Jorge Pelayo

Current

Partner VP Marketing & Sales at MAS Comunicacion

Past

Managing Director at Leo Burnett
Marketing Director at Hasbro
Marketing Director at Quaker Oats

Managing Director & Partner at Marketing Connection
Marketing and Sales Director at Sara Lee Corporation
Brand Manager at Procter & Gamble

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Education

Universidad Anahuac

Recommended

7 people have recommended Jorge

Connections

500+ connections

Industry

Marketing and Advertising

Jorge Pelayo’s Summary

Seasoned International Bilingual Marketing Executive. Vast experience of over 25 years. Successfully performed as General/Country Manager, Marketing and Sales Director and VP for large Multinationals, as well as Agency Managing Director, Entrepreneur and Consultant. Has devised, strategized, managed and executed volume driving and profit building initiatives and campaigns that have:
• Captured market-leading dominance (market share gains of up to 35%) for both new and existing Brands and products.
• Doubled sales in less than a year (up to $92 Million/yr).
• Boosted managed business subsidiaries into their Corporate Top-10 List worldwide in terms of revenue and profits.
• Led start-ups, mature businesses, recently acquired units and stagnant businesses into market leadership and above target volume/ profitability.

Persuasive bilingual communicator. Substantial achievements in Branding, Brand Identity and Communications, overall Business Development, devising and executing strategies later reapplied into the U.S., Europe and South America, and in providing Marketing support to Sales Areas. Has Consulting and Entrepreneurial expertise through self-owned businesses, as well as Teaching experience at the University level.

Interested on opportunities in Canada, including leading companies, early-stage startups as well as companies “on the bubble”.

Jorge Pelayo’s Specialties:

Business Development; Branding; Communications; International Marketing; Consumer Packaged Goods: Services Marketing; Media Planning and Buying; Product management; Advertising; PR; Events and Promotions; Media Selling; Business Initiatives; Marketing Plans; Budgeting; P&L Management; Consumer Research; Product Development; Pricing; People Management; Agency management; Sales Forecasting; Sales Administration; Selling; Trade Marketing; Distribution Channels; Client Service; Category Management.

Jorge Pelayo’s Experience

Partner VP Marketing & Sales

MAS Comunicacion

(Privately Held; 11-50 employees; Marketing and Advertising industry)

April 2002 — Present (7 years 9 months)

Entrepreneurial start-up focused on developing Radio contents for Spanish-speaking audiences worldwide. In charge of development and implementation of Business Plan, VC Fund Raising, Product Development, Marketing and Sales. Have launched 3 successful Radio Shows in the U.S. in alliance with Univision and a new, innovative Media with the largest Spanish-language Movie Theater chain worldwide aside of other products.
Managing Director

Leo Burnett

(Public Company; 51-200 employees; Marketing and Advertising industry)

March 2000 — April 2002 (2 years 2 months)

Overall responsible for the Mexico subsidiary, with 186 employees. Cleaned the financials of the Mexican office, pushing it to the top 11 subsidiaries of the company worldwide. Restructured the office's team and modernized its vision in Mexico. Acquired new Clients (i.e. Grupo Modelo, SAM´s Club, ING, Canon). Started operations of a Digital Studio and a second Agency, Avenue Advertising.
Marketing Director

Hasbro

(Public Company; HAS; Consumer Goods industry)

March 1999 — March 2000 (1 year 1 month)

As Marketing Director for the Mexico Country Office, was in charge of all Marketing functions, Sales Support, Product line definition and Product development. Fueled double-digit growth roughly doubling annual sales in just one year. Expanded Brand presence into 3 new product categories.
Marketing Director

Quaker Oats

(Public Company; 5001-10,000 employees; Consumer Goods industry)

November 1997 — February 1999 (1 year 4 months)

As Marketing Director of the Mexico subsidiary, was in charge of all Marketing functions and of Sales support. Restructured in full the Marketing Department as well as its relationship with the Sales area. Achieved every financial and Market Share objective. Launched new products in record time, increasing company involvement into de Healthy Snacks category.
Managing Director & Partner

Marketing Connection

(Privately Held; 11-50 employees; Marketing and Advertising industry)

October 1996 — November 1997 (1 year 2 months)

Overall responsible for this entrepreneurial venture, focused on designing, sourcing and executing mass-production in-pack promotional premiums for packaged Consumer Goods. Multiplied company Sales and Profits five-fold. Identified and developed both Client and Supplier portfolio.
Marketing and Sales Director

Sara Lee Corporation

(Public Company; 10,001 or more employees; Apparel & Fashion industry)

July 1992 — October 1996 (4 years 4 months)

Was the overall responsible for the Marketing and Sales functions of the Knit Products Division (Apparel) within the Mexico subsidiary, including Retail, Whoslesale and Distributors' Channels. Started company operations in Mexico. Nationally introduced and placed the Hanes MegaBrand (both Retail and Printable Divisions) as market leader in Sales, Recall and Brand Image, managing a product catalogue upwards of 2000 SKU's. By end of Year 1 of operations, produced cashflow needed to acquire the country's leading Men/Boys Underwear Manufacturer with 100% self-generated funding, and thus turn the operation from 100% imported product to 85% local sourcing / 15% imports. Exceeded all financial, volume, distribution and Marketing goals.
Brand Manager

Procter & Gamble

(Public Company; 10,001 or more employees; Consumer Goods industry)

April 1988 — July 1992 (4 years 4 months)

Within the Mexico subsidiary of this blue-chip Multinational, started as Brand Assistant in the Soft Drinks Category, later was Assistant Brand Manager and then Brand Manager in charge of Shampoos, finally Brand Manager in charge of Toilet Soaps. While in charge of Toilet Soap brands (the second category for the company both sales and profit wise), I was responsible for most of the volume and profit within the category, nationally and regionally. I achieved both sales and profit growth in every Brand I managed within the company, in many cases amply exceeding objectives. During this period, I had the opportunity of launching new products, growing mature, leading brands, and relaunching failing brands to success.

Jorge Pelayo’s Education

Universidad Anahuac

BA , Social Communication , September 1980 — September 1985

Additional Information

Jorge Pelayo’s Interests:

New Technology, Integrated Marketing, Reading, Golf, Music, Traveling.

Jorge Pelayo’s Groups:

P&G Alumni
Member, Association of International Product Marketing & Product Management
Vice-President, Mexican Association of Advertising Agencies, AMAP.
Board Member, Olga & Rufino Tamayo Foundation.
Board Member, Ronald McDonald Foundation for Infancy.
Vice-President, Mexican Association for Happy Childhood.
Member, Mexican Association of Organizational Communication, AMCO, Mexican Chapter of IABC.
Jury Member, EFFIE Awards, Mexico.