Rolando Salinas Email & Phone Number

Sugar Land, Tx, Us

Houston, Texas

- Lead a team of analysts in evaluating performance metrics & market data to provide opportunity analysis & consumer insights in support of 5 NRG Texas brands (Reliant, Direct Energy, Green Mountain Energy, Cirro and Discount Power).- Work closely with individual brand teams & senior leadership to help shape the strategic direction for each brand, including development of customer journeys, market and segment prioritization, channel optimization, and product development and testing.- Developed and led cross-functional teams including data science, operations, and compliance to deliver a comprehensive custom segmentation model for all NRG brands; this model identifies 12 distinct segments of residential electricity customers, based on an array of characteristics including demographics, lifestyle, shopping behavior, channel preferences, media consumption and energybehavior and attitudes, such as adoption of smart-home technology and environmental tendencies.- Synthesize and communicate complex research findings uncovering new business opportunities in support of our business strategies and growth objectives.Select Accomplishments:­- The segmentation model has been adopted throughout the organization, informing portfolio management and go-to-market strategy.- Led research, insights and strategic framework for a new product targeting a high value segment which yielded +4,100 sales in its initial 3-month test.­- Identified opportunities to optimize digital strategies against specific customer segments that yielded a 63% Y/Y increase in product chart visits, as well as a 16% Y/Y increase in digital enrollments from desired segments.­- Selected by NRG Home President to serve as one of 3 company DE&I ambassadors.

Houston, Texas Area

Leading a network of marketers and creative professionals in developing strategies that help businesses compete harder and smarter in their specific industry. Our Client Roster ranges from small businesses with local and regional footprints to large, national brands, to Ad Agencies looking to provide multi-cultural services to their own clients. This includes brands in the following industries:− Healthcare− Banking / Financial− Consumer Packaged Goods− Casual Dining− Legal− Home Building− Non-ProfitMy key areas of responsibilities include:− Brand Strategy− Content Development− Digital Marketing− Multicultural and Hispanic Marketing − Business Development & Operations

Sugar Land, Texas

Hired to develop and implement a business acquisition strategy for the agency, I was primarily responsible for leading the agency's branding efforts and Identifying key industries and potential targets.I also led pitch teams by conducting research, crafting industry briefings and developing strategies; and was responsible for crafting RFP responses and new business presentations.

Houston, Tx

Promoted 3 times during an 11-year tenure, my assigned brands included Bank of America, VISA, Microsoft, Miller Lite, Kraft Foods, Georgia Pacific, Walmart, Dr Pepper & 7UP.Over the years, I led teams of 10+ creative professionals in the development of multi-channel advertising campaigns, producing creative for use on television, radio, print, outdoor and digital media. For each client served, I led the development of brand and creative strategies and team briefings briefing, as well as maintaining oversight & quality control of the creative output.As team lead, I was responsible for nurturing the client / agency relationship and establishing communication protocols between teams to ensure efficiency and quality. I also created staffing plans, administered performance reviews & mentored my team in professional development & best practices.

San Antonio, Tx

Tasked with starting the agency’s new promotions arm, I was responsible for developing revenue goals and staffing plans, as well as building a team to acquire business from agency clients. We secured $1.2M in revenue from the US ARMY, Labbatt USA (Tecate) and Leap Wireless (Cricket) in first year.Leading an mentoring a team of six, I developed promotional strategies and tactics, while also maintaining oversight of all activations.

San Antonio, Tx

For 3 years, I led campaign strategy development for JCPenney creative teams and was responsible for the oversight of 20+ creative campaigns (television, radio & print) each year. The campaigns were integral in producing 3 straight years of sales increases for JCPenney Hispanic Stores.