Gilberto Gutierrez Email & Phone Number

Led development and execution of branding strategies for B2C and B2B audiences. Tasked with owning the voice of the consumer, maximizing marketing ROI, and making reverse mortgages mainstream, dispelling many negative equities that were drags on the product acceptance. Day-to-day responsibilities centered on developing consumer insights, setting and reporting KPIs, campaign planning, launch and optimization, launching new products, overseeing key strategic partnerships, and leading a cross functional team. The team included content marketing, growth marketing, social media marketing, PR, channel marketing as well as creative and media AORs . Interacted with the executive team including the CMO and President frequently. • Led the launch of 4 major initiatives including the brand’s most successful omnichannel campaign in over 2 years, a new product introduction of the US’s first 2nd deed of trust reverse mortgage, and a partnership to educate financial planners on reverse mortgages with Morningstar. Morningstar initiative was named a finalist for “Wealthies” industry award for thought leadership. • Oversaw strategic partnership with Stanford Center on Longevity, collaborating with center leadership on development of research topics dealing retirement and to deploy studies to build FAR’s credibility. Efforts resulted in the launch of a major study entitled “Disconnected: Reality vs. Perception in Retirement Planning,” which generated substantial B2C and B2B engagement and buzz.• Collaborated with senior management on the integration of AAG (American Advisors Group, LLC)– a company acquisition—taking ownership of vendor integration, a critical brand architecture strategic project, a search for a new creative and media AOR, and training the incoming marketing team on FAR’s product portfolio and brand.

Built the global Panda Express brand by collaborating with international franchisees to plan, execute, and monitor all elements of the marketing mix including menu, customer experience, pricing, and promotion. The mandate was to ensure that plans and commitments were executed/kept, brand standards were followed, needed local customizations were executed, best practices were shared, and the business was healthy – measured both in terms of brand equity and financial performance. • Managed the Latin America region – the largest portion of the brand’s international business with 40+ units, 4 franchisee partners, and $30M in annual sales—maintaining a high level of franchisee satisfaction (90%+ overall satisfaction across all partners and years of tenure via annual franchisee survey) and supporting franchisees to deliver on brand building and financial expectations.• Wrote marketing/brand management portions of a new International Master Brand Manual and trained international franchisee leadership/staff on all aspects of PRG’s approach to the marketing/brand management function, including brand identity/expression, traditional advertising, social media, PR, influencers, promotions, community marketing, delivery partners, consumer research, consumer satisfaction surveys, and mystery shopper programs. • Led creation of new product innovation, creative development, annual planning, and quarterly reporting processes/templates bringing clarity, rigor, and standardization to these critical activities.• Developed virtual store visit protocol to enable franchisee audits/store visits during COVID pandemic given inability to travel.

Instructor for both the MBA and undergraduate programs. Focused on lesson plan preparation and student instruction. • Developed and taught USC’s 1st multicultural marketing course within the MBA program, which focused on multicultural marketing strategies both in the US and internationally.• Received above average scores in student review surveys.

Whittier, Ca

Conducted customer acquisition, business administration, and service delivery for a full spectrum marketing and brand management consultancy.Thai Union/Chicken of the Sea – Infusions Snackable Tuna• Led development and execution of consumer and shopper communication initiatives for initial product launch.• Developed long-term innovation pipeline.• Managed e-commerce placements on Amazon. Maintain IQ (Start Up) • Consulted on all aspects of business strategy including consumer target, product features, brand story, business model, and UI design. • Conducted market analysis and primary research to identify ideal product offering.• Led development of the brand look, tone and feel.

Orange County, California Area

Full spectrum brand management responsibilities for a portfolio of 7 Mexican Food Brands, including Herdez, La Victoria, Chi Chis, Dona Maria, Embasa, Bufalo and Del Fuerte with annual net sales of ~$200M. Core duties included annual planning, P&L management, forecasting, business analytics, advertising, shopper marketing, new product development, consumer insights, and team development (managed a team of 3 direct reports - 1 Brand Manager and 2 Assistant Brand Managers). Key Achievements on Herdez - the power brand within my portfolio:• Doubled net sales sales of the Herdez - power brand within my portfolio - within flat categories, delivering an 11% Net Sales CAGR during my 8 year tenure. • Delivered award-winning communication (advertising and promotions) - awards included an Addy in 2013 and 2 Stevie Awards in 2016. • Transformed Herdez from a salsa brand to a comprehensive Mexican food solution by launching 50 new SKUs enabling the brand to compete in 4 new product categories. • Led negotiation of a licensing agreement with Idahoan Foods LLC. resulting in the launch of Herdez Refried Beans. • Championed a co-promotional partnership with Disney/Pixar on the Oscar-winning animated movie COCO resulting in a 360 degree consumer and shopper campaign that drove 20%+ sales lift. • Collaborated with sales teams to take Herdez national - improving both depth and breadth of distribution (ACV improved from 60% to 80%, with even higher increases in points of distribution). These efforts led me to present to senior buying teams at every major retailer in the US, including Walmart, Kroger, Target, and COSTCO.

Glendale, California, United States

San Juan, Puerto Rico

Master Of Business Administration (Mba), Marketing

CGSM Fellow ESADE Business Review (Barcelona, Spain) - Best Entry of the Year 2003 for essay on Corporate Governance

Double Major: Economics And Latin American Studies (Summa Cum Laude)

Summa Cum Laude

Food Industry Executive Program