Amilcar Alfaro

Marketing Leader for Mexico, Peru, Ecuador, Central America and Caribbean Responsible for demand generation, campaigns and events for enterprise, corporate and public sector marketing Responsible for productivity and collaboration solutions across LATAM Delivered over 100% of pipeline, 100+ digital events and campaigns Authored multiple op-eds and media interviews to boost GCP and Workspace awareness

Responsible for engagement programs for emerging countries and North America market expansion Marketing lead for the launch of Amazon Music for Spanish speaking US customers Manage reporting, rhythm of the business and accountable for engagement and growth metrics Lead marketing strategy for Latin/Hispanic audiences and genres, including segmentation research across 4 major metropolitan areas in the US

Led enterprise marketing programs including cloud migration, TCO, business value and pricing. Head of product marketing for enterprise audiences and enterprise applications Authored messaging frameworks for cloud economics, enterprise and migration Responsible for multiple global research projects (enterprise messaging, enterprise workloads, migration, SKU's, procurement preferences and packaging offers) Responsible for digital assets with over 5MM visitors YOY, tools with over 1MN users YOY & growth exceeding 100% Developed enterprise campaign models, positioning and bill of materials. Created collateral, tools and solutions to articulate the value proposition of the economic benefits of AWS (white papers, ebooks, webinars, site merchandising) Launched the business decision maker (BDM) & CFO marketing programs, campaigns and customer engagement framework Partnered with independent 3rd parties to develop evidence and reports to support the economic impact and benefits of AWS. Delivered 7 reports with over 15K downloads and generating over 10K sales leads.

Developed Go-to-market strategies for medical devices company launching a new ultra mobile product line Coordinated and supported marketing planning for new enterprise social networking solutions Delivered the analysis and launch plan for a procurement offering for major online services company Developed proposals for staffing solutions in a major public office Created the engagement model and framework for customer relationship management for one of the firms

Authored the strategy and execution plan for value added services (software, labor based services) for the AED/Resuscitation Business Innovation Unit Wrote and managed the implementation guide for the infrastructure and delivered business requirements for services fulfillment, monetization and value realization. Drove pricing strategy and research for value added services, including remote access solutions Supported the organization in developing an industry assessment through a leading HR consulting firm to reorganize the team to focus on services Provided organizational guidance on developing 3rd party and relationship based businesses Implemented a platform for international delivery of services offerings

Lead licensing, promotions & monetization strategy for corporate accounts (Small Medium Solutions and Partner Group - SMS&P) Drive sales segment alignment with product & services (SaaS, IaaS, PaaS) teams to optimize program & product licensing strategy Drive partner/field readiness & training on licensing, service offerings, agreements & roadmaps w/ Scores 4.6/5 Responsible for rhythm of the business (ROB), Scorecard and team budget of $5.4MN with variance >1% Responsible for Business Group growth planning & revenue targeting ($1.3BN, 8%YOY Growth) Appointed for key analysis in executive strategic initiatives addressing revenue & share

Responsible for product licensing and pricing for Emerging Markets Solutions & Windows Client Successfully supported the launch of Windows 7 & solutions enterprise and public sector, academic licensing & shared access computing. Developed a rental & leasing licensing and pricing solution for desktop products targeting service providers & integrators. Secured sponsorship from Corp. VP’s from Windows, WWLP, Office & Enterprise Sales. LRP of $250MN over 3 yrs Key partner with on readiness, training and analyst support. Delivered 10+ sales roadshows with scores +4.5/5 Partnered closely with IDC, Gartner, and Forrester. Delivered +30 analyst calls/briefings

Led emerging markets enterprise campaigns for the Microsoft Business Division (30+ subsidiaries & 3 multicounty areas) Developed an emerging markets profiling & segmentation study for MBD portfolio with LRP $400MN Created Go to Market strategy tailored for emerging markets emphasizing on share growth & simplicity of execution. Promoted activities adopted in over 30 subsidiaries with focus on Enterprise, Education and Public Sector

Delivered 50+ case studies and 15 whitepapers to support the value proposition of Windows in the enterprise. Drove Enterprise (including Public Sector and Education) planning for the launch of Office XP, Office 2003 & Windows Vista Supported and partnered with the Office Analyst Relations team on business economics, TCO and pricing engagements. Developed financial impact study for Office 2003. 100+ press articles & top used tool by sales field Delivered over 100 Executive Briefings Managed a budget of $2.5MN