International marketing leadership over a diverse portfolio including a wholesale lumber distributor, two building material brands, and an upstart specialty lumber retailer.Tropical Forest Products – Fastest growing wholesale lumber distributor in North America. Upgraded the marketing department, introduced structure and process to the department and organization, and worked closely with top dealer customers to reverse negative sales trends in key product categories.Black Label Wood and Norx Composites – Created and launched a brand of premium tropical hardwoods and an innovative composite decking and cladding brand.Lumber Plus – Opened five brick and mortar specialty lumber retail locations in Miami, Toronto, Houston, Boston and Tampa, in addition to an e-commerce platform. Aggressive digital marketing and smart social media led to exceeding year-one sales projections by 21%

Managed Lowe's marketing for the Tradesmen and Repair, Remodel, and Repair Pro customer segments. Responsibilities included: - Development of quarterly omnichannel Pro promotions- Lead brand marketing efforts on a new Pro website and loyalty program- Primary marketing leadership liaison with Pro merchandising and operations teams- Initiated and lead multicultural Pro marketing efforts- Co-built the Pro Brand Marketing team after total reorganization

I launched and managed this innovative bilingual business-to-business publishing and media company that focused on the construction, remodeling, and masonry industries. I was fortunate to work with over 220 clients including Dodge RAM, Techtronic Industries (TTi), 3M, The Home Depot, Clorox, and PPG. I provided executive leadership to a 14-member team as well as a social media agency and freelancers. I oversaw all P&L and budget responsibilities for the $2.5MM portfolio. • Created and launched the innovative bilingual media platform Pro Construction Guide/Constru-Guía al día featuring the flipbook magazine distributed by The Home Depot, which grew into the largest construction trade magazine in the U.S. with a circulation of 210K• Introduced an innovative email newsletter platform as a key revenue driver with current stats of more than 105K subscribers and accounting for 37% of total revenue• Leveraged aggressive SEO resulting in 125K+ visitors per month to ProConstructionGuide.com and MiConstruGuia.com.• Expanded the Constru-Guía brand into Mexico primarily through social marketing and successfully attracted 35K email newsletter subscribers • Launched the bilingual media platform, Pro Masonry Guide/Guía de Albañilería, that includes a flipbook magazine, website, email newsletter, and social page; became the category leader within 6-months of launch• Created GarageMaster magazine through a custom publishing agreement with Valvoline and AutoZone; the magazine was distributed in 500+ AutoZone stores nationwide• Content created and marketed under my supervision include:o Content development — 1,225 articleso Email Newsletters — 367 newsletters sent to 17.3MM subscriberso Magazine — Produced 56 issues and distributed more than 11.5MM copies over three titleso Podcast — 69 episodeso Social media — 1,925 postso Radio — Syndicated vignettes in 84 markets on 114 stationso Web — Developed five websites with 4.9MM visits and 8.7MM page views

I directed this reputable consulting firm specializing in shopper marketing for the home improvement, residential remodeling, construction and building material industries. I led engagements with clients such as John Deere, Google, Scotts, Ryobi, The Home Depot, Floor and Decor, Milwaukee Tool, Blue Rhino and Henry.• Developed and launched the Orion line of smokers in Bass Pro Shops, Academy Sports, ACE, True Value, The Home Depot, and various independent sales channels resulting in 23K units sold annually• Leveraged new packaging and labels to increase annual comparable sales by 13% for a lawn and garden fertilizer manufacturer• Developed a digital rebate platform for the residential remodeling and light construction industry• Designed and launched MAESTRO, a line of hand tools ergonomically designed for Hispanic construction professionals, and hold trademarks in the U.S., China and Mexico for the brand

I was directly responsible for creating and managing a 9-person merchandising marketing team that was tasked with developing and executing all mass and direct merchandising centered advertising at the nation’s second-largest retailer. I was a key member of the brand leadership team in charge of a $920MM annual budget. My team and myself were the primary conduit between the marketing and merchandising organizations. I led the monthly ad meetings where we developed the broadcast, digital, and print plans in collaboration with the senior merchandising leadership team.• Nominated for The Home Depot Executive Leadership Program (ELP) an honor reserved for top 3% of Director level associates• Directed the strategic planning process in 2003 and 2004 for the marketing department• Oversaw and managed the development and execution of 31 seasonal promotions• Identified, conceptualized, designed, developed, and internally sold “Driving Down the Cost of Home Improvement” through the National Price Program; accredited for reversing the low-price perception revealed in a monthly tracking study

At the largest independent advertising agency in the United States, I provided senior-level management to The Home Depot account. I oversaw all broadcast and national print development and production with a combined budget of $16MM. Continuously consulted with media buying services on all planning and buying of broadcast and national print. • Headed the agency team responsible for The Home Depot winning the Marketing of the Year award presented by NASCAR• Developed and managed a strategic broadcast advertising program that was used to open 704 Home Depot stores• Worked collaboratively with 10 different Home Depot field offices to address competitive market situations and devise aggressive plans utilizing spot radio to drive brand awareness and revenue• Assisted in the development and maintenance of a promotional television, radio, newspaper, and FSI campaigns for stores across 48 markets• Worked with teams in Canada, Puerto Rico, Chile, and Argentina successfully expanding the brand into their respective countries• Led a team responsible for all aspects of 1996, 1998, and 2000 Olympic game sponsorships by Home Depot