Peoplyst (formerly Mercury)

Head of Business Development

Lawrence Business Partners

Founder

2020 Companies

Vice President Of Business Development

Mosaic Sales Solutions

Director of Business Development

Helping Companies Thrive by Empowering and Optimizing Their People and Processes

As the Head of Business Development at Peoplyst (www.peoplyst.com), I empower people-first companies to create aligned and engaged workforces. With over 20 years of leadership experience in business development, client services, and consulting, I deliver customized, scalable solutions that transform workplace culture and performance.

My expertise lies in:

- Identifying and Solving Complex Business Challenges: Bringing clarity and actionable strategies to multifaceted issues.
- Building and Maintaining Strategic Partnerships: Fostering long-term, mutually beneficial relationships.
- Mentoring and Coaching Teams: Developing talent and promoting a culture of continuous improvement.
- Effective Presentations and Negotiations: Communicating ideas clearly and driving successful outcomes.

Tony Lawrence

awakenR

Marketing consultancy firm servicing advertising agencies, startups, and SMBs.

Educator, practitioner, mentor and speaker of entrepreneurial programs from various NPOs. 

Content consultant and producer for documentaries, short films, featurettes, podcasts, and vlogs.

Clients and Partners:
• La X-FM (RAAD Broadcasting Corp) 
• Greens & Sweets (Broward-Dade, FL)
• El Nodo-Ponce (Launchpad)
• Omnicom Media Group Puerto Rico
• Grupo Guayacán (I-Corps PR)
• Puerto Rico Science, Technology & Research Trust (Fase1)
• Foundation for Puerto Rico (reACTIVA)
• UPR-Mayagüez (Area-E)

Founder | Creator of Possibilities (CoP)

Omnicom Media Group

Ensured client’s market insights, media strategy and plans were developed and implemented. Leveraged data and consumer insights to develop informed media recommendations. Intimate knowledge of clients’ business while ensuring client media requirements were executed in a strategic, timely and accurate manner. Total immersion in the execution of the day-to-day Strategic Planning, Branded Entertainment, Shopper Marketing and Innovation initiatives. Flagship clients included Mitsubishi Motor Sales of Caribbean (MMSC), PenFed, and ISO Solar.

• Organized and improved workflow and processes between MMSC and agency's creative and media acquisition teams.
• Developed and presented weekly marketing plan and status deck for key stakeholders at MMSC, MMNA and Japan counterparts.
• Appointed areas of opportunities and efficiencies along with success path to GM.

Account Director

Mosaic North America

MainStreet ONLINE is a pilot program, in partnership with Google and nonprofit organization COOP, that engaged minority-owned small and midsize business (SMBs) in the State of New York to help them adopt digital tools and technologies. The program assisted selected SMBs to adapt and survive the COVID-19 crisis by establishing a quality online presence at no cost for them to find customers, and sell online.

• Remotely recruited over 150 SMBs in New York State (NYS) and partnered with organizations to support promotion and amplification of the program.
• Collected feedback provided by SMB/student collaboration. Maintained real-time communication tracker.
• Maintained project management and progress reports for Google stakeholders.

Innovative Program Achievements - Overall program achievements include the recruitment of 175 eligible NYS SMBs out of 260 applicants in a four-week time frame.
- 68% of SMBs launched their public facing sites compared to 4% of merchants in scaled training programs
- 82% of SMBs felt prepared and empowered to maintain their online presence moving forward

Diversity & Inclusion - Reached SMBs disproportionately affected by the pandemic (68% Black or LatinX, 66% Women-led, 89% minority-owned).

Time Constraints - Completed 122 SMB sites in seven-weeks with 50 trained COOP students under extreme time constraints.

eCommerce & eBusiness - Impact on Shopify and Google services: 81% new Shopify sites built (vs. existing), 67% claimed/optimized My Business profiles, 77% integrations with Merchant Center/Product Listings, 51% Smart Shopping campaigns.

Customer Experience - 89% of participants were satisfied with quality of service received and would recommend program to other SMBs & 88% of participants found the program helpful for their business to start selling online and reaching new customers.

Account Manager (Google - MainStreet ONLINE)

Led and coached a team of over 100 Samsung Experience Consultants and National Trainers at multiple markets within Florida, Georgia, Tennessee, Kentucky, Indiana, Puerto Rico, and New York for the Samsung Experience Shop program (Best Buy, Macy’s) and the Home Appliances & Entertainment division. 

Established ongoing partnership with Samsung’s Regional Managers, District Managers and Field Sales Managers by guiding the process of interviewing, hiring, training, performance management, and compliance with determined KPIs. Closely collaborated with Mosaic's National Field Operation Manager, Internal Operations and Talent Acquisition teams to administer aspects of the onboarding process, training, reporting and daily operational procedures.

• Actively planned and executed virtual and in-person meetings to communicate, train and coach SECs with critical program information, compliance, sales results and store operations.
• Assisted Internal Operations team to streamline and enhance operational processes for onboarding, labor scheduling, KPI reporting, and performance counseling. Conducted quarterly face-to-face training/coaching for compliance and operational excellence.
• Prepared and distributed weekly Districts Reports for RSMs, DSMs and FSMs addressing compliance and KPI results from field team.
• Maintained staffing rate above 98% by ensuring a timely onboarding process.

RANKED TOP 10 NATION - Key stores within assigned markets constantly ranked among top 10 in nation for revenue performance as a result of collaboration with client while maintaining teams informed, engaged and focused.

2019 MEDAL OF MERIT - Awarded Q1 2019 Medal of Merit for Outstanding Client Service.

2017 PARTNERSHIP AWARD – Awarded for outstanding partnership, collaboration, and performance execution shared with District Sales Manager from Samsung Electronics America during 2016-2017.

2014 ACOSTA CHAIRMAN’S AWARD NOMINEE - Nominated by Samsung Electronics America for the value of Teamwork.

Field Operations Manager (Samsung)

Coached, mentored and directed 15-25 Field Sales Specialists providing product inventory and merchandising services for 50+ retail doors (Puerto Rico and US Virgin Islands) between two key brand teams: Walt Disney Studios Home Entertainment (DVD & Blu-ray movies) and Wal-Mart (Video games, Personal Computing, Digital Imaging). Direct retail accounts included: Wal-Mart, Kmart, Sears, Toys R’ Us, and Best Buy. Also managed merchandising conversion audit projects for The Home Depot stores.

Led and managed selection, performance evaluation, training, and development process for sales specialists. Worked closely with two Regional Field Managers by regularly communicating key reports from performance metrics to goal while monitoring expense control and compliance with company policies.

•	Established unique partnership between Wal-Mart Puerto Rico home office and the Mosaic corporate team to address local market requirements not contemplated before.
•	Updated store traits database to secure planogram integrity impacting unit sales opportunities.
•	Planned and managed seasonal product modular optimization in Wal-Mart to meet category needs from local market (i.e. video game fixtures).

KEY PERFORMANCE RESULTS – Increased KPI results for Corrugated Display placement by 35% and Front of Store placement (FOS) by 83% for WDSHE product by clearly communicating retail accounts its advantage and sales impact.

SALES INCREASE - Increased impact sales opportunities by implementing check lane fixtures for WDSHE products at Toys R’ Us store front registers.

MARKETING EXECUTION - Implemented “Disney En Español” merchandising initiative leading to more than 25% sales lift in units for the PR market.

District Manager (The Walt Disney Studios / Walmart)

The Marketing Net

Served as investor and advisor (pro bono) for a multicultural/bilingual inbound marketing agency partnered with HubSpot, the world’s #1 inbound marketing software platform helping mid to small businesses attract visitors, convert leads, and delight customers.

Investor & Advisor

The Handleman Company

Directed, planned and supervised the performance and profitability of a portfolio 50+ music departments in three diverse markets. Coached and led a team of more than 25 Sales Representatives engaged in deploying sales and marketing initiatives for retail accounts (Kmart, Wal-Mart and Best Buy). Conducted training and implementation of company proprietary chain supply technology, sales and marketing programs and in-store merchandising initiatives impacting district’s operation.

• Enhanced Kmart’s merchandising, POP graphics and inventory management for monthly endcap chart program.
• Regularly participated in corporate budgeting and sales forecasting activities.
• Represented and supported company’s Product Management & Logistics team with executive management from music labels.
• Planned and executed various in-store events in coordination with music labels to promote tent pole Latin products and artists in key account’s retail stores.

RANKED TOP 3 - Constantly ranked among top three markets for POS results for chain-wide Latin Rollback music program developed by Wal-Mart.

POS INCREASE - Increased POS by 15% YOY at Wal-Mart account during test period against comparable stores and by 19% YOY at Kmart account by improving product merchandising layout, inventory allocation and replenishment for Latin product in South Florida market.

PRODUCT MANAGEMENT & LOGISTICS TEAM ADVISOR – Advised and coordinated with Product Management and Logistics team at Corporate the planning, bench marking and replenishment trends of new Latin products and other specialty Latin programs/promotions.

NATIONAL CUSTOMER TEAM ADVISOR - Advised National Customer Team at Corporate with title selection and promotional themes for Kmart’s weekly circular for both local and US Hispanic markets.

District Manager

DIRECTV

Challenged to develop, implement and deploy the Interactive TV initiative and the local advertising sales business unit. Planned, designed and managed strategic marketing and advertising programs focused to acquire and maintain subscribers.

Director, Marketing • Interactive Services • Advertising Sales

Leo Burnett

Managed various key accounts within the technology and entertainment segment (DIRECTV, AOL, and TTI) with over $7M in annual billing. Developed along with brand teams, key marketing strategies, research, and advertising campaigns which resulted in account’s increase in sales, brand awareness and leadership.

Account Executive

Blockbuster

Developed and implemented sales and marketing strategies to increase revenue opportunities within operation. Performed key and instrumental roles for the chain's expansion thru franchise operator Pueblo International, Inc. for the Puerto Rico and US Virgin Islands market. Held various management positions thru the period of 1991-1997 (i.e. Store Manager, Product Manager).

Marketing Manager

Ingram Entertainment

Managed Blockbuster account (Puerto Rico) for the electronic entertainment product category.

Product Specialist, Electronics & New Media

Insightful and strategic marketing and operations professional with proven ability to foster meaningful conversations leading to collaborations, alliances, and partnerships. Out of the box thinker within a realm of infinite possibilities promoting action to discover sustainable results.

Exceptional communicator who effectively conveys information from ideas to a tangible outcome. Talented in people-oriented skills (listening, determining needs, establishing cooperative working relationships), research of products and services intelligence, speaking/presentation skills, and superb planning/organization/deployment.

Ability to execute in fast-paced and purpose-driven environments, while carefully analyzing information to deliver effective and sound decisions. Excellent execution-oriented skills resulting in savvy and mutually benefited business decisions.

Personal and professional cause to develop talent through education, on-the-job experience, coaching, mentoring, and acting as a bouncing board for ideas.

My professional career is distinguished in the areas of operational excellence, strategic performance, retail sales, training, people development, and above all, the implementation, connection, and purpose of an optimal relationship with the client. I’ve had the privilege to work for prestigious strategic marketing organizations (Omnicom Media Group, Mosaic North America, Leo Burnett) and recognized brands like DirecTV and Blockbuster. I also led successful collaborations with clients such as La X-FM, Mitsubishi Motors, Google, Samsung, Best Buy, Walmart, The Home Depot, and The Walt Disney Company, to name a few.

I'm a key resource, instructor and mentor for several entrepreneurial programs and entities in Puerto Rico and abroad, with the mission to educate, train and support emerging entrepreneurs in evidence-based entrepreneurship methodology. I recently founded awakenR, a consulting firm helping businesses to thrive and connect their brands with their ideal customers. I’m also a documentary filmmaker producing relatable content about remarkable people. 

“Be comfortable discovering your unknown unknowns.”

• Visionary Strategies • People Intelligence • Big Ideas Cultivator • Business Insights • Market Research • Key Performance Indicators • Idea Challenger • Strategic Initiatives • Wholesale Accounts • Entertainment & Technology Business Markets

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The Battle

Tony Lawrence

EDDIE LÓPEZ

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