Fernando Pascual Email & Phone Number

Miami-Fort Lauderdale Area

Leading the transformation of Costa Farms from a commodity and sales-driven organization to a marketing-driven organization. Plan, develop, and execute club store, supermarket, and retail chain store campaigns to ensure the right channels are selected to achieve campaign goals and objectives in USA and Canada. Work closely with cross-functional groups in mapping out the consumer journey to produce and deliver appropriate product assortment, marketing communication content, and product merchandising tactics to the right audience at the right time.

Miami, Florida, United States

Developed WordPress website, digital marketing strategy, social media campaigns, marketing automation tools and brand activation program to capture consumer demographic data and created infrastructure to conduct in-store intercepts. Leveraged vast consumer insights knowledge and category experience to help businesses drive sales. Developed tagging strategy on website forms to automate Mailchimp funnel email series.Highlights:• Achieved 90% success rate for signing up stores to in-store activation program.• Grew conversions 40% and decreased costs 18% vs. forecast, increasing profit per participating consumer ~116%.• Designed and executed promotion that increased email campaign open rate 3-fold and click-through rate 11-fold.

Richmond, Virginia Area

After meeting objectives in every prior role, selected to develop roadmap and lead marketing efforts for a new brand/product concept in an intrapreneurial division (e-cigarettes, oral nicotine products). Controlled a $24Mbudget in leading the retail introduction and the development and launch of a Direct to Consumer (D2C) business model including the strategy around customer acquisition and retention, digital marketing, e-commerce campaigns, promotions, online and offline customer support and respective KPIs.Exited on good terms after division was shut down when Altria shifted focus to acquisitions (vs. organic growth) in this emerging space.Highlights:• Took over and turned around introduction of a new oral nicotine product to U.S. markets, resulting in 91% product acceptance and 56% reorders after just 7 weeks.• Led the DTC rollout strategy including direct ad placement with online publishers, referral programs, direct mail, and email marketing campaigns.

Held P&L accountability for $500M business with $10M budget targeting diverse groups of U.S. and international consumers through airports and cruises. Set marketing budget for 3 brands and guided 8-12 people in Finance, Legal, Purchasing, Manufacturing, Consumer Insights, Packaging Services, Merchandising, and ad agency. Conducted primary research, created consumer journey maps to enhance consumer experience using direct mail and digital marketing campaigns.Highlights:• Developed channel merchandising strategy rooted in consumer insights that delivered 14% YOY channel growth.• Leveraged internal resources to develop brand credibility campaign; mined consumer database and unfolded campaign messaging online, offline and in-store improving awareness and purchase intent scores 22% within 10 months.• Created brand differentiation in airport channel through ground-breaking 46 foot Marlboro showcase, innovative packaging, promotions, and merchandising, enhancing premium brand appeal leading to 13% increased store foot traffic.• Analyzed category performance across 100 ships and developed merchandising recommendations that reduced out-of-stock conditions and improved inventory turns.• Delivered margin gains in airport channel through special edition packaging strategy centered around gifting.

Furthering my leadership skills, was promoted to motivate and empower a diverse sales organization and develop sustainable and collaborative customer relationships at the regional level with both National and Regional customers across Puerto Rico, US Virgin Islands, Guam and Saipan. Customers included Costco, Sam’s, Total, B Fernandez & Hnos, Mid-Pac and West Indies Distributing Corp. Highlights:• Led coaching and development initiatives for a 10-person team to deliver on marketing and sales objectives impacting over 4,000 accounts.• Used consultative and fact-based selling approach to gain alignment among trade partners and maximize trade program and promotional resources catapulting us from the number three manufacturer to number two.

Promoted to a regional brand management role. Directed international marketing and branding for a $300M/year business in all U.S. territories, including Puerto Rico, U.S. Virgin Islands and Guam. Led cross-functional teams in design and execution of integrated campaigns and strategies across the marketing channel mix to achieve P&L objectives in multiple markets.Drove brand performance and market share by activating distinctive consumer insights and used IRI syndicated market data and sales data to perform analyses, build dashboards and marketing recommendations, and hold Sales organization accountable for delivering on key priorities.Highlights:• Propelled 2.2pp share growth in 18 months by leveraging consumer research and IRI data insights to develop brand positioning – redesigned equity/value equation to deliver on rational consumer benefits.• Created brand activation strategy that improved brand affinity among promotion participants by 11 points.• Established company’s first coupon redemption infrastructure in Puerto Rico opening up 3 ways to deliver value to consumers: coupons by mail, by e-mail and on packs. Gained rapid retailer acceptance of coupons by leveraging distributor network as clearing house (CH) – accelerated reimbursement 80%.• Strengthened competitive position by introducing 6 brands that filled portfolio gaps.• Marshalled a massive brand introduction to on-time completion despite multiple packaging-related disruptions.

Promoted to support 25 field sales personnel as liaison between field and corporate on marketing programs, trade programs, new brand introductions, promotion communications and events. Devised and implemented marketing execution plans and co-developed sales support materials.Highlights:• Increased efficiency and effectiveness of field resources – set up and managed a field sales force communication process that provided clear, consistent direction on marketing and promotional programs.• Headed diverse cross-functional teams of sales, marketing and finance professionals during development of sales programs for 10 brand launches over 2 years. • Recommended consumer database logic enhancements that improved pass rate among Hispanic consumers 39%.

Coordinated and evaluated vendors executing in-field merchandising initiatives alongside company’s channel sales staff. Leveraged extensive performance analysis to enact process improvements and identify and pursue potential cost savings.Highlights:• Recommended a new product promotion allocation strategy that increased market share 2pp. • Developed and launched merchandising plan for 273 military accounts across Europe and Asia. • Secured 28% improvement in merchandiser performance by capturing and leveraging extensive performance data.

Promoted from Consumer Promotions & Trade Marketing Manager to support development of strategic sales plans and drive utilization of category management tools within assigned territory. Cultivated and maintained relationships with retail store owners and other key stakeholders. Planned and executed sales coverage strategy to grow market share and maintain existing account volumes. Highlights:• Executed 7 brand launches that led to market share gains of 3.1pp in a $23M category.• Automated Excel-based category management/POG tool – improved analytics efficiency by 50%+.

Postgraduate Certification, Digital Marketing

Post Graduate Digital Marketing Program in partnership with Purdue University and co-created with Facebook. Learning top digital marketing.

Mba, Marketing

Bachelor Of Science - Bs, Finance