Luis Altuve
Charleston,SC
Summary
Dynamic marketing executive with extensive experience at NBCUniversal, driving multicultural strategies that generated over $45M in revenue. Proven expertise in brand positioning and strategic planning, coupled with strong team leadership and client relationship management skills. Successfully transformed brand identities, achieving double-digit sales growth and elevating market presence.
Overview
27
27
years of professional experience
Work History
Vice President, Client Brand Strategy & Partnerships
NBCUNIVERSAL
New York, NY
01.2019 - 01.2022
- Multicultural business unit start-up. Reappraisal for Multicultural Marketing as a Business imperative. Drive growth of consumer centric strategy across the NBCUniversal portfolio, and build the business case and go-to-market strategies for multicultural consumers for ten categories, yielding $45M+ in revenue gains, reversing marketplace trends.
- Led client advocacy by looking at challenges from the client perspective to better understand how NBCU can turn a client's brand positioning into a fully realized marketing and media investment at scale.
- Partner with research team to uncover insights that can be leveraged for strategic planning for clients and categories, establishing NBCU as the Though Leadership Expert for culture & multicultural insights and implementation.
Director, Global Brand Marketing
HY CITE ENTERPRICES
Madison, WI
01.2017 - 01.2019
- Lead multi-functional global marketing teams with total organizational responsibility across brand marketing, strategic planning, creative & advertising, media and PR for $450MM premium brand. Managed P&L and staff of 35.
- Developed differentiated global brand positioning and successfully launched brand in NA and LatAm through fully integrated marketing plan, boosting brand awareness, and achieving double digit sales growth. Social & content/ influencer strategy propelled brand awareness and engagement to historical levels.
Director, Consumer Marketing
PRUDENTIAL FINANCIAL
Newark, NJ
01.2015 - 01.2017
- Lead consultant for newly created marketing center of excellence. Led planning, development and implementation of business and marketing strategies to drive growth across prioritized consumer segments, across business portfolio.
- Developed consumer marketing best practices and planning process. Generated 12% in retail growth for life and annuities by spearheading first enterprise, insights driven Hispanic strategy partnering with Univision.
Vice President, Global Brand Marketing
MAUI JIM INC.
Peoria, IL
01.2012 - 01.2014
- Led multi-functional, multi-national, marketing teams with total organizational responsibility across brand marketing, strategic planning, creative & advertising, media, PR, visual merchandising, ecommerce, event marketing, sponsorships, and customer service for $500MM premium sunglasses brand. Managed P&L, budget of $30MM+, and staff of 20.
- Transformed business and elevated marketing capabilities achieving double digit record sales and profits in 2013/2014. Increased net sales by 26% powered by innovative marketing and sales plans, and grew OP by 18%.
- Developed compelling/highly differentiated new brand identity and global brand positioning that led to strategic shifts in consumer targets, communication, brand imagery, visual marketing, packaging and training.
- Launched Maui Jim globally propelling brand awareness & trial. Low brand awareness and outdated brand user imagery prevented the brand from significant growth. Key insight of a strong functional orientation in an identity driven category, led to 'like you've never seen' campaign, resulting in 55 pts. increase in brand awareness & trial.
Vice President - Strategic Business Partner
STRATEGIC BUSINESS PARTNER
Chicago, IL
01.2009 - 01.2012
- Provided strategic and commercial guidance on Cross-cultural Marketing & Business Development through 360 approach.
- TMSW/McDonald's: led consulting efforts to assist McDonald's define marketing best practices by leading with ethnic insights to create business growth in multicultural markets, resulting in optimized media and marketing strategy.
Director, US Consumer Marketing
THE WRIGLEY COMPANY (a subsidiary of MARS)
Chicago, IL
01.2006 - 01.2009
- Directed development and implementation of brand marketing strategy for $500MM gum portfolio. Managed overall marketing activities including positioning, creative & advertising, media, consumer & promotional marketing, PR, and experiential. Managed staff of 8 and budget of $45MM+. Trend performance improved overall from 3-12% volume growth.
- Established the vision and built Wrigley's first multicultural marketing department from the ground up. Successfully launched Wrigley's largest brands including Orbit, Eclipse, 5, Juicy Fruit/Doublemint into the Hispanic market that resulted in over 10% Hispanic volume growth. Partnered with LatAm to achieve synergies and consistency in brand positioning and regional marketing efforts.
Director, Brand Development & Activation - Miller Trademark
SABMILLER BREWING COMPANY
Milwaukee, WI
01.2004 - 01.2006
- Led, planned and directed the business and equity development for Miller Trademark, including Miller Lite and Miller Genuine Draft, the largest brand group in the company's portfolio. Managed P&L for $1B business, staff of 10 and budget of $100MM+. Delivered unprecedented turnaround and 15% sales growth for Miller Lite. Received Frederick Miller Award.
- Directed brand strategy and breakthrough, award winning creative for the Miller Trademark brands. Reversed Miller Lite volume and share decline by repositioning/re-launching the brand. Volume grew 15% and 2 full share pts after 12 years of share/volume decline.
- Led cross-functional team including multiple agencies in development and execution of Miller Trademark episodic marketing initiative designed to disrupt consumer indifference towards Miller Lite, and re-engage distributors. Initiative occurred quarterly including advertising & viral marketing, on/off premises retail promotions, and experiential.
Senior Marketing Manager - Kellogg's USA
THE KELLOGG COMPANY
Battle Creek, MI
01.2000 - 01.2004
- Led the planning, development, and execution of all levels of national consumer marketing and multicultural brand development for Kellogg's portfolio of cereals and snacks. Managed budget of $50MM+ and staff of 4.
- Managed and provided strategic and creative direction to advertising, promotion, events and PR agencies resulting in breakthrough, award winning integrated marketing campaigns. Brands included Special K and Pop Tarts.
- Identified strategic properties and alliances, and negotiated licensing and usage rights for promotions, packaging and insert premiums with strategic partners such as Disney, Disney-Pixar, Cartoon Network, and Universal Studios.
Manager, Business Understanding
KELLOGG'S GLOBAL INNOVATION
01.1998 - 01.2000
- Led and managed global syndicated market research for cereal and convenience food innovation. Identify new revenue pipelines for Kellogg's worldwide. Developed and implemented marketing strategy for global new product launches.
- Identified emerging trends and provided the market research to understand market size, consumer needs, economics, and competitive environment for new product innovation globally. As a result, Kellogg's entered emerging categories, developing a fruit snacks line, a natural cereal & convenient foods line, and acquiring Kashi Foods.
Client Service Executive - Procter & Gamble - Health & Beauty Care Sector
INFORMATION RESOURCES, INC.
Cincinnati, OH
01.1995 - 01.1998
- Acted as main on-site business consultant to Procter & Gamble's $10 billion Health & Beauty Care Sector.
- Directed & delivered over $2M in analytical studies including marketing mix, price elasticity, basket facts, T&R.
Education
Bachelor of Science - Business Administration - Concentration in Marketing
Xavier University
Cincinnati, OhioSkills
- Strategic planning
- Brand positioning
- P&L management
- Consumer insights
- Multicultural marketing
- Market analysis
- Team leadership
- Client relationship management
Affiliations
- biking and surfing
- awardedn the federick miller award
Timeline
Vice President, Client Brand Strategy & Partnerships
NBCUNIVERSAL
01.2019 - 01.2022
Director, Global Brand Marketing
HY CITE ENTERPRICES
01.2017 - 01.2019
Director, Consumer Marketing
PRUDENTIAL FINANCIAL
01.2015 - 01.2017
Vice President, Global Brand Marketing
MAUI JIM INC.
01.2012 - 01.2014
Vice President - Strategic Business Partner
STRATEGIC BUSINESS PARTNER
01.2009 - 01.2012
Director, US Consumer Marketing
THE WRIGLEY COMPANY (a subsidiary of MARS)
01.2006 - 01.2009
Director, Brand Development & Activation - Miller Trademark
SABMILLER BREWING COMPANY
01.2004 - 01.2006
Senior Marketing Manager - Kellogg's USA
THE KELLOGG COMPANY
01.2000 - 01.2004
Manager, Business Understanding
KELLOGG'S GLOBAL INNOVATION
01.1998 - 01.2000
Client Service Executive - Procter & Gamble - Health & Beauty Care Sector
INFORMATION RESOURCES, INC.
01.1995 - 01.1998
Bachelor of Science - Business Administration - Concentration in Marketing
Xavier University
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