Jose E. Oquendo Email & Phone Number

San Diego, CA

• Responsible for the development, execution, and analysis of rolling 12 month, annual and multi-year trade/customer investment strategies/programs for all US brands to support achievement of company sales plans.
• Supports achievement of US Sales, Gross Margin and EBITA goals by developing, implementing and communicating customer and channel investment strategies and plans across all relevant trade channels. Leads development of.
• Collaborates with Sales Managers in development of incremental programs to meet/exceed goals. Develops, reviews, and routes P&Ls for all unplanned customer promotional programs and closeouts. Supports brand team in.
• Responsible for innovation pricing and positioning strategy for new product launches.
• Train and coach field Sales and Brand Teams on the development of P&L’s in support of new and promotional programs.
• Proactively monitors and controls budgets, forecasts, plans and programs. Responsible for monthly and quarterly analysis and forecast of trade liability and regular tracking and updating brand trade investments.

Santa Isabel, Puerto Rico

• As Marketing & Sales Director for one of the largest juice manufacturing plants in the Caribbean: responsible for all marketing and sales initiatives within Campofresco’s brands totaling yearly net sales of $48 Million.
• Oversaw and developed $2.4 MM marketing and sales budget plans / strategies / programs for Campofresco’s brands within the Puerto Rico, Caricom and US markets.
• Responsible for annual and gross-profit plans including forecasting and developing annual sales quotas for distributors; projecting sales volume and profit for existing and new products.
• Directed the implementation of full Marketing calendar, including but not limited to innovation, advertising, and promotions.
• Managed media budget and evaluated advertising strategies together with advertising agencies to implement media plans.
• Executed new marketing (pricing) and trade (sales execution plan) strategies for refrigerated and shelf stable portfolio resulting in an incremental $1.2MM in EBITDA in 2 years.

• As Senior Product Manager for Puerto Rico’s #1 food, provisions, and beverage distributor - oversaw development of $42MM assigned brands within the V.Suarez Alcoholic & Non-Alcoholic portfolio with 1 direct report..
• Managed Trade and Sales Budget totaling $4.4MM for brands such as Gatorade, Ocean Spray, Mott’s, Snapple, Mistic, and alcoholic brands such as Baileys, Smirnoff, Smirnoff Ice, Tequila Patron and Presidente beer.
• Developed annual sales objective, forecast, and new product launches together with suppliers and Sales group for all brands.
• Full P&L and Gross Margin performance responsibility: tracked brand category financial performance on an ongoing basis.
• Exceeded sales and profit budget by +4% and achieved record shares for Juice Brands PR (+3p.p. vs. YA).
• Recommended product pricing and strategies to maintain proper product positioning and profitability.

San Juan, Puerto Rico

• Full Marketing and P&L responsibility for the Auto Care, Food Storage, Trash Disposal, Cat Litter, and Cleaning Utensils businesses portfolios in Puerto Rico, Caricom and Dominican Republic totaling yearly net sales of.
• Developed and executed a comprehensive marketing plan for the Auto Care business. Plan included developing brand’s new architecture, product portfolio pipeline, SKU rationalization and led execution of robust marketing.
• Recommended and launched Armor All Furious line extension, increasing brand revenue by 2%. Created full marketing plan in addition to volume forecast by client, profit and dollar revenue projections.
• Led launch of Fresh Step and Scoop Away Cat Litter brands in Puerto Rico responsible for generating an incremental $200K in sales and exceeding volume expectations by over 140%. In addition, obtained category captain.
• Designed and executed Trade Promotions (both full market and account specific) for Auto Care, Glad, Cat Litter, and Cleaners ensuring in-store execution, POS material placement, product distribution, pricing and ROI.
• Implemented new pricing strategy for Glad Force Flex Trash Bags increasing segment sales by 4% and GM% by +1.4pp.

San Diego, CA

• Responsible for all customer data management and customer marketing research analysis for the company’s #1 vendor, Hill’s Pet Nutrition, with yearly sales of $164 Million. Provide functional / analytical support to.
• Develop strategy for product positioning and pricing through analysis of competitive landscape within the Premium and Grocery Pet Food Categories.
• Detailed Pre/Post Analysis for new product launches, and for cannibalization analysis to Hill’s existing Sub-Brands.
• Develop models for accurate forecasting (units, sales dollars, and GM%) and promotions optimization in addition to measuring key metrics for weekly business reporting to Senior Management.
• Develop customer retention strategies via direct marketing campaigns, and defector mailing analysis using PALS database.
• Negotiate promotional offers with Hill’s including COOP redemption and breadth of SKUs to optimize promotion results, promotion ROI and go-to market strategy for 2004 and 2005.

Bachelor Of Applied Science (Basc), Civil Engineering

Master Of Business Administration (Mba), Marketing