CESAR O. RODRIGUEZ320 Jackson Hill Street #65 Mobile: 305-298-2780Houston, TX 77007 crrodrirom@gmail.com

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OBJECTIVE: Senior level/C-Level position in the consumer goods, retail or service industries.

SUMMARY OF QUALIFICATIONSSenior Operations and Marketing executive with Fortune 500 companies, as well as, privately owned small and start-up operations. Extensive General Management experience, both domestic and international, in the Consumer Goods, Food, Retail, and Service industries. Proven track record of P&L and cash flow management of businesses both small and multi-Billion in annual revenues.Recognized for driving shareholder value for industry leading companies such as PepsiCo, True North Communications, WPP Group, and growing small and start-up businesses. Strong Strategic Vision combined with financial acumen and people management skills. Considered a change agent experienced with turning around problem organizations. Board and leadership experience in small, privately held companies, and non-profit organizations.

PROFESSIONAL EXPERIENCE

2014 – 2015 CAMPUS CREST COMMUNITIES (CCG-NYSE) CHARLOTTE, NCConsultant Recruited by prior PepsiCo peer, then company COO to report to and work with, responsible for

leading cost reduction and revenue generating projects for student housing developer and operator with 87 properties (approx. 49,000 beds).

Annual Revenues of over $200MM and Net Operating Income (NOI) of $49MM. After two weeks on assignment, asked to mentor and eventually replace Marketing Director. Led

effort to change marketing strategy, reposition brand, and managed rationalization and improvement of company’s digital marketing efforts (SEM/SEO enhancements, website optimization, and instituting A/B testing).

Recommended Operations and Sales departments re-structuring and culture shift to deliver superior customer experience.

2013 – 2014 TROPICAL KOOLERZ, LLC FORT WORTH, TXPartner / Vice President Responsible for developing brand, budgets, go to market strategies, product formulations and co-

packer identification for start-up beverage and equipment company. Negotiated domestic co-packer agreement and international distributor agreements. Played an integral part in securing strategic alliances with equipment manufacturers to complement

main beverage business.

2011 - 2012 FLAVORFUL BEVERAGES INTERNATIONAL RIVIERA BEACH, FLExecutive Vice President Responsible for business development to identify and secure new markets for privately held company

specializing in food service juices and frozen drink mixes. Identified and signed multi-year contract with major Coca-Cola bottler to manufacture and distribute

company products. Negotiated and coordinated PepsiCo International certification of contract packer partner, which

solidified business relationship with large multi-national and led to increased sales. Wrote and implemented manufacturing protocols to insure product consistency and quality in all of

our bottler clients.

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CESAR O. RODRIGUEZ320 Jackson Hill Street #65 Mobile: 305-298-2780Houston, TX 77007 crrodrirom@gmail.com

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PROFESSIONAL EXPERIENCE

2009 – 2010 ONETA COMPANY (PEPSI-COLA) CORPUS CHRISTI, TXGeneral Manager/COO Operating Manager for family owned, independent Pepsi-Cola franchise and associated companies

(bottled water production and distribution, coffee services, and vending) with revenues in excess of $30MM.

Grew revenues and profit by 10%+ by developing and implementing account specific marketing/sales strategies and plans to reverse declining market share. Outperformed rest of Texas corporate owned bottling operations.

Implemented GMPs (Good Manufacturing Practices) and HACCP (Hazard Analysis and Critical Control Point Plans) to meet PepsiCo quality control standards.

PepsiCo Bottler of the Year award nominee (one of four).

2007 - 2009 FLAVORFUL BEVERAGES INTERNATIONAL RIVIERA BEACH, FLExecutive Vice President Responsible for business development to identify and secure new markets for privately held company

specializing in food service juices and frozen drink mixes. Identified and signed multi-year contract with major Coca-Cola bottler to manufacture and distribute

company products. Negotiated and coordinated PepsiCo International certification of contract packer partner, which

solidified business relationship with large multi-national and led to increased sales. Wrote and implemented manufacturing protocols to insure product consistency and quality in all of

our bottler clients.

2002 - 2007 PEPSI AMERICAS, INC. (PAS-NYSE) MINNEAPOLIS, MNGeneral Manager (Pepsi-Cola Bahamas, Ltd.) Country Manager responsible for manufacturing and distribution operations for one of Pepsi

Americas, Inc. Caribbean operations. PepsiCo’s second largest franchise bottler with Revenues of $2.0B+.

Responsible for devising and implementing creative price strategy/plan to combat cheap imports and reverse sales declines. Plan resulted in Sales revenue increases of 40%+ and NOI improvements of 60%.

Led major capital effort to improve manufacturing facility, implemented employee training and established GMPs, which resulted in significant improvements in quality scores.

Established positive channels of communication with combative union leadership, which resulted in collective bargaining agreement under plan and without a strike.

2001 – 2002 J WALTER THOMPSON ADVERTISING (WPP-NASDAQ) NEW YORK, NYBusiness Development Director Responsible for new business development for Miami, Florida office Led and implemented award winning public service campaign for City of Miami post 9/11

CESAR O. RODRIGUEZ

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320 Jackson Hill Street #65 Mobile: 305-298-2780Houston, TX 77007 crrodrirom@gmail.com

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1998 – 2001 DLC INTEGRATED MARKETING MIAMI, FLPresident Responsible for establishing start-up multi-cultural advertsing agency to capitalize on dotcom boom. Hired experienced senior team and built business from ground up.

1995 – 1997 SIBONEY USA (FCB ADVERTISING) NEW YORK, NYGeneral Manager Responsible for top ten US Hispanic advertising agency part of FCB/Interpublic with $5B+ in

billings. Turned around “dying” business and drove NOI by 500% from loss to positive NOI within 18 months

of taking over. Solidified existing client relations and embarked on aggressive new business program. Won Colgate Palmolive’s worldwide creative advertising award.

1980 – 1995 PEPSICO, INC. (PEP-NYSE) PURCHASE NY 1992 – 1995 Senior Operations Director/General Manager, Taco Bell Division, San Juan, PR 1991 – 1992 Director of Operations, KFC Division, San Juan, PR 1989 – 1991 Director of Marketing and Development, KFC Division, San Juan, PR 1988 -1989 President, Cristalia Spring Water, Pepsi Cola Puerto Rico, San Juan, PR 1987 -1988 Vice President Marketing, Pepsi Cola Puerto Rico, San Juan, PR 1986 – 1987 General Manager, Seven Up International, Buenos Aires, Argentina 1984 -1986 General Manager, Pepsi Cola Argentina, Buenos Aires, Argentina 1980 -1984 Sales and Marketing Director, Pepsi Cola Puerto Rico, San Juan, PR Accomplishments:

o Twice nominated for PepsiCo International Bottler of the Year award (Puerto Rico 1982 and Argentina 1986).

o Devised long-term brand positioning strategy to reverse negative brand perception. Coupled with segment specific price strategy increased market share from under 30% to leadership of 51%.

o Developed and implemented trend setting grass roots marketing and promotions campaigns which improved brand perception and led to sales increases of 30%+.

o Negotiated a collective bargaining agreement, which came in under plan and without labor action (a historical first).

o Established quality circles in a union environment, which resulted in packaging cost reductions of 10%+ and improved employee morale.

o Integrated recently acquired competitive operations into existing company without disrupting customer service.

o Using Total Quality Management (TQM) and Toyota Production Process (TPS) techniques reduced company expenses by 20% without affecting customer service or sales results.

EDUCATION

Yale University, New Haven, CT, B.S. Administrative Sciences (Operations Research, Organization Behavior, Economics)

Harvard Graduate School of Business Administration, Boston, MA, MBA Program Inter-American University, San Juan, PR, Antitrust law seminar Pepsi-Cola Management Institute, Purchase, NY, Total Quality Management program,

Negotiation Skills (I & II)

CESAR O. RODRIGUEZ

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320 Jackson Hill Street #65 Mobile: 305-298-2780Houston, TX 77007 crrodrirom@gmail.com

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LANGUAGES: Fully bilingual (English and Spanish)

BOARD SEATS / NON-PROFIT WORK

Vim Americas, LLC 2014 – PresentPartner – Barcelona, Spain casual restaurant concept Western Hemisphere franchise developer

Emerge Fellowship – Houston, TX 2013 - PresentBoard Treasurer – Non-Profit dedicated to developing underprivileged students to attend top tier universities

Executive Service Corps of Houston (ESCH) – Houston, TX 2013 - PresentConsultant – Non-Profit providing business consulting services to non-profit organizations

Yale University Alumni Schools Committee – New Haven, CT 1974 - PresentMember – Organization dedicated to recruiting and interviewing prospective Yale University students

Pepsi Cola Bottlers Association – San Juan, PR 2009 – 2010Board member Equity Committee – Business association

Pepsi Cola Caribbean Bottlers Association – San Juan, PR 1987 – 1989Board member – Business association

Puerto Rico Bottlers Association – San Juan, PR 1987 – 1989Board member – Business association

Junior Achievement of Greater New York – New York, NY 1996 – 1998Board member – Advisory Board to Non-Profit organization

Corral de la Cruz Theatre Group – San Juan, PR 1988 – 1990Board Chair – Local theatre group, including theatre building

Government of Puerto Rico Corporation for Technological Transformation 1987 – 1988Board member – Appointed by Governor of Puerto Rico to entity dedicated to incubate technology business

Association of Advertising Agencies Florida Chapter – Jacksonville, FL 1999 – 2002Board member – Trade association

Association of Hispanic Advertising Agencies – New York, NY 1998 - 2001Board member – Trade association

Caribbean Preparatory Schools – San Juan, PR 1988 – 1995Board Treasurer and Chairman – Private, non-profit, pre-K thru High School educational institution

Lincoln American Community School – Buenos Aires, Argentina 1986 – 1987PTO President and Board member – Private, non-profit, pre-K thru High School educational institution

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