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|The CMO Council Latin America Advisory Board draws from the leadership of senior marketers from companies like Banco Popular, CA Technologies, Ernst & Young, Goodyear, Marriott International, Nextel, SAP and Warner Home Entertainment. With strong expertise and experience, these board members are committed to advancing the marketing capabilities of Latin and South American based organizations, encouraging discussion among their peers and driving Latin American marketers toward an influential position in the global economy.|
Latin America Advisory Board Chair
BUSINESS TO BUSINESS
BUSINESS TO CONSUMER
Sales & Marketing Manager
Christian is a Sales Manager at Anheuser-Busch InBev in Uruguay, having recently completed Anheuser-Busch's Global MBA Program. He has also completed specialization business courses in Managing Innovation, Marketing and Business Strategy at Bocconi University in Milan, Italy. In 2010, he got an MBA Certificate issued by IE Business School and was honoured by the BGS society for the performance. He is currently a Professor of Financial accounting for the Global MBA at the IE Business School. He started at Deloitte rendering audit services to global clients in the agribusiness, manufacturing, financial industry and consumer business industries and performing all steps of the professional career. The experience of rendering services for many multinational and public national companies in Uruguay gave him the ability to dominate all key accounting areas with focus on IFRS.
SVP, Marketing & Customer Knowledge
Mariel Arraiza is Senior Vice President and Marketing Director at Banco Popular, the leading banking institution by both assets and deposits in Puerto Rico. She is responsible for the Centralized Marketing initiatives to promote sales for all business lines and customer segments. She is also in charge of Customer and Business Knowledge where business insights are developed to recommend the proper course of action for the bank. Mariel is a CPA with experience in banking, finance, accounting, administration, customer service, technology and marketing. Her expertise lies in managing large groups and working in different business environments, applying a holistic approach while obtaining excellent results.
VP, Area Field Marketing - Latin America & Caribbean
Marcus Vinicius Giorgi is VP, Area Field Marketing for CA Technologies. Prior to this, he was responsible for the marketing strategies and tactics for the Analytics, Database, Technology and Mobility portfolio of solutions of SAP AG in Brazil. With more than 18 years of C-level international experience in multinational companies such as TI Brasil, Alcatel, Accenture, CIE and Diveo, he has a record of innovative solutions, actionable plans and measurable results besides also being involved in entrepreneurial ventures in Brazil. As president of WTC Brazil CMO’s Committee since 2008, Marcus also holds a Bachelor degree in Mechanical Engineering from FAAP in Brazil and a MBA in Marketing from the University of Hartford in the U.S., where he was awarded by the American Marketing Association with the “Outstanding Achievement in Marketing."
Andrea Padilla joined Celistics, a leading provider of planning and logistic solutions in Latin America, as its Marketing Director in April 2013 and spearheaded the rebranding of the company. She is a recognized as one of the top marketers in Latin America and speaks English, Spanish, and Portuguese. Previously as the Director of Marketing for Latin America and the Caribbean at Marriott International, Andrea was responsible for all brand marketing and messaging pull-though in target source markets. She also developed the strategy and managed the execution of multi-brand marketing plans through an integrated mix of marketing tools including advertising, direct marketing, eCommerce, distribution channels, promotions, and public relations. Before joining Marriott International, Andrea’s marketing career had a technology focus. She served as Marketing Director Latin America for Avaya International, as well as Regional Director of Corporate Marketing and Communications Director for Hewlett-Packard Latin America. Her start in the industry came at Burson-Marsteller, where she spent 6 years managing the technology practice for a range of clients including SAP, IBM, Qualcomm, Electrolux, and Visa. She also lived for two years in Brazil, managing all marketing and corporate communications strategies for Burson-Marsteller’s technology clients based in Sao Paulo. Andrea, originally from Colombia, has a B.A. in International Business from Florida International.
Marketing Director, Mexico
Josue’s journey at Cisco includes conceptualizing and socializing the marketing strategy to help Cisco Mexico achieve its potential in every market that it participates, enabling his team to create the best market strategies to walk into this path maintaining the highest level of operational excellence both in resource utilization and results while being accountable for the business impact. This journey implies a stretch communication with the ecosystem of partners & allies, local & regional stakeholders and market influencers in order to better identify the key opportunity areas of influence for the marketing efforts. The challenge in the ever changing IT market is to stay up to speed with what the new media customers are consuming to ensure proper utilization and identify the emergent buying centers to impact them accordingly. Josue's background has always been in marketing, mainly in the IT sector where most of his experience came from working at Oracle where he spent more than 10 years occupying functions from local program management to running the complete country marketing operations to finally speending the last years helping develop the Latin America market for the ERP’s product line. Josue has a BA in Marketing from the Univerisdad Anahuac del Sur and a Master degree in Marketing from the Universidad Complutense de Madrid. He is member of the council of the Anahuac del Sur Business Faculty and recipient of the “Liderazgo Anahuac” medal.
Adolfo Alvarez has 20 years of professional experience focused on Marketing, Corporate Communications, Business Development and Customer Service. During his career he has had the opportunity to develop marketing strategies for B2C and B2B sectors, implement crisis management programs, develop political campaigns, develop prepaid products, manage customer service improvement and implement add-ons to increase the value of existing products. In the beginning of his professional career he started as a journalist for financial medias. Later, from 1998 he specialized in Marketing and Communications areas, working for companies such as Young & Rubicam and the Lafarge Group. In 2004 he started to work for Edenred (world leader in prepaid services with presence in 38 countries), first in Venezuela as Marketing Director and since 2008 in Edenred Mexico. Adolfo has a degree in Social Communication from the Universidad Central de Venezuela with an MBA from the Universidad del Valle de Mexico. In the last 12 years he has taken several trainings on B2B Marketing and PR in institutions such as INSEAD (France), Tecnológico de Monterrey (Mexico) and the IESA (Venezuela).
Latin America Marketing Director
Marly Parra is the Latin America Marketing Director at EY, overseeing all brand, communications and marketing activities in the region. Prior to this role, she led marketing for EY Brazil, reporting to the Vice President of Brazil Markets, and was responsible for aligning EY's positioning with Market strategies, as well as developing an integrated marketing and brand strategy in the country. She has over 20 years of experience in Marketing & Communication in Multinational and Brazilian Companies such as Philip Morris, Quaker, Pão de Açúcar Group, H. Stern Jewelers, GloboCabo Cable TV and Internet, J. Macedo, Reed Exhibitions and PPD sports promotion agency. She has received degrees from the University of Virginia - Darden Graduate School of Business Administration, ESPM - Higher Education Advertisement and Marketing School, and IBMEC Business School - Brazilian Institute of Capital Markets.
Director of Marketing for Latin America
Michelle is responsible for defining and conducting the integrated marketing strategy and communications for Merrill Corporation in Latin America, aimed at increasing the company's presence and positioning of its services in the region. Among her goals is to develop the brand and strengthen the leadership of the company's business unit DataSite - a virtual data room (VDR) solution that facilitates the auditing of M & A (mergers and acquisitions), IPO and the management of documents and information. Michelle has 18 years of experience in international IT and telecom. She spent eight years with Verisign as Marketing Manager for Latin America, where she achieved significant revenue growth for the telecommunications services, internet and digital security company. Previously, she led the marketing departments at 3com (Hewlett Packard), Iomega and Eicon Networks (Dialogic) developing strategies and managing partner programs, marketing, communications and branding. Michelle graduated with a degree in Business Administration and Systems Analysis and holds an Executive MBA in Marketing from ESPM. She has gained extensive international experience from taking specialized courses with the American Management Association (AMA) in New York and extensions abroad. She is fluent in Portuguese, English, Spanish and French.
Chief Marketing Officer
Nexxo Financial Corporation
Adriana Eiriz is an 18 year veteran of the US Hispanic market, and was the first Latin American female to be elected to the Board of Directors of the Electronic Retailing Association (ERA). Her leadership at Lexicon Marketing, was instrumental in the launch of several new products leading to the rapid growth of the company. Ms. Eiriz' expertise lead her to successfully spearhead other key Hispanic DR and retail initiatives at Latin Links, Inc. positioning at retail the first US Hispanic initiative for Buena Vista Games (BVG), part of The Walt Disney Company, launching Spanish children’s software titles for USA, Mexico and Puerto Rico. At Vivar Advertising, as Managing Director she was responsible for all of the agency's strategic initiatives and US Hispanic-specific communication strategies with best-practice direct response principles. Former Chair of ERAs U.S. Hispanic Council and Education Committee.
Corporate Marketing & Sales Planning Director - Latin America
Sergio Sabino is the CMO and Sales Planning Director for PageGroup in Latin America. With over 15 years experience in Marketing, Communication, CRM and Strategic Planning, he is graduated in Marketing from Mackenzie University in Brazil and has an MBA in Management from BSP - Business School São Paulo. Sergio also has a successful track record as a senior marketing and CRM executive in companies like Ford, Citibank and BlackRock.
SAP Mexico & Central America
Paulo is responsible for the Marketing strategy of SAP Mexico and Central America, including the demand generation, customer communication, Go to Market strategies with Partners, and Digital and Social Media plans. His principal objective is to support the local growth through the development of an integral marketing plan that will generate leads of all company sizes. Paulo´s principal challenge is to create a strategy that will support the sales and services areas. Paulo has a degree in System and Computer from the Iberoamericana University and has completed two e-business trainings, one by the Universidad Iberoamericana and the other by the Barry University in Miami, Florida. Currently he is studying for an MBA in EGADE Business School in Mexico. He is also the leader of the Climate Reality Project.
Sheraton Sao Paulo WTC Hotel & WTC Events Center
Alexis Pagliarini is the CMO of the WTC Events Center and the Sheraton Sao Paulo WTC Hotel. He also serves as the Vice President of AMPRO - the Brazilian Promotional Marketing Association - and President of the Marketing Trends Committee at the WTC Business Club. He is a Former Professor of Marketing & Communications at FGV and ESPM - two top universities in Brazil - and is a columnist at the Brazilian newspaper "Propmark" (column: Beyond the Line). Alexis has worked for several multinational companies such as Coca-Cola, Honda, Lowe Group and the American Chamber of Commerce (AMCHAM). He has been an invited speaker at numerous events worldwide, including the Cannes Lions Festival and WTCA meetings in New York, Uruguay and Kansas City.
Marketing Manager, Argentina & Brazil
Based in Buenos Aires, Anahi is a 25-year experience specialist in Sales & Marketing within the machinery industry. Having joined the company in 1985, her leadership was instrumental in the launch of several products within the growing Rental Business and in the creation of a respectful brand in its markets. She manages the effective positioning of the Group corporate image, and her team is responsible for the company audience insights and communication initiatives, brand strategy, planning, targeting and integrated marketing in Brazil and Argentina. Most recently she led a successful B2B CRM program. In 2008, introducing in Argentina a new piece of earth movement equipment, one action of this program won a gold award from AMDIA (Direct Marketing Association in Argentina ) and a silver one from AMAUTA (the most important AWARD for Direct Marketing in Latin America).
Director - Puerto Rico
General Manager of Relationship Marketing, Loyalty, CRM, Trade Marketing & Strategic Partnerships
Accor Latin America
Renato Camargo is a graduate in Marketing & Advertising from ESPM (Brazil) and has a postgraduate degree in Administration from Fundação Getúlio Vargas, with an MBA in Business Affairs from the same institution. He has worked in the Marketing Department of several companies including Gol Airlines, Panrotas (Publishing Trade Media) and Group White of Communication. Nowadays Renato is working at Accor, in charge of the Relationship Marketing (Loyalty & CRM areas), Trade Marketing and Strategic Partnerships for Latin America. His primary mission is to reinforce the relationship of Accor and its clients through the analysis of their purchase behavior and stimulation of loyalty. Besides that, the executive has the challenge of negotiating partnerships with big companies, bringing even more advantages and benefits to the clients of the following brands: Sofitel, Pullman, Novotel, Adagio, Mercure, ibis, ibis Styles and ibis Budget.
Chief Marketing Officer
Alex S. Rizo has 21 years of international marketing and management experience in several locations that include the United States, Mexico, South Korea, United Kingdom, Uruguay, Colombia, Panama, Singapore and Chile. Mr. Rizo currently is the Chief Marketing Officer for for Chartis Mexico. Chartis is a leading global provider of commercial and consumer insurance solutions for clients and partners in over 160 countries and territories. Alex, joined the group in 1996 and spent over 16 years working in different territories specializing in business development and product marketing. He led a merger as Country Manager in Uruguay, established a worldwide product marketing and distribution division across 53 counties and has turned around various sales and marketing operations on site, including the UK and Korea. Alex graduated with a degree in Accounting from Xavier University, in Cincinnati Ohio and is a Master of International Management.
SVP, Commercial & Planning
Joe Mohan is the Commercial and Planning Senior Vice President of Copa Airlines, based in Panama City, Panama. Copa Airlines offers flights to 45 destinations in 24 countries in North, Central and South America and the Caribbean through its Hub of the Americas in Panama, including service to five U.S. destinations. Joe oversees Copa Airlines’ Route and Fleet Planning, Alliances, Revenue Programs, Distribution Planning, Revenue Management, Pricing, Sales and Marketing groups. He joined Copa in 2008. Prior to Copa, Mr. Mohan spent 10 years working with Continental Airlines, during their historic turnaround from "worst to first." While at Continental, Mr. Mohan was part of the team that engineered the airline’s equity investment in Copa, which contributed to Copa becoming one of the most profitable airlines in the world over the past 10 years. He left the airline industry for several years before joining Copa in his present position. Mr. Mohan has a bachelor’s degree in economics from the University of Florida and an MBA from Georgetown University. After earning his bachelor’s degree, Mr. Mohan began his professional career in Washington, D.C., where he served on the legislative staff of former Senator Bob Graham of Florida, focusing in the areas of intelligence and foreign relations.
President & General Manager
Vicente Almeida has a career in Foreign Trade, Procurement and Marketing in the wholesale and automotive (tires) industries. He has experience in leading Country and Segment operations in Marketing, Branding and Foreign Trade. He has worked in various business contexts including start ups, turnaround, restructuring, crisis management and business continuity. He is currently the Country General Manager for Argentina, Uruguay, Paraguay and Bolivia at Goodyear, one of the world leading tire companies. Before that he held the positions of Managing Director for the Consumer Segment in Goodyear Brasil and Sales and Marketing Director for Goodyear Latin America. Additional experience includes the start up of Continental Tires in Brasil, the ownership of a trading company, and the first "All for US$1,000" chain store in thecountry. Recent Achievements at Goodyear include double digit growth in main segment financial metrics since 2002 in Brasil, repositioning of the brand supported by a new communication line (designed with Y&R), events and sponsorships, (eg. Stock Car Racing) and investments, sales force redesign, and making Goodyear the preferred tire brand by consumers (Quatro Rodas Magazine, December 2008). Vicente has a diploma in Business Administration at EAESP/Fundação Getúlio Vargas, São Paulo, Brasil, and a Foreign Trade specialization at IPEA/CENDEC/Ministry of Foreign Affairs, with two years internship at the Brazilian Consulate in Madrid, Spain.
Vice President of Marketing
Federico joined Navent as VP of Marketing, where he's responsible for the Marketing strategy for the companies within the group. Federico began his professional experience as part of the online Marketing team that helped MercadoLibre establish itself as the dominant ecommerce player in Latin America. Most recently he served as VP of Marketing at Vostu, where he was responsible for the Marketing strategy for social and mobile games. Federico holds an Information Technology Engineering degree from Universidad Abierta Interamericana. He was born in Argentina and speaks Spanish, English and Portuguese.
Estanislao Pena was appointed President of Nextel Chile in November 2012. He was previously Vice President of Sales & Customer Operations and the 3G Program Manager for Nextel Chile, overseeing operations for Sales, Customer Care, Service & Repair, Credits & Collections, Billing, Logistics and Stores. He also developed and coordinated the 3G project teams for Finance, Sales & Marketing, Network, IT, HHRR, Product and Customer Ops. During his time with Nextel Chile, Estanislao has created a new channel strategy aligned with customer values, implemented 100+ points of sales (flagship stores, stores, kiosks, etc.), and implemented 24x7 customer service. Previously, Estanislao held the roles of Senior Director of Financial Planning, Director of Customer Operations and Senior Operations Manager. He is an excellent communicator with proven leadership and team building skills.
Vice President of Marketing
Nextel del Peru
Mariano Orihuela is the Vice President of Marketing for Nextel Peru, overseeing all marketing operations in the country.
Marketing Vice President
South American Restaurants Corp.
Faculty, School of Business & Hispanic Integrated Marketing Executive
University of Phoenix
Eva Frontera is a School of Business certified faculty professor of at the University of Phoenix, Puerto Rico Campus and a licensed Public Relations professional. Eva is the former Integrated Marketing Director and Executive Group Member of Cooperativa de Seguros de Vida de Puerto Rico, COSVI. With more than 15 years of extensive integrated marketing and managerial experience on highly regulated industries such as banking, healthcare and insurance, Eva is recognized as one of Puerto Rico's young, top strategic marketers with exceptional managerial acumen and innovation that drives attainable results and profitability. Today, Eva is actively engaged on the development and planning of the first not-for-profit, Hispanic, eco-driven, residential and multidisciplinary setting in Puerto Rico for disabled adults within a group of experts/volunteers. She is also part of the United Way Woman's Leadership Council, Puerto Rico Chapter. Eva received her MBA in International Marketing from the Sacred Heart University in Puerto Rico and a jointed, double MBA degree in Global Management from the Graduate School of Business at Foro Europeo in Navarre, Spain. She was named one of the Top "40 under 40" of young professionals in Puerto Rico by Caribbean Business Newspaper and has been selected by Primera Hora National Newspaper as one of the top "First-Class Woman" (Mujer de Primera) in Puerto Rico's marketing industry.
Executive Vice President - Marketing & Sales
UNO Radio Group
Totti is Executive Vice President of Uno Radio Group, the largest radio group in Puerto Rico with 13 stations (AM & FM) and a production company; responsible for the marketing, sales, promotion, events and web sites. A Senior Marketing Strategist with more than 34 years of experience. Totti was instrumental in the creation of the first radio conglomerate in the Puerto Rico Market, Prime Media Broadcast Group, and the revamping of the radio as a $100+ million dollar industry. He also was in charge of the consolidation of three radio companies in what is today SBS Radio in Puerto Rico, an eleven station company and the complete launching into the market. Totti held senior positions in Telemundo (GE Company), Spanish Broadcasting System (SBS), AM-FM Radio, Chancellor Radio, Prime Media Radio, Pegasus Broadcasting Corp. and El Mundo Newspaper. Totti hold a Bachelor Degree in Communications and Marketing from University of Puerto Rico, is Certified in Radio Marketing Manager. Raymond has been nominated for the Top Sales Award by the Sales & Marketing Executives Association in Puerto Rico.
Senior Business Leader, Brand & Sponsorship Marketing
Visa Latin America and Caribbean
Cristina M. de la Hoz is Senior Director of Brand and Sponsorships Marketing for Visa Inc., Latin America and Caribbean Region. In this capacity, she heads brand strategy and design, sponsorships marketing and management, as well as client activation platforms for the region. She has held this role since 2010. Previously, Ms. de la Hoz led the Integrated Marketing Communications area, where she was responsible for developing brand and product integrated campaigns, as well as overseeing digital marketing, agency management and regional media. In her time at Visa, Ms. de la Hoz has held multiple positions within the marketing organization leading various important initiatives, and has been instrumental to the company’s marketing and branding efforts in Latin America. She led the regional development and activation of numerous global marketing platforms, including the 2014 FIFA World Cup and the 2012 Olympics. For several years, she managed marketing planning and implementation in seven Latin American markets after working to establish local client marketing funds. She began her career in the company’s public relations and media relations area. Ms. de la Hoz earned a bachelor’s degree from Georgetown University in Washington D.C. She is fluent in Spanish and conversational in Portuguese. Ms. de la Hoz resides in Miami.
Maria Fernanda Meza is the Merchandising Director for Walmart eCommerce, the online store for the largest global retailer worldwide. Previously, she was the Global Category Manager for Havaianas at Alpargatas S.A., where she was responsible for the overall strategy definition and management of the global product portfolio. She also played a key role in strategic initiatives related to the brand such as retailing, sustainability and innovation. Prior to that, as New Business Manager for Havaianas, Fernanda took a leading role in charge of a broad range of relevant projects and initiatives related to brand extension platforms and the design and implementation of Havaianas Concept-Store, that became an internationally-awarded reference in retail experience. Previously she accumulated more than 10 years of experience in retail and in the fashion business having worked for relevant players in Brazil. Fernanda graduated from Universidade de Sao Paulo with a degree in Business Administration, and has completed postgraduate studies in Communication from ESPM / Brazil and a MBA with specialization in Retail from Universidade de Sao Paulo and a MBA in Leadership from IBMEC/ Brazil.
Director of Sales & Marketing, Spanish South America
Warner Home Entertainment
Rodrigo is the Sales and Marketing Director for Spanish South America at the Warner Brothers Home Entertainment Group, based in Sao Paul, Brazil. He is responsible for the management in this region of all the Home Entertainment businesses (Home Video, Games and Digital Distribution). He manage the businesses working through the licensees and clients to achieve profitable growth for all WB and distributed content. He also develops effective programs and structures to drive market leadership and expressive growth. Rodrigo reports to the GM WHE Brazil, to the Senior Sales VP WB Games at headquarters and coordinates digital distribution strategy and execution in the region with the Executive Director Digital Distribution at hq. Previously, Rodrigo was the Marketing Director Games at Warner Interactive, responsible for the marketing strategy, planning, P&L and implementation at retailers of WB, Electronics Arts (EA) and Codemasters Video Games (for Playstation, Nintendo and Microsoft Xbox consoles). He was also responsible for the marketing strategy and results of home video (DVD and Blu-ray) in Latin America, offering support to the region’s licensees. Rodrigo received a Bachelors degree from the University of Wisconsin - Milwaukee School of Business Administration and an Executive MBA from IE Business School - Madrid.
CONSULTING BOARD MEMBERS
Formerly GM, Customer Experience & Innovation
National Commercial Bank Jamaica
Mrs. Sheree Martin was most recently General Manager, Customer Experience and Innovation at National Commercial Bank Jamaica, reporting directly to the Group Managing Director. Mrs. Martin was charged with oversight of all marketing, communications, customer experience, service delivery and corporate philanthropic policies and functions of the Group. She directed the effective positioning of the Group corporate image, suite of products and the implementation of Group service excellence standards throughout the enterprise. Prior to her appointment, Mrs. Martin served in the Retail Banking Division as Manager, Customer Service & Marketing (2003) and Manager, Personal Banking (2001). This was bolstered by her tenure as a Management Trainee where she gained invaluable experience in all areas of commercial banking and credit, followed by assignments in various supervisory and management roles. She holds an MBA in Banking & Finance (with Distinction), and a BA in Language & Literature from the University of the West Indies. Mrs. Martin is the CEO of the NCB Foundation. She is also a Director of RISE Life Management Services - a non-profit organization, a Director of the National Crime Prevention Fund "Crime Stop" and Treasurer of the Alpha Academy Alumnae Association.
Latin America Advisory Board Chair
Milton Longobardi is the Secretary of Tourism for Campos do Jordao, a municipality located in the state of Sao Paulo in Brazil. He reports directly to newly-elected mayor Fred Guidoni. His main task is to recuperate the citizens' self-esteem and increase the number of visitors all year round to develop the economy and create more jobs. Longobardi was for more than 7 years Marketing & Sales Director for São Paulo Tourism – the official entity to promote São Paulo City as tourism destination – and responsible for the strategy that brings more than 12 million visitors a year to Sao Paulo. Previously, Longobardi held senior positions working in all facets of marketing, sales and advertising in Brazil, Argentina, Chile and United States in corporations like Nextel, Citibank, Gillette, Johnson&Johnson, Bocsh, AIG, Combe Inc., Young&Rubicam, Wunderman, Interpublic Group of Co., Abril Publishing and RBS Media Group. Longobardi holds an MBA from Fordham University, New York, a Bachelor Degree in Economics from PUCCAMP-Catholic University of Campinas, Marketing&Advertising Degree from ESPM-Advertising and Marketing School of Sao Paulo and City Management by La Verne University of California. Longobardi taught all classes of marketing students for more than 10 years at ESPM Sao Paulo, where he was the head of the Marketing Department and co-founder of ESPM Rio. He was also professor of marketing at PUCCAMP and speaker at several conferences, seminars, round tables and conventions. Longobardi is also Vice President of ADVB – Brazil Sales & Marketing Executives Association Since 1980 and Founder Member/VP of SPCVB – Sao Paulo Convention and Visitors Bureau (visitesaopaulo.com).