1. ESTHER GABRIELA SUBIAS HERNANDEZ
ESTHER.SUBIAS@YAHOO.COM.MX
CEL. 55-43862367
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OBJECTIVE
To assume the role of Commercial & Marketing Director, in a Multinational Organization, with the purpose of building
& developing strategies that position it to become top of mind in the market, satisfying customer needs &
increasing sales.
SUMMARY
An escalating career of more than 14 years in the marketing & commercial area, within multinational organizations
in consumer, industrial & financial sectors. Vast experience in the design and implementation of marketing strategies
(communication, retail, visual merchandising, CRM, pricing, promotions, products, research) & sales strategies in
Mexico & Central America, responding to customer insights & needs.
Outstanding results oriented strengths include: Expert leading multifunctional teams to implement strategies
successfully as well as directly leading a team of 21 employees, strategic planning, execution, innovation & change
management. Budget control for a portfolio of more than $100MM Mx and increased sales by +4% and more than
+35% in emerging & new markets within 6 months.
PROFESSIONAL EXPERIENCE
MASKOTA GROUP Mexico City, 2014-current
Marketing Director
Head of Marketing, positioning brand in Mexico market and channels to increase sales & loyalty. Developing
strategies, processes & initiatives including: Communication & Public Relations, Media, Digital, CRM, Ecommerce,
Trade, Visual & Category, Research, Product & sales initiatives for an entire gamete of segments (retail: more than
300 POS)
• Restructured MKT area: team, function & scope to positioning it, as a strategic area for the business.
▪ Developed & Implemented strategies to position the brand & reach within +80% of positive conversation in
social media & a positive good will with media experts.
▪ Developed & Tested a new Store Experience (Visual, Category & Product customization) reaching +25% of
incremental sales in pilot stores.
COMEX GROUP Mexico City, 2011-2014
Marketing Grouper
Strategic marketing leader for Mexico and Central America, positioning brands in markets and channels to increase
sales & build customer loyalty. Establishing new strategies, processes & marketing initiatives including: exhibition,
category management, promotions, CRM, communication, media, digital, cross marketing & sales incentives, for an
entire gamete of segments & channels (retail: more than 3700 POS and 900 concessionaries, hardware stores, home
centers & supermarkets).
▪ Created & implemented marketing ATL & BTL strategies, to increase brand awareness in new markets and low
markets shares; reaching within two years a 98% brand awareness (+20points) & incremental sales in the
Region of more than 4%.
▪ Developed & implemented the Customized Store Experience Strategy, based on a customization of image,
visual merchandising, product exhibition, promotion & service for each store, according to the shoppers in
each store, reaching an incremental store sales of more than +20%.
▪ Implemented a strategy to grow customer loyalty, building the CRM platform & cross marketing alliances,
which increased customer base by more than 120,000 customers within 3 months, increased frequency of sales
by 2%.
STARBUCKS COFFEE Mexico City, 2008-2011
Marketing Subdirector
Grouper of Marketing Product & Category. In charge of all products, development, innovation, promotion,
exhibition, retail and media actions, for each category, to increase sales & transactions as well as retain customers.
Develop alliances & cross marketing strategies to increase market share.

2. • Developed & implemented marketing strategies, which included: new products, packaging, pricing,
promotions, frequency program, exhibition & visual merchandising, and as result increased sales by 12%
annually.
• Leader of new markets & new store openings initiatives: media, PR, promotion & BTL; which resulted in
achieving 10 new markets &100 new stores within 2 years.
• Restructured processes & portfolio optimization, reaching a cost savings of 15% and POP materials by 30%.
GENERAL ELECTRIC Mexico City, 2000-2008
GE Money Mexico City, 2004-2008
Marketing Manager / Master Black Belt
Leader of Commercial Initiatives for Auto Business. In charge of developing processes for a new business start up &
also for the creation of financial & insurance products, as well as, B2B & B2C sales and marketing strategies. Leader of
Customer Retention & life cycle identifying customer needs & competition strategies.
• Business expansion leader, positioning GE Money as the financial bank for Harley Davidson Mexico.
Implemented marketing strategies & products development that increased company portfolio by $10MMx in
less than one year.
• Created & executed Insurance strategies assuring an organic growth of $18M within 1 year.
• Restructured operational processes through organization (auto loan, personal loan, mortgage & retail), to
drive efficiency, the company reached speed of market & accuracy in their process, reaching increased
delivery statements by a 20% & also reached an approval rate of 50%
• Taught Global GS training sessions achieving more than 20 waves of Green Belts & Black Belts.
GE CIAT Mexico City, 2000-2004
Black Belt & Marketing Coordinator
Global Business Leader of the Marketing Development Program for CIAT: increase the GE brand awareness to the
market & in charge of the registry (CIAT as a trade mark) and Intellectual property protection. Established the
processes for market research and developed the platform for a Tracking and Management project software.
Responsible for training of all Six Sigma methodology for the company & cost reduction projects.
▪ Green Belt training courses implemented more than 100 hrs of course work training experience in LEAN,
DMAIC & DFSS methodology, assure 100% of quality culture in two years.
▪ Developed & re-structured the IT, HR & Finance area, achieving service improvement and cost reduction in
less than 5 months.
▪ National Technology award 2003 was reached for GE CIAT.
EDUCATIONAL BACKGROUND
▪ITESM Master of Business Administration Queretaro 1999 - 2002
▪ITEMS Bachelor Degree Marketing Queretaro 1993 -1997
ADDITIONAL STUDIES
▪ Kellogg University Customer Marketing Chicago 2013
▪ Starbucks Coffee Category Management Course Seattle 2011
▪ ITESM Director Skills Course Mexico 2006
▪ General Electric Business Essentials Leader Skills New York 2006
▪ General Electric Six Sigma DMAIC & DFSS Master Black Belt Course Atlanta 2003
LANGUAGES
▪ English, French & Spanish