Carlos Perez, Sr. Director, Global Marketing, Checkpoint Systems

Formerly Director of Marketing Alpha High Theft Solutions (a division of Checkpoint Systems)


Passion - Focus - Reinvention

With 20 years of very successful international experience Carlos was recently promoted to Senior Director, Global Marketing, for Checkpoint Systems. An accomplishment very few reach and one that his colleagues and customers resoundingly responded to with applause and absolute confidence that he'll deliver Alpha's trusted "A" game to the Checkpoint Systems global brand.

Moving from Costa Rica in 1988, and not speaking English fluently, to attend Clemson University, where he earned two bachelor degrees in business management and marketing in 4 years, showed early on that Carlos' determination and focus was clearly set on excelling at whatever he does. His professional career started with 6 years of international product marketing experience at Sensormatic and 8 years of successful global sales and marketing experience in the medical device industry Carlos returned to our industry and joined the Alpha team because he saw a great opportunity, with a great company, and a very passionate leadership team.

Quickly realizing Alpha's strengths on innovation and customer responsiveness Carlos took on the challenge, which Larry Yeager, Alpha’s VP and General Manager, posed in the beginning, of taking the "Best Kept Secret in the LP Industry" and bringing it to life in everything Alpha does. From new product development process - to product launches - to marketing campaigns that focuses on Alpha's brand promise of increasing a retailer's sales, reducing shrink in their high-risk merchandise and delivering an ROI within 12 months. Retailers today are looking for proven products from a company they can trust, and Alpha’s campaigns reflect that guiding principal that we've been seeing in everything they create, publish and do since Carlos joined them.

As part of a "world class team" Carlos speaks to how they've created a culture that demands your "A" game every day and reflects Larry's absolute commitment to get the best out of each individual that ultimately drives the results for their business partners. This challenging group of "A" players comprises a team that's driven by the strengths of each individual, united by the same sense of accountability, motivated and supported by their "collective shoulders" - supporting each other - relying on each other and knowing that the team is focused on investing their best each and every day.

One merely needs to look at last week’s Tide theft news sweeping the nation and Alpha's quick and best-in-class solution response to see how this team delivers to the nation’s retailers. This testament alone shows a market sensitivity unmatched in the industry and led by a marketing executive who understands what's needed, when it's needed, and where it's needed. And when coupled with all we've mentioned above we're confident in saying that we'll be hearing a lot more about the Checkpoint Systems brand in short order.

"Checkpoint is one of the pillars in our industry, with over 40 years of history developing technology to help reduce theft at retailers worldwide. But reducing theft is no longer enough – our innovation has to focus on helping increase sales at the retail store while protecting its merchandise. It’s a worthy and exciting challenge," remarks Carlos about his new role.

Managing and developing a "brand" is a serious obligation and Carlos has dedicated his career to understanding his environment and being able to translate a message in such a way as to accurately reflect the real benefit and long term impact of specific subject matter in the most professional light, while at the same time integrating the desired corporate image. An art that is not easily mastered but one Carlos obviously has. And when asked about his philosophy, it was no surprise to hear such a well grounded response that's based in driving value for his business partners:

"Think Globally - But Act Locally"

Speaking on behalf of our team here at the Daily we'd like to wish him the best of luck in his new global position, however knowing that he may not need much of it, because he is a true professional and as Patrick Henry once said about Luck:

"Funny thing about luck - The harder I work the more I find I have it."