Carmiña G Dasilva
Marketing Director
Miami,FL
Summary
Driven marketing professional with 17 years of progressive experience helping businesses succeed in challenging markets. Knowledgeable about campaign development, product launches and customer engagement. Looking for a challenging new role with a progressive organization.
Versatile, results-driven professional with +17 years of experience in sales and marketing in a variety of industries (Retail, Automotive & Consumer Goods B2C and B2B) with a strong Marketing background in multinational corporations. Comprehensive Latin American market experience with record of accomplishments in leading business units and having full responsibilities on marketing budgets and multifunctional teams. Developed business and marketing plans achieving bottom-line results. Good presentation skills, focused on developing strong teams, human talent and organizational structure to deliver exceptional performance, while meeting business objectives.
Overview
1
1
Language
3
3
years of post-secondary education
20
20
years of professional experience
Work History
Marketing Director
SG Stars Sas/Babolat Colombia, SG STARS SAS
Pereira, Colombia
2015.07 - 2020.12
- Established the complete operation (financial, import, commercial & administrative).
- Achieved sales goal in less than 10 months, during two periods 2017-2 018.
- Accomplished equity growth of 200%, in 18 months of operation.
- Maintained operating income above 18%.
- Increased market share position from # 4 to # 2, in less than 24 months.
- Santiago Giraldo (Professional Tennis Player #28 ATP RANKING.
Marketing Manager
Ripley S.A
Bogota , Colombia
2012.10 - 2015.12
- Developed and implemented the strategic marketing plan, the marketing budget and the sales forecast for a business unit with $72 mil sales
- Managed a $15 mil marketing budget and achieved targeted goals.
- Planned, supervised, and coordinated the branding activities of the 3 store openings in the Colombian market in 201
- Generated, hired and negotiated all the product launches, catalogs and advertising campaigns for the store implementation.
- Guided the product portfolio, pricing strategies and sales promotions
- Developed 5 direct reports within the marketing department
- Coordinated the advertising, media, public Relations and digital agencies
- Collaborated with 5 partners from 3 different countries (Colombia, Peru, and Chile) to adapt marketing strategies for different cultures and needs.
- Collaborated with senior sales, engineering, and other business development executives to create best practices marketing initiatives and media positioning for vertical markets.
- Devised and deployed online marketing plans with effective SEO, social media and viral video campaign strategies.
- Consulted with product development teams to enhance products based on customer data.
- Developed innovative and targeted collateral to support overall branding objectives.
- Compiled product, market and customer data to forecast accurate sales and profit projections.
Marketing Director
Hyundai
Bogota, Colombia
2012.10 - 2013.12
- Developed and implemented the strategic marketing plan, the marketing budget and the sales forecast for a business unit with $72 mil sales.
- Managed a $15 mil marketing budget and achieved targeted goals.
- Planned, supervised, and coordinated the branding activities of the 3 store openings in the Colombian market in 201.
- Generated, hired and negotiated all the product launches, catalogs and advertising campaigns for the store implementation.
- Guided the product portfolio, pricing strategies and sales promotions.
- Developed 5 direct reports within the marketing department.
- Coordinated the advertising, media, public Relations and digital agencies.
- Collaborated with 5 partners from 3 different countries (Colombia, Peru, and Chile) to adapt marketing strategies for different cultures and needs.
Marketing Director
Ripley
Bogota , Colombia
2010.09 - 2012.10
- Collaborated with local marketing team (12) and country director to develop targeted marketing plans with coherent integration of marketing tactics, events, and PR activities to achieved country goal.
- Successfully delivered positive results over a 36,000 units target, with a 20% increase vs 2010.
- Effectively managed $20 mil marketing budget and lead negotiation of the media advertising rates by 25% vs 2010.
- Managed and implemented a comprehensive event calendar with centralized tracking of all marketing events including test drive, sponsorship events, lead events (Experience Hyundai) and external cooperate events (e.g., auto shows and product launches) while working closely with the sales team and the wholesalers.
- Redesigned content creation and project management for external newsletters, customer communication (i.e., marketing news and customer letters) increasing the ROI in free Press by 15 times more than the value invested.
- Collaborate in the planning of regional activities including store opening, test drives and lead generation events and super innovative launches.
- Assisted on the development of in-store programs and campaigns to engage existing leads and create new business.
- Involved with the global brand strategy and corporate identity.
Senior Brand Manager
SCA Consumer, Mexico& Central America
Mexico City, Mexico
2007.05 - 2009.12
- Exceeded sales target budget by 5% in 2008 and by 18% in 2009.
- Effectively managed effectively $8 mil marketing budget by executing in product Launching, PR & TV campaigns, POP material, sales promotions, market research and Nielsen tools.
- Boosted and managed the brand profitability by 8% EBITDA per year.
- Participated in the brand cost reduction strategy with the manufacturing plans exceeding saving over US $ 1 mil.
- Capitalized the PR strategy achieving 12x the amount of Free Press exposure invested by the brand in 2007 (35% vs 2008) SCA Consumer.
Marketing Manager LATAM
Newell Rubbermaid
Miami , Florida
2004.01 - 2007.02
- Lead the marketing plan and increased annual sales objectives by 20% in 2005 and 15% in 2006, positioning the division among the 5 fastest growing divisions in the entire company.
- Contributed to expanding the business portfolio and client management with more than 20 countries, and 200 customers accounting for sales of US 35 mil.
- Participated in the global strategic meeting for the Latin American export region.
- Launched new products to accelerate regional growth, increase market share, improve product mix, and grow the profitability of the clients’ businesses.
- Planned, launched and led all regional events in multiple Latin American markets with defined objectives (e.g., build client relationships, maximize the brand value, and product management focused on profitability and GM equity)
- Generated all marketing programs at retail and distributor levels.
- Involved in the Latin American market consumer research using Nielsen analytical and insight data for the whole region.
- Participated in the JV with a Colombian manufacturing plant to develop local products, improve costs, and supply Latin customer made products generating a $ 1 mil incremental sales increase within the first 12 months.
Channel Marketing Manager
Newell Rubbermaid
Wooster , OH
2001.03 - 2003.12
- Lead the marketing plan and increased annual sales objectives by 20% in 2005 and 15% in 2006, positioning the division among the 5 fastest growing divisions in the entire company.
- Contributed to expanding the business portfolio and client management with more than 20 countries, and 200 customers accounting for sales of US 35 mil.
- Participated in the global strategic meeting for the Latin American export region.
- Launched new products to accelerate regional growth, increase market share, improve product mix, and grow the profitability of the clients’ businesses.
- Planned, launched and led all regional events in multiple Latin American markets with defined objectives (e.g., build client relationships, maximize the brand value, and product management focused on profitability and GM equity).
- Generated all marketing programs at retail and distributor levels.
- Involved in the Latin American market consumer research using Nielsen analytical and insight data for the whole region.
- Participated in the JV with a Colombian manufacturing plant to develop local products, improve costs, and supply Latin customer made products generating a $ 1 mil incremental sales increase within the first 12 months.
- Collaborated with senior sales, engineering, and other business development executives to create best practices marketing initiatives and media positioning for vertical markets.
- Secured long-term accounts by recommending strategies to promote brand effectiveness and highlight product benefits.
Education
Bachelor of Arts - undefined
Languages and International Trade/Clemson University
1998.01 - 2001.01
Skills
Key decision making
undefinedAdditional Information
Full Athletic Scholarship Clemson University
- #1 Tennis player for Clemson Tigers (1998-2001), # 19 NCAA Singles Ranking , # 7 ITF Singles Ranking (1994) ,# 5 COSAT Singles Ranking (South American) (1994), #1 NATIONAL Colombian Singles Raking (1991-1998)
International Experience
- Lived in Europe, United States, Mexico and Colombia learning from a multicultural environment
- Traveled extensively around the world as a professional tennis player and as a professional marketer,
Awards
- Member of the Board of Directors for LRT to found raise resources to improve the life style of youth with limited resources (2017-2019)
Involved in TFC (Tennis for Colombia) a Non-Profit organization to found raise resources for children’s education in Colombia (2005-2012)
- Clemson University MVP (most valuable player) 1998-1999 and 2000-2001
- ACC Player of the Year 1999-2000
- Member of Pi Delta Phi (French Honor Society) Spring 2000
- Member of Omicron Delta Kappa (Leadership Honor Society) Fall 2000
- Dean List (1998-2001)
Awards
Full Athletic Scholarship Clemson University International Experience
- #1 Tennis player for Clemson Tigers (1998-2001)
- # 19 NCAA Singles Ranking
- # 7 ITF Singles Ranking (1994)
- # 5 COSAT Singles Ranking (South American) (1994)
- #1 NATIONAL Colombian Singles Raking (1991-1998)
- Lived in Europe, United States, Mexico and Colombia learning from a multicultural environment
- Traveled extensively around the world as a professional tennis player and as a professional marketer
AWARDS
- Member of the Board of Directors for LRT to found raise resources to improve the life style of youth and families with limited resources (2017-2019)
- Involved in TFC (Tennis for Colombia) a Non-Profit organization to found raise resources for children’s education in Colombia (2005-2012)
- Clemson University MVP (most valuable player) 1998-1999 and 2000-2001
- ACC Player of the Year 1999-2000
- Member of Pi Delta Phi (French Honor Society) Spring 2000
❖ Member of Omicron Delta Kappa (Leadership Honor Society) Fall 2000
❖ Dean List (1998-2001)
Timeline
Marketing Director
SG Stars Sas/Babolat Colombia, SG STARS SAS
2015.07 - 2020.12
Marketing Manager
Ripley S.A
2012.10 - 2015.12
Marketing Director
Hyundai
2012.10 - 2013.12
Marketing Director
Ripley
2010.09 - 2012.10
Senior Brand Manager
SCA Consumer, Mexico& Central America
2007.05 - 2009.12
Marketing Manager LATAM
Newell Rubbermaid
2004.01 - 2007.02
Channel Marketing Manager
Newell Rubbermaid
2001.03 - 2003.12
Bachelor of Arts - undefined
Languages and International Trade/Clemson University
1998.01 - 2001.01
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