fernando herrera

vice president of marketing, north america

About

Transformational bilingual brand management professional and endurance sports athlete who can build long-term vision, execute in the short-term, and inspire a team along the way. Proven success in corporate, entrepreneurial, and global organizations. Highly adept at P&L leadership while effectively activating go-to-market across consumers, customers, and sales organizations. Shown ability to leverage traditional consumer package goods processes and adapt to growing entrepreneurial organization. Passionate leader who has driven, and lead through, organizational change. Strengths include: * Product Management * Creative Agency Mgmt. * Team Development * Brand Strategy * P&L Management * Customer Marketing

Country

united states

City

dallas

Industry

marketing and advertising

Skill

strategy, consumer products, marketing, marketing strategy, cross functional team leadership, brand management, advertising, management, brand development, leadership, customer insight, competitive analysis, marketing communications, sales, shopper marketing, integrated marketing, brand equity, creative direction, market research, brand architecture, segmentation, marketing research, fmcg, trade marketing, market analysis, market planning, marketing management, product launch, spanish english

Experience

vice president of marketing, north america

deoleo s.a.

2017-3 - Present · 9 yrs 7 mos

Recruited by North American CEO to lead US and Canadian Marketing teams. Challenged to transform team from functional marketing to holitistic brand management. Developed and implemented brand planning process. Lead 6-person team including 2 director-level reports.

head of sensiscmo practice

sensis

2013-12 - 2017-3 · 3 yrs 4 mos

* Recruited to agency-side to launch, lead, and execute an interim-CMO practice servicing mid-size clients. * Engagements: * Publishing/Higher Education (CEB): Interim-CMO for a legal publisher/higher-education provider undergoing a strategic transformation. * Food and Beverage (Tadin Tea): Developed brand positioning, customer target, and brand activation. * Spirits Category (JrRevelry Bourbon): Startup launch. Developed consumer target, brand positioning, flavor strategy, and activation yielding distribution in BevMo, and Total Wine. * Health Care: Developed new patient outreach for new hospital.

vice president of marketing

f. gavina and sons, inc.

2006-1 - 2013-1 · 7 yrs 1 mo

brand manager

conagra foods

2004-1 - 2006-1 · 2 yrs 1 mo

Hunt’s Snack Pack Pudding Reported to Marketing Director as interim Sr. Brand Manager. Selected for a Brand Manager position prior to division out-of-state relocation. Lead associate on brand experiencing a significant restage.

senior associate brand manager

kraft foods group

2002-8 - 2004-9 · 2 yrs 2 mos

* June 2004 – September 2004 * Senior Associate Brand Manager, Tombstone Pizza & Jack’s Pizza (Equity Team) * Led 2005 brand plan development for Tombstone and Jack’s brands, which combined, delivered ~$550MM in revenue. Responsible for Tombstone’s ‘05 new product platform. Developed Jack’s new consumer communication strategy. * 2003 –2004 * Senior Associate Brand Manager, Jack’s Pizza & California Pizza Kitchen Frozen (CPK) * 2002- 2003 * Associate Brand Manager, Jack’s Pizza & California Pizza Kitchen Frozen