Fernando Herrera

Recruited by North American CEO, to lead marketing turnaround for Deoleo S.A.’s highest-profit business unit. Responsible for Bertolli, Carapelli, Carbonell olive oil brands all of which underwent brand relaunch. Revamped marketing activation lead to category-leading brand equity and increased +5% ROI. Responsible for development of 5 person team including 2 directors and 2 brand managers. ? Relaunched Bertolli’s marketing strategy from incentive-focused activation to equity-building activation leading to category-leading brand equity, 3x vs closest competitor. ? Renovated social activation leading to Bertolli and Carapelli’s +25% growth in engagement, followers, and web traffic. ? Repositioned Carapelli from mainstream to premium, yielding brand’s +30% consumption growth, first in 2 years. ? Transformed licensee relationship between Mizkan, Bertolli trademark owner, from minimal activation to quarterly activations. ? Secured promotion of Associate Brand Manager to Brand Manager.

Recruited to agency-side to launch, lead, and execute an interim-CMO practice servicing mid-size clients. Practice yielded $100K+ retainer client. Secured 6 contract extensions on practice’s #1 client. Engagements: ? Publishing/Higher Education (CEB): Interim-CMO for a legal publisher/higher-education provider undergoing a strategic transformation. Transformed the 25-person Sales, CRM, Customer Service, Creative Services, and Marketing team from tactical contributor to strategy owner. Increased customer conversion by +5%, +15% growth in legal specialist course. Secured 6 contract extensions. ? Food and Beverage (Tadin Tea): Developed brand positioning, customer target, and brand activation. ? Spirits Category (JrRevelry Bourbon): Startup launch. Developed consumer target, brand positioning, flavor strategy, and activation yielding distribution in BevMo, and Total Wine. ? Health Care (MLK Community Hospital): Developed new patient outreach yielding +30% enrollment OB increase.

Lead marketer and acting VP of Retail Sales for a $135MM+ organization reporting to company owner. Lead 60% of company’s multi-branded business to +9% growth. Relaunched company’s #1 brand, Don Francisco’s Gourmet Coffee into a 2-tiered Masterbrand, generating +15% incremental growth in the premium segment. Lead all external agency relationships. Responsible for development of 4 direct reports.

Reported to Marketing Director as interim Sr. Brand Manager for $250MM brand. Promoted to Brand Manager prior to division out-of-state relocation. Relaunch contributed to +1.1ppts $-Shr, +3% consumption, and +1.6ppts HH penetration.

Senior Associate Brand Manager, Tombstone Pizza & Jack’s Pizza (Equity Team) 6/2004 – 9/2004 Senior Associate Brand Manager, Jack’s Pizza & California Pizza Kitchen Frozen 2003 –2004 Associate Brand Manager (Summer), Jack’s Pizza & California Pizza Kitchen Frozen 2001- 2003