Seville, Andalusia, Spain
With over two decades of experience leading a broad mix of brands in the FMCG and Consumer Electronics industry, I have developed the ability to assess a brand’s strengths, research and evaluate the competitive landscape, and align marketing efforts to meet business objectives. With a collaborative approach to orchestrating the efforts of cross-functional and creative teams, I leverage a deep understanding of the brand, product lifecycle and sales processes to plan and implement strategic marketing campaigns.
As a Trade Marketing Manager working for one of the leading supermarket retailers in the Andalucian market, I manage and lead the trade growth plans and company's brand portfolio in order to create brand strategies that generate awaraness and maximise sales. This position is a key role to drive growth for strategic product categories. Main responsabilities include: develope brand & trade marketing promotional initiatives, research of competition and industry trends that will set strategic valuable insights, packaging design and development, bespoke & local marketing plans for flagship stores, conduct consumer studies, control of brand A&P spend.
Define, evolve and achieve growth goals and plans for different product categories (built-in cooking appliances and floor care). Develop creative marketing strategies to deliver demand generation results against available budget and resources. Conduct market research and ensure that competitive plans and response strategies are the foundation of the overall business plans for Iberia. Develop and use in-depth product expertise to assist internal teams and key stakeholders in order to reinforce brand and product ositioning. Work closely with the sales team in order to maximise key account performance. Provide and execute events, product launches and assist in the creation product training programmes. Provide overall support in the rollout of marketing campaigns across all market touch points from print, digital to POS collateral.
Collaborate with Sales and Marketing Director and align efforts of marketing specialist to support Key Account Manager and sales team and drive brand awareness across UK. Conceive and implement seasonal marketing campaigns, product launch plans, promotions, trade and consumer show exhibits; oversee relationships with public relations and creative agencies and production of catalogues, website, and bespoke marketing tools. Develop content, visuals, and other collateral for cross media initiatives. Plan digital marketing activities, including SEO, e-commerce, and on-line marketing; manage website content and updates. Support sales goals through performance analysis, product cost evaluations, and improvement recommendations. Assess product technical specifications for adequacy; develop key selling points and compelling product descriptions. Champion UK-specific needs with corporate headquarters. Prepare and execute annual budget.
Corporate Vision Strategists is a high-level consultancy specialised in corporate vision and brand strategy development process. During my experience in this consultancy I led long-term project engagements for multinational companies and guided clients through process to conceptualize, develop, and implement corporate vision strategies. Conducted case studies, prepared solution briefings, defined client’s value proposition, positioning and messaging, and prepared recommendations for brand-consistent visual identities. Reported directly to Chief Executive Officer.