ONETOnLine.org. (2019). Summary Report for: 13-1111.00 -
Management Analisys. Retrieved December 14, 2019, from
https://www.onetonline.org/link/summary/13-1111.00
ZipRecruiter.com. (2019). Category Maneger, Private
Destination. Retrieved December 14, 2019, from https://
www.retailgigs.com/jobs/search?
id=1066832683&tx=KL6578FGJ&aff=03A98E0F-4B17-485B-81
D8-4B771F96D237&utm_source=Job+Feed&utm_medium=zipr
ecruiter&utm_campaign=Merchandising+Purchasing+
%26+Retail&utm_term=03A98E0F-4B17-485B-81D8-4B771F96
D237&cid=af685f32-9d07-4c21-a4d0-774fa7324034&rgv=3
Kayeputnam.com. (2019). The Hero Archetype. Retrieved
December 14, 2019, from https://www.kayeputnam.com/
brandality-archetype-hero/
Score.(2019). Orlando. Retrieved December 14, 2019, from
https://orlando.score.org
Full Sail University (2019). Full Sail University LinkedIn Profile.
Retrieved December 14, 2019, from https://www.linkedin.com/
school/full-sail-university/people/
CLIA. (2019). Events. Retrieved December 14, 2019, from
https://cruising.org/events
Seatrade Cruise Global. (2019). Indispensable Insights from
Cruising Powerhouses. Retrieved December 14, 2019, from
https://www.seatradecruiseglobal.com/en/conference/
conference-overview.html?
_mc=sem_x_3pv_le_tsnr_seacg_x_goog_bm-general-
exhibitor&_mc=sem_x_3pv_le_tsnr_seacg_x_goog_bm-general-
reg-
conf&gclid=Cj0KCQiA0NfvBRCVARIsAO4930ma9NnUNi_3i3tfT
0-
WnKyYMps935dUM4VL2N82pe3KjL7TOEGqR00aAsAeEALw_w
cB
Wex.(2019, May 27). Growing Cruise Industry Tackles Same
Trends As Land Travel. Retrieved December 14, 2019, from
https://www.wexinc.com/insights/blog/wex-travel/consumer/
growing-cruise-industry-tackles-same-trends-as-land-travel/