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Islas Bahamas #10, Residencial Chiluca,

Atizapán

Estado de México,

México 52930

Alejandro Hernández Ramos

Home Tel.: (52-55) 5308-4129

Cel.: (+521) 55-2755-0695

e-mail: alexhdz525@hotmail.com, ahernandez@blizzard.com

SUMMARY

More than 18 years in an escalating successful career within the IT & Hi-tech Industries with a start up position in finance later

progressing to Marketing and Sales Management positions. Vast experience and comprehension of international business and practices.

Outstanding result-oriented strengths in the following: Sales Support, Marketing Communications, Sales Forecasting, P&L Management,

Retail Marketing, Visual Merchandizing, Training, Trade Marketing (Promotions, Incentives, Co-Marketing), Product Marketing, Product

Lifecycle, Online Marketing, Online Audience Engagement, Online Segmentation and Online Advertising.

PROFESSIONAL EXPERIENCE

BLIZZARD ENTERTAINMENT - MEXICO México City, México 2010 to Present

Mexico and ROLA Regional Manager Mexico and ROLA 2010 to Present

In charge of setting up the Business in country and for the Business Development, Sales and Marketing activities for Mexico and Central

America. Dedicated to the search and creation of opportunities to increase distribution, users and product & brand awareness.

Expanded distribution at retail that surpassed 2010 sales (2 product launches) by 5% while 2011 had no product launches.

2012 Acquisition efforts attracted 280% more new subscribers to the WoW online game.

Launched POSA prepaid cards in more than 2500 points of sales.

CYTI S.A. México City, México 2009 to 2010

Director of Operations Mexico Territory 2009 to 2010

In charge of Sales, Service Operations, Technology and Logistics. CYTI provides laboratory, evaluation and certification services to

specific industries in Mexico's Central and Southern Regions.

Developed and Implemented new Customer Acquisition strategies (WEB and Search Engine Marketing) resulting in 80% cost

reductions and improvements in lead management and control.

Implemented new sales and service control processes resulting in improved satisfaction and 20% reduction in turnaround times.

Implemented and launched new Electron Microscope Services which provide increased differentiation in the marketplace and expand

service portfolio. Sales are 30% above target and ROI is expected at the end of 2010 due to exceptional service profitability.

PRODIGY/MSN (a Microsoft - Telmex JV) México City, México 2007 to 2009

Online Marketing Director Mexico Territory 2007 to 2009

In Charge of Marketing, PR, Product Development and Product Marketing strategy and implementation for all Online products and

services. I hired, managed and trained a team of 3 senior Product Managers and 1 junior analyst to establish the group from scratch.

Successfully launched the next generation of Windows Live services (Messenger, Hotmail & other).

Designed and implemented various acquisition and engagement web strategies that achieved growth on the Windows Live Platform

from 17M to 25M users (47% inc.). Overturned a negative trend in engagement (min/user) and generated 23% growth in my tenure.

Developed Messenger 10yr Anniversary engagement campaign. Campaign later was adopted as global campaign. To date, this

campaign has generated $200K in sponsorship revenues.

Captured 2nd

spot on the Web Search market overtaking Yahoo by focusing on HP and Search Engine default resetting strategies.

Designed and Implemented cross-selling strategies that overturned negative trends in cross-network traffic index (XNI).

Successfully launched mobile online services in both Telcel and Telefonica with a high CTR campaign (0.25%).

Successfully developed and launched the first Search Loyalty Program in Mexico that increased monthly queries by 15%.

NOKIA MEXICO & CENTRAL AMERICA México City, México 2005 to 2007

Channel Management Director Mexico & Central America 2005 to 2007

In Charge of regional strategy and implementation in the areas of Retail Mktg, Visual Merchandizing, Training, Trade Mktg (B2B

activities, Customer Marketing, Promotions and Co-Marketing); Lead and developed a staff of 20 marketing people and a outsourced retail

sales force of over 350 people. I was hired to develop and implement the group’s strategy from scratch.

Successfully Implemented Retail Program (Promoters, Merchandisers) which achieved close to 3% of incremental sell out Mkt share

points in key accounts and a 24% Mkt share difference in POS served by the program.

Implemented the first Nokia Flagship Store in LTA (6th in the World), a unique retail experience that achieved break-even within 3

months. Sales achieved in my tenure were 20% above target. Store is located at the Antara Shopping Mall in Mexico City.

Designed and implemented first Nokia Academy Classroom – Global Benchmark yielding 51% cost reduction and a 5 fold increase in

training capacity. Full payback was achieved in 2008.

Designed and implemented first Nokia Airport Store in LTA. Break even was achieved in 9 months with sales 20% above target.

Developed and implemented AMM award winning (Asociación Mexicana de Mercadotecnia) Sales Clerk incentive platform – Nokia

Rewards. Program yielded 8 times ROI, 90% awareness, 80% participation and 35K units a month.

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Designed and implemented the Channel Management organizational structure for Mexico and CA. This design was later benchmarked

for the rest of the LTA region.

HEWLETT–PACKARD MEXICO México City, México 2001 - 2005

Small & Medium Business (SMB) PC Product Manager 2003 - 2005

Managed the SMB-PC business for: marketing plan, strategy, product definition & lifecycle, forecasts, pricing, bundling strategy,

promotional activity, P&L management and impacts, competitive analysis, sales force training, sales support activities and sales closing.

Developed and implemented sales increasing strategies and promotions in all go-to-markets: Wholesalers, resellers, Direct and WEB,

which resulted in going from 30% to 40% market share in the SMB Desktop Branded Market over Dell PC’s.

Achieved 65% of Total Gross Margin for Business PC’s in 2004, while volume was only 40% of total.

Achieved a 60% increase in Sales for (CTO) Configure-to-Order product via our WEB site for resellers in 2004. This line ended up

being 25% of the SMB segment revenues.

Consumer PC and DVD Writer Product Manager 2001 - 2003

Managed the Consumer-PC business for: marketing plan, strategy, product definition & lifecycle, forecasts, pricing, bundling strategy,

promotional activity, P&L impacts and management, competitive analysis, sales force training, sales support activities and sales closing.

Developed & implemented strategies and promotions to increase sell out which achieved an increase in market share (from 32% to

37%) in the Branded Home PC Market in 2003, despite Sony’s and Dell’s bigger marketing and media budgets and the HP-COMPAQ

merge occurring.

Developed & implemented branding and awareness strategies that attained HP’s leadership in consumer PC business with 80% of

market share in the Retail channel defeating Sony Vaio.

Achieved 2002 & 2003 Sales Target for Pavilion Product Line despite very limited Marketing Budget because of HP-CPQ merge.

GLOBALSTAR MEXICO México City, México 1999 - 2001

Marketing Manager 1999 - 2001

Conformed and managed a 3 people team for Marketing Plan, Marketing Strategy, Pricing, Product Development, Marketing Research,

Web and Direct Marketing efforts for the pre-operating, launch, operating and closing stages of the project.

Developed and implemented marketing mix for the business: pricing (handsets and airtime; wholesale and end user), alternate

distribution channels, visual merchandizing and media copy which was the basis for a successful launch of our products and services.

Designed and implemented Segmentation Program that refocused efforts in key segments, yielding 30 new accounts and 3M USD in

incremental revenue with virtually no investment.

Developed several products/services: Wireless Data Service, Voice Mail Service, Prepaid Service, International Roaming, and others.

AVANTEL S.A. (an MCI Joint Venture) México City, México 1997 - 1999

Product Mktg. and Development Mgr. – Vision-VPN

(Virtual Private Network Services)

1998 - 1999

Managed VPN service line for Sales forecast, product development and management, Pricing & Promotions, Sales training and sales

support activities as well as sales closing.

Developed & launched a product integrating VPN Service and Toll Free (800) Service which complemented the previous product line

and added value to the portfolio (2M USD) with a small investment.(80K USD).

Product Mktg. and Development Mgr. – 800 Toll Free 1997 - 1998

Managed 800 toll free service line for Sales forecast, product development and management, Pricing & Promotions, Sales training and

sales support activities as well as sales closing.

Developed an international toll free 800 service with potential of $5M in revenues. This was done without any capital investments.

Achieved a 13 fold increase in monthly revenues from $70k to $1M USD.

CITIBANK MEXICO México City, México 1994 - 1995

GATORADE MEXICO México City, México 1993 – 1994

ACADEMIC BACKGROUND

INSEAD Fontainebleau France & Singapore 2007

Degree in Marketing Excellence & Consumer Focus. Program Developed at INSEAD for Nokia Marketing Executives.

ITESM –CEM (MONTERREY TECH) México City, México 2000 - 2001

Degree in Digital Telecommunications

IPADE – MEXICO México City, México 1995 - 1997

MBA Master in Business Administration Degree – Full Time Program.

#1 Business School in Mexico. Recipient of the Excellence Scholarship. Ranked in upper 15% of a 150 student class.

GPA: 3.60. Program stresses team work, leadership, problem solving and organizational behavior.

DUKE UNIVERSITY, FUQUA SCHOOL OF B.

MBA Second Year Studies

Durham N.C., USA 1996

ITESM –CEM (MONTERREY TECH) México City, México 1988 - 1992

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Industrial & Systems Engineer – Bachelor of Science, Fall 1992, GPA: 3.50