Marketing and Communications Manager
ICA
Total years of experience :20 years, 11 Months
Performed as head of the development of marketing and communication to implement successful commercial strategies
for the business unit.
Guided and directed on project development processes.
Collaborated with business development, operation, logistics, customers and vendors on product and service
development.
Established the Big Data research methodology to gather and understand customer needs and current market trends.
Assisted and supported marketing and sales teams throughout Mexico and abroad in product/service positioning, branding
and pricing.
Developed logistics for commercial viability of products and services.
Kept track on competitors and market trends.
Established marketing success metrics based on market research, interaction, communication and feedback.
Created database for customer concept values and marketing trends.
Prepared specific marketing plans as well as budgets to attain R&D along with solution marketing objectives and varied
strategic initiatives regarding security, CRM, innovation and sustainability.
Endorsed solutions with integrated marketing mix on a day - week - month basis.
Carried out marketing-media communication assignments - Worked on advertising, layout drafts and campaign materials.
Developed and managed regional and international solution and product/service marketing campaigns.
Evaluated and responded to competitive marketing activities with communication marketing programs and materials,
including company’s new image and positioning strategy.
Managed entire activities associated with the new web site, publications, advertising campaigns, development, trainees
and special events.
Supervised market-group research activity, including: analysis of syndicated materials, developing price elasticity metrics,
surveys, situational modeling focus groups, and conjoint analysis.
Prepared effectual collateral materials to promote awareness, loyalty and recognition of company and its services.
Performed as head of Sustainable and Social Responsibility area, for editorial design, direction, production of both, media
and social media, communication products oriented to marketing ROI.
Developed media interest with customers and respond to all media requests to ensure regular interaction with target.
Drafted talking points with VP and several directors as required, for presentations with stake holders, investors, clients and
internal committees.
Miguel Vives
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Main responsibilities as Environmental manager:
Prepared and executed organization’s long and short term marketing and corporate communication strategy to develop
strong internal culture towards effective and sustainable use of recourses, climate change and environmental education.
Creative platform development area leader.
Environmental Committee leader.
Consultancy on social and environmental sustainability.
Public Relations and strategic alliances.
Developed and coordinated multimedia packages including brochures, letters, purchase displays, videos for specific
assignments.
Assisted in sponsoring WWF’s goals through participating in the overall development and execution of WWF International
communication tactics.
Developed and consolidated strong media ties to confirm widespread outreach to public and partnerships.
Evolved successful goal-oriented communication plans with creative departments aligned with the rest of WWF Americas.
Assigned to undertake drafting and development of all content for internal and external communication in virtual space.
Provided exceptional services in managing virtual communications.
Developed content for the print, virtual and broadcast media.
Produced and managed material for social networking websites, press conferences and others on behalf of WWF Mexico.
Preserved and promoted company’s reputation among staff and partnerships.
Responsible to oversee all creative inputs on WWF’s communications and publications.
Hosted the website and upgraded content regularly.
Assessed program requirements and aided personnel in handling the project well.
Prepared communication and media promotion budget, and assessed and appraised growth.
Involved in every aspects of the publishing process right from content development to editing to production, and finally
marketing for donors.
Brought in new ideas that gave a new look and effect to important potential donors communication and marketing
materials, based on programmatic reports.
Cultivated a close and strong relationship with opinion leaders, volunteers, other organizations, government and local,
national and international media.
Coordinated with Program Officers on planning, creating and follow-up of proposals and reports to donors, alliances and
partners.
Prepared communication presentations for various conferences and presentations.
Head of the Earth Hour campaign and event: 5 simultaneous cities. 2010 and 2011.
Miguel Vives
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Médica Sur
Managed a multidisciplinary team to develop, plan, edit and present business proposals to diverse committees.
Developed and implemented the market research and business plan to launch Medica Sur Clinics (3 + 5).
Developed, implemented ad measured ROI for the Marketing & Communication strategy to promote new clinics.
Assisted the company’s executive committee in reaching goals and objectives related to sales, productivity, profitability and
industry penetration, among other areas.
Supervised the sales, CRM and promotion department.
Directed the overall business relations and partnerships with an important range of privately owned businesses, publicly
held corporations and nonprofit institutions in a broad vary of industries.
Analyzed data from insurance companies and stake holders.
Hired, trained and evaluated the business, PR and sales staff.
Developed and implemented promotional budgets.
Prepared reports for senior management.
Ensured the department complies with company polices.
Ensured staff has the resources to complete their promotional work.
Motivated workers through incentives and positive constant feedback.
Prospect for potential new clients and turn this into increased business, under 4 strategies:
a) New business development: Detected potential clients by growing, maintaining and leveraging network.
Researched and built relationships with new clients.
Set up virtual meetings with client decision makers.
Defined action plans, targeted approaches and conference pitches.
Worked with marketing team to develop proposals that fulfill client’s needs,
concerns, and objectives.
Participated with finance manager in pricing the solution/service.
b) Client retention: In charge of an agenda for constant presentation of new products and services and
enhance existing relationships.
Arranged and participated in internal and external client debriefs.
c) Business development planning: Attended industry functions worldwide, such as association events and
conferences, to provide feedback and information on market and creative trends.
Presented to and consult with mid and senior level management on business
trends with a view to developing new services, products, and distribution channels.
Identified opportunities for campaigns and quality services that will lead to an
increase in sales.
d) CRM: Coordinated the CRM team in order to provide progress reports and accurate data.
Tracked and recorded activity on key accounts.
Miguel Vives
Página 5
The Quaker Oats Co (Gatorade
• Responsible to oversee Gatorade partnerships with athletes, events, teams, and leagues including Mexico, Central and South America and the Caribbean.
• Directed brand-building efforts and managed relationships across various sports properties and all youth programs, including camp, club, and event partnerships.
• Defined and played a leading role as campaign creative and producer for several product launches: Xplosive, Sports bottle, as well as 6 new flavors.
• Responsible for building and establishing the over-arching brand strategy, forming annual operating plans, setting communication priorities and charting a path for future growth.
• Managed the design of short-term innovation including concept development and commercialization.
• In charge of international marketing and sales.
• Creative of the software department.
• Coordinated the brand portafolio’s profile at Hi Tech expos and conferences.
• Media and printed material designer and producer.
SKILLS • Marketing and Communications Strategies & Campaigns • Susteinability • Corporate Communications • Creative Team Leadership • Product & Service Positioning & Branding • Media, Web & Print Content Development • Focus Group & Market Research • Development of Training Materials • Sales skills B2B2C • Public & Media Relations • New Product Launch • Networking – Outstanding communication skills. • Social Media Skills: actively participating in group interactivity. • Creativity – Ability to develop/innovate new techniques. • Targeted content developer. • Presentation skills – Excellent written and oral skills. • Organizational/Prioritization – Ability to balance multiple projects and demands. • Process modeling, project management, the ability to train and manage change, as well as ease with technology. • Data/ Analytics Skills: quick to maneuver enormous amounts of data about buyer behavior. • Domain Expertise: bridge builder between product/service and the customer's care-abouts. • Motivated and Self-starter – Can motivate subordinates to take voluntary initiative.
QUALIFICATIONS • Leadership. • Collaboration and excellent communication skills. • Vision creator. • Deep understanding of market and costumers. • Sales skills B2B2C . • Big picture oriented. • In control of the budget. • Strong effective communicator. • Highly developed, demonstrated teamwork skills. • Able to manage various types of writing materials. • Bring ideas that help improving writing and presentation styles. • Organized and energetic. • International experience. • Ability to handle multiple projects demands in detail. • Proficient in multicultural environments. • Spanish native speaker, fluent English, intermediate French and Hungarian.