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Career Highlights Research Strategy Business Cases to identify for regional needs financial & consumer opportunities analytics Spearheaded Expanded Brand Communication New category & Product line skus Facebook, Twitter, Events, incremental growth In-home & mobile Website community, products e-commerceCentralized Brand Image Increased Synergy Implemented ProcessNational marketing & Direct Across regions reducing Measure, report , track performance mail campaigns cost & improving revenue for consumer retention
Top Initiatives Identified new opportunities for Latin Amer. through focus groups & research Developed product & brand strategies in accordance to regional needs Applied financial business case scenarios & consumer analytics to drive category innovation & product roadmap Spearheaded an innovative category of water products under Clear2o brand resulting in $20M of incremental revenue for the company Expanded the portfolio & helped secure 3 non-traditional channels, increasing dist. Created strategies for retail & digital brand communication (TV, Facebook, Trade displays, launch events, e-commerce, interactive website, print and infomercials) through partnership with Lance Armstrong Generated effective, centralized national marketing/direct mail campaigns to ensure consistent brand messaging and image, increasing revenue by $2M Increased synergies across regions to reduce spend, and gain efficiencies Implemented process to execute, measure, report and analyze all direct marketing activities: quantify expected results and track performance Developed and acquired a patent for a new iron function Focused on developing and managing marketing activities, channel management, and pricing strategies for the category Successfully assisted in rationalizing skus, an overall 15% cost reduction & 4% margin increase.
Career Accomplishments (consumer validated) Water filtration category 2 tank ironPatent:Steam Iron (#7191554)http://patft.uspto.gov/netacgi/nph-Parser?Sect1=PTO2&Sect2=HITOFF&u=%2Fnetahtml%2FPTO%2Fsearchadv.htm&r=1&p=1&f=G&l=50&d=PTXT&S1=almanzar.INNM.&OS=in%2Falmanzar&RS=IN%2Falmanzar
Key Traits & Competencies Traits: Enthusiastic Future oriented/ visionary leadership integrity & trust self development creative thinker service oriented innovative team work & cooperation entrepreneurship imagine optimistic inspire influence self confident mentoring analytical motivational consumer oriented Competencies: Product development developing brand strategies marketing traditional media social media plans e-commerce events product pricing promotion channel marketing market researchadvertising media planning project management budgeting B2C B2B
How I get things done! I take on new projects with confidenceMy experience guides I overcome challenges me; however, my with perseverance and passion & creativity optimism drive me “Whatever it takes” & “Can Do Attitude”
I speak… English Spanish … and a basic understanding of Portuguese
Places I’ve visited, for Business … Guatemala Colombia
Special Projects Through product development & brand management, built a new water filtration category for the company, a portfolio of water filtration products using innovative technology and designs to promote "green" alternatives that offer consumers a change in behavior toward healthier, cost effective & eco-friendly solutions. As part of the Clear2O® marketing launch strategy, partnered with Lance Armstrong, managed and built an online/ social media program to drive to retail. Launched Clear2Go™ brand through a nationwide Brand awareness program in conjunction with National Earth day (Earth Day Network). Worked as Brand Ambassador for Clear2go and featured on TV infomercials While managing the Black & Decker garment care category, implemented a co-marketing campaign in conjunction with P&G (Proctor & Gamble) Downy Wrinkle Releaser® for “break through the clutter” strategy of the 2 tank Black & Decker iron. Acquired a patent for a new iron functionPatent:http://patft.uspto.gov/netacgi/nph-Parser?Sect1=PTO2&Sect2=HITOFF&u=%2Fnetahtml%2FPTO%2Fsearch-adv.htm&r=1&p=1&f=G&l=50&d=PTXT&S1=almanzar.INNM.&OS=in%2Falmanzar&RS=IN%2Falmanzar
Financial Times Weekend Magazine August 2, 2009Impressions 275,690 (U.S. numbers)about bottles ending up in landfills.