Gerardo (Ger) Hernandez Arroyo Email & Phone Number

Mexico City Area, Mexico

• Developing apps & artificial intelligence for market research purposes among social media, in order to understand consumer behavior/preferences towards client's brands/goals.• Building & analyzing data for market research purposes.• Developing new ways of delivering massive messaging in order to have a strategic impact in terms of communication/positioning.• Establishing strategies to familiarize consumers with brands, its history and its values: brand development.• Defining the appropriate channel strategy, product positioning and targeting for new entry products to the Mexican retail market.• Building brands from the ground up.

Mexico City Area, Mexico

• Worked on developing new business opportunities with the Federal Government and State Governments (i.e. Manufacture of Public-School Uniforms & Resale of Technology).• Worked on the creative process and media buying of marketing campaigns oriented to communicate values, goals and social programs for the Federal Government (i.e. The Institute of Security and Social Services for State Workers -ISSSTE- and its Housing Fund -FOVISSSTE-).• Established lines of communication and government platforms for different Governor candidates.

Mexico City Area, Mexico

• Established the company to distribute, for the first time in Mexico, the Reel Rock Tour.• Negotiated with Sender Films & Big UP Productions and Cinépolis the distribution and exhibition, respectively, of the Tour in Mexico.• Negotiated with companies their participation, as sponsors, of the exhibition of the Tour.• Set up the financial plan of the company (income and cost structures).

Mexico City Area, Mexico

• Worked on developing the strategy to build the brand in Mexico and Latin America.• Developed a strategy to frame new channels of distribution and point of sales.• Advised on marketing strategies and structuring commercial transactions.

Mexico City Area, Mexico

• Worked on the core values and vision of the company.• Established the business plan of the company and its marketing plan.• Coordinated the logistics of the first concert of the company, Ladytron & Sonoio, at Six Flags Mexico.

Mexico City Area, Mexico

• From August, 2010 to December, 2010• From January, 2012 to May, 2012

Mexico City Area, Mexico

• Established media plans for TV, magazines, newspapers, radio and social media in order to position the brand of our clients in the top of mind of potential consumers via Public Relations.• Negotiated with sponsors strategic alliances to our clients, in order to diversify channels of marketing and promotion.• Defined the PR strategy of Sport City to increase its brand's value and gain number of subscriptions.• Delineated the communication strategy in Mexico of The Sebastian (a resort located in Vail, CO.).

Greater Los Angeles Area

Spring Internship• Pulled the national ratings for Prime-Time Television Shows broadcasted by ABC, CBS, NBC, FOX, and The CW.• Tracked the Live+SD vs. Live+7 ratings for Prime-Time Television Shows.• Ranked the Prime-Time Television Shows, produced by Warner Bros. TV.• Ranked the Cable Shows broadcasted during Prime-Time.• Attended focus groups evaluating the pilots produced and co-produced by Warner Bros. TV for fall 2009.

Greater Los Angeles Area

Summer Internship & Fall Internship in Hialeah, FL. and CityWalk Hollywood, CA., respectively• Tracked, analyzed and compared ratings of Mun2 Vs. MTVtr3s.• Researched economic, social, and demographic variables (characteristics) of the Hispanic population in the U.S.• Proposed a strategy to create “English speaking” content to engage the Hispanic young audience in the U.S. • Evaluated the viewer’s profile for both Telemundo’s and Mun2’s Primetimes, according with the Latin Force Group LLC Hispanic segmentation.• Researched behaviors and preferences of Hispanics in the U.S.• Analyzed ratings of Mun2 network.• Reported ratings and audience evolution for three seasons of “The Chicas Project.”

Morelia, Michoacan, Mexico

Summer Internship• Proposed a business plan to produce, distribute and exhibit Mexican films.• Researched and determined the cost structure (Fixed and Variable) of Mexican films.• Optimized a portfolio investment and maximized its return by funding the production of 10 Mexican films in 5 years.

Mexico City Area, Mexico

• Prepared a daily media synopsis of economic and political matters for the Governor of a Mexican State and his Internal Affairs counselor.• Member of the War Room that strategized the economic and political solution during a social crisis in 2006 and 2007 in a Mexican State.• Made the daily news releases for the “Press Room” of a Mexican State Government.• Performed economic studies of Mexican States to identify public policy and economic growth opportunities.• Advised on media buying of marketing campaigns for State Governments.

Mexico City Area, Mexico

• Participated in the negotiation of the distribution of Sea of Dreams (2005).• Planned a business strategy to distribute Sea of Dreams in the U.S. and Latin America.• Collected USD$250K from a TV broadcast for the exhibition of Sea of Dreams.• Analyzed the investment of USD$1 million in establishing a distribution company for the U.S. and Canada.

Mexico City Area, Mexico

• Analyzed the regulation of broadcast industry TV Ratings.• Evaluated the economic impact to the film industry by the Federal Law of Cinematography.• Negotiated and explored the economic impact of Games and Raffles Law.• Led 45 analysts in the design and stream line of business and regulation information on the Federal Bureau of Regulatory Improvement website.• Assessed the economic impact of legal ordinances to increase social welfare.

Mexico City Area, Mexico

• Developed budgetary performance metrics and indicators for the President’s Cabinet.• Analyzed and compared the Mexican President’s Cabinet expenditures to other national governments/countries.• Lobbied with the Mexican Congress on the impact of the Federal Transport Law.• Identified factors that lowered ratings of a news program by a Mexican broadcasting company.

Master Of Entertainment Industry Management, Finance And Business Development Of Films And Tv Series

Activities and Societies: Member of the Mexican Graduate Association at Carnegie Mellon University and Carnegie Mellon Hispanic Alumni.

Economics, Public Policy

High School