DENNIS R.

CAICEDO
12998 SW 91st Place * Miami, FL 33176 * 301-538-4660 * dc604a5c@westpost.net

During my comprehensive career as a Sales Management Leader in the Media Industr

y, I have gained considerable business development and client relations experien
ce. I have made a positive contribution to the success of my employers through m
y expertise in account management, superior knowledge of Media industry trends a
nd a strong background in U.S. Hispanic Media and Consumer Marketing. This along
with my ability to help each and every client attain their goals for market sha
re and brand awareness makes me an ideal candidate for a position with your orga
nization.
In addition, I have a solid record of driving customer service expectations and
generating profit in a challenging economical climate. My reputation for going
above and beyond for my clients and ability to consistently deliver quality resu
lts seems to fit what you are seeking in a candidate. I am regarded as a subjec
t matter expert in driving sales development and creating high performance teams
in the Media Sales Industry, and I know that as an innovative and high performa
nce business development professional, I would be a valuable asset to your team.
The accompanying resume can give you an overview of my potential for making a wo
rthwhile contribution to your organization. As a proven leader, I believe it wou
ld be mutually beneficial for us to meet. Please contact me at your earliest co
nvenience to discuss your organization's goals and how I can help you achieve th
em.
Thank you for your time and consideration.
Sincerely,
Dennis R Caicedo
( Additional Information is Available at: http://www.linkedin.com/in/solu
cioninc. )
_________________________________________________________________

DENNIS R. CAICEDO
12998 SW 91st Place * Miami, FL 33176 * 301-538-4660 * dc604a5c@westpost.n
et
Business Development Leader
Results-focused leader specializing in Strategic Business Development eager to c
ontribute expertise in sales, marketing and advertising/promotion toward support
ing the employer in maximizing performance objectives. Track record of driving
superior results through strong business development, marketing and employee dev
elopment efforts. Expertise in broad based media sales industry including; Radi
o, Cable TV, Digital, Print and Outdoor advertising.
Key Skills Summary
Extensive Knowledge of the US Hispanic Market
Expertise in Media Trends and Consumer Research
Full Cycle Sales Management
Forecasting, Planning and Budgeting
P&L Accountability
Marketing and Advertising Plans
Non-Traditional Revenue Development
Bilingual - English and Spanish
Media Buying
Develop and Deliver Sales Training
Superior Presentation/Communication Skills
Build Solid Customer Relationships
Professional History
WGEN-TV / Caracol Television, Miami, FL (11/2009 to Present)
Vice President - Advertising Sales
* Responsibilities include, providing leadership and coordination of company sal
es and marketing functions. Developing and implementing sales and marketing stra
tegy. Monitoring & analyzing sales and marketing activity against goals. Researc
h and developing strategies which identify marketing opportunities, direct marke
ting, and new project development. Established and implemented short and long-ra
nge goals, objectives, policies, and operating procedures. Supervising the prepa
ration, issuance, and delivery of sales materials, exhibits, and promotional pro
grams.
SOLUCION INC. Hispanic Marketing and Advertising / Columbia, MD (4/2008 to 10/
2009)
Owner / Managing Partner
* Grew new marketing and promotions agency from inception; created focus on the
US Hispanic market to provide consulting services to General Market Advertising
Agencies, Regional Marketing Directors and local business owners.
* Provide a broad range of marketing, research and advertising solutions to supp
ort clients desire to capture Hispanic market share; offer Strategic Planning, G
rassroots Marketing, Creative Development, Production, Consumer Research, Media
Planning/Buying, Public Relations and Promotion services.
* Created the Tu Mundo-Tu Futuro Expo; an educational marketing event focused ar
ound the current needs and future interests of the Hispanic community. www.tu
mundotufuturo.com
CBS RADIO / WLZL-FM - EL ZOL 99.1 / Washington, DC. DC ( 5/2006 to 3/200
8 )
Local Sales Manager
* Led business development initiatives and oversaw a staff of 9 Account Executiv
es; consistently exceeded targeted goals for monthly sales by an average of 4%.
* Drove sales efforts through the creation of new and innovative grass-roots & t
heme-based promotions including three successful Career Fairs delivering which r
esulted in a 9 to 1 return-on-investment.
* Influenced heightened sales numbers through creative sales incentives and inve
ntory packaging.
* Coordinated with Programming and Promotions departments to conceive nontraditi
onal sales mediums including special events, interactive and integrated marketin
g programs.
MEGA Communications ( WBZS-WBPS-FM & WKDL-AM ) / Washington, DC. DC ( 1/2005 to
5/2006 )
Director of Sales
* Successfully recruited, hired, trained, and developed high-performance new sal
es force; maintained complete accountability for the development of pricing sche
dules, budgeting and forecasting models to support sales efforts.
* Led aggressive efforts to secure new market share through the creation and exe
cution of new sales and research materials.
* Monitored sales activity, delivered enhanced employee training and development
efforts, and delivered additional performance coaching as needed.
* Implemented a key account management and sales reporting system to monitor per
formance indicators, identify gaps and capture potential business.
SBS / Spanish Broadcasting System / Miami, FL (4/2002 to 7/2003)
Director of Sales Research & Business Development
* Reported directly to the CFO and V.P. of Sales; coordinated efforts to drive S
BS Sales Research with focus on business development and implemented aggressive
plans to increase market awareness and sales results for 26 SBS radio stations i
n 7 of the top 10 U.S. Hispanic markets & Internet entity (LaMusica.com).
* Played an integral role in leading efforts to drive new business development e
fforts and generated $1.5MM in new business; identified opportunity to increase
market awareness in 7 of the top 10 Hispanic Markets.
* Provided sales and programming support through extensive market research, indu
stry intelligence and ratings analysis.
* Grew partnership with location and national sales teams to create cutting edge
advertising and marketing strategies to gain additional revenues; researched ma
rket trends to capitalize on opportunities.
* Created and presented sales materials to new and existing clients and built lu
crative business development relationships with key decision makers in Hispanic
organizations to support business growth.
HBC / Hispanic Broadcasting Corp (Univision Radio) / Miami, FL (6/1998 to 3/2
002)
NTR Director /Director of Research & Business Development
* Oversaw day to day activities for 30 Sales Representatives tasked with driving
new sales opportunities through a variety of non-traditional business platforms
including; integrated marketing and cross-promotional partnerships.
* Led department to generating over $1.2MM in annual sales, achieved 162% of goa
l.
* Drove aggressive business development efforts to capture market share in the H
ispanic segment; coordinated with local and national sales teams to create new b
usiness opportunities and regain an additional $2MM in lost sales.
TCI / AT&T Cable Television / Miami, FL (10/1994 to 6/1998)
Local Sales Manager / Advertising Sales
* Led the establishment of a new sales department; successfully recruited, hired
, trained, and developed high-performance new sales force.
* Created fiscal, operational and business development goals and objectives, set
benchmarks for sales revenue and growth and defined revenue goals for individua
l members of the team.
* Managed and monitored individualized sales strategies to ensure optimum perfor
mance and subsequently exceeded annual goals by 20% in year one, and by 12% for
each following year.
Additional Related Positions
The Equitable, Insurance and Investment Sales; Miami, FL (1992 to 1994)
Registered Representative /Financial Consultant and Investment Sales
WLVE-FM / Gilmore Broadcasting, Miami, FL (1988 to 1992)
Director of Retail Marketing
Education / Affiliations
Roanoke College, Salem, VA - Bachelor of Arts Degree in Sociology / Psychology
Sales Training: Dale Carnegie, Equitable ( Series 6 Licensed ), Xerox (TCI) and
Chris Lytle Sales (SBS)
CHLI - Congressional Hispanic Leadership Institute; Maryland Hispanic Chamber o
f Commerce