Work History

Work History
May 2014 - Present

Senior International Brand Manager - La Paz

STG HQ - Group Marketing
  • Responsible for the machine made cigar brand “La Paz”- Best-selling premium cigar in Europe with 8% volume increase in a segment declining by 4%(2014).
  • Business Management - Strategy development, product development, financial performance, sales performance tracking and portfolio optimization(bottom and top line).
  • Market Analysis - Consumer research in collaboration with the Innovation and Research department and with external agencies.
  • Project Management - Leading NPD projects and resource planning via Microsoft Project Management Tool and workshops facilitation; from idea to go-to market.
  • STG Sales Academy - La Paz fast learning module development for Local Marketing and Sales Reps.
  • ERP System - Supply Chain management and Financial Management.
  • Responsible for part time employee.
Aug 2013 - May 2014

International Brand Manager - La Paz 

STG HQ - Group Marketing

Main focus on portfolio rationalization in collaboration with markets.

  • Managing the phase out of less profitable products.
  • Creation of brand universe
  • Foundation for brand development. 
  • Brand portal  construction and follow up.
  • Go-to-market strategy.
  • Sales material for subsidiaries and business managers.
Apr 2012 - Aug 2013

International Brand Manager

STG HQ - Group Marketing
  • Responsible for the Little Cigar Category - Fastest growing strategic category within STG.
  • Responsible for the most successful product launch within STG - Break Little Cigar.
  • Managing 7 International Brands present in + 20 countries - Captain Black, Break, Note, etc.
  • Category Strategy with focus on portfolio development, pricing strategy and product optimization - lowest variable cost achieved within STG.
  • Brand Strategy - Concept development in collaboration with design agencies, product launch, line extensions, re-designs, financial analysis and brand activation; first launch kit for Sales Units within STG (in collaboration with Trade Marketing).
Jan 2011 - Mar 2012

International Jr. Brand Manager

STG HQ - Group Marketing
  • Portfolio rationalization; market analysis based on Nielsen data; Brand Plan development; performance tracking and brand activation.
Nov 2009 - Jul 2010

Project Coordinator

Sanofi Aventis-Nordic Hub
  • Support the communication platform implemented to run common projects, share best practices and minimize risk of the various life-cycle activities carried out within the different project teams.
  • Support to Nordic Product Managers(Multaq, Lantus and Copaxone).

Apr 2008 - Mar 2010

Sales Manager

  • CRM, Sales leads and PR activities in specialized design magazines.
Apr 2009 - Nov 2009

Marketing Assistant

Sanofi Aventis DK-Hospital Unit ARCHITECTMADE A/S
  • Back up activities in the pre-launch stage of a medicinal product; support in the creation of web-platform for communication with external stakeholders-doctors and nurses organizations, Medicine knowledge sharing webs, etc.


2008 - 2010

M.Sc in International Marketing & Management (Cand. merc.IMM)

Copenhagen Business School

Average Grade 8.8

Master Thesis on inter-subsidiary knowledge transfer in a pharmaceutical MNC: Sanofi Aventis – Nordic Hub                      Grade 10.

2005 - 2006

B.Sc in International Business - Exchange program

Copenhagen Business School
2002 - 2006

B.Sc Business Administration

Faculty of Business Malaga University



Key Skills

Portfolio Management

Marketing Strategy

Project Management

Business Management


Spanish - Native

English - Fluent

Danish - Fluent


Office package, Microsoft AX Dynamics (ERP), COGNOS Business Intelligence, Microsoft Project Management Tool and Photoshop