ESTHERSUBIASCV_2015
- 1. ESTHER GABRIELA SUBIAS HERNANDEZ ESTHER.SUBIAS@YAHOO.COM.MX CEL. 55-43862367 _______________________________________________________________________________________ OBJECTIVE To assume the role of Commercial & Marketing Director, in a Multinational Organization, with the purpose of building & developing strategies that position it to become top of mind in the market, satisfying customer needs & increasing sales. SUMMARY An escalating career of more than 14 years in the marketing & commercial area, within multinational organizations in consumer, industrial & financial sectors. Vast experience in the design and implementation of marketing strategies (communication, retail, visual merchandising, CRM, pricing, promotions, products, research) & sales strategies in Mexico & Central America, responding to customer insights & needs. Outstanding results oriented strengths include: Expert leading multifunctional teams to implement strategies successfully as well as directly leading a team of 21 employees, strategic planning, execution, innovation & change management. Budget control for a portfolio of more than $100MM Mx and increased sales by +4% and more than +35% in emerging & new markets within 6 months. PROFESSIONAL EXPERIENCE MASKOTA GROUP Mexico City, 2014-current Marketing Director Head of Marketing, positioning brand in Mexico market and channels to increase sales & loyalty. Developing strategies, processes & initiatives including: Communication & Public Relations, Media, Digital, CRM, Ecommerce, Trade, Visual & Category, Research, Product & sales initiatives for an entire gamete of segments (retail: more than 300 POS) • Restructured MKT area: team, function & scope to positioning it, as a strategic area for the business. ▪ Developed & Implemented strategies to position the brand & reach within +80% of positive conversation in social media & a positive good will with media experts. ▪ Developed & Tested a new Store Experience (Visual, Category & Product customization) reaching +25% of incremental sales in pilot stores. COMEX GROUP Mexico City, 2011-2014 Marketing Grouper Strategic marketing leader for Mexico and Central America, positioning brands in markets and channels to increase sales & build customer loyalty. Establishing new strategies, processes & marketing initiatives including: exhibition, category management, promotions, CRM, communication, media, digital, cross marketing & sales incentives, for an entire gamete of segments & channels (retail: more than 3700 POS and 900 concessionaries, hardware stores, home centers & supermarkets). ▪ Created & implemented marketing ATL & BTL strategies, to increase brand awareness in new markets and low markets shares; reaching within two years a 98% brand awareness (+20points) & incremental sales in the Region of more than 4%. ▪ Developed & implemented the Customized Store Experience Strategy, based on a customization of image, visual merchandising, product exhibition, promotion & service for each store, according to the shoppers in each store, reaching an incremental store sales of more than +20%. ▪ Implemented a strategy to grow customer loyalty, building the CRM platform & cross marketing alliances, which increased customer base by more than 120,000 customers within 3 months, increased frequency of sales by 2%. STARBUCKS COFFEE Mexico City, 2008-2011 Marketing Subdirector Grouper of Marketing Product & Category. In charge of all products, development, innovation, promotion, exhibition, retail and media actions, for each category, to increase sales & transactions as well as retain customers. Develop alliances & cross marketing strategies to increase market share.
- 2. • Developed & implemented marketing strategies, which included: new products, packaging, pricing, promotions, frequency program, exhibition & visual merchandising, and as result increased sales by 12% annually. • Leader of new markets & new store openings initiatives: media, PR, promotion & BTL; which resulted in achieving 10 new markets &100 new stores within 2 years. • Restructured processes & portfolio optimization, reaching a cost savings of 15% and POP materials by 30%. GENERAL ELECTRIC Mexico City, 2000-2008 GE Money Mexico City, 2004-2008 Marketing Manager / Master Black Belt Leader of Commercial Initiatives for Auto Business. In charge of developing processes for a new business start up & also for the creation of financial & insurance products, as well as, B2B & B2C sales and marketing strategies. Leader of Customer Retention & life cycle identifying customer needs & competition strategies. • Business expansion leader, positioning GE Money as the financial bank for Harley Davidson Mexico. Implemented marketing strategies & products development that increased company portfolio by $10MMx in less than one year. • Created & executed Insurance strategies assuring an organic growth of $18M within 1 year. • Restructured operational processes through organization (auto loan, personal loan, mortgage & retail), to drive efficiency, the company reached speed of market & accuracy in their process, reaching increased delivery statements by a 20% & also reached an approval rate of 50% • Taught Global GS training sessions achieving more than 20 waves of Green Belts & Black Belts. GE CIAT Mexico City, 2000-2004 Black Belt & Marketing Coordinator Global Business Leader of the Marketing Development Program for CIAT: increase the GE brand awareness to the market & in charge of the registry (CIAT as a trade mark) and Intellectual property protection. Established the processes for market research and developed the platform for a Tracking and Management project software. Responsible for training of all Six Sigma methodology for the company & cost reduction projects. ▪ Green Belt training courses implemented more than 100 hrs of course work training experience in LEAN, DMAIC & DFSS methodology, assure 100% of quality culture in two years. ▪ Developed & re-structured the IT, HR & Finance area, achieving service improvement and cost reduction in less than 5 months. ▪ National Technology award 2003 was reached for GE CIAT. EDUCATIONAL BACKGROUND ▪ITESM Master of Business Administration Queretaro 1999 - 2002 ▪ITEMS Bachelor Degree Marketing Queretaro 1993 -1997 ADDITIONAL STUDIES ▪ Kellogg University Customer Marketing Chicago 2013 ▪ Starbucks Coffee Category Management Course Seattle 2011 ▪ ITESM Director Skills Course Mexico 2006 ▪ General Electric Business Essentials Leader Skills New York 2006 ▪ General Electric Six Sigma DMAIC & DFSS Master Black Belt Course Atlanta 2003 LANGUAGES ▪ English, French & Spanish