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Personal Pitch
If you are a mid-sized B2C company, I will increase your sales and improve your profits
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Work Background
IffectiveLeft Brain
Nov. 2024Coral Gables, Florida, United States💡 40+ years of national and international expertise in branding, digital & direct
💡 Launched and re-launched 15+ Fortune 500 brands internationally
💡 Expertise in creative, media, strategic planning
PerformistChief Executive Officer
Feb. 2024 - Dec. 2024Miami-Fort Lauderdale Area · On-sitePerformist '➡️ Total Performance Marketing Agency. 1️⃣ A real DSP, with more than 2 dozen affiliated SSPs 2️⃣ Data-driven advanced segmentation & targeting 3️⃣ Truly international footprint 4️⃣ AI driven analytics suite.
IffectiveFractional CMO
Jan. 2023 - Feb. 2024The World · HybridFractional CMO services that leverage 40+ years in national and international marketing and advertising. Award-winning creative, deep and actionable understanding of customers insights, top level media expertise including strategic planning, high-level negotiations, and day to day planning. My expertise includes fast food, automotive, CPG, soft drinks, health & beauty, financial, technology, and much more. I have been part of the launch team of 15 Fortune 500 companies around the world, including McDonalds, General Motors, Samsung, L’Oreal, Coca Cola and many more. We are a great fit if you are a B2C mid-sized company and want to grow substantially or even achieve leadership in your industry. We are an even better fit if your business needs to sell “a bunch of things” to “a bunch of people” because I truly merge creative messaging, channel planning and data analytics to increase sales. We are also a great fit for a highly specialized project: a product launch, a brand re-staging or introduction to a market. If I can be human for a moment, I absolutely love product introductions. Included in my approach is helping you identify gaps in your team, people to fill those gaps, helping you find them, hire, and train them so that your company will have its own in-house marketing team. Finally, if you have made it this far: I am not a “suit” and my rates are absolutely reasonable. I balance just the right amount of process and creativity to make your company stand out from its competitors and grow. I’m not going to drown you in process. I won’t try to apply some cookie-cutter methodology to your non-cookie-cutter business and will definitely not going to shoehorn you into unwieldy structures. At the very least, let’s talk: msalup@iffectivemarketing.com
LISTEN MEDIA CAMPAIGN COMPANY UK LIMITEDChief Global Messaging Director
May. 2020 - Feb. 2024London, England, United Kingdom & Miami, FLThe Listen Campaign is a decade-long global broadcast campaign that combines entertainment and cause marketing with the power of 80+ stars to help 1.2 billion vulnerable and disadvantaged children around the world. The Listen Campaign (1) Illuminates problems (2) Celebrate proven solutions (3) Replicates and Scales Up proven projects (4) Creates a global community and (5) Reports transparently on the impact.
VIEWNCRO Advisor
Oct. 2019 - Jul. 2023Miami, Florida, United StatesViewN is a leading provider of cutting-edge technologies and services, offering scalable solutions for companies with lots of customer data or none. Founded by deep domain experts in enterprise software, we strived to build something even custom IT shops could not.
CEO Analytics, LLCPrincipal
Jul. 2018 - Feb. 2024Miami/Fort Lauderdale Area; The WorldCEO Analytics combines disassociated conjoint analysis and predictive algorithms to unearth what your customers really love... and are eager to spend money in. We increase retention, generate incremental sales and increase your revenues by 3% to 7%.
Montano + Salup CommunicationsLeft Brain
Jan. 2012 - Dec. 2013Miami/Fort Lauderdale AreaA Full Service communication company specializing in response generation and offering: - Branding
- Direct
- Digital With fully integrated creative + media The five things we believe in: 1. Analytics: Measuring response
2. Better messaging - born of years of talking to and analyzing real people
3. Media-atheist creative executions
4. Truly integrated platforms
5. No silos
IffectivePrincipal
Jul. 2009 - Oct. 2021MiamiConsultancy services specializing in 1. Strategic planning
2. Multi-media planning, buying
3. Company launches
4. New-business generation for ad agencies
DMG SolutionsCMO & Media Director
Jan. 2009 - Dec. 20121. Create DIRECTV Mas first fully integrated media program with TV, Cable, internet, mobile, print, out of home
2. Maintained goals in spite of disappearing inventories
Siboney USAVP Media & Strategic Planning
Aug. 2008 - Jun. 2009
Universal McCannManaging Director
Jan. 2008 - Dec. 2009Latin America (Pan Regional), Central America, Caribbean
GrupoUnoManaging Director
Jan. 2006 - Dec. 2007
Foote Cone & Belding Worldwide S.A. de C.V.Executive VP International Media Director
Aug. 2000 - Feb. 20051. Launched several unbundled media units around the world, in Latin America, Europe and Asia
2. Launch several new products for Nabisco, SC Johnson & others
3. Created a comprehensive strategic planning methodology: TOE
4. Reinforced, helped grow and/or created media units around the world
Foote Cone & Belding WorldwideSVP - Regional Media Director
Jan. 1997 - Dec. 20001. Launched a variety of products from L'Oreal, SC Johnson, Nabisco and others
2. Helped create FCB's Regional network in Latin America
3. Trained media directors
4. Created media units in half a dozen countries
5. Improved profitability of our media departments
McCann EricksonArea Media Director
Jan. 1996 - Dec. 1997
Foote Cone & Belding WorldwideVP - Regional Media Director
Jan. 1991 - Dec. 1996
de Rojas Salup + PartnersPresident
Jan. 1988 - Dec. 1990
DMB&BMedia Director
Jan. 1984 - Dec. 1986
DMB&BMedia Director
Jan. 1980 - Dec. 1986
Publinsa K&EJefe Redaccion
Jan. 1976 - Dec. 1979
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