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.
• 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.
• 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.
• 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.

• 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.
• 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%+.
• 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.
• 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.

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.
• 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.

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