Rose M. Hernandez 20825 NE 32nd Place * Aventura, FL 33180 Telephone: +1 305-331-3825 * Email: rh12028f4@westpost.net http://www.linkedin.

com/pub/rose-hernandez/9/167/794 HISPANIC CUSTOMER LOYALTY LEADER Multiple award winning, passionate, and leading edge diversity marketing executi ve who drives innovation to inspire teams to identify new opportunities to serve customers. Known as a creative, visionary leader who builds loyal relationship s to create extraordinary value under numerous constraints and short time frames . A results oriented business developer with over 20 years experience in Fortun e 500 companies and proven ability to acquire new markets and expand existing bu siness. A persuasive communicator focused on strategic planning and management of integrated marketing strategies who has created and managed marketing databas es and loyalty programs in 40 countries in Latin America and the Caribbean. A tr ans-cultural individual who is comfortable with people and settings around the w orld and who has identified and negotiated strategic pan-regional alliances and opportunities. Expertise includes: * Multi-cultural & Multi-lingual Marketing * Hispanic Consumer Marketing Strategy * Database Development * Strategic Planning and Implementation * Acquisition, Retention and Loyalty Program * Product Development and Management * Customer Service Management & Training * Management of Cross-functional Teams & Direct Reports * Integrated direct response advertising * Fluent - English & Spanish PROFESSIONAL EXPERIENCE WESTERN UNION FINANCIAL SERVICES, Sunrise, FL 2003 - 2010 Number one global money transfer company with annual revenue of $4.5 billion, wi th a combined network of more than 385,000 Agent locations in 200 countries and territories. Marketing Director, Customer Relationship Management, Latin America and the Cari bbean Led development of regional customer loyalty programs with 1.3 million active co nsumers in 42 countries throughout Latin America and Caribbean region. * Established Preferred Pricing Loyalty Program for senders resulting in doublin g customer retention, transaction frequency and incremental revenue. * Conceived and launched (no budget) an Alliance-based reward program to increas e use of the Western Union Card for use with 1.3 million senders / receivers in 39 countries, resulting in 160 alliance partners in 5 years with 100% contract r enewals and competitors creating copy cat alliance programs. * Implemented integrated advertising campaigns utilizing TV, radio, outdoor, POS and SMS marketing. * Increased brand value and customer purchase power by developing alliance deals around customer buying habits. * Directed customer-focused marketing programs achieving 25% customer participat ion in loyalty program; in some countries achieving 90% loyalty program penetrat ion. * Applied customer segmentation strategies and SMS marketing, resulting in doubl e digit response rates. * Developed marketing databases for Western Union and flank brands, Vigo and Orl andi Valuta, creating a cross-brand view of a portfolio of nearly 5 million Hisp anic and Caribbean Diasporas consumers. * Received multiple awards including World Class Performance Innovator of the Ye ar 2004; 2008 and 2009 World Class Performance in Excellence in Customer Service , 2009 World Class Performance in Excellence in Business Partnering. CIGNA INTERNATIONAL, Miami, FL 1998 - 2000

CIGNA Corporation provides health care and related benefits in the United States and internationally. Vice President, DM & Credit, Latin America Turned around CIGNA's LATAM LA&H business from a significant loss to a significa nt profit within 12 months. Coordinated expansion of business into new distribut ion and strategic partners, including American Express, Bank Boston, and Citiban k - resulting in profitable growth for all entities in one year's time. * Developed and maintained expenses of $3.5 million, and revenue budgets of $56 million. * Recruited, trained, and supervised 150 full- and part-time employees, includin g direct report responsibility for five Miami-based regional directors and manag ers of seven countries. CIGNA INTERNATIONAL (continued) * Constructed standardized and centralized customer database of 280,000 that pro vided Customer Service and Fulfillment operations in Miami, serving 23 countries in the region. * Spearheaded a series of customer-segmentation driven marketing programs that r esulted in new product launches, expanded market penetration, and increased key account base achieving 600% increase in profitability over previous year, while reducing marketing expenses by 40% and operating expenses by 22%. * Applied new sales strategies to increase response levels, from under 1% to dou ble digit. * Turned around the Venezuela and Mexico markets by streamlining the operation, renegotiating vendor contracts, signing new partners, expanding product offering s and expanding telemarketing operation; going from a ten year loss track record to $300,000 profit within 6 months. * Redesigned telemarketing call center operation to rural area in Mexico, focusi ng on training and incentive programs, resulting in a 40% response rate and near ly 100% customer service rep retention. MICROSOFT CORPORATION, Fort Lauderdale, FL 1995 - 1996 Microsoft Corporation provides software and hardware products and solutions worl dwide. Regional Direct Marketing Manager, Latin America Conceptualized and managed lead-generation, new customer acquisition programs, a nd launched long-term customer loyalty strategies. * Launched direct distribution channel to 38 countries throughout Latin America and the Caribbean, resulting in increased retail traffic and sales volume. * Designed and built first database of over 200,000 customers in Latin America, and developed direct sales and channel distribution strategies that utilized bot h B2B and B2C database profiles. * Systematized and centralized operations, consolidated network of vendors and a dvertising agency activities resulting in operational efficiencies, cost reducti on and uniformity of brand throughout the region. * Designed lead generation campaign, targeting mid-sized companies in Brazil, Ar gentina, Mexico, and Colombia that resulted in double-digit responses and substa ntially increased market penetration in B2B segment. * Launched first email campaign - newsletter for end-users, Channel Partners and Developers and customers in Mexico, Argentina, Brazil, Chile and Colombia. * Built relationships with distribution channel partners convincing them to shar e their proprietary customer databases to drive sales resulting in a 20% increas e in sales. WEST INDIES & GREY ADVERTISING, San Juan, PR 1992 - 1994 Grey Group is a global advertising and marketing agency, with headquarters in Ne w York City, and 432 offices in 96 countries. Vice President, Director-Direct Marketing Headed Grey's flagship direct response agency in the Latin American market. Resp onsible for new business development and maintaining client relationships.

* Improved client services and delivery which increased billings by 150% during first year by successfully integrating breakthrough customer loyalty programs. * Pioneered the largest database of newborn children in Puerto Rico, successfull y driving business growth, expanding the product line while achieving philanthro pic objectives that helped save children's lives. * Assessed employee-training needs; conducted direct response training of scores of account management staff; provided training and direction to creative staff, production, and MIS. * Designed and maintained in-house databases ranging from profiles of beer drink ers to the most up-to-date children's (newborn) database and analyzed data to de velop winning marketing loyalty programs. R.L. Polk & COMPANY, New York, NY 1987-1992 R. L. Polk & Co. is a provider of automotive information and marketing solutions to the automotive industry, insurance companies, and related businesses. Senior Account Executive Responsible for account management, new product development and strategic planni ng of direct marketing campaigns. Included creative execution, production, resea rch, response analyses and analysis of client databases for segmentation. * Designed, developed, and delivered 10 million pieces of mail annually, generat ing billings of $3 million. * Oversaw management of customer database research and modeling components of ma jor national accounts, including insurance, publishing, and automotive industrie s resulting in providing new strategic direction and product development based o n consumer insights. EDUCATION Bachelor of Arts, Mount Holyoke College, South Hadley, MA INDUSTRY AFFILIATIONS Co-founder and first Chairperson, Directo: DMA Council for Hispanic Marketing Speaker at International Industry forums.