Fernando Morales work email
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Fernando Morales personal email
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As a Marketing leader I establish and develop meaningful relationships between brands and consumers that result in business growth.-Clarity of thinking that allows me to unearth key insights, and dissect and bring structure to big complex marketing challenges-Strategic and collaborative approach to help identify the highest priorities, visualize the solutions, and provide accurate thoughtful guidance-Discerning judgement in making decisions, identifying the best ideas, and avoiding waste of time and resources-Resiliency to push through obstacles and getting the right things done efficiently and effectivelyIndustries: Renewable Energy, CPG, Automotive, Retail, QSR, FinServ, FoodTrilingual: English, Spanish, PortugueseHighlights:•Four international market entries resulting in 2M customer footprint for Shell Energy•18% growth in brand awareness of premium portfolio, doubled website traffic, and grew search traffic 8x for Pennzoil•Generated added value of $37M USD for Shell auto OEM key account partners•Achieved annual savings of $375K USD via centralized agency procurement and creative asset production•Generated +92M online video views, and +1,100 earned media stories worth $6M USD•27% volume growth in the High Mileage motor oil category at 2.5 ROI•Generated 2.9% sales increase in Hispanic-traded stores for Walmart and $12M USD in PR value•3pt market share gain in six months for Kraft Foods puddings in BrazilSpecialties:Brand Strategy & PositioningIntegrated Marketing CommunicationsDemand GenerationGrowth MarketingStrategic Planning & ExecutionOmnichannel CampaignsBrand & Product LaunchesTeam Leadership and DevelopmentVoice of the ConsumerBrief Writing and Briefing ModerationInternational Business DevelopmentAccount & Agency ManagementCross-functional CollaborationInfluencer/Creator MarketingMulticultural MarketingBudget managementPartnerships & Activation
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Global Consumer Marketing LeadShell Energy Feb 2019 - 2024Houston, Texas AreaLeading the energy transition via 100% renewable home electrification. Oversaw global brand strategy, brand architecture and stewardship for the Shell Energy brand. Analyzed new markets potential and competitive landscape to formulate country expansion entry strategies. Develop home ecosystem offers including power, solar PV, battery storage, EV charger and energy efficiency. Carbon offsets volume reporting.● Designed B2C Shell Energy brand mission, pillars, personality, VI guidelines and global value proposition, laying foundation for cohesive brand launches and expansion into Europe, US, and Australia creating a footprint of 2M customers.● Devised strategic blueprint to enter the US (ERCOT) market, re-branded and launched Shell Energy residential power brand, increasing customer enrollment by 84% in 9 months.● Developed cross-selling acquisition and loyalty customer offers via partnerships with Sonnen (battery storage), Vivint (solar PV), General Motors, and Fuel Rewards, achieving digital campaign open rates of up to 44% and CTR of up to 5.8%● Fostered customer-centric culture by generating consumer insights and competitive intelligence, developing target segment prioritization, positioning, and localized communications campaigns. ● Achieved annual savings of $375K USD via centralized agency procurement and creative asset production.● Led Home Energy Future Trends framework and monitoring to identify emerging trends shaping the category, which informed multi-year business strategy. -
Global Integrated Marcomms Manager - Pennzoil/Quaker StateShell Feb 2015 - Feb 2019Houston, Texas AreaLed multi-agency cross-functional team of 20 people in development and roll out of consumer-facing campaigns for the Pennzoil and Quaker State brands. Spearheaded brand architecture, positioning, communication strategy, and content supporting Trade Channel, Technical, and Sales operations.● Achieved 18% growth in Brand Awareness of the premium lubricants portfolio, increased Website traffic 2x, and Search traffic 8x through driving design and production of ATL, digital, and social media content for the Pennzoil brand in NA.● Managed creation of over 140 content pieces, resulting in +92M online views, and +1,100 earned media stories worth $6M USD. Engagement rates 10x higher vs. direct competitors.● 35 industry awards, including three Cannes Lions Shortlists and the London Motor Film Festival Grand Prix Award.● Activated sponsorships of motorsports events, racing teams, drivers, and creators, encompassing proposal evaluation, asset definition, contract development, brand onboarding and stewardship, content production, social media calendar planning, on-site event activation and signage, generating added value of $37M USD to partners Ferrari, BMW, Mini, Dodge, Jeep, Team Penske, Hoonigan Racing, and Don Schumacher Racing.● Ideated and lead ‘content with a purpose’ creator strategy collaborating with Ken Block, Joey Logano, Helio CastroNeves, John Hennessey, Rhys Millen, Vaughn Gittin Jr, Bryce Menzies, BMW Motorsport, Jackson Barrett, The Onion, Jimmy Houston, Tommy Pike Customs.Awards:2018 NASCAR Marketing and Communications Award: Best Driver Integration 2017 Shell Global Brand Excellence Award winner – Team of The Year2016 Shell Global Brand Excellence Award winner – B2C Campaign of the Year2016 Global Commercial Competition winner – B2C -
Regional Marketing Manager - Latam LubricantsShell Oil Company Oct 2010 - Jan 2015Developed, approved, and executed macro distributor country-level strategy and go-to-market marketing plans to drive growth in high-priority sectors and channels across 16 countries in Latin America.● Achieved 27% volume growth at 2.5 ROI by strategizing and deploying product portfolio expansion and marcomms launch campaign for High Mileage motor oil category across Latin America.● Created push / pull marketing mix model tool to utilize across indirect channels, which enabled effective marketing resource allocation and increased ROI. Instituted the use of Project Briefs and Post Investment Reviews regionally.● Led building of competencies through dissemination of best practices and a face-to-face training program for more than 3,000 trade channel influencers on product technology, applications, and benefits.● Developed program for the Transport sector in South America encompassing market segmentation, training academy, bank of demonstrated value records, sales presenters, pipeline lead generation, and participation in customer bids/contests.● Co-developed and won bids in the Mining industry in Chile and Fleets in Guatemala.● Launched the Advance motorcycle oil brand in the region.Internal Awards:2011, 2013, 2014 Top LATAM Shell Lubricants Distributor winner2013 Shell Achievement Award winner2012 Shell Emerging Talent Competition winner
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Account DirectorLopez Negrete Communications Feb 2004 - Oct 2010Houston, Texas AreaSpearheaded cross-functional teams of up to 35 members to plan, manage, and execute Hispanic integrated marketing and advertising campaigns for Walmart, Walmart Financial Services, Shell V-Power, Reliant Energy, Sonic Drive-Ins, Novartis, and Tyson Foods.● Led Walmart's national Hispanic Heritage Month campaign, activating partnership with Hispanic Scholarship Fund, exceeding 11 KPI goals, generating $12M USD in PR value and 2.9% sales increase in Hispanic-traded stores.● Activated promotional program for Reliant Energy, leveraging Copa de Oro host venue sponsorship via presence at Cinco de Mayo festival, newspapers and radio contests, and game ticket giveaway; generated 811K media impressions.● Directed influencer program for Tyson Foods’ brand re-positioning by partnering with celebrity Chef Pepin; executed microsite, radio media tour, online sweepstakes, retail in-store activations and food truck sampling program, generating more than 2M impressions.● Strategic planning for introduction to the market of Tekturna and Galvus for Novartis.● Planned and launched Walmart’s first U.S. Hispanic website: AhorraMasViveMejor.com ● Project lead in the Walmart 2010 FIFA World Cup campaign.● Launched Hispanic micro influencer program leveraging Walmart Moms’ blogging community to support seasonal retail promotions.Awards:• Winner of the 2010 Advertising Research Foundation ‘David Ogilvy Award’ in the Multicultural Marketing category for the Hispanic Heritage Month initiative for Walmart -
Marketing ManagerDarla Moore School Of Business - Daniel Management Center Dec 2002 - Dec 2003Columbia, South Carolina AreaResponsible for competitive research, advertising strategy, financial analysis and sales presentations for executive education courses in the U.S. and Latin America. -
Brand Management Graduate ProgramKraft Foods May 2002 - Dec 2002Curitiba, BrazilDeveloped and coordinated action plans, and a team of 9 people, for the national re-launch of the Royal (Jell-O) pudding product line.• Led the re-launch of the Royal pudding achieving a 3pt market share gain in six months for Kraft Foods in Brazil • Analyzed the pudding market to further understand the causes for declining market share and to detect opportunities within the different distribution channels and geographic areas.• Lead: price repositioning, re-formulation of the product, introduction of two new flavors, and substitution of packaging materials in order to improve competitiveness and margin generation. -
Associate Creative DirectorJ. Walter Thompson Worldwide - Thompson Connect 1999 - 2001Mexico City Area, MexicoCreated and implemented Direct Marketing campaigns for clients such as: Ford Credit, America Online, FedEx Express, Warner Lambert, SAM´S Club and SQM using Database Management and targeted media.• Won account RFP and executed campaign to launch America Online into the Mexican market.• Achieved a 48.5% response rate and 50% referral ratio on CRM project targeting kids between the ages of 6 and 14 for the Bubbaloo brand.
Fernando Morales Skills
Fernando Morales Education Details
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Accelerated Marketing Leadership Program -
International Marketing
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Marketing
Frequently Asked Questions about Fernando Morales
What is Fernando Morales's role at the current company?
Fernando Morales's current role is Marketing VP / Director | Integrated Marketing Communications | Brand Strategist | Demand Generation | Growth Marketing | Omnichannel Campaigns | Partnerships | Global & Multicultural | MBA.
What is Fernando Morales's email address?
Fernando Morales's email address is fe****@****ail.com
What schools did Fernando Morales attend?
Fernando Morales attended Northwestern University - Kellogg School Of Management, Darla Moore School Of Business, Tecnológico De Monterrey.
What skills is Fernando Morales known for?
Fernando Morales has skills like Advertising, Marketing Strategy, Brand Management, Marketing Communications, Integrated Marketing, Marketing, Management, Direct Marketing, Corporate Branding, Cross Functional Team Leadership, Digital Marketing, Strategy.
Not the Fernando Morales you were looking for?
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Fernando Morales
Director Of Digital Marketing @ Randall-Reilly | Lead Gen & Talent Acquisition Expert | Transforming Digital DepartmentsPalm Beach Gardens, Fl6ua.edu, gmail.com, kc.rr.com, randallreilly.com, randallreilly.com, randallreilly.com3 +171325XXXXX
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Fernando Morales
San Francisco Bay Area -
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11cox.net, lcs-ct.org, aol.com, lycos.com, yahoo.com, yahoo.com, rochester.rr.com, yahoo.com, hotmail.com, frontiernet.net, hotmail.com12 +186028XXXXX
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