Jorge Concha Email & Phone Number

West Palm Beach, Florida, Us

Detroit, Mi, Us

Serves as lead business consultant, focusing on strategy and marketing, to multiple countries across Latin America and the Caribbean.• Received the LAC Team Member of the Year Award for 2023• Defines short and long-term strategies that meet the goals of both corporate and local stakeholders• Executes multiple initiatives relating to new product development, advertising, media planning, co-branded partnerships, local store marketing and digital strategies.• Conducts business reviews and analyses to determine the health of the business (portfolio, pricing, tactics) relative to the market (market share, competition, demographics) and the region (trends).• Works with corporate and international teams, agencies, franchisees, and other partners on implementing initiatives to drive sales, traffic and market share.

New York, Us

Developed and executed multicultural marketing strategies for F1000 companies that have $100MM+ marketing budgets while supporting agency’s client acquisition efforts• Hispanic campaigns for Nutella (national) and Chubb Insurance (regional funnel and subsequently national)• Start-up created by Ex-Googlers in 2020, lending my expertise on a part-time basis

Englewood, Co, Us

Led DISH International and Sling TV International marketing (strategy, planning, execution, P&L) and product management (portfolio strategy, research, pricing/offers, user experience, customer service)• Supervised team of 9 (ranging from copywriters to brand managers) and a marketing budget of $15MM• Buoyed Sling TV 2019 subscriber growth by being only vertical with positive growth during Q1 and Q2 and reaching end of year subscribers goal by mid-year• Led tailored campaigns focusing on programming from 25+ different countries by targeting specific channels of people with a strategic mix of messaging through digital, traditional and offline marketing tactics• Ran continuous market research feeding into development of improvements for website and app experience• Ideated automated processes for marketing content, financial analysis and product development requests• Presented and handled Q&A at monthly business debriefs to executive team• Worked alongside agencies (paid search), programming partners, vendors (media buying and offline marketing), cross-functional teams, and multiple departments (other verticals, affiliate sales, etc.)

Englewood, Co, Us

Spearheaded Sling TV Latino’s marketing (strategy, planning, execution, P&L) and its product management (portfolio strategy, research, pricing/offers, user experience, customer service)• Received DISH Best in Class award for role in building and commercialization of high performing Sling TV PPV• Siloed start-up environment (launched Mid-2019) with focus on rapid development, agile action taking, creative problem solving, constant testing/optimizing, and tasks/collaboration beyond role’s scope.• Coached and mentored two assistant brand managers and a marketing budget of $12MM• Grew subscriber base by 7x in less than a year while providing best-in-company profitability and ROI (highest subscriber conversion and retention rates) and scaling through efficient pivoting• Continuous growth month over month despite seasonal/fickle nature of subscribers• Pushed digital as primary marketing avenue due to efficiency, targeting and tracking capability• Aided in the development of Danny Trejo campaign, which was first TV ad approved for Sling TV and was received so positively internally that it was also adapted for general market use• Led strategy for soccer marketing across all of Sling (general market, International and Latino)• Consulted on major general market campaigns, with additional emphasis and trust on sports strategies• Created processes (website/app marketing QA, creative briefing, asset sharing/saving) and templates (marketing database/calendar, digital ads, analyses) that were adopted as standards across all verticals• Influenced prioritization and funding of major product development despite Latino being a smaller vertical• Recognized as most data-driven marketer (SAP BW, Tableau, Sprinklr, Google Analytics)• Collaborated consistently with agencies (social, digital, creative), vendors (media buying) and cross-functional teams (creative, partnership, programming, lifecycle, finance, product, development, customer service)

Columbus, Ohio, Us

Oversaw the Sister Schubert’s and Reames brands and their marketing (strategy, planning, execution, P&L) and product management (portfolio strategy, research, development, pricing/offers, customer service)• Turned declining brands into positive growth (first time in 5 years) by leveraging a budget of $5MM• Created 5-year roadmap to gain distribution (in-store placements, number of retailers) and market share while identifying competitor pipeline and interpreting future strategy• Optimized product portfolio by adding/removing SKUs as needed from retailers/market• Improved several products (e.g. Cinnamon Rolls) based on research (boards, focus groups, etc.) and customer needs (e.g. more icing) while maintaining similar level of profitability per unit• Standardized analyses/reports (IRI) and processes (Microsoft Project)• Communicated and worked with external partners (vendors, agencies) and cross-functional teams

Dublin, Ohio, Us

Ran the marketing of the Family and Hispanic verticals (strategy, planning, execution) and their product management (portfolio strategy, research, development/Stage Gate process, pricing/offers, customer service)• Received Marketing Innovation and Leadership award for metrics improvement in Kids and Family• Scaled up Hispanic restaurant sales by 5% while outselling Non-Hispanic stores• Drove Kids’ Meals (KM) to #2 in market share by growing revenue 18% using a $4MM marketing budget• Introduced $1.99 Kids’ Meals after 4pm, a limited time offer providing +40% volume sold when leveraged• Saved $10MM in toy inventory costs through updated licensing deals and supply chain strategy• Created TV & radio advertisements every for Hispanic (leveraging general market LTOs every 6-8 weeks), Kids’ Meals (highlighting hero licenses), and Family (focusing on Wendy Thomas)• Led Stage Gate process (discovery, business plan, research, testing, launch) for KM’s re-branding and menu update • Headed bi-weekly cross-functional team meeting with key stakeholders• Mastered unique responsibilities related to toy manufacturing (projections, long lead times, manufacturing)• Recognized as best presenter and most data driven marketer (SQL, Brand Health Tracker)• Implemented automated translation service and updated/corrected Spanish language issues

Wilmington, Delaware, Us

Piloted the Food and Beverage vertical’s marketing (strategy, planning, execution) and corn oil extraction aid’s product line (portfolio strategy, research, sales support)• Received High Achievement award for incorporating and training of new software (Qlikview) across all verticals• First to market and strong leader (competitors followed suit) of (then) $5MM corn oil extraction aids• Expanded reach of F&B products by penetrating 5 new Latin American countries (with plans for more)• Focused on B2B marketing through targeted print ads and trade show presence• Conducted region specific market analyses to evaluate current and future opportunities in the food and beverage industry through own product penetration and M&A• Standardized and provided quarterly presentation, analysis, and data to all 13 verticals (Salesforce, SQL)• Created and managed shared resources and processes (Sharepoint)

Atlanta, Ga, Us

Oversaw region’s marketing in supermarket segment (strategy, planning, execution) and the product management of Water & Juice brands (portfolio strategy, research, pricing/offers)• Grew market share within supermarket segment despite already being a strong leader (67%) through analysis (SQL) and optimization of in-store product placements, price promotions and sweepstakes

Mba, Marketing Management

Bachelor Of Science - Bs, Industrial Engineering