Nicarao Advisors LLC

Providing fractional sales and business development services. Strategic Planning and Execution; Leadership and Team Development; Sales and Marketing; and Customer Relationship Management.

Principal

Currently Seeking New Opportunities

Currently seeking Vice President Sales Opportunity

Liberty Latin America

Sought to take on oversight of company’s largest supplier contract to ensure compliance, identify and address performance issues. Member of governance committee. Shrunk contract costs significantly and maintained a positive vendor relationship despite changes in scope of contracted services.

Director - Contract Management

Cable & Wireless Communications

Recruited for a role that swiftly changed into 100% pandemic response to address issues that arose concerning daily operations. Since there was no playbook on how to conduct business during such a time, created and implemented Covid_19 procedures in only 5 days. Ensured ongoing service to customers for installation of video, internet, and telephony services through the provision of personal protective equipment (PPE).

Director - Technology & Operations

TalentAdore

Completed a series of courses through the University of Helsinki on artificial intelligence (AI), which led to my being contacted by company founder. Tapped to help the CEO of this innovative startup offering a new, AI cloud and SaaS based virtual recruitment tool to carry out three critical initiatives in North America. First, assess the product compared to existing solutions on the market in the US, then canvas market to evaluate potential demand. Lastly, create a strategic plan and a solid go-to-market (G2M) strategy.

Developed and implemented grassroot initiatives that helped the company gain traction in the market with limited resources.

Advisor

ADTRAN

Promoted to lead a small team in LATAM to provide telecom solutions to corporate clients. Oversaw regional operations including strategic planning, marketing and resource allocations. Personally managed 6 accounts to help drive sales, and assisted team in closing sales. 

Conducted in-depth analysis to determine most effective channels to drive sales with distribution partners swiftly. Positioned Adtran as the equipment provider of choice to affiliates of one of the largest corporations worldwide (America Movil) despite an extremely challenging sales goal.

Vice President - Regional Sales Latin America

Recruited to aggressively grow customer base first in Mexico and then LATAM with a team of sales engineers engaged in business development activities. Implemented formal processes, procedures and account management protocols to accelerate productivity and drive excellent performance and customer satisfaction.

Increased capture rate exponentially, won a multimillion-dollar, strategically vital bid to provide services for a division of the largest Spanish content producer in the world, a multibillion-dollar giant. Rapidly built brand awareness of the company’s products in the region.

Director Strategic Business Development

Nokia

Handpicked by executive management to drive sales growth in select LATAM regions with a team of 20 account managers and solutions engineers. Held P&L accountability of more than $50M. Created a clear sales operation plan to support and guide growth goals. 

Addressed collections issues by cutting accounts payable days by 200% and increasing sales to late customers by 15%. Trained, groomed and motivated team resulting a 20% improvement in sales to existing customers.

Area Vice President – Central America, Andean Region & Mexico

Chosen by executive management to develop and implement a strategic sales plan to seize sales opportunities following the acquisition of an American telecom provider by one of the largest global telecommunications provider (Telefonica). 

Built a 60-member high performing sales team from scratch to serve Telefonica clients in 5 Latin American countries. Won large multi-year contracts and paved the way for robust future business development opportunities.

Area Vice President – Andean Region Telefonica Customer Business Team

Asked to build a new sales organization from scratch in Mexico. Recruited, hired and trained a team of 30 that included account managers, project managers, solutions engineers and supply chain managers to service clients in Mexico, Argentina, Colombia and Ecuador.

Generated titanic revenues from a large contract and YOY incremental sales after initial contract period. Established a formidable presence in these 4 countries.

Country Manager - Mexico

Recruited based on earlier finance experience. Managed finance operations in LATAM market place to support planned growth in this region. Rapidly built strategic relationships with financial institutions that resulted in robust funding to support sales.

Director- Project Finance

Rabobank

Trade & Project Finance
Negotiated in collaboration with account managers to close structured trade finance transactions for the food and agricultural business sector. Utilized credit enhancement from Export Credit Agencies, Multilateral Development Banks and the private insurance market to provide exceptional sales and service. Generated $3- 5M in portfolio customer sales.

Vice President

VP|SD|Sales ExecutiveǀDriving Strong Revenue Growth for Technology Companies Globally through Strategic Partnerships and High Performing Teams

Throughout my career, I’ve been sought to develop business in new markets, turn around sales in underperforming regions, and accelerate growth in established markets. At the same time, I’ve enjoyed building and leading large, customer-centric teams that are instilled with the mindset that we’re in the business of providing innovative solutions to meet every client’s unique needs.

I’ve also held operational roles which have complemented my sales and leadership background. It’s been rewarding to identify cost-saving opportunities and to improve top- and bottom-line results by streamlining back-office processes and procedures. 

My global experience includes regions spanning the U.S. and Latin America (LATAM) and I’m proficient in Spanish and Portuguese with a deep respect for diverse cultures and people. 

Highlights:

STRATEGIC PLANNING & EXECUTION – Developed and implemented sales strategies that enabled Adtran to deliver telecommunication solutions for corporate clients in LATAM and catapult revenues in a historically low volume market (less than $2M annually) to more than $30M annually. Built strong and cohesive relationships with distribution and alliance partners.

LEADERSHIP & TEAM DEVELOPMENT– Motivated, mentored and led numerous teams of managerial, technical and sales professionals including project and supply chain managers, account managers, and solution engineers who contributed measurably to the growth and success of companies such as Nokia Networks and Adtran. Groomed a team to hit 120% over target while increasing ROI in one of the most competitive markets worldwide. 

SALES & BUSINESS DEVELOPMENT – Built a robust network of industry contacts that have been instrumental in uncovering new opportunities and have maintained strategic relations that have been vital in adding additional revenue streams. Key driver in growing Nokia’s revenue from zero to well over $1B in LATAM year-over-year. 

I love to talk about industry trends and innovations in the technology space and connect with likeminded professionals. If you are similarly interested, please send me an invitation to connect on LinkedIn or reach me at GAMairena@gmail.com

Guillermo Mairena

Brady Cohen

Independence Pet Group

Leading a team of strategy and planning across all multiple marketing, sales and distribution channels including DTC e-commerce, B2B partnerships, employer benefits, enterprise initiatives and customer retention marketing

Brand portfolio includes 6 distinct brands in both the U.S. and Canada

Pet insurance focused growth in excess of market CAGR

Vice President Insurance Marketing/Distibution Strategy & Planning

Marketing executive at a private equity owned full-stack pet insurance company

Grew 6 core brands’ new sales by $53M (29.3%) in first 12 months in role by focusing resources on strategic activities, reporting rigor, digital execution, collaboration across the brand portfolio, and improving e-commerce conversion rates

Cut overhead by 38% year over year by reorganizing the marketing team to a shared service structure 

Drove down agency rates nearly 50% by consolidating from three digital agencies to one through a strategic RFP process

Oversaw and developed deeper working relationships with two of IPG’s largest partners, through quarterly business reviews and strategic planning

Increased Felix Cat Insurance sales by 120% year over year by rebranding and a new go-to-market strategy

Vice President Insurance Marketing

Fathom

Executive leadership team member. Designed and effectuated workflow efficiency, improving marketing outcomes.

Accomplishments:
•	Instituted leadership coaching and career path programs resulting in significant YoY turnover reduction
•	Reorganized digital media, content marketing, social media marketing and advertising team of 30 associates leading to cross-channel growth and collaboration 
•	Designed, built, and launched new training curriculum driving team utilization growth across programmatic media, paid search, SEO, content marketing, paid social, and design teams
•	Lead the research and development of alternative solutions to paid media targeting - created a guide for marketers to follow as 3rd party data and user tracking changes are implemented
•	Realigned Paid Search, SEO and Content teams to allow for greater collaboration and results
•	Re-established working relationships and defined sales goals with key media partners including Google, Meta (Facebook & Instragram), Basis (programmatic media), TikTok, Snapchat, Nextdoor
•	Partnered with Marketing Intel team to design and build dashboards that automated highly manual work saving hundreds of hours monthly, enabling real-time campaign performance insights
•	Renegotiated contracts with key vendors saving Fathom roughly 30% of annual subscription spend

Vice President Digital Marketing

Point To Point

Executive Team Member, working with CEO, to drive significant top and bottom line growth.

Accomplishments:
•	Overhauled marketing operations department to become the most profitable group in agency.
•	Capitalized opportunity, navigating with CEO & Executive Team, to bring media buying in house to drive significant agency revenue growth.
•	Rebuilt media team from ground up, developed career paths, training, role definition
•	Researched, identified and negotiated contract with new programmatic media partner allowing Point To Point to grow margins on media engagements by 15 points including programmatic media, paid search and paid social media
•	Designed and implemented marketing dashboards to integrate data from paid media campaigns with website and landing page behavioral data and sales data from client CRM systems

Cross functional team leadership, leading digital marketing and media teams from strategic planning through implementation. Specializing in the manufacturing and industrial sectors with a focus on product marketing. Areas of responsibility include paid digital media, social media marketing, SEO, paid search, programmatic media, analytics, marketing automation, web development, process improvement, new business development and department P&L.

Vice President Marketing Operations

Dix & Eaton

Senior leader boosting digital revenues by 300%. Heavily recruited and hired to be the first Chief Digital Officer for this highly regarded public relations and communications firm. Designed and implemented digital transformation strategy and plan through this executive leadership role. Instilled digital marketing and communications best practices through calculated change management.

Accomplishments:
o	Rebuilt lead generation campaign culminating a 1,300% improved ROI
o	Engineered website strategy resulting in 30% time savings across website & content management
o	Redesigned marketing communications using technology-based mediums to digitize analog services into digital products
o	Revamped customer relationship management (CRM) system and process to improve engagement with sales team and prospective clients
o	Implemented strategic partnerships to enhance capabilities and service offerings

Chief Digital Officer (CDO)

The Goodyear Tire & Rubber Company

Agile team leader steering the strategic design and development of transformational digital marketing programs & solutions for the North American retailer base.

Accomplishments:

o	Conceived and implemented e-commerce platform for independent retailer base resulting in over 1,000 stores adopting program within 90 days of launch increasing product sales by 14%.
o	Led competitive analysis and market planning to conceive and implement e-commerce platform for independent retailer base resulting in over 1000 stores adopting the program within 90 days of launch increasing product sales by 14%
o	Appointed as sole member to participate in two-year Harvard Leadership Development Program with cohort of 40 people around the globe
o	Crafted sales enablement programs through market research, partnerships and education with sales teams and strategic customer programs
o	Created A+ content with strategic partners including Walmart, Sam's Club, Costco to merchandise Goodyear brands across retailer websites leading to YoY sales growth
o	Instituted online reputation management campaigns for independent dealer channel enabling retailers to manage their online reputation across leading consumer websites through a single interface, yielding nearly 90% time savings

Appointed as sole member from Goodyear team to participate in two-year Harvard Leadership Development Program with cohort of 40 people around the globe concentrating on enhancing personal leadership style & skills.

General Manager Marketing

Point to Point, Inc.

Directed the evolution of the firm into digital working with key clients like Sherwin-Williams, Schindler Elevator, Fauquier Health, Dayton Children’s Hospital & Flavorseal.

Accomplishments:

o	Devised online advertising strategy for client resulting in over 500 leads generated in 150 days
o	Optimized SEO strategies resulting in 20% increase in traffic

Vice President Digital Media

Forest City Enterprises

Solidified company’s online presence while acquiring new customers/residents.

Accomplishments:
o	Deployed integrated marketing dashboards and testing tools focused on key performance metrics that enabled 15% lead growth
o	Initiated local search engine advertising campaigns resulting in 43% growth in traffic

Marketing Director

Progressive Insurance

Emerging Media Manager

Senior Strategic Account Manager

CMO for mid-size companies | Vice President of Marketing for enterprise - I design & implement growth marketing strategies from demand generation, to digital marketing/media, analytics, e-commerce, performance marketing

I'm a data-driven and creative marketer, passionate about leading people and high-performing teams while driving business growth at scale. Expertise in building and leading marketing teams, brand management, media planning, optimization, and automation. These skills were honed through leadership roles at multiple agencies as well as IPG, Progressive Insurance and Goodyear.

INDUSTRIES: Insurance, Pet, Private Equity, Automotive Aftermarket, Manufacturing, Healthcare, Real Estate, Building Products, Nonprofit, B2B, B2C, B2B2C

EXPERTISE: Marketing Strategy Development, Sales, Business Development, Account Management, Brand Management, Martech, Marketing Operations, Customer Acquisition, Customer Retention, Customer Service Management, Market Research, Marketing Analytics, Programmatic Media, Performance Marketing, Demand/Lead Generation, Metrics, Digital Media, Paid Search, SEO, Email Marketing, Account Based Marketing, Content Management Systems, Negotiations, Project Management, Financial Management, Vendor Management, Product Management, Go-to-Market Strategies, Social Media, Coaching, and Mentoring

Technical skills
AI strategy, CRM, Salesforce, Hubspot, SEM Rush, Unbounce, WordPress CMS, Facebook Advertising, LinkedIn Advertising, Google Ads, Google Analytics, and Google Search Console

Fractional Chief Marketing Officer (CMO) / VP Marketing

I founded Evolve Digital to provide fractional marketing leadership primarily to mid-sized manufacturing businesses. 

Are you a CEO, COO, CFO or CRO at a mid-sized manufacturing company from $50M to $300M in sales? Are your sales lagging behind expectations? There's a good chance you need to evolve your marketing from antiquated, analog tactics to a modern, data-driven, digital strategy. Let's have a conversation to see if you're fit for our services.

The $1M+ Budget Trap

Most insurance CMOs I talk to have the same problem:
They're spending over 7 figures on digital marketing, but they can't tell you which channel actually drives profitable customer acquisition.

Here's what I see when I dig into the data:
→ 40% of budget goes to "brand awareness" with no attribution
→ Another 30% to agencies who optimize for vanity metrics (clicks, impressions)
→ The remaining 30% split across 8-12 channels with no cohesive strategy

The transformation starts with one question:
"What does a profitable customer actually cost us by channel?"

Not CPL. Not CPA. Not even CAC.

The real number: Lifetime Value-backed Customer Acquisition Cost by Channel

When one insurance client finally calculated this, we discovered:
Their "best performing" paid social channel had a -23% LTV:CAC ratio
A "low volume" partnership channel delivered 340% LTV:CAC
Their agency was optimizing for the wrong metrics entirely

The fix took 90 days:
Killed 3 unprofitable channels (freed up $420K annually)
Reallocated budget to 2 high-LTV channels
Renegotiated agency contract around profit metrics, not volume metrics
Result: 34% lower acquisition costs, 28% higher customer quality.

Insurance marketing transformation doesn't start with more tactics.
It starts with knowing your actual unit economics by channel.

What metrics are you actually optimizing for?

#InsuranceMarketing #MarketingROI #CustomerAcquisition #MarketingTransformation

CMO helping high-growth insurance companies cut customer acquisition costs 30-65% and scale revenue $8M→$53M through channel expansion, performance marketing, and distribution strategy.

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The Battle

Guillermo Mairena

Brady Cohen

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The Battle

Guillermo Mairena

Brady Cohen

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Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Brady Cohen's LinkedIn Performance

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