Euclides Martinez Mella

Marketing leader spearheading the local media strategy and execution for Papa Johns franchisees across 10 markets in the United States.

Keywords: Broadcast media, digital media, retail marketing,m CoOp marketing, sports partnerships, brand development, business to consumer marketing, local sales event.

Accomplishments:

• Development and implementation of advertising strategy for some of the most successful CoOps within the Papa John's franchise system yielding average increases in sales of 12% YoY
• Responsible for the local media budget in the serviced markets ($8 million), strategically invested with a mix of traditional and digital media
• Support the sports partnerships held with MLB, NHL and NBA teams in several markets
• Oversaw the team servicing the group of customers assigned while leading and influencing key stakeholders within the agency
• Managed the relationship with the brand executives and CoOp leadership.

Business to business marketing leader enabling key channel initiatives for global technology brands within the IT ecosystem in the Caribbean and Central America.

Keywords: B2B marketing, channel marketing, demand generation, partner engagement, IT distribution, sales funnel

Accomplishments:

• Led marketing planning and execution in the Caribbean and Central America for key endpoint brands including Lenovo, HP Inc, Logitech, Ergotron, Vertiv, and Tripp Lite
• Increased revenue 20% YoY increase by engaging vendor line on a yearly marketing investment commitment and negotiating additional investment with components brand

Product management and business development for the HP and Ruckus brands connecting with major IT retailers in the Caribbean Central America

Keywords: Business development, negotiation, business planning, marketing development funds, distribution management, customer engagement.

Accomplishments:

• Achieved an average of 150 basis points of profit overachievement for 5 consecutive quarters
• Developed the HP printing and Ruckus networking product lines in Caribbean and Central America territories
• Led a Continuous streak of profit overachievement for 5 consecutive quarters
• Negotiated a new vendor line representing incremental 10% marketing revenue for the Division.

Managed the USA operations for International eyewear manufacturer servicing small and medium optical stores nationally overseeing sales performance, logistics and administration.

Keywords: P&L management, human resources, sales operations, import, ecommerce.

Accomplishments:

• Reduced operational costs by 28% year-over-year (YoY)
• Streamlined sales and operational processes resulting in an improvement of order to dispatch time and reduction of processing errors to almost 0.

Sales professional responsible for growing current clients and developing new businesses from an assigned list of prospect/clients for a global exporter of consumer goods products.

Keywords: FMCG, global trade, trade shows, lead development,

Accomplishments:

• Increased portfolio sales 18% in 6 months by creating a new revenue stream for key customers in the middle east.
• Serviced customers in over 90 countries as an authorized distributor for large consumer goods manufacturers such as Hershey's, Post, Smuckers, Kraft, General Mills, and Unilever.

Led the operations and performance of a top line eyewear distribution operation in the Caribbean and Central America.

Keywords: Luxury brands, regional distribution, import/export logistics, sales performance, business optimization

Achievements:

• Generated 35% improvement in costs within 1.5 years through the implementation of portfolio optimization and revamp of sales and operations processes.
• Improved collection efforts resulting in on time payments increasing from 78% to 95%
• Reduced order returns 25% resulting in working capital optimization.

Spearheaded the innovation strategy and new product development initiatives for the Dairy business within the Caribbean territories.

Keywords: Marketing strategy, category management, innovation pipeline, stage gate methodology, rebranding, portfolio management.

Achievements:

• Led 11 new product launches targeting multiple markets with over $65M in revenue
• Oversaw up to 48 innovation projects
• Gained joint revenues of more than $180M by spearheading the renovation and redesign of more than 100 food products sold in 29 territories
• Received best-in-class 99% audit scores after the first year of launch for 2 food businesses by leading a new product development process based on the stage-gate methodology

Marketing leader for the culinary business in Cuba and Haiti.

Keywords: Multicultural marketing, grass roots tactics, consumer insights, brand building, brand strategy.

• Gained up to 12% boost in brand loyalty over 18 months for culinary business by implementing a consumer engagement program in 2 different markets
• Reversed a negative bottom line into double-digit profit in 1.5 years by implementing a new product portfolio strategy and leading the development of new routes to market.
• Stabilized market share trend from a declining position leveraging on strategic trade initiatives and media optimization.

Subject matter expert and consultant on sales/trade marketing best practices and processes for the Caribbean territories leaders.

Keywords: SAP, Business warehouse (BW), sales training, end to end process workflow.

• Trained sales and marketing teams on best practices, processes and systems for the commercial teams in Puerto Rico and Dominican Republic.
• Tested process scripts pre market launch.

Business leader responsible for the development of strategic channels and products managing a team of sales representatives, merchandisers and delivery drivers.

Keywords: Sales supervision, channel development, sales promotions.

• Grew distribution from 79% to 98% of outlets in 18 months by increasing the penetration of confectionary products in convenience stores.
• Successfully planned and executed channel specific sales promotions driving incremental sales.
• Supported the launch of new strategic products introducing them to non conventional sales channels.