Catherine Rey

EF Corporate Language Training is part of EF Education, the world´s largest privately held language training provider with over 400 schools and offices in 51 countries. Founded in Europe in 1965, EF is focused on language training, educational travel, cultural exchange and academic degree preparation. Today, EF has helped more than 15 million students and over 1000 companies learn a new language.
EF has developed the most advanced and effective way to help companies improve their language skills. Based on an assessment of your company’s needs, we can provide you with the highest possible return on your training investment, with cost-efficient and tailor-made solutions.
EF´s proven concept Value Based Learning helps to focus on giving just the right amount and type of training to each employee by setting language competency targets, choosing the right program to meet those targets and by measuring the results and effects carefully.

In charge of marketing and business development, reporting directly to the Managing Director and Board of Directors. Trained and lead a team of 18 executives towards achieving business development and client management objectives. Identified target market and introduced solutions to expand the company´s client base. Designed marketing materials for distribution to key accounts and represented the company at tradeshows and conferences.
Selected Accomplishments:
Opened key off trade accounts (Wal-Mart, Costco, Heb, Soriana and City Club) representing half the company´s annual sales.
Defined and structured a price and discount policy per customers and products allowing a 5 to 10% increase of the company´s net margins.
Developed and implemented a wine aroma workshop for key accounts generating 15% increase in depletions.

Formulated a marketing plan and organized the budget per both brands and key accounts. Analyzed market studies (Nielsen) and formulated a business review. Organized merchandising in 28 stores; represented the company at various conferences and trade shows and was responsible for sourcing new accounts and developing activities. Designed new training manuals and marketing materials to assist the sales team. Provided extensive training of the sales force and assistance with complex customer issues and new accounts development.
Selected accomplishments:
Implemented French wines in 28 stores, improved product knowledge of Castel Freres Wines generating a staggering 15% increase in the company´s sales during the first trial month.
Improved employee´s wine capabilities and customer service ethos by assisting the store manager with staff training and development.
Achieved goal of "Reserve Maison Nicolas" sales increase from 5,000 to 22,000 cases (9liters) in the time period 2001-2005.

Designed, planned and implemented marketing plan allowing optimum market entry strategy. Developed marketing strategies and created POP articles to assist sales force. Introduced special offers for the off trade key accounts and coordinated new brand launches. Directed sales and marketing operations with Duty Free clients and conducted business reviews, price sales and competition report analysis.
Selected accomplishments:
Registered three wine brands with the two following duty free customers: Aeroboutique and Weitnawer.
Launched a painting contest to promote Robert Mondavi Brands which allowed visibility and brand awareness in Mexico City´s top 50 restaurants.
Associated wine brands with a tasting master (i.e. brand ambassador) in order to ease the training and give the brand higher recognition. Exceeded company sales´objectives by 5%.

Identified potential importer and distributor customers for the represented brands. Negotiated with off trade customers and elaborated market studies. Coordinated importation and buying orders assuming full communication responsabilities between brands and importers.
Selected accomplishments:
Largely minimized importation errors frequently reported with represented brands.
Localized two key importer accounts for wine brands Pierre Andre and Cordier. Closed negotiations with the importers and built a solid relationship generating consistent and repeat sales.