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Alexander Negrete

Integrated Marketing Manager ◘ Shopper Marketing Manager ◘ Project Manager ◘ Strategic Leader

I create integrated, customer-specific marketing campaigns that deliver results. And, I manage my projects from conception through execution making sure the work is in-line with the strategy, brand, timeline and budget.Marketing & Strategy I have a passion for delivering the right message, to the right audience, in the right channel to achieve customer engagement, loyalty and sales. I have a proven track record driving intricate marketing projects through customer insights analysis, strategic planning, implementation, multi-channel experience, and account management. Project Management I dig details - the more complex the better. I'm skilled at defining objectives, scope, resources and budgets. Then, I apply my craft to build project plans, streamline processes, align cross-functional teams, engage stakeholders, serve as a liaison between internal and external partners and manage through execution to ensure initiatives are successful and efficient.      

Alexander Negrete's Background

Alexander Negrete's Experience

Integrated Marketing Manager - Consumer Experience at UnitedHealth Group (Optum)

May 2015 - Present | Greater Minneapolis-St. Paul Area

Responsible for defining B2C marketing strategy and driving member engagement for clinical and intervention programs for the consumer experience group. • Develop marketing plans and business cases grounded in analytics and research that optimize the consumer's journey within Optum services. • Lead content strategy across channels (email, website, and direct mail). • Manage and execute strategic plans and marketing campaigns. Act as a liaison between product, creative and vendor partners to ensure effective development and implementation. • Implemented data driven consumer focused campaigns, created project plans, gather required inputs, obtained approvals, provided creative direction, managed internal and external resource, and measured and analyzed results. • Increased digital engagement by 15% by developing and implementing go-green campaign for clinical messaging.

Marketing Program & Project Manager at Advance Auto Parts

August 2012 - January 2015 | Greater Minneapolis-St. Paul Area

Developed, managed and executed integrated marketing initiatives at a multi-channel level to support market-specific efforts, Hispanic-targeted efforts, and new store openings. Project managed and implemented key marketing campaigns, marketing vehicles and monthly promotional plan to ensure that business and brand objectives were achieved. • Managed media & creative agencies in the creation and execution of local marketing, content and media plans. • Managed editorial calendar/content plan for cross-channel retail messages. • Partnered with ecommerce team to engage customers through social, mobile and digital properties. • Increased sales by 35% as compared to control stores by developing and aligning cross-functional marketing teams for a successful multicultural partnership in San Antonio. • Provided strategic direction for content strategy/creative and ensured timely delivery of materials for over 165 projects a month. • Developed processes to ensure project costs were reasonable, accurate, and tracked back to appropriate project. Closed a gap of 2M on the marketing signage budget.

Senior Account Executive at Universal Music Group

July 2008 - August 2012 | Greater Minneapolis-St. Paul Area

Lead business plan for designated high volume/visibility accounts, including the development and execution of marketing campaigns and achievement of sales/business objectives. Supervised and developed direct reports. • Championed strong relationships with Target, Best Buy and Kmart accounts (physical and digital). Partnered with clients’ marketing, merchandising, PR, events and media departments. • Drove content strategy across social media, print, digital, in-store, circular, radio and TV ads/specials. Ensured messaging was on-brand, and culturally appropriate for Latino audiences. Efforts resulted in an 18% increase of voice share. • Transformed processes to support strategic goals, time frames, funding and procedures reducing turnaround from 3 weeks to 1 week. • Conceived and developed exclusive product – Latin Billboard Nominees to improve accounts multicultural strategy. Album debuted as #11 – Top 100 Billboard Latin and continued charting for 22 consecutive weeks.

Latin Sales and Marketing Representative at Universal Music Group

September 2005 - July 2008 | Greater Minneapolis-St. Paul Area

Lead the creation and execution of sales and marketing plans for high volume/visibility accounts. • Managed Target, Best Buy, Costco and Musicland Latin music sales with a portfolio of more than $100 million annually. • Identified insights and trends from partners’ KPIs to grow sales and market share gain. • Decreased YOY expenditure by more than 60% on co-op funds by creating innovative pricing program.

National Account Manager, Spanish-Language & Hispanic Products at Llewellyn Worldwide

June 2004 - September 2005 | Greater Minneapolis-St. Paul Area

Managed sales and day-to-day business for national and international retail accounts. Served as a liaison between assigned accounts and all Llewellyn departments. • Developed channel marketing plans and promotions to support national accounts based on research and industry trends. • Administered sales strategies for international vendors, distributors and retail clients. • Coordinated digital initiatives, content strategy and development for web, e-mails, catalogs and channel communications. • Negotiated the return of $2M in merchandise from a client in Mexico and resold the merchandise to a client in Argentina.

Product Development Specialist | Sr. Acquisitions Editor at Llewellyn Worldwide

October 2002 - June 2004 | Greater Minneapolis-St. Paul Area

Responsible for the acquisition and development of new products (both original Spanish and translations from English to Spanish). • Lead contract negotiations with authors/agents, licensing rights for international and U.S. Hispanic markets. • Performed content evaluation and developed marketing and promotional plans. • Managed translation governance model and in-language support for products to support multicultural/multilingual strategy. • Determined appropriate multicultural marketing approach for products considering risk, compliance, and customer experience. • Spearheaded the development of the Latin category as a business line with 60% growth in 2 years.

Graphic Designer/ at Llewellyn Worldwide

August 2000 - October 2002 | Greater Minneapolis-St. Paul Area

Designed, formatted and edited manuscripts for over 50 published books. • Assisted with the translation governance model and culturally relevant messaging for multicultural segments. Integrated materials into creative processes, ensuring compliance with business processes. Oversaw execution of Spanish bilingual initiatives that are translated accurately and properly acculturated, including development of content, promotional materials, and communications to support targeted cultural populations.

Alexander Negrete's Education

University of Minnesota-Twin Cities

1997 – 2001

Bachelor of Science

Concentration: Graphic Design and Marketing


Alexander Negrete's Interests & Activities

Competitive Market Analysis, Shopper Marketing, Strategic Planning Skills, Relationship Building, Business Development, Account Management, Sales, Multicultural Marketing: Hispanic & African American Markets, Direct and Channel Marketing, Retail Merchandising, Promotional Programs, New Product Launches, Product Assortments, Sales Incentives, Planograms, Media Plan, Digital Marketing Strategy, Advertising & Promotions, Ecommerce Strategy, Project Management, Merchandising, Buying & Negotiation, Retail Marketing, New Store Openings, Forecasting, Negotiation, Buying, International Business, Automotive Industry, Publishing Industry, Entertainment & Music Industry, Bilingual Spanish/English, Conversational Japanese, Portuguese and Italian

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