Eileen Ruiz Email and Phone Number

Biggest retail chain of luxury and premium sunglasses in Iberia.

Sunglass Hut.Front Window and In-Store consumer experience. Creative agency, Milan HQ, In-store merchandising agency, Retail execution.

Complete marketing communications responsibility for a $300MM company participating in 10+ juvenile product categories. Provided senior marketing leadership to internal business teams, marketing services team, external agencies and suppliers. Launched first-ever social media campaign. Drove execution of company-wide packaging design initiative. Established an internal process capable of managing and making visible the Opex associated with external partners. Projected savings of $500K at the end of 2009.Responsible of managing workload with packaging design firm in order to deliver packaging solutions for 400+ skus in 2008 (90% on time) and 200+ skus in 2009 (95% on time).Launched 'A Mother's Promise' facebook fan page: Community created to open a dialogue with Moms and to increase awareness of children safety while on the road -in only 10 mos. fan base tripled closest competitor.Conceived the Hispanic initiative for the feeding category of products (in Test Market)Through PR efforts, nurtured key influencers and advocates relationship; considerably increasing product placement in pubs while obtaining two important recognitions (iParenting & NAPPA awards)Primary point of contact to address consumer communications during crisis management (product recalls).

Drove process to define 5-year strategic plan for Playtime Business Unit -ExerSaucer franchise; Snugli Soft Carriers and Evenflo Gates.Defined product innovation pipeline for Playtime for 2008-2010.

Provided strategic direction, insights and recommendations that contributed to superior TV advertising. Managed customer relationship between ARS and P&G's Beauty Care teams. With a high attention to detail and outstanding servicing Beauty Care businesses grew over 20% vs. same period prior year. Head & Shoulders shampoo -sustaining TV campaign.Secret Clinical Strength deodorant -launch TV campaign.Secret deodorant base business -sustaining TV campaign.

LA VERDAD MARKETING & MEDIA 2005 Marketing Strategist Hispanic Markets Provided strategic direction to diverse projects targeted to Hispanic consumers.Cinco de Mayo anual festival, CincinnatiGuest speaker 'Understanding the Hispan.ic market'.Aunt Millie's Mexican pastries, research project

Created PM's first trade marketing department in Central America. The department was conceived with the purpose of becoming the liaison agent between Marketing and Field Sales as a way to build the company's business through strategic customers. Daily activities called for category analysis, plan-o-gram design, branding at the point-of-purchase, customer specific planning, execution and evaluation. Direct agency contact for the creation of POP materials and consumer promotions. Budget manager.PM Costa Rica Volume Market Share surpassed British American Tobacco for the first time (52%) and maintained leadership in Value Market Share (57%). Net Sales above budget by 3%.Customer P&L analysis. Led a cross-functional effort to put in place a system that would identify and track sales/marketing expenses by customer allowing for a new key performance indicator based on account profitability (ROI).Implemented monthly/quarterly retail category analyses on major retail accounts. Through a state-of-the-art merchandising program brand image at the point-of-purchase was enhanced and updated, aligning 90% of the retail stores in less than six months. (Competition substituted on 30% of cases.)Seamless deployment of "Youth Smoking Prevention" programs. (DSD and SSS)

As market manager for the region, meeting Net Sales through national and customer specific plans were the call of the day. In addition, P&L accountability and Market Share growth were also key responsibilities. Being able to reach and exceed Net Sales -by brand, by category, by country and by region- while maintaining a competitive unit/dollar share position was crucial in obtaining the company's expected profit level for the period. 2000. Led the international Marketing and Sales effort to simplify and integrate the markets of Panama, Honduras and Nicaragua into the Costa Rican operation, totaling annual sales of $23 million and a marketing budget of 8% to NS. Task called for distributor's performance evaluation as well as the recommendation and implementation of new policies and procedures for these markets.2001. Following a cross-functional effort with Logistics, Finance, Legal, Sanitary, Accounting, Sales and Marketing, the regional operation was successfully transferred to Gillette's new regional HUB (Mexico). This extensive task was only possible after a thorough business analysis for every market and every product category for which the sales potential and individual category and product line performance was evaluated.Managing, implementing and monitoring business growth plans by country/distributor as well as managing specific customer plans by retailer (specific to a country) turned into successful drivers for growth.Exceptionally launched Mach3 Razor in Costa Rica and the region. Razor Placement Plan exceeded by 25%.Managed to position Oral-B brand as the 'brand most recommended by Dentists' in the region outdoing the colossal Colgate brand.

Responsible for planning and executing all marketing activities for Personal/Beauty Care categories for all five countries in Central America: Hair Care, Bar Soaps, Anti-perspirant/Deodorants, and Baby Care. Lead country in Central America for the toilet soaps category; leading to product innovation based on market trends and consumer insights.Successfully launched Palmolive Naturals Bar Soaps line extension. With new fragrances and face-lifting graphics, this launch inverted the negative sales and share trend of the category.NS and Market Share growth on all other categories.Corporate Responsibility initiative: Cholera virus prevention campaign in coordination with the Health Administration Bureau. (Brand: Protex Antibacterial Bar Soap).

Lead country in Latin America for the Baby Care and Family Talc categories. Responsible for brand development, brand P&L, market share, developing new products, new product introductions and brand image (TV commercials, merchandising, distribution). New product development was orchestrated among related departments: packaging, R&D, market research, legal, advertising agency, market data, manufacturing, sales and merchandising among others.Baby Magic Mennen re-staging: Transforming an old/mature brand into a contemporary brand appealing to newer Moms Led efforts to produce a communications campaign including a set of four 30-sec TV commercials to support the new Baby Care Line. TV ads chosen as the category's introductory worldwide campaign.Task Force member for the acquisition of a local toiletries and beauty care products manufacturer.