I like to approach each student and topic independently, customizing the tutoring experience to the need of each student. I am bilingual, having lived in Spain, Mexico and Puerto Rico so I can also tutor topics in Spanish. Looking forward to working with you!
I have been in the food industry for 25 years, having served as VP of Branding & Marketing for both retail (Kroger, Save-A-Lot, H-E-B) and manufacturing (P&G, Ricos) in the US and Latin America. I have been responsible for all aspects of marketing including: television, radio, billboards, sport sponsorships, digital marketing, social marketing, influencer marketing, grassroots marketing and more. I have also been responsible for brand development/management and launch, as well as product development and package design. As part of this I have also led consumer research/insights, content development, creative briefs, brand architecture, target consumer definition, brand strategy.
Cancellation must be with 24 hours notice please.
Bilingual Marketing & Branding Executive
Ricos Products —VP of Marketing
Reporting to the CEO of this food manufacturer, had full oversight of marketing & brand strategy & team. Designated Brand Steward & Executive Team Member. Partnered with Sales to deliver presentations & negotiate mutually beneficial alliances with retail clients, sponsorships & food service.
Led innovative rejuvenation & launch of popcorn brand.
Established the company vision for the first digital strategy that optimized the website, social media, influencer program, email database & newsletter. Bolstered annual sales by +10%.
Developed the company’s first 1 & 3 year strategic marketing plan/calendar that optimized spending across the retail & food service business, resulting in sales records..
Hussmann Corporation— Dir. Innovation/Omnichannel
2013 - 2015
Principal strategist & leader of revenue expansion directives outside of the core refrigeration business at this global leader in merchandising equipment, refrigeration systems & LED lighting.
Led development of an innovative digital platform that enabled our clients to customize consumer engagement pre/in/post store visits.
Save-A-Lot — VP of Private Brand, Company Brand, Marketing, Consumer Insights, In-Store Environment & Hispanic Marketing
2008 - 2012
Primary overseer of Private Brand development & procurement, & full oversight of marketing, website, email database, consumer research, in-store signage & vendor/client relationships for this multi-unit, franchised retailer. Led Hispanic market segment outreach. Advanced acceptance of a consumer segmentation & store cluster model, maximizing product assortments across store portfolio.
Defined, implemented & ensured consistency of messaging at all touch points.
Drove consumer research to discover a new consumer insight & led the re-branding of company masterbrand.
Led launch of revitalized Private Brand portfolio resulting from new brand architecture developed in previous role.
VP of Fresh Procurement & Merchandising
Selected to revitalize performance in the $1.2B Procurement & Merchandising unit. Essential collaborator on the Executive Team, spearheading a new approach to meat sourcing & promotional planning. Interfaced with all franchisees & corporate stores to identify scope, needs & objectives. Defined responsibilities, KPIs & drove a culture of accountability within the team.
Supervised & coached a 40-member team in surpassing target goals by +2.5%.
Increased the wholesale meat business by +20% by re-organizing the team & retaining franchisees (75% of business).
Initiated a quarterly review process that optimized franchisee & corporate promotions.
Pioneered the Category Management discipline, training staff in category knowledge, pricing, assortment & specifications.
VP of Private Brand, Product/Package Development & Consumer Research
Hired to helm a newly created position that applied a strategic & consumer-centric approach in tactical implementation of initiatives. Vital member of the Executive Team. Convinced CEO to overhaul the Private Brand portfolio using consumer insights, data & market analysis. Pinpointed competitive gaps & identified growth opportunities. Drove product & package development for new item/brand development. Inspired innovation & a culture of invention across the product & packaging development process, encouraging cross-functional & interdepartmental collaboration. Sold program into franchisee base.
Designed, developed & integrated a new brand architecture that modernized, simplified & prioritized brands.
Introduced a cross-functional package development process to secure alignment & buy-in up front, reducing time to shelf.
Initiated a consumer feedback process to integrate insights & analytics across product management.
Provided oversight of a $30M marketing budget & a team of 25.
Developed Private Brands portfolio strategy, working with creative team to develop new visual identities & packaging.
The Kroger Co. — Sr. Group Manager, Branding & Packaging
Recruited to a new position to lead Corporate Brand strategy, package development & quality standards across the Corporate Brand portfolio of this leading U.S. grocery chain with $65B in annual revenues. Collaborated with category managers, vendors & design agencies to conceptualize & implement new & inventive brands & products.
Built & cultivated the first 6-member Brand Management & Package Development Team. Revitalized the package development process leveraging consumer research, peer competitive analysis & cross-functional team collaboration.
Launched new products and brands (Active Lifestyle, Private Selections Organic & Everyday Living), increasing revenues & Corporate Brand presence across the store.
Co-Chair of the cross-functional Hispanic Strategic Initiative that pioneered a new Hispanic format in New Mexico.
H.E.Butt Grocery Company — Director, New Business
New position responsible for generating additional revenue streams outside of core business. Primary focus was on Latin American vendors.
Secured HEB’s exclusive manufacture & sale of Lala, Mexico’s #1 milk brand in the U.S., delivering sales +50% over projection. This resulted in Lala’s launch into the U.S. market; the brand is now sold nationwide.
Developed productive relationships with Latin American vendors, contributing to the development of innovative Own Brand products sold in both the U.S. and Mexico.
Directora, Marcas Propias, Supermercados Internacionales HEB Mexico
Country leader for Own Brand, Mexico, responsible for building Own Brand team for HEB Mexico.
Drove HEB Own Brand sales +23% to reach record sales & share levels.
Via collaboration and open communication with U.S. & Mexico teams, attained synchronization of Mexico product development with the U.S. process, shortening Mexico launch timelines by one year.
Built a bilingual, bicultural team to support the Mexico Own Brand program. Wrote job descriptions, interviewed, built training plans. Built strong team environment, overcoming cultural & language differences.
Partnered with Mexico category managers to analyze categories to determine the role of Own Brand, product specs, pricing & label design to ensure success.
Own Brand Development Manager
Launched 500+ bilingual sku’s for sale in both the U.S. & Mexico in record time by developing & facilitating a cross-functional/ multicultural team. Broke through language & cultural barriers so that the team quickly aligned & delivered.
Developed & successfully launched the H-E-Buddy kids’ brand, establishing an innovative brand positioning, assortment & package design strategy. Heavily involved in manufacturer negotiations, product development & assortment. Built a brand of 50+ items, which still lives at HEB.
Successfully developed Economax, the OPP Own Brand line for HEB Mexico. This key product line of only 60 sku’s made up 20% of HEB’s total Mexico Own Brand sales.
Washington Univ. in STL BSBA Cum Laude
1982 - 1986
University of Madrid, Spain BSBA Summa Cum Laude
1984 - 1985
Washington Univ. in STL Women’s Executive Program
Washington Univ. in STL Alumni Board
Cornell University Executive Leadership
NY Hispanic Community Center
ENL Tutoring in NY
Food Bank in St. Louis
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