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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..)
(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.
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)
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

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Cv aug 2011 mercedes gomez eng

  • 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