Background

Faculty Management

Job experience

• October 2002 - present
  President and Founder
  Valle Consulting
  

  San Diego, CA

  Provide advice in strategy, development of a sustainable competitive advantage, brand positioning, marketing, advertising, growing sales, and the Hispanic market.
  • Conducted in March of 2016 a presentation titled: “Using Big Data and Language Services to Leverage U.S. Multi-Cultural Demographic Changes” at the Connect.Communicate.Care. - On Demand Health: The New Medicine Symposium – Las Vegas, Nevada.
  • Developed B2B/B2C strategic plans for Tri-City Medical Center resulting in 1000 extra births per year.
  • Co-authored How To Win the Hispanic Gold Rush™ selected by Forbes Magazine’s Book Club.
  • Presented to Wal-Mart’s Optical Division top executives the benefits of pursuing the Hispanic market.

• July 2016 - June 2017
  Visiting Professor of Marketing
  Champlain College
  

  Burlington, VT

  Evaluated the content of the Marketing Major. Taught courses in Consumer Behavior, Integrated Advertising, and Integrated Marketing Communications (IMC). Completed contract on June 30, 2017.
  • Recommended a new Curriculum for the Marketing Major, and a new Data Analytics and AI Minors.

• June 2011 - November 2014
  Senior Director of Marketing, Communications, and Public Relations
  Tri-City Medical Center
  

  Oceanside, CA

  Senior Director of Marketing, Communications, and Public Relations 11/2013 - 11/2014
  Vice President of Marketing, Community Relations, and Special Projects 03/2013 - 11/2013
  Senior Director of Business Development of Multi-Cultural Markets 09/2012 - 03/2013
  Director of Business Development of Multi-Cultural Markets 06/2011 - 09/2012
  Led a matrixed team in advertising, marketing, community activities, communications and public relations (PR). Implemented a combined strategic, tactical and re-branding plan for general and multicultural markets. Worked with medical practices and clinics in forming a new ACO. Negotiated contracts with PR firms, TV/radio networks, and newspapers. Produced live and TV programs, events, and activities.
  • Grew Hispanic market share preference in 18 months from 1.5% to 6.3% per Scarborough reports by researching and quantifying the business growth that the multicultural markets represented. Built a new department serving these markets. Established new culturally relevant specific services.
  • Implemented the first program complying with Joint Commission’s new Advancing Effective Communication and Cultural Competence including a certified Video Remote/Telephony/In-Person interpretation procedure for 200+ languages. Passed with no findings an official 2012 JC review.
  • Conducted market research leading to a new logo, tag line, branding, and IMC plan resulting in a general market share preference growth from 5.4% to 7.6% per Scarborough reports in 11 months,
  • Decreased marketing and advertising costs 32% in 12 months by bringing in-house these functions including the production and placement of English- and Spanish-language TV/radio commercials.
  • Ran Event Promotions, Retargeting, Display Advertising and SEO, B2B and B2C campaigns resulting in increased brand awareness (300%), response to advertising (65%), and to social media (150%).
  • Earned the San Diego Business Journal’s 2014 Healthcare Champion – Community Leader Award.
  • Received the UT-San Diego’s Latino Champions Award – 2013 Health Professional of the Year.

• January 2005 - November 2006
  Financial Advisor
  Merrill Lynch
  

  La Jolla, CA

  Provided Hispanic market guidance to management and financial advice to companies. Interacted with the media and the external PR firm (Burson-Marsteller) as one of only 100 company-wide representatives. Held registrations: Series 7, Series 66, and California Life Agent including Annuities. Qualified to handle transactions involving Variable Products, Alternative Products and Options.
  transactions involving Variable Products, Alternative Products and Options.
  • Received a worldwide Leadership in Diversity Award for contributions made to the firm in this area including a proposal to establish a U.S. Hispanic Market Growth Fund.
  • Increased the image of Merrill Lynch among Hispanics by initiating the sponsorship of relevant events, and leveraging PR opportunities. Wrote articles for publication in main Spanish-language newspapers.
  • Completed the contract with Merrill Lynch in November, 2006.
  

• June 2003 - July 2004
  District General Manager
  Sears, Roebuck and Co.
  

  El Cajon, CA

  Turned around a 3-western-state district with nine retail stores and a service repair operation with 480,000 home visits per year and a $50 million P&L budget. Managed an in-bound/out-bound customer service/call center, and a fleet of vans with 320+ service repair technicians equipped with an onboard real-time dispatch and order confirmation system. Operation was sold to Kmart.
  Reviewed all business units’ strategic plans as a member of the Chairman’s Diversity Advisory Council.
  • Improved in 12 months the district ranking in the national scorecard from 27th to 8th out of 53 by improving customer service to a same day response from a prior 10-day lead time requirement. This increased paid revenue from $8.5 million to $13.7 million and paid visits/year from 168,800 to 333,900.
  

• June 2000 - September 2002
  Chairman and CEO
  SCDRG, Inc.
  

  Irvine, CA

  Led all general management functions for this privately held advertising and marketing agency.
  • Increased billings 58% and profits 70% in 12 months through securing contracts with Adelphia, AT&T, Cox, Disney Channel, Fox Sports, HBO, Showtime, and TW. The leads for these contracts were generated from innovative presentations made at industry events, by being featured and quoted in major trade publications, and by referrals from clients.
  • Developed and conducted in 2001 the first Hispanic Marketing Master Course for Cable and Telecommunications Association for Marketing (CTAM). Wrote the inaugural article published by this organization’s first Multicultural Marketing Committee.
  • Grew the number of new Hispanic customers for Adelphia in L.A. DMA 1200% in 90 days by developing innovative Spanish-language cable packages, pricing levels and an integrated marketing approach.
  • Earned four Palm Marketing Awards for English & Spanish-language campaigns developed for clients.

Education

• Claremont Graduate University – Peter F. Drucker & Masatoshi Ito Graduate School of Management
  Ph.D. in Management
  

  2010 - 2017

  • Title of dissertation: “The Future Society of America – A Hispanic Paradox”.
  • Nominated by Claremont Graduate University to and accepted as a lifetime member in the International Honor Society Beta Gamma Sigma.
  • Selected to be part of the national Ph.D. Project Program sponsored by KPMG.
• California State University, Fullerton
  MBA in Business Administration
  

  1982 - 1986

  • Received Cal Grant Graduate Fellowship Program Award for outstanding work in Quantitative Business Techniques and Business Modeling and Simulation.
• Universidad Nacional Autónoma de México
  B.S. in Chemistry, Pharmacy, and Biology
  

  1975 - 1981

  • Graduated second in class. Received the highest honors granted by this university.
  • Appointed to the Advanced Studies Center in Mexico as research representative of the university.
  • Conducted a presentation at the Second Chemical Congress of the North American Continent organized by the American Chemical Society in August, 1980 – Las Vegas, NV
  

• Executive Certificate in Strategy
  Claremont Graduate University – Peter F. Drucker & Masatoshi Ito Graduate School of Management
  

  January 2007 - January 2008
• Director Training & Certification Program
  University of California, Los Angeles – Anderson Graduate School of Management
  

  May 2004 - May 2004
• Corporate Governance Program: Leadership in the Boardroom
  Harvard Business School
  

  August 2004 - August 2004