Résumé
Rafael A. Cabrera
760-828-2313
Rafael@RafaelCabrera.com
SUMMARY
Accomplished at producing a continuous stream of profitable marketing initiatives, cost-reducing measures, and innovative solutions. Well-honed presentation and negotiation skills to C and board of directors level.
Position responsible for developing, planning, organizing, administering, and managing; press relations, advertising, external communications, marketing and customer service activities. Where responsibilities would include the creation and execution of external marketing and strategic communications initiatives, both print and digital, through the development, implementation, and management of strategies, brand architecture, customer service programs and employee-oriented programs.
SPECIALTIES
• Boardroom Presentations
• Business & Thought Leadership
• Brand & Marketing Materials Design
• Business & Marketing Plan Creation
• Brand Development & Management
• Client Relationship Management
• Budgeting
• Competitive Analysis and Positioning
SKILLS
• Bilingual – Spanish
• Brand Awareness
• Brand Loyalty
• Business Photography & photo editing
• Business Planning Marketing
• Business Strategy
• Corporate Communications
• Distribution Channels
• Distribution Strategies
• Graphic Design
• Luxury Brand Marketing
• Marketing Communications
• Marketing Corporate Branding
• Mobile Web Design for Smartphones
• Negotiation
• New Business Development
• Public Relations Management
• SEO
• Social Media Marketing
• Strategic Planning Marketing
• Strategic Communications
• Team Building
• Video Production & Editing
EXPERIENCE
Tools for the Capitalist, LLC • 2002 – Present
CEO
Corporate officer/core management team member, providing corporate strategy, business development, marketing services to startup and mid-growth stage companies. Analyzed needs, determined scope of work, developed strategies/executed business and marketing plans, completed deliverables, and built/strengthened relationships. Some key engagements included: Proline Concrete Tools, Brickform, Skytypers and Floric PolyTech.
Proline Concrete Tools
Established in 1992, Proline was a $1.2 million manufacturer of concrete imprinting stamps by 2003. My engagement with Proline started in July of 2004.
Scope of Work
• Evaluated market position, competitive analysis, developed business and marketing plan.
• Created media relationship building campaign.
• Developed national trade relationships through industry conferences building long-term relationships with potential distributors and contractors.
• Transitioned Proline for a small regional B2C manufacturer with a modest private labeling business to the most profitable and successful B2B national and international decorative concrete manufacturer in the industry.
• Created first-to–market border imprinting tool line with each tool having a 1000% profit margin.
• Revenues reached $1.7 million by the end of 2004, within five months of my tenure.
This was accomplished within nine months of my initial engagement with Proline.
RESULTS
Between January and May of 2005, revenues grew from $1.7 to $3.5 million.
During the pursuing 24 months, Proline crossed $6 million in sales.
Brickform
Brickform was an $18 million market leader in imprinting stamp and Proline’s largest competitor.
Scope of Work
• February: Handled market research for an RFP for Home Depot.
• March: Traveled to England and introduced Brickform to LaFarge’s Decorative Concrete Division to
expand Brickform’s business into Europe. (LaFarge is the largest concrete manufacturer in the world
with revenues exceeding
• April – July:
– Performed a brand audit and adverting department’s assets, including personnel
– Rebranded Brickform, developed a complete branding program including their corporate materials, product materials, catalogs (English and Spanish), color charts, distributor loyalty programs, training materials and field training.
– Prepared, design and executed Brickform’s Annual Sales Conference
– Redesigned product packaging
– Refocused advertising campaign
– Product launch resulted in $465,000 in new revenue in just three months
RESULTS
Brickform grew from $18 to $26 million in 2005; experience an $8 million jump in revenues with five months of my work.
SkyTypers Inc
Skytypers is a third-generation company known for gas generated dot-matrix-looking letters in the sky such as the Coppertone ads over the shores of both coasts. I repositioned SkyTypers as an aviation-branding company.
SCOPE OF WORK
– Market research on competitors and its audience
– Reposition sales approach
– Redesign brand and collateral materials
RESULTS
One of their new assignment closed was the Microsoft Vista product launch
Rubicon Direct Marketing • 1993 – 2002
CEO
Initiated focus toward business–to-business customers. Challenged to drive sales momentum and organized shift through planning and executing relationships, partnerships and strategic business initiatives. Managed key products in new, mature and intensely competitive markets. Recruited sales team, established performance metrics, introduced commission structure and grew revenues.
RESULTS
• Publisher: Launch a monthly B2C newspaper that grew from an 8-page to a 32-page publication,
that grew from 10,000 to 32,000 in second year
• CEO: Launched a B2B business network, South Valley Business Alliance, that was named as the
fastest grow private chamber in Utah
• TALK SHOW HOST: Introduced a business talk show to the same market as the South Valley
Business Alliance
Ink Solutions • 1987 – 1993
Vice President, Marketing
Ink Solutions primary business was handling high quality printing for advertising agencies. Also managed printing for major companies and organizations such as Huntsman Chemicals, the University of Utah and the Utah Economic Development Corporation.
As Chairman of the Nafta Committee of the Utah Hispanic Chamber of Commerce, initiated Spanish language radio talk show promoting cross border trade between Mexico and US. Also hosted a business talk show pertaining to local business growth sector. As publisher, created and managed a consumer targeted publication with 20,000 circulation to facilitate business conversations. Recruited and managed sales force, managed strategic planning, market positioning, budgeting, profit and loss, and conceptualized all aspects of market outreach.
RESULTS
• As Chairman of the Nafta Committee of the Utah Hispanic Chamber of Commerce, established the Nafta committee, created the Utah Hispanic Chamber of Commerce Nafta Conference bringing the Utah Economic Development Corp, business leaders including experts in: law, finance, cross-border business, manufacturers and academia
• Spanish Language Talk Show to support the Nafta market exposure
Pandick Technology Inc • 1984 – 1987
Major Account Manager
Managed branding products for investment banking clients: Citicorp, Merrill Lynch, Prudential-Bache Securities, Shearson/Loeb Rhodes, Kidder Peabody, First Boston, Chase Manhattan, among others.
RESULTS
• Held National account to sales volumes over $1.5 million per year throughout tenure and was second out of 17 sales people throughout company’s 13 offices.
Bowne & Co • 1983 – 1984
Sales Manager – LSI Division
Designed and developed product line targeted to investment banking firms on Wall Street which enabled personal sales volume to rise from $364,000 to $1 million* within 12 months.
RESULTS
• New Product development for RFP books
• Brought in-house services for index tabs over $200,000 in new revenue
• Brought in-house foil stamping equipment that reduced expenditures of $50,000
• Doubled annual revenue from $1 million to over $2 million*
The Winchell Printing Company • 1981 – 1983
Plant Manager
Set up a complete offset printing facility in Lower Manhattan for a Philadelphia-based printer. Oversaw construction, then managed sales, administration and production departments. Catered to Wall Street financial and legal business community.
RESULTS
• Initially hired to organize and manage NYC facility, I developed a book of business of $200,000+ in first in new sales while still responsible for all initial responsibilities.
AM International/Printing Division • 1978 – 1981
Operations and Training Manager
Oversaw all training and installations for clients located in New York City. Developed and managed training programs for printing plant facilities including in-house facilitates for major banks, brokerage house and investment banks located in the Wall Street District in Lower Manhattan.
RESULTS
• Managed equipment installations, over $20 million in sales, that contributed to the growth for
branch rising from 72nd to 1st in one year
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EDUCATION
New York City College of Technology
Management: Print and Process Management
School of Visual Arts
Graphic Design
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HONORS
• Graphic Design USA 2007 American Graphic Design Award
Top Honors for in Direct Mail Category, Pacifica Magazine Media Packet
• Graphic Design USA 2007 American Graphic Design Award
Top Honors for in Self-Promotion Category, Tools for the Capitalist Brochure
• Graphic Design USA 2007 American Graphic Design Award
Top Honors for in Brochures Category, Skytypers, Inc Brochure
• Society of Professional Journalists
San Diego Pro Chapter For Pacific Magazine, while I was publisher
2007 FIRST PLACE Magazine Business Story “The Energy Pioneers”
written and presented to Helen Chang and Celene Adams.
• Graphic Design USA 2006 American Graphic Design Award
Top Honors for in Stationery Category, Skytypers, Inc – Stationery set
• Neenah Paper Design Awards 1998 Gold Metal Corporate Identity – The Rubicon
• Norbest National Convention » 1993 First Place: Best Turkey Barbeque Recipe
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