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Work Background
SAC IntegralExternal Director | Marketing Committee
Aug. 2014 - Dec. 2018San Salvador, El SalvadorSAC INTEGRAL is the largest microfinance company in Central America specializing in the informal sector of the economy with over US$200MM in loans ✔External Director: Invited to serve as an external director on the marketing committee of SAC INTEGRAL, leveraging extensive experience in marketing and market research.
✔Insights and Recommendations: Provided valuable insights and strategic recommendations based on past consulting experience across various industries.
✔Regular Engagement: Participated in frequent meetings, at least once a month, with marketing committee members and senior management of SAC INTEGRAL.
JGA ConsultoresReal Estate Investment Specialist
Jan. 2008✔Commercial and Industrial Real Estate Expertise: Extensive experience advising on property investments in El Salvador.
✔Market Knowledge: Well-versed in the latest trends and municipal regulations in the real estate sector, enabling optimal client advisement for maximum investment capacity.
✔Investment Opportunity Identification: Skilled in identifying lucrative investment opportunities and advising clients on making property investment decisions for long-term returns.
✔Negotiation and Closing: Expert in negotiating and closing real estate deals, with comprehensive knowledge of the legal processes involved in closing a sale.
✔Teamwork and Customer Service: Demonstrates excellent teamwork and customer service abilities.
Proven Success: Managed a portfolio exceeding $10MM in the last 10 years
THE NIELSEN COMPANYClient Service Director for El Salvador and Honduras
May. 2007 - Dec. 2008San Salvador, El Salvador✔Commercial and Administrative Operations: Managed the commercial and administrative operations of The Nielsen Company for El Salvador and Honduras, overseeing client interactions and customer service for both local and international contacts.
✔Report Approval and Special Analysis: Responsible for the approval of client reports, preparing and presenting special analyses, and making strategic recommendations.
✔Budget Management: Prepared and managed sales and expense budgets for both El Salvador and Honduras, achieving a significant milestone by surpassing the sales budget in 2008—a feat not accomplished in the previous 6 years.
✔Legal Representation: Acted as the legal representative for The Nielsen Company in El Salvador and Honduras.
✔Team Leadership: Supervised and delineated tasks for a team of four service executives, collaborating to achieve individual and team goals.
✔Client Prospecting and Sales Growth: Prospected new clients and worked to maintain and increase sales with existing clients.
✔Global Coordination: Maintained constant communication with Nielsen offices worldwide to ensure alignment and integration.
✔Special Presentations: Prepared and delivered special presentations to top client executives, covering industry analysis, macroeconomic environments, and retail market conditions in Central America.
✔Retail Index Expertise: Provided specialized analysis and strategic recommendations to Nielsen’s Retail Index clients, focusing on mass market consumption
Ask Latin America | Market ResearchFounder & CEO
Jan. 2002El Salvador✔Founder and Leader: Established OPINIONMETER El Salvador in January 2002, acquiring the international license from OPINIONMETER INTERNATIONAL. Rebranded the company to ASK LATIN AMERICA in January 2009.
✔Market Research Pioneer: Introduced and established market research services in El Salvador, positioning the company among the top 5 market research agencies in El Salvador within 3 years.
✔Administrative and Commercial Oversight: Managed both administrative and commercial aspects of the company, including client interactions, market study design, and execution of customer satisfaction surveys for local and international projects.
✔Client Engagement: Prospected new clients, prepared technical and economic proposals, and followed up to secure client approvals.
✔Project Design and Execution: Designed and implemented market research studies, including defining samples, creating survey questions, and developing research methodologies.
✔Field Staff Training: Trained field staff to execute client-approved surveys effectively.
Reporting and Analysis: Prepared comprehensive reports, analyzed research results, and presented findings to clients.
✔Extensive Experience: Successfully executed nearly 380 diverse market research studies across various industries and sectors (private, NGO, and government) over 21 years.
✔Time Allocation: Spent approximately 30% on prospecting and sales, 50% on project execution, and 20% on administrative tasks and other responsibilities.
Grupo AGRISALMarketing Manager Hotel Radisson San Salvador
Jun. 2000 - Jun. 2001San Salvador, El SalvadorAGRISAL GROUP operates 3 large shopping malls in El Salvador and more than 8 hotels in Central America. Hilton San Salvador is the largest hotel complex in El Salvador with 275 rooms and more than 5,000 sq meters of space available for events ✔Board Presentations: Delivered presentations to the Board of Directors on master projects for new hotel developments and expansions of existing properties.
✔Sales and Marketing Budget: Prepared the sales budget and marketing strategies for hotel rooms, utilizing yield management to optimize rates and achieve the highest possible REVPAR (Revenue Per Available Room).
✔Innovative Room Services: Designed and implemented innovative room services, such as unlimited local and cell phone calls, increasing average billing by $15 per room per night. Developed all-inclusive family weekend packages to boost occupancy during low-demand periods.
✔Executive Engagement: Maintained direct contact with presidents and executive directors of other hotel chains in the country and region.
✔Hotel and Restaurant Marketing: Managed the marketing efforts for the entire hotel complex, including the launch of the renovated Hotel Plaza & Suites and El Mirador Restaurant.
✔Loyalty Program Redesign: Redesigned and relaunched the "Programa Estrella" loyalty program, which became one of the best in Central America. Negotiated the program’s management to a third-party company, reducing costs from 8% to under 3%.
✔Corporate Identity Overhaul: Oversaw the complete makeover of the hotel’s branding, including the replacement of the Radisson logo, updates to corporate identity, marketing materials, and on-site signage.
✔International Marketing Promotions: Managed all international marketing promotions across travel sites and magazines
Excel AutomotrizMarketing Manager - Automotive After Sales Division
Jan. 1999 - Jan. 2000San Salvador, El SalvadorExcel Automotriz (formerly GRUPO DIDEA) is the largest automotive dealer group in Central America, managing the automotive brands of Toyota, Chevrolet, Mitsubishi, BMW, and KIA in Guatemala, El Salvador, Honduras, Nicaragua, and Panama ✔Marketing Department Founder: Established and led the marketing department for the After-Sales Group of “Grupo DIDEA,” encompassing “Taller Didea” and “Repuestos Didea,” unifying the marketing efforts for all After-Sales services.
✔Provider and Agency Liaison: Maintained direct contact with marketing service providers and advertising agencies.
✔Customer Needs Analysis: Analyzed customer needs and developed tailored marketing strategies for each season and specific needs across the After-Sales Group, which includes seven companies: DIDEA Spare Parts, DIDEA Auto Shop, DIDEA Express, DIDEA Industrial, PINTEN, Car Boutique, and REPS.
✔Project Management: Led key projects including the launch of DIDEA Express, the relaunch of DIDEA Auto Shop, the introduction of John Deere Construction equipment in El Salvador, and supported the promotion of After-Sales services for various vehicle brands (TOYOTA, KIA, CHEVROLET and BMW)
✔Marketing Budget Oversight: Designed and executed the marketing budget for the After-Sales divisions.
✔Call Center Management: Oversaw a call center with eight operators, achieving a client satisfaction contact level above 85%.
✔Quality Management Program: Contributed to the TQM (Toyota Quality Management) program implementation across all workshops, collaborating with international Toyota managers to ensure service standards.
✔Customer Satisfaction Reporting: Managed and reported on customer satisfaction indices
Excel AutomotrizAssistant to the General Manager - Spare Parts Division
May. 1997 - Dec. 1998San Salvador, El Salvador✔Meeting Coordination: Organized and coordinated various manager meetings, including round tables, committees, financial and sales results meetings, weekly updates, and interdepartmental and inter-company sessions.
✔Strategic Support Group Member: Participated in the Strategic Support Group (SSG), analyzing company operations and implementing strategic changes to enhance profitability across all divisions.
✔Report Preparation: Prepared detailed reports for weekly manager meetings and monthly Board of Directors meetings, providing comprehensive analysis and recommendations using financial analysis techniques such as ROIC, WACC, and various financial indices.
✔Representation: Represented General Management in different project committees within the company.
✔Budget Management: Contributed to the preparation and management of the company’s budget, covering both sales and expenses
BayerBrand Manager and Marketing Services for Central America and the Caribbean (Pharmaceutical Division)
Jun. 1994 - Apr. 1997San Salvador, El Salvador✔Pharmaceutical Marketing: Oversaw marketing for Bayer Pharma products in pharmacies across Central America and the Caribbean.
✔Project Planning and Coordination: Planned and coordinated regional projects, developing visual, printed, and promotional support materials for countries including Guatemala, El Salvador, Honduras, Nicaragua, Costa Rica, Panama, the Dominican Republic, Belize, Haiti, Curacao, and Cuba.
✔Sales Conventions Organization: Organized annual Bayer sales conventions with international logistics for nearly 300 employees, successfully executing the event in El Salvador, Cuba, and Guatemala.
✔Marketing Support: Provided comprehensive marketing support for all pharmaceutical lines, including promotional strategies, market research, merchandising, promotional items, and event organization.
✔Budget Management: Managed and executed the marketing and promotional budget for pharmacies across 12 countries, coordinating materials and strategies for over 10,000 points of sale in the region
✔Retail marketing and promotion: Responsible for the marketing and promotions for sales clerks at the retail point of sales (pharmacies)
✔Semi OTC Marketing: Responsible for the sales and marketing budget and strategy of three semi-OTC pharmaceutical products (Canesten, Baycuten, and Dome)
BayerBrand manager for Central America (Consumer Products Division)
Jan. 1994 - May. 1994San Salvador, El Salvador✔Brand Advertising and Marketing: Led advertising and marketing efforts for the Consumer Products Division across Central America.
✔Product Launch Management: Directed the regional launch of the new BAYGON GENIUS product and the rebranding of BAYGON GREEN throughout Central America.
✔Media Negotiations: Negotiated advertising budgets and rates directly with media outlets (TV, radio, and press) in El Salvador.
✔Advertising and Promotion Logistics: Managed all advertising and promotion logistics for product launches across Central America.
✔Cross-Department Coordination: Coordinated with various departments (purchasing, packaging, production, warehouse, and sales) to ensure seamless execution of launch and relaunch projects.
✔Division Integration: Prepared the product portfolio and project status for the Consumer Products Division as it merged with the BAYER Self-Medication Division to form the new BAYER CONSUMER CARE Division.
MONTENEVADO COMERCIALBrand Manager
Jul. 1993 - Dec. 1993San Salvador, El SalvadorSmall importer and distributor of consumer goods products in the retail sector ✔Retail Space Negotiation: Negotiated retail spaces within supermarkets to enhance product visibility and placement.
✔Sales and Display Management: Managed sales and display personnel to optimize product presentation and sales performance.
✔Costing and Pricing: Developed costing and pricing strategies to achieve desired profitability levels and align with market average retail prices.
✔Sales Projections: Created sales projections for new product lines to guide strategic planning and inventory management.
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