pablo muniz - resume tma

Pablo E. [email protected] Mobile: 787.501.6222

Total package. Anglo and Multicultural. 20+ years of Client Services and Strategic Planning. National and International. Brand builder while also understanding their world at retail plus combining the understanding of the passive and active consumer mindset.

Worked at companies like The Integer Group, McCann Worldgroup, Leo Burnett, FCB, and Saatchi among others. Partner with clients such P&G, Colgate Palmolive, Coca Cola Co Starbucks, PepsiCo, MillerCoors, Kraft Foods, L'Oréal, Pfizer, GSK, MasterCard, FedEx, MLB, Warner Bros, GM, Honda, Mitsubishi Motors, the US ARMY, KFC, Taco Bell, Pizza Hut, JC Penney and Wal-Mart.

BeliefsStrategic Planning If you don’t know where you are going, it doesn't make a difference which path you take. "Vision without execution is hallucination." — Thomas A. Edison Strategic Planning can be considered the link that strongly holds the team focus and relationship by making

sure that there’s an agreement on the where, the how and the why.

Human Behavior I believe we are at a “Cultural Juncture”, a transition in social consciousness of historical scale. The consumer is hungry for real meaning and community. We are back to “simpler times”, a new set of family values.

The rise of the conscious brand That the consumer and brand relationship is no longer only about consumption. No longer a monologue; all

about a conversation; a mutually beneficial relationship. Respects its customers and acts like a good friend – transparent, honest, credible, fun, and human. Fosters real community and a two way collaboration. Makes a genuinely good products or service – no

“smokes and mirrors”. Gives them something to believe in, fall in love with, and want to be part of.

Shopper Marketing Essential to 360 relationship integration. Sell to the shopper, not the consumer. Collaborate - shopper insight and retailer collaboration are the central pillar of shopper marketing. Final purchase decision is made in favor of the product that provides the shopper with the most convenient

response to her or his shopping need. Not only does it deliver ROI, but shopper marketing contributes to brand-building efforts among a targeted

audience via the retail environment.

On Polycultural Marketing (Total Market Approach)

A marketing approach that is culturally inclusive and fully integrated, from insight to execution. It allows for Multicultural executions and programs, but is arching towards an inclusive, universal process and

work. The new faces of America are beyond ‘White’, ‘Black’, ‘Latino’, and ‘Asian’.

Experience

Pablo E. Muñiz Resume

mailto:[email protected]


Cuddle360 San Juan, PR (9/2009 – Present) - Strategic Planning, Shopper Marketing & Branding Consultant

Consumer@Site – consultant, analyst and go to market recommendations for research and mystery shopper programs for categories such as banking and the auto industry.

Angelic Rainbow Enterprises - Angelic Rainbow Enterprises - Consulting for a social change start-up focused on teens. Work focused on defining key needs for social needs on GenZ and their parents to define solution programs for their self-improvement.

McCann Erickson and Momentum San Juan - Strategic Planning Director and Account Services advisor. Responsible for establishing the strategic path for L’Oréal Paris (L’Oréal, Garnier, Maybelline, Lancôme and Essie - Puerto Rico and Caribbean), MasterCard (Puerto Rico and Caribbean), Pfizer Consumer Products, Kraft (Shopper Marketing, Dentyne and belVita, the Puerto Rico State Electoral Commission, General Motors Dealer Association, United Way).

ERC Group and Intacto – Strategic Planning Director for American Health Medicare (a SSS Insurance Company), Columbia College, Personna/Energizer, Pavía Health System, Pueblo Supermarkets, Reckitt Benckiser, Rovira Biscuits, Huertas Junior College, GSK, Honda de Puerto Rico, J&J (trade efforts) and JCPenney.

Puerto Rico Tourism Co. and American Airlines – Consulting include Global Tourism Data from the World Tourism Assoc., The Caribbean Tourism Assoc. and the Ecotourism Global Assoc. Develop the strategic platform and the go-to-market communications plan positioning Puerto Rico as a Medical Travel Destination. The PRTC is currently launching PR as a Medical and Eco-Tourism destination.

Integer Group, CO (1/2014 – 1/2016) - Polycultural Insights and Strategy Group Director

Responsible for developing the Strategic Multicultural efforts at Integer Nationwide. Worked with the Leadership Team in evolving the agency from Anglo to an Integrated Multicultural Marketing. Responsible for the strategic integration of key accounts such as Kellogg’s, Starbucks, MillerCoors, Lala,

Deoleo, AT&T, FedEx, Transamerica, Blue Moon, SAB Miller LATAM and Wrigley’s among others. In addition, working with partnerships between retailers such as Walmart, Target and Kroger among others to

deliver Shopper Marketing programs. Member of the New Business Team that won the Kellogg’s business in London for EMEA.

McCann San Juan, PR (4/2012 – 12/2013) - Strategic Planning, Shopper Marketing, Client Services Director

Began as strategic consultant and then hired as Strategic Planning, Shopper Marketing and Account Services Director. Responsible for the full integration of services including Advertising, Promotions, Digital/Web/Social/Search, Media, Promotions, Public Relations and Shopper Marketing.

Received the Strategic Planner highest qualification from MasterCard for the entire Latin America region. Recently assigned Strategic Planning efforts for MasterCard for the Caribbean region including Puerto Rico, Dominican Republic, Bahamas, Aruba and Jamaica.

ARCO Publicidad San Juan, PR (10/2002 – 8/2009) - VP Strategic Planning, Client Services and Shopper Marketing

Cultivated and established a Strategy philosophy culture. Client and Agency set and measured all efforts while gathering and sharing learning’s. Established the solution as part of all Arco’s efforts with prospective and current clientele roster at different levels.




Personal strategic initiatives measured as Best in Class by several multinational clients. Launched Shopper Marketing as part of the Agency service offerings. Grew to $24MM (Ranked #4) billings in 2009 from $4MM (Ranked #17) in 2002. Became #1 among

Independent agencies. Fastest Growing Agency and the #1 Client Retention Agency of the decade.

The Cartel Group San Antonio, Texas (5/2001 – 9/2002) - Chief Strategic Officer

Responsible for the restructure and rebranding of all service divisions into one 360 solution having the Cartel Strategic Services as the core of the brand. Chief Strategic Officer for the US ARMY, Capital One, JCPenney, Tecate, Cricket Wireless

After establishing new approach by 1st quarter of the year, AdWeek’s 2001 Total Industry Scorecard recognized The Cartel and ranked us among Top Three Agencies in the Southwest Region and among the Top 20 Nationwide.

Jumped into Top 10 (#7) US Hispanic agencies in billings from #31 in 2000. Became 2nd Largest Independent in the US Hispanic.

Bromley Communications San Antonio, Texas (2/2000 – 4/2001) - Group Account Director/Strategic Planning Director

Servicing P&G for the US Hispanic and Puerto Rico markets. Serviced account ranked top 3 for the US Hispanic market. Bromley ranked as Second largest US Hispanic Agency. Won an ADDY in 2000 for the Crest Whitening communication program.

Responsible for all integrated efforts for key P&G brands such as Crest, Charmin, Always, Pringles, Dawn, Vicks, Scope, Charmin, Downy and Bounty.

UNO COM / Square One, Inc. Dallas, TX (7/1998 – 1/2000) - Sr. VP Planning Director

US Hispanic Agency of the Year in the ''Se Habla Espanol'' awards. Servicing Major League Baseball International (USA) in charge of the MLB Opening Game between the San

Diego Padres and the Colorado Rockies. Miller Brewing Co. US Multicultural and Anglo Markets. Brands included Miller Lite (US Hispanic and Texas), Icehouse, Red Dog, Molson and special projects.

Leo Burnett P.R. San Juan, P.R. (3/1996 – 6/1998) - Client Services Director

Began as Account Director and later promoted to Client Services Director. Responsible as the Strategic Lead and integrator for accounts such as P&G, Kellogg’s, Medalla Light Beer,

PonceBank, Taco Maker and Black Label.




FCB/Park Advertising Guaynabo, P.R. (4/1993 to 2/1996) - Account Supervisor Management of such accounts as the Clorox Co., Taco Bell (P.R. and Latin America Regional Management),

Drypers Corp., Ralston Purina, Bristol Myers and the Seven Up Bottling Co. P.R. Responsible for strategic planning and market valuation in order to define Client’s categories market shares,

growth potential, and brand's marketing and sales strategies. Member of the new Business team which resulted in increased billings of over $2.0MM. Member of the Management Committee which defined agency’s business and development plans.

Skills Analytical –

o Through career I have been responsible for the analyzing and conversion of raw data into consumer, shopper and market insights.

o Strength of converging data from many sources into actionable planso Have analyzed and interpreted raw data for Clients such as:

P&G, Capital One, The US Army, Colgate Palmolive, The Clorox Co., Miller Brewing Co.,o Worked closely with partners such Nielsen, IRI, IPSOS among otherso Qualitative and Quantitative Research experience

Supervision - o Have been responsible of agencies and/or managing departments of over 60 people o Have managed and direct different agency divisions at the same time. Departments such as Strategic

Planning, Account Services, Shopper Marketing, New Business, Promotion and PR. Management Style –

o Put people to work where they can succeed and be most helpful to the businesso Maximize people strengths and minimize their weaknesses

o Rather have a person with no knowledge but hungry and passionate than a person with the knowledge but no passion.

Education University of Puerto Rico - Bachelor’s Degree in Marketing Interamerican University Puerto Rico – Advanced courses in Finance. Took all requisite concentration classes

for the Finance Master Degree as a self-advancement program.



pablo muniz - resume tma

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