Download Curriculum Vitae

Ricardo Rafael Vallenilla Molina
Professor at IESA's Marketing Center.
Education
PhD in Social Sciences and Humanities (candidate)
USB, Doctoral thesis “Perception of freedom of choice in mass
consumption categories”
Master of Management. Tulane University, New Orleans (2001)
Master in Business Administration. IESA Caracas (1984).
Sociology. UCAB Caracas (1982)
Academic activity
IESA. (2007-at present)
Graduate Studies Institute, Assistant Professor in the Marketing
department; teaching activities and research interest in Strategic marketing,
Branding, Consumer behavior, Communications management, Advertising
management, Market Simulation and Positioning Strategies.
Trainning courses
Balanced scorecard, IESA, Maracaibo, 2013
Introduction to online learning, UVIA Foundation, 2010
Corporate coaching, IESA, 2007
NLP, IESA, 2005
Consulting techniques, IESA, 2004
Total Marketing, Phillip Kotler, IESA, 1997
UNIMET. 1987
Universidad Metrolpolitana, Market Research professor.
Business experience
Eztratego. (2002-2007)
Marketing consultant office affiliated to Publiteca. Senior Partner, since
2002. In charge of Marketing Strategic planning, Market research and consulting
for Publiteca’s client portfolio and Eztratego’s own client portfolio. List of clients:
EPSON, Galeno-Química, Directv, Digitel, Banco Mercantil, LG, BanPro, Banco
Exterior
Publiteca
Integrated Marketing Communications Agency. Since 1996. Executive
Vice-President/partner. Publiteca is a locally owned Agency affiliated to ICOM
(International Communications Agencies network), an international network of
local agencies. Ranked as 17 of total advertising agencies in Venezuela and #2
locally owned. Responsible for the overall performance of the agency, as well as
direct responsibility in issues related to client’s satisfaction, PR programs offered
to the clients and Strategic account planning. Also handling all activities related
to the Operation of the Agency.
DHL Worldwide Express
Nov 93 – Jan 96. Sales and Marketing Manager. Developing of strategies
and operations of sales, rate policies, advertising, promotions, new products,
claims handling, planning and budgets. Departments under supervision: Sales,
Marketing, Client Services, claims and country stations (12 stations, 40
employees). Reporting both to the Venezuelan General Manager and the
Regional Sales and Marketing Manager in Fort Lauderdale, Fl.
Moore Business Forms
Sales and Marketing Director. Nov. 90 – Jul 93. Main responsibilities:
Merging Sales and Marketing Departments, developing and implementing
marketing plans for existing and new products portfolio. Market information
generation, Advertising strategies and promotional activities. Attending to
regional activities in the headquarters in Toronto. Supervision of regional sales
offices (10 sales offices, 120 employees)
Quaker Oats
Oct. 87 – Oct. 90. Product Group Manager. Head of cereal products
group (80% of total company’s sales). Responsible for product line decisions,
product’s marketing strategies, pricing, promotions, advertising and market
research.
Mavesa S.A.
Product Manager. Oct. 84 – Aug. 87. Responsible for marketing strategies
for Mavesa, leading Margarine in Venezuela: Price, promotions, advertising,
market research and new products developments.
Consulting activity
CEMPRI. Private Cemetery, 1996
VENUSCOL. Casual clothing importer and retailer, 1997, 1999
VAN HEEL, C.A. Microingredients importer, 1998, 1999
CAPACO ,Paper processing company, 2001
MONTE ÁVILA EDITORES, State owned press, 2003
IESA-CDG, Executive education, 2006-2007
BECO, Department chain store, private labels manual, 2008
LABORATORIOS VITA, Brand consulting and market research
for Borocanfor brand, 2012-2013
Academic events
ALAC, Latin-American case studies association, Tequechongos
case study, Santiago de Chile, 2012
Teaching cases
“B&G Desarrollos de Negocios: ¡Necesito Clientes!”. Teaching
case. The Case Centre (formerly ECCH). Forthcoming 2014
“Efe con Efe: Helados”, Teaching case. European Case
Clearinghouse ECCH. 2011
Publications
Vallenilla, Ricardo & Rodríguez, Aramis (2013) B&G
Desarrollos de Negocios: ¡Necesito Clientes! forthcoming.
Entrepreneurship Theory and Practice
Publications
“Redes sociales y consumidores jóvenes: ¿es creíble la
comunicación de marcas?”. Debates IESA. vol. XVI N°4 octubrediciembre 2011 pp. 54
Las marcas llegaron a las redes sociales. Debates IESA. vol.
XVI N°1 enero-marzo 2011 pp. 54-57