D E N N I S R . C A I C E D O12998 SW 91st Place Miami, FL 33176 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 r

Results-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 employee development efforts. Expertise in broad based media sales industry including: Radio, Television, Internet / Mobile, Print and Outdoor advertising. ( http://www.linkedin.com/in/dcaicedo )

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

Extensive Knowledge of the US Hispanic MarketExpertise in Media Trends and Consumer ResearchFull Cycle Sales ManagementForecasting, Planning and BudgetingP&L AccountabilityMarketing and Advertising Plan Design

Non-Traditional Revenue DevelopmentBilingual – English and SpanishMedia Planning and BuyingDevelop and Deliver Sales TrainingSuperior Presentation/Communication SkillsBuild Solid Customer Relationships

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

SOLUCION INC. Sales and Marketing Solutions / Miami ~ Washington, DC ( 4/2008 to Present )Owner / Managing Partner Created new marketing and promotions agency originally focused on US Hispanic market. Provided consulting

services to General Market Advertising Agencies, Regional Marketing Directors and local business owners. Agency’s concentration is on elevating business awareness and motivating sales through more dynamic and

cost-efficient advertising / marketing platforms. Solucion Inc. has created affiliations and partnerships with other industry experts in new media and other consumer-centric disciplines offering enhanced marketing practices to improve effectiveness in reaching target consumers.

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

Solucion Inc. is the parent company of the Tu Mundo – Tu Futuro Expo, an educational marketing event focused on enriching the lives, addressing needs and attending to the future interests of the region’s Hispanic community. www.SolucionInc.com / www.TuMundoTuFuturo.com

WGEN-TV / Caracol Television, Miami, FL ( 11/2009 to 07/2010 ) Director – Advertising Sales Provided leadership and coordination of company sales and marketing functions. Developed and implemented

sales and marketing strategies to achieve goal. Liaison with all outside Media companies. Within 7 months, recaptured 30% of lost revenue in 2009 to equal revenue in 2008 resulting in the largest growth increase in the history of the TV station. Researched and developed strategies to identify marketing opportunities, direct marketing, and new project development. Established and implemented short and long-range goals, objectives, policies, and operating procedures. Supervised the preparation, issuance, and delivery of sales materials, exhibits, and promotional programs.

CBS RADIO / WLZL-FM - EL ZOL 99.1 / Washington, DC. ( 5/2006 to 3/2008 )Local Sales Manager Led business development initiatives and oversaw a staff of 9 Account Executives; consistently exceeded

targeted 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 promotions

including three successful Career Fairs returning a 9 to 1 return-on-investment. Influenced sales growth through creative sales incentives and inventory packaging.

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

Dennis R. Caicedo

MEGA Communications ( WBZS-WBPS-FM & WKDL-AM ) / Washington, DC. ( 1/2004 to 5/2006 )Director of Sales Successfully recruited, hired, trained, and developed high-performance new sales force; maintained complete

accountability for the development 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 and

research materials. Monitored sales activity, delivered enhanced employee training and development efforts, and delivered

additional performance coaching as needed. Implemented a key account management and sales reporting system to monitor performance indicators,

identify gaps and capture potential business.

SBS / Spanish Broadcasting System / Miami, FL (4/2002 to 7/2003)Director of Sales Research & Business Development Reported directly to the CFO and V.P. of Sales; coordinated efforts to drive SBS Sales Research with focus

on business development and implemented aggressive plans to increase market awareness and sales results for 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 and generated $1.5MM in new business; identified opportunity to increase market awareness in 7 of the top 10 Hispanic Markets.

Provided sales & programming support through extensive market research, industry intelligence & ratings analysis. Grew partnership with location and national sales teams to create cutting edge advertising and marketing

strategies to gain additional revenues; researched market trends to capitalize on opportunities. Created and presented sales materials to new and existing clients and built lucrative business development

relationships with key decision makers in Hispanic organizations to support business growth. HBC / Hispanic Broadcasting Corp (Univision Radio) / Miami, FL (6/1998 to 3/2002)NTR Director /Director of Research & Business Development Oversaw day to day activities for 30 Sales Representatives tasked with driving new sales opportunities through a

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 and national sales teams to create new business opportunities and regain an additional $2MM in lost sales.

TCI / AT&T Cable Television / Miami, FL (10/1994 to 6/1998)Local Sales Manager / Advertising Sales 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 revenue

and growth and defined revenue goals for individual members of the team. Managed and monitored individualized sales strategies to ensure optimum performance and subsequently

exceeded annual goals by 20% in year one, and by 12% for each following year.

A d d i t i o n a l R e l a t e d P o s i t i o n s

The Equitable, Insurance and Investment Sales; Miami, FL (1992 to 1994)Registered Representative /Financial Consultant and Investment Sales

WLVE-FM / Gilmore Broadcasting, Miami, FL (1988 to 1992)Director of Retail Marketing

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 / Psychology

Sales Training: Dale Carnegie, Equitable ( Series 6 Licensed ), Xerox (TCI) and Chris Lytle Sales (SBS)CHLI – Congressional Hispanic Leadership Institute; Maryland Hispanic Chamber of Commerce