Esther Subias Hernandez Email & Phone Number

Mexico City, Mexico

Ciudad De México, Distrito Federal, Mx

Monterrey, Nl, Mx

Head of Marketing, positioning brand in Mexico market and channels to increase sales & loyalty. Developingstrategies, processes & initiatives including: Communication & Public Relations, Media, Digital, CRM, Ecommerce,Trade, Visual & Category, Research, Product & sales initiatives for an entire gamete of segments (retail: more than300 POS)• Restructured MKT area: team, function & scope to positioning it, as a strategic area for the business.▪ Developed & Implemented strategies to position the brand & reach within +80% of positive conversation insocial media & a positive good will with media experts.▪ Developed & Tested a new Store Experience (Visual, Category & Product customization) reaching +25% ofincremental sales in pilot stores.

Mexico City, Mexico, Mx

Strategic marketing leader for Mexico and Central America, positioning brands in markets and channels to increasesales & build customer loyalty. Establishing new strategies, processes & marketing initiatives including: exhibition,category management, promotions, CRM, communication, media, digital, cross marketing & sales incentives, for anentire gamete of segments & channels (retail: more than 3700 POS and 900 concessionaries, hardware stores, homecenters & supermarkets).▪ Created & implemented marketing ATL & BTL strategies, to increase brand awareness in new markets and lowmarkets shares; reaching within two years a 98% brand awareness (+20points) & incremental sales in theRegion of more than 4%.▪ Developed & implemented the Customized Store Experience Strategy, based on a customization of image,visual merchandising, product exhibition, promotion & service for each store, according to the shoppers ineach store, reaching an incremental store sales of more than +20%.▪ Implemented a strategy to grow customer loyalty, building the CRM platform & cross marketing alliances,which increased customer base by more than 120,000 customers within 3 months, increased frequency of salesby 2%.

Seattle, Wa, Us

Grouper of Marketing Product & Category. In charge of all products, development, innovation, promotion, exhibition, retail and media actions, for each category, to increase sales & transactions as well as retain customers. Develop alliances & cross marketing strategies to increase market share. • Developed & implemented marketing strategies, which included: new products, packaging, pricing, promotions, frequency program, exhibition & visual merchandising, and as result increased sales by 12% annually.• Leader of new markets & new store openings initiatives: media, PR, promotion & BTL; which resulted in achieving 10 new markets &100 new stores within 2 years. • Restructured processes & portfolio optimization, reaching a cost savings of 15% and POP materials by 30%.

Norwalk, Ct, Us

Leader of Commercial Initiatives for Auto Business. In charge of developing processes for a new business start up & also for the creation of financial & insurance products, as well as, B2B & B2C sales and marketing strategies. Leader of Customer Retention & life cycle identifying customer needs & competition strategies. •Business expansion leader, positioning GE Money as the financial bank for Harley Davidson Mexico. Implemented marketing strategies & products development that increased company portfolio by $10MMx in less than one year. •Created & executed Insurance strategies assuring an organic growth of $18M within 1 year. •Restructured operational processes through organization (auto loan, personal loan, mortgage & retail), to drive efficiency, the company reached speed of market & accuracy in their process, reaching increased delivery statements by a 20% & also reached an approval rate of 50%•Taught Global GS training sessions achieving more than 20 waves of Green Belts & Black Belts.

Boston, Ma, Us

Global Business Leader of the Marketing Development Program for CIAT: increase the GE brand awareness to the market & in charge of the registry (CIAT as a trade mark) and Intellectual property protection. Established the processes for market research and developed the platform for a Tracking and Management project software. Responsible for training of all Six Sigma methodology for the company & cost reduction projects. ▪ Green Belt training courses implemented more than 100 hrs of course work training experience in LEAN, DMAIC & DFSS methodology, assure 100% of quality culture in two years. ▪ Developed & re-structured the IT, HR & Finance area, achieving service improvement and cost reduction in less than 5 months. ▪ National Technology award 2003 was reached for GE CIAT.

Master Degree, Administration With E-Commerce Specialization

Master'S Degree, Marketing