Mexico Video Resume
Experience
Marketing Director
Omnichannel Digital Food Tech Company, part of JBS, the largest meat processing company (by sales) in the world, producing factory-processed beef, chicken, pork, fish and sea food also selling by-products from the processing of these meats. Turnover $120 million USD.
Marketing Director
Responsible for the brand construction and to develop a comprehensive omnichannel marketing strategy, for both stores and ecommerce. Reporting to the CEO; direct reports 5, indirect 15.
I am member of the Global Brand Governance team (Mexico, Brazil, USA, Canada, China): Omnichannel communication off-line/on-line, store and e-comm design, global packaging transformation, harmonize & build brand O2O experience. Responsible for the development of the brand book and execution guidelines for all countries.
I have created two TV spots, OOH and 360 media planning in order to build brand awareness. Sales have grown by 22%. I lead the marketing team to maximize results. Create materials and programs for visual and concept support to convey to consumers as well as mystery shopper strategies. Responsible for CX (Qualtrics, Salesforce) and the Brand NPS: 83% (YTD 2023).
• e-Commerce: Bounce rate has been reduced by 4pp (72% to 68%), CAC has reduced by 17%, generation of leads has reached 45,000 through social adds (FB, IG, TT, X, YT) and programmatic.
• The customer database has increased in 2023 from 495,000 to 663,000 through marketing programs.
• Opening of 27 stores. New store design for façades and interior, visual merchandising and trade marketing.
Marketing Sub Director Children’s Products
Responsible for all marketing and commercial activities for the diapers premium brands: Huggies Supreme, Huggies Ultra Comfort and Wipes: close follow up to sales & business operations, Gate innovation process, advertising, promotion, POP, merchandising and P&L. Accountable for the digital communication, the new born strategy in hospitals and the Kirkland brand (Costco). Huggies Net Sales $352.6 million USD. Marketing budget of $15.6 million USD. SOM units 20.5%, SOM value 28.1%.
I was on charge of the launch of Huggies All-around, a new “360o diaper” concept, design, packaging, advertising, massive sampling and promotional activity.
Marketing Director
Assessment and launching new business categories as well as new channels (Weight management & nutrition clubs, beauty salons, Spa’s, gym’s). Devised an Innovation Process addressing major strategic platforms identified through consumer insights and ABO’s (Amway business owner). Responsible for all marketing activities, POP, merchandising and P&L for the Company’s brands: Nutrilite, XS Energy Drink, Ertia, Moiskin, LOC. Accountable for the Amway Experience Center (Mexico City, Guadalajara, Monterrey, Tijuana): promotional calendar, visual merchandising, sales, P&L. In charge of the Public Relations and communication strategy for the company. Marketing budget of $7.5 million USD.
• Successful launch of 3 new brands: XS Energy Drink, Ertia (Shampoo and hair care) and Moiskin (Skin care)
• Responsible for launching the Salon program: 7,000 new ABO’s (Amway business owner) were recruited.
Marketing Director
Member of the Innovation Council: a) Explore and evaluate strategic alliances with local companies to focus limited resources to develop and launch relevant innovation, b) Develop alternative options to drive distribution of beverages further through strategic partnership, c) Assessment and launching a market test for a new business category (Arnott’s, Pepperidge Farm). Devised a Gate Innovation Process addressing major strategic platforms identified through consumer insights. Responsible for all marketing activities and P&L for the Company’s brands: Campbell’s Soups, V8, V8 Splash, Prego, Reynolds and Tabasco. Soups net sales have grown 5.0% vs. PY and consumption value growth by 8.0% vs. PY (Nielsen). Broths launch: new packaging, formula, portfolio, merchandising strategy, and a revised marketing plan. Splash net sales have grown 16.5 % vs. PY and V8 by 8.3%. Has been defined the Strategic Positioning and communication strategy for each brand. Marketing budget of US $10 million USD.
Marketing Director
The company sells apparel through more than 1,100 stores in 12 European countries as well as China, Mexico, Brazil and Argentina. Mexico operates 52 stores: Turnover $ 350 million USD.
Marketing Director
Responsible for integrating under Marketing Advertising, Visual Merchandising, Market Research and PR. Accountable for leading the Strategic Positioning of C&A Mexico as well as the construction of the brand equity through 9 TV spots, radio, PR, credit card inserts and direct mail. Developed the Marketing Plan 2007 and a Retail Calendar 2007-2008. Improved the shopping experience through visual merchandising, lay out and POS presentation to generate cross marketing and increasing profitability by square foot. Visitors have growth 9% YTD, average ticket has increased from $315 MXP to $520 MXP during promotional periods. TV fares have been reduced 30%. Marketing Budget of $ 9 million USD.
Sales Development Director
Devised and implemented a rack process for Traditional Trade channel to generate forward stocks. Executed a go-to-market pilot for a NCB green cooler project. Driving Modern Trade channel POS dominance through tailor made plans, standardized merchandising within coolers and secondary displays (1,100 additional exhs / 115% vs. PY) in order to build the brand equity of Pepsi’s brands. Responsible for On Premise channel negotiations for KFC, Pizza Hut, Subway, Cinemex.
Trade Marketing Director
The Trade Marketing area has been created under my responsibility. Devised and implemented business strategy for New Business (Quaker Cereals, Tropicana) as well as developing Retail, Supermarket and Wholesale channels through innovative and aggressive Trade Marketing programs in order to deliver consumers a breakthrough shopping experience, boosting demand stimulation as well as building the brand equity of Gamesa-Quaker. Trade Marketing Budget of $ 21 million USD.
Retail channel: A Rack Process was successfully implemented in order to maximize scale, coverage & budget.
Supermarket channel: Driving the Supermarket dominance through tailor made plans, world-class merchandising, secondary displays, sampling programs & trade events; supporting the High-End mix in order to achieve 49.8% SOM $ Biscuit (+2.6pp vs. plan) and 10% profitability. Leading and supporting KAM’s through negotiations. Developing and strengthening the portfolio towards Sam’s, Costco and City Club. I was the project leader for clients such as VIPS, Airlines (Aeromexico, Interjet), UVM & DIF.
