LUIS FONSECA
Miami Springs ,FL
Summary
Senior Sales executive with a 25 year accomplished career track known throughout the global media and entertainment industry (Pay Tv) for delivering and sustaining revenue and profit gains within highly competitive Latin America markets. Exceptional communicator with a consultative sales style, strong negotiation skills, exceptional problem-solving abilities, and a keen client needs assessment aptitude. Aggressively identify opportunities, develop focus, and provide tactical business solutions. Global account Management. Account Development/ Acquisition. Global Sales and Marketing. Complex Negotiations. Program acquisitions and sales for linear channel, OTT, VOD, among others. Competitive Sales Analysis. Develops and manages sales/marketing operating Budget. Sales Presentations/ Closing. Contract Negotiations. Project design, implementation, planning and organizational skills. Strong attention to details. Event planning and product presentation experience. Strong relationship selling skills. Customer and number oriented. Extensive business travel throughout Latin America and the Caribbean. Fluently communicate, read, and write in Spanish and English. Excel, Word, Outlook, Power Point.
Overview
26
26
years of professional experience
Work History
Owner/Operator
Lia International
Miami, FL
2019.07 - Current
- Demonstrated respect, friendliness and willingness to help wherever needed.
- Proved successful working within tight deadlines and a fast-paced environment.• Managed day-to-day business operations.
- Organized and attended trade shows and special events to showcase products, network with other businesses and attract new customers.
- Consulted with customers to assess needs and propose optimal solutions.
- Developed and implemented marketing strategies to generate new customers and increase sales and profit margins.
- Conducted target market research to discover customer needs and analyze competitor trends.
- Demonstrated a high level of initiative and creativity while tackling difficult tasks.
- Used critical thinking to break down problems, evaluate solutions and make decisions.
- Resolved problems, improved operations and provided exceptional service.
Sales Director
THEMA AMERICA, Hispanic Market
Miami, United States
03.2017 - 05.2019
- In charge of developing and expanding THEMA America's existing Hispanic content portfolio and securing new growth opportunities for its portfolio of Latin American and USA Hispanic channels
- Manage US $15 + in affiliate revenue in US$ Hispanic
- Development and launch of Kanal D Drama in LATAM and US Hispanic,
- Managed relationships with channel owners
- Program acquisitions.
HBO Latin America Group
01.1995 - 10.2016
Affiliates Sales and Marketing Director
Corporate Headquarters
Miami, FL
01.2004 - 01.2016
- Held senior management positions throughout a dynamic tenure for an interim period, held in concurrence with primary role as Executive Sales Director, to strengthen the organization's general management and sales operations in LATAM
- Managed US $80+ MM in Affiliates revenues in Latin America
- Global account Management
- (claroTV, Movistar, DirectV, Tigo, Liberty)
- In charge of business development in new digital platforms
- New business development in Hotels and Cruise Lines
- Led Caribbean and Andes Affiliate Audits process towards piracy reduction and increase in revenues amid mid-size clients
- Active involvement in new technologies (such as IPTV, VOD, New DTH) implementation in territory
- Strong relationship with clients and regulatory bodies
- Develops and implements strategic marketing plans and sales plans and forecasts to achieve corporate objectives for products and services
- Develops and manages sales/marketing operating budgets
- Plans and oversees advertising and promotion activities including print, online, electronic media, and direct mail
- Develops and recommends product positioning, packaging, and pricing strategy to produce the highest possible long-term market share
- Ensures effective control of marketing results and takes corrective action to guarantee that achievement of marketing objectives falls within designated budgets
- Continued
Sales Manager
Caribbean and Andes Region
Caracas
01.1998 - 01.2003
- Managed client portfolio of US $40 MM, including three of company’s Top Ten clients
- Increased distributions and revenue, achieving goals for Basic and Premium business
- Acquired capacity for creating, planning, organizing, directing and coordinating Sales and Marketing activities
- Prepared budgets for regional Sales and Marketing
- Excelled in relations with governmental entities and regulatory agencies linked to the Telecommunications industry in
- Different countries
- Assigned to channel launch in the South Cone and managed clients in Central America
- Performed market analysis
- Developed Affiliate Sales promotion strengthening relationship with media outlets
- Promoted and participated in industry trade shows and international conventions
- Supervised Market Coordinators, Sales Executives and Assistants
- Reported directly to Senior Sales Management.
Sales Executive
Caribbean and Andes Region
Caracas
01.1995 - 01.1998
- Elaborated client portfolios
- Coordinated sales and marketing activities
- Launched new channels, reached 95% penetration
- Coordinated changes in technology
- Furnished satisfying customer support
- Achieved budget goals for sales
- Prepared annual departmental budget.
Operations Director
Roll Uno
Caracas
01.1994 - 01.1995
- Personal private enterprise – Advertising and Marketing
- Product, Sales and Operations.
Operations Director
LUIS L. FONSECA
01.1991 - 01.1993
- HBO Latin America Group, continued
- Oversees and evaluates market research and adjusts marketing strategy to meet changing market and competitive conditions
- Monitors competitor products, sales and marketing activities
- Establishes and maintains relationships with industry influencers and key strategic partners
- Establishes and maintains a consistent corporate image throughout all product lines, promotional materials, and events
- Directs sales forecasting activities and sets performance goals accordingly
- Directs staffing, training, and performance evaluations to develop and control sales and marketing programs
- Directs market channel development activity and coordinates sales distribution by establishing sales territories, quotas, and goals
- Represents company at trade association meetings to promote product
- Meets with key clients, assisting sales representative with maintaining relationships and negotiating and closing deals
- Coordinates liaison between sales department and other sales related units
- Prepares periodic sales report showing sales volume, potential sales, and areas of proposed client base expansion
- Reviews and analyzes sales performances against programs, quotes and plans to determine effectiveness., Represented exclusively hotels, cruises for Florida, U.S.A
- And the Caribbean
- Succeeded in effective liaison among Hotels, Travel Agencies, Wholesalers, corporate accounts and other.
Education
English and Business program - Business Administration Studies
University of Nueva Esparta
1991
University of Toronto
1988
Skills
- Account and Territory Management
- Sales Planning
- Market Intelligence
- National Account Management
Work Availability
monday
tuesday
wednesday
thursday
friday
saturday
sunday
morning
afternoon
evening
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Timeline
Owner/Operator
Lia International
2019.07 - Current
Sales Director
THEMA AMERICA, Hispanic Market
03.2017 - 05.2019
Affiliates Sales and Marketing Director
Corporate Headquarters
01.2004 - 01.2016
Sales Manager
Caribbean and Andes Region
01.1998 - 01.2003
HBO Latin America Group
01.1995 - 10.2016
Sales Executive
Caribbean and Andes Region
01.1995 - 01.1998
Operations Director
Roll Uno
01.1994 - 01.1995
Operations Director
LUIS L. FONSECA
01.1991 - 01.1993
English and Business program - Business Administration Studies
University of Nueva Esparta
University of Toronto
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