LUIS FELIPE LARROULET OCHAGAVÍA
Kennedy Interior 5428, Apt.33, Vitacura, Santiago Chile
Phone: (+562) 453 8965; (+569) 9 233 8881
E-mail:
SUMMARY
Civil Industrial Engineer from the Pontificia Universidad Católica de Chile. Seven years of commercial experience in the telecommunications company ENTEL PCS and newspaper El Mercurio, specifically in Planning, Marketing and Sales. Skilled at project management with diverse areas, relationships with clients, decision-making and analytical capacity.Advanced level of English.
WORK EXPERIENCE
El Mercurio 2003 to 2008
Marketing Head(2007 to 2008)
Communicational support and commercial development for the following areas:Advertising and classified advertisement sales, Internet sales (Emol website), newspaper sales (single copies and subscriptions), reader loyaltyprogram (Club de Lectores), as well assupport to the editorial area and to the El Mercurio brand. Annual budget of US$ 7 million and a 10-person team.
-Led the preparation and execution of the annual Marketing Plan. This made it possible to align commercial actions with the company’s global strategy.
-Alignment of the marketing team, sales area and advertising agency by refocusing and improving communications between them. This made it possible to generate a Loyalty Planfor clients and advertising agencies.
-Reformulation of a Sponsorships Manual, through which the costs incurred in this item decreased by 30%. It also led to more useful sponsorships,in line with commercial goals.
Sales Head (2006 to 2007)
-Sales were6.8% higher than the annual goal and 12% higher than the previous year –better than the company average. Led a sales group that achieved 10% of companywide sales.
-Launching of a new commercial section, focused on a target that did not advertise previously such as boutiques, jewelry stores and exclusive apparel shops. Besides increasing sales, this new section has an elegant design, somewhat similar to The New York Times.
Marketing Coordinator (2005 to 2006)
-Increased average daily newspaper sales by 50% at Pronto Copec convenience stores, by establishing minimum standards per location due to having detecteda lack of efficiencyinsales procedures.
-Led the development and launchingof a new means of payment for all the newspaper sales channels and products.
Felipe Larroulet O.
9-233 8881
-Reduced the negative margin of the PSU (university selection test)product by almost 90%. This product, due to the focus of its content being on younger readers, is considered strategic;therefore, its costs are seen as an investment in order to reach this target. Such savings were achieved through a complete review of the cost structure and byreducing production and promotion costs.
-Incorporation of newspapers onboard LAN Chile Airline planes, after negotiations and field evaluations. Their passengers are attractive potential readers of El Mercurio. The agreement covers 6000 daily issues of El Mercurio and 6000 of La Segunda, which significantly increasedtotal sales.
Research Senior Analyst (2003 to 2005)
-Led the development of the subscription sales web site, with a team of people from different areas. After overcoming technical difficulties,launched a new sales channel that currently sells an average of 100 subscriptions per day, by offering good service to clients.
ENTEL PCS 2001 to 2003
Planning Analyst (2001 to 2003)
-Preparation of management reports, board presentations, marketing plan control and project evaluations.
-Development of a business game for regional dealers through a system that simulates business scenarios where the dealers play and learn how to manage the different variables of their business.
PRE-PROFFESIONAL JOBS
-TELSYS, December 2000
-Manquehue Real Estate, December 1998
EDUCATION
- Civil Industrial Engineer, major inHydraulics,Universidad Católica de Chile 1994-2000
- Exchange program student, University of Technology Sydney, Australia 1999
- Colegio Padre Hurtado, primary and secondary school 1986-1993
- Saint George’s College, primary school 1980-1986
OTHERS
Languages: Advanced level of English.December 2008 TOEFL IBT- scored 105 out of 120 points.
Software: SAP at user level, implementation of BW module, MSII DataWarehouse management software.
Married, one daughter
Interests: sports