Sergio E. Email & Phone Number

Boca Raton, Fl

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Assist Franchised businesses in Latin America with the development of their overall marketing strategies yielding volume and profit growth while building brand equity.

Responsible for all marketing and sales activities (340MM revenue; 15+ Franchisees). Apr '09 - Expanded role adding geography and broader field inherence. Initiated regional creative collaboration process raising the massive communication bar in main markets Gained regional alignment and collaboration for the fist time through self-created offsite regional collaboration meetingsRevamped strategic value offerings foreseeing economic slowdown resulting in better sales results (versus plan)Reorganized structure for better alignment and synergy creation throughout the region

Canada/Mexico/Latin America/Caribbean (May 2002 - March 2007)Responsible for all business development, marketing and sales activities including new market penetration, media, PR, advertising development, volume, profit, packaging initiatives, sales incentives, promotions and full P&L ownership for brands under my supervision (2.0MM cases, $35MM revenue; 20+ distributor network). July '05 - Expanded role adding geography, sales, budget ($2.5MM) and a new line of business (meats). Business turnaround via marketing, sales and operational initiatives after receiving business with negative operating profit (grew from -$100M to $2.4MM in three years).Re-instated profitable self funded brand advertising for main markets after a black out period of nearly 6 years Successfully managed internal team (10+ people) in the development and launch of the first ever product for Canada achieving an 8% sales increase vs target.

Responsible for the Taco Bell brand in Puerto Rico, in addition to the regional creation and expansion of the multi-branded concepts ($45MM revenue).Implemented and led multi-branding efforts for Puerto Rico exceeding sales and profits targets at double digit rate (17%), other BU's used us as example for the development of this concept in their respective countries.Through my initiative, research efforts resulted in the development and implementation of completely redesigned marketing plans resulting in the turnaround of Taco Bell after a 2 year decline, obtaining double-digit growth in 2001 (15%), with continued growth in 2002 achieving the highest same store sales in TB's Puerto Rico history.Developed award winning brand advertising (Tricon International Sparkling Creative Award - 2001).Developed unique product platforms which resulted in offerings that became best sellers, and also have been/will be adopted worldwide due to their high consumer appeal, each new product launch exceeded targets by at least 10%.Managed product manager in all marketing activities including media and promotional efforts. Joint main project implementation (value menu) resulted in a 12% growth over PY and 10% over goal.

Responsible for the following categories: Oral Care/Deodorants/Hair Care/Fragrances; Bar Soaps/Fabric Softeners Detergents/Dishwashing Liquids including marketing activities as well as media, volume and profit growth (40MM business). Developed and implemented ground-breaking programs that resulted in the business turnaround of the Oral Care category (5% growth after showing 5 years of continuous decline).Improved the market share of my Fabric Softener brands from 3rd to 2nd place displacing competitor P&G, obtaining highest ever share levels of 25%.Set the strategic foundation for the bar soaps category and clearly defined each brand's role within the total portfolio attaining highest historical sales and shares of core brands (DOVE and Lever 2000).Developed and implemented innovative/unique brand building programs resulting in consistent double digit sales growth of the bar soap brands.Developed a new pricing structure that resulted in "No Diversion" and increased profitability without sales erosion.

Responsible for trade marketing activities around the Deodorants/Styling Aids/Fragrances and Others categories.Created, developed and executed all strategic Trade Marketing planning which resulted in continued business success, this was done for the entire country of Mexico ($2.0 MM budget).Managed and reorganized 3 staff members in conjunction with all promotional and trade marketing activities.

Responsible marketing the Oral Care/Hand & Body Lotions/Fragrances and Others categories.Developed and implemented innovative sales incentive programs resulting in sustained growth of 5% vs. targetCreated and implemented aggressive marketing plans with "continuity" effect for the successful launch of new products (Smooth Legs & Feet / Trillita) exceeding objective by 12% in each case.

Responsible for marketing all snack and peanut derived products.Planned and developed the most successful product launch in the history of the company achieving double digit growth vs. objective of 18%.Developed a new system/process for the national sales quota which enabled a fair and more attainable goal scenario resulting in a 5% sales growth.Restructured the DSD system which resulted in a 20% reduction in operational costs.

Categories managed: Detergents/Soaps/Toothpaste.Coordinated with other Departments (15+ team) to ensure adequate packaging supply for all new product launches.Coordinated with Legal Department lawful compliance of all packaging materials.Developed an innovative process to reduce waste in packaging materials obtaining yearly savings of $150M.