Bilingual (English-Spanish) global marketing/consulting firm specializing in strategic planning and partnerships, triple bottom line results, supply chain, sustainability and corporate social responsibility. Successful results for clients with complex multi-stakeholder models and experience includes, international fair trade relations,global business development/sales, marketing communications, brand development and promotions.
Exceptional expertise leading marketing strategy, projects and teams resulting in incremental revenue via new markets and business development on an international, national or local level. Achieved global success for FairTrade consumer awareness and strategic new business development plans to result in $1B retail sales in U.S.market in all sales channels. Facilitated initial plans for development of corporate social responsibility and sustainability programs with clients such as Wal-Mart Inc. Ability to develop key relationships via collaboration and communication in both English or Spanish with corporations, government, non-profits and academic institutions.
Experience with B2B and B2C strategic planning/partnerships, creative promotions,brand development in all sales channels with Fortune 500 and start-up companies in Consumer Packaged Goods, Retail, Wholesale, Food/Beverage, Travel/Tourism, Healthcare and Hospitality Industries. Corporate experience includes positions at Diageo, Clorox, ConAgra Foods, Ocean Spray Cranberries, Campbell's Soup and Illy Coffee.
Selected Career Highlights, Partnerships & Connections:
- Wal-Mart, Inc./Sam’s Club
- McDonald’s Corporation
- Costco
- Whole Foods Market
- The GAP
- Delaware North Companies
- Bon Appetit
- BioMass Packaging/Excellent Packaging and Supply
- World Alliance for Retail Excellence and Standards
- Multiple International Government Trade Offices
- Multiple State of CA and city Government Offices
- Marin Economic Forum/Marin Business Forum
- CEO Club of Marin
- Sustainable Life Media/Sustainable Brands
- EcoTensil
- Ditto Sustainable Brand Solutions
- Pulp Works
- San Francisco Bay Area Chambers of Commerce
- Guckenheimer
- Trade Commission of Spain
- SLO Food International
- Worldwide Forgiveness Alliance
- Food and Water watch
- Live Real
- Nourish 9 billion
- San Francisco Food Society
- Multiple Trade and Logistics companies in Brazil
- Leadership Institute for Ecology and the Economy
- IFMA Marketing Group
- Marin Organics
- UC Davis Agriculture and Natural Resources Department
- Roots of Change
- CA Food Policy Advocates
- Go Local
- Share Exchange, Sonoma County
- Bay Area Green Tours
- Slow Money
- The Ecology Center, Berkeley
- The Leadership Institute for Ecology and the Economy
- University of Illinois Alum-West
- Marin Agricultural Land Trust
- Thunderbird Global School of Management
- FLO-Fair Trade Labeling Organization International
- FairTrade USA™
- B Corporation
- BSR (Business for Social Responsibility)
- CAHCC-CA Hispanic Chamber of Commerce
- Net Impact
- Biosafety Alliance
- OTA-Organic Trade Association
- Green America
- Green Biz
- Green Restaurant Association
- FairFood.org
- Organic Valley Farms
- Sustain Lane
- Sustainable Business Alliance
- Globe Scan
- Sourcemap
- Harvest International
- Global Footprint Network
- Trade as One
- San Francisco Travel
- Marin County Convention and Visitors Bureau
- Sonoma County Tourism Bureau
- Culinary Institute of America
- Sonoma County Share Exchange
- Local Getaways
- Launch Incentives
- Wikreate Bilingual Advertising Agency
- CA-Spain Chamber of Commerce
- Relan Billboard Bags
Select Achievements:
EcoTensil:
Lead strategy and execution in 2014 for customized marketing collateral, database campaign plans and initiated compelling analytical sales tool for customized cost and benefits analysis
Initiated promotional email campaigns resulting in compelling 48% open rate
Directed overall sales strategy, recommendations for resource allocation, sales team development and new business development with key Industry Partnerships and Strategic National Accounts
Secured largest new revenue generating National Account in a new channel- April 2014 Guckenheimer &BioMass Packaging Earth Day launch
Managed crucial initiative for technology consulting firm’s 2013 marketing plan and goals
- VRP Consulting:
Directed and executed process to implement customer success stories as critical part of all marketing materials and web presence
Supported plans for business development ideas for new channels and key strategic accounts
The GAP/Ditto Sustainable Brand Solutions:
Secured largest single new revenue generating account in company’s history within 4 months (prior efforts for 4 years without success)
Lead strategy and plan to support rebranding, design and sustainability goals @ pilot new store concept. Launch implemented in LA test market Oct. 2011- April 2012
Directed 8 month process within multiple departments from design to implementation for custom sustainable displays pilot test in GAP stores; Global supplier network engaged for potential rollout
Delaware North Companies/Ditto:
Initiated relationships, strategy, plan and annual conference participation to support corporate plans with Green Paths program
Created customized program and products for national launch 2011-2012
Fair Trade USA:
Ocean Spray Cranberries:
- Initiated plans to achieve unprecedented 3 year growth stats:
- Fast Company Social Capitalist Award-2007 Transformational Year
- Fortune 8/06-Walmart Saves the Planet coverage of FairTrade Coffee from Brazil at Sam’s Club
- Secured consumer label recognition with 55MM consumers, products in 50,000 retail outlets and programs with 700 manufacturers and approximately 100 importers
- 68% increase in National retail value ($499MM-$1B) Estimated Fair Trade Certified sales within all channels.
- 47% increase in Global Farmer Premium Income($75MM-$110MM)
- 42% increase in portion of the Specialty Coffee Market (4.3-6.1%)
- US #1 growth market- 32% of global FTC sales ($1 B of $3.5B)
- Secured national PR and recognition for success of Fair Trade National Account results ’06-‘07 via NY Times, Fast Company, Fortune, Oprah’s O, and Washington Post.
- Collaborated strategy and plans for all national marketing programs to achieve increase in national consumer brand awareness from 12-28% for Fair Trade Certified products.
- Initiated and managed new business supply chain from global sourcing to national in-store sales/distribution/marketing/PR and consumer merchandising for world’s largest retailer Wal-Mart and Sam’s Club.
- Directed and led international trips with Board Members and Executive level Management of Wal-Mart, Sam’s Club and Costco to build solid relationships and collaborate growth strategy-Resulted in first- ever program to secure $1MM USAID grant to integrate government, university, corporate supplier and NGO partners to meet retailer demand (Sam’s Club) for Brazilian origin coffee.
- Wal-Mart/Sam’s Club: Collaborated with Executive level to incorporate Fair Trade as part of Global Initiatives for Sustainability and received recognition at the first annual CEO Supplier Summit 10/07. Increased initial new annual sales volume of 2 skus in 1 category (Approx $5MM) to 13 skus in 5 product categories within 24 months, including 1st national launch of any private label Fair Trade Coffee/Member’s Mark Brand at Sam’s Club and test for Fair Trade roses from Ecuador. Achieved approval for highly-valued access within proprietary Wal-Mart Retail Link system for category and regional market analysis.
- Managed McDonald’s Corporation relationship and supported highly successful re-branding strategy with multiple marketing teams for Green Mountain Newman’s Own Organic Fair Trade Certified Coffee at 650 McDonald’s units in the Northeast Region.
Achieved Ocean Spray “Circle of Excellence” Foodservice National Accounts Recognition award- consistently exceeded sales objectives for 7 consecutive years, increased brand awareness, and initiated strategic partnerships/promotions. Areas of evaluation included leadership, creativity and fiscal responsibility.
- The Cheesecake Factory: Secured highest new volume Ocean Spray National Account within the Foodservice/Casual Dining channel by solving operational problems of quality and national consistency.