Alex Vergara, Business Development, Marketing, Brand Management Executive

1. AL E X A N D E R VERGARA
407.342.6388 | avergara14236@gmail.com
STRAT E G I C BUSINE S S DE VE L OPME N T EXECUT I VE
CORPORATE PARTNERSHIP / SPORTS AND ATHLETICS INDUSTRY EXPERTISE / MARKETING & SALES LEADER
Ȃ Articulate, ambitious and results-driven business management professional with diverse industry expertise leading effective
business strategy, operations performance, and national sales and marketing initiatives in support of a Fortune 100
organization; extensive experience in executive leadership roles with Disney and the University of Miami Athletics
Department.
Ȃ Exceptionally innovative marketing strategist responsible for business development and brand definition for ESPN Wide
World of Sports at Walt Disney World Resort, sustaining $125MM in revenue.
Ȃ Expertise in leading teams of cross-functional professionals in the implementation of effective marketing/operational
strategies that drive gains in market share, distribution, revenue, and growth in the sports and athletics industry.
Ȃ Adept at managing budgets in the millions of dollars, while assuming a lead role managing strategic corporate partnerships
and alliances with brands that include Disney, ESPN, Coca Cola, Jostens, Champion, and HP.
C O R E C O M P E T E N C I E S
‚ Leadership of Sales and Marketing Strategy
‚ Driving Significant Revenue Growth
‚ Managing Multimillion Dollar Budgets
‚ Securing Corporate Alliances and Partnerships
‚ Large-Scale Project Management
‚ Effective Brand Positioning Strategy
‚ Integrating New Media and Technology Enhancements
‚ Expertise in Sports and Athletics Sales
‚ Working with External Marketing Agencies
‚ Developing Effective Business Models and Processes
‚ Expertise in Corporate Sponsorship Sales
‚ Ticket Sales and Services
‚ Maintaining Full P&L Accountability
R O F E S S I O N A L H I S T O R Y
1996 to Present: Walt Disney World Resort - ESPN Wide World of Sports, Orlando, FL
- Manager of Business Development (2011 to Present)
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A demonstrated record of success and achievement at the sports flagship property of Disney's worldwide theme park empire,
marked by a series of promotions to positions of increasing influence, authority, and accountability.
As Manager of Business Development, fulfill a key role innovating an effective sports industry marketing development strategy
for events spanning 70+ sports disciplines and 11 venues that drive $125MM in revenue for this state-of-the-art 250 acre
facility which hosts events for athletes of all ages and abilities.
Continually meet the challenge of identifying new event
opportunities sponsored by the company or in collaboration with
“IhadthepleasureofworkinghandinhandwithAlex
strategic corporate partners that include ESPN, New Balance,
tomarketandsellthe2014NCAAMen'sbasketball
Champion, HP, and Children’s Miracle Network. Exercise
tournamentthatwashostedhereinOrlando.Alexwas
supervisory authority over a team of two Area Managers.
ourinnovativeleaderwhotookontheresponsibility
Key Achievements
willinglytohelprepresentOrlandoasaleaderinthe
space.Wesuccessfullysoldoutthetournamentandby
‚ Introduced a process to govern all business development activity,
ensuring consistency and compliance with best practices for lead
farhadthebestregionaltournamentoftheyear.”
management, yield management, event valuation, and overall
MichaelF.,SeniorVicePresident
planning.
OrlandoMagic
‚ Assumed a lead role in the programming for the Disney Fit Challenge, a three-day event featuring age and skill divisions
hosted at the ESPN Wide World of Sports Complex that will test the speed, strength, skill, endurance, balance and power of
over 700+ participants.
‚ Direct all aspects of a 45-person sports industry leading management internship program.
‚ Improved the overall appeal of the organization by leading a $1.4MM project to deploy smart WiFi access throughout the
facility, enhancing data and video to positively impact the guest experience.

2. AL E X A N D E R VERGARA
407.342.6388 | avergara14236@gmail.com
2006 to 2011: Sports Marketing and Technology, Director
Led the launch and evolution of strategic marketing and branding services for ESPN Wide World of Sports, serving as a member
of the Executive Steering Committee and opening team tasked with growing this $100MM sports complex. Secured a $20MM
capital investment to expand and reimagine the brand. Engaged in the development of multiple business models to govern all
facets of business development, organizational change, Internet content, e-Commerce, brand sponsorship, media, intellectual
property, corporate synergy, licensing agreements, and special events.
Key Achievements
‚ Delivered exceptional results as the Project Leader for a $20MM,
18-month capital rebranding project integrating ESPN with over
“Alexisacreativeproblemsolverwiththeabilityto
40 divisions of the Walt Disney Company, engaging with
processinformationfromavarietyofsourcesand
stakeholders in brand integration, new media external marketing
identifymultipleapproachesandpossibilitiesbefore
agencies, and live programming.
choosingthebestcourseofaction.Heisanengaging
‚ Collaborated extensively with the Facilities Asset Management
leader,seenbyhissubordinatesandreportsasan
group of the Walt Disney Imagineering division, leading multiple
advocatefortheirdevelopmentandisabletomaximize
capital planning and redesign projects valued in excess of
theirparticipationandengagement.”
$50MM.
Dr.BillS.,Principal
‚ Served as the primary point of contact on all aspects of
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technology, new media, and online presence with the Walt Disney World Parks and Resorts online division; effectively
managed the B2B Internet Launch strategy.
‚ Directed live broadcast programming for the new media digital platform ESPN3, meeting or surpassing all programming
content targets.
2002 to 2006: Manager of Sports Marketing/Promotions
Maintained accountability for a sales and marketing budget in excess of $5MM, with authority over a team of 20 creative
services account professionals engaged in brand development, marketing, and sponsorship strategies in collaboration with
external agencies.
Key Achievements
‚ Achieved and sustained 10 consecutive years of record participant growth, anchored by the delivery of $75MM in revenue
from over 125 events.
‚ Secured over $1MM in annual labor savings by recruiting and training 10,000 volunteers engaged in local community
relations initiatives.
‚ Continually engaged in new market event discovery while leading special projects and third party programming.
‚ Secured strategic corporate partnerships and alliances valued at $2.5MM which expanded the base of corporate accounts by
200%; collaborated with partners to design innovative sponsorships and branding opportunities.
‚ Led technology initiatives that modernized facilities and improved the overall client experience with online registration,
wireless access, and content management, including the launch of four niche websites.
1996 to 2002: Sports Marketing Manager
As founding/opening team member which launched the sports tourism business at Walt Disney World, achieved outstanding
results in the sale of season tickets, group functions, and sponsorship opportunities for premium events that included spring
training for the Atlanta Braves, PGA Tour Event, NBA pre-draft camps and AAU, Old Spice Classic, Tampa Bay Buccaneers, US
Men’s Clay Court Championship, and the ACC Baseball Challenge.
Key Achievements
‚ Successfully secured $4MM in revenue, anchored by key events that included record-breaking Atlanta Braves spring training
sales with 125,000 in attendance.
‚ Envisioned, developed, and implemented the sports “Innovation” business series focusing on a 500-day strategic planning
cycle.

3. AL E X A N D E R VERGARA
407.342.6388 | avergara14236@gmail.com
1993 to 1996: University of Miami Athletic Department, Coral Gables, FL
- Director of Corporate Sales Marketing
Led all vision, strategy, and execution for corporate sales and marketing strategy for one of the largest athletic departments in
NCAA Division I, with accountability for the management of $2.8MM in sponsorship revenue. Established the account
management process governing all corporate sponsorships, ticket sales efforts, venue signage, and game sponsorships.
Effectively managed all facets of sales and marketing to position the organization as one of the top revenue-producing athletic
departments in the nation.
Key Achievements
‚ Shepherded the Alliance Marketing Program through a period of significant growth, securing partnerships with industry
leading brands that included Coca-Cola, Delta Air Lines, Gatorade, Blockbuster, Bacardi Imports, ATT, Nike and Sunshine
Network.
‚ Developed and deployed a long-term sales and marketing strategy entitled Target Miami; launching a group sales division to
capture revenue from commercial clients and community organizations while leading marketing campaigns aligned with the
interests of the Hispanic demographic.
‚ Captured a record 35% increase in net profit through an expansion of corporate sales partners to over 80 accounts.
‚ Managed a broad spectrum of marketing campaigns across radio, television, and other channels to drive $8MM in season
ticket and single game sales.
‚ Contributed additional service and expertise as a member of the Big East Marketing Committee, serving on local organizing
committee championship events that included sold out NCAA Basketball East Sweet 16 Regional and NCAA Baseball Regional
playoffs.
1991 to 1993: Continental Basketball Association, Denver, CO
- Vice President of Sponsorship and Team Services
Exercised decisive business leadership to direct national sales and marketing strategy for the official development league of the
NBA, comprised of 16 teams.
Key Achievements
‚ Served as the architect of multiple revenue-producing strategies and programs, including national sponsorship packages, a
league-wide merchandise retail licensing program, and the All Star game.
‚ Managed the Team Services Program, responsible for collaborating and consulting with local franchise operations to define,
focus, and clarify strategies for business development, ticket sales, sponsorships, media rights, and promotions.
Early Career
Director of Advertising/Public Relations – Athletic Attic Retail Company, Gainesville, FL
Sports Statistician – Turner Broadcasting Systems, Atlanta, GA
Assistant to Sports Information Director – University of Florida Sports Information Department, Gainesville, FL
E D U C A T I O N
Master of Business Administration – Stetson University
Summa Cum Laude, Honors, Beta Gamma Sigma
Bachelor of Science Degree in Broadcast Production – University of Florida Weimer Journalism and Communications School
C O M M U N I T Y A C T I V I T Y
Co-Chair, Sales/Marketing Committee of the 2014 NCAA 2nd/3rd Round Basketball Championships, Central Florida Sports
Commission
Board of Advisors, University of Central Florida, Devos Sports Management MBA
Member of the Sports Media/Marketing Advisory Board, Full Sail University
Member of the Regional Advisory Council, University of South Florida Sports Management/MBA Program
University of Florida, National Alumni Association, Board of Directors, 3-term member
CAREER PORTFOLIO AVAILABLE UPON REQUEST