Chestnut Hill, Massachusetts, United States
Senior Marketing Executive recognized for expertise in strategic planning, product development, trade and brand marketing. Combines sound business judgment and ability to anticipate trends, based on analytics and entrepreneurial approach within dynamic environments. Shapes and leads cross-functional teams prepared for challenges. Successfully navigated highly competitive and regulated markets during volatile environments.
Served as a member of the launch team for GSL America guiding the marketing strategy for Latin America, reporting to the President • Shaped the brand architecture, as well as the strategy for company brands and private label programs. Established a portfolio of brands that addresses different targets and price expectations, such as Lifestyle Solutions, Living+ and Tendenza. • Identified new business opportunities in the Latin American market. Presented business development initiatives, pricing strategies and marketing plans to senior management for approval. • Evaluated retailers in Central and South America to determine relevant categories, portfolio composition of high impact brands, price structures, and trends. • Formulated packaging and display solutions based on consumer information and retail needs for proprietary brands as well as third parties. • Developed Living + television commercials for the Latin American market. • Monitored all projects for adequate use of resources and quality standards’ delivery.
Managed the department budget directing resources on activities that generated volume, increased distribution and brand awareness. Led and coordinated annual strategic marketing plans, aligning each brand with the needs of specific regions and its commercial multi-channel strategy, reporting to the President.
• Spearheaded the Innovation Project that developed new brands, beverages and packaging, as a bank of ready to market concepts. • Redefined the iconic image of the company. • Conceptualized the strategy for the inclusion of non alcoholic brands in the portfolio of Cervecería Regional.
• Generated savings of total approved budget through negotiations with suppliers. • Lead the project that returned non alcoholic beverage production, sales and distribution, and marketing back to the company, which included the reformulation of the entire Brand marketing strategy. • Managed the strategies and action plans of the entire portfolio during the 2005–2007 baseball seasons