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QUE HAN FORJADO LA TV HISPANA EN ESTADOS UNIDOS

 
CONFERENCISTAS
 
 

José Cancela

 
 

José Del Cueto

 
 

César Melgoza

 
 
 
 
 
 
 
 

Mauricio Gerson

 
 

Douglas Darfield

 
 

John de Armas

 
 

Lucia Rodríguez

 
 

Francisco Ríos

 
 

Perla Farías

 
 

Camilo Bernal

 
 

Marcela Laura Citterio

 
 

Bilai Joa Silar

 
 

Leonardo Aranguibel

 
 

Luis Zelkowicz

 
 

Alejandro Bernal

 
 

Gil Ehrenkranz

 
 

Damaris Valero

 
 

Luis Manzo

 
 

Ariel Matzkin

 
 

Pablo Goldstein

 
 

Rodolfo J. Luisis

 
 

Mauro Alencar

 
 

Lucía Suárez

 
 

Mario Beguiristain

 
 

Olga Connor

 
 

Patricia Thompson

 
 

Guillermo Cusnaider

 
 

Freddy Trujillo

 
 

Gustavo Godoy

 
 

Tito Rojas

 
 

Carolina Padilla

 
 

José Luis Rodríguez

 
Carolina Padilla

 

Carolina Padilla has extensive experience and proven success in the TV and entertainment industries, growing subscriber base, increasing market share, retaining customers and surpassing revenue goals. She is currently supporting industry players wanting to improve their presence and expand their actions within the Hispanic TV industry through development of marketing strategy and plans. As the former Director of Multicultural Marketing for DISH Network, her responsibilities included development of marketing strategy for DISH Network’s DishLATINO Hispanic segment, as well as for more than a dozen of DISH Network’s international channels within its International Business Department. Carolina , increase awareness of DISH Network multicultural programming packages, and define their correspondent pricing strategies. During her time at EchoStar, Carolina has led the most recent repackaging of DishLATINO; developed a thorough segmentation analysis to identify potential Latino targets and the impact of acculturation on U.S. Hispanic TV viewing habits; enhanced DishLATINO brand positioning and creative; created and

 
 

implemented nationwide retail programs; and led all DishLATINO media tactics, retention and loyalty campaigns, merchandising programs, promotional initiatives, grassroots campaigns, and joint marketing initiatives with programmers to meet growth objectives.

Prior to DISH Network, Carolina worked as Director of Film, Marketing and Sales at Sonora Entertainment Group, a company within the entertainment industry focused on the theatrical exhibition of Hollywood and Latin American movies catering to U.S. Hispanics. During her tenure at Sonora EG, she integrated public relations, film, advertising and promotional strategies that resulted in a strong increase of attendance rates; negotiated prominent coverage in general market and Hispanic mass media outlets, garnering optimized media contracts; and developed on-screen advertisements and lobby programs, maximizing nationwide sales of cinema advertising. She also served as the Hispanic Marketing Advisor for Black Diamond Concepts, an advertising agency located in Colorado, was a Brand Manager for Empresas Polar, a company related to the PepsiCo/Frito-Lay Group in Latin America, and also worked as a Senior Business Consultant for Andersen Consulting Worldwide.

Carolina earned a B.A. in Accounting from the Universidad Católica Andres Bello in Caracas, Venezuela, having achieved a degree with distinction, and an M.B.A. degree with honors from INCAE Business School in Costa Rica, created by the Harvard Business School and President John F. Kennedy. She also attended strategic and business specialization courses at IESE – University of Navarra in Spain. Carolina is a member of NSHMBA, National Society of Hispanic MBAs. In her career progression, she has worked with different organizations such as the Denver Hispanic Chamber of Commerce, Dallas/FTW Hispanic Chamber of Commerce, the Mexican, Peruvian and Colombian Consulates, LULAC and Chicanos por La Causa. 


SR. DIRECTOR / VP – MARKETING / SALES
Advertising / Promotions / Budgets / International / Multicultural / Market Research & Analysis / P&LProduct Development / CRM / Multiple Products and Channels/ Brand Management / Customer Acquisition and Retention / Retail Marketing / Strategic Business Planning

Proactive business leader able to create innovative solutions while leading multifunctional teams.  Developed and renewed alliances to improve revenue and market share.  Proven record of increasing revenue, developing products, opening distribution channels, building new markets and negotiating for trade marketing/advertising funds and tariff agreements.  Strong utilization of financials and analysis based on research and consumer trends for companies such as Holsum, Wyeth Laboratories, Pepsi Cola, and Quaker Oats.

  • Increased 60% DishLATINO subs base, improved 10+ times cost per call, increased 45%+ retail sales, reduced churn in 20% and increased revenue by 50% annually. Consistently exceeded budget and subscriber projections.
  • Increased 15% the DishINTERNATIONAL business subs base and generated revenue 19% over budget.
  • Improved attendance rates 45%, increasing customer satisfaction 30% for Cinema Latino.
  • Created guidelines to establish multicultural marketing process for clients of Black Diamond.
  • Launched standardized sales and distributions globally and established organizational model for Polar.
  • Collaborated with R&D to develop new product and create new packaging for Polar-Mavesa.
  • Generated revenue 8% over budget and secured continued financing for Cinema Latino. 

Key skills: Developing strategic business planning and analysis. Analyzing product contribution and marketing investment.  Developing and implementing marketing and branding strategies:  Product marketing, NPV and ROI analysis, consumer direct response marketing campaign development, execution and measurement; retail sales channel management; personnel management; budget and operations planning. Developing on-line and multicultural marketing. Generating and retaining strategic alliances.  Initiating product improvements, combining marketing of related products.

CAREER SUMMARY
Director of Multicultural Marketing, EchoStar Satellite L.L.C. (Dish Network), 2004 to 2008. , increase awareness of DISH Network multicultural programming packages, and define their correspondent pricing strategies. Managed million dollar marketing investments in the development, execution and measurement of multi-tactical direct response, retail and retention marketing campaigns with TV Programmers, retailers and Telco partners.

– DishLATINO and DishINTERNATIONAL Businesses – Develop and implement marketing budget of $40M+ for the Latino and International business units of a Fortune 500 Satellite TV organization. Control $920M+ in annual revenue for the Latino and International businesses. Lead nationwide media tactics, retention and loyalty campaigns, merchandising programs, promotional initiatives, grassroots campaigns, customer referral programs, as well as joint marketing initiatives with TV programmers to meet growth objectives.

  • Drove business rebound in first full year on the job turning ’04 Latino gross subscriber decline into strong increase in subsequent years. Penetrated new markets countering cable and satellite competition.
  • Led annual strategic planning, new business development and implementation, annual budget planning, long-term growth planning, financial and operational control including cost control and revenue generation initiatives.
  • Led the development, execution and analysis of a wide array of multicultural marketing efforts using traditional (TV, print, radio) and non traditional media (online, direct mail, grassroots) targeting U.S. Hispanic, African American, Chinese, South Asian, Filipino, Korean, Pakistani, Portuguese, Italian, French, Polish, Russian, and other ethnic consumers. Increased Latino Direct Sales Business 1.8 times while enhanced our CPDA 14 times from 2004 to date; and improved ~30% average CPA for other language groups.
  • Launched new packages, led repackaging analysis and product recommendations including new channel additions and evaluation of potential takedowns. Launched new technologies (HD, DVR) to target Latino and ethnic markets.
  • Created and implemented nationwide retail programs, established innovative promotions, volume-based incentives, distributed 5K+ kits on a quarterly basis, 40% more marketing collaterals with no incremental costs. Enhanced replenishment / distribution strategy; resulting in 45% incremental retail sales in 2006 and 2007.
Optimized media buying and launched media effectiveness programs to create discipline for tracking CPC, CPA, ROI. Improved DishLATINO CPC in 10+ times CPDA in 90%, CPA in 20% and ROI in 40% in 2005- 2006.
  • Led employee hiring, training, and supervision. Led staffs of up to 30 to cover all marketing initiatives and significantly upgraded talent on the Latino and International teams.
  • Developed thorough segmentation analysis to identify Latino targets and the impact of acculturation on U.S. Hispanic TV viewing habits and their adoption of new technologies. Engaged same analysis for other ethnic groups.
  • Refreshed brand image and defined creative standards for DishLATINO and DishINTERNATIONAL brands and multiple packages.
  • Responsible for P&L reporting to the senior executive team on subscriber growth, revenue growth, and churn rates relative to subscriber budget. Consistently met or exceeded annual budget and subscriber projections.
  • Had oversight combined retention efforts including campaigns to improve save ratios of CSRs, win-back rates, increase frequency of loyalty programs, and strengthen customer education about payment methods, programming value, existing customer promotions such as DishMover and Dish’n it Up (equipment promotions). Implemented retail retention seminars, extended referral campaigns to Latino retailers. Reduced churn in 20% to keep similar levels than GM and improved save ratios by 57% vs. 2004, extending customer lifecycle in 10 months average.

– Dish Network Prepaid Business – DishNOW! ¡DishYA!. Led research, financial, operational and business evaluations to support the prepaid line of business, and determine long-term fit within DishNetwork business model.

  • Managed creative, positioning, traditional and non traditional media, product development, financial and operational responsibilities. Targeted at the under-served and credit-challenged segments of the population (Hispanics, African-Americans, Native Americans).
  • Developed processes and guided software engineering team in developing practical applications for prepaid clients that could be immediately implemented to improve customer satisfaction and increase prepaid reload opportunities.

Director of Film, Marketing and Sales, Sonora Entertainment Group, 2003 to 2004.  Developed and implemented $600K budget for Latino entertainment organization.  Led marketing staff, film-buyer, Operations and Theater Managers to meet company objectives.

  • Initiated integrated PR, advertising and promotional strategy. Obtained free advertising and optimized media.
  • Negotiated with Hollywood and Latin-American Studios to obtain films for Latino audience.
  • Collaborated for prominent coverage in general market and Hispanic mass media outlets.  
  • Developed slide-ads and lobby program, maximizing nationwide sales of cinema advertising.
  • Refreshed Cinema Latino brand image and standardized usage in all creative documents.
  • Penetrated new markets, launching new theater in Phoenix. 

Hispanic Marketing Advisor, Black Diamond Concepts, 2003.  Developed marketing strategies, segmentation, positioning, demographics and analyses for consulting company focusing on Hispanic market. 

  • Established PR and promotional activities.
  • Designed and implemented surveys and research focused on Latino population in Colorado.
  • Created marketing programs, initiatives and materials focused on US Hispanic market.

Product Manager, Empresas Polar, 2000 to 2002  Led brand development of Mazeite and Rikesa for related business for PepsiCo/Frito-Lay division.  Directed marketing and sales efforts. Created and implemented marketing budgets of $1.2M+.

  • Developed strategic direction through long and short term marketing plans.
  • Led sales, developing pricing, promotions, distribution, and merchandising strategies to meet the growth objectives in five regions. Oversaw brand P&L, achieving profitable brand objectives.
  • Conducted brand and market research. Implemented brand communication, positioning and advertising strategies.
  • Assessed distribution channels for corporate and brand objectives. Standardized commercial practices. Trained sales force and distribution coordinators.
  • Negotiated collaborative effort with Frito-Lay Latin America brand managers, Andean Region Specialists on developing allied products focused on Latin-America markets.
  • Collaborated on beer promotions focusing on positioning and advertising campaigns, joining forces with Brewery Business Unit, Corporate Advertising Manager and advertising agencies.
  • Earlier served as project manager enhancing wholesale and retail channels. 

Senior Business Consultant, Andersen Worldwide, 1993 to 1998.  Led benchmarking practices, sales automation, marketing analysis and process design.  Conducted staff training of 60+ people.

  • Designed and implemented business strategy and vision / mission standard.
  • Analyzed business cycles, creating methodologies for improving business results. 
  • Improved risk management tools.  Successfully led change management and ISO 9000 projects.
  • Consulted clients such as Cervecera BRAHMA, Holsum,  Wyeth Laboratories, Pepsi-Cola Panamericana, and Quaker Oats de Venezuela.

EDUCATION AND PROFESSIONAL AFFILIATIONS
MBA,  Harvard Business School, (INCAE, Costa Rica branch created by President John F. Kennedy).  Degree with honors.     
 
BA, Accounting, Universidad Catolica Andres Bello. Ranked in the upper 10% of graduating class.

NSHMBA, National Society of Hispanic MBA’s.  Denver Hispanic Chamber of Commerce, Marketing Committee.  Liaison  to Mexican Consulate on behalf of US Hispanic community.  AMA, American Marketing Association. Hispanic TV Summit, 2006 and 2007 panelist.