Eduardo P.

Responsible for leading a team of 35 marketing professionals with oversight of media plan development, digital marketing, creative development, marketing operations budgeting, print procurement, grand openings marketing strategy. Instituted new media planning and buying strategy to optimize $90 million ad budget. Used media mix modeling and structured processes to optimize spend quarterly, delivering 64 locally nuanced media plans.

Recruited as interim CMO/VP Marketing to assess and revamp the marketing plan and position the company for sale. One of the largest Hispanic supermarket chains with 66 stores and $1.3 billion in annual revenue. Sale completed and transitioned. - Optimized budget, reprioritizing spend increasing working dollars by 15% to address seasonal marketing gaps. - Achieved +3.5% sales lift in key “center store” categories and +3.4% basket size by launching marketing strategy to drive awareness of EDLP execution while improving consumer price perception. - Instituted online-to-store visit attribution, driving 100K store visit conversions in first month alone; developed Fiesta’s first comprehensive digital plan to drive traffic thru strategic media budget allocation of 38%. - Executed local SEO program building Google My Business network, resulting in 40% increase in listing views and 50% increase in actions on Google within 12 weeks; increased average monthly website traffic by 15%.

Promoted post-merger for nations 4th largest convenience store chain in the U.S. with 1,600 company and franchise stores and $2.2 billion in sales, and one of the top-ten Mexican restaurant-chains in the U.S at relocated headquarters in Dallas. • Developed strategic marketing vision/plan that resulted in the creation of a new multifunctional 16-person team to support the company’s retail brands. • Led Laredo Taco Co. restaurant rebranding, resulting in 19% improvement on comp store trend. Developed brand positioning, identity and style guidelines. Launched with new creative, media/PR, in-store POP and promotions. • Launched 17 next generation Stripes 2.0/Laredo Taco Co. stores with 20% higher restaurant sales, 15% larger ticket across store while enhancing customer experience: Led store design, development and implementation. • Drove incremental $10 million in annualized sales by optimizing media and promotional spend. Utilized analytics tool to drive support behind menu innovations and disruptive promotional campaigns. • Reduced 9.5% cost in promotional POP ordering by integrating and streamlining process: created synergies, streamlined communication to stores and improving consistency of promotional execution. • Developed digital campaign strategy/plan exceeding engagement goals by 15%, delivered on brand targets of 62MM impressions and CTR of 0.41% per campaign; increased website unique users by 65% and 30% more pages viewed.

Member of the executive team and officer reporting to the CEO. Leader of 10 person marketing team for Stripes/Laredo Taco Co over 750 stores in TX, NM and OK generating $1.4 billion in annual sales. Oversaw development and execution of integrated marketing strategy, community affairs and public relations. Company purchased by SunocoLP/ETP in late 2014. • Served as Interim Vice President, Merchandising - Stripes (first year post SunocoLP merger, 2015). Responsible for P&L and 28 merchandising team members; achieved 2.5+% comp store sales and gross profit growth of +2.9%. • Drove incremental lift of 20+% for LTO’s and 3% overall for Laredo Taco Co. by establishing new “power period” marketing approach to drive sales; included TV, radio, outdoor, digital/mobile and in-store elements. • Increased unaided awareness to 68% and preference to 57% in select test markets for Stripes and Laredo Taco Company (restaurant-within-store). Introduced TV ads and digital campaign. • Developed overall digital marketing strategy, shifting media spend allocation toward mobile-based/web; redesigned website lifting organic traffic 38%, engagement by 30%. Introduced SMS mobile couponing. • Reduced agency/media fee expense by 15+% and re-invested saving into working dollars; Led RFP process selecting new agency partner for strategy, creative development and media planning/buying.

Managed a $2 billion multicultural segment. Led 12 person cross-functional team responsible for overall multicultural marketing strategy and execution across brand portfolio and communications to field sales and wholesaler franchise system. • Grew Bud Light Latino share by +0.7% in IRI and brand health score by +2.4% pts., improving brands #1 position. • Improved Budweiser Latino brand health scores +7.0% pts. making it the top 3 beers for Latinos. • Secured senior management approval for a new 3-year strategic plan and vision for the Multicultural Department. • Developed and executed Bud Light Latino mega-brand marketing plan with a $35 million budget; included strategic platforms of sports (World Cup/NFL Latino/UFC) and music, featuring recording artist Pitbull. • Developed new music centered strategy for Budweiser resulting in first ever contract with Latino mega star recording artist Vicente Fernandez. Supported with $15 million in media and promotional elements. - Drove 3.6+% trend improvement in key Budweiser packages within African-American segment. Initiated cross-functional team to identify key opportunities; developed and executed targeted plan.

Directed $850 million brand group, developing and managing national brand strategies for 12 brands within the Michelob family. Repositioned strategic platform and brand family architecture, developing distinct positioning for each brand. • Exceeded Michelob Family financial objectives delivering $16 million in incremental profit above budget. • Led Michelob ULTRA brand turnaround, achieved 17% pts trend improvement and returned brand growth through “Live Life to the ULTRA “campaign, using TV, OOH, print, radio, digital, promotional activity and retail POP. • Delivered 9MM cases of volume thru packaging innovations (Slim Line cans, Aluminum bottles) and line extensions (Michelob ULTRA Amber and Michelob ULTRA Fruit-Infused). • Renegotiated sponsorship with PGA and pro golfer Sergio Garcia and developed new golf-centered campaign. • Reformulated/relaunched core Michelob brands and introduced Michelob specialties generating 6% pts in trend improvement; managed capital project including packaging, brewing, and capacity loss to control margin delivery. • Developed new “Crafting a Better Beer” campaign to support Michelob brands re-launch. Executed 360 campaign including TV, OOH, Radio, POS, PR, digital, and high-impact retail programming to drive awareness and trial.

Led development and execution of strategic marketing plan for Canada and Eastern/Western Europe. Selected, negotiated, and managed multiple agency relationships, ensuring implementation of proper brand strategy and creative alignment by country. - Increased brand awareness and usage in Canada, Ireland, and the UK by creating and producing multiple advertising campaigns using TV, Radio, and OOH; managed new product introductions of Michelob ULTRA in the UK and Budweiser in Poland. - Implemented viral marketing initiatives to launch new campaigns, increasing Budweiser website traffic by 20% in the UK and Italy and spearheading the development of global websites.

Led a cross functional team. Upgraded brand positioning and advertising strategy; developed a multiple agency model and managed the creative process according to cultural and regional demographics. Regionalized efforts to address cultural nuances which included TV, radio, OOH, print and promotional programming. - Focused marketing efforts creating regional Neighbors campaign using local nuances to drive consumer appeal, along with TRUE and World Cup campaigns using television, radio and outdoor, targeting 21-27 year-old consumer. Improved brand consumer measures by 2% and contributed to overall gain of three market share points.

- Developed and executed general and Latino market plans for a key four-state area. Identified issues, initiated wholesaler communication improvements, and increased local program implementation by 15%. - Collaborated with local promoters and Anheuser-Busch marketing division; developed and implemented regional programs. Reduced cost by 20% while maintaining quality of deliverables.

Managed sales and P&L for a 14-county area around San Antonio; led region in sales and revenue growth for two years. Increased multiple distribution of company portfolio.