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COVER STORY
Respect your candidates
and they’ll respect you
 Suppose the shoe were on the other foot -- you expressed interest in an applicant and they never even acknowledged your message. You’d have a poor – and lasting -- impression of that candidate.
Yet this is exactly what many employers do every day when they fail to engage the hundreds of candidates who apply to their job openings online.
“I think there is a feeling that with today’s virtual systems that the personal touch is not required,” says Penny Sallberg-Carrillo, executive vice president for CPGjobs. “Actually it is more necessary than ever – and the irony is that current technology makes it easy.”
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OFFERS GUARANTEED!CPGjobs new guaranteed offer 12-month package takes the guesswork out of recruiting. You post unlimited job postings--build a pipeline of highly qualified CPG candidates with offers guaranteed. Call Tami Page at (626) 535-0143 to claim your sweet deal. Mario Ronquillo  Sales and Marketing Manager
Louisville, KY
EXPERIENCE
Experienced executive with 11 years in marketing and sales management in the beverage alcohol industry. Created and executed innovative marketing strategies to generate new business in both the general and Hispanic markets. Launched new brands. Worked with regional sales managers and headquarters brand teams to develop customized marketing plans to analyze sales data and create strategies to tackle problems and seize opportunities. Unique ability to bridge the gap between sales and marketing. Bicultural and bilingual in English/Spanish.
CAREER HIGHLIGHTS
As a market manager at Brown Forman directed and managed P&L, volume, marketing, pricing and planning across the central United States. Increased sales 18 percent in 10 months for tequila portfolio by developing low-cost program; executing 38 tequila dinners and training programs in U.S. and Canada, impacting more than 150 people at each event and building image and consumer loyalty; and training distributors’ sales teams, increasing their knowledge of the company’s brands and their performance in selling Brown Forman products. Achieved 44 percent sales increase by creating first tequila portfolio strategy engaging and educating retailers on tequila brands in Illinois. Grew Jack Daniels sales 32 percent in 10 months among Hispanic population in Chicago. As a brand manager led team of two market researchers and two creative agencies to create a new brand called Kluster and Kluster Light. Delivered final product three weeks before schedule and 15 percent below budget. Achieved 7 to 12 percent market share in six border markets in U.S. and Mexico thanks to the strategic alliance with four biggest retail chains in Mexico to increase sales, resulting in more than 4,500 new placements and 67 percent volume growth. During 10 years at Cerveceria Cuauhtémoc Moctezuma had numerous accomplishments. As a market manager directed P&L, volume, marketing, pricing and planning across 14 states in the Midwest. Increased sales 19.3 percent in 2006 for the Mexican portfolio, grew Tecate Light distribution 80 percent, and sold more than 60,000 cases in the first 6 months of introduction. Grew sales of Dos Equis 16 percent in 2005 and 35 percent in 2006 making the Heartland Zone the second fastest growing in the U.S. In 2002 he developed a new beer brand for the company’s Kluster and Kluster Light. Developed brand positioning, communication platform, price strategy, national programs, creative, SKUs, Internet, PR and volume goals for the new brand.
RECENT POSITION
Brand Business Manager
Brown Forman, 2007-2008
EDUCATION
MBA, University of Texas (ongoing)
IN HIS OWN WORDS
“I’m a person who likes to achieve goals through 'on the street' knowledge. By getting your hands dirty you can stay in better touch with your customers and peers creating character and leadership. I have a strong ability to communicate with community leaders, store owners and distributors, and can also talk to upper management. I’m a person with strong values who appreciates good leadership. I believe that the best leader is the one who knows how to pick good people to accomplish the goals, and has restraint to keep from meddling with them while they make them happen.”
CPGJOBS APPRAISAL
“Mario has great marketing experience with a laser focus on the beverage business. His track record of increasing sales speaks for itself – we highly recommend him.”
Posted 8/4/08 by CPGjoblist. Contact Michael Carrillo for a free referral to this candidate, (626) 535-0143.
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NOTES
from the revolution
CPGjobs offers candidates new profile power with Atomkeep
CPGjobs has enabled its CPGjoblist website with Atomkeep, which allows users to store and manage their personal profile information, including names and addresses, resumes and bios through a single, user-configured profile. Candidates who use Atomkeep can custom-configure and instantly synchronize their personal information across the growing number of Atomkeep-enabled websites with a single click. CPGjobs President Michael Carrillo said, ”We’ve enabled Atomkeep to provide an added level of convenience and usability for our candidates. They’re busy, technology savvy professionals who spend a lot of time on the Internet participating in multiple social networking and career sites. Atomkeep will make it easy for CPGjoblist candidates to keep their personal profiles, site preferences and career histories up-to-date and synched across all of their online accounts.” Atomkeep was launched in June 2008. In a few short months the company has expanded the number of Atomkeep- enabled websites to include more than 20 of the most popular sites on the Internet, including LinkedIn, Monster, Twitter and Facebook. CPGjobs will be notifying candidates about the availability of Atomkeep this month via email and will link to Atomkeep through the CPGjoblist.com homepage.
WELCOME ABOARD: CPGjobs welcomes its newest clients: Paladin Staffing, Sargento Foods, Inc. and Senario LLC. For the complete list of more than 100 leading employers who rely on our services, visit CPGjobs.
ECONOMIC BRIEFS: Consumer prices rose 1.1 percent in June, the highest one-month rise in 26 years; the 12-month inflation rate of 5.0 percent is the highest since 1991. Testifying before Congress, Federal Reserve Chairman Ben Bernanke suggested that inflation would continue to rise. In May the Fed broke a string of reductions by leaving interest rates unchanged, a recognition that lower rates had weighed on the U.S. dollar and led to increases in the cost of commodities such as oil and food. The jobless rate stayed at 5.5 percent in June after soaring in May to the highest rate in 20 years – experts say it’s expected to reach 6 percent next year. Meanwhile, consumers are changing their eating habits to adjust to rising food prices and cutting back on driving to save gas. According to Federal Highway Administration data, Americans drove 9.6 billion fewer miles this May than last, the third-largest monthly drop in the 66 years the data has been collected.
MARK YOUR CALENDARS: For the National Association of Chain Drug Stores Pharmacy and Technology Conference, August 23-27 in San Diego; the Health, Beauty, Wellness Marketing Conference of the Global Market Development Center, September 5-8 in Phoenix; Food Marketing Institute's Human Resources/Training and Development Conference, September 8-11 in Monterey, Calif.; Wholesale American Wholesale Marketing Association (AWMA) 2008 Summit and Business Exchange, September 8-11 in Lake Las Vegas, Nev.; American Bakery Expo (Retail Bakers of America), September 21-23 in Atlantic City; 11th Americas Food and Beverage Show, September 24-26 in Miami; National Association of Convenience Stores, October 4-7 in Chicago; and the Network of Executive Women Leadership Summit, October 20-22 in Minneapolis. For more events see CPGjobs online Calendar.
ON THE MOVE: Cynthia Weifenbach has been promoted to president of TracNologies, Inc., the California-based retail sales technology company. She will report to CEO Bob Glas...SABMiller and Molson Coors have announced a new leadership team for their just-merged company, MillerCoors: Leo Kiely will be CEO, Tom Long will be president and chief commercial officer, and Tim Wolf will be chief integration officer for the merging firm. Andy England will be MillerCoors' chief marketing officer and Steve Woodward will be chief human resources officer…Diageo has named Debra Kelly-Ennis president of Diageo Canada and Jon Potter, chief marketing officer for Diageo North America…The FRS Co. has appointed Han Deline chief marketing officer…Former Goya executives Victor Rios and Juan Polanco have been named CEO and COO of Multi-Vitamin Energy Corp., respectively. The company is releasing its new Multi-Vitamin Enhanced Water this month…Send your company news to editor@CPGjoblist.com
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