luis altuve

Summary

% CPG/Classically%Trained%Marketer,%Multi=Market/Multi=Product/Lifestyle%Product%Experience%% Worked!for!some!of!the!most!well!respected!branded!consumer!companies!including!Kellogg's,! SABMiller,!Wrigley!and!Prudential.!Also,!experienced!with!small!privately!held!companies!such!as! Maui!Jim!Inc.!(premium!sunglasses),!which!offered!broader!responsibilities,!more!accountability,!and! an!unstructured!fastGpaced,!entrepreneur!high!growth!environment!in!which!I!thrived.! 20!years!of!experience!in!brand!strategy,!integrated!marketing,!media!&!advertising,!promotional!&! experiential!marketing,!and!crossGcultural!marketing!across!multiple!consumer!segments!and!multiple! categories!including!food!&!beverage,!confection,!beer,!and!apparel!&!fashion.!10!years!at!a! VP/Director!level.!! Brand%Building/Architecture/Positioning/New%Product%Launches%% Proven!success!applying!analytical!rigor!in!planning!process!and!using!research!tools!to!draw! insights,!and!translating!them!into!brand!building!ideas.!Passionate!and!entrepreneur!at!heart,!have! built!and!led!iconic,!imageGbased!brands!in!highly!competitive!categories!where!building!strong! emotional!connection!with!consumers!is!critical!to!growing!brand!equity.! Kellogg's:!recruited!when!an!IRI!executive!moved!to!Kellogg's!and!recommended!the!company!to!hire! Luis.!Started!with!planning!and!strategy!roles!supporting!Global!Innovation!and!new!business! development.!Promoted!multiple!times!within!brand!management.!Held!roles!in!marketing!services! supporting!cereal!and!snacks!brand!portfolio.!Relocated!to!Chicago!to!help!oversee!the!integration!of! Kellogg's!acquisition!of!Keebler!focused!on!brand/product!strategy!and!the!integration!of!the!two! cultures.! SABMiller:!recruited!by!new!management!to!help!reGenergize!Miller!Trademarks.!Repositioned!and!reG launched!Miller!Lite!and!Miller!Genuine!Draft,!turning!around!the!business!from!decline!to! unprecedented!grow.!Defined!the!multiGcultural!strategy,!vision,!assessed!the!opportunity,!built!a!team! and!launched!Miller!Lite!into!the!Hispanic,!African!American!and!Asian!consumer!segments.!Assisted! LatAm!with!the!launch!of!Miller!Lite!and!MGD!into!Latin!America.!Responsible!for!brand!development! and!on/off!premises!brand!activation.! Wrigley:!recruited!to!build!up!the!vision!and!organizational!alignment!for!multicultural!marketing.!Built! marketing!team!from!the!ground!up,!and!launched!Wrigley!flagship!brands!including!Orbit,!Eclipse,! Brand!5,!Juicy!Fruit!and!DoubleMint!into!the!Hispanic!market.!Partnered!with!LatAm!to!ensure! harmony!and!synergies!in!brand!positioning!and!marketing!efforts!in!the!region!for!Orbit!and!Eclipse.! Repositioned!Eclipse,!elevating!relevancy!and!brand!image,!increased!awareness!and!trial!measures,! reversing!brand!share!erosion!to!grow.!! Maui!Jim!sunglasses:!hired!by!CEO!and!founder!to!take!the!brand!to!next!level.!Developed!highly! differentiated!and!compelling!new!brand!identity!and!global!positioning!for!Maui!Jim!brand!through! robust!planning!process,!comprehensive!market!research,!and!market!segmentation.!Launched!the! brand!in!four!continents,!resulting!in!doubleGdigits!record!sales!while!elevating!brand!image.! Prudential!Financial:!recruited!to!assist!in!the!development!of!a!consumer!marketing!center!of! excellence.!Segmented!the!market!and!leveraged!new!insights!to!refine!targeting!and!spearheaded! first!enterprise!Hispanic!strategy!generating!12%!of!new!retail!growth.! Hy!Cite! Hired!to!elevate!the!brand!to!next!level.!Developed!company's!first!powerful!and!differentiated!global! brand!positioning!through!rigorous!planning!process,!and!identified!two!new!rich!and!highly!desirable! consumer!segments.!Developed!key!marketing!competencies,!and!successfully!launched!brand!in!six! south!American!countries.! Advertising/Media/Digital/E=Commerce% WellGversed!leveraging!traditional!and!digital!media!against!millennial.!Innovative!with!new!media! technologies!to!reach!consumers.!Extensive!creative/production!experience!across!multiple!mediums! including!TV,!print,!OOH,!radio,!digital,!social,!experiential,!and!POS.!Managed!multiple!large!and! boutique!advertising/media/PR/promotional!agencies.!Effectively!leveraged!new!digital/media!trends! and!onGline!consumer!journey!insights!to!target!prospects!through!relevant!mediums!and!technology! to:!a)!create!intrigue!about!the!brand,!b)!intercept!and!inform!purchase!decision,!c)!facilitate!purchase,! and!d)!build!brand!advocacy!through!digital!and!social!channels.! Global/Multi=cultural%Perspective% Global!citizen.!WellGtraveled!and!lived!in!Latin!America!and!Europe.!From!a!professional!perspective,! held!regional!and!global!assignments!at!Kellogg's!and!Maui!Jim!Inc.,!and!held!assisting/consulting! roles!at!Wrigley!and!SABMiller!to!support!product!expansions!in!Latin!America!for!flagship!brands.! Launched!kitchenware!brand!in!six!Latin!American!countries!while!at!Hy!Cite.!BiGlingual/biGcultural! with!deep!expertise!on!how!to!best!embed!a!multicultural!perspective!into!a!company's!entire! operation.!HighGlevel!knowledge!of!Latin!America's!culture!and!business!environment.! Marketing%Leadership%% Brand!evangelist!and!expert!working!cross!functionally!in!complex!matrix!organizations.!Known!for! agility!to!build!consensus!at!all!levels!through!factGbased!selling!and!highGenergy!collaboration,!while! building!and!nurturing!relationships.!Managed!direct!teams!as!large!as!20,!and!marketing!budgets!as! large!as!$100M,!with!total!organizational!responsibilities!for!business!unit.!With!dotted!line! responsibilities,!management!scope!has!been!significant!larger.!Successfully!built!three!marketing! departments!from!the!ground!up!in!complex!matrix!organizations.!Expertise!assessing!and!allocating! talent,!and!proven!success!elevating!marketing!capabilities!through!internal!development,!and! external!recruiting!when!necessary!to!fill!gaps!in!required/critical!competencies.!Known!for!being!a! good!mentor!and!coach,!and!rolling!up!sleeves!to!get!the!job!done.! LUIS ALTUVE 2228 Historic Circle - Morristown, NC 27560 - (630) 418-5453 - [email protected] PROFILE Global brand marketer with proven success as a change agent. Has the analytical agility to quickly identify and capture growth opportunities, secure organizational commitment and lead the implementation of game changing plans. Demonstrated ability to translate strategy into executional excellence by creating effective teams focused on delivering customer-led, brand-based solutions.

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