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DENNIS R. CAICEDO
Laurel, MD 20724
Mobile: (301) 538-4660
dennis@solucioninc.com
During my comprehensive career as a Sales Management Leader in the Media Industry,
I have gained considerable business development and client relations experience. I have
made a positive contribution to the success of my employers through my expertise in
account management, research, business development, and through my superior
knowledge of Media industry trends and a strong background in U.S. Hispanic Media and
Consumer Marketing. This along with my ability to help each and every client attain their
goals for market share and brand awareness makes me an ideal candidate for a position
with your organization.
Throughout a rewarding career, I have counseled and worked alongside clients within a
wide range of business categories, including Ad Agencies and PR Firms and with decision
makers from small business owners to senior level corporate executives; both in the
private and public sectors. I am regarded as a subject matter expert in driving sales
development and creating high performance teams in the Media Sales Industry, and
as an innovative and high performance business development professional, I am confident
that I would be a valuable asset to your team.
My experience and qualifications include...
- A broad knowledge of the Media landscape (On-Line, Radio, TV & Print) with a strong
background in Sales Management, Media & Market Research, Sales Training, Event
Planning and Execution and Non-Traditional Revenue Development and Production.
- Expertise in the design and execution of multifaceted marketing programs to enhance
internal and external client brand recognition and sales.
- The full development and administration of cross-platform advertising / marketing
programs, sales packages and promotions to help generate $ millions in Non-
Traditional revenue.
- Sales Training & Business Development…guiding Account Executives to target and
cultivate business opportunities outside of their “comfort zone”.
The accompanying resume can give you an overview of my strengths and my potential for
making a meaningful contribution to your organization. I look forward to the opportunity
to exchange knowledge, ideas and industry experiences and to discover what I could
immediately offer to help you achieve your key objectives.
Thank you and Continued Success,
Dennis R. Caicedo / Linkedin.com ( http://www.linkedin.com/in/dcaicedo )
D E N N I S R . C A I C E D O
Laurel, MD 20724  301-538-4660  dennis@solucioninc.com
B u s i n e s s D e v e l o p m e n t L e a d e r
Results-focused leader specializing in Strategic Business Development eager to contribute expertise in sales,
marketing and advertising/promotion toward supporting the employer in maximizing performance objectives.
Track record of driving superior results through strong business development, marketing and employee
development efforts. Expertise in broad-based media sales industry including: Radio, Television, Internet,
Mobile, Print and Out of Home advertising. http://www.linkedin.com/in/dcaicedo
K e y S k i l l s S u m m a r y
Expertise in Media Trends and Consumer Research
Full Cycle Sales Management
Forecasting, Strategic Planning and Budgeting
Key Account Management
Marketing and Advertising Plan Design
Extensive Knowledge of the US Hispanic Market
Business to Business Sales
Media Relations and Communications
Non-Traditional & New Business Development
Media Planning and Buying
Sales Training Development & Delivery
Superior Presentation/Communication Skills
P r o f e s s i o n a l H i s t o r y
Managing Director
SOLUCION LLC Sales & Marketing Consultancy / Laurel, MD 04/08 to PRESENT
VivaMiami.TV Digital Video Production & Marketing
 Solucion Inc. has created affiliations and partnerships with other industry experts in New Media and other
consumer-centric disciplines that offer marketing and business development solutions primarily for SMB’s.
 Solucion LLC. is the parent company of Mercado87.com a targeted On-Line Business Directory built
especially for Local Businesses and powered by Local Radio. Designed to assist Radio Stations generate new
revenue by providing current or new radio advertisers with a valuable on-line and mobile marketing platform.
 Solucion LLC is geared towards elevating business awareness and motivating sales through more dynamic and
cost-efficient advertising and marketing platforms. Solucion LLC. has created affiliations and partnerships
with other industry experts in new media and other consumer-centric disciplines offering enhanced marketing
practices to improve effectiveness in reaching target consumers.
 Solucion LLC also offers a full range of services within the core competencies of marketing, research and
advertising. Areas of discipline include: Strategic Planning, Grassroots Marketing, Creative Development and
Production, Consumer Research, Media Planning and Buying, Public Relations and Promotions.
General Sales Manager
Media One Inc. / WDCN-FM La Nueva 87.7 / Washington DC DMA 09/13 to 7/14
 Management and sales staff development. Generating consistent, profitable growth in sales revenues through
positive planning, deployment & personnel management. Formulated objectives, strategies and action plans to
improve short- and long-term sales and earnings. Prepared current sales policies, practices & procedures.
Improved presentation strategies, competitive strategies to maximize sales opportunities.
Vice President – Advertising Sales
WGEN-TV / Caracol Television / Miami, FL 11/09 to 07/10
 Leadership and coordination of TV Station's Sales and Marketing functions. Developed and implemented
strategies to achieve business goals. Established and implemented short and long-range goals, objectives,
policies, and operating procedures.
 Within 7 months, recaptured 30% of lost revenue in 2009 to equal revenue in 2008 resulting in the largest
growth increase in the history of the TV station.
 Supervised the preparation, issuance, and delivery of sales materials, exhibits, and promotional programs.
Identified marketing opportunities, direct marketing, and new project development.
Dennis Caicedo  Laurel, MD 20724  301-538-4660  dennis@solucioninc.com
Local Sales Manager
CBS RADIO / WLZL-FM - EL ZOL 99.1 / Washington, DC. 05/06 to 03/08
 Led business development initiatives and oversaw a staff of 9 Account Executives; consistently exceeded
targeted goals for monthly sales for an average growth of 5% annually.
 Drove sales efforts through the creation of new and innovative grass-roots & theme-based promotions
including three successful Career Fairs returning a 9 to 1 return-on-investment.
 Coordinated with Programming and Promotions departments to conceive Non-Traditional Sales opportunities
including special events, interactive / digital, and integrated marketing programs.
Director of Sales
MEGA Communications ( WBZS-WBPS-FM & WKDL-AM ) / Washington, DC. 01/04 to 05/06
 Recruited, hired, trained, all new / high-performance sales force; Maintained complete accountability for the
development of pricing schedules, budgeting and forecasting models to support sales efforts.
 Led aggressive efforts to secure new market share through the creation and execution of new sales and
research materials.
 Implemented a key account management and sales reporting system to monitor performance indicators,
identified gaps to capturing potential business.
National Director of Sales Research & Business Development
SBS / Spanish Broadcasting System / Miami, FL 04/02 to 07/03
 Reported directly to the CFO and V.P. of Sales; coordinated efforts to drive SBS Sales Research with focus
on business development and implemented aggressive plans to increase market awareness and sales results
for 26 SBS radio stations in 7 of the top 10 U.S. Hispanic markets & Internet entity (LaMusica.com).
 Played an integral role in leading efforts to drive new business development efforts - generating $1.5MM
in new business sales.
 Grew partnership with local and national sales teams to create cutting edge advertising and marketing
strategies to gain additional revenues; researched market trends to capitalize on opportunities.
 Created and presented sales materials to new and existing major accounts; built lucrative business
relationships with key decision makers throughout the US to support SBS sales development.
NTR Director /Director of Research & Business Development
HBC / Hispanic Broadcasting Corp (Univision Radio) / Miami, FL 06/98 to 03/02
 Oversaw day to day activities for 30 Sales Representatives tasked with driving new sales opportunities through
a variety of non-traditional business platforms including; integrated marketing and cross-promotional partnerships.
 Led department to generating over $1.2MM in annual sales, achieved 162% of goal.
 Drove aggressive business development efforts to capture market share in the Hispanic segment; coordinated
with local & national sales teams to create new business opportunities; Regained $2MM in lost business sales.
Local Sales Manager / Advertising Sales
TCI / AT&T Cable Television / Miami, FL 1 0/94 to 06/98
 Led the establishment of a new sales department; successfully recruited, hired, trained, and developed high-
performance new sales force.
 Created fiscal, operational and business development goals and objectives, set benchmarks for sales revenue
and growth and defined revenue goals for individual members of the team.
 Managed and monitored individualized sales strategies to ensure optimum performance and subsequently
exceeded annual goals by 20% in year one, and by 12% for each following year.
E d u c a t i o n / A f f i l i a t i o n s
Roanoke College, Salem, VA - Bachelor of Arts Degree in Sociology / Psychology
Sales Training: Dale Carnegie, Equitable ( Series 6 Licensed ), Xerox (TCI) and Chris Lytle Sales (SBS)
CHLI – Congressional Hispanic Leadership Institute; Maryland Hispanic Chamber of Commerce; Florida
Hispanic Chamber of Commerce: Montgomery County Hispanic Chamber. .

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Dennis Caicedo - Cover & Resume

  • 1. DENNIS R. CAICEDO Laurel, MD 20724 Mobile: (301) 538-4660 dennis@solucioninc.com During my comprehensive career as a Sales Management Leader in the Media Industry, I have gained considerable business development and client relations experience. I have made a positive contribution to the success of my employers through my expertise in account management, research, business development, and through my superior knowledge of Media industry trends and a strong background in U.S. Hispanic Media and Consumer Marketing. This along with my ability to help each and every client attain their goals for market share and brand awareness makes me an ideal candidate for a position with your organization. Throughout a rewarding career, I have counseled and worked alongside clients within a wide range of business categories, including Ad Agencies and PR Firms and with decision makers from small business owners to senior level corporate executives; both in the private and public sectors. I am regarded as a subject matter expert in driving sales development and creating high performance teams in the Media Sales Industry, and as an innovative and high performance business development professional, I am confident that I would be a valuable asset to your team. My experience and qualifications include... - A broad knowledge of the Media landscape (On-Line, Radio, TV & Print) with a strong background in Sales Management, Media & Market Research, Sales Training, Event Planning and Execution and Non-Traditional Revenue Development and Production. - Expertise in the design and execution of multifaceted marketing programs to enhance internal and external client brand recognition and sales. - The full development and administration of cross-platform advertising / marketing programs, sales packages and promotions to help generate $ millions in Non- Traditional revenue. - Sales Training & Business Development…guiding Account Executives to target and cultivate business opportunities outside of their “comfort zone”. The accompanying resume can give you an overview of my strengths and my potential for making a meaningful contribution to your organization. I look forward to the opportunity to exchange knowledge, ideas and industry experiences and to discover what I could immediately offer to help you achieve your key objectives. Thank you and Continued Success, Dennis R. Caicedo / Linkedin.com ( http://www.linkedin.com/in/dcaicedo )
  • 2. D E N N I S R . C A I C E D O Laurel, MD 20724  301-538-4660  dennis@solucioninc.com B u s i n e s s D e v e l o p m e n t L e a d e r Results-focused leader specializing in Strategic Business Development eager to contribute expertise in sales, marketing and advertising/promotion toward supporting the employer in maximizing performance objectives. Track record of driving superior results through strong business development, marketing and employee development efforts. Expertise in broad-based media sales industry including: Radio, Television, Internet, Mobile, Print and Out of Home advertising. http://www.linkedin.com/in/dcaicedo K e y S k i l l s S u m m a r y Expertise in Media Trends and Consumer Research Full Cycle Sales Management Forecasting, Strategic Planning and Budgeting Key Account Management Marketing and Advertising Plan Design Extensive Knowledge of the US Hispanic Market Business to Business Sales Media Relations and Communications Non-Traditional & New Business Development Media Planning and Buying Sales Training Development & Delivery Superior Presentation/Communication Skills P r o f e s s i o n a l H i s t o r y Managing Director SOLUCION LLC Sales & Marketing Consultancy / Laurel, MD 04/08 to PRESENT VivaMiami.TV Digital Video Production & Marketing  Solucion Inc. has created affiliations and partnerships with other industry experts in New Media and other consumer-centric disciplines that offer marketing and business development solutions primarily for SMB’s.  Solucion LLC. is the parent company of Mercado87.com a targeted On-Line Business Directory built especially for Local Businesses and powered by Local Radio. Designed to assist Radio Stations generate new revenue by providing current or new radio advertisers with a valuable on-line and mobile marketing platform.  Solucion LLC is geared towards elevating business awareness and motivating sales through more dynamic and cost-efficient advertising and marketing platforms. Solucion LLC. has created affiliations and partnerships with other industry experts in new media and other consumer-centric disciplines offering enhanced marketing practices to improve effectiveness in reaching target consumers.  Solucion LLC also offers a full range of services within the core competencies of marketing, research and advertising. Areas of discipline include: Strategic Planning, Grassroots Marketing, Creative Development and Production, Consumer Research, Media Planning and Buying, Public Relations and Promotions. General Sales Manager Media One Inc. / WDCN-FM La Nueva 87.7 / Washington DC DMA 09/13 to 7/14  Management and sales staff development. Generating consistent, profitable growth in sales revenues through positive planning, deployment & personnel management. Formulated objectives, strategies and action plans to improve short- and long-term sales and earnings. Prepared current sales policies, practices & procedures. Improved presentation strategies, competitive strategies to maximize sales opportunities. Vice President – Advertising Sales WGEN-TV / Caracol Television / Miami, FL 11/09 to 07/10  Leadership and coordination of TV Station's Sales and Marketing functions. Developed and implemented strategies to achieve business goals. Established and implemented short and long-range goals, objectives, policies, and operating procedures.  Within 7 months, recaptured 30% of lost revenue in 2009 to equal revenue in 2008 resulting in the largest growth increase in the history of the TV station.  Supervised the preparation, issuance, and delivery of sales materials, exhibits, and promotional programs. Identified marketing opportunities, direct marketing, and new project development.
  • 3. Dennis Caicedo  Laurel, MD 20724  301-538-4660  dennis@solucioninc.com Local Sales Manager CBS RADIO / WLZL-FM - EL ZOL 99.1 / Washington, DC. 05/06 to 03/08  Led business development initiatives and oversaw a staff of 9 Account Executives; consistently exceeded targeted goals for monthly sales for an average growth of 5% annually.  Drove sales efforts through the creation of new and innovative grass-roots & theme-based promotions including three successful Career Fairs returning a 9 to 1 return-on-investment.  Coordinated with Programming and Promotions departments to conceive Non-Traditional Sales opportunities including special events, interactive / digital, and integrated marketing programs. Director of Sales MEGA Communications ( WBZS-WBPS-FM & WKDL-AM ) / Washington, DC. 01/04 to 05/06  Recruited, hired, trained, all new / high-performance sales force; Maintained complete accountability for the development of pricing schedules, budgeting and forecasting models to support sales efforts.  Led aggressive efforts to secure new market share through the creation and execution of new sales and research materials.  Implemented a key account management and sales reporting system to monitor performance indicators, identified gaps to capturing potential business. National Director of Sales Research & Business Development SBS / Spanish Broadcasting System / Miami, FL 04/02 to 07/03  Reported directly to the CFO and V.P. of Sales; coordinated efforts to drive SBS Sales Research with focus on business development and implemented aggressive plans to increase market awareness and sales results for 26 SBS radio stations in 7 of the top 10 U.S. Hispanic markets & Internet entity (LaMusica.com).  Played an integral role in leading efforts to drive new business development efforts - generating $1.5MM in new business sales.  Grew partnership with local and national sales teams to create cutting edge advertising and marketing strategies to gain additional revenues; researched market trends to capitalize on opportunities.  Created and presented sales materials to new and existing major accounts; built lucrative business relationships with key decision makers throughout the US to support SBS sales development. NTR Director /Director of Research & Business Development HBC / Hispanic Broadcasting Corp (Univision Radio) / Miami, FL 06/98 to 03/02  Oversaw day to day activities for 30 Sales Representatives tasked with driving new sales opportunities through a variety of non-traditional business platforms including; integrated marketing and cross-promotional partnerships.  Led department to generating over $1.2MM in annual sales, achieved 162% of goal.  Drove aggressive business development efforts to capture market share in the Hispanic segment; coordinated with local & national sales teams to create new business opportunities; Regained $2MM in lost business sales. Local Sales Manager / Advertising Sales TCI / AT&T Cable Television / Miami, FL 1 0/94 to 06/98  Led the establishment of a new sales department; successfully recruited, hired, trained, and developed high- performance new sales force.  Created fiscal, operational and business development goals and objectives, set benchmarks for sales revenue and growth and defined revenue goals for individual members of the team.  Managed and monitored individualized sales strategies to ensure optimum performance and subsequently exceeded annual goals by 20% in year one, and by 12% for each following year. E d u c a t i o n / A f f i l i a t i o n s Roanoke College, Salem, VA - Bachelor of Arts Degree in Sociology / Psychology Sales Training: Dale Carnegie, Equitable ( Series 6 Licensed ), Xerox (TCI) and Chris Lytle Sales (SBS) CHLI – Congressional Hispanic Leadership Institute; Maryland Hispanic Chamber of Commerce; Florida Hispanic Chamber of Commerce: Montgomery County Hispanic Chamber. .