Jose Luis Guisa Cardona

I have experience in creating successful marketing and communications strategies, in fact I have succeeded in reporting +500% Communications ROI and creating campaigns that lead to +23% net sales growth. In my +22 years experience as director of Marketing and Communication and having worked for several companies in different industries, I developed the skills for leading people, cultivating a culture of teamwork in my staff, creating productive and long-lasting relations with clients and stakeholders and conducting projects to success. I have also been an entrepreneur what gives me the ability of empathize and share the vision of the board’s decisions . 

I am reputable in employing persuasive communication skills to positively influence consumer perceptions. In my former position I managed all communications, social media, branding, PR, marketing, advertising, media, web content creation, customer-facing trade shows and social responsibility initiatives with a 15 members staff. Other highlights of my background include: 

• Strengthening company’s reputation. 

• Leading teams as big as 100 people. 

• Conducting projects and reporting internationally. 

• Creating the company or one of its departments from ground. 

• Successfully leading the executive team through crisis situations. 

• Being responsible of business’ digital transformation (marketing). 

• Bringing business intelligence information to the team. 

• Leading the post-purchase and client experience strategies. 

• Being company’s spokesperson and contact with reporters and society. 

CONCEPT PR September 2013 - To date Communication agency - Consultancy (Merged with HappeningPR since Jan 2021). 

Position: Communications Director - Consultant / Managing Partner 

Key Responsibilities: • Create communications strategies for strengthening clients’ reputation, positioning and awareness. • Advice clients in managing and preventing crisis situations, including media training and crisis seminar. • Create and manage networking and clients’ corporate relations with stakeholders. • Increase clients portfolio and follow up to all agency’s accounts and projects. 

Achievements: • Developed successful communication strategies (Traditional and Digital) for: Teka, Citizen, Nutresa, biossmann, Federación Mexicana de Golf, SAE Institute and startups: Paliatika, Genneos and OQS accomplishing to strengthen their public image and reputation. Attaining PR ROI of +600% AVE in all clients. • Consulted Gentera’s corporate relations in developing corporate relations with new federal government’s Department of Labor and Implemented government’s social program “Jóvenes Construyendo el Futuro” • Successfully managed crisis situations for clients saving millions in reputation damages and expenses. • Generated commercial, go-to-market, client service and digital B2C programs for Genneos and Paliatika. • Conducted media training and crisis management seminars for top executives of all agency’s clients. 

BIOSSMANN June 2012 - to July 2017 Leader in Operating Room infrastructure, products and services. 3,000 employee Mexican company. 

Position: Corporate Director Marketing and Communications 

Key Responsibilities: • Build group’s reputation and positioning overall and in targeted markets (to sustain company’s IPO) • Develop sustainable corporate relations with key audiences: media, society, stakeholders, clients and users. • Bring reliable market information to company’s decision makers. • Lead go-to-market plans for all company’s products and support sales teams (private and public) efforts. 

Achievements: • Reached Public Relations ROI of 1100% (11X1) AVE by formulating a successful corporate communication strategy, generating effective media relations and company’s strong media presence. • Established a Crisis Situations Management Strategy to successfully keeping company’s reputation safe from union conflicts, impeachment, media statements and public opinion. • Guided group’s Social Responsibility plans managing a $10MM budget in donations and charitable events. • Iniciated company’s first ever market research system producing accurate market insights and industry trends and information to stakeholders. • Increased +10% client satisfaction by making a Post-Sale service based in call center and social media. • Generated +$12MM e-commerce income by releasing digital marketing campaigns, loyalty program and demand generation. 

PROMOTORA SOCIAL MÉXICO (Cooperación y Desarrollo) April 2011 - May 2012 Private equity organization that promotes social impact projects. 

Position: Project Director Key Responsibilities: • To restructure organization’s philanthropic branch and turn it digital. 

Achievements: • Succeeded to implement an on-line marketplace focused in: A) Evaluate, rank and assess Mexican NGO’s; B) Connect NGO’s with corporate donors forecasting $50MM in first year found raising. • Lead negotiation for company’s merge with Filantrophilia. 

OFFICEMAX January 2007 - November 2010 Top specialized retailer. +2,700 employees in México

 Position: Marketing Director and OfficeMax Foundation Director 

Key Responsibilities: • Create communications strategy to differentiate it form competitors, enhance its positioning and reputation. • Lead company’s Social Responsibility initiatives and company’s corporate relations with civil organizations. • Bring footsteps into the stores and increase average ticket. • Develop/execute company’s marketing plan: advertising, loyalty program, promotions, branding, e-commerce. 

Achievements: • Succeeded in designing a new brand strategy achieving a record-breaking advertising campaign for Back to School season: net sales growth of 23% and +44% TOM vs closest competitor. • Established The OfficeMax Foundation raising +$5MM by implementing innovative found raising strategies and accomplishing to strengthen company’s reputation and public image. • Guided company’s corporate relations with civil organizations enhancing company’s community engagement and corporate citizenship. • Developed B2B e-commerce and digital marketing campaigns resulting in a new $4MM income channel to the company. • Increased sales ticket 10% by leading the loyalty program and post-sales initiatives. • As HR Director: Reduced payroll cost vs sales (8.2% to 6%) and overall company’s turn over (30%) 

EXTRATEGIA COMUNICACIÓN February 2005 - December 2006 Top 10 PR agency in Mexico.

Position: Director of Communications - Consultant 

Key Responsibilities: • Create communication strategies for strengthening client’s corporate reputation, positioning and awareness. • Advice clients in crisis prevention and management. 

Achievements: • Implemented successful communication strategies for agency’s clients. Delivering PR ROI of +500% (5X1) AVE in all clients. Strategies included PR and crisis management plans: GICSA, Mabe, GE, Casa Cuervo, Grupo Gigante • Successfully designed an implemented Social Corporate Responsibility plans for agency’s clients. • Coached media training seminars for top executives of all agency’s clients. • Out-sourced marketing services like brand strategy, media buying, market research and marketing plan. 

THE GET IT CATALOGUE January 2003 - October 2004 Entrepreneur. Editorial business that edited, commercialized and distributed thematic sales catalogues. 

Position: General Director Key Responsibilities: • Guide the overall business operation. • Lead sales team, develop content, lead design team, oversee production and control distribution. 

Achievements: • Achieved to deliver 6 editions with 10,000 catalogues and $1.6MM income per edition. 

UN KILO DE AYUDA (D.A.A.S.A.) 1995 - January 2003 NGO committed to eradicate malnutrition in Mexico. Top 5 philanthropic brand in Mexico. 

Position: General Director 

Key Responsibilities: • Lead the overall business operation • Improve organization’s reputation and positioning. • Develop sustainable corporate relations with key stakeholders: governments, donors, media, general public. • Create efficient fund raising initiatives. 

Achievements: • Built brand positioning causing to be Mexico’s 2nd most important philanthropic brand with 80% brand awareness, high-level media relations and company’s heavy media presence. • Launched Mexico’s first family of philanthropic products, a 28 consumer goods line branded Un Kilo de Ayuda and sold nationwide in all retail stores. • Lead organization’s relations with government, donors, NGOs, and other stakeholders. 

ITAM Graduate degree in Marketing 1997

Universidad Anáhuac Bachelor’s degree in business administration 1992 - 1996