1. CATHERINE ULRICH
2000 North Bayshore Drive, #126  Miami, FL 33137  786.271.0951  cataulrich@gmail.com
SE N I O R M AR K E T I N G PR O F E S S I O N AL
CONSUMER PRODUCT PROMOTIONS  STRATEGIC MARKETING  EVENT COORDINATION
Results-oriented, self-starter with exceptional record of delivering product sales, brand awareness, increased
distribution, and greater profits, combined with a sense of urgency and high-quality performance.
C O R E C O M P E T E N C I E S
Budgeting & Forecasting | Marketing Operations Management | Microsoft Office | Grass Roots Marketing | Team
Supervision | Cross-Functional Collaboration | Revenue & Profit Increase | Multinational Promotions | Account
Management | Distributor, Media, & Vendor Relations | Savvy Negotiations | Business Communications
C A R E E R H I G H L I G H T S
 Project Management: Led highly motivated teams to greater productivity in developing, implementing, and
promoting product sales through multi-tiered and multinational distribution channels.
 Event Planning: Directed all logistics, including travel, venue, lodging, F&B, booths, and agenda for major trade
shows, product introductions, user training, and retail launches.
 International Experience: Applied bilingual (English-Spanish) fluency in organizing events and coordinating
marketing promotions in almost every country in Latin America.
PR O F E S S I O N AL EX P E R I E N C E
INTCOMEX, Miami, FL 11/2012 to 6/2015
Multibillion-dollar company distributing IT products to retailers in Florida and Latin America.
Regional Marketing Manager
Recruited to collaborate with marketing managers and sales managers to develop and manage marketing plans for
vendors selling their products, and to generate ROI for their brands. Formulated and coordinated marketing
activities to boost sales and increase profit margins. Served as primary point of contact for new vendors.
 Revenue Growth: Co-devised effective marketing plans, on time and budget, which increased brand
awareness, escalated customer range, and generated $315K marketing profit in 2014. Initiated customer and
sales rep incentives and loyalty programs that helped reduce existing inventory.
 Event Coordination: Secured funding from brands for marketing events at a 25% profit. Trade shows attracted
up to 23 brands and 31 retailers from multiple countries. One event in 2014 generated $3M in sales. Eliminated
need for third-party event planner by personally handling logistics, saving $6K on each event.
 Team Leadership: Supervised Event Coordinator (doing the job of four people) in accelerating profits,
expanding customer base, and meeting vendors’ rebate goals.
 Fiscal Management: Implemented marketing accounting procedures that ensured proper and prompt brand
invoicing. Took on responsibility for tracking vendor/brand co-op spend and monetary discretionary funds (MDF).
 Promotions: Managed multivendor printer and consumable promotions that increased sales 25%, and a large-
scale retail bundle promotion for all Office Depot stores in Central America.
 Business Development: Conducted economic and commercial surveys that identified potential markets for
products and services. Designed focused marketing approach to attract targeted customer groups.
 Media Relations: Oversaw print media buy-in for print ads in various IT magazines, shrewdly handled media
negotiations, and coordinated all communication content.
STAR COMPUTER, Miami, FL 10/2011 to 10/2012
Miami-based distributor of technology products for leading IT manufacturers, serving all of Latin America.
Marketing Manager
Hired to collaborate with brands in creating marketing plans and in-country events that increased sales by at least
20% for hardware, networking, and accessory products. Nurtured loyal relationships with these brands. Created
sales incentives that matched purchases with related/companion products.
 Budget Oversight: Streamlined marketing accounting process with tracking system that solicited accurate
marketing funds from brand manufacturers for promotions, incentives, and marketing activities, based on sales.

2. CATHERINE ULRICH  786.271.0951  cataulrich@gmail.com  Page 2/2
PR O F E S S I O N AL EX P E R I E N C E C O N T I N U E D
 Event Management: Successfully planned, sold, and executed the first in-country events and vendor night
events for Star Computer, coordinating promotional events in Costa Rica, Santo Domingo, Trinidad & Tobago,
and Guatemala and bringing in 20% added revenues.
LG ELECTRONICS, Miami, FL 9/2007 to 1/2011
Global leader and technology innovator in consumer electronics, mobile communications, and home appliances.
Marketing Manager
Hired as first Marketing Manager in the Miami office and created product showroom. Managed $700K in ATL
(Above the Line) funds to promote the brand and $350K in BTL (Below the Line) funds to push products to
customers through distributors (clients). Managed marketing budget and tracked all expenses and ROI. Negotiated
with multiple suppliers to lower costs.
 Product Launch: Organized and executed product launches in the Caribbean and Central America.
Evangelized benefits of new Blu-Ray technology, introduced a marketing video, and held Product Information
Symposiums at hotels in Guatemala, Panama, Costa Rica, and El Salvador.
 Marketing Communications: Transformed branding material from Korean corporate office by tropicalizing it for
each target country. Consulted with advertising agency to develop print media and online marketing campaigns.
 Innovation: Spearheaded creation of microsite where customers could find product specifications and videos,
return policies, and distributor lists for Miami, Guatemala, El Salvador, Panama, Ecuador, and Venezuela.
TECH DATA, Miami, FL 11/2006 to 6/2007
One of the world's largest distributors of technology products, providing solutions in 100+ countries.
Project/Program Manager (Latin America)
Created, sold, and executed marketing programs for business partners generating $200K in marketing revenues.
Provided day-to-day support for business partners with no dedicated rep for the product line.
 Event Management: Organized and executed in-country promotional events in Miami, Puerto Rico, Santo
Domingo, Trinidad & Tobago, and numerous other Latin American countries.
TOUCH OF PARADISE, Miami, FL 1/2003 to 10/2006
Full-service floral and décor company, catering to a variety of special events.
Event Coordinator
Designed and sold events with a focus on corporate functions for diverse industries and private social functions for
high-end clients. Handled menus, quality control, and décor and floral designs for national and international events.
INGRAM MICRO LATIN AMERICA, Miami, FL 2/1995 to 12/2002
Technology distributor and a leading technology sales, marketing, and logistics company.
Senior Marketing Manager (2000 to 2002)/Marketing Manager II (1997 to 2000)
Fast-tracked from Marketing Coordinator to Assistant Marketing Manager and Marketing Manager in two years. As
Senior Marketing Manager, directed four Marketing Managers for the Latin America Division in promoting hardware
and software vendors’ products. Enhanced sales results by providing programs and activities that stimulated
product demand within the customer base and raised sales force interest.
 Revenue Growth: Designed and implemented marketing campaigns that generated $600K in net marketing
revenue annually and within profit targets. Significantly and consistently overachieved quarterly quotas and P&L
goals, while improving vendor satisfaction.
 Event Planning: Created and organized numerous in-country events that generated $220K in marketing
revenues, 2000 to 2002. Designed reseller programs that achieved 20% growth by vendor.
ED U C A T I O N
FLORIDA INTERNATIONAL UNIVERSITY, Miami, FL
Courses toward Bachelor of Arts degree
Professional Development
Negotiating with Vendors and Suppliers | Coaching Skills for Managers and Supervisors |
Values-Based Leadership | Managing Associate Performance | Business Fundamentals