MANUEL JIMENEZ APPLICATION
PERSONAL INFORMATION Name: Juan Manuel Jiménez Hernández Date and place of birth: Jan/31/1992 - Mexico State Current role in AIESEC: Graphic Design Nationality: Mexican Telephone: 01 (55) 20 23 56 85 Skype ID: manueljh31 Contact Email: manuel1.jimenez@aiesec.net
GENERAL QUESTIONAIRE
Explain in one paragraph your fluency in any languages you know. I’m a native Spanish speaker, the English is my second language, I’m good at writing, speaking and listening, but I have to study a lot to achieve an excellent level, I have had no problems working with foreign people, I think than I can communicate and express my ideas without any problems. State which position you would like to apply for? Why? I’m applying for MCVP MKT. This was my main goal since the first moment I could fully understand the AIESEC vision, only thinking that I can impact positively the life of lots of people doing what I most love in the world (marketing), this makes me feel so excited. I’ve learned a lot here in AIESEC Mexico and in the college, now I have the skills and I feel ready to take the challenge and share all my knowledge and experiences with the new young leaders of Mexico. Academic Background Currently I’m studying Trade Relations in the IPN in Mexico City. I started my degree in August 2010 and I’ll finish it in May 2014.
AIESEC Background MCB Brand Manager / Jul- Dec 2013 / AIESEC in Mexico As MCB Brand Manager I lead the national support team through the development of national strategies, one of the most important achievements was the standardization of the brands for the national iGCDP projects, with this we could end up with de brand fragmentation than AIESEC in Mexico had for a very long time. NST Graphic Design / Jul 2012 - Jun 2013 / AIESEC in Mexico Creation and development of national brands for OGX and TM programs (Work Abroad, Experience The World & Developing You), as being part of the national support team as graphic designer I designed the logos and promotional material for this national campaign, also I got involved in the development of the strategy for the national standardized campaign by ďŹ rst time in AIESEC Mexico. OCVP COMM Recruitment / Aug-Dec 2012 / AIESEC in IPN Only 6 months later I joined AIESEC I took the challenge of being OCVP COMM for the Autumn recruitment of 2012, I implemented the biggest recruitment campaign ever in AIESEC in IPN, as result we had more than 200 applications and 99 people recruited between members and EPs.
CONFERENCES • Everest July 2012 – Delegate – 280 delegates • Kickoff September 2012 – OCVP MKT & ER – 350 delegates • CONAL January 2013 – Delegate & Functional tracks FACI – 350 delegates • Atlantis April 2013 – Delegate – 250 delegates • Everest July 2013 – Delegate & Functional tracks FACI – 350 delegates • Apolo October 2013 - Delegate & functional tracks FACI – 200 delegates
MOTIVATION, LEADERSHIP & MANAGEMENT
Why are you applying for MCVP 2014/2015 of 1 AIESEC in Mexico? Because I love my country and I truly believe in the talented young Mexican leaders of AIESEC in Mexico, as a country we have a lot of potential, I think than out there in the Mexican universities there are many talented students looking for an opportunity just as the opportunities that AIESEC in Mexico offers, and with an excellent marketing strategy we can let them know that we are what they have been looking for. After working by almost two years in the national marketing team, I know which should be the next step in the marketing area of AIESEC México, I know best than no one what this area needs, and I’m very capable to do it. What is leadership to you? Briefly describe your style of leadership. To me, leadership is unlocking people's potential to become better. I’m a strategic leader, I trust on my team and their abilities, I like develop my team members through challenging experiences, I set challenging but not imposible goals to my team members in order to make them explore their skills and competences.
What experience do you have that makes you good at...? AIESEC Conference creation I was part of the OC of a regional conference as OCVP MKT and delegates service, the conference was planned for 300 delegates, at the end were around 370, so the delegates service was a big challenge but at the end the conference was really successful. Facilitation As NST and MCB I’ve participated facilitating sessions in the functional tracks of different national congresses, also I’m experienced in webbinars because as NST you have to keep training the LCVPs after the conferences. Emotional intelligence There’s nothing than gives you more emotional intelligence than be part of the national support team, as NST or MCB of marketing area you work a lot, you make a lot of things than maybe will never see the light or than will be rejected a lot of times, here’s where you develop your emotional intelligence and you learn how to say than something doesn’t works without hurting others people, and how to accept the critic without decrease your performance. Project management I have collaborated in some iGCDP OCs but my main experience in project management was in the NST, there I developed many national campaigns from planning to execution.
What have been your biggest failure and your biggest achievement as an AIESECer? In some moment of my early times in AIESEC I had a lot of activities, between, the marketing area in the LC, the NST, being OCP of an iGCDP project , my family and college I couldn’t manage all that work so I had to quit the OC, I felt terrible, but it was the best for a demanding project as Sharing Languages and the best for my other activities, quitting the OC I could ensure the best performance in my other activities and the best performance in the OC because the person I chose for take the OCP charge made an awesome work. My biggest achievement have been belong to the NST & MCB team, I think than in there I have developed myself, I have made things than I never imagine before. I broke my own limits. Now I’m pretty sure than I’m one of the most experienced members into the marketing area of AIESEC in Mexico.
Describe your perfect MCP My perfect MCP is a challenging leader, someone who inspires me to give my best for a common goal, someone who knows when be your friend and when be your boss, someone who tell you off when you deserve it, a trustable and inspiring person, but overall someone with a strategic vision.
What’s your career plan? I’m almost finishing my degree, so I want to be part of AIESEC for 2 years more as MCVP in Mexico and abroad, then I’m going to take a GIP internship and a MBA in Germany, after that I’m coming back to Mexico, I want to work in the marketing department of an international company as Google or Unilever for around 3 years before start my own business, I want to be the CEO of my own marketing 360 agency.
STRATEGIC THINKING
What things has AIESEC Mexico done best and worst in the last years? The most important thing is standardization, ďŹ nally we have the same processes in the different areas at national level, almost all the comities works in the same way, this brings to the members a change of mindset which makes them realize than AIESEC in Mexico can became bigger and better. The worst thing is the really bad customer service than AIESEC in Mexico is delivering, we say than we are professional young leaders, and yes maybe we have more leadership skills than the average university students but we are not demonstrating that in practice.
What’s our main bottleneck to achieve relevance as a national association? The relations with universities is our main bottle neck, many different LCs cannot take advantage of their huge and potential markets, we have to develop win-win relations with universities and offer them what most they care about, academic content and experiences of quality for their students, but before this we have to develop a customer orientation culture, and public relations skills in each AIESEC member.
What should be the focus for AIESEC in Mexico 14.15? We have a main focus and it is iGIP program because of its low growth ans market share (fig. 1), so we have to empower the members in the corporative environment, not only in sales skills, they have to be ready in communications & public relations skills. All the support areas have to be a align to this necessity, for instance, talent management have to be more strict in the people they accept on recruitments, is better have a new member with the skills and professional background on sales because he can go to action almost immediately than a new member may be with “potential” but who doesn’t know the sales process or techniques as well as the one with the professional background. In the same way the marketing area should focus their marketing efforts in publications and events to reach the decision makers of the enterprises.
Growth
100%
?
Star
Dog
Cash Cow
iGCDP iGIP oGCDP oGIP
78%
0% 0%
25%
Market share
100%
For each AIESEC Programmes in the Experiential Leadership Development phases, please list one concrete strategy to grow, consolidate or mature each of them in AIESEC in Mexico? • OGX: growth the number of SU’s in universities selling the oGIP program as a professional practices program for social service or an option to get the professional degree as part of the school’s programs. Invest in paid media, there is nothing better than the paid media to create brand awareness about AIESEC and its OGX products. • iGIP: We need to invest in our sellers, creating a fair compensation program to the account managers in order to increase and reaffirm the commitment they have with the organization, so we will reduce the risk of loss due of lack of customer service; we have to invest in paid media in order to be where the decision makers of the enterprises are, just in the right moment at the right place. Also we need better information systems in order to improve our customer services, having all the information in one place.
• iGCDP: We need to design local projects in order to solve local issues, also we need to be more analytics and adapt the national projects to our local realities. Also we need more social partners to make this programs more profitable. • TMP & TLP: This program needs a lot of work, the leaders of the different areas need more preparation, they need develop their capacities, not only learning AIESEC's things, they need to know what’s happening outside of the organization to make AIESEC grow and provide truly professional experiences. We need more productive conferences.
How would you like to see AIESEC in Mexico in July 2015? I see an AIESEC in Mexico professional, recognized by universities with the ability and talent of its members, recognized by employers for providing valuable leaders. A strong AIESEC in Mexico, with quality processes, but above all AIESEC in Mexico that impacts the lives of all those who know him in one way or another, being the very best option in young talent development.
SPECIFIC QUESTIONNAIRE
List brands that can AIESEC work as a Marketing tactic to increase the positioning of the organization. Explain the strategy and the objective that you want to develop with each one. • ISA Corporativo: This corporate have the ESR (Empresa Socialmente Responsible) certification, AIESEC as a non-profit organization can consolidate a partnership with this agency, offering collaboration in some of our social projects in exchange for media publications, this means we can invest in external media at a very low cost, this would contribute greatly to promote the brand among our target, being in the right place at the right time. • GC&A: This public relations agency occasionally takes ad honorem accounts, for the selection of these accounts they are based on the quantity and quality of clients that they can acquire to accept such accounts. AIESEC has a considerable amount of partners that this agency could be interested in, so they would collaborate with us in the PR area in order to get better publications and events. • Grupo Editorial Expansión: this editorial group has a wide diversity of publications that can reach many of our stakeholders, a strategic alliance with them could reduce the amount of investment in print media, other publications that have a higher level of credibility. • Despegar.com: Every year we sent lots of people to other countries, so why don’t we promote their services being partners, and at the same time they promote AIESEC as an alternative for young people to travel, in order to get chipper fly tickets.
Strengths • Brand Architecture. • Internal marketing growing. • National standardized campaigns.
Oportunities • Lack of skilled human resources in IT. • Existence of organizations that work much like AIESEC, and they have better marketing.
Weakness • Brand awareness practically nil in our target audience. • The operational capacity of some committees do not allow them to maximize theirmarket. • There is more focus on advertising rather than marketing. • Lack of marketing metrics, we are not mesuring ourb marketing growth.
Threatens • Some media agencies, public relations agencies, market research agencies, etc.. accept ad honorem accounts. • The target to which we are directed is of high interest for many companies. • Expansion of marketing channels.
Which will be the 3 focus points of the Marketing area during the period 14.15 for AIESEC in Mexico. Explain them. • Brand awareness: We cannot positioning if in the main universities don’t even know what AIESEC is. we have to focus on make them know what AIESEC is, make the brand notice. We need to invest on BTL & TTL media, we need to be all around our target. • Make them know what AIESEC is: Collaborate with universities creating academic conferences and events, this will help to develop a good relation with universities and at the same time our brand is spread through teachers and students. • Make the brand notice trough creative strategies with BTL and TTL media.. • Surround our target with paid media, this is going to put our brand in the right place at the right time. • Trade relations development: AIESEC in Mexico already have a great branding, promotional materials and campaign concepts; now we need to implement strategies which allow us to establish long term links with our consumers, and all our stake holders, we need to be more analytics in market tendencies and adapt our offer to those tendencies, focusing our marketing efforts in our customers, trying to provide the best experience of their lives since the first touch with the organization, we need more and better points of purchase. • Internal marketing: This have been one of the focuses of the marketing area in term 13-14 and I think than it works, we have members more motivated, so we need to keep the focus on this point. We have excellent motivational campaigns, now we need boost this campaigns in order to keep the motivation in a middle term, implementing loyalty programs with more perceptive benefits. For this we have to work harder with PR in order to get more benefits from the enterprises directly to the membership.
What has been done this year that you would keep from the area? I would keep the national product packaging, it’s time to give stability to the marketing area, we have good brands, so we don’t need to create new ones. Also I will keep the focus on internal marketing in order to improve the organizational environment. I want to focus all the marketing efforts into the trade relations development.
Which global strategies are not been implemented in the national level and we need to implement? Currently in AIESEC México are being implemented all the global strategies with the exception of ORS and Opportunity portal, I still wouldn't implement them in Mexico because their characteristics do not match our recruitment processes, the Podio tools we use nowadays allow us to customize filters and attach documents necessary to make this process faster, if it were to be any changes that would bring the ORS and Opportunity Portal to our needs, I wouldn't hesitate to implement these global tools.
How will you boost the National Social Media strategy for the period 14.15 and what will you change from the current strategy? I will have a strategic social media team, focused on content marketing, analysing the topics of the social networks and linking in a good way the AIESEC issues with the actual interesting topics, we are looking people whom follow us #1 because of our quality content #2 because of our products. We’ll boost all these efforts through promoted post on Facebook, and google AdWords for the AIESEC blog; on Twitter we need to invest in professional capacitation for our community managers in order to boost our brand and content between their followers. Also we need to create a complete personality of AIESEC in social media in order to make people know our position or opinion of different situation in the daily life of the country and the world. Also I want to get an ad honorem account with a creative agency in order to create together a viral campaign to increase the trafďŹ c in our social networks.