Rudolfo Beltran Jr
Senior Marketing Strategist
Westlake Village,CA
Summary
Senior Sales/Marketing Executive Senior Marketing Executive with 15+ years of extensive experience leading dynamic marketing strategies for iconic world class brands and 10+ years in Field Sales. Proven expertise in all aspects of Brand Management, Media Buying, Experiential Marketing, Multicultural Marketing, Sales and Distributor Relations. Successful track record reaching Hispanic & General Market Consumers. Highly skilled team leader, creative strategist, and problem solver. Fluency in English and Spanish. ________________________________________________ ______________________________ Disruptive Marketing Strategies | Advertising Creative Development | Integrated Marketing Agency Leadership | Brand Development | Team Leadership & Development | Brand Architecture & Positioning | Integrated/Omnichannel Strategy | Digital Marketing E-Commerce Best Practices | Sports and Entertainment Marketing | Large Scale Experiential | Innovative New Product and Packaging Launches | Purpose-led Branding | Consumer Insights | General Management ___________________________________________________________________________________
- Multifaceted Marketing Manager with strong marketing technology background and expertise in multiple industries. Designed and implemented lucrative marketing campaigns with global brands. Superb communications skills and knowledge of marketing metrics enabled achievement of desired results.
- Innovative and hardworking Marketing Consultant with 25 years of experience in the Beer industry. Offering expert insights into creating promotional strategies that capture emerging market trends. Highly proficient in SEO practices and knowledgeable in digital marketing and new media.
Overview
15
15
years of professional experience
4
4
years of post-secondary education
Work History
Strategic Marketing Consultant
Beltran Marketing Group
Los Angeles, CA
06.2020 - Current
- Development of brand strategies to support client strategies for connecting with target consumers.
- Manage the execution of experiential and occasion marketing by collaborating closely with external agencies, experiential and trade marketing teams internally to deliver 360 marketing campaigns.
- Work cross-functionally with the clients marketing and sales teams to uncover key brand opportunities to meet their goals.
Director-Marketing Strategy
Cardenas Marketing Network
Los Angeles, CA
09.2014 - 05.2020
- Recruited to oversee the Account/Project/Event Management teams working on ABInBev account as well as Sprint, AARP, and Toyota.
- Created and developed experiential programs to support client’s needs in their efforts with Branding Events to target key demographics in top MCA’s.
- Developed and executed Brand marketing programs on a regional level including Purchase of Strategic Media, Activation of Sponsorships, Execution of Special Events, Consumer Insights, Development of Channel Specific Retail Sales Programs, and Expansion of Digital Presence within Brand Platforms.
- California, Texas, Florida, Colorado, Arizona, Nevada.
- Influenced partners in creating and developing Brand Executions that are in line with ABInBev regional plans.
- Developed innovative marketing strategies, provided leadership and direction to agency partners to bring brand direction to life by building brand image, increasing brand awareness, and delivering the most impactful promotional programs.
- Budweiser “Burgers & Beer Food Truck-Los Angeles Dodgers”; Bud Light “Live at the Dive Concert Series-X Ambassadors”; Bud Light Lounge “Marc Anthony Concert Series”; Bud Light Tailgating Program “Denver Broncos”; Estrella Jalisco “Día de los Muertos-Hollywood Cemetery”; Stella Artois “Engraved Chalice Program”; Estrella Jalisco “Michelada On-Premise Program”.
- Generated over $10.0 MM in gross revenue selling in the execution of Sampling Programs to support brands Montejo, Estrella Jalisco, Bud Light Chelada; Included the following states: California, Texas, Oregon, Washington, Colorado, Arizona, Nevada, Illinois, Florida.
- Recruited and trained 150+ marketing and sales specialists, improving overall sampling targets by 25%.
- Produced 50,000 Sampling Events; 10.0MM Consumer Engagements; 1.2 MM Premium items.
- Negotiated with supply vendors, agencies, and partners to deliver twenty percent gross margin on all expenses.
- Oversaw the management of the $2.0 MM Montejo Mana Tour in the United States.
- Fifteen City Tour in the United States; Total Attendance 175K; Consumer Engagements 75K.
- Premium Items 100K.
- Examined monthly reports to track budgets and recap reports on $2.3MM incremental program sell-in to ABInBev West Coast Region office to support local needs in the Market Place.
- Director, Bud Light Latino Marketing Anheuser-Busch InBev.
Director-Bud Light Marketing (Latino)
ABInbev
Los Angeles, CA
11.2010 - 01.2013
- Promoted to lead the A-B Bud Light Latino Marketing initiatives California, Texas, Colorado, Arizona, Nevada while managing, training, and coordinating with Field Sales department.
- Developed and executed annual Brand marketing plans on a regional level including Purchase of Strategic Media, Activation of Sponsorships, Execution of Special Events, Development of Channel Specific Retail Sales Programs, and Expansion of Digital Presence within Brand Platforms.
- Generated overall brand strategies to support the brand initiatives that had been put in place by senior management.
- Develop 1YR & 3YR plans for Latino Market.
- Created innovative marketing strategies, provided leadership and direction to agency partners to bring brand direction to life by building brand image, increasing brand awareness, and delivering the most impactful promotional programs.
- Worked day to day with internal media group to ensure National and Local buys were consistent with Brands overall strategy; $38.0 MM Media Budget (Latino).
- Develop all creative briefs that align with brand strategy and value-based brand proposition for all creative projects.
- TV, Outdoor, Print, Radio and Digital Production (Mainline & Promotional).
- Designed 360-degree marketing programs for PITBULL, Mexican National Soccer Team, Carne Asada Retail, Carne Asada Experiential, NFL, and UFC.
- Prepared custom packaging, media plan, advertising, retail promotion toolkit, PR, national consumer flyaway sweeps, experiential activation, merchandising plan to support PITBULL U.S.
- Tour.
- Developed advertising plan, media plan, retail promotion toolkit, PR, national experiential activation, merchandising plan to support the Carne Asada campaign.
- Includes Personal Service Agreement with Chef Aaron Sanchez of the Food Network.
- Performed monthly analysis and reporting of Brand Performance Review, including sales impact, share impact, brand health, consumer insights, public relations, and market research for Senior Management., University – BA-Business/Minor Accounting.
Director-Regional Marketing
Anheuser-Busch, Inc
Los Angeles, CA
11.2007 - 10.2010
- Promoted to lead the A-B marketing initiatives regionally while managing, training, and coaching a department of eighteen local marketing and media professionals with $65+ million budget that helped deliver $1.5 billion in Revenue across ethnically diverse consumer base.
- Developed and Executed annual Brand marketing plans on a regional level including purchase of Strategic Media, Activation of Sponsorships, Execution of Special Events, Development of Channel Specific Retail Sales Programs, and Expansion of Digital Presence within Brand Platforms.
Director-Budweiser Select Marketing
Anheuser-Busch
St. Louis, MO
04.2005 - 11.2007
- Promoted to lead the brand on marketing initiatives with Vice President of Brand Management to develop, execute brand strategy, positioning, develop global marketing platform, and brand extensions through acclaimed TV & Print Advertising, Strategic Media, Celebrity Management, Consumer Packaging, Channel specific retail programs.
- Co-developed annual Brand marketing plans for presentation to company Board of Directors and wholesaler system to ensure clear communication of Brand strategy.
Education
BBA - Accounting
St. Mary's University
San Antonio, TX 08.1986 - 08.1990
Skills
Script review and revision
Cast and crew supervision
Issues resolution
Story pitching
Strategies and goals
Budgeting
Negotiation
Operations management
Business planning
Project Management
Verbal and written communication
Staff Management
Business Development
Timeline
Strategic Marketing Consultant
Beltran Marketing Group
06.2020 - Current
Director-Marketing Strategy
Cardenas Marketing Network
09.2014 - 05.2020
Director-Bud Light Marketing (Latino)
ABInbev
11.2010 - 01.2013
Director-Regional Marketing
Anheuser-Busch, Inc
11.2007 - 10.2010
Director-Budweiser Select Marketing
Anheuser-Busch
04.2005 - 11.2007
BBA - Accounting
St. Mary's University
08.1986 - 08.1990