ADRIANA C MORALES



ADRIANA C MORALES

Cell phone: 954-684-2981

E-mail: Adriana.morales92@

pub/adriana-morales/8/393/866/

BUSINESS AND MARKETING CONSULTANT

Senior Marketing and Management Executive with more than 20 years experience in the payments, travel, and financial services industries. Successful history of leadership in building new business and exceeding financial and marketing goals with leading organizations including Citibank, American Express and numerous international client banks, retailers and airlines. Deep global and local experience in Latin America, with proven ability to quickly assess markets, analyze consumer trends, pinpoint revenue growth opportunities, develop strategic plans, and assemble high performance marketing teams who successfully drive brand and product enhancements in multicultural environments. Fluent in English and Spanish with studies in Portuguese

EXPERTISE

|Strategic Planning/Implementation |Brand Strategies |Market/Consumer research |

|Customer Acquisition/Retention |Social Media Marketing |Persuasive Presentations |

|Spend Stimulation and Activation |Negotiation Skills |Influential Communications |

|Analytical Thinking/Financial Acumen |Relationship Building |Organizational Proficiencies |

|Competitive Assessment |Marketing Strategies |Customer Relationship Mgt. |

EXPERIENCE

Senior Marketing Executive - International Payments Consulting 2013-Present

Strategic and consultative services in the payments industry with focus on:

Developing and managing marketing and brand Strategy. Developing new products and segments.

Designing and implement customer acquisition programs. Creating and enhancing customer lifecycle

management programs, rewards and loyalty programs. Designing and managing innovative social media

marketing opportunities.

Founder at Renascentia Enterprises, LLC 2013-Present

Recreational Real Estate design, development and management

Business and Marketing Consultant, Sawgrass A/C and Electric Corp 2012-2013

Developed five-year growth plan identifying concrete opportunities for new business development, which is projected to double profitability in the next two years. Investigated current market and customer trends in order to build a targeted marketing plan that will deliver desired growth while monitoring return on investment.

Completed an in depth business assessment identifying opportunities to improve efficiencies in work processes and organizational structure. Implemented software tools to facilitate process improvements, monitoring and coaching.

• Net profit ratio improved from 3% to 12% in last six months

• Recruited and managed marketing firm to redesign marketing campaign, improving ROI for traditional channels by 35% and improved website organic visits by 40%

• Provided exhaustive analysis of business drivers, work processes, organizational structure and implemented administrative discipline for revenue and expense management. Improved average sales ticket price by 67% in six months.

• Completed secondary market research to better define and target prospects for existing business model as well as new business development

Marketing Vice President for LAC, Global Network Services (GNS), American Express. 2007-2012

Developed marketing strategies to successfully penetrate luxury and premium sectors in key Latin American credit card markets (Colombia, Argentina, Peru, Guatemala, etc.). Established, monitored and enforced marketing and brand policy for American Express in all partner banks in the Latin American Region. Led Social Media marketing strategy and implementation model, working in collaboration with the American Express digital partnerships team. Evolved proprietary loyalty program (Membership Rewards) to leverage as a key asset for bank partners to grow card member spend, and when appropriate, provided consultative assistance on bank-owned loyalty program. Managed multiple strategic relationships with large airlines and other retailers in order to launch and continuously optimize co-branded credit cards (ie: LAN pass card in Argentina, Peru and Chile; Avianca-Taca Distancia cards in Central America; American Airlines co-brands in Central America; Continental one-pass card in Colombia). Developed and launched multiple credit card products targeting multiple consumer segments, including the first American Express Debit card launched in Dominican Republic. Recruited, coached and led a team of 18 marketing professionals and managed executive relationships with 17+ banks in 15 countries in Latin American (ei: Bancolombia, Interbank, Banco Santander Argentina, Banco Santander Chile, Credomatic, etc.)

• Spearhead efforts to drive successful card acquisition, spend activation, rewards and retention strategies with bank partners in LAC region. Achieved 40% increase in new card acquisition (internal and external) in Central America in 8 months, and surpassed annual acquisition target in Colombia by 42% in three months. Improved average spend by over 20% year over year in Ecuador , Venezuela and in Colombia. Improved voluntary attrition by over 15% in Colombia and Ecuador in one year.

• Developed and implemented product line strategies that tangibly contributed to financial success of business including more than doubling of profitability for American Express (GNS) in LAC region in three years

• Collaborated with AXP digital partnership team, developed road map for bank partners to successfully leverage AXP development in Facebook, Twitter, and Foursquare. Created and distributed digital playbook to assess readiness and deploy strategy in LAC markets, focusing on four key digital areas: Ecommerce, E-Payments, Customer Experience and Brand.

• Implemented brand training and education for bank partners to consistently achieve guidelines of American Express Brand and deliver a customer promise. Achieved significant growth in market share in Colombia, from 4.8% share in 2007 to 11.2% in 2011 while consistently delivering a top positive net promoter score (when compared to other Credit Card brands and to other banks in the country) Add the impact.

Regional Vice President Customer Loyalty, Citigroup, Int’l. 2004-2007

Led regional cross-functional team to transform each market’s approach and culture towards customer engagement and retention. Optimized cross-sell model for customer segments to deepen/broaden new relationships, while leveraging all existing customer touch-points and incorporating innovative channels. Developed and implemented discipline, metrics and reporting to improve quality of new acquisitions

• Implemented regional “Took kit” that optimized retention units delivering $8MM in retained revenues for on-shore accounts (Cards and Retail), while retaining $120MM in assets for off-shore accounts.

• Reduced voluntary card attrition by 25% in one year, increasing retained accounts by 12% for cards and 16% for retail customers.

Director Customer Engagement & Loyalty, American Express LAC. 2002-2004

Developed and implemented innovating strategies to drive spend stimulation and increase consumer loyalty in Credit card portfolio across multiple markets in Latin America. Led team of 8 marketing professionals and supervised specialized customer service teams to drive consumer engagement, activation and retention.

Strategic Marketing Planning Manager, American Express LAC. 2000-2002

Project Leader. American Express TRS. 1997-2000

Education:

Six Sigma Black Belt Training. American Express Wave 3.

Master in Business Administration - International Marketing Concentration. Florida Atlantic University, Boca Raton, Florida.

B.S. in Business Administration - International Business Major. Florida Atlantic University, Boca Raton, Florida.

Technical Skills

MS: Word, Excel, PowerPoint, Outlook, Project, & Visio. Intuit Quickbook, Intuit Field Services Manager, Crystal Reports, SAS query.

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