• Responsible for National spot sales of four Azteca America owned and operated stations, which included Flagship Los Angeles station, as well as Chicago, New York and Miami stations.• Managed a team of two national account executives and two sales assistants; also managed relation with in-house National Spot Representatives in New York, Miami, Chicago, Texas and California.• Developed annual sales budgets for National spot sales by station and managed performance against goals by NSO (National Sales Office).• Traveled on a regular basis to visit new and existing clients/agencies at all NSO’s to present station updates and identify opportunities for business development and sponsorship sales.• Managed the stewardship of client media buys to ensure accomplishment of all deliverables. • Created and executed sales strategies to generate revenue through promotions, integrations and other initiatives above and beyond traditional spot advertising.• Managed Mexico business accounts through a Sales Manager based in Mexico. Accounts were government and private sector companies marketing to U.S. Hispanics.

• Responsible for National spot sales exclusively for Azteca America’s Flagship Los Angeles station.• Developed annual sales budgets for station’s National spot sales. • Traveled on a regular basis to visit new and existing clients/agencies at all NSO’s to present station updates and identify opportunities for business development.• Developed and executed sales strategies to generate revenue through promotions, integrations and other initiatives above and beyond traditional spot advertising.• Helped establish KAZA’s initial agreement for National Spot Representation and successfully managed the station’s entry by establishing the framework and processes to work with new spot rep team. This initiative significantly grew station’s share of National Spot revenue from $1M to a peak of $6M.

Performed a hybrid sales and marketing role as the station was taken over from affiliate and became an O&O station. • Created and executed sales strategies to generate revenue through new business acquisition and new station initiatives. Developed concert sponsorship opportunities for Azteca’s La Academia concerts in Los Angeles, as well as ancillary activities such as personal appearances and autograph signing events.• Launched the station’s first loyalty marketing and promotional campaign for audience development via Club Azteca 54 initiative, which included sponsor participation.• Negotiated and managed the station’s trade agreements with local media partners and local professional sports teams. • Responsible for developing partnerships with community based organizations, business associations, Mexican Consulate, professional sports teams and other non television media outlets in the market.• Managed the marketing efforts for the launch of Azteca’s first local newscast in Los Angeles.• Developed the station’s political advertising business starting with California gubernatorial elections and other state-wide campaigns for ballot initiatives.

• Responsible for identifying opportunities for advertisers to partner with La Opinión utilizing added value and trade components to maximize their investment in La Opinión.• Established creative partnerships with third parties: media partners, event promoters and CBOs to generate new revenue.• Managed in conjunction with Sales Dept. La Opinión’s strategic marketing relationship with sporting event promoters, professional sports teams (Angels, Dodgers, Galaxy) as well as with business associations and chambers of commerce. • Responsible for identifying marketing opportunities through participation in targeted BTB events.• Created a partnership with the US Small Business Administration and Staples to develop a public relations program consisting of Spanish-language business seminars targeting Latino small business owners. Secured sponsorship from Staples to launch the initiative. Responsible for all aspects of the program from initial operations to public relations and communication.

• Responsible for planning, developing and executing the marketing strategy for the newspaper, both for the business-to-business client base (advertisers), as well as the consumer base (reader).• Supervised a team that included market research, promotions, community relations and creative. • Responsible for the management of marketing budget and team to support the strategic objectives of the organization. • Expanded the use of existing research tools beyond marketing area providing more research tools to the newsroom as well. • Created a model for a national publication for the 2002 FIFA World Cup, which was later used for a national publication for the National Basketball Association. • Developed World Cup promotions to support branding on radio as well as generating new subscriptions through promotional offers.• Managed La Opinión’s sponsorship of the 2002 United States Hispanic Chamber of Commerce (USHCC) National Convention. Managed all elements of USHCC’s communication program in La Opinión, which included print special supplement, direct mail, public relations and online components, as well as joint sponsorship sales.

• Planned, directed and executed business development activities for the company. • Identified, developed and optimized partnerships to drive revenue growth, increase circulation, building brand recognition and enhancing consumer experience. • Worked closely with advertising, editorial and other departments to develop strategies to accomplish business development objectives.• Sought and generated new revenue generating marketing opportunities through partnerships and alliances.Major accomplishments include:• Development of a new syndication business and content licensing business. • Key member of the team responsible for the development of laopinion.com• Responsible for the analysis, planning, and development of five new sections as part of the renewal of La Opinion’s product to reach desired demographic segments in 2000. • Negotiated La Opinion’s involvement in business-to-business events that represented important branding and business development opportunities. • Responsible for developing the Spanish Language version of Investment Strategies Conference with the Los Angeles Times from 1999-2001 to support Business section readership and expand its advertising base. • Established partnership with Next Generation Networks, providing La Opinion content and ads on in-store monitors located in high Hispanic density areas. This model was later applied in other Hispanic markets. • Managed the partnership with a major Mexican supermarket chain (Gigante) that came to the United States, where I oversaw the creation of an in-store branch of La Opinion. • Conducted extensive research and analysis on diverse business opportunities for La Opinion.

• Worked with the Strategic Planning Director and Executive Committee to develop company’s strategic plan.• Conducted extensive research and analysis on diverse business opportunities for La Opinion.• Participated in research and analysis to develop sound business strategies to grow advertising sales and circulation, using business analysis tools to develop the strategic plans for the newspaper. • Helped to develop reporting and tracking systems that became useful for a better analysis of operations. • Project manager for an extensive consumer segmentation study of the Hispanic market in the Los Angeles DMA focused on media usage habits.• Worked closely with the Los Angeles Times (La Opinion Partner at the time)and obtained support for La Opinion’s research needs by gaining access to human and material resources in the Times market research department.

• Responsible for the operation of the Inside Sales (Telemarketing) Division in the Classified Advertising Department overseeing a staff of seventeen employees and call center sales operation. • Responsible for generating $7Million in revenue through the management of existing commercial accounts, development of new advertising business, and leveraging incoming voluntary commercial and private party advertisers. • Supported the Director in development of pricing strategies and managed the call center’s automated telephone system. Significant accomplishments: Managed the conversion of the classified section’s format from inches to liners. Led a team in the analysis to implement a change in format to achieve greater savings in newsprint during a period of increasing newsprint cost. This project involved changes in production, and a complete change in the pricing, billing and accounting of the classified liner transactions.

• Responsible for accomplishing assigned sales goals and specific product objectives through the management of national and some local advertising accounts. • Main accounts managed were Century 21 of the Pacific (So. Cal Co-Op), Microsoft, Toyota Central, US Department of Housing and Urban Development, Los Angeles County Metropolitan Transit Authority, national advertising agencies such as J. Walter Thompson, BBDO Advertising, as well as many of the top recruitment advertising agencies in the nation. • Employee of the year in 1993 and top sales executive in 1994.