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FABIANA BORELLO

Mobile: (646) 915-5860


E-mail: fb51a3bc@westpost.net
OBJECTIVE: To obtain a challenging Senior Manager Position to replicate my prove
n success first in retaining current clients, developing and maintaining marketi
ng strategies and then, in acquiring new sources of business by consistently pro
viding excellent operations with a passion for detailed oriented service and hig
h quality standards.
WORK EXPERIENCE
2009 to 2010 Marketing Director - Havana Central Restaurant & Bar Chain (Times S
quare, Union Square and Upper W. Side)
* Developed marketing initiatives, including promotional campaigns, advertising,
and other special projects (collateral materials) designated to create brand p
osition.
* Built brand awareness with strategic partnerships, including the Broadway hit
show "In The Heights," NY Botanical Garden, St. Luke's Roosevelt, Mount Sinai Ho
spitals, and so on.
* Positioned Havana Central as the #1 destination for Cuban experience (Food/Liv
e Music/Events).
* Created marketing and public relations "buzzes" to help build traffic and reve
nue at all locations, including Catering and Events.
* Increased client data base by 50%.
* Maintained accurate statistics and data on ROI of marketing programs, market c
onditions/menus.
* Direct development, continued innovation and content maintenance of the HC web
site and social media network.
* Led, motivated and supervised PR Company, Online Marketing & Community Strateg
ist, Web designer, Graphic designer, Analytics and Metrics department and intern
.
* Developed the annual marketing plan.
2008 to 2009 Assistant General Manager- Applebee's in its largest store in the w
orld at 50th St. and Broadway (NYC)
* Managed three bars and a lounge as well as two kitchens in a four floor store,
with 450 seating capacity, generating annually over $11 millions.
* Managed the internal marketing teams and developed unique propositions and pos
itioning.
* Led the vision, strategy and business planning process.
* Was responsible for managing all the sales & marketing and catering & conferen
ce services activities.
* Organized/hosted New Year's Eve Time Square Party.
* Planned and implemented client base marketing strategies to maximize revenues.
* Established and maintained excellent client relations.
* Closed deals with companies such as NBC, NY Athletic Club, AXA Financial and i
ts affiliates, and so on.
* Directed food and beverage promotion and operations. Performance management an
d cost conscious leader.
2003 to 2007 Business Development Manager & Marketing Consultant - Global Corp.-
Connecticut, Central Village Consultant for an International telecommunication
company: Organized sales, people activities and sales campaigns. Tested new prod
ucts.
* Ensured development/implementation of sales and marketing strategy.
* Managed and coordinated marketing, distribution and sales group whose responsi
bilities require implementation and overseeing of day-to-day sales within their
respective groups.
* Worked with Product Marketing and Sales teams to develop account-specific mark
eting plans for new products.
* Managed account-specific advertising budgets and creative execution.
* Managed execution and analysis of consumer promotions such as rebates, gifts c
ards, sweepstakes, etc.
* Developed presentations for meetings and trade events.
* Tracked daily transactions by country and unit and analyzed the collected data
.
* Developed and implementing a company-wide go-to-market plan, working with all
departments to execute.
* Maintained open communication channels with other departments, notifying them
cross-selling opportunities.
* Evaluated advertising campaigns and managing costs within agreed budget.
* Exceeded business goal of 25% market share for three products, propelling over
all market share beyond 35%.
2003 to 2005 Le Pain Quotidien European Gourmet & Bakery Store Chain General Ma
nager of European gourmet & organic specialty food Belgium & French 22 stores in
Manhattan, NYC, 31 in East and West Coasts, and 69 around the world.
* Managed seven high volume luxury retail stores throughout Manhattan, NYC with
a focus on high end service.
* Organized upper scale luxury party catering. Hands on culinary leadership and
team management.
* Promote sales through coaching the staff in chain stores.
* Increased sales by 50% over five months on the last position with a strong P&L
skill.
* Communicated with planners and store line business partners.
* Handled time-sensitive multiple projects with challenging deadlines.
* Identified and solved problems with stores to improve sales and overall person
nel performance.
* Trained the staff to have professional appearance and presentation and supervi
sed professional service.
* Employed creative merchandising skills to promote sales.
* Recruited new employees and trained as needed.
* Training Manager at Soho Training Center. Capitalized on, and contributed to,
cutting-edge food trends.
1997-2003 Turkey Online Corporation, General Manager - New York City. Oversaw op
erations of a multi-million dollar international import/export company engaged i
n the purchase of high quality, new and antique oriental carpets from Turkey, th
eir special packaging, delicate handling and shipping, and their sale in the Ame
ricas, with the bulk of the sales in USA, Canada, Argentina, Brazil, Mexico.
* Setup primary sales, marketing and distribution office in New York. Managed an
office of 15 employees. Coordinated purchases with the Istanbul office as the p
rimary point of purchase.
2001-2002 International (ICOC) Conference , Managing Partner/Strategic Market Pl
anning -New York City
* Planned and organized a unique Conference, bringing together more than 250 col
lectors, scholars, dealers and ethnic carpet and textile enthusiasts from over 1
4 different countries around the world to an annual gathering in Kyrgyzstan with
a field trip to Uzbekistan in the Central Asia.
* Prepared and implemented a global advertising campaign to promote the conferen
ce around world.
* Planned, organized and managed full travel packages for all participants, incl
uding airplane tickets, tour buses, exhibitions, conference rooms and hotel acco
mmodations in various cities throughout Turkey, Kyrgyzstan, Uzbekistan as well a
s two week post-conference tours around Kyrgyzstan and Uzbekistan.
1994-1996 Osmus Magazine, International Food & Travel Correspondent - New York,
Istanbul.
1991-1992 Lopez & Borello Law Firm, Lawyer and partner. Criminal Lawyer and 199
1 Member of Argentinean Bar Association.
SKILLS:
* FOOD PROTECTION CERTIFICATION.
* SERVSAFE CERTIFICATION.
* FOODSERVICE MANAGEMENT PROFESSIONAL CERTIFICATION (FMP in process).
EDUCATION:
* 1992-1994 Columbia University, New York, Commercial English language program g
raduate.
* 1992-1994 Hunter College, New York, English Language program graduate.
* 1987-1991 Buenos Aires University, Attorney of Law.
* 1989-1990 Argentina School of International Business Management, in conjunctio
n with the Bank of Boston.
Language: Fluent in Spanish and English; negotiating skills in Portuguese and It
alian; two years of classes in Turkish.
Software: Microsoft Office, including Word, Excel, Power Point, Intuit's QuickBo
oks Pro, Adobe's Photoshop, POS.
PERSONAL DETAILS: Single with no children; Italian and Argentinean citizenship,
US resident; extensive traveler throughout Americas, Europe and Asia.
FABIANA BORELLO CURRICULUM VITAE

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