Jose Becerra Email & Phone Number

Seattle, Wa, Us

Seattle, Wa, Us

Seattle, Wa, Us

Seattle, Wa, Us

Seattle, Wa, Us

Lead the Product Marketing team that owns end-to-end marketing lifecycle strategies of Hardlines Private Brands products across all digital channels.

Seattle, Wa, Us

Berkeley, Ca, Us

Principles of Business Graduate Student Instructor; led two sections every semester

Seattle, Wa, Us

Managed the strategy and execution for the opening price point (OPP) television segment.• Delivered Bottom-line Growth: Generated $200K profits in 8 weeks by improving contracts and terms of the most important models that represented 40% of sales of the segment. • Improved customer experience: Negotiated favorable terms to onboard 5 new models on Amazon.com that initially were discarded due to profitability issues, strengthening one of Amazon’s core tenets: Selection.• Developed New Selection Framework: Created a decision-making model to assess new vendor opportunities and determine when it is worth the Retail’s team time to work directly with the manufacturer.• Negotiated OPP TVs Holiday Buy: Led bidding and negotiation process to source deals for Black Friday and Cyber Monday, placing orders to increase top-line by 80% year over year with the same investment.

Miraflores, Lima, Pe

Reported to Global Foods' CEO. Member of senior management team brought on to provide strategic leadership and drive revenue growth for newly acquired company. Managed cereal business operations in Peru, Bolivia and Ecuador. Strategy & Growth:● Market Entry Planning: Sized and determined new sources of growth; directed in-depth market research for expansion to 3 new markets; new products expanded from 5% to 15% of total sales. ● Executed Operational Projects: Generated $4M profits by implementing new pricing strategy and regional channel structure and developing processes to improve organizational efficiency and effectiveness. ● Led Business Analysis Projects: Delivered +20% growth year over year by rapidly integrating marketing and distribution capabilities between Global and Alicorp and renegotiating business contracts.● Aligned Executives and Teams: created Key Performance Indicators across cross-functional teams in a fast-changing environment to align high-level corporate priorities with the newly acquired company targets.Marketing & New Product Development:● Conducted Consumer Research: Led cross-functional team of ten including sales, supply, and product development in a design thinking process to identify opportunities in healthy market segment; created and launched a new brand that reached 25% market share in five months. ● Crafted Brand Positioning: Refined brand purpose and implemented new marketing campaign that obtained record market share of 85% and increased frequency of consumption in loyal core consumers by 30%. ● Built Innovation Roadmap: Prioritized and launched several line extensions with higher gross margins to increase profitability of mix, which resulted in gross margin expansion of 2 points; lead every facet of the product’s journey.

Miraflores, Lima, Pe

Managed Peruvian edible oil business (five brands). Developed clear portfolio and price strategy, assigning roles for each brand according to price tier and consumer needs. Led cross-functional teams in product launches and marketing campaigns. Worked with agency partners. Two direct reports. Reported directly to Marketing Director.● Drafted annual business plans to define business priorities for the following year by analyzing multiple macroeconomic trends, consumer key indicators, industry trends, competitive landscape and internal results.● Increased prices regionally by analyzing competition, price tiers and consumer willingness to pay; doubled revenue growth CAGR to 10% without losing volume.● Translated consumer insights into new compelling marketing campaign that increased core brand sales by 15%, market share by 2.5 points and awareness in target population by 10%● Launched multiple new products with higher margins, bringing higher consumer recognition to entire category.● Chosen by CEO for five-person team (Marketing VP, two Marketing Directors, HR Director and I) to create in- house Alicorp School of Marketing, (EMA). Classes began July 2014.

Miraflores, Lima, Pe

Supervised Primor (cooking oil) business in Peru, one of six core brands for company. Executed marketing plans. Controlled brand budget. Coordinated with trade marketing, finance, demand planning team, logistics and research. ● Analyzed consumer health trends and needs to reformulate 12 portfolio SKUS; conducted consumer research to determine the financial impact of the proposals, modeled stress scenarios considering costs and consumer preferences.● Implemented new regional multimedia marketing plan for premium core brand that resulted in a +10% sales volume YOY.● Selected for four-person team (Marketing Director, Marketing VP, PR/Social Responsibility Director and I) to launch Alicorp's first public service campaign, educating consumers in nutrition. Liaise closely with advertising agency.● Designed and performed a pilot study to define a position regarding inclusion of palm oil in soybean edible oil brands aimed to generate 15% less cost in raw materials

Lima, Lima, Pe

Master Of Business Administration (Mba), Business Administration And Management, General

Major In Business Management