Luis Moreno

Hi, I am Luis Moreno an entertainment marketing professional with extensive Hispanic marketing experience.

Luis Moreno is an entertainment marketing professional with extensive Hispanic marketing experience. I specialize in developing emotionally engaging, experiential marketing solutions, that generate instant incremental sales, product distribution, and go beyond the reach of traditional marketing. My experience includes developing programs for Corona Extra, Modelo Especial, and Sunny Delight. My career success within a corporate marketing department or within an agency is based on developing simplified, well executed retail programs and promotions, that have helped grow brands even through the current economic challenges. Recently we developed a program that helped our client generate an incremental $500,000 in sales in less than a months time As Hispanic Event Manager of National sponsorships at Crown Imports, LLC. I managed all Hispanic branded entertainment that included Sports Marketing and up to 250 music events a year. Much of my time was spent traveling (50%) which allowed me to understand the differences and similarities between Hispanics on a national level As Associate Product Manger for Pacifico and Negra Modelo I was involved with the strategic plan, positioning and retail POP/POS elements for Pacifico and Negra Modelo. My position then reverted back to events after the expansion from Barton Beers to Crown Imports, LLC and was elevated to a event manager position after our event program doubled in size overnight My skills include: *Multicultural Hispanic Marketing *Creative Development of POP materials and agency management *Promotional merchandise design and production *Event planning and on-site activation *Direct and Indirect Management of Field Marketing, Field Sales, and Event staff *Development and implementation of national and localized marketing promotions *Consumer Insight Data/market research interpretation *Fully bilingual in English and Spanish *Public Relations *Product placement *Product sampling *Problem Solver *Event ROI measurement

Events Manager, Latino Market- National Sponsorships at Crown Imports LLC

July 2007 - August 2010

Part of one of the best known marketing teams in the nation. Managed up to 235 Music and Sports sponsorships a year for Corona Extra, Corona Light, Modelo Especial and Pacifico. Positioned each brand within our music program according to core demographic and music genre. Developed Point of sale materials for all National tours to include: Marco Antonio Solis, Alejandro Fernandez, Vicente Fernandez, Banda Cuisillos, and Conexion Corona generic POS. Coordinated National and Localized marketing materials and sales promotions based on business unit needs. Managed all event logistics, inventory control, vendor relations, Promotional item development, sale sheets, and communications. Directly managed one person, and indirectly managed Field Sales and Field Marketing. Accomplishments o Promoted every year until reaching event manager level handling events o Established sales promotion tie-ins at retail that generated 23 to 50 percent sales increments o Obtained minimum of 900% ROI on all event sponsorship (Measured through Joyce Julies) o Developed Innovative local marketing opportunities according to business unit needs; this included, celebrity retail appearances with Mexican National Soccer Team Players/ Santos Laguna/ Chivas USA, LA Galaxy, La Quinta Estacion, Banda Cuisillos, and Enanitos Verdes o Developed National promotions for Mana, Marco Antonio Solis, La Quinta Estacion. o Led creative development of Point of Sale materials for Pacifico and Negra Modelo o Managed Mana Tour that led to: 49k additional cases sold, 3210 new facings, 656 new permanent POS placements and product placement with tour that became viral marketing campaign. Familiar with majority of Venues throughout the US. Retail POP Design- Designed marketing materials in conjunction with agency and product manager for Pacifico and Negra Modelo Retail campaign.

Associate National Events Manager at Crown Imports, LLC

October 2006 - July 2007

Managed all Music and Sports Sponsorships for Corona Extra, Corona Light, Modelo Especial, and Pacifico Beer

Associate Product Manager at Crown Imports, LLC

February 2006 - October 2006

Ideation and Creatiion of retail POP for Pacifico and Negra Modelo- Hispanic Maintained a dual role handling event sponsorships and associate product manager role

Event Specialist at Crown Imports, LLC

March 2005 - 2006

Music and Sport sponsorship managment for western United States territory. (Barton Beers)

Partner- Vice President of Entertainment Marketing and Promotions at Gutierrez Brand Group

August 2010

A Below the line agency with above the line experience. A partnership between key Hispanic industry leaders to offer a 360 approach to: Strategic consulting and planning, retail advertising and promotions, Music and Sport sponsorship planning and activation, retailtainment, on/off premise promotions, and promotional merchandise design and production.

University of Arizona

1995 – 1999

Bachelor of Arts

Arizona State University

Hispanic Marketing, Music, Experiential Marketing, Entertainment Marketing, Gutierrez Brand Group, Beer Marketing