KARLA GUAL 857 Ponce De Leon Ave. Apt 5-S ♦ San Juan, PR 00907 ♦ (787) 371-7090 ♦ [email protected] linkedin.com/in/karlagual ♦ http://careerwebfolio.com/karlagual/ Director: Marketing Communications / Branding Accomplished, hands-on professional with extensive leadership experience providing brand management, advertising, and marketing communications – generating millions of dollars to top and bottom lines. Successful at building and directing high- performance teams that collaborate as focused units to achieve win-win outcomes. Excel at defining and aligning marketing and advertising strategies / campaigns to launch and promote well-known brands across key markets. Highly effective at leveraging key relationships, resources, and project management / negotiations skills to identify and secure new business opportunities. Passionate, resilient leader with ability to thrive in challenging environments, streamline / turn around organizations, and reposition firms for market dominance. CORE LEADERSHIP COMPETENCIES Customer Service / Change Management Brand Development & Management Marketing & Advertising Leadership Product / Service Development New Business Development Team Development & Leadership Media & Advertising Campaigns / Strategies Value Chain Analysis Bi-Lingual English/Spanish P&L / Budget Accountability PROFESSIONAL EXPERIENCE CERVECERA DE PUERTO RICO – San Juan, Puerto Rico 2012 – 2017 Manufacturer of market leader beverage brands Medalla Light beer and Malta India. Export & Marketing Management Lead planning and marketing strategies for exporting the company’s brands into the United States and the Caribbean. Manage and supervise $18 million marketing budget and spenditure of entire product portfolio. Spearheaded the re-organization of the Marketing & Promotions Department. Served as interim Brand Manager for Malta India. 30% increase in average monthly sales of Medalla Light in the US Market by creating a brand representative program to focus on the needs of the brand. Improved profitability models for brands by implemeting the use of GL accounts and brand codes to all marketing investments. Surpassed original shipping forecast by 50% in one month of new 8 oz package of the non-alcoholic malt beverage by developing and executing a pricing and marketing strategy for its launch in the Puerto Rico market. THE BRAVO GROUP – Chicago, IL 2011 – 2012 Full-service, integrated Hispanic marketing communications agency network. Account Director Managed a multicultural team in crafting strategic and creative plans for Wrigley® gum brands. Accountable for strategic direction for an interagency team composed of five specialized firms that provide public relations, digital, retail promotions, and media services. Supervised two Account Executives. DORAL BANK – San Juan, Puerto Rico 2007 – 2010 $9 billion asset financial institution with 30+ branches and 1,000 employees in Puerto Rico and the United States. Senior VP, Sales & Marketing (03/10 – 10/10) Promoted to oversee the planning, development, and implementation of sales, marketing, and advertising strategies covering all banking, mortgage, and insurance products and services. Tracked and managed deposit growth and profitability across all bank branches. Supervised 13 direct reports and approximately 600 indirect reports comprised of sales teams supporting deposits, mortgage, and insurance products. Developed first branch profitability model to improve financial reporting, decision making, and ability to create branch budgets and objectives. 6% in deposit portfolio growth achieved by devising and executing strategic plans to market and promote deposit products. Spearheaded a large-scale initiative to successfully consolidate seven non-performing branches while preserving the bank’s total deposit portfolio. Achieved record-breaking $189 million deposit increase in 60 days while building and expanding a deposit portfolio by 14% in six months. KARLA GUAL, Professional Experience…Continued PAGE 2 OF 3 Successfully tracked and managed $67 million budget by closely monitoring GL accounts, assigning responsibility to branch managers, and taking proactive measures to minimize expenses. Reduced transactions errors to less than 1% by directing a project to convert a teller system across branch operations to minimize human interaction in the debit / credit teller process. Generated 15% savings by negotiating a favorable rate as part of a contract renewal with a marketing database supplier. Boosted sales by launching a mortgage call center that was key to doubling daily mortgage referrals. VP, Brand Development & Marketing (02/07 – 03/10) Oversaw brand and marketing department with accountability for new product / service development and marketing & advertising campaigns supporting bank’s products and services and community programs. Led five direct reports. Improved brand equity and health indexes by 29 and 17 points respectively in less than seven months by rebranding / repositioning company’s products and services for market growth. Secured 5,000 new accounts in one month by launching new deposit product as part of a cause-marketing program supporting breast cancer research and awareness in collaboration with Susan G. Komen Foundation. Grew fee income by overseeing an initiative to convert more than 80% proprietary debit cards to Visa® debit cards. Increased Visa® debit card transactions by 20% and dollar volume by 29% by introducing a multichannel advertising campaign in targeted markets. BADILLO NAZCA SAATCHI & SAATCHI – San Juan, Puerto Rico 2001 – 2007 Puerto Rico's top creative and billing advertising agency. Group Manager (09/04 – 02/07) Promoted to oversee one of four client service groups responsible for crafting communication plans, media strategies, and creative development supporting various for-profit and non-profit accounts. Supervised a staff of six Account Directors and Coordinators. Recognized by Procter & Gamble as "Exceptional Contributor” in 2006 Agency evaluation. $1 million in group revenues generated in first year representing 52% growth by exceeding requirements to provide exceptional service for a P&G account previously overlooked. Surpassed shipment goals for P&G’s laundry detergent brand (Ariel) by successfully launching an advertising campaign across Puerto Rico. Increased market share for a well-known laundry detergent brand in Puerto Rico by redefining consumer targets, brand image, and communication strategies. Accomplished market share leadership for DSL service provided to Puerto Rico Telephone Company through the management of the service's multimillion dollar repositioning strategy. Relaunched an advertising campaign to increase shipments for P&G's Olay facial moisturizer products by 206% and made it the brand leader in its category in just one month. Direct Marketing Director (09/01 – 09/04) Set up and led a six-person direct marketing division. Supervised Account Executives, Coordinators, Database Manager, and Creative Team. Developed and implemented direct marketing programs for new and existing clients. Established direct relations with database and fulfillment houses to maximize resources and execute campaigns with excellence. $1+ million billed in first year of division being created by executing all direct marketing efforts for Banco Popular. Created a customer relationship marketing (CRM) program in collaboration with a New York CRM specialist firm to increase traffic and profitability for Pueblo supermarkets. Successfully persuaded existing clients to consolidate entire marketing accounts with the Agency by providing them with direct marketing campaigns and solutions to meet their objectives. BANCO POPULAR DE PUERTO RICO – San Juan, Puerto Rico 1999 – 2001 Leading financial institution in Puerto Rico with $29 billion in assets, serving 1.5 million business and individual consumers. Strategic Planning & Marketing Coordinator (05/00 – 09/01) / Strategic Planning & Marketing Officer (03/99 – 05/00) Devised and executed effective integrated marketing plans. Designed customer analysis reports to help senior management target key client relationships. Played key role in restructuring and positioning Popular Securities, the Corporation’s investment subsidiary for market growth. Interviewed and assessed suitability of consulting and hardware / software partners for implementing CRM strategy. Led marketing efforts, including market analysis, strategy development, and advertising / communications campaigns. KARLA GUAL, Professional Experience…Continued PAGE 3 OF 3 $50 million in revenues representing 12.5% growth for IRA portfolio attained by launching advertising and promotional campaign during tax season. Instrumental in the design and rollout of marketing effectiveness and investment measures to create more accurate budgets and effective programs. Positioned branch officers to react quicker to market developments by instituting electronic delivery of competitive information. Received “Excellence Award” for planning and coordinating the first-ever all employee meeting for firm’s holding company. PREVIOUS WORK HISTORY WUNDERMAN CATO JOHNSON – San Juan, Puerto Rico 1997 – 1999 Account Manager EDUCATION / PROFESSIONAL AFFILIATIONS Harvard Business School Executive Leadership Program, San Juan, Puerto Rico 2009 B.A. in English Literature, University of Pennsylvania, Philadelphia, PA 1997 Affiliations: Co-Chair of the University of Pennsylvania Alumni Interview Program; Member Board of Directors: University of Pennsylvania