Group Marketing Manager FMCG/CPG
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Skilled in helping companies design an innovative plan that combines creativity and strategy to highlight brands, integrating the development of storytelling.
Proficient in formulating ideas that catalyze brand growth through a deep understanding of who they need to target to be #1 in the market.
Trained to help businesses succeed, implementing visionary strategies, creating positive change and growth in challenging environments through leadership, teamwork and pragmatic tactics aimed at expansion.
W O R K EX P E R I E N C E
Grupo AlEn | Household cleaning products manufacturer
Group Marketing Manager Home Care. Pinol + Eficaz Brand | Team of 8 people
Monterrey,NuevoLeón,Mexico June 2021- June 2023
In charge of the brand repositioning, based on BrandPower KWPL assets.
Executed a long-term strategy, dividing objectives by extension and attacking different shoppers/moments of use. Identified opportunities that allowed the business unit to be profitable +30% vs AA.
Reversed the slowdown in consumption at Pinol Original post-pandemic andmaintained growth of +3pp pdm value vs. pre-pandemic.
Boosted profitability of the entire business unit +300% vs AA.
Redesigned the entire long-term strategy: Business Case with a high impact on CapEx.
Achievements: Participant in the Sustainability committee of Grupo AlEn "Go beyond": Leader of the “Sustainable Lifestyle” pillar- Objective: Obtain the change of habits of 20 million citizens in the use of water and the recycling of plastic; strategy development toachieve the objective based on 6 key activities, using the company's capabilities | Leader in process and implementation of IBP | Product Continuity Chapter lead: Ensured the purification of the company's inactive portfolio | Development of multifunctional tools within the marketing team: 9 financial quadrants, funnel for the development of the marketing annual plan, and more.
Group Marketing Manager Laundry Category. Ensueño + Pinol Laundry Soap Brand | Team of 6 people 2019- 2021 ▪ Repositioned the Ensueño Brand in the Softeners category, allowing theBrand Power togrow 4 points since it was implemented;
winners of YT Awardsand finalists of several more contests.
▪ Achieved the highest campaign KPIs in the entire company; Association andBreakthrough, the highlights. ▪Developed innovation platforms forthe next 5 years, based on homecare macro trends.
▪ Lead successful launches: Ensueño Natureza Argan, Ensueño Natureza Lichi, Image Redesign of the Max portfolio.
▪ Enhanced profitability ofthe Entry Segment, recovering margins aligned to the category; applied RGM Pricing methodologies. ▪ Relaunched the PinolLaundry Soap category usingPPA; growth of 30% in volume and20% in profitability.
Sr. Brand Manager. Cloralex Brand | Team of 2 people 2017-2019
Launched Cloralex Rendidor Gel, carrying out an investment in CapEx to increase line capacities; objective: Increase category valuation.
▪ Restructured the portfolio, based on PPA methodology (I was the developer of the methodology in the company); focused on increasing velocity and revenue per litre/channel.
▪ Successfully repositioned “Cloralex Green”.
▪ Focused on the southern part of Mexico, the only region that the branddid not have leadership at that time; today, it is the leader by more than 20 points of pdm vs competition.
Quala S.A. | Food and beverage manufacturing Monterrey, NuevoLeón, Mexico Sr. Brand Manager. EGO 2016- 2017
▪ In charge of leading men’s personal category forEgo Brand in Mexico, managing the overall image of the products.
Bimbo S.A. de C.V. | Leader and largest baking company in the world Mexico City | Stateof Mexico, Mexico Brand Manager. Whole Wheat Category Brand 2015- 2016 ▪ Acted as Brand Manager for Whole Wheat Bimbo Sliced Bread category, implementing strategic brand development techniques for a new bread category.
▪ Developed the portfolio with brand cues and positioning; co-created the brand’s manual. ▪ Coordinated strategic retail B2C planning for 2016new bread category.
▪ Spearheaded Bimbo Character global manual and positioning, boosting storytelling and character workshop.
Brand Manager. Sweet Baked Goods 2014- 2015 ▪Responsible for Pinguinos Brand management, ensuring the products keep resonating with customers; in charge of sales forecast plan and brand budget management.
▪ Created the strategic plan development for2014 and 2015; lead the retail strategic development, as well as rentability plan for the whole sweet baked goods category.
▪ Award winning "El Sabor del Año" with Pinguino brand year 2015.
Brand Assistant 2013 ▪ Directed the category strategic plan development for Bimbollos and Medias Noches brandfor 2014 (hamburgers and hotdogsbuns).
Corporativo Bimbo | Bimbo’s Corporate Service Buenos Aires, Argentina Brand Assistant 2011-2013
▪ Steered the strategic brand developing forSouth American brands; innovated with the brand character manual and global strategic positioning throughmarketing techniques.
Licenciatura en Comunicación Social, Universidad Nacional de La Plata 2005-2010
