Carlos Ferro Rocca

Carlos Ferro Rocca

Work experience

Work experience
Feb 2007 - Jul 2011

Head of Marketing BU


                         Consumer Research, Consultancy

General management ofthe Marketing business unit -50% of total company revenue and profit-, leading client relationship at every level. Leadership of a team of 15 professionals and executives in both, qualitative and quantitative sides of the business.Executive committee member;accountable for BU’s P&L

  • Development and execution of strategies aimed to implant a corporate culture aligned with global guidelines, n the context of an integration process of the company with a local one
  • Average conversion of 15 clients new clients per year, and development of marketing, cross-selling and loyalty oriented initiatives, that resulted in an aggregated growth of 45 % in less than 5 years.
  • Recovery and increment up to 4 times of the local business volume of #1 company global client (P&G), generating learning and good practices capitalized and deployed across Latam region.
  • Management of pricing strategy changes that resulted in a profit upturn in excess of 30% sincethe first year in charge of operation.
Mar 2003 - Jun 2006

Head of South Cone Region

The Nielsen Company/BASES

Marketing  & Consumer  Research  Consultancy

focused on  innovation and   NPD

Definition of sales & marketing plans. Support direction and development of a team of 12 direct and indirect reports; accountable for P&L of operation.

  • Generation of sales growths of 70% vs. previous years with less than 20% increment in cost of payroll.
  • Consolidation of a working team with very low levels of motivation, lowering rotation levels to almost zero in less than one year.
  • Development of new external vendors generating cost improvements of 20%.
  • Consolidation of key client relationship, recovering trust and generating commercial bonds that helped to above mentioned volume growth.
Oct 1996 - Jun 2001

Marketing Director - International Markets


Consumer Packaged Goods: Food & Beverages

In charge of strategic planning, positioning,consumer research, marketing & communications development,product launching and leadingthe commercial operation of the company in the international markets. The position reports to the CEOand supervises a team of 10professionals in the marketing & sales areas.

  • Development and approval of a 5-year strategic plan that enabled the opening since start-up level, of full commercial operations in Latam, Europe and the USA.
  • Total and final responsibility for the business result of the most relevant brands of the company in the overseas markets generating 20% increment of company top line in less than 3 years of operation
  • Adaptation of product and brand strategy & positioning, to each target market needs;beingin charge ofapproving the development and executionof communication..Negotiation, management, supervisionand evaluationof all marketing suppliers: advertising, promotion, PR, packaging design and consumer research agencies; being in charge of planning, consolidatingand tracking annual marketingbudgets of over USD 15MM
  • Leadership of the commercial and contractual relationship with distributors and trade partners in each marketof operation, negotiating commercial conditions, fees, and credit levels getting initial distribution levels above 60%. 
Mar 1992 - Sep 1996

New Products Development Manager


Definition, leadership and execution of the new product developmentand innovation strategic plan.

  • Direction of development and launching of a new beverage brand – Pronto Shake- that got a pay pack of the USD 15MM launching investment after only4 months in-market. It turned into the 3rd brand of the company grabbing 15% of sales. Awarded international business recognitions in FIAP, New York Festival, Clio and SIAL.
  • Re-introduction of Bacardi brand in Argentina , achieving a volume increase of 500% in one year. Currently brand sales 20 times more than beforemy performance, and has 70% market share.
  • Implementation ofinnovations developing new product varieties and line extensionsin quite a number of food and beverage product categories,resulting inprofit and business size increases of up to 50%.
  • Generation of all kind of image and communication strategies, being used to handle marketing budgets ranked as the most important of the CPG industry.
Dec 1987 - Feb 1992

Product Manager


Management of marketing and communication for the products/brands in charge

Consumer Packaged Goods: wines,  juices and beers

  • Production of marketing plans and in charge of supervising the achievement of the share and turnover targets; leading the relationship with the sales department towards definition and revision of commercial objectiv
  • Supervision of work and quality delivery ofconsumerresearch external vendors , handling a yearly research budget of up to USD 800
  • Execution of packaging design innovations that generated cost improvements up to 50%
  • Interaction with advertising and promotion agencies, handling and supervising media investment budgets of circa USD 5 MM.





Proven managerial track record sourced in  CPG marketing and new product development environments, further on,  expanded to overall business running at local, regional and global basis. Multi-continent business exposure: CE, ME, US & Latam. Experience developed at both B2C and B2B levels. Direct responsibility generating and operating products, brands and businesses from initial and research & prospecting stages through communication, launch and marketing. Teamwork oriented with strong implementation and follow-up abilities and full understanding of key financial processes: P&L accountability.  Acumen of analytical, strategic, leadership, negotiation and managerial skills & achievements:  a senior performance-oriented manager able to convert an integral vision to business realities. Fluent English and Spanish 


  • Fully bilingual:  English-Spanish
  • Good working knowledge of German, Italian, Portuguese and French



Marketing, Commercial or Export  Director/VP at a medium to big corporate environment, within the CPG/Consumer Retail industries; or a leading position at a  marketing services firm -research, media, advertising, strategy- servicing major CPG companies.