MARKETING VICE PRESEIDENT
Establish the ground basis to build Brand image and Brand Equity for Aquaçai Artesian water (new product original from Panama); Develop and execute World Wide launch plans for the product and the brand. Organize marketing department structure, processes and tools to support World Wide implementation. Establish and control Country Marketing Budgets, and manage relationship with advertising and media agencies.
·Launched product and Brand in Panama and Colombia; Preparing for rollout in Costa Rica and Puerto Rico.
oLaunch strategy based on BTL execution, focused on brand placement at specific brand building events and venues. (Low budget – high exposure).
oDifferent levels of consumer knowledge regarding “Artesian” water, and consumer consumption habits defined different communication messages.
·Development and negotiation of marketing plans and budgets for Panama, Colombia, Costa Rica and Puerto Rico with the local distributors.
·Development of marketing documents and tools such as the basis for the Brand Book standards and guidelines, Channel Marketing Strategies, Launch Plans and Strategies Guide, Sales Training and Support Manual, Marketing Budget Control formats and tools, among others.
·Define and develop communication platforms with relevance for different continents and countries based on their experience and interaction (or lack of it) with rain forest (source of Aquaçai water).