- Support for Account Executives in the development of marketing and communication strategies and campaigns for clients: CEPSA Lubricantes, Flex, Johnson, Germaine de Capuccini, PR Larios, etc. - Production of printed material: brochures, folders, packaging, POS. - Website design and maintenance. - Events coordination. - Media planning and buying. - Market research. - Budget control. LANGUAGES Spanish: Native English: Fluent (Toeic 950) French: Advanced Portuguese: Advanced IT SKILLS Advanced user of MS Office applications. Adobe Creative Suite: Photoshop, Illustrator, In

1. MERCEDES GÓMEZ VARELA
12/10/75 – FERROL (A CORUÑA)
C/ Gran Vía de Hortaleza, 51ª-3º-4. 28043. Madrid
Mobile: +34- 659 46 44 63-Tl:+ 34 91 506 04 66
Status: married - Personal e-mail address: megova75@hotmail.com
Twitter account: twitter.com/megova
EDUCATION
2009 Higher Programme in Online Marketing
ESIC-FECEMD
2004 - 2005 Executive Master in Marketing and Sales Management
Escuela Superior de Gestión Comercial y Marketing – ESIC
1993 – 1997 Degree in Translating and Interpreting- University of Vigo
Translator/Interpreter: English, French and Portuguese into Spanish/Galician
WORK EXPERIENCE
(Japanese leading global developer, publisher and manufacturer of electronic entertainment properties)
Marketing & PR Manager (Director) Spain: April 2009-Present time
Team of 7 people. Direct report to the local General Manager. Also functional reporting to the European Marketing & PR
Director and European President
Strategic and Managing duties:
Marketing:
- Defining marketing budget for all local Konami launches. Monitoring deviations.
- Monitoring Key titles´ market share (Pro Evolution Soccer, Castlevania, Metal Gear, etc.)
- Positioning and defining the distribution and pricing strategies of all the company portfolio in Spain.
- Defining retail promotional actions and trade campaigns. Negotiation of Day 1 sell-in figures with key customers (ECI, specialist
channel, hypermarkets). Working closely with key customers to provide category and shopper insights to drive performance.
- Defining the annual Marketing plan and budget for all products and channels. ROI Analysis and P&L for every title.
- Defining and planning ATL and BTL campaigns. Setting offline and online marketing mix and campaigns
- Negotiating with first parties in common co-branding and promotional local plans for key titles (Nintendo, Microsoft and SCE)
- Defining acquisition and activation strategies for the end-user online loyalty program PESCLUB.ES/PESLIGA (More than 40,000
members and 100 annual online and offline tournaments)
- Member of the European Board of Marketing Managers; co-decision role in paneuropean marketing strategies, and localizing
them to the Spanish market.
- Defining common marketing actions for Pro Evolution Soccer and other titles with football clubs, LFP and other licensing
partners (Nelvana, Fox, Preziosi Group, Pepsico, Def Jam, etc..)
- Defining the annual tradeshow attendance calendar.
PR:
- Responsible for the online and offline communication strategies. Develop new communication channels trough social networks
(facebook, tuenti, twitter, etc..) aiming at end users, retailers and media.
- WOM and Press Value Analysis.
- Corporate spokesperson.
- Developing new communication opportunities trough non-conventional actions: Publicity.
Main achievements:
- 2010: Responsible for the I World PES League Finals held in Mallorca (Spain). More than 100 participants from 20 countries
(media and gamers).
- Marketing assets exchange ingame agreements amounting < 300.000 €
- Keeping Pro Evolution Spanish market share in a leading position against main competition for 2 years during full-price period
(avoiding the title´s sales decrease of other European key territories)
- Developing new sales support tools and feedback workflows (newsletter, private online areas..)

2. (Spanish leading company in Solar energy solutions. Subsidiaries in 10 countries)
Marketing and Communication Manager: March 08-March 09
Team of 5 people. Reporting to the Marketing Director.
Strategic and Managing duties:
- Defining strategic annual trade marketing plan (Spanish and international dealers) and marketing plan for the Spanish and
international markets (Italy, Morocco, Germany)
- Responsible for the Marketing Department annual budget.
- Identify market growth opportunities (customer insight analysis, new products definition)
- Support for the company´s organizational change
- Conduct market research in order to identify market requirements for current and future products.
ATL duties:
- Initiate, develop and coordinate effective advertising and promotion campaigns. Design, planning and buying
responsibilities.
- Achieve frequent, timely and positive media coverage across all available online and offline media. Measuring results.
- Monitoring and analysis all competitors’ campaigns (quantitative and qualitative)
- Develop brand corporate identity and positioning.
- Define contents, services and tools for the corporate website and its private areas and also for ‘La Generación del Sol’
portal.
- Managing SEO and SEM projects. Monitoring website statistics.
BTL duties:
- Defining all sales supporting material (sales folders, product brochures, POS, training literature, incentive plans..)
- Design marketing plans with sales partners (Uponor, Repsol Gas, Endesa, EDP Portugal, Intemper...)
Events:
- Identify and analyze all national and international tradeshows and exhibitions. Design and implement the company´s
attendance to ensure that brand presence is maximized and strategic objectives are met.
- Planning the annual events programme together with the sector Associations (EPIA, Secartys,..) and ICEX
- Managing sponsorship programmes.
CEPSA LUBRICANTES, S.A
Marketing and Communication Manager: April 01-February 08
Team of 1 person. Reporting to the Head of Marketing
Strategic and Managing duties:
- Design and implement strategic annual trade marketing plan (Spanish and international distributors network. 120 members)
and marketing plan to the direct sales team.
- Financial responsibility for the Marketing Department annual budget.
- Defining the product pricing policy for the different channels (garages, purchasing groups, chain stores, hypermarkets, gas
stations,…) together with the Sales Managers.
- Define and Implement the Internal and External annual Communication Plans for CEPSA and ERTOIL Lubricants brands.
Offline and online areas.
ATL duties:
- Initiate, develop and coordinate effective advertising and promotion campaigns (TV, radio, press and internet media).
Design, planning and buying responsibilities. Monitoring results.
- Develop brand corporate identity and positioning in: garages, dealers, packaging, sales folders, events, sports sponsorships
and exhibitions. CEPSA and ERTOIL Lubricants brands.
- Define contents, services and tools for www.cepsa.com/lubricantes and its private areas (for distributors and customers).
- Work with other Business Units of the CEPSA Group for developing promotion and advertising joint campaigns: launching
‘Porque Tu Vuelves’ loyalty Programme, CEPSA Gas, etc…
BTL duties:
- Develop new online B2B and B2C channels.
- Initiate, develop and coordinate effective Direct Marketing Campaigns for different targets: dealers, prescriptors and end
users. CEPSA and ERTOIL Lubricants brands.
- Manage and control of print production and suppliers´ work.
- Manage the corporate and product image bank.
Internal and External Communication duties:
- Define positioning, contents and design for the corporate magazine ‘Oleum’ and the online monthly newsletter.
- Editing corporate and product press books and releases.
- Identifying and building strong relationships with targeted sector media.

3. Senior Account Executive: August 2000 - April 2001
− Develop global brand launch strategies (ATL, BTL and Non-Conventional media) targeted at the sales teams and end-users:
Activo Bank (Spain and Portugal), Go Fly Airlines.
− Create, design, produce and evaluate TV and radio campaigns, covering budgeting, pre-production meetings and focus
groups (Activo Bank)
− Design Direct Marketing and online Contact Strategies for present customers and prospects (customer loyalty and
upgrading programmes): Telefonica Páginas Amarillas, Activo Bank.
− Billing Marketing: Via Digital
− Outdoor Advertising
GRUPO K DE COMUNICACIÓN/ARC
Senior Account Executive: May 99 – August 2000
− Create and Implement new corporate identities: Flex, Crédito y Caución.
− Trade Communication Strategies (Incentive Programmes): Flex
− Design and supervise printed material production: POS, product brochures: Flex, CEPSA Lubricantes.
− Product Packaging Design: PR Larios, Flex, CEPSA, Germaine de Capuccini, Dyc, Johnson.
− Create design, strategies and maintenance tools for corporate and product microsites : CEPSA Lubricantes, Axe Deo, Flex
− Coordinate Exhibition attendance and other events: Flex, PR Larios
− ATL campaigns: Flex
VIERKA, S.A./GRUPO K DE COMUNICACIÓN
Account Department Assistant: December 97 – May 99
− POS and shop design for rebranding projects: Argentaria, Crédito y Caución, Endesa, Unelco, Telefónica, Correos, Banco
Mello.
LANGUAGES
Spanish: Mother tongue.
English: High Level/Negotiation Level (TOIEC: 900)
French: Oral and Written medium level (DELF B1)
Portuguese: Oral and Written medium level
Galician: Bilingual
TECHNICAL SKILLS
Microsoft Office: Word, Excel, Powerpoint, Access
Internet Browsers: Explorer, Firefox, Chrome
Image Editing: Adobe Photoshop
ERP: SAP
E-mail: Outlook, Lotus Notes
SEMINARS
May 2007: ‘Creating an innovative business model’, MCR Consulting.
September 2006: ‘Self-developing skills for the professional efficiency’, CEPSA.
February 2006: ‘E mail Marketing’, Global Estrategias
July 2005: ‘Services Marketing’, ESIC.
September 04: ‘Expert Negotiation Strategies and Skills’, TEA CEGOS
April 04: ‘Safety and Prevention of work-related risks’, CEPSA
December 03-April 04: Intensive English courses in ‘International Meetings’, ‘Writing & Telephone Skills’, ‘Negotiations’,
‘Presentations’, CEPSA.
December 03: ‘Effective Presentations’, Walker Jaqueti.
October 03: ‘How to manage a meeting’, CEPSA
September 03: ‘Supply Chain Negotiation’, TEA CEGOS.
July 03: "SAP R3", CEPSA
April 03: ‘Database and lists managing’, ESIC/ICEMD.
June 02: ‘Media planning seminar’, Universal Maccann.
93/94 : Business English (ADE, Universidad de Vigo)
1992 - 1994: Cambridge Proficiency level courses in Kent (UK)
AWARDS
2001 New York Festival- Finalist Certificate in Direct Response Trade Campaigns: Sweets
2002 IMAN Award and Estrategias magazine Award
2003 John Caples- Bronze Award in Direct Response Campaigns: Racing Team (Pin campaign)

4. 2003 EFI Awards- Silver in Sales Communication Effectiveness
2004 New York Festival- Silver WorldMedal in Direct Response Trade Campaigns: A Needle in a Haystack
2004 New York Festival- Finalist Certificate in Direct Response end-user Campaigns: Join the Racing Team
2004 Cannes Festival- Finalist Certificate: Join the Racing Team
OTHER DATA
Driving Licence and own car
Total availability for travelling locally and worldwide and a deep commitment to my career