1. Liza M. Molinary
10350 West Bay Harbour Dr. Apt PHK
Bay Harbour, FL 33154
Cell: (305) 322-3180
liza_molinary@hotmail.com
SENIOR MARKETING PROFESSIONAL ▪ BRAND MANAGEMENT ▪ PRODUCT MANAGEMENT
Visionary Senior Marketing Professional with 15 years of proven success. Growth expert who maximizes resources
and displays comprehensive ability in Consumer Products and Financial Industries by accurately diagnosing
situations and identifying customer needs. Creative leader who builds profitable brands and businesses in highly
competitive markets. Led numerous new product launches and integrated 360° communication campaigns to
achieve aggressive growth. Expert communicator who motivates employees, develops team personnel, and exhibits
a “can do” attitude. Bilingual in English and Spanish. Specific expertise in the following:
 Strategic / Tactical Planning  Brand Management  Market Penetration
 Hispanic Marketing  Business Management  Product Turnaround
 P&L Management  Contract Negotiation  Business Development
PROFESSIONAL EXPERIENCE
The Western Union Company, Sunrise, FL 2007 - 2010
Global leader in money transfer services, bill payments and prepaid services.
Product Manager USOB to Caribbean 2009 - 2010
Spearheaded turnaround of $100MM USOB Caribbean business. Reported to USOB General Manager / VP.
 Devised comprehensive strategic roadmap and aligned resources to turnaround the Jamaica business.
Achieved transaction growth of +11% vs. -2% in a downward economy, and gained +8 market share points.
 Awarded CEO’s World Class Performance Award: Excellence in Business Partnering US to Jamaica.
 Redesigned and executed new pricing architecture for Haiti upholding +20% price premium vs. competition.
Propelled +9% transaction growth vs. -2% in a contracting economy, transactions above $200 grew +6%
vs. -17% and recaptured +3 share points.
Marketing Manager USOB Caribbean 2007 - 2008
Revamped go to market approach using consumer goods expertise. Reported to USOB Marketing Director,
Caribbean and Africa.
 Led the creation and US implementation, of “One Brand” single communication platform for worldwide
Caribbean diasporas resulting in the insightful award winning “It Matters” campaign.
 Developed and implemented strategy to increase impact and ROI of grassroots events changing the
approach to drive incremental volume vs. only awareness. New approach resulted in +20% volume lift for
participating agents and increased marketing funds by +37% via co-marketing initiatives.
 Initiated strategy for single minded communication messages thereby increasing new product rate of
adoption to 31% vs. 5%, improving positive brand perception to 74% vs. 67%, and growing transactions
by +5%.
Cadbury Schweppes Americas Beverages, Rye Brook, NY 2005 - 2007
Beverage business marketing more than 50 beverage brands to consumers throughout North America.
Commercial Manager Red Juice Category
Directed new vision and strategic blueprint for $100M Hispanic beverage brand Clamato. Reported to Director of
Brand Management.
 Redesigned go to market strategy concentrating on areas yielding the greatest return when marketing
budget was cut by +30%.
 Brought to life the transformative essence of Clamato creating a personalized Clamato experience
increasing consumption +27%, acquiring +3% new users, and improving brand awareness +6%.

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 Led the first ever Clamato sales and marketing workshop thereby increasing collaboration and overall team
effectiveness. Achieved +9% top line revenue, +40% to 50% sales increases on demo days, +91%
average lift per store at Wal-Mart, and +38% increase in account specific programs.

3. FB Foods, Miami, FL 2002 - 2004
Regional start-up that commercialized pre-packaged, refrigerated child lunch kits.
Brand Manager
Propelled startup Funny Bagels to growth in a Category dominated by Kraft’s Foods and ConAgra with less than
5% of their marketing budget. Reported to Brand Director.
 Relaunched and repositioned Funny Bagels to target tweens, pioneering category-wide segmentation.
Galvanized sales +66%, increased brand awareness to 74% from 50% and gained 2 share points from
Kraft and ConAgra.
 Led cross functional task force to reduce operational costs by 30% championing strategy to optimize
product mix and distribution.
 Envisioned partnership with Motts and Coca Cola to place their products in Funny Bagels lunch boxes,
thereby increasing product demand and reducing cost of goods sold by 50%.
Nestle Puerto Rico, Inc, Cataño, Puerto Rico 1998 - 2002
Largest food, beverage and confectionery corporation in the world.
Consumer Manager 2000 - 2002
Overhauled category with over 10 brands, 6 segments, over 150 SKUs and a dedicated direct sales force.
Reported to General Manager.
 Devised product portfolio strategy driving +25% increased profitability, +22% sales increase, +16%
seasonal sales growth, and ranking for the first time ever Crunch, Baby Ruth and Butterfinger in the top 10
brands in a Category with over 250 brands.
 Restructured and designed cutting edge Nestle Chocolate Fund Raising program for schools. Program
rose to #1 position in Chocolate Category, increasing sales +32%, and revenue +37%.
 Capitalized on impulse aspect of Category to drive +23% sales at checkouts, increase secondary
expositions +25%, increase+15% distribution in alternative trade channels and +25% in mass
merchandisers.
Assistant Brand Manager Nescafe 1998 - 2000
Devised and implemented turnaround strategy for Nescafe brand. Reported to Commercial Director.
 Reverted Nescafe’s six year negative growth trend by relaunching and repositioning brand, growing sales
by +14% vs. -6% CAGR and market share by 6 points.
EDUCATION
Masters of Business Administration (MBA) in Marketing
Interamerican University of Puerto Rico, Rio Piedras, Puerto Rico
Bachelor of Arts (BA) in International Affairs
The George Washington University, Washington, D.C.
AWARDS
Western Union CEO’s World Class Performance Awards
 2009 – Excellence in Business Partnering US to Jamaica
 2009 – Excellence in Top Line Revenue Growth US Outbound
 2008 – Team Excellence US Outbound Team
 2008 – Operational Excellence Hurricane Response Team
PROFESSIONAL TRAINING
Western Union: Product Management Training, Leadership Challenge Workshop, and Leadership and Sales
Development Seminar
Cadbury Schweppes: ALICE Consumer Insights Training, and Building Commercial Capabilities Training
TECHNICAL SKILLS
Microsoft Office (PowerPoint, Excel, Word); Nielsen Nitro, IRI Analyzer