ALEJANDRO BERNATE CORTES
Summary
Experienced business administrator with a strong background in strategic marketing leadership, trade marketing, project management, and product marketing. Pursuing an Executive MBA and a Master's in exponential transformation to enhance skills and knowledge. Demonstrated success in developing effective demand generation campaigns and creating impactful product experiences for B2B and B2C segments, with a focus on driving digital transformation in the Latin American market.
Proven expertise in strategy management, business plans, product launches, demand planning, and developing comprehensive product and service offerings. Specialized in brand management, positioning, public relations, digital marketing campaign development, and co-marketing strategies that drive organizations' go-to-market approach.
Results-oriented with a strategic and forward-thinking mindset, exceptional leadership abilities, strong team development skills, and a creative and investigative attitude. Committed to continuous learning and highly adaptable to change.
Overview
12
12
years of professional experience
1
1
Certification
Work History
Retail Trade Mkt. Leader & Product Mkt. Manager
DELL Technologies
01.2024 - 08.2024
- Increased profitability by analyzing prices, implementing margin controls leading to an enduring net profit percentage of 8% after eight consecutive quarters along with an impressive revenue growth of 10% in H1CY24.
- Orchestrate the strategic marketing plans, evaluated and adjusted product strategies to planned and executed point-of-sale actions emphasizing promotions, advertising, loyalty plans, shelf display, and promoter coverage. Managed an annual budget exceeding $3M USD.
- Communicated the value proposition to customers, while analyzing and presenting consumer trends, opportunities, and market behavior. Collaborated with support areas, commercial teams, and external partners to foster cross-functional teamwork. Achieved a 20% share in the consumer segment across Central America to reclaim third place in the market.
Client Solutions Group Field Marketing Manager
DELL Technologies
07.2021 - 01.2024
- Implemented growth initiatives and enhanced lead generation through targeted strategies and trade shows. Maintained consistent communication with sales leadership teams, achieving 100% financial plan attainment (AOP) in both CY21 and CY22.
- Managed and executed sales-driven marketing campaigns, leveraging brand awareness and increasing conversion rates through tailored messaging and collateral. Controlled a yearly marketing budget surpassing $1M USD.
- Evaluated and analyzed internal KPI's and market data to ensure financial plan compliance, specifically targeting transactional business growth. Generated a 35% revenue increase in CY21, followed by additional 5% growth in CY22, and subsequent 15% growth in CY23.
Experiential Marketing Project Manager
DELL Technologies
05.2020 - 07.2021
- Created and developed immersive brand experiences and strategies for B2B segments, effectively communicating insights and solutions to multi-LOB customers in key markets including Brazil, Mexico, Central America, and South America. Effectively managed an annual marketing budget exceeding $5M USD.
- Recognized the necessity of an enablement tool for clients and sales force to explore various workloads for digital transformation. This effort generated over $10M pipeline with more than 41,000 visits from 3,000 users/clients amidst the pandemic year.
- Led migration plans for SMB clients, enabling adoption of advanced technologies like WFH capabilities, AI integration, and enhanced security systems. Achieved a remarkable 60% revenue growth increase in CY20.
- Coordinated the Latam Dell Technologies Forum, a highly successful corporate event, showcasing project management skills, cross-team collaboration, and digital marketing expertise that fueled substantial business growth. Achieved an attendance of over than 3,000 companies with CTO and ITDM, reaching a pipeline of over than $40M in the three events held during CY20.
Partner Marketing Team Lead
DELL Technologies
02.2019 - 05.2020
- Leading the B2C and B2B strategy, defining KPIs based on each market analysis. Manage the regional team in the tactical execution of the marketing plan, promoting sell-in/sell-out growth with partners and distributors. Developing business opportunities in key segments such as SMB, Marketplace, and Retail.
- Leader and spokesperson throughout negotiations of quarterly metrics with partners, alliances, and stakeholders. Collaborated closely with local teams to ensure the achievement of quarterly forecast objectives. Developed executive business presentations encompassing annual strategies as well as led impactful QBRs yielding substantial growth including a 10% increase in sell-in revenue coupled with an 18% rise in profitability for CY19.
- Successfully managed regional demand generation campaigns resulting in a 30% increase in annual revenue growth for commercial and an 8% increase for infrastructure through targeted initiatives such as Net New partners, Onboarding partners and Partner Journey.
Partner Marketing Manager
DELL Technologies
07.2016 - 02.2019
- Designed and implemented marketing strategies across diverse business segments, achieving significant growth in the region. Controlled a yearly marketing budget surpassing $1M USD.
- Successfully executed a sales mix transformation, leading to remarkable growth in region's sell-in/sell-out and positively influencing P&L by successfully executing a sales mix transformation, resulting in a shift from previous ratios of 70% consumer - 30% commercial to the current ratio of 40% consumer - 60% commercial.
- Implemented strategic enablement programs, contests, and bundles for top accounts to achieve a 15% annual growth in regional coverage and sales volume (CY18).
- Effectively directed a team of promoters and supervisors at key retail outlets and partner locations, resulting in the achievement of quarterly sales objectives and generating more than 20% growth within the corporate segment for CY18.
Partner Marketing Sr. Analyst
DELL Technologies
03.2013 - 07.2016
- Effectively handled finances and oversaw execution of projects with partners such as Intel, McAfee, and Microsoft, ensuring a 100% reimbursement.
- Increased sales growth in Ecuador by 25% annually during CY24 through effective implementation of channel-focused programs, product campaigns, and enhanced channel knowledge.
- Achieved brand conformity by creating process manuals, enhancing response times, and collaborating with cross-functional teams.
- Efficiently managed regional budget, implementing unique control charts for increased agility and measurement of activities, resulting in quarterly budget growth of up to 90%.
Channel Trade Marketing Analyst
SC JOHNSON & SON
06.2012 - 01.2013
- Facilitated informed decision making for new launches, promotions, and coverage by generating weekly reports for the sales force.
- Effectively overseen suppliers of advertising materials and facilitated distribution to retail and channel locations, resulting in a monthly budget optimization of 20%.
- Enhanced internal knowledge sharing by creating comprehensive documentation that outlined standard operating procedures for diverse tasks.
Education
Westfield Business School -
Executive MBA
EIG Business School -
Master in Transformation Exponential
Pontificia Universidad Javeriana -
Bachelor of Business Administration
Skills
- Project Management
- Data-Driven Insights and Analytics
- Creative thinking
- Adaptability to business environment
- Visionary Thinking
- Goal-Oriented
- Influencing Others
- Effective Communication
- Event Management
- Channel Marketing
- Budgeting and forecasting
- Interpersonal Skills
Certification
- Advanced English certificate: Kaplan International College, London UK - Overall IELTS Score: 7.0 (C1)
- Gen-AI Foundations - Dell Technologies Certification
- Social Media and Community Management - Dell Technologies Certification
- Business tools BI, Sales Force, SAP, BW.
Languages
Spanish
Native language
English
Advanced
C1
Timeline
Retail Trade Mkt. Leader & Product Mkt. Manager
DELL Technologies
01.2024 - 08.2024
Client Solutions Group Field Marketing Manager
DELL Technologies
07.2021 - 01.2024
Experiential Marketing Project Manager
DELL Technologies
05.2020 - 07.2021
Partner Marketing Team Lead
DELL Technologies
02.2019 - 05.2020
Partner Marketing Manager
DELL Technologies
07.2016 - 02.2019
Partner Marketing Sr. Analyst
DELL Technologies
03.2013 - 07.2016
Channel Trade Marketing Analyst
SC JOHNSON & SON
06.2012 - 01.2013
Westfield Business School -
Executive MBA
EIG Business School -
Master in Transformation Exponential
Pontificia Universidad Javeriana -
Bachelor of Business Administration
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