Barcelona, Catalonia, Spain
With an extensive background in brand, portfolio, and commercial strategy in FMCG industries, I currently serve as the Founding Strategic Advisor at GKP Food Management GmbH i.G. In this role, I focus on foundational strategy, including defining the North Star, articulating vision and mission, and building category creation frameworks to align strategic narratives. My career has spanned diverse leadership roles in marketing and innovation, with a particular focus on category architecture and commercial strategy across Latin America. I am dedicated to supporting the development of scalable, coherent, and executable strategies that align product, brand, and commercial logic, ensuring sustainable growth and market success.
myWalley is building a new category at the intersection of FoodTech, automation, AI, IoT and convenience food: Just-Baked Food for Life in Motion. Our mission is to deliver warm, freshly baked food in under 60 seconds through an intelligent network of autonomous micro-kitchens.
Drive financial results thru investments in real estate developments and rentals, leveraging market opportunities in the State of Florida.
Designed and executed innovation strategy, resulting in driving business growth. Executed various strategies and actions in order to assist the implementation of the category strategy, brand positioning territories & Global projects. Delivered all new brand developments, line extensions and regional packaging developments to accelerate the innovation deployment. Created a sustainable and balanced innovation funnel in order to increase appeal and expand beer category to win in market. Enabled the innovation operating model to deliver against the growth ambition Following are My Selected Contribution: ♦Led outstanding innovation speed to market anticipating the entrance of new competitors in Colombia. ♦Enhanced productivity and reduced cost by driving innovation pipeline development in the region. ♦Co-designed and developed innovation commercialization strategy and framework for ABI. ♦Played an integral role in driving the development and execution of the innovation strategy in the Region. ♦Ensured effectively engagement of regional and local stakeholders in innovation, while directing a set of innovation management routines.
Delivered quantitatively tested winning concept/liquids for regional ‘big bet’ projects. Contributed to SABMiller business revenue through the execution of innovation strategies. Accomplished and exceeded business targets by overseeing regional growth battles innovation pipeline. Created new brands value proposal with a strong commercialisation plan to achieve strategic goals. Following Are MY Selected Contribution: ♦Created and implemented SABMIller LatAm malt business innovation strategy to address consumer trends and market threats, which resulted in enhanced 6% market share in year 1. ♦Designed the innovation value proposition to compete in the non-alcoholic business
Played an instrumental role in creating and expanding brands in order to identify new market opportunities. Held the overall responsibilities for turning quantitative and qualitative data insights into actionable marketing recommendations. Co-designed and developed business and brand strategies based on learnings and consumer trends. Increased brand awareness by creating and implementing the media strategy as well as directing negotiations with key channels. Following are My Selected Contributions: ♦Restructured organization processes to establish a robust innovation pipeline to reach 9% of net revenue by 2016. ♦Played a key role in optimizing Backus DMI in $2MM.
Ensured long term sustainable growth by designing innovation strategy for the business. Directed process of developing capabilities regarding commercial activities. Developed the innovation vision to increase the impact of innovation on the business. Managed business planning process to accomplish market objectives. Following are My Selected Contributions: ♦Enhanced 9% of net revenue of the non-alcoholic business by developing robust innovation pipeline. ♦Ensured long term growth by creating and developing occasion-based strategy.
Turned around execution weakness. Converted an ineffective & inefficient presence at the POS, into the benchmark of POS execution to drive brand communication through strong commercial process, assertive guidelines, and clear communication to the sales force. Increased SKU average per client by 1. Developed and executed customer value propositions per customer segment that also generated an increase of customer satisfaction by 3p.p. Increased modern trade shelf space by 7p.p. Established category management strategy for Supermarkets leveraging store-by-store information and research supplier “know how” . Reduced discounts in more than 10 percent without impacting market share. Deep competitive analysis by city to establish negotiation parameters for the sales force. Increased price compliance visibility. Developed an in house system to obtain pricing for more than 8.000 clients per month in real time that allowed for more accurate and faster decisions in terms of pricing. Increased merchandising service productivity by 5%. Reduced routing transfer times allowing efficiencies in headcount and overhead costs.
Lead Business Plan process for beer category and recommend strategies to capture volume growth opportunities. Provide valuable information for business decision making. New product development planning and execution.
Strengthened Polar Ice brand equity. Co-developed a strong creative platform and unique brand programs driving Polar Ice to become one of the most admired brands in Venezuela (ANDA awards) while consolidating brand leadership with more than 50% market share in the beer industry