Liza M.

Molinary
10350 West Bay Harbour Dr.
Bay Harbour, FL 33154
Cell: (305) 322-3180
lm7b1b16@westpost.net
SENIOR MARKETING PROFESSIONAL
STRATEGIC MARKETING
BRAND MANAGEMENT
Visionary Senior Marketing Professional with 15 years of proven
success. Turnaround expert who maximizes resources and displays comprehensive a
bility in Consumer Products and Financial Industries by accurately diagnosing si
tuations and identifying customer needs. Creative leader who builds profitable b
rands and businesses in highly competitive markets. Led numerous new product la
unches and integrated 360 communication campaigns to achieve aggressive growth.
Expert communicator who motivates employees, develops team personnel, and exhib
its a "can do" attitude. Fluent in written and spoken English and Spanish.
Specific expertise in the following:
* Strategic / Tactical Planning
* Hispanic Marketing
* P&L Management
* Brand Management
* Business Management
* Contract Negotiation
* Market Penetration
* Product Turnaround
* Business Development
PROFESSIONAL EXPERIENCE
The Western Union Company, Sunrise, FL
2007 - 2010
Global leader in money transfer services, bill payments and
prepaid services.
Product Manager USOB to Caribbean
2009 - 2010
Spearheaded turnaround of $100MM USOB Caribbean business.
Reported to USOB General Manager / VP.
* Devised comprehensive strategic roadmap and aligned resources
to turnaround the Jamaica business. Achieved transaction growth of +11% vs. -2
% in a downward economy, and gained +8 market share points.
* Awarded CEO's World Class Performance Award: Excellence in
Business Partnering US to Jamaica.
* Redesigned and executed pricing architecture for Haiti
upholding +20% price premium vs. competition. Propelled +9%
transaction growth vs. -2% in a contracting economy, transactions above $200 gre
w +6% vs. -17% and recaptured +3 share points.
Marketing Manager USOB Caribbean
2007 - 2008
Revamped go to market approach using consumer goods expertise.
Reported to USOB Marketing Director, Caribbean and Africa.
* Led the creation and US implementation, of "One Brand" single
communication platform for worldwide Caribbean diasporas
resulting in the insightful award winning "It Matters" campaign.
* Developed and implemented strategy to increase impact and ROI
of grassroots events changing the approach to drive incremental
volume vs. only awareness. New approach resulted in +20% volume lift for parti
cipating agents and increased marketing funds by +37% via co-marketing initiativ
es.
* Initiated strategy for single minded communication messages
thereby increasing new product rate of adoption to 31% vs. 5%,
improving positive brand perception to 74% vs. 67%, and growing
transactions by +5%.
Cadbury Schweppes Americas Beverages, Rye Brook, NY
2005 - 2007
Beverage business marketing more than 50 beverage brands to
consumers throughout North America.
Commercial Manager Red Juice Category
Directed new vision and strategic blueprint for $100M Hispanic
beverage brand Clamato. Reported to Director of Brand
Management.
* Redesigned go to market strategy concentrating on areas
yielding the greatest return when marketing budget was cut by
+30%.
* Brought to life the transformative essence of Clamato creating a personalized
Clamato experience increasing consumption +27%, acquiring +3% new users, and imp
roving brand awareness +6%.
* Led the first ever Clamato sales and marketing workshop thereby increasing col
laboration and overall team effectiveness. Achieved +9% top line revenue, +40%
to 50% sales increases on demo days, +91% average lift per store at Wal-Mart, a
nd +38% increase in account specific programs.
FB Foods, Miami, FL
2002 - 2004
Regional start-up that commercialized pre-packaged, refrigerated child lunch kit
s.
Brand Manager
Propelled startup Funny Bagels to growth in a Category dominated by Kraft's Food
s and ConAgra with less than 5% of their marketing budget. Reported to Brand D
irector.
* Relaunched and repositioned Funny Bagels to target tweens,
pioneering category-wide segmentation. Galvanized sales +66%,
increased brand awareness to 74% from 50% and gained 2 share
points from Kraft and ConAgra.
* Led cross functional task force to reduce operational costs by 30% championing
strategy to optimize product mix and
distribution.
* Negotiated with Motts and Coca Cola to place their products in Funny Bagels lu
nch boxes, thereby increasing product demand and reducing cost of goods sold by
50%.
Nestle Puerto Rico, Inc, Catano, Puerto Rico
1998 - 2002
Largest food, beverage and confectionery corporation in the
world.
Consumer Manager
2000 - 2002
Overhauled category with over 10 brands, 6 segments, over 150
SKUs and a dedicated direct sales force. Reported to General
Manager.
* Devised product portfolio strategy driving +25% increased
profitability, +22% sales increase, +16% seasonal sales growth,
and ranking for the first time ever Crunch, Baby Ruth and
Butterfinger in the top 10 brands in a Category with over 250
brands.
* Restructured and designed cutting edge Nestle Chocolate Fund
Raising program for schools. Program rose to #1 position in
Chocolate Category, increasing sales +32%, and revenue +37%.
* Capitalized on impulse aspect of Category to drive +23% sales
at checkouts, increase secondary expositions +25%, increase+15%
distribution in alternative trade channels and +25% in mass
merchandisers.
Assistant Brand Manager Nescafe
1998 - 2000
Devised and implemented turnaround strategy for Nescafe Brand.
Reported to Commercial Director.
* Reverted Nescafe's six year negative growth trend by
relaunching and repositioning brand, growing sales by +14% vs.
-6% CAGR and market share by 6 points.
EDUCATION
Masters of Business Administration (MBA) in Marketing
Interamerican University of Puerto Rico, Rio Piedras, Puerto
Rico
Bachelor of Arts (BA) in International Affairs
The George Washington University, Washington, D.C.
AWARDS
Western Union CEO's World Class Performance Awards
* 2009 - Excellence in Business Partnering US to Jamaica
* 2009 - Excellence in Top Line Revenue Growth US Outbound
* 2008 - Team Excellence US Outbound Team
* 2008 - Operational Excellence Hurricane Response Team
PROFESSIONAL TRAINING
Western Union: Product Management Training, Leadership Challenge
Workshop, and Leadership and Sales Development Seminar
Cadbury Schweppes: ALICE Consumer Insights Training, and Building
Commercial Capabilities Training
TECHNICAL SKILLS
Microsoft Office (PowerPoint, Excel, Word); Nielsen Nitro,
IRI Analyzer