1. PABLO CORREA RAMIREZ
Tel. 044 55 91 99 97 53
Mail: pcr6728@gmail.com
OBJECTIVE
A position as commercial global head within a transnational company or as general director of a company
with a commercial role.
SUMMARY
A successful career with increasing responsibilities, both within the consumer products and financial
service industry. Effective with all levels of management with an in depth knowledge of multi culture
business procedures, proactive, analytical, team builder and results oriented executive. Proven strengths
in the following areas:
•New business development •Strategic planning •Digital and social strategy
•Marketing plan development •Market segmentation •Negotiation
•Budget management •Brand Equity •Direct marketing
•Advertising •Promotion •Interpersonal skills
PROFESSIONAL EXPERIENCE
MASTERCARD 2003 – Today
Vice President Marketing for Mexico, and Central America 2010 – today
Vice president Marketing for Mexico and South America (excluding Brazil) 2008 – 2009
Vice President Marketing for México 2003 – 2007
 Designed business plan and commercial strategy for countries of responsibility achieving all goals
 Directed and designed all marketing initiatives, product preference platforms, public relations,
sponsorships, strategic alliances, promotions and advertising programs.
 Directed the marketing team to adjust strategy under a “restricted budget scenario” focusing in key
segments to drive an efficient growth in share and brand awareness with substantial less investment
than competition.
 Directed and executed the digital and social strategy by segment, building a 1.7 MM people
community.
 Successful launch of Youth strategy in Mexico.
 Double digit revenue growth, market share increase, continuous positive trend in preference
KPI’s.
 Managed a US$25 million annual budget in average.
CIE – HIPÓDROMO DE LAS AMERICAS 2001 – 2002
Marketing Director
 Developed business plan and commercial strategy
 Directed advertising and promotion strategies achieving 40 and 20% increase in # of visitors per
capita consumption growth.
 Drove the P&L from loss to break even in 2 years..
BBVA BANCOMER 1994 – 2000
Director Advertising and Marketing for Retail Banking 1999 – 2000
 Directed advertising and promotional strategy for retail banking as a new financial group.
 Launched “El Libretón” which resulted in a 100 million dollar increase in balances for the quarter.
 Directed new corporate communication strategy (“Brand advertising”) for the new bank. Improved
perceived image and reinforced brand awareness.
 Directed several promotional strategies for different products, migrating balances to more
profitable products, increasing global financial margin in almost 1%.
 Defined new corporate identity and directed its implementation to change new bank´s image in 3 -
6 months (Including corporate buildings, branches, formats, merchandising, brochures, etc.)

2. BANCOMER FINANCIAL GROUP
Director Advertising and Marketing for Financial Group 1998 - 1999
Marketing Subdirector for Retail Bank 1997 - 1998
Marketing Sub-director for Saving Accounts and Banking Products 1996 - 1997
Marketing Sub-director for Debit Cards 1994 - 1996
 Consolidated market leadership in debit cards increasing debit cards’ activity in more than 50%.
 Directed all communication and promotional programs for the financial group: brand corporate
strategy, advertising and promotional campaigns, promotional events, direct mail, etc.
 Reverted negative trend regarding bank´s image and built the highest brand awareness in the
industry.
 Consolidated “Bancaseguros” (insurance products) leadership
 Won more than 2 points in market share for credit cards, more than 200,000 internet users
inscribed to bancomer.com in 3 months, and kept a positive trend increasing financial margin for
saving and investment products.
 Managed annual budget: 70 million dollars, 5 sub-directions and a total of 30 people.
 Managed “Bancomer Educational Program” (Marketing with cause), gathering more than 1 million
students and teachers to participate.
 Directed promotional annual plan increasing the products by customer ratio in more than 30 base
points, decreased attrition with preferred customers in 10%.
 Directed communication strategy for Bancomer – Banca Promex merge
 Launched Visa Electron debit cards getting market leadership in 6 months.
KIMBERLY CLARK – MEXICO 1987 – 1994
Brand Manager (Huggies diapers, / Kleenex tissues / Aluminum foil / Paper napkins) 1989 – 1994
Assistant Brand Manager (Kleenex, Regio and Vogue bathroom tissue) 1988 – 1989
Marketing Research Analyst 1987 – 1988
 Developed marketing plan for different products and categories
 Defined positioning, image and pricing
 Developed communication strategies and launched different products
 Directed advertising and promotional campaigns
 Managed image changes, and marketing research
 During these 7 years we increased in sales and profits in Kleenex tissues increasing per capita
consumption, recovered market leadership in aluminum foil, gained more than 5 points in market
share with diapers, won leadership in paper napkins as a company.
EDUCATION
Bachelor of Business Administration Iberoamericana University 1986 – 1990
Business School – IPADE-AD1 2004 – 2005
References Upon request