DENNIS R. CAICEDOLaurel, MD 20724

Mobile: (301) 538-4660dennis@solucioninc.com

During my comprehensive career as a Sales Management Leader in the Media Industry,I have gained considerable business development and client relations experience. I havemade a positive contribution to the success of my employers through my expertise inaccount management, research, business development, and through my superiorknowledge of Media industry trends and a strong background in U.S. Hispanic Media andConsumer Marketing. This along with my ability to help each and every client attain theirgoals for market share and brand awareness makes me an ideal candidate for a positionwith your organization.

Throughout a rewarding career, I have counseled and worked alongside clients within awide range of business categories, including Ad Agencies and PR Firms and with decisionmakers from small business owners to senior level corporate executives; both in theprivate and public sectors. I am regarded as a subject matter expert in driving salesdevelopment and creating high performance teams in the Media Sales Industry, andas an innovative and high performance business development professional, I am confidentthat I would be a valuable asset to your team.

My experience and qualifications include...

- A broad knowledge of the Media landscape (On-Line, Radio, TV & Print) with a strongbackground in Sales Management, Media & Market Research, Sales Training, EventPlanning and Execution and Non-Traditional Revenue Development and Production.

- Expertise in the design and execution of multifaceted marketing programs to enhanceinternal and external client brand recognition and sales.

- The full development and administration of cross-platform advertising / marketingprograms, sales packages and promotions to help generate $ millions in Non-Traditional revenue.

- Sales Training & Business Development…guiding Account Executives to target andcultivate business opportunities outside of their “comfort zone”.

The accompanying resume can give you an overview of my strengths and my potential formaking a meaningful contribution to your organization. I look forward to the opportunityto exchange knowledge, ideas and industry experiences and to discover what I couldimmediately offer to help you achieve your key objectives.

Thank you and Continued Success,

Dennis R. Caicedo / Linkedin.com ( http://www.linkedin.com/in/dcaicedo )

D E N N I S R . C A I C E D O

Laurel, MD 20724 301-538-4660 dennis@solucioninc.com

B u s i n e s s D e v e l o p m e n t L e a d e rResults-focused leader specializing in Strategic Business Development eager to contribute expertise in sales,marketing and advertising/promotion toward supporting the employer in maximizing performance objectives.Track record of driving superior results through strong business development, marketing and employeedevelopment efforts. Expertise in broad-based media sales industry including: Radio, Television, Internet,Mobile, Print and Out of Home advertising. http://www.linkedin.com/in/dcaicedo

K e y S k i l l s S u m m a r y

Expertise in Media Trends and Consumer ResearchFull Cycle Sales ManagementForecasting, Strategic Planning and BudgetingKey Account ManagementMarketing and Advertising Plan DesignExtensive Knowledge of the US Hispanic Market

Business to Business SalesMedia Relations and CommunicationsNon-Traditional & New Business DevelopmentMedia Planning and BuyingSales Training Development & DeliverySuperior Presentation/Communication Skills

P r o f e s s i o n a l H i s t o r y

Managing Director

SOLUCION LLC Sales & Marketing Consultancy / Laurel, MD 04/08 to PRESENTVivaMiami.TV Digital Video Production & Marketing

Solucion Inc. has created affiliations and partnerships with other industry experts in New Media and otherconsumer-centric disciplines that offer marketing and business development solutions primarily for SMB’s.

Solucion LLC. is the parent company of Mercado87.com a targeted On-Line Business Directory builtespecially for Local Businesses and powered by Local Radio. Designed to assist Radio Stations generate newrevenue by providing current or new radio advertisers with a valuable on-line and mobile marketing platform.

Solucion LLC is geared towards elevating business awareness and motivating sales through more dynamic andcost-efficient advertising and marketing platforms. Solucion LLC. has created affiliations and partnershipswith other industry experts in new media and other consumer-centric disciplines offering enhanced marketingpractices to improve effectiveness in reaching target consumers.

Solucion LLC also offers a full range of services within the core competencies of marketing, research andadvertising. Areas of discipline include: Strategic Planning, Grassroots Marketing, Creative Development andProduction, Consumer Research, Media Planning and Buying, Public Relations and Promotions.

General Sales ManagerMedia One Inc. / WDCN-FM La Nueva 87.7 / Washington DC DMA 09/13 to 7/14 Management and sales staff development. Generating consistent, profitable growth in sales revenues through

positive planning, deployment & personnel management. Formulated objectives, strategies and action plans toimprove short- and long-term sales and earnings. Prepared current sales policies, practices & procedures.Improved presentation strategies, competitive strategies to maximize sales opportunities.

Vice President – Advertising Sales

WGEN-TV / Caracol Television / Miami, FL 11/09 to 07/10

Leadership and coordination of TV Station's Sales and Marketing functions. Developed and implementedstrategies to achieve business goals. Established and implemented short and long-range goals, objectives,policies, and operating procedures.

Within 7 months, recaptured 30% of lost revenue in 2009 to equal revenue in 2008 resulting in the largestgrowth increase in the history of the TV station.

Supervised the preparation, issuance, and delivery of sales materials, exhibits, and promotional programs.Identified marketing opportunities, direct marketing, and new project development.

Dennis Caicedo Laurel, MD 20724 301-538-4660 dennis@solucioninc.com

Local Sales ManagerCBS RADIO / WLZL-FM - EL ZOL 99.1 / Washington, DC. 05/06 to 03/08

Led business development initiatives and oversaw a staff of 9 Account Executives; consistently exceededtargeted goals for monthly sales for an average growth of 5% annually.

Drove sales efforts through the creation of new and innovative grass-roots & theme-based promotionsincluding three successful Career Fairs returning a 9 to 1 return-on-investment.

Coordinated with Programming and Promotions departments to conceive Non-Traditional Sales opportunitiesincluding special events, interactive / digital, and integrated marketing programs.

Director of SalesMEGA Communications ( WBZS-WBPS-FM & WKDL-AM ) / Washington, DC. 01/04 to 05/06

Recruited, hired, trained, all new / high-performance sales force; Maintained complete accountability for thedevelopment of pricing schedules, budgeting and forecasting models to support sales efforts.

Led aggressive efforts to secure new market share through the creation and execution of new sales andresearch materials.

Implemented a key account management and sales reporting system to monitor performance indicators,identified gaps to capturing potential business.

National Director of Sales Research & Business DevelopmentSBS / Spanish Broadcasting System / Miami, FL 04/02 to 07/03

Reported directly to the CFO and V.P. of Sales; coordinated efforts to drive SBS Sales Research with focuson business development and implemented aggressive plans to increase market awareness and sales resultsfor 26 SBS radio stations in 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 efforts - generating $1.5MMin new business sales.

Grew partnership with local and national sales teams to create cutting edge advertising and marketingstrategies to gain additional revenues; researched market trends to capitalize on opportunities.

Created and presented sales materials to new and existing major accounts; built lucrative businessrelationships with key decision makers throughout the US to support SBS sales development.

NTR Director /Director of Research & Business DevelopmentHBC / Hispanic Broadcasting Corp (Univision Radio) / Miami, FL 06/98 to 03/02

Oversaw day to day activities for 30 Sales Representatives tasked with driving new sales opportunities througha 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 goal. Drove aggressive business development efforts to capture market share in the Hispanic segment; coordinated

with local & national sales teams to create new business opportunities; Regained $2MM in lost business sales.

Local Sales Manager / Advertising SalesTCI / AT&T Cable Television / Miami, FL 1 0/94 to 06/98

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 revenueand growth and defined revenue goals for individual members of the team.

Managed and monitored individualized sales strategies to ensure optimum performance and subsequentlyexceeded annual goals by 20% in year one, and by 12% for each following year.

E d u c a t i o n / A f f i l i a t i o n s

Roanoke College, Salem, VA - Bachelor of Arts Degree in Sociology / PsychologySales Training: Dale Carnegie, Equitable ( Series 6 Licensed ), Xerox (TCI) and Chris Lytle Sales (SBS)CHLI – Congressional Hispanic Leadership Institute; Maryland Hispanic Chamber of Commerce; FloridaHispanic Chamber of Commerce: Montgomery County Hispanic Chamber. .