Fernando Maroniene



Check out the Finalists in the coveted Top Marketer Category! The award Winners will be announced at the Award Ceremony during #Portadalat in Miami on June 3-4.

Andrea-Padilla-Marketing-Director-CELISTICS-250x250Andrea Padilla, Marketing Director, CELISTICS Click the (+) on the top right to learn more. Show More Details Andrea Padilla joined CELISTICS in 2013 and literally revolutionized the company. CELISTICS is the fastest growing logistics and distributor operator in Latin America. It’s a new company with no marketing culture. In the first 8 months Ms. Padilla rebranded the company and launched a new logo, new website and new corporate positioning. After that, she implemented a very strategic 360 campaign, including Employee Engagement, Media, Client Engagement, Thought Leadership, Digital and Corporate Branding. In 2014 CELISTICS was recognized with four American Graphic Design Awards for Brand Identity Program, Corporate Identity Annual Report, Stationery and Big Brand Book. The company also received an Eikon Award for its Corporate Identity Communication Campaign. Padilla is recognized as one of the top marketers in Latin America and speaks English, Spanish, and Portuguese. For Padilla, Celistics presents a unique opportunity to build a brand for a young, rapidly growing company. Prior to joining Celistics, she served as Regional Marketing & Strategic Partnerships Director for Marriott International, and marketing director both at telecommunications company Avaya and tech giant Hewlett‑Packard. In addition to her corporate roles, Padilla has experience on the agency side as well. At Burson‑Marsteller’s Latin America technology practice, she led a team of 55 and managed key enterprise accounts including SAP, Visa, Cisco Systems, and Qualcomm. Her tenure at Burson‑Marsteller also included a one‑year special assignment in Brazil overseeing a number of consumer‑facing accounts including Walmart and Natura. Andrea is an alumna of Florida International University in Miami, where she earned a bachelor’s in business administration.
Adrián-Farina-Visa-250x223Adrián Farina, Senior Vice President – Marketing, Latin America & Caribbean,Visa Click the (+) on the top right to learn more. Show More Details Adrian Farina leads Visa’s Marketing and Communications in Latin America. Visa stands at the forefront of a radical convergence of physical, digital and social worlds that is transforming the way consumers transact and interact. As an official sponsor of the 2016 Rio Olympics and the 2014 Fifa World Cup, Visa, led by Farina, used these sports properties to deliver value to its partners, clients and consumers particularly in sports crazy Latin America.

Anita GellerAnita Geller, Head of Digital Marketing Latin America, Sandoz-Novartis Click the (+) on the top right to learn more. Show More Details Anita Geller is a Marketing Leader with over 15 years of client and agency‑side digital experience. She has a proven track record of building high‑performing strategies to leverage brand building and incremental ROI. Most recently at Sandoz‑Novartis, Geller led the conception, planning and implementation of a regional campaign to raise the awareness of the irrational use of antibiotics in Latin America in 3 languages (Spanish, Portuguese and English). Through a sophisticated integrated media program the initiative provided valuable patient information and created awareness of a sensitive topic for all stakeholders.

Guillermo MorroneGuillermo Morrone, VP Head of Global Consumer and Priceless Cities Content Strategy,
MasterCard Click the (+) on the top right to learn more. Show More Details Morrone embodies all the features a successful brand marketer needs to have in the age of technological disruption. A senior marketing executive leader with over 20 years of local, regional and global experience Morrone has a solid record in leading and managing large cross‑functional, multicultural and multilingual teams, and also leading organizational changes during crisis. Most recently Morrone has led a pathbreaking initiative in the Content Marketing realm, creating content at scale for multiple markets around the world. Morrone and his team excelled at brand storytelling which helped them to organically grow its Latin American audience.

Rudolf LangRudolf Lang, Managing Director, Chopard Marketing Services, Inc. Click the (+) on the top right to learn more. Show More Details Rudolf Lang is a the forefront of Luxury Goods and Services Marketing in Latin America. Lang is a sales and management professional with over 25 years combined business experience in the field of launching, marketing and distribution of luxury goods in the Caribbean & Latin America. His extensive international experience has proven a great assets to Chopard’s growth in Latin America.

Tony GuzmanTony Guzman, Latin America Regional Marketing Director, Hasbro Click the (+) on the top right to learn more. Show More Details Guzman has been a key asset for Hasbro’s success in Latin America. Guzman leads a Marketing Team that has supported Hasbro’s expansion of both distribution and sales operations in the region. The toymaker handles a mix of brands with a presence in all segments – —boys, girls, preschool and games, addressing all segments, categories and socio‑economic levels of the Latin American population. Under the helm of Guzman, Marketing also supports robust movie entertainment programs including Avengers: Age of Ultron, Jurassic World and Star Wars: The Force Awakens.

Maria CassasquilloMaria Carrasquillo, Marketing Manager for Latin America, Jarden Consumers Click the (+) on the top right to learn more. Show More Details Maria Carrasquillo, Senior Marketing Manager for Jarden Consumer Solutions Latin America, is a highly experienced, results‑ oriented marketer. Most recently Carrasquillo successfully developed and introduced a new product for the Brazilian market: a pao de queijo maker (cheese bread maker). Carrasquillo is responsible for marketing operations & strategies and to guide the marketing in‑country managers in most Latin American countries. Her tasks includes strategic planning and partnerships as well as the development and implementation of brand strategies for brands including Oster, Sunbeam, Bionaire and FoodSaver in the Latin American markets.

Wilson CalilWilson Calil, Regional Marketing Manager Latin America & Caribbean, Electrolux Home Products Click the (+) on the top right to learn more.Show More Details Calil’s Team Leadership skills have been an important factor for the success of Electrolux’s Marketing Operation in Latin America, a region where Electrolux’s growth is driven by the rising purchasing power of households, with demand concentrated on basic cookers, refrigerators and washing machines. Electrolux is capturing market share throughout the region. An important part of this success has to be attributed to the marketing operation. The Electrolux brand holds a strong position in all segments in Brazil thanks to innovative products and close cooperation with the market‑leading retail chains. With the acquisition of the Chilean appliance manufacturer CTI, Electrolux has become the largest appliance manufacturer in Chile and the largest manufacturer of refrigerators and freezers in Argentina.

Fernando-Marionene-3x4-547x640-247x290-247x250Fernando Maroniene, Adobe’s Senior Marketing Manager Latin America and the Caribbean, Adobe Click the (+) on the top right to learn more. Show More Details At Adobe Systems, Maroniene has lead a team of professionals responsible for planning and executing go to marketing activities in conjunction with the sales teams to increase company brand awareness and demand generation in Latin America. Over a 15+ Years career in technology Marketing and business development, Maroniene has led Marketing teams to exceed revenue goals in different segments and GTM : From Corporate to Consumer, from Direct to Multi‑channel (VARs, Distribution, Resellers and Retail).

Amarilys RiveraAmarilys Rivera, Head of Marketing, Samsung Electronics Click the (+) on the top right to learn more. Show More Details Rivera has a proven record of accomplishments in managing efficiently marketing budget and leading comprehensive offline & online marketing strategies across Latin America in support of business goals and objectives. Her analytical and strategic approach with a proven track record of planning and implementation of successful strategies for agency relations and product marketing has been integral to Samsung enormous growth in Latin America.

Ralph HeidRalph Heid, Marketing Manager – Latin America, Stanley Black & Decker, Inc Click the (+) on the top right to learn more. Show More Details Heid leads Latin American Marketing for the Hand Tools Business. He contributes to strategic development and implementation of marketing plans for the business unit in each market in Latin America. Lead sharing and bench‑marking of internal best practices among commercial teams throughout Latin America. Latin America is the region with the highest growth rate for Stanley Black & Decker’s a substantial part of this success can be attributed to its skilled Marketing Team.

Elizabeth PerezElizabeth Perez, Portfolio Marketing Director Latin America, Kellogg Company Click the (+) on the top right to learn more. Show More Details Perez has been instrumental to Kellogg Company’s growth in Latin America. With her long term view on strategic brand planning, she set direction for the most important portfolio in the company representing 70% of Latin America net sales. Perez led business strategy and plan deployment for the 5 core brands Zucaritas, Corn Flakes, Choco Krispis, Kellogg’s Masterbrand and Froot Loops.In addition, Perez led the transition towards a centralized Latin American Marketing organization at Kellogg’s.

Fernando Marionene 3x4 (547x640)Fernando Maroniene heads Adobe Systems’marketing team in Latin America. His responsibilities include planning, implementation, and monitoring of go-to-market communications and activities as needed by company sales teams, to increase brand awareness and drive demand generation.

Maroniene brings over 15 years of experience in marketing and business development, having held various management positions in multinational companies. He has strong analytical and strategic planning skills, as well as extensive experience in leading multinational teams.  He previously worked at Hewlett Packard for 10 years, where he held various positions in Latin America, including head of Multi-Country Area Marketing, LATAM Consumer Notebooks product manager, and Brazil Consumer and SMB Marketing manager.

Interview with Fernando Maroniene

Portada:  Tells us about your professional background and why you like to work in and with Latin America?

Fernando Maroniene: My professional background is unique. I’m actually graduated in Industrial Design, and started my career as an office furniture designer. Soon I have incorporated some activities such as trade shows organization, collaterals production, packaging, advertising, Point of Sales ambience, and expanded my role to product management and marketing. Design actually gave me the base for marketing, and I still use some fundamentals of Design such as project management, strategic thinking and creative approach to a specific need or situation. I complemented my professional journey with a 15+ years marketing career in different companies such as Steelcase (office furniture), Hewlett Packard and, since July 2011, at Adobe. Funny is that Adobe is a company that currently target Creative designers and Marketers, so I’m in the perfect company for my background!
Latin America came as a natural development as a professional since my first job in my home country, Brazil. What I enjoy the most is the opportunity to meet the differences and nuances from each country, and recognize that we are not as much as different from one country to another… as much as Argentinians and Brazilians want to say that they are different, I find more similarities than differences in both countries.

Portada: What do you like about Miami as a place to do business

Fernando Maroniene: Miami is a great place to live and do business, especially if you have Latin America responsibilities. Most of Latin America multinationals HQ is based in Miami… so we are often in touch with our peers. Also, Miami is the US gateway for LATAM… we are not much far from countries like Mexico and Colombia, and at the same time we are closer to our US based Corporate Headquarters. That’s important as 50% of my travel is field related (Countries) and 50% is Corporate related (US, San Jose-CA in the case of Adobe), not to mention trainings and events all over the US, such as Los Angeles, Las Vegas, Salt Lake City and New York.

Learn more about crucial strategies from advertising and media luminaries targeting Latin American and Hispanic audiences. Book now for our Latam Advertising and Media Summit, a required event for any marketing professional.

Latin American Advertising and Media SummitWe are extending the Early Bird registration to our Latin American Advertising and Media Summit (Miami June 4-5, 2013), due to requests from our audience, to this Friday April 19th. Make sure to get your tickets by then to benefit from substantial savings!  Savings are even larger if you decide to also attend the Latin Content Marketing Forum (Combo Ticket).

Focus on Sports Marketing

The crucial role of Sports Marketing will be examined by Advertising and Media Luminaries at the Latam Summit in Miami’s Intercontinental Hotel on June 4-5, 2013. With the 2014 Soccer World Cup and the 2016 Summer Olympics taking place in Brazil, Sports Marketing will be crucial for successful marketing targeting Latin American Audiences. That is why “Getting Ready for the Big Game” is the main theme of the 2013 Portada Latin American Advertising and Media Summit
Major client side marketers will provide the latest insights and intelligence.  Ben Jankowski, Group Head Global Media, Mastercard, will jointly present with Virginia Pereira,  Head of Media Latin America, Mastercard on how MasterCard has activated sports around the world with a special emphasis on the  2014 Soccer World Cup and 2016 Olympics, both to take place in Brazil.

Mastercard’s  Jankowski is one of several marketing and media luminaries that will participate in the Summit. They also include:
Claudio Ferreira, Publisher, Veja Magazine. Veja is the second largest magazine in the world ranked by circulation and the largest and most influential in Brazil. Ferreira will answer questions such as whether Brazil’s decade-long expansion in consumer growth has hit the brakes. The Brazilian Media executive will also examine opportunities presented by the 2014 Soccer World Cup and 2016 Olympic Games.
Nick Denton, CEO and Founder, Gawker Media.  The British journalist and internet entrepreneur will talk about the latest trends taking place in the digital media world in a one on one on-stage interview with Portada’s Marcos Baer.

Other major client side marketers and agency executives that have confirmed their participation include:
· Leonardo Loisa, Sr. Regional Marketing Leader, AMD
· Axel Steinman, VP Emerging Markets, Advertising and Online Business, Microsoft Advertising
· Fernando Maroniene, Senior Marketing Manager, Adobe Systems Latin America
· Max Sichel, CEO, Grupo Copesa
· Virginia Pereira, Head of Media Latin America, Mastercard
· Todd Wilson, SVP, Managing Director,  Starcom Mediavest Group
· Mario Cordon, Chief Marketing Officer, Open English
· Jorge Laverde, Marketing Head, Latin America North, Nokia

Early Bird registration expires on Friday April 19th. Take advantage of the early bird here:
Latin Content Marketing Forum. Hispanic Content Marketing ForumThe Latam Summit will be preceded by the Latin Content Marketing Forum, which will take place in the same venue during the morning of June 4th.

The Latin Content Marketing Forum will analyze the enormous role content marketing can play in the Latin (U.S. Hispanic and Latin American) market space, which belong  to the fastest growing markets in the world.
Confirmed Speakers include:

Mariano Moro, Interactive Marketing Director Latin America, Coca-Cola
Damian Voltes, Director, Patagonia Ventures
Tom Gerace, CEO and Founder, Skyword
Nuria Net, Managing Editor, Features – Digital at Fusion, the ABC and Univision Joint-Venture
Nicol Turner-Lee, President and CEO at NAMIC
Javier Farfán, Senior Director of Cultural Branding, PepsiCo
Fernando Semenzato, VP Content, Fox international

Early Bird registration expires this Friday April 19. Take advantage of the Early Bird Combo registration (Latam Content Marketing Forum and Latam Summit!) here:

Already Confirmed Sponsors of the Latin American Advertising and Media Summit include:
Batanga Media
Alcance Media
Televisa Publishing and Digital

Sponsorship Opportunities
To inquire how you can align your brand with these prestigious events, please call Kelley Eberhardt at (212) 685 44 41 or email her at kelley@portada-online.com.

Mario Cordon, CMO of Open English confirmed his participation at the 2013 Latin American Advertising and Media Summit, which will take place in Miami on June 4 and 5, 2013. Open English is a top 15 cable Advertiser  in Brazil and will soon also introduce marketing campaigns targeting the U.S. Hispanic market. Todd Wilson, SVP, Managing Director at Starcom, an agency whose media buying and planning accounts includes Samsung, Telefonica and Procter & Gamble, will also be participating.

Latin American Advertising and Media SummitPortada’s Latam Advertising and Media Summit is the Annual Meeting point for the Global Latin Advertising, Media and Content World (Latin America, U.S.  Hispanic and Spain). In its fifth annual edition, and taking place at the newly renovated Intercontinental Hotel in Miami,  the 2013 Latam Summit will be a two-day event brimming with fresh ideas, market  intelligence and networking opportunities. The Summit can be sponsored and attended in combination with the Latin Content Marketing Forum , which takes place in the same venue in the morning of June 4. Take  advantage of the early bird combo rate to attend both events (expires this Friday April 12)!

Other major speakers participating in the Latam Summit will include Ben Jankowski, Group Head Global Media at MasterCard, who will jointly present with Virginia Pereira,  Head of Media, Latin America on how MasterCard has activated sports around the world with a special emphasis on the  2014 Soccer World Cup and 2016 Olympics, both to take place in Brazil. The theme of this year’s Latam Summit is “Getting ready for the Big Game.”

Other major marketing and media luminaries Summit attendees will have the opportunity to listen and talk to include:

  • Nick Denton, CEO and Founder, Gawker Media
  • Claudio Ferreira, Publisher, Veja Magazine
  • Fernando Maroniene, Senior Marketing Manager, Adobe Systems Latin America
  • Leonardo Loisa, Sr. Regional Marketing Leader, AMD
  • Axel Steinman, VP Emerging Markets, Advertising and Online Business, Microsoft Advertising
  • Max Sichel, CEO, Grupo Copesa

Make sure to take advantage of the early bird registration expiring on Friday April 12!