Liliana Lizarralde has over 25 years of experience in sales, marketing, and business development roles in the travel and tourism industries. She is currently the owner and partner of Limarcar LLC, a car rental company serving travelers from South America visiting the United States. Previously she held marketing roles with TUI Marine, Look Whos Kickin Ultrasounds, and MarineMax. She has a proven track record of developing strategic plans, growing revenues and market share, managing teams, and building business partnerships across North, South, and Latin America.

1. Liliana Lizarralde
11901 4th Street North, Unit 10104, Saint Petersburg, FL 33716
(813) 340-8037 lili63@hotmail.com
Limarcar LLC - St Petersburg, FL
Sales and Marketing Manager (Owner/Partner) - February 2006 - Current
Family owned business since 2006 (former Car and Hotel Deals) dedicated to offer "All Inclusive "car rental services to
travelers from South America visiting The United States. Responsible for developing and executing all digital marketing
strategies to generate leads and meet sales quota. The online strategy involves website content, PPC, SEO and social
media as well as eblast campaigns. Manage daily sales transactions.
Accomplishments:
 Developed successful business relationships in Latin America, increasing revenues by 150% in 2014.
 Started with the Venezuelan market in 2006 and as of today extended to Colombia, Argentina and Brazil.
TUI Marine - Clearwater, FL
Le Boat Sales and Marketing Manager for North and South America - June 2014 - February 2015
TUI Marine is the Marine division of TUI Travel, the world's leading international leisure travel company. The portfolio of
premier water based vacations includes The Moorings Crewed Yachts, Sunsail Sailing Vacations and Le Boat European
canal boat vacations. Responsible for build and implement the Le Boat Marketing strategy through North and South
America to deliver targeted sales revenues with a strong online focus. Managed all sales and marketing activity setting
strategy and KPI targets. Managed all sales and marketing costs within budget ensuring appropriate spend allocation.
Moved away from traditional marketing and grow direct sales through with a particular focus for digital activities & online
sales revenues. Managed the continual updating of the website in all relevant languages. Planned and managed
exhibitions and boat shows. Developed existing business through travel agents, tour operators and affinity groups.
Managed a team of three people.
Accomplishments:
 Recruited and managed a multilingual sales team to attend all different markets; conversion rate moved from 16%
to 28%.
 Developed successful business relationships in Latin America increasing sales by 138% in eight months.
 Sales from North America grew by 4% in 2014 FY after five months in the negative zone as a result of a new
marketing strategy focused on lifestyle content in all Marketing channels.
 Online business grew three points in 2014 (from 8% to 11%).
Look Whos kickin Ultrasounds - Clearwater, FL
Owner - Director of Sales and Marketing - May 2009 - May 2014
Family owned company since 2009. Responsibilities included strategic planning, branding, ebusiness, social media, CRM,
sales promotions, sales incentive programs, special events, advertising, marketing planning and business relations
development with key industry players. By developing strong relationships with companies such as Similac, CBR Cord
Blood registry, local hospitals and OB/GYN doctors, market share grew from 30% to 45% in one year. Other
responsibilities included recruiting and training medical and clerical staff.
Accomplishments:
 Positioned the company as the leader in Tampa Bay..
 Launched a social media plan generating 20% additional leads per month (average).
 Launched Baby Expo with the support of local business and nationwide manufacturers.
 Developed a new customer satisfaction program that includes research, report and follow up.
 Developed a referral program among current customers that raised yearly sales by 33%.
MarineMax - Clearwater, FL
Sr. Market Research Analyst - May 2003 - March 2009
Recruited to this $525 million retailer of boats, yachts, boating gear and services reporting to Vice President of Marketing.
Promoted to Sr. Marketing Analyst after proving success as sales professional in the Tampa store and as a Marketing
Manager for the Mid Atlantic, California and Colorado regions formed by 20 stores. Responsible for conducting market
research necessary for the Strategic Planning Committee and working in several projects reporting directly to the Vice
President of Acquisitions, CFO and CEO of the company. Responsible for coaching and supervising the marketing team
in developing a consistent marketing plans for all the 54 stores nationwide. Other responsibilities include analyze
potential local markets, marketing programs, and industry competitive information to identify market growth and sales
opportunities. Responsible for managing the market share database in order to provide accurate ad-hoc reports and
analysis of regional markets' performance. Market share grew in our core Sea Ray business 30% (5.2 points). The gap

2. between the market share of non-MarineMax Sea Ray dealers and MarineMax grew from 1.8 points to 7.5 points. Sales
grew 46%.
Acomplishments:
 Selected as the highest selling sales professional in the Tampa store with the highest customer satisfaction rate.
Won the third place in National Sales contest for Boston Whaler within all dealers nationwide.
 Developed strong relationships with product manufacturers, Ad agencies, newspapers and magazines in the Mid-
Atlantic Region that were the key for several campaigns successes.
 Conducted relevant market analysis at the regional level that helped top management in the decision making
process such as introducing new brands, opening new stores in existing or new markets, consolidating operations
in specific markets, and implementing marketing strategies in markets that present business opportunities.
University of South Florida - Office of Employer Relations - Tampa, FL
Graduate Assistant - March 2000 - May 2003
Recruited to manage the Alumni and Employers Database while attending the MBA program for professionals at USF.
Responsible for providing accurate information for career related programs and developing several networking events for
alumni and recruiters from Tampa Bay companies.
Accomplishments:
 Established strong partnerships with local recruiters that increased number of job offers to USF Alumni in 25%.
 Developed the Business Plan for the Florida MBA Consortium, a strategic alliance of 12 Florida universities with
the common goal of increasing employment opportunities for graduate business students.
Daviajes - Cali (Colombia)
Director of Marketing and Sales - January 1995 - January 2000
Recruited to Viajes Calima (Main Corporation) as a Marketing Manager in 1995 and promoted as Director of Marketing
and Operations for Daviajes( Subsidiary) in 1997. Responsible to Start up the new wholesale company. Responsibilities
were wide-ranging and involved planning and executing operational procedures, managing and training sales force (12
people), developing business relationships and negotiated contracts in international markets. Responsible for new product
design and introduction as well as development and implementation of marketing strategies to expand business.
Accomplishments:
 Succeeded in developing business relationships, obtaining exclusive representations of major companies such as
Hertz Rent-a-car, Carnival Cruise Line, Bancor Leaders in Travel (USA), Vacation Tours (USA), Omvesa
(Europe) and Emotion Tours (Dominican Republic).
 Introduced 12 new products, increasing annual revenues from zero to $100 million in two years. Number of
passengers traveling to the United States grew from zero to 3,000..
 Selected to be the exclusive wholesaler in the western region for AVIANCA airlines, the largest Colombian airline
and non-exclusive for American Airlines.
 Designed and implemented efficient operational processes for reservation management, resulting in the
positioning of the company as the most efficient and technologically advanced in the region.
Colombian Tourist, Bogota (Colombia)
Marketing Manager - January 1993 – January 1994
Recruited to this wholesale travel agency ranked among the top-ten largest wholesalers nationwide to perform strategic
marketing and new business development functions. Responsible for handle product management and manage
relationships with advertising agencies. Developed collateral and all media campaigns. Organized and coordinated
numerous promotional events: trade shows, seminars, workshops and public speaking engagements. Also responsible for
setting and meeting annual sales goals as well as training sales force .
Accomplishments:
 Demonstrated ability to build business relationships with major accounts and to negotiate contracts with outside
vendors.
 Developed and implemented highly successful marketing plans including advertising promotions, brochures,
workshops and incentive trips, expanding revenues by 35% in one year.
 Proposed and implemented an operational processes redesign for the reservation department, resulting in a more
efficient flow of processes.
Education
MBA, University of South Florida, Tampa 2002
Master in Marketing, Universidad Del Rosario, Bogotá (Colombia) 1991
B.S., Industrial Engineering, Universidad Javeriana, Cali (Colombia) 1989
Certificates: Digital Marketing