1. KARL SCHMACK
Celular: +506-8824-4375
P.O. Box 995-1007 San José, Costa Rica
Email: kschmack@hotmail.com
Professional Profile:
Twenty four years of international experience in analysis, development and implementation of
marketing and business strategies. Ability to adapt to new challenges, dynamic, creative, open
minded to take on new business initiatives and lead high performance teams in different
industries.
Professional Experience:
2005-2016, Executive Director, Centro Cultural Costarricense Norteamericano, Costa Rica
Responsible for the strategic planning, management and financial oversight of the organization,
which has more than 170 employees in five locations. Report to the Board of Directors.
Main Acomplishments:
- Definition of long term strategic direction, lead change management and organizational
restructuring, opeing of new sites, successful launch of new products and services,
implementation of sales and customer service structure, and differentiated pricing models.
- Strengthen the institutional image; developed strategic alliances with private sector,
government, NGOs, educational and cultural organizations at a national and international
level.
- Implemenation for all areas of the organization new processes, policies and procedures, as
well as the implementation of large investments in information technology that improved the
organizaitons efficiency and productivity.
2000-2004, Marketing Director, British American Tobacco, Spain.
Responsible for the Brand Marketing and Marketing Research Departments (20 people) and
member of the Management Board. Responsible for the development and implementation of the
Marketing Strategies, managing a budget of around €30mns.
Main Achievements:
- Increased Lucky Strike’s Nielsen Share by 30% to its historical high.
- Redefined the portfolio strategy and business priorities for all the Iberian markets (Spain,
Portugal and Andorra), new product introductions, label changes; leading to increased
Company profits.
- Lead in Spain, the local development of a new worldwide Marketing strategy, putting in place
1to1 programs such as Brand Ambassadors, Consumer Database, Psychographic
Segmentation and Consumer Dialogue.
1999-2000, Sales and Marketing Manager, British American Tobacco, Nicaragua.
Responsible for the Sales and Trade Marketing Departments (86 people), Brand Marketing
Team (5 people) and member of the Management Board.
Responsible for the implementation of sales efficiency project, sales force restructuring and
trade system, which brought significant savings to the Company (aprox. 10%). Highly involved
in key projects such as the Factory closure, Y2K and Company motivation scheme.
1997-1999, International Brand Manager Kent, British American Tobacco, USA & UK.
Based in Headquarters, responsible for the development of the current worldwide strategy for
BAT’s 2nd
largest international drive brand, Kent. Developed new brand positioning, product
range, packaging development, communication mix, pricing strategy and successful relaunch

2. Karl Schmack
model for key markets (Russia, China, Chile, Romania, etc.). Kent has grown worldwide by
over 50% since the rollout of the new strategy.
1996-1997, International Brand Manager Belmont, British American Tobacco, UK.
Based in Headquarters, responsible for the definition of the brand positioning and global
marketing strategies for Belmont in Latin America, one of BAT’s largest regional brands.
Responsible for the development of global ATL communication, BTL guidelines and co-
ordination of a multi country regional promotion, which ran successfully during four years.
1995-1996, Regional Brand Manager, British American Tobacco, Central America.
Responsible for the development and co-ordination of the marketing strategies and specific ATL
and BTL communication for the brand Belmont in Central America (second largest brand in
Central America). Accountable for new product launches in all markets and liaison with
International Brand Manager and Latin American Region.
1992-1995, Brand Manager, British American Tobacco, Costa Rica.
Responsible for the development and implementation of the marketing strategies and specific
ATL and BTL communication for the brand Belmont in Costa Rica. Accountable for new
product launches and close relationship with Sales and Trade Marketing department.
Education:
1992, MBA, West Georgia College, USA.
1991, BS, University of Costa Rica, Costa Rica. Major in Economics, minor in Business.
1984, Bachelor, Colegio Humboldt, Costa Rica.
Tri-lingual in Spanish, English and German.
Proficient in Microsoft and Google software.
Related Business Courses:
The magic of client service, Disney Institute, Costa Rica, 2009
Seven Habits of Highly Effective People, Franklin Covey, Costa Rica, 2006
Expo Management, HSM Group, Spain, 2004
High Performance Leadership Program, BAT, UK, 2002
Competitive Edge 2 (Advanced Trade marketing concepts), BAT, Costa Rica, 2000
Strategic Marketing Program, BAT, UK, 1999
Brand Excellence Series, BAT, UK, 1996
International Marketing Program, BAT, Germany, 1994
Organisations:
2009-2016, Board of Director of Junior Achievement, Costa Rica.
2008-2016, Member of Board of Advisors AIESEC Costa Rica.