John de Armas is a highly accomplished leader with over twenty years of senior management experience in the US, Europe, Asia and Latin America/U.S. Hispanic markets. He has been the creator of highly efficient and sustainable Marketing and Customer-Centric “killer” strategies that have focused on customer acquisition, retention and TV/Web audience-building in the Media, Telecommunications, and CPG space.
After several years with AT&T, John was appointed as International Vice President for DIRECTV, where he was accountable for two business units within DIRECTV, with revenues above the $1B mark. John lead and managed successful customer acquisition and retention activities and profitable growth of 12 distinct multicultural business units in the U.S. and day-to-day management of over 130 channels, 60 channels dedicated to the US Hispanic Market. He was also accountable for creating and aggregating existing and original content, launching and branding new channels, designing and executing highly creative and effective advertising, social media, promotional campaigns, and package & pricing strategies.
After HSN, John joined AT&T Caribbean as President, taking over Full P & L accountability for the Caribbean region, which reached a Wireless, Broadband, Cable TV service provider network that served over 1.5 million customers and achieved Revenues of $500M with over 5000 employees.
Before then, John was engaged by HSN to launch “HSE” (Home Shopping Espanol), which involved the creation and management of their first 24/7, “live” Television Shopping Channel focusing on the US Hispanic market, fully integrating infomercials on TV, Online, Radio, Grass Roots and Direct Mail campaigns requiring a highly efficient, and ethnic-specific sales call centers. He launched unique and powerful brand pairings between celebrities and products designed specifically for both the Hispanic and General Market audiences; and gained highly treasured consumer insights by conducting the most comprehensive analysis of the US Hispanic market buying characteristics and family needs though daily testing of key buying variables including: hundreds of products/services, pricing points, country-of-origin, geography, creative, media, media mix, call center performance, selling messages, among others.
Before HSN/HSE, John was International Vice President of Strategy & Marketing for Phelps Dodge International Corporation, a Fortune 500 company, after spending the first 5 years of his career as with KPMG’s Strategy/Marketing consulting practice, departing as Senior Manager.
John received his BS, Business Administration, from Pacific Union College and then received an MBA in International Business from The Monterey Institute of International Studies.
According to John de Armas, “We are extremely excited to work with Stephen and Golden Gate BPO to actively engage in providing strategic, hands-on assistance to companies who want to profitably enter or strengthen their presence in the US Hispanic market. Via our Direct-to Consumer Marketing approach, we will bring the secret sauce required to create a speedy, effective and highly profitable way to ensure our clients achieve the number one position in this $1.3 Trillion US Hispanic market.”
