Dennis R. Caicedo is a business development leader with over 25 years of experience in strategic sales, marketing, advertising, and promotions. He has expertise in media sales across various platforms including radio, television, internet, print, and outdoor advertising. Throughout his career, he has consistently exceeded sales goals and driven growth through innovative marketing strategies and strong customer relationships.

1. D E N N I S R . C A I C E D O
12998 SW 91st Place  Miami, FL 33176  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 Outdoor advertising. ( http://www.linkedin.com/in/dcaicedo )
K e y S k i l l s S u m m a r y
Extensive Knowledge of the US Hispanic Market Non-Traditional Revenue Development
Expertise in Media Trends and Consumer Research Bilingual – English and Spanish
Full Cycle Sales Management Media Planning and Buying
Forecasting, Planning and Budgeting Develop and Deliver Sales Training
P&L Accountability Superior Presentation/Communication Skills
Marketing and Advertising Plan Design Build Solid Customer Relationships
P r o f e s s i o n a l H i s t o r y
SOLUCION INC. Sales and Marketing Solutions / Miami ~ Washington, DC ( 4/2008 to Present )
Owner / Managing Partner
 Created new marketing and promotions agency originally focused on US Hispanic market. Provided consulting
services to General Market Advertising Agencies, Regional Marketing Directors and local business owners.
 Agency’s concentration is on elevating business awareness and motivating sales through more dynamic and
cost-efficient advertising / marketing platforms. Solucion Inc. 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 Inc. 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.
 Solucion Inc. is the parent company of the Tu Mundo – Tu Futuro Expo, an educational marketing event
focused on enriching the lives, addressing needs and attending to the future interests of the region’s Hispanic
community. www.SolucionInc.com / www.TuMundoTuFuturo.com
WGEN-TV / Caracol Television, Miami, FL ( 11/2009 to 07/2010 )
Director – Advertising Sales
 Provided leadership and coordination of company sales and marketing functions. Developed and implemented
sales and marketing strategies to achieve goal. Liaison with all outside Media companies. 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. Researched and developed strategies to identify marketing opportunities, direct
marketing, and new project development. Established and implemented short and long-range goals,
objectives, policies, and operating procedures. Supervised the preparation, issuance, and delivery of sales
materials, exhibits, and promotional programs.
CBS RADIO / WLZL-FM - EL ZOL 99.1 / Washington, DC. ( 5/2006 to 3/2008 )
Local Sales Manager
 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.
 Influenced sales growth through creative sales incentives and inventory packaging.

2.  Coordinated with Programming and Promotions departments to conceive Non-Traditional Sales opportunities
including special events, interactive / digital, and integrated marketing programs.
Dennis R. Caicedo
MEGA Communications ( WBZS-WBPS-FM & WKDL-AM ) / Washington, DC. ( 1/2004 to 5/2006 )
Director of Sales
 Successfully recruited, hired, trained, and developed high-performance new 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.
 Monitored sales activity, delivered enhanced employee training and development efforts, and delivered
additional performance coaching as needed.
 Implemented a key account management and sales reporting system to monitor performance indicators,
identify gaps and capture potential business.
SBS / Spanish Broadcasting System / Miami, FL (4/2002 to 7/2003)
Director of Sales Research & Business Development
 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 and generated $1.5MM in
new business; identified opportunity to increase market awareness in 7 of the top 10 Hispanic Markets.
 Provided sales & programming support through extensive market research, industry intelligence & ratings analysis.
 Grew partnership with location 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 clients and built lucrative business development
relationships with key decision makers in Hispanic organizations to support business growth.
HBC / Hispanic Broadcasting Corp (Univision Radio) / Miami, FL (6/1998 to 3/2002)
NTR Director /Director of Research & Business Development
 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 and national sales teams to create new business opportunities and regain an additional $2MM in lost sales.
TCI / AT&T Cable Television / Miami, FL (10/1994 to 6/1998)
Local Sales Manager / Advertising Sales
 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.
A d d i t i o n a l R e l a t e d P o s i t i o n s
The Equitable, Insurance and Investment Sales; Miami, FL (1992 to 1994)
Registered Representative /Financial Consultant and Investment Sales
WLVE-FM / Gilmore Broadcasting, Miami, FL (1988 to 1992)
Director of Retail Marketing
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

3. 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