BETTY ENRÍQUEZ

Dynamic marketing leader with a proven track record at Univision, excelling in strategic planning and brand development. Successfully drove a 15% increase in market share while managing multimillion-dollar budgets. Adept at fostering business growth and leading teams to achieve ambitious objectives through innovative project management and market analysis.

• Fully bilingual English/Spanish
• Conversant in Italian/Portuguese

• Advertising Agency experience with Foote, Cone & Belding, McCann-Erickson and Macy’s In-House Ad Agency.
• Adjunct Professor of Business Administration, Universidad Sagrado Corazón, PR.
• Instructor, Berlitz Language School.

• DIRECTOR, New York State Office of Trade and Tourism, Empire State Development, San Juan, PR, 01/01/15, Present, Appointed by Governor Andrew M. Cuomo to direct and manage Empire State Development’s newly established Regional Office (NYSOTT) in Puerto Rico., Foster trade and tourism opportunities including economic, cultural and governmental development between NYS and PR., Create the business and marketing plans for the regional office providing revenue generating objectives, strategies and obtainable action plans., Manage the operational budget for the agency., Source, originate and develop a robust pipeline of investment opportunities identifying leads and industries including import and export opportunities., Structure the department to operate under NYS and PR laws, policies and standards., Lead a staff of four; furnishing direction on project management to obtain accomplishments, tracking the measurable results.
• MARKETING CONSULTANT, Bes+ Marketing, San Juan, PR, 01/01/11, Present, Strategic Consulting including business plans, sales and marketing strategies, brand development, product introductions, pricing strategies, launch campaigns, advertising, promotions, research, public relations, web strategies, and more., Establish a partnership with clients to provide vision and strategies necessary to introduce, grow and build their brands and businesses in a variety of industries and categories.
• DIRECTOR OF MARKETING, Univision Puerto Rico, WKAQ-AM & WKAQ-FM, San Juan, PR, 01/01/08, 12/31/11, Directed the planning, development and implementation of Univision’s overall marketing objectives., Under my leadership, radio stations rose to #1 & #2 positions., Created effective marketing plans proposing strategies that maximized profit and market share by 15% increase while ensuring client satisfaction., Identified the demands of the market, reviewed changes in the industry and adjusted marketing plans accordingly while operating a cost efficient budget., Oversaw the development of the Digital, Advertising, Promotions, Public Relations, Communications, Community Relations and Research departments.
• SALES & MARKETING MANAGER, Univision Radio, WKAQ-AM & WKAQ-FM, San Juan, PR, 01/01/04, 12/31/08, Strategic development of the Sales Department by implementing Corporate’s overall plan., Sales achieved: +10% increased revenue, Years 1, 2, & 3 in a declining market., Managed & directed seven AE’s to think outside the box in reaching and exceeding sales goals., Ensured proper recruitment and training to negotiate long term deals resulting in multi-million dollar commitments., Developed the Promotions, National Sales, and Univision TV Integrated Departments as competitive edge resulting in double-digit growth., Corporate liaison in reporting Puerto Rico status providing accurate annual and quarterly P&L forecasts and sales projections.
• GENERAL SALES MANAGER, Univision Radio/Hispanic Broadcasting Corp., WCAA-FM and WADO-AM, New York, NY, 01/01/02, 12/31/04, Directed & managed six department heads and identified key areas for selling opportunities., Developed strategic plans to deliver sales goals., Structured and revamped the sales organization leading 30 AE’s to perform successfully thus achieving +20% revenue growth in Year 1; +10% Year 2., Formulated sales budget for each department head., Tracked and monitored station and market revenues., Created sales & marketing tools for sales staff., Forecasted quarterly and annual station revenues.
• ASSISTANT BRAND MANAGER, Coors Brewing Company, Coors Light and Keystone Brands, Golden, CO, 01/01/99, 12/31/01, Directed brand-building initiatives for General Market & African American diversity segments., Assisted in development, management and execution of the annual marketing plan ensuring financial & volume goals for the brand., Developed and implemented strategic direction for 2001 African American Diversity Marketing Plan, increasing brand penetration by 30% while overseeing budget and quality issues and serving as Field Sales Liaison., Spearheaded and executed Coors Light and Keystone Brands’ packaging and promotional initiatives for General Market and African American segments resulting in +12% volume growth., Provided recommendations on brand performance and market opportunities including packaging, pricing and channel opportunities through industry analysis using AC Nielsen and Internal Data Systems., Assisted in designing new graphics for Keystone Light, Keystone Ice and Keystone Premium brands, Q1 & Q2, 2000.
• FIELD MARKETING MANAGER, Coors Brewing Company, Northeast Region, Edison, NJ, 01/01/94, 12/31/99, Initiated strategic marketing plans to build Coors Brewing Company portfolio in the Northeast., Developed annual marketing plans for the Hispanic Market., Conducted consumer research in USA, Mexico, Dominican Republic & Puerto Rico for consumer insights., Created model Regional programs from Maine to Washington, D.C. with a buy-in of over 15 distributors and later adopted as National programs for the Coors Light brand., Introduced tactical programs in New England, Philadelphia and New Jersey, acquiring sales, brand penetration and market share of double to triple digits.