Monica C.

Jarrell
15807 Fourmile Creek Court, Haymerket, VA 20169
(540) 532-0415 o mjb061f4@westpost.net
Permanent Work Authorization o No Visa Sponsorship Required
PROFESSIONAL SUMMARY
Bilingual (English & Spanish) Marketing / Product/Brand Manager and
Sales Professional with more than 18 years of experience in the
International and domestic US Hispanic market.
Key Skills
o Strategic & Tactical Market Planning o Marketing Leadership o Brand
Management o Product Development & Launch o Sales/Distribution
Channels o Market Research & Analysis
o Competitive Market Intelligence o Market Trend Analysis o New
Product Concept Testing

o Brand Activation Management o Campaign / Promotions Management o

Product Line Extension
o Product / Brand Positioning o P&L / Budget Management
PROFESSIONAL EXPERIENCE
Volunteer at Non-Profit
Organization-Key messages and Brand Strategy - Washington DC 2009 to
present
Currently helping a non-profit organization articulate their brand
strategy and key messages.
FGXI International 2008 - Present
North America's leading designer and marketer of non-prescription
reading glasses and sunglasses.
Field Marketing

* Responsible for efficient and profitable implementation of

marketing plan.
* Coordinate accounts for major retailers in the Mid-Atlantic
Region.
* Accounts include: CVS, Rite Aid, Giants, and Walgreens.
BS&A, Bogot, Colombia 2005 - 2007
Boutique marketing firm providing innovative research and strategic
advice which enables clients to make profitable business decisions
based on sound market, consumer research, and market intelligence.
Managing Partner
* Leveraged strong background in marketing research with
 multinational corporations.
* Rapidly built business from ground floor operation with zero
revenue into enterprise with annual billings of more than US
$500K.
* Established prominent client base. Accounts included: Johnson &
Johnson, Nestle, Bayer Co., and Unilever.
* Directed research team in conducting various projects in areas of
strategic marketing, advertising tracking analysis, proposal
development, pricing and survey analysis.
* Led concept testing for innovative college funding program,
TuCarrera; provided market data to corroborate strong support for
program and assisted with strategic actions in launching program.
* Performed detailed operations analysis and customer satisfaction
study to develop planning strategy for large textile manufacturer
establishing strong market position in rapidly changing market.
* Conducted in-depth business analysis for leading plastics
manufacturer experiencing negative sales growth.
* Recommended specific changes in the areas of innovation, sales
mix, marketing, and customer service that enabled turn around
sales and experience double-digit growth.
* Facilitated seminars on Branding / Product Positioning for sales
and marketing professionals of Bayer Co.

UNILEVER BestFoods CO., Several countries throughout Latin America

1995 - 2004
World's leading provider of consumer goods with more than 400 brands
of home, personal care, and food products. BestFoods brand was
acquired by Unilever in 2000.
Regional Business Unit Marketing Manager, 2002 - 2004
Progressive tenure hallmarked by a consistent progression across major
roles within the organization.
* Defined strategy, development, and execution of comprehensive
marketing plan to promote growth and penetration in regional
markets.
* Facilitated communications with customers, management, internal
departments, outside agencies, and vendors.
* Played integral role in product development activities for lines
representing US $50M in sales.
* Managed marketing budget of US $4.5M with oversight of team
consisting of 3 senior managers, 3 group managers, 1 trade
marketing manager, and 1 demand planner manager.
* Reported to Marketing Director and Latin America Business
Director.
* Recovered 10% in sales for the major brand over the previous year,
despite limited resources and highly competitive market
conditions. Launched the brand in different countries,
re-positioned it in Central America with innovative consumption
category extensions and revamped distribution channels in
Venezuela.
* Created, negotiated, and implemented strategic marketing plan to
re-launch the major brands in Latin America.
* Reduced marketing POP costs by 10% through contract negotiation,
new package designs, product developments and brand extensions.
* Developed and managed marketing team, which grew from 2 to 6
members, as brand categories expanded intro new Latin American
 markets.
Group Product Manager, 2001 - 2002
* Developed business for three major brands in the Andean Region.
* Managed internal staff of 3, Senior Product Manager, Trade
Marketing Manager, and Demand Planner
* Oversaw agency relationships in areas of new product development
and promotion, sales analysis, trade show management and brand
activation programs.
* Managed marketing budget of US $2.7M.
* Designed and implemented successful re-branding strategy which
entailed reformulation, new concepts and usages, new package
deliveries, comprehensive marketing / promotional campaigns and
new distribution approaches.
* Reversed declining sales to gain 10 points in distribution and a
12% increase in brand awareness.
* Increased net sales for major brands by 5% and recovered
distribution losses of 10 points.
Category Manager, 2000 - 2001

* Developed category management strategies, based on

industry/consumer trends and shopper insight, to develop highly
effective retail solutions including brand marketing materials,
product assortment, shelving, pricing and promotions.
* Drove new annual sales by US $50M through structuring a new
position for handling joint business with top national retailers.
* Introduced new function into sales and marketing areas that became
a standard company-wide practice in new business development.
Senior Product Manager, 1998 - 2000
* Managed end-to-end profitability for dressing brand category
representing US $30M in annual sales and US $7M in profit from
over 800 clients.
* Directed a staff of two marketing professionals with oversight of
demand management and financial planning.
* Managed marketing budget of US $2.5M. Reported directly to the
Commercial Director.
* Increased brand's market share from 2% to 12% in the Atlantic
zone, establishing it as #2 brand in the company.
* Maintained 55% market share for the brand despite market entry of
an aggressive competitor from Venezuela.
Product Manager, 1995 - 1998
* Responsible for US $25M in sales across a base of 800 clients
yielding US $7M in profits.
* Increased company's brand value by 17% and 18% for two consecutive
years despite national crisis and plunging market conditions.
Marketing & Advertising Research Manager, 1992 - 1995
Financial Analyst, 1989 - 1992
EDUCATION
MS in Marketing 1995
Technological Institute of Monterrey, Mexico / USA
Bachelor of Business Administration 1989
Universidad Libre, Cali, Colombia
* Degrees evaluated by World Education Services (W.E.S.), New York,
NY. Equivalent to a US Bachelor Degree in Marketing and a US
Bachelor of Business Administration from accredited institutions.
Evaluations available upon request (WES CERTIFICATION 624213 and
624213)
AWARDS & HONORS
American Marketing Association Judge Awards, 2009
M. Jarrell, p.3 of32
www.upwardlyglobal.org