Leo Alvarez is a talented bilingual product marketing manager professional with proven experience developing and executi...
LEO ALVAREZ Greater Denver Area 303.505.7918
[email protected] www.linkedin.com/in/LeoAlvarezProfile
SUMMARY Talented bilingual product marketing manager professional with proven experience developing and executing strategic marketing plans based on research, segmentation, voice of the customer and return on marketing investment in B2B and B2C environments. Demonstrates know-how developing and managing product differentiation, value proposition, brand and marketing collateral. Serves advertising, public relations and web development agencies well with solid implementation of marketing campaigns and promotional events that generate qualified leads in retail and distribution channels. Solid foundation carrying out web development, search engine optimization (SEO), social media activities and retail merchandising.
EXTENSIVE EXPERIENCE IN THE FOLLOWING FUNCTIONAL AREAS: MARKETING PRODUCT MANAGEMENT Strategic planning, segmentation and targeting Strategic product road map management B2B & B2C marketing strategy development and Manufacturing processes execution for retail and distribution channels New products roll out Leading external resources including ad agencies, Pricing management and strategy public relations and web development firms Leading cross-functional teams Marketing collateral development Project management Marketing campaigns execution Voice of the Customer for new products or Budget management enhancements Marketing communications Business plans writing Trade shows and events planning and execution Commercial and technical product Social media, organic and natural web SEO communications Market research Sales team product training SALES Merchandising OPERATIONS International and domestic business development Inventory management and optimization Prospecting Demand forecasting at SKU level Contract negotiations Inventory allocation Pricing strategy Overseas freight logistics Account management Supply chain management
BUSINESS SKILLS o o o o o o o o
Bilingual in English and Spanish High proficiency in Microsoft Office tools, Salesforce.com, Constant Contact, Google AdWords and SAP Strong presentation and communication skills using story-telling for audience connection Ability to influence and sell projects and ideas at all levels of the organization Team player with focus in execution and results while helping others do the same Strong business and financial acumen including pricing, cost accounting and ROI High integrity, work ethic, coachable, eager to learn and improve Cross-functional team leadership that inspires and elevates people 1
LEO ALVAREZ Greater Denver Area 303.505.7918
[email protected] www.linkedin.com/in/LeoAlvarezProfile
PROFESSIONAL EXPERIENCE Practical Unified Marketing | Denver, CO Sr. Marketing Consultant | January 2015 - Present Marketing and product management consulting firm helping small and start up business in Colorado o o o o o o o o o o
Customize marketing strategies for business owners as an essential extension to their team Facilitate businesses finding their market niche through marketing research Help businesses find their value proposition, offering differentiation and positioning Develop web and social media presence and strategy that leverages established brand equity Design small budget marketing campaigns resulting in lead generation and brand awareness Help develop product road map plans with on-ramps for all layers of the organization Assist with pricing strategy to improve the long-term brand positioning Facilitate voice of customer and implement product and service surveys Develop marketing collateral Coordinate sales and promotional events
Coolerado Corporation | www.coolerado.com | Denver, CO Start up manufacturer of super high efficiency air conditioners and energy recovery ventilation systems Manager, Marketing and Product Management | January 2013 - January 2015 Responsible for the overall product management and marketing of all product lines, product road map, product cost optimization, product commercialization, product P&L, pricing, promotion and distribution strategy. Responsible for gathering VOC and translating them into actionable items, recommending strategy, plan execution and business development activities related to the product portfolio, dealer programs, market research and utility services. Highlights: In 2014 launched 3 new products, including the Coolerado ERV50 energy recovery ventilator and super cooling system, which won the AHR 2015 Innovation Award in its category, the most prestigious award in the HVAC industry. The Coolerado ERV is the most efficient ERV in the market. o Lead product management including market and customer research for market and product requirements, development, pricing and life cycle. Streamlined the communication between the sales team and operations reducing, by 40%, the time to enhance and launch products o Managed product launch execution, sales training, competitive analysis and sales tools o Launched three products in 12 months reducing the commercialization time by 40%. Reduced the product line by 15% and eliminated inventory and marketing costs by 5% o Implemented pricing strategies and product cost optimization projects to maintain the 35% profit margin goal amid materials inflation and market price pressures o Worked closely with the sales team and OEM partners to develop the big air handler unit product line resulting in effective positioning of the company strategic markets 2
LEO ALVAREZ Greater Denver Area 303.505.7918
[email protected] www.linkedin.com/in/LeoAlvarezProfile
o Executed strategic market activities including competitive analysis, customer segmentation, branding and product positioning o Executed strategic marketing plans and campaigns using web SEO, social media, articles and advertising on trade printed and web magazines, local and global trade shows, webinars and email marketing o Increased lead generation by 30% while using 10% less marketing budget o Directed marketing communications including branding, public relations, advertising, white papers, trade shows and events, collateral materials, website and social media design and content o Directed advertising, public relations and web development firms to execute marketing objectives
Johns Manville, a Berkshire Hathaway Company | www.jm.com | Denver, CO Global manufacturer of fiberglass building insulation products, reinforcements and commercial roofing systems. Product Manager, Building Insulation | November 2007 - July 2012 Managed the building insulation product portfolio life cycle. Responsible for leading product commercialization projects, cost optimization strategies and the planning and execution of the product road map. Also gathered VOC and translated them into actionable items. Developed and managed the export business for the building insulation division. Highlights: Opened the Australian, New Zealand, Japanese, South Korean and Swedish markets. Developed and launched specific products for these markets. Developed and commercialized in record time strategic products requested by key retail accounts. o Developed and led long term overseas partnerships in Australia, New Zealand, Japan and South Korea generating revenue of $3.5M a year and contribution margin of 25% o Developed, improved and commercialized products generating revenue of more than $20M a year o Led cross-functional teams directed to execute product cost savings projects involving packaging changes, compression improvement and product redesign accomplishing $2.5M in savings a year o Established a stocking plan based on ABC inventory management that reduced the number of products in stock by 70% leading to optimization of working capital with annual savings of $1M o Phased out and replaced high cost products resulting in $1M in net savings per year Marketing Program Manager, Building Insulation | November 2006 - November 2007 Planned and executed the re-insulation business opportunity for the independent contractor and the retail channels. Trained the Sales team and supported their effort executing the business strategy. Highlights: The team was able to engage the second largest US big box retailer to offer the new program on its stores allocating prime retail space with aggressive marketing material.
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LEO ALVAREZ Greater Denver Area 303.505.7918
[email protected] www.linkedin.com/in/LeoAlvarezProfile
o Recruited 75 insulation contractors to adopt the new program in less than 1 year o Generated more than 1,100 re-insulation jobs from February 2007 to November 2007, with a 30% contribution margin o Developed and implemented programs advertisement and marketing tools to support the independent contractor and retail channels with an attitude that embraces change o Led the creation of advertisement and marketing tools for both professional contractors and retail customers facilitating their success o Directed 3rd party marketing, public relations and advertising agencies to the next level in their business o Designed and implemented measurement tools to track and report customers’ adoption and success on the re-insulation business Goodman Manufacturing Company | www.goodmanmfg.com | Houston, TX Global manufacturer of residential and commercial HVAC equipment. Product Marketing Manager, HVAC Split Systems | May 2003 – October 2006 Supported the Sr. Product Manager leading the product portfolio, its road map and profitability. Managed the development and commercialization of new products, set pricing strategies and collaborated with the product engineering team executing cost optimization projects. Highlights: Using MS Access and Excel created an electronic tool that helped internal users and customers select the best ARI rated Goodman and Amana equipment combinations. This tool streamlined the selection process helping the company inventory the most common products and allowed the customers to order exactly what they needed. Led through many obstacles the development and commercialization of the export product line. o Created automated tools that streamlined for customers the selection of HVAC systems o Developed and delivered sales presentations closing business with HVAC independent contractors o Introduced the Goodman and Amana Indoor Air Quality and thermostats products with great enthusiasm and success o Led a cross-functional team to develop and commercialize a new export product line o Managed the pricing and marketing materials of the export product line Inventory Planner and Logistics | August 2000 – April 2003 Managed the forecasting, deployment and inventory of 120 products sold through distributors in the Midwest US and Canada. Highlights: Integral part of the team that re-created the logistics and inventory management strategy, processes and planning tools. This reorganization and implementation of new processes and tools allowed the company to manufacture and inventory products based on customer demand, product seasonality and production schedules.
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LEO ALVAREZ Greater Denver Area 303.505.7918
[email protected] www.linkedin.com/in/LeoAlvarezProfile
o Partnered with customers on a daily basis to adjust and improve their monthly sales forecast o Developed, implemented and managed the forecast and allocation by customer/SKU based on sales performance. o Collaborated with the Sales and Customer Service teams to understand customers’ trends o Reported the inventory levels and sales forecast for all the customers in my region o Worked with the team that implemented the new inventory planning process reducing on-hand inventory by 35%.
EDUCATION University of St. Thomas | Houston, TX | 1999 - 2000 Master in Science of International Business Xavier University | Cincinnati, OH | 1997 - 1998 Master of Business Administration University de la Sabana | Bogota, Colombia | 1991 - 1996 Business Administration
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