EDUARDO CASAS

• Provide marketing consultations on matters related to branding, go-to-market, and digital strategic direction to various organizations in the automotive, cannabis, legal, healthcare, sports, and marketing services categories
• Results:
• Alteris Group/ Ford Motor Company: Provided Hispanic strategic direction in support of their
• Focus Audience Amplified initiatives that focused on improving dealership efforts to connect and service Hispanic consumers
• After 12 months six out of the 11 dealerships achieved higher market share ranking versus prior year
• Innocean USA/Hyundai USA’s: management of the development and execution of Hyundai
• USA’s national Hispanic advertising/ social content efforts, national Hispanic marketing strategy and the selection of a national Hispanic advertising agency partnership
• LegalShield: Led the launched the largest Spanish speaking network of attorneys (47 of the 50 states) in the US and achieve a 125 monthly subscription rate after 6 months
• Successfully launched Latino working teams in 11 states and 300 operating Associates
• Botaniki Labs: Secure $3 million dollars and joint a venture partner for Botaniki Labs, obtained licenses to grow, extract, and market cannabis products in Colombia and for export
• Intelliade/Caren RPM: rebranded the product which led to obtaining initial funding and launch.

• Led the creation and launch of ValoraLife, the first online life insurance agency to targeted middle market Latinos
• Hire and lead the organization and establish operating facilities in Houston
• Results:
• Launched the ValoraLife brand in 9 months and rolled out to 15 states
• Executed fully integrated awareness and acquisition traditional/social media campaigns in English & Spanish
• Achieved over 30,000 site visitors in the first 6 months of operations.

• Charged with leading the transformation of the marketing organization in Latin America 10 countries
• Developed strategic and annual operating plans, launched digital/ social media, and event strategies
• Results:
• Increased sales by 167% during the 6 years of the Latin American transformation
• Improve Nutrilite brand awareness by 30% and Amway brand by 15%
• Launched 257 new SKU’s
• Piloted 1st global Facebook selling platform with 1700 distributors in Colombia
• Opened 15 retail outlets throughout Latin America.

• Management of Mexican brand portfolio, strategic plans, new product launches, traditional/digital media, advertising campaigns, retail & grassroots soccer & boxing promotions for Tecate, Dos Equis
• Carta Blanca and Bohemia Trademarks within the US market, with full P&L responsibility
• Results:
• Increased Tecate, Dos Equis, Carta Blanca, and Bohemia product line sales 25% increase in sales (4M additional cases sold), and raised brand awareness 32%
• Re-launched Tecate Light brand in 6 states, adding over 90K case sales within 8 months
• Created and Executive Producer of Tecate Premios Deportes, nationally televised sports awards on Univision network, achieving 10.2 HH ratings, & outperforming the ESPY’s Awards
• Qualified & integrated media buying agency, increasing media delivery 125%
• Created a new ad agency, Adrenalina, to manage the above the line creative
• Obtained a 10-year extension for the US sales & marketing rights from FEMSA Group.

• Charged with the reorganization of the marketing department, the development of brand marketing strategies, advertising campaigns, athlete/ team sponsorships, and grassroots events that led to 208% increase in revenues and surpassing Reebok as the #1 Athletic brand in Mexico.

• Managed the development and implementation of national Hispanic consumer strategic plans advertising, retail/grassroots promotions, national Hispanic marketing team and agencies
• Results:
• Stabilized the sales declines nationally and increased distributions in metrics in key markets
• Completed repositioning research and launched new campaigns for Miller Lite and Miller
• Genuine Draft brands
• Established regional Hispanic sales teams in key markets
• Created the first lime infused beer, Miller Chill, which increased Miller sales in the test market for the first time in 18 years and created a new beer category.

• Management of the Sports department in the creation and execution of professional soccer matches that targeted Hispanic consumers.

• Planned, designed, and scheduled national retail survey, conducted survey analysis, and developed channel strategies.

Prevented competitive gorilla marketing during the '96 Atlanta Olympics.

• Created company brand messaging, collateral materials, customer events, promotional strategies, and product commercialization.
• Managed workflow between staff, coordinating documents, planning, and creative material distribution.
• Boosted brand awareness and generated leads while managing internal and external marketing campaigns and programs.
• Utilized market trends and target audience statistics to effectively and appropriately market products.
• Recruited and hired capable team members to add value and diverse skills set to marketing department.
• Developed and implemented marketing strategies to use for launches, rebranding campaigns and promotions.
• Managed marketing budget and associated P&L to develop and execute marketing strategies, budgets and sales plans for business segments.

Developed new business strategies targeting Hispanic consumers to enable corporate growth objectives. Implemented strategic marketing program during World Cup 1994, negotiated national sponsorship and events. Developed Sprite Hispanic brand roadmap and business plan. In addition, managed the relationship with all the National Hispanic Community organizations. Served on the Corporate Boards of League of United Latin American Council, National Council of La Raza, American GI Forum, Hispanic Corporate Council, SER-Jobs For Progress, National Cuban America Council. Developed, launched, and managed Hispanic Educational programs with the support of The Coca-Cola Foundation

• Manage the Sales & Marketing efforts in Central Texas