Promoted to serve as the Managing Director for the Brazil franchise market with over 900 franchisees and 1500 restaurants generating more than $500MM in annual revenue. Areas of responsibility include managing sales, customer experience, operational excellence, brand compliance, staff management, driving KPIs, and strategic leadership. Direct, mentor and develop a staff of 9 to produce beyond their capabilities.✓ Took over a business after the master franchise went bankrupt and turned around operations reestablishing confidence with franchisees and vendors.✓ Hired and developed a new team and turned around double-digit declining sales to positive sales and profitability in a 6-month timeframe reestablishing Brazil as a top 5 revenue market for Subway.✓ Ensure brand compliance for all locations including operating and merchandising standards and the delivery of world-class customer service.

Responsible for the creation of a marketing strategy for the Subway brand encompassing 3500+ restaurants in 32 countries generating $XB+ in annual revenue. Managed a team of XX employees in X business units to execute on all marketing and advertising strategy including promotional, social media, digital, and PR initiatives. Administered a multi-million-dollar marketing budget and multiple media and ad agencies.✓ Led the regional brand and marketing strategy to build brand equity and drive sales. ✓ Collaborated with other international senior leadership to define global brand strategy and guidelines, including sharing of best-practices of promotional and marketing initiatives.✓ Led a transformation of the menu through a culinary strategy and innovation process including consumer market research, concept creation, prototyping, validation, COT, market testing, and national product launch. ✓ Drove sales by double digits by implementing innovative marketing initiatives including new product launches and price promotions. ✓ Selected to be a presenter at global franchising conventions. ✓ Delivered a customization attribute brand campaign in 2018: Make it What you Want.✓ Created a fresh and customization brand campaign in 2020: New Possibilities.✓ Launched a Footlong brand’s hero product campaign in 2022: Nothing Better than a FOOTLONG.✓ Championed the culinary product platform innovation to enable continued international growth and profitability. ✓ Played an integral role in developing the growth strategy for market expansion brand development. ✓ Leveraged consumer insights, market trends and data analytics to develop new platforms.

Managed all aspects of sales, operations, marketing, and customer service for a home improvement store that focused on storm protection and energy-efficient windows and doors. Authorized dealer for PGT, Lawson, ECO, and Mr. Glass.✓ Transformed the store from a mom-and-pop shop that was focused on repairs and parts to a home improvement organization selling windows and doors to businesses and consumers. Grew the business from $1MM to over $5MM.✓ Strategically drove results to ensure the location achieved maximum sales and productivity goals through functional leadership, effective communication, talent management, outstanding merchandise presentation, and operational excellence.

Key member of the senior management team responsible for the creation of a marketing strategy for the McDonald’s brand encompassing 600+ restaurants. Managed a staff of 12 and all marketing, advertising, promotional, social media and PR initiatives.✓ Collaborated with Operations, Supply and Development launching a new value combo concept called “McMio” that permitted consumers to have flexibility to accompany their burger with a variety of sides and drinks, plus a $10 peso offer for a 4th item. ✓ Created advertising campaigns and media plans including national TV, Out of Home, Social Media strategy and national radio.✓ Applied a consumer-centric marketing approach for new product development and the implementation of promotional initiatives.✓ Coordinated the launch of 4 consumer promotional campaigns within a year achieving double-digit sales and transactional growth during each promotional period.✓ Led the launch of several Angus Burger variants that included Angus Habanero and Angus Bistro resulting in growing the premium burger category from 6% to 8% and increasing average check within the core category.

Responsible for attaining sales, brand awareness and profit targets by creating strategic initiatives to drive sales through product innovation and promotional activities. Accountable for all advertising and media including nationwide media plans for TV, radio and social media. Developed advertising campaigns focused on brand building and sales growth.✓ Exceeded 2011 projected comparative same-store sales and transaction targets by +15% by implementing effective branding and sales strategies for both core and value products.✓ Introduced 2 new indulgent burger concepts “Mega Stackers” and value “Cheddar Burger”. Created the social media strategy, implemented a trade marketing strategy to improve promotional awareness and increase trade ups at POS.✓ Launched a Whopper brand campaign by leveraging U.F.C., a fast-growing sport in Brazil. Developed TV spots utilizing Anderson Silva, a national sports celebrity, to obtain affinity among the target group of young men.

Responsible for developing a regional strategy and managing the execution of multi-brand promotions, public relations and social media for the Caribbean and Latin America regions including 46 hotels in 18 countries.✓ Maximized regional strategic marketing alliances for the Marriott Rewards program with airlines loyalty programs and VISA resulting in a 14% growth in sales.

Managed the BK brand and sales objectives for the South American and Caribbean region encompassing 11 franchisee operations.✓ Surpassed same store sales by over 20% for the region by successfully introducing several premium products that included the Triple and Double Whoppers simultaneously managing value strategy.✓ Led a key corporate strategic project with the objective of penetrating the family meal category. Launched product successfully into Mexico attaining sales objectives for the project. ✓ Spearheaded “Kids” marketing for Latin America including all regional promotional license activities.

Responsible for managing Western Union product and financial services operation with P&L responsibility of US $15MM. Involved in the entire product lifecycle from planning phase to performance evolution, securing financial objectives and revenue growth. ✓ Successfully negotiated a strategic agreement between DHL & Western Union for the development of the money transfer business to the entire region.✓ Prepared launch strategy for Global Mail within a 5-month period and successfully rolled it out to the Latin America region.

Managed the Western Europe outbound electronic money transfer business to Latin America and Caribbean generating US $83MM in revenue. Developed the strategic marketing plan and executed marketing initiatives to drive transaction growth to the regions.✓ Grew the Brazil money transfer corridor to US $14MM in 3 years by developing strategically-focused ethnic marketing initiatives. ✓ Implemented a targeted pricing promotion in 4 key markets including Spain, Portugal, UK and Switzerland. Achieved 150% increase in transactions over previous year.

Managed the South American electronic money transfer business including coordinating efforts of 14 agent companies in 10 countries. ✓ Implemented a regional football consumer promotion campaign, achieving participation of all agents in the region. Increased brand awareness and brand loyalty among users via giveaways and strategic media placements. ✓ Developed and launched a marketing plan to open a Western Union Brazil operation including strategies for Europe and the US.

Managed the largest growth sector for Black & Decker-Brazil comprised of a line of accessory products for the power tools sector. Responsible for motivating and directing a national sales team, as well as merchandising, logistics and distribution functions.✓ Developed a plan for new physical layout for stock area to improve the sales order expedition process resulting in a cost savings of 17%, as well as an increase in employee productivity levels. ✓ Implemented client marketing programs such as merchandise plan-o-grams, sales incentives and/or special discounts on specific products improving sales by 18% and product turnover by 12%.

Managed the Ajax, Suavitel, Ola and Colgate Toothbrush brands representing US $28MM in net sales, composed of 3 variant liquid concentrate surface cleaners and 2 variant multi-use spray cleaners.✓ Implemented a marketing strategy increasing sales 10% through a wholesale distribution channel by modifying shipping case. ✓ Recommended new packaging for spray cleaner line obtaining more impact at POS with minimal increase in cost.✓ Re-launched fine fabric liquid detergent category regaining 8 points in market share within 3-month period.✓ Spearheaded the re-launch of fabric softener category gaining an 80% increase in sales.