Rodrigo Islas

Experience

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  UM Worldwide

  Jun 2009 - Dec 2010

  Junior Media Planner

  UM is an IPG Mediabrands company (one of the Big six global agency groups).Responsible for Garnier media implementation.

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  Mindshare

  Dec 2010 - Sept 2012

  Mindshare is a WPP company (one of the Big six global agency groups).Responsible for L'Oréal Paris® and Maybelline New York® portfolios media planning, negotiation, and implementation in online and offline channels.- Accomplishments: +30% improvement in cost per rating point vs the same period last year, resulting in the biggest share of voice in the makeup category in 2012 for L'Oréal Paris Makeup and Maybelline New York. Responsible for Vichy Laboratoires® & Garnier® media implementation and optimization.

  • Senior Media Planner

    Dec 2011 - Sept 2012

  • Junior Media Planner

    Dec 2010 - Dec 2011
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  Telefónica

  Sept 2012 - Sept 2013

  Media Specialist

  Responsible for Movistar® media planning, optimization, and negotiation. Online and offline media strategies for prepaid and postpaid business units.• Developed cost-effective multichannel media plans to increase brand awareness against competitors.• Contributed to the online prepaid and postpaid acquisition strategies by assuring effective CPAs and CPLs.• Led effective advertising campaigns to increase ad recall and awareness. • Managed regional teams to augment prepaid refills with tactical activations.- Accomplishments: +5% earned media by optimizing 2013’s media plans. Show less

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  ACH Foods México®

  Oct 2014 - Sept 2016

  Associate Brand Manager

  Responsible for Aceite Capullo® brand image, strategy, and execution across all marketing touchpoints.• Created effective marketing plans to reach volume and trading profit goals in modern and traditional channels.• Developed measurable building blocks to attain sales goals by placing the right SKUs at the correct prices.• Supported sales and supply chain teams placing products to achieve competitive contribution margins from each client.• Led product launches.• Crafted and developed P&Ls to value projects, product introductions, and pricing scenarios. • Generated educational communication plans to position canola as the best edible oil formula by highlighting its healthy value proposition associated with the brand.• Created go-to-market visibility plans with the trade marketing and category management teams to increase awareness and ensure stock rotation.• Introduced executable communication plans to sustain Capullo’s TOM, while increasing brand equity and health metrics.• Led partnerships with "wellness" opinion leaders.• Structured product innovation pipelines.• Led market and competitor analysis.• Led pricing and cost analysis- Accomplishments: +200 bps in volume and +140 bps in value in the wholesale channel vs the same period last year, across all Nielsen regions with the “Capullo - Cash & Carry” plan. Show less

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  American Express

  Sept 2016 - Feb 2020

  Brand Manager

  • Led the brand strategy in Mexico across all marketing touchpoints for both B2C and B2B business units. • Led the International Agency Team (advertising, media, public relations, experiential, and influencer marketing agencies) through the end-to-end process (planning, execution, and optimization) to achieve KPIs for both, card member and card prospect strategies. • Managed agency transitions.• Developed cross-functional plans to increase brand health. • Managed all business units’ communication deployments through the governance process to assure B2C and B2B card members receive the correct number of messages. • Led the Advertising Review Board process guaranteeing all visual identity and brand guidelines were used correctly. • Planed and executed branding campaigns in Mexico (No vivas la vida sin ella - No hagas negocios sin ella) for both B2C and B2B business units.• Responsible for Netflix's Casa de las Flores product placement. • Introduced omnichannel innovations, across all business units to achieve higher CTRs, ORs and ARs. • Assisted the online acquisition of B2C and B2B units driving qualified NAAs. • Participated in product launches and revamps.• Worked across multifunctional teams.- Accomplishments: +2,000 bps in brand health tracker’s card prospect consideration vs the same period last year, +33% leads vs 2018 annual goal, and winner of a 2019 Effie Award (No Vivas la Vida Sin Ella). Show less

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  Worldline

  Mar 2020 - May 2022

  Regional Marketing and Communications Manager, Ingenico

  • Ingenico Mexico management board former member.• Developed brand building.• Planned and executed annual marketing and growth plans.• Led the digital marketing strategy.• Executed brand awareness campaigns.• Coordinated virtual and face-to-face events and tradeshows.• Led PR and public affairs strategies.• Generated and adapted demand generation marketing collateral to increase sales.• Created content.• Planed and executed social media and content strategies.• Delivered consistent solution messaging.• Led Market research strategies.• Directed partnerships with key trade associations.• Led budget management maintaining track of ROI calculation.• Collaborated in sales training.• Assisted with go-to-market strategies. - Accomplishments: First-time social media, blog, and email strategy launched in Mexico, achieving +40% leads vs the previous year. Show less

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  Amazon

  May 2022 - now

  Sales Account Manager, Financial Services & Automotive Verticals, Amazon Ads

  Amazon Ads helps brands create experiences that delight customers and deliver meaningful results. With our first-party insights, 300+ million worldwide active customer accounts, Amazon properties, and third-party publishers and exchanges—brands can reach the right audiences in the right places, both on and off Amazon.• Knowledge of Amazon Advertising full-funnel ad products and measurement to craft tailored proposals for customers.• Develop strategic relationships with key points of contact.• Exceed revenue targets for assigned book of business.• Develop annual brand and media strategies that map to customer objectives.• Develop campaign strategies and audience targeting recommendations.• Perform in-depth data analysis to form and deliver actionable recommendations for both short- and long-term advertising strategy.• Evaluate KPIs and optimize campaign performance using a data driven approach.• Educate advertisers on performance metrics, category trends/approaches, and consumer insights using existing and/or customized insights.• Work cross-functionally with sales and other Amazon partners to drive incremental revenue and increase advertiser satisfaction.- Accomplishments: +120% Book of Business Revenue Growth in 2024 (Full Year). Show less