MAX MARTINIS

2111 Santa Fe Trl, Grapevine, TX – 76051

maxmartinis@outlook.com | +1 (972) 655-6669 | |

SUMMARY
Dynamic B2B marketing professional with more than 13 years in marketing, sales, and business development. Creative and
innovative team player with strong interpersonal skills. Brand development and management expert with skills in market
research, forecast, and implementation. Knowledgeable about branding, social media, e-commerce, and design.
PROFESSIONAL EXPERIENCE

CSW Industrials, Inc. (NASDAQ: CSWI) Dallas, Texas

Diversified industrial growth company with well-established, scalable platforms and domain expertise across
two segments: Industrial Products; and Specialty Chemicals.
 Global Product Marketing Manager for Whitmore and Jet-Lube 2016-Today

> Responsible for the global strategic marketing and product management activities for Whitmore’s extensive portfolio as
Whitmore Rail, Air Sentry, and OilSafe; and Jet-Lube's portfolio as Deacon and Design Water.
o Lead the marketing and product management for lubricants, sealants, chemicals and reliability products.
o Product categories include High-Performance Lubricants, Drilling compounds, Anti-seizes, High Temperature
sealants, Waterwell chemicals, Rail Lubricants and equipment, Desiccant Breathers, Lubrication management, and
coatings.
o Responsible for the research and identification of new markets and how to diversify the portfolio.
o Constantly scanning the environment, analyzing industry trends and assessing business impact.
o Leader for Market Strategy deployment to Sales force, Inspire and motivate the sales organization with
breakthrough strategies, plans, and tools that will deliver against your product line and channel strategies .
o Set the communications and promotion strategy ensuring brands have a clear promise and deliver on that
promise.
o Responsible of a virtual dispersed creative team as designers, translators, producers and marketers, this cross-
functional team is responsible for developing and maintaining the marketing strategies in order to maintain a
consistent brand globally and penetration into the markets.
o Champion the brands positioning and optimize their reach on internal and external websites, trade shows, public
relations, social media platforms, advertising, videos, etc.
o Build Organizational Capability - Grow the capability by improving processes and approaches, building
organization knowledge in marketing. Grow the capability of direct reports through effective coaching.
o Defining and meeting annual marketing budget plan.
NCH Corporation Dallas, Texas
Leading manufacturer and marketer of commercial chemicals, lubricants, welding, abrasives, tools and services
for the industrial, institutional, and commercial sectors.
 International Marketing Manager for Latin America 2012-16
 Brand Manager for Mexico and Central America 2008-12
 Sales Executive 2004-08
> Began career as a sales executive and was promoted to Brand Manager for Mexico and Central America before being
transferred to the US as Marketing Manager for Latin America.
> Successfully launched and executed a major brand awareness campaign by creating the first ever cross –functional
marketing department for the 12 countries in Latin America. By doing this, the team was able to consolidate seven
different brands into a single billion-dollar brand called NCH, which reduced marketing spend by 18%, increased
production by over 50%, and brought overall brand awareness to one single name.
 Marketing, Sales Operations and Business Development
o Lead and managed the new products development for direct sales force and distributors in Latin America and
execute regional advertising and activation for the seven different business lines that span more than 8,000
products.
o Recruited and managed a six-person virtually dispersed marketing and sales development team that is responsible
for developing and maintaining the marketing strategies for each Latin American country in order to maintain a
consistent brand globally and penetration into the markets.
o Responsible for the identification of new markets and understanding of product needs in order to improve NCH’s
product offerings in Latin America.
o Responsible for overseeing the marketing, advertising, and promotional staff, for trade shows, and corporate
events geared at growing brand awareness which has proven an ROI of over 600% per trade show. This team
creates and develops all product labels, technical specification sheets, brochures, trade shows stands, banners,
case studies, catalogs, yearly calendars and agendas, newsletters, promotions, and the graphic material the NCH
sales team leverage on a daily basis.
o Direct a two person design team responsible for all content and design that focuses on print and online media
campaigns, web design, social media, trade shows, and packaging of products.
 MAX MARTINIS
2111 Santa Fe Trl, Grapevine, TX – 76051
maxmartinis@outlook.com | +1 (972) 655-6669 | |

o Championed the roll out of a state of the art tablet application geared to replace the legacy catalogs for over 600+
sales representatives and managers. It reduced the cost of printing by 50% in the region, while making the sales
team more efficient, and creating a "wow factor" in client presentations.
o Managed the development of an e-learning university rolled out that was implemented across the regional sales
organization of 300+.
o Member of a five-person regional team made up of a president, operations, product development, sales and
marketing, and finance that present to the board quarterly results about the region; creating business plans, P&L,
sales growth, KPI´s, acquisitions, and expansion strategies in Latin America.
CHAMPCAR Indianapolis, Indianapolis
American professional top-level open wheel racing.
 Freelance - Marketing and Public Relations for Latin America 2005-08
 Worked closely with the executive team to rebuild the go-to-market strategy for Latin America by partnering with media
for successful event activation.
 Coordinated media and sponsorship events within local, national, and international markets.

EDUCATION

UNIVERSIDAD TECMILENIO
- Master of Business Administration (MBA), Marketing - Thesis excellence award 2009-11
- Bachelor of Commerce 2004-08

OTHER
Languages: Native Spanish, fluent English and proficient Portuguese
Software: JD Edwards, Netsuite, Microsoft Office, Gantt Project, Adobe -Photoshop, Illustrator, InDesign
Other Interests: Photography, motorsports, swimming, golf, fundraising and volunteering

U.S. permanent resident, Eligible to work for any employer in the United States, Mexico, and Canada