World Class National and International Expertise

An unparalleled success record in Marketing, Advertising & Media

Increased revenues, grew market share and boosted brand awareness for industry leaders Coca-Cola, General Motors, Porsche, MasterCard, Bristol-Myers/Squibb, Colgate-Palmolive, Unilever, Nabisco, Kingston Technology, DIRECTV and S.C. Johnson Wax, and dozens of Fortune 500 companies among others.

I blend creative vision, media expertise and marketing ability with a lifelong passion for innovation and excellent to create and implement highly successful marketing and advertising strategies that accelerate your growth. I have developed and implemented these winning strategies for a wide range of multinationals in the U.S., Latin America, Asia and Africa.

Can contribute immediately by:

• Translating client objectives into creative solutions to deliver value by increasing sales & share
  
• Transforming consumer insights into deep understanding of purchasing process
  
• Creating messaging platforms that straddle traditional, digital and mobile media
  
• Building highly motivated teams focused on exceeding business goals
  
• Designing innovative approaches to increase sales in challenging markets
  
• Expertise in branding, digital and direct
  

Career History

CEO & Founder – Iffective LLC (2013)
Strategic Advertising Consultancy. Among our clients: ¡HOLA!TV, De la Hoya TV, Vertical3Media, Insight Advertising (Panama), DDB Latin America
 
CEO/Left Brain – Montaño + Salup (2012-13)

• Launched Equifax’s first campaign in the U.S. Hispanic Market and achieved 40,000+ visits/month to website.
  
• Launched Family Financial Educational Foundation.
  
• Created campaigns for the Red Cross and Bancaso. Increased Bancaso’s conversion ratio from 2.6% to 12.6% in 6 weeks.
  

 
CMO – DMG Solutions (2009-12)
Responsible for DIRECTV Hispanic effort and media strategy for all other accounts. Directed new business development and strategic planning for non-advertising businesses. Managed $22M budget. Active as a Management Consultant in 2013.

• Negotiated, planned, bought DIRECTV Mas, the largest spot advertiser in the Hispanic Market. Achieved over 300,000 calls per year and over $150mm in sales.
  
• Launched several new products in the Direct Response arena (from business plan to execution)
  

 
VP, Media & Strategic Planning – Siboney/USA (2008-2009)
Directed strategic planning, media planning, buying and implementation for all accounts (Miami + New York) and new business. Managed $24M budget.

• Reorganized and stabilized a media department that had had 300%+ rotation in five months.
  
• Achieved savings of $2.5M for major clients in 1H 09 through renegotiations.
  
• Led the new-business effort that won the first new business in almost 3 years: Food Lyon
  

 
Managing Director – Universal McCann (2007-2008)
P&L responsibility for Pan Regional Latin American, Central America and Caribbean. Served as brand partner for MasterCard and GM. Managed $20M budget and 40 staff

• Brought back Miami office to break-even from 6-figure losses.
  
• Added Embratur (Brazilian Tourist Org) and Embraer (Jet Manufacturer).
  

 
Managing Director – GrupoUno (2006-2007)
Full-service, integrated marketing communications company with offices in 10 countries in Latin America. Led all agency divisions: Advertising, Event Creation, Public Relations. Managed strategic planning and media for all agency clients and New business within $25M budget.

• P&L Responsibility for accounts ranging from advertising, to PR, to production.
  
• Acquired new media assignments from Porsche, Kingston Technology, AOC, others.

 
Executive VP/International Media Director – Foote Cone & Belding (2000-2005)
Direct responsibility for all Latin America media. Matrix responsibility for Europe, Asia/Pacific, South Africa. Created standalone media units through global acquisitions. Integration of FCB and Initiative media operations. Managed $2.2B budget and 140 staff.

• Created JVs/ acquisitions in UK, Germany, Colombia, Venezuela, Chile, Dominican Rep and Hong Kong. 
  
• Successfully retained the SCJ account ($40-$50M) against larger competitors with no sacrifice in revenues.
  
• Re-engineered FCB’s Latin American integrated media departments into competitive unit which won media AOR’s from Polar (Venezuela), Banorte, Bimbo, GM (Mexico), Familia (Colombia) and others ($100M+)
  

 
Senior Vice President/Regional Media Director (Latin America), Foote Cone & Belding, (1995 – 2000)

• Won media AOR and assignments from S.C. Johnson Wax ($40M), Nabisco ($25M), Bristol-Myers/Squibb ($25M), Beiersdorf ($9M), MasterCard ($10M) and others.
  
• Created media specialist units in Venezuela, Puerto Rico, Mexico, Colombia, Uruguay, Chile that increased FCB.s competitiveness in each local market and allowed us to retain media billings in excess of $150M.
  
• Top ratings (4+) from major clients such as SCJ, Nabisco and more.
  

 
VP/Regional Media Director (Latin America) (Mexico), Foote Cone & Belding, (1991-1995)
Created an integrated media planning and buying software implemented in five countries. Successfully launched Plenitude by L’Oreal, Colgate Total, Nike Mexico, Levi’s Mexico.

VP Area Media Director (Southern Cone), McCann-Erickson Argentina (1996)
Part of team that relaunched GM in Argentina, achieving all sales targets (33,000 units). Launched Quatro for Coca-Cola.

Previous Experience:

• McCann-Erickson Mexico – VP Media Director.
  
• D’Arcy Masius Benton & Bowles – Creative Director, Media Director.
  
• deRojas, Salup + Partners – President.
  
• Latin ADmerica, Inc., Miami – Account Executive.
  
• Publicidad Siboney Dominican Republic (FCB) – Creative Director.
  
• Publinsa/Kenyon & Eckhardt (Madrid, Spain) – Chief Copywriter
  

 
Education and Professional

• Earned a Masters in Communication and BA in Advertising and Marketing from the University of Madrid.
  
• Fluent in English and Spanish, conversant in Portuguese and basic French and German.
  
• ADDY Awards (creative) for Amoco Premium Lead-Free (Miami) and American Dairy Association (Chicago)
  
• Internationally-recognized speaker in: Strategic Planning; Future of Media; Segmentation and Targeting