Dynamic multilingual senior marketing executive with excellent track record of revolutionizing marketing capabilities, performance, and results for retail industry giants domestically and worldwide. Creates and transforms innovative concepts into lucrative realities by spearheading high-impact strategic analysis, planning, and programs. Amplifies business, revenue, and market shares by determining optimal approach to engage target audiences via traditional, digital, mobile, and social media platforms. Maintains up-to-date and leverages very latest technologies, techniques, and trends to maximize reach and profitability. Builds, develops, and directs powerhouse cross-functional teams, while providing clear roadmaps to success, and continually inspiring people on all levels to push boundaries of possibilities. Specialties: Customer Acquisition • Strategic Analysis & Planning • Brand Vision & Direction • Communications • Multinational Audience Engagement • Customer Loyalty & Retention • SEO • SEM • CRM • Customer Intelligence • Digital Marketing • Mobile Marketing • Social Media Marketing • Traditional Marketing • Team Building & Mentoring • Advertising

SVP Marketing @ From May 2015 to Present (8 months) Vice President of Marketing and Analytics (2013-Present) / CMO (2012) / Head of CRM (2011) @ Oversee and lead all aspects of strategic marketing and analytics with focus on 5 key areas: Channel / Member Communications, CRM, Loyalty / Advocacy, Marketing Policies, and Customer Insights / Business Intelligence. Direct customer lifecycle management including omni-channel strategy, website, email, social media, mobile, and print communications, shipping, returns, and refund policies, and digital analytics. • Achieved record-setting sales and profits for 3 consecutive months as CMO for Jetsetter.com (a Gilt Groupe company), optimizing contact strategy, launching CRM initiatives, and implementing new marketing programs. • Increased performance of marketing group, strategically restructuring and building team, designing innovative technology roadmaps, and establishing promotional best practices. • Boosted productivity of new member acquisition channels, while slashing monthly costs by 15%, directing comprehensive testing of new acquisition media outlets including social media such as Facebook and Pinterest. • Delivered 10% incremental growth, creating and rolling-out highly successful CRM strategy encompassing new lifecycle management programs. • Fueled 5% incremental sales increase, restructuring loyalty program, and introducing additional tiers and incentive benefits beyond transactions. • Cut email unsubscribe rates by 30%, while increasing website visits of active members and revenue, revamping personalization algorithms and communication programs. From September 2011 to Present (4 years 4 months) Greater New York City AreaVice President of Marketing @ Formulated and led execution of marketing strategies to drive profit optimization; focused on launch of new loyalty program, design and execution of more robust CRM models, management of print and online catalog and media investments, and change of promotional mix for store and online business platforms. • Created solid potential for increasing incremental sales by 15% and incremental EBITDA by 25%, designing and testing multiple high-impact in-store and online initiatives including audience list optimization. • Restructured CRM team to become best-in-breed organization. From February 2011 to September 2011 (8 months) Greater New York City AreaMarketing Director of Loyalty, Registry and Credit Card @ Drove sales optimization focused on marketing and promotional plans of guest programs for store and online business platforms. Orchestrated research and analysis of target consumers. Coordinate and drove performance of talented team of 100 marketing and personal registry advisers. • Maintained company’s top ranking among aggressive competition and during economic downturn, pioneering industry’s 1st baby registry outreach program. • Built new revenue stream forecasted to generate +$7M in incremental sales annually, leading introduction of Wish List program. • Cut significant costs associated with $10M Rewards “R” Us program, while increasing profitability and ensuring top member value, relaunching and restructuring program including migration to digital platform. • Increased customer engagement and retention, co-authoring “R” Mobile app delivering relevant content. From April 2009 to January 2011 (1 year 10 months) Director of CRM, Credit Card & Gift Card Marketing @ Directed 6-member team strategizing, developing, and leading execution and ongoing operation of loyalty marketing, rewards programs, gift card programs, and Borders Visa program. Oversaw market and customer research including continuously analyzing key metrics to develop customer segmentation and targeting strategies. • Created $3.7M profit stream, establishing strategic marketing alliance to leverage database resources. • Improved personalization of customer experience, segmenting 24M-member rewards program into 18 unique segments, and creating personalized 1:1 messaging and promotional offers. • Led re-launch of $250M gift card program; exceeded sales goals by 7%. • Increased membership in Borders Visa program by 30% in single quarter, launching new outreach strategies. From 2006 to 2008 (2 years) Senior Manager - Loyalty & CRM @ Managed customer loyalty and retention programs, while conducting key relationship management role with internal and external loyalty program partners. Planned and led construction of centralized customer database. Directed Borders / Waldenbooks email program encompassing 15M members. • Outperformed 1st-year targets for loyalty program members by 150%, achieving +15M members enterprise-wide. • Transformed under-performing under-utilized Waldenbooks loyalty program into 1 of largest programs in world with 30M members to date, effectively demonstrating existing program’s weaknesses, educating senior leadership on loyalty program potential, and garnering consensus for replacement program. • Honored for exemplary leadership and ethos in line with corporate core values as 1 of 5 recipients of prestigious enterprise-wide “Leadership Award.” From 2004 to 2006 (2 years) Strategy and New Business Development Manager @ Defined product roadmap via in-depth ongoing research, industry / market / competitive analysis, and customer needs assessments. Identified and evaluated new business opportunities, specifically new overseas markets, new products, and potential development and marketing partnerships. Provided marketing research expertise on day-to-day category management and marketing spending issues. • Orchestrated complete rebranding and repositioning of 36 Waldenbooks locations into Borders Express stores, navigating and coordinating efforts of all corporate functionalities to successfully deliver 1 of company’s most significant projects. • Increased sales and improved return-per-dollar-invested, accurately assessing productivity of marketing spend mix, and implementing comprehensive budget reallocation. • Contributed actively to study of potential corporate expansion into Spain and Mexico with strategic intelligence, creation of business model, negotiation of alliances with existing Spanish and Mexican book retailers, and evaluation of potential real estate investment opportunities. From 2003 to 2004 (1 year) Marketing Manager for Latin America @ Built and oversaw 4-member team assessing market potential for mergers/acquisitions, and developing regional marketing plans. Recruited and hired regional sales team. Drove initial new business development efforts through intensive prospecting. • Pioneered and grew Latin American marketing division from ground up. • Skyrocketed market share by 83% in commoditized industry, leading strategic market differentiation initiative focused on developing and promoting value-added and innovative services. • Maximized revenues and balanced plant workloads, enabling flexible pricing and production via creation of +500 directory database monitoring key markets and competitor sales data. From 1998 to 2001 (3 years)

Certificate in Customer Relationship Management, Marketing @ Northwestern University - Kellogg School of Management From 2005 to 2005 MBA, Business Administration and Management, General @ University of Michigan - Stephen M. Ross School of Business From 2001 to 2003 Post-Baccalaureate Diploma in Marketing, Marketing @ Escola Superior de Propaganda e Marketing From 1993 to 1995 Bachelor of Arts in Business Administration, Business Administration and Management, General @ Universidade Presbiteriana Mackenzie From 1988 to 1991 Welington Fonseca is skilled in: Loyalty Marketing, Strategic Planning, Customer Acquisition, Project Management, CRM, Email Marketing, Databases, Economic Development, E-business, Online Advertising, E-commerce, Marketing Strategy, Multi-channel Marketing, Management, Relationship Marketing