RICARDO GONZÁLEZ VÁZQUEZ
08-2011 / Current ENTREPRENEUR : THE TOOLBOX Co. – Mexico City – Mexico
Firm created to deliver growth and development tools to other companies through:
1. Sales Executives Training through ACTION SELLING 9 Phase System. Partner: The Sales Board Inc. Minneapolis, MN
2. Media Commercialization through TV Screens inside BBVA Bancomer Bank Branches ( +1,100 branches / 19,2 MM visitors annually ). Partner: TERRA NETWORKS ( biggest Spanish speaking website / Digital Community ).
3. Marketing Strategies to strengthen Banks, Supermarkets, Department Stores relationship with its customers via incremental Traffic, Ticket Average and Loyalty. Partner: TCC ( The Continuity Company ). London, UK
4. Consulting: CRECIMIENTO SUSTENTABLE´s Consulting Partner. Management Effectiveness consulting specialist in Marketing & Sales.
08-2008 / 08-2011 AMER SPORTS CORP. LATIN AMERICA ( Sporting Goods ) , Mexico City - Mexico.
REGIONAL WILSON MARKETING MANAGER – Latin America ( LATAM ) & The Caribbean
Leaded Marketing department refocus ( Marketing Services, E-Learning, Digital / Social Marketing & Retail Marketing ). Regional Marketing Strategies ( vision, positioning, advertising, distribution, promotions, local store, tour ). Creation, development & Implementation of IMPULS-E-Learning ( distributor’s on-line training ). Support distributor’s marketing & sales objectives by country ( Argentina, Bolivia, Colombia, Costa Rica, Chile, Ecuador, Guatemala, Honduras, Panamá, Paraguay, Perú, Puerto Rico, República Dominicana, El Salvador, Uruguay. In charge of A&P Budget ( marketing syndicated budget with Distributors ). Launching of new Wilson’s Tour Vision tennis shoes in Argentina ( inventory gone in 2 wks ). 2011Latam Distributors Conventions development and implementation( Miami & Viña del Mar,Chile ).
02-2006 / 07-2008 ARENA MONTERREY ( Entertainment and Events Venue ) , Monterrey, N.L.- Mexico
Supported Commercial Strategy ( Plan 06, 07 & 08 ). Developed Customer Service Plans for captive Accounts: Grupo Xignux ( Kir Alimentos & Leo and Encanto Snacks ), increasing investments in MX$8.0 MM for 08 ), Aviacsa ( MX$2.0 MM in 07-08 + MX$1.8 MM in Mega-Screen ) and SABA +MX$1.8 MM for 06 & 07 and +MX$4.2 MM for 08. Prospecting Strategies development: Banco Santander in Dec 05 ( highest ever investment: MX$14.0 MM ), renewal for 08 for MX$21.5 MM. Generated World Class Account Management Controls becoming Arena Monterrey’s standard. Achieved renewals and new entries: Redbull ( MX$4.5 MM ), Domecq ( MX$4.0 MM ),MasterCard ( MX$3.5 MM ), VW ( MX$3.9 MM ), CEDIM ( MX$1.5 MM ), Sanborn’s ( MX$2.8 MM ), Unilever ( MX$2.4 MM ), Saba 07 (+50% investment), NEXTEL 07: 1st. KEY SPONSORSHIP MX$4.5 MM ( //The Police// – 2 Dates).
02-2003 /01-2006 HEB ( Supermarkets ), Monterrey, N.L. - Mexico
Positioned HEB as the “SERVICE+QUALITY+VARIETY+FRESHNESS+LOW PRICE Supermarket”. Developed Incremental Traffic Strategies Implemented successful Advertising / Communications, Promotions, Floor Demos, Market Research ( ad-hoc ) and Customer Service strategies. Created and implemented LSM ( Local-Store-Marketing ) Strategy. Increased Loyalty and attracted New Customers through a LOYALTY and KIDS Program joint program with TESCO ( UK’s No. 1 Supermarket ) as a differentiation strategy. Key Results: Brand Positioning(+16% points ), incremental traffic ratio growth ( 8.9 %-03, 10.2%-04, 12%-05 ),Low Price perception improvement.
07-1999 / 02-2003 TELEVISA CORPORACIÓN ( Media Network ), Mexico City - Mexico.
CORPORATE BRAND MARKETING DIRECTOR
Responsible for Televisa’s Corporate Brand Image. In charge of Televisa’s Corporate Brand building. Created and implemented Corporate Identity communication strategy ( Mission, Vision, Values, etc. ). Internal & External Communications. Contact with key media players, PR. Corporate Brand Equity’s measurement model development. Strategic support ( advertising & communication, market research, promotions, strategic planning ) to : Televisa Sports, Televisa Kids, Televisa News, Channels 2, 4, 5, Local Channels, Televisa International. Televisa Radio Marketing strategies for sales . Leaded AMRD ( Radio Broadcasters Association for Valley of Mexico ) for 2003, W Radio re-launching, W Radio launching in Paid TV ( Sky and Cablevision ), New Radio Programming Development and Launching.
01-1996 / 06-1999 OGILVY GROUP ( Advertising and Communications ), Mexico City - Mexico.
ACCOUNT SERVICE SENIOR DIRECTOR
Contributed to increase income and profitability through 1.) Clients added investments (Jaguar, Kimberly Clark, IBM, SAP, Mattel, Glaxo-SK, etc.) based on advertising, communications and other marketing tools strategies, b.) attracting new accounts ( Mexicana & Gandhi Bookstores ). c.) Substantial OPEX reduction via PART-TIME Job Program for Executive Women, d.) creation of the Local-Partnership Program to expand Ogilvy within Mexico in key cities ( Monterrey, Guadalajara, Puebla, etc. and e.) Ogilvy Image building participating directly in the Strategic-Creative process of Scott’s Emulsion (Glaxo-SK) to obtain the 1st. Prize in Printed Category in Cannes Festival, France.
09-1990 / 12-1995 SABRITAS / PEPSICO FOODS INT’L. ( Food & Beverage ), Mexico City - Mexico.
BRAND CATEGORY MANAGER
Leaded the Creation, development and implementation of key growth strategic concepts 1ST. time ever in Mexico: a) 1st. Instant Winner Promotion, b) Product Code, c) Freshness Code. Directed Brand building for different product categories (Potato, Corn, Wheat, Tortilla ) through advertising and media plans, promotions, market research, product development, packaging and special projects. Regional Marketing support for the Northern Zone of Mexico ( //Sabritas & Sonric’s Surprise You// promotion + regional product development and launching: Cronchos ).
02-1985 / 08-1990 THE COCA-COLA COMPANY - MEXICO. ( Beverage ), Mexico City - Mexico
COCA-COLA BRAND COORDINATOR
Supported Coca-Cola brand with: product performance, market analysis, media investment control, “ad campaigns adaptation, promotions, massive events, Key Accounts support. Ad Agency contact. Development and launching of the 1st. Symbiotic Marketing Promotion: : Kimberly Clark notebooks with graphical identity of Coca-Cola. Coordinated and leaded 1st. Fanta-Walt Disney Tour ( +12,700 kms + 1.2 MM spectators + 17% sales increase in visited cities ).