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Senior Marketing Consultant

An innovative and performance-driven, classically-trained, consumer and customer - centric marketing leader with extensive experience in brand management, strategy development, brand portfolio management, innovation strategy, digital, social media, content marketing, PR, and advertising campaigns.  An analytical and metrics focused leader who drives business results by creating insightful consumer marketing experiences.  Evaluates and implements new ways to tackle business issues in changing environments.  Aligns internal and external parties with corporate objectives to drive brand recognition, productivity, and revenue.  Lays the foundation for corporate success, with a solid commitment to excellence. U.S. Citizen fluent in Spanish and Portuguese with MBA in International Business.

Core Competencies: 
• Business Vision & Strategy Development
• Brand Strategy
• Market/Trend Analysis
• Innovation Strategy
• Business Storytelling
• Product Lifecycle Management
• P&L & Budget Development and Management
• Commercial Orientation
• International Business Acumen
• Team Leadership, Mentoring

Consulting in the new era of the US as a multicultural country.

The new US mainstream is a vibrant country where people from every race and ethnic group are contributing equally in the creation of a more dynamic marketplace.
The US mainstream cannot longer be considered to be just Anglo. Today the US mainstream is Multicultural.

How can Jose (Eddie) Lindley help your organization succeed in this new reality?

•    Passionate, forward thinking, business builder and creative problem solver.
•    Energetic, adaptable, resourceful.
•    Works well across organizations both horizontally and vertically.
•    Analytic and Creative
•    Develops brand strategies from inception through execution.
•    Develops innovation strategies and executes product launches.
•    Develops media strategies for traditional and digital / social media.
•    Develops branded integration programs.
•    Develops PR and grass roots programs.
•    Develops brands stories / narratives.
•    Experienced in several product categories and business models - broader experience toolkit.
•    Proven record of increasing brands value.

Assisted company’s U.S. CEO in creating organizational change and developing the company’s culture, strategic direction, teams’ capabilities, and infrastructure required to ensure the success of the fast-evolving, high-growth affiliate of a privately held, midsized international company.  Led brand, traditional and digital media, activation, graphic design, e-commerce, and QA teams.

•	Led company’s long-term vision development that will transform it from an under $100M company to midsized $500M company in ten years.
•	Led positioning and strategy development for multiple brands.
•	Directed annual business plans and five-year strategy development leading to doubling the size of the company from 2010 to 2015.
•	Managed detergents, softeners, bleach, and all-purpose cleaners’ portfolio. 
•	Led product innovation strategy.
•	Re-launched Ensueño fabric softener brand, attaining sales increase of 56% in one-year period.
•	Led pricing strategy.
•	Set direction for digital, social media, video and written content marketing and established company’s e-commerce program.
•	Set direction for brands’ activation, PR, and advertising campaigns.
•	Transformed company from distributor model to true consumer packaged goods company by developing marketing team and launching consumer-relevant product portfolio.
•	Changed departmental processes, leading to significant improvements in the areas of annual budget development, marketing’s financial controls, activation programs, and new product launches. 
•	Improved team’s performance by developing the marketing team, clarifying personnel roles and responsibilities across various functions and geographies, creating cross-functional/cross-country communication forum, and leading international brand team’s alignment (Mexico and U.S.)

Marketing Director

Senior Brand Manager, 2006-2010

Directed U.S. Multicultural team to devise and execute branding, marketing, advertising, and product innovation strategies.  Led advertising campaigns designed to ensure product messaging resonated with target audiences and cultures.  Collaborated with executives, franchisees, and business partners to implement programs and align objectives with U.S. general market. 

•	Managed market budget of $16M.
•	Influenced modifications to the brand positioning from Health-only to Flavorful and Healthy leading to an increase of same store sales from $800 million to $1 billion 
•	Improved awareness index from 5 to 10 and persuasion scores from 31 to 43. 
•	Drove increases in past-month frequency from 2.18 to 3.54 and past-month visitation from 65% to 84%. 
•	Generated double digits traffic growth among African Americans and increases of unaided brand awareness from 29% to 40%
•	Established strategic partnerships with major Hispanic and bilingual networks, leading to brainstorming, conceptualizing, writing, and executing Best-in-Class-branded integration campaigns involving event marketing and traditional and social media. 
•	Developed communication and media strategies to target U.S. Hispanics based on acculturation levels and African Americans. 
•	Led Hispanic innovation initiative spanning various business disciplines and sister companies. 
•	Developed brand messaging ecosystem around the word "Fresh," creating several events as well as TV brand integrations with names such as "The Fresh Artist," "The Fresh Beauties," and "The Fresh Play." 


Director-level Senior Brand Manager, Latin America, Brazil, and Caribbean, 2006-2008 (concurrent)

Led field marketing managers and country marketing managers to devise and execute branding, marketing, advertising, and product innovation strategies for the Latin America, Brazil, and Caribbean region.  Directed advertising campaigns designed to ensure that product messaging resonated with target audiences and cultures.  Collaborated with executives, franchisees, and business affiliates to implement programs and align objectives throughout region.  

•	Unified brand positioning and strategy and overhauled organizational alignment in Latin America, which led Mexico to reverse three years of 5% annual sales declines into increases of 5% and set up rest of region on path to growth. 
•	Developed agencies and company personnel to ensure world-class consumer communications in region.
•	Reversed Latin American Subway franchisees' opinion of the Subway FAFT organization, from highly negative to highly positive, through collaboration.

Sr Brand Manager

Launched $7M Hispanic Business Unit distributing through traditional retailing and e-commerce. Formulated sales and marketing strategies. Developed and managed relationships with channel partners.

•	Provided vital consumer insights that transformed positioning of innovative device from simple bilingual dictionary to language learning solution, attaining profitable price point.
•	Developed innovative distribution by expanding into non-traditional channels such as web-based book club, web-based book/music distributor, and rent-to-own channels.

Marketing Director - Hispanic Markets

Managed P&L and all facets of Knorr and Maizena brands for the U.S. - Hispanic market. Analyzed trends and market research to craft strategic and tactical-level marketing and advertising plans. Oversaw activities of Associate Brand Manager, Marketing Manager, and Activation Manager.

•	Managed marketing budget of $13M.
•	Part of the Global Brand Positioning team that relaunched the Knorr brand worldwide.
•	Fueled exponential growth of Knorr brand from $31M to $71M in annual sales in just five years, delivering a market share of 92% for Knorr bouillon.
•	Cemented Knorr as brand of choice among U.S. Hispanics and leveraged its strength to promote other Unilever foods brands, transforming Knorr from low priority to strategic priority for Unilever in the process.
•	Served as Marketing Manager for $45M wholly owned Hispanic food distribution firm, Iberia Foods Corp., spearheading transition team for seamless divestiture to Brooklyn Bottlers.
•	Supported sales force trade relations by sharing Hispanic insights with major customers (HEB, UG, Walmart).

Find out detailed information about Eddie Lindley, Senior Marketing Consultant in Houston, TX

Eddie Lindley: Senior Marketing Consultant in Houston, TX

Eddie Lindley

New MainStream Consulting

AlEn

Subway Franchisee Advertising Fund Trust

Franklin Electronic Publishers

Unilever

Florida International University