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, marketing objectives and EBITA goals. Responsible for creation and management of $20MM Trade Budget, P&L development, monthly business reviews, ROI analysis, and collaboration with Brand and Sales teams to evaluate and maximize current and future opportunities. Responsible for new product innovation go-to market positioning and pricing strategy. Collaborates closely with Category Management Manager to develop and support specific customer and channel strategies.• 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 annual trade investment plan for all brands in collaboration with brand team and US Sales.• 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 review of national program P&Ls, new item pricing and trade rates. Maintains database of all pending and approved P&L’s.• 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.• In conjunction with Category Management and Brand team, provide strategic and tactical recommendations to key customers and channels on distribution, shelving, merchandising and pricing to improve category performance.

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 with 3 direct reports. Responsibilities included managing $2.4MM Marketing & Sales budget and all aspects of Marketing & Sales including new product development & launches, marketing plans, marketing communication strategy, marketing research (IRI/Nielsen), agency negotiations, product life-cycle, pricing, distribution, promotions, sales forecast, P&L / EBITDA management, and export strategies.• 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.• Delivered +4% growth in New Business Net Sales and +2pp market share from new product launches across all Juice Categories.• Negotiated and implemented new contracts/co-packing agreements with major suppliers including Tropicana/PepsiCo, Welch’s, Dr. Pepper Snapple Group (DPSG), HomeMaker, and Walmart (Great Value).• Responsible for re-design, content, and implementation of new Campofresco website.• Developed profitability model to monitor Gross Margin and EBITDA.• Key member of cross-functional team responsible for the procurement analysis for a new $2.5MM pouches manufacturing machine.

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. Developed detailed off-premise/on-premise marketing plans (commercial strategy and activity). Developed marketing/sales programs and performance measurements for categories. Identified new product and service opportunities. Responsible for development of the category’s short and long term vision plans.• 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.• Responsible for re-launch of Gatorade brand with new packaging for Puerto Rico market. Sales exceeded Plans by 3% allowing brand to gain 1.4pp market share.• Recommended promotion plans and developed promotional schedules together with internal/external promotional agencies.• Developed Marketing Research proposals together with suppliers marketing teams to understand brand performance.• Developed on-premise and down-the-trade programs for alcoholic brands, including in store demos, bartenders’ training, happy hours, POS material and consumer promotions.• Led the analysis as part of Company’s Annual Strategic Planning to acquire Campofresco manufacturing plant to expand and solidify the distributor’s position as the #1 Juice Distributor in Puerto Rico.

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 $17.9 Million. Responsible for managing $1.2 Million Advertising and Sales Promotion budget and all aspects of brand management including: developing brand marketing plans, media buying, product launches and pricing strategy. Additional responsibilities included new product development, qualitative & quantitative marketing research, project management, on-going market and economical trend analysis, and executing marketing plans and strategy for all brands.• 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 plan based on Mass Media: 2 TV Commercials, Radio, Print, Car Shows and Trade Promotions.• 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 status at Kmart and was awarded Clorox Achievement for “Ownership and Optimism”.• 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 post analysis.• Implemented new pricing strategy for Glad Force Flex Trash Bags increasing segment sales by 4% and GM% by +1.4pp.• Led implementation of new brand architecture for Cleaners category with new product launches and line extensions.

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 Hill’s and PETCO's Senior Management, Merchandising and Marketing departments to improve business and marketing metrics focusing on key performance indicators. Main responsibilities included customer relationship management (CRM) analysis, market basket analysis, segmentation analysis, project management, database marketing, statistical modeling, and direct mail campaign design/management• 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.• Collaborate with Buyers and Senior Management in managing Hill’s $20 million promotional budget resulting in sales growth of 3.5 to 4% YTD in All Stores Sales.

Bachelor Of Applied Science (Basc), Civil Engineering

Master Of Business Administration (Mba), Marketing