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leoalvarez72@hotmail.com
www.linkedin.com/in/LeoAlvarezProfile
SUMMARY
Talented bilingual product marketing manager professional with proven experience developing and
executing strategic marketing plans based on research, segmentation, voice of the customer and
return on marketing investment in B2B and B2C environments. Demonstrates know-how developing
and managing product differentiation, value proposition, brand and marketing collateral. Serves
advertising, public relations and web development agencies well with solid implementation of
marketing campaigns and promotional events that generate qualified leads in retail and distribution
channels. Solid foundation carrying out web development, search engine optimization (SEO), social
media activities and retail merchandising.
BUSINESS SKILLS
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LEO ALVAREZ
Greater Denver Area
303.505.7918
leoalvarez72@hotmail.com
www.linkedin.com/in/LeoAlvarezProfile
PROFESSIONAL EXPERIENCE
Practical Unified Marketing | Denver, CO
Sr. Marketing Consultant | January 2015 - Present
Marketing and product management consulting firm helping small and start up business in Colorado
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Customize marketing strategies for business owners as an essential extension to their team
Facilitate businesses finding their market niche through marketing research
Help businesses find their value proposition, offering differentiation and positioning
Develop web and social media presence and strategy that leverages established brand equity
Design small budget marketing campaigns resulting in lead generation and brand awareness
Help develop product road map plans with on-ramps for all layers of the organization
Assist with pricing strategy to improve the long-term brand positioning
Facilitate voice of customer and implement product and service surveys
Develop marketing collateral
Coordinate sales and promotional events
LEO ALVAREZ
Greater Denver Area
303.505.7918
leoalvarez72@hotmail.com
www.linkedin.com/in/LeoAlvarezProfile
o Executed strategic market activities including competitive analysis, customer segmentation, branding
and product positioning
o Executed strategic marketing plans and campaigns using web SEO, social media, articles and
advertising on trade printed and web magazines, local and global trade shows, webinars and email
marketing
o Increased lead generation by 30% while using 10% less marketing budget
o Directed marketing communications including branding, public relations, advertising, white papers,
trade shows and events, collateral materials, website and social media design and content
o Directed advertising, public relations and web development firms to execute marketing objectives
LEO ALVAREZ
Greater Denver Area
303.505.7918
leoalvarez72@hotmail.com
www.linkedin.com/in/LeoAlvarezProfile
o Recruited 75 insulation contractors to adopt the new program in less than 1 year
o Generated more than 1,100 re-insulation jobs from February 2007 to November 2007, with a 30%
contribution margin
o Developed and implemented programs advertisement and marketing tools to support the independent
contractor and retail channels with an attitude that embraces change
o Led the creation of advertisement and marketing tools for both professional contractors and retail
customers facilitating their success
o Directed 3rd party marketing, public relations and advertising agencies to the next level in their
business
o Designed and implemented measurement tools to track and report customers adoption and success
on the re-insulation business
Goodman Manufacturing Company | www.goodmanmfg.com | Houston, TX
Global manufacturer of residential and commercial HVAC equipment.
Product Marketing Manager, HVAC Split Systems | May 2003 October 2006
Supported the Sr. Product Manager leading the product portfolio, its road map and profitability. Managed the
development and commercialization of new products, set pricing strategies and collaborated with the product
engineering team executing cost optimization projects.
Highlights: Using MS Access and Excel created an electronic tool that helped internal users and
customers select the best ARI rated Goodman and Amana equipment combinations. This tool
streamlined the selection process helping the company inventory the most common products and
allowed the customers to order exactly what they needed. Led through many obstacles the
development and commercialization of the export product line.
o Created automated tools that streamlined for customers the selection of HVAC systems
o Developed and delivered sales presentations closing business with HVAC independent contractors
o Introduced the Goodman and Amana Indoor Air Quality and thermostats products with great
enthusiasm and success
o Led a cross-functional team to develop and commercialize a new export product line
o Managed the pricing and marketing materials of the export product line
Inventory Planner and Logistics | August 2000 April 2003
Managed the forecasting, deployment and inventory of 120 products sold through distributors in the Midwest
US and Canada.
Highlights: Integral part of the team that re-created the logistics and inventory management strategy,
processes and planning tools. This reorganization and implementation of new processes and tools
allowed the company to manufacture and inventory products based on customer demand, product
seasonality and production schedules.
LEO ALVAREZ
Greater Denver Area
303.505.7918
leoalvarez72@hotmail.com
www.linkedin.com/in/LeoAlvarezProfile
o Partnered with customers on a daily basis to adjust and improve their monthly sales forecast
o Developed, implemented and managed the forecast and allocation by customer/SKU based on sales
performance.
o Collaborated with the Sales and Customer Service teams to understand customers trends
o Reported the inventory levels and sales forecast for all the customers in my region
o Worked with the team that implemented the new inventory planning process reducing on-hand
inventory by 35%.
EDUCATION
University of St. Thomas | Houston, TX | 1999 - 2000
Master in Science of International Business
Xavier University | Cincinnati, OH | 1997 - 1998
Master of Business Administration
University de la Sabana | Bogota, Colombia | 1991 - 1996
Business Administration