Alfredo Rosing

Weston, FL 33327

alfredo.rosing@gmail.com
www.linkedin.com/in/alfredorosing

H: 954.389.8554
C: 954.629.0020

PROFILE: GLOBAL MARKETING EXECUTIVE

Outstanding track record of introducing end-to-end marketing strategies and tactics that position companies,
brands, and products as industry leaders in international markets worldwide .
Distinguished career marked by developing creative B2B and B2C marketing programs that drive business
development in global markets. Expert in aligning marketing strategies and campaigns with corporate vision, creating
awareness, generating demand, and positioning brands as industry leaders.
Demonstrated talent leveraging multi-channel marketing tactics and tools to engage consumers and create demand.
Experienced developing and deploying integrated marketing campaigns with components including mobile, digital, online,
email, SEO, direct mail, social media, television, print, advertising, public relations, event, tradeshow, and webinar channels.
Strong start-up, growth, and team leadership. Proven success in establishing marketing organizations for start-up
businesses, building teams in emerging markets, and segmenting target markets for sustainable and profitable growth.
Skilled in inspiring and motivating marketing groups to exceed expectations by modeling expert marketing behaviors.
Alfredo was a core marketing leader in launching Vonage's business in Brazil. His expertise ranging from
understanding local consumer culture, to distilling the right channels, to finding the right partners, to maintaining
excellent relationship with the local team(s) was critical to this successful launch. ~ Gowrishankar Bharadwaj, VP of
Business Development, Vonage
He does it all -- PR, Advertising, Sales, you name it. AND he does it meticulously, strategically and with a great sense
of esprit de corps -- he builds morale throughout the organization - both above and below - with his can-do attitude
and tireless work ethic. ~ Caitlin Spaan, VP of Marketing, Palm
It was a pleasure to work together with Alfredo. He consistently demonstrated a strong work ethic at Mobile
Financial Services and a dedication to success. Alfredo was essential to the team, and contributed significantly to the
success of our company. He has a very strong work ethic and unparalleled leadership. ~ Greg Keough, CEO, Mobile
Financial Services
SKILLS & CAPABILITIES INCLUDE:
Defining, driving, and implementing cohesive global corporate marketing campaign strategy, objectives, and success
criteria that position companies as industry leaders and drive visibility, engagement, demand, and revenue conversion.

Conceptualizing, implementing, and optimizing marketing / sales funnel via use of best practices and focus on metrics.

Collaborating with portfolio marketing team to develop messaging, positioning, and content for multi-tiered,
integrated campaign tactics.

AREAS OF EXPERTISE INCLUDE:

End-to-End Campaign Development & Execution Marketing Strategy Planning & Management Multi-Channel Marketing
Global & Regional Marketing Go-to-Market Strategy Product Development & Launch Strategic Partnerships & Alliances
Mobile, Digital & Online Marketing Customer Segmentation Branding & Positioning Value Proposition Development
Competitive Analysis Corporate Communications Direct Marketing Sponsorships & Events Agency Management

PROFESSIONAL EXPERIENCE
MOBILE FINANCIAL SERVICES, INC.; Miami, FL

April 2014Present

Vice President of Marketing

Recruited to establish marketing operations in 12 countries for this Telefonica / MasterCard joint venture. Lead development
and execution of company marketing strategy for Latin America market. Drive mass customer adoption, usage, and loyalty.
Position company brand as leader in category and build distribution network. Formulate media/public relations strategy and
internal/external communications strategy. Participate in crisis management. Report directly to CEO.

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Staff: 3 direct reports. Budget: $10M.

Launched companys first mobile money product in Peru. Developed value proposition, defined market segments,
created branding strategies, built local marketing teams, and partnered with ad agency to formulate advertising
concepts.

Raised industry awareness and interest in companys consolidated solution by successfully positioning company and
executives in mobile and financial industries through aggressive public relations strategy.

VONAGE, INC.; Holmdel, NJ

October 2012April 2014

Director of Marketing International Markets

Recruited to build Latin America market. Conducted and leveraged international market assessment to create marketing
strategies. Teamed with international partners to develop, design, and execute targeted marketing plans and go-to-market
strategy, encompassing customer insights, market segmentation, distribution channels, product positioning, messaging,
pricing, promotional/media mix, and sales programs that drove customer acquisition. Developed and deployed marketing
and communications across multiple channels including television, print, direct marketing, email, search, online, social
media, and customer referrals.
Staff: 20 staff with 6 direct reports. Budget: $16M.

Orchestrated successful market launch in Brazil by leading strategy from initial concept and product creation to
launch service in three major cities. Hired Brazilian marketing team, developed segmentation and value proposition,
and planned beta testing, pilot, and launch. Negotiated with local ad, PR, online, and telemarketing agencies.

Generated 500% increase in advertising budget by initiating and negotiating media deal with Grupo Bandeirantes.

Contributed to launch plans in Mexico and India by initiating business development and marketing strategies and
tactics, including market research and planning.

PALM, INC.; Sunnyvale, CA

October 2007March 2011

Director of Marketing Latin America

Directed all aspects of marketing and customer service throughout Latin America and U.S. Hispanic markets, including
Brazil, Mexico, Central America, Caribbean, Colombia, Ecuador, Argentina, and Chile. Developed and deployed product
launch, promotion, and advertising programs, strategic marketing plans, and policies/procedures for competitive pricing and
inventory allocation. Represented company in 50+ interviews. Managed online presence, co-op marketing with four major
distributors, strategic partnerships with MTV, AMEX, Porsche, and Regus, and advertising / public relations activities.
Staff: 40 with 10 direct reports. Budget: $25M.

Added more than $200M in revenues by developing/expanding customer base and launching 10 smartphone models in
15+ countries throughout Central and South America and The Caribbean.

Spearheaded one of companys most successful product launches with record-breaking sales of Centro Smartphone
second only to the United States by forming and leveraging strategic partnerships including alliance with MTV to target
young consumers.

Played instrumental role in Palm Centros recognition as best smartphone in Latin America in 2008 by PC Magazine.

Contributed to wind-down and closure of Latin America operations following HP acquisition as one of three people
charged with ending agreements and cancelling contracts throughout region.

BRIGHTSTAR CORP.; Miami, FL

August 2003September 2007

Director of Marketing
Provided strategic direction and leadership for worldwide marketing in Latin America and emerging markets in Africa, Asia,
and the Middle East for startup and now worlds largest telecom distributor. Planned, organized, and managed participation
in 50+ tradeshows and events on four continents. Directed public relations, channel marketing, retail promotions, and
customer entertainment.
Staff: 12 direct reports. Budget: $30M.

Expanded this start-up business from presence in North and Latin America to Africa, Asia, and the Middle East by
spearheading international, emerging market marketing initiatives.

Placed company and its founder, Marcelo Claure, in 500+ news articles in major business, technology, and trade
publications worldwide.

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Opened business with more than 200 wireless operators and retailers by developing, deploying, and managing co-op
marketing strategy with 30+ manufacturers including Motorola, Samsung, Sagem, Kyocera, Sony Erickson, Palm, LG,
Siemens, Canopy, and Redline.

Launched and positioned brand and six phone models in 10 countries by managing B2C marketing strategy for
French manufacturer, Sagem, in Latin America.

SAMSUNG ELECTRONICS, INC.; Miami, FL

April 1999July 2003

Marketing Manager Latin America
Established Samsungs telecom business in Central America, Caribbean, Venezuela, Colombia, and Ecuador by directing all
marketing activities including joint promotions with mobile operators and distributors, product launches, and special events.
Led market research, managed road shows, tradeshow participation, product training, and cultivated strong public relations.
Staff: 25 with 10 direct reports. Budget: $20M.

Expanded companys footprint from 5 to 12 countries by hiring and establishing telecom marketing teams in each of
these countries.

Positioned company as premium brand by forming and managing strategic alliances with Hugo Boss, BMW, Cartier,
and Porsche.

Raised brand awareness, elevated brand image, and created value by negotiating 30+ major event sponsorships,
such as the Concacaf Copa de Oro soccer tournament, Ecuadorian and Costa Rica soccer national teams, and Cricket
World Cup in Jamaica.

Led successful launch of more than 40 mobile phone models in 25 countries throughout Central America, Caribbean,
and northern tip of South America.

EDUCATION
UNIVERSITY OF SOUTHERN NEW HAMPSHIRE
Bachelor of Science in Marketing

AFFILIATIONS
American Marketing Association | International Advertising Association
Kiwanis of Weston, Vice President | Miracle League, Board Member

LANGUAGE SKILLS
Fluent in English and Spanish | Understanding of Portuguese