Work Experience
Advertising Sales: Sales strategies’ creation and management in order to increase advertising sales in the pay TV channel Warner Channel Latin America and USA, and open TV Venevision, Venezuela. Inventory’s and rate card’s analysis by country in order to increase corporate profitability. Management and supervision of 11 sales offices in the region, 60 people under my supervision. Definition of sales budgets by region and globally. Inter annual increase in sales of 30% in the last 8 years. Creating pre sale formats in emerging markets to ensure annual turnover. Development of marketing and sales presentations to strategic customers that generated on air promotions that brought not jus high income but also free advertising for the channel.
Marketing: Development of marketing strategies to increase the rating of the pay TV channel Sony Entertainment TV Latin America and open TV Venevision, Venezuela. Look and positioning research. Planned media buy in the region that supported the development and growth of the image, positioning and ratings of the channel. Consumer promotions’ creation and development, along with strategic clients, that increased levels of rating and ranking. Creation of marketing strategies aimed at increasing advertising sales for non-traditional billing. Creation of new buying structures and opportunities (Special Sponsorship slots based on CPR). Run focus groups. Creation and oversight of corporate image and channel’s advertising.
Measuring media: Analysis of efficiency in media buying to optimize investment. Creation of media plans. Media buy’s performance evaluations for advertising clients. Analysis of competitor’s investment and strategy. Rating studies and reach and frequency for creation of media plans.
Author/Writer: wrote the book “Who came up with the crisis?” in 2009. It was published by Editorial Dunken in Argentina and Editorial Club Universitario in Spain. And amazon in USA.
wrote the book “EL Marica?” in 2012. It was published by Editorial ECU in Spain. And amazon in USA.
Employment History
May 2012- Current: Profexor.com, Miami.
Consulting.
• Creation of sales and marketing strategies for clients by country.
• Strategically lead Advertising sales marketing efforts
• Development Sales efforts in key markets.
• Creation of pricing strategies, inventory management and promotional marketing costs assessment.
August 2001- July 2011: Warner Channel Latin America and USA, Miami.
Vice President Advertising Sales for Latin America
• Managing International, Multi- million advertising sales revenues for the network across platforms including linear and online
• Increase y-o-y sales in 30%+ for the last 8 years, outperforming industry growth by 12%
• Lead a international team of 60+ people across 6 regional offices (Miami, Mexico, Brazil, Venezuela, Argentina, Panama) and 4 Reps (Peru, Chile, Colombia, Dominican Republic)
• Creation of sales and marketing strategies for clients by country.
• Strategically lead Advertising sales marketing efforts
• Development of Up-fronts in several markets (presentations, videos, promotions).
• Creation of pricing strategies, inventory management and promotional marketing costs assessment..
August 1999 – 2001: Venevision (Venezuela Cisneros Television Group)
Regional Director of Advertising Sales.
• Creation of sales and marketing strategies for the channel. Increased sales by 25% year on year.
• Manage the channel’s sales operation. Lead a sales team of 20 people.
• Definition of sales guidelines on the market (Up-Front).
• Creation of CPP’s performance based pricing scheme based on rating, analysis for customers and programming.
• Strategic planning to increase sales.
• Member of the programming and image committee of the network.
• Media planning and buying for corporate clients.
• New Business Development (Pharma, Internet, etc.)
January 1997 – August 1999: Sony Entertainment Television (HBO Latin America Group)
Regional Director of Marketing.
• Development of marketing strategies and promotions to increase subscribers, ratings and strengthen the positioning of the channel.
• Creation and development of sweepstakes, contests and sponsored promotions increasing advertising sales and network’s awareness.
• Development of marketing programs aimed to increase advertising sales opportunities, boost distribution and build a strong relationship with cable operators and satellite systems in key markets.
• Media Planning and buying for the channel in key markets (Mexico, Brazil, Argentina, Chile and Venezuela).
• Increased ratings by 10% in Prime Time by creating network’s direct marketing unit
• Supervised Creative Services unit in the development of consumer centric campaigns.
• Management of Affiliate Marketing events and promotions with MSO in the region.
• Conducting market research to improve the positioning of the channel. Quality image studies, focus groups, quantitative, etc..
September 1993 – January 1997: Venevision (Venezuela Cisneros Television Group)
Regional Director of Marketing and Sales.
• Development of marketing strategies and sales channels.
• Modeling & analysis, of advertising rates.
• Media Planning & Buying
• Provided advice and support to the media department on media research & statistical analysis of audiences.
• Advertising Sales Marketing for the network (on air promotions and sales.)
• Creation and management of sales presentations to key clients and during Up-fronts
• Creation of Barter guidelines for clients and agencies.
• Media and Programming Research, Including R&F analysis.
• Member of the network’s programming committee.
Enero1991 – September 1993: ARS / D’Arcy Advertising (Venezuela)
Director of Media.
• Handling the media buying and analysis for clients of the agency.
• Competitive analysis.
• Developed Media optimizer analysis and recommendations.
• Media planning for new product/brand launches
• Increase clients ROI by re-negotiating media.
• Media budget forecast, management and analysis for key clients (elaborate)
• New business development for new accounts
August 1988 – January 1991: McCann Erickson Advertising (Venezuela)
Media Manager.
• Handling the media buying and analysis for a group of clients of the agency.
• Evaluation of programs and media content.
• Analysis of competition-level costs and investment levels/impressions.
• Negotiation of rates in order to increase clients ROI.
• Advising the client in the global media buying.
EDUCATION
1986 -1989 Institute of New Professions. Caracas, Venezuela.
Technical Marketing and Advertising.
1990 -1992 José María Vargas University. Caracas, Venezuela.
Management in Business Administration.
Skills
• Vast experience (20 years) in the area of marketing, advertising and television sales and management of clients in the media buying.
• A leader in delivering results in record turnover of sales agency and TV channels.
• Handling of measurement tools to support analysis of any purchase.
• Able to work in communications and sales management to advertising clients.
• Leading the management of teams.
• Ample capacity to face challenges with results above expectations.
Languages
Bilingual in Spanish and Italian.
English
Good level of Portuges.
