ANTOINETTE DEL RIO
6303 NE Radford Dr, Apt. 3328 -‐ Seattle, WA 98115 • Tel: 206-‐979-‐6734 e-‐mail: email@example.com • website: www.tonidelrio.com
Consumer-‐Centric Marketing believer. Results driven and People Oriented. Creativity and Innovation Leader.
Skills Summary • • •
Business and Marketing Manager Brand Architect Digital and Social Media Strategist
• • •
Consumer-‐Centric Experiential Research Product Innovation for the Bottom of the Pyramid Deep knowledge Emerging Markets, specifically Hispanic Markets
Professional Experience Social Media Consultant Jan. 2010 to present • Univ. of Washington College of Arts & Science • Seattle, WA • Conduct quantitative and qualitative research with the target, UW CAS current students and alumni, to fine-‐tune targeting strategy and identify sub-‐sets with the highest potential to become members of the UW CAS community. • Design a social media plan to effectively communicate, connect and engage with UW CAS students and alumni. Brand Designer and Marketing Consultant 2009 to present • TEACHPERU • Peru TeachPeru (EnseñaPeru) was created to considerably increase the quality of education in Peru by enlisting the brightest university graduates as schools teachers in vulnerable communities. TeachPeru is part of the “Teach For America” and “Teach For All” network. • Conducted in-‐depth target understanding to define brand strategy. • Provide advice to Marketing Tactics and Planning. • Coach TeachPeru local team in Management and Marketing. Gillette Brand Manager 2007 to 2009 • PROCTER & GAMBLE • Latin America • Managed a $30MM/yr business and coached a 9-‐people multifunctional team. • Exceeded all business objectives: +40% growth in sales and profitable market share growth. This turned around the Gillette business, after integration with P&G, to a positive trend reaching 65% Value Market Share. • Led Latin America Project to convert unbranded low tier razors users to the Gillette premium disposable brand. Pilot results were outstanding and reapplied across the LA Region. Hair Care Category Brand Manager 2005 to 2007 • PROCTER & GAMBLE • Latin America • Managed P&G’s Hair Care portfolio: Pantene, Head & Shoulders, Pert and Herbal Essences and coached an 8-‐people multifunctional team. • Delivered double-‐digit growth in sales (+23%) reaching a new platform of $70MM/yr. • Set the right strategies to win with P&G strong Hair Care portfolio for Latin America. • Identified consumer needs and embrace the vision to generate innovation for the “traditional” channel (not Supermarket Chains) for the Hair Care business in Latin America. • Led P&G’s Latin America Innovation Hub. Peru’s pilot launch had outstanding results leading to a Regional expansion. Head & Shoulders and Pert Marketing Manager 2003 to 2005 • PROCTER & GAMBLE • Peru • Took H&S Business to a new platform. H&S grew +52% in sales and achieved 22% market share (Best in Class Shares in the Globe for the brand). • Launched the most successful H&S Product Initiatives in the brand’s history. • Worked with the biggest TV station in Peru to create a new communication platform for H&S. to successfully connect and bond with consumers. “Low Income Consumers” Expert Marketing Manager 2001 to 2003 • PROCTER & GAMBLE • Peru • Became Procter & Gamble expert in low-‐income consumers and emerging markets. • Created an organizational culture of passion for understanding low-‐income consumers. • Design and implemented “Living it” research methodology. This methodology consisted in cohabited at a low-‐income household for a week to a month. P&G has reapplied this approach to understand consumer around the world. • P&G Peru was recognized as the World’s #1 P&G Market in Low-‐Income understanding and innovation.
Education University of Washington • Seattle, WA 2009 to 2010 School of Communications -‐ Master of Communications in Digital Media Universidad del Pacifico • Lima, Peru 1996 to 2001 School of Business -‐ Bachelor of Science in Economics