Regional Trade Marketing Manager
Procter & Gamble
§Responsible of two direct reports.
§In charge of the planning and implementation of the category management model, across all countries where brand competes in South America.
§Develop promotional plans per distribution channel for Latin America guaranteeing trade support behind price strategy, profitability and category growth.
§Insure all sales fundamentals are in strategy: share of shelf, share of features, and share of displays across all distribution channels. Identify gaps and opportunities while maximizing return on commercial investment.
§Provides regular tracking on both Pampers and competitors pricing situation. Design plans to achieve competitive positioning in case of gaps against the current price policy.
§Responsible of planning a 36 month regional calendar that synchronizes launch of products aligned with customer requirements. Represent local sales teams within the regional business unit.
§Report to Regional Trade Marketing Director.
§Created a plan to avoid major damage to Brazil business during current economical crisis facing 40% local currency devaluation.
§Played a key role within the team that set Brazil business back to grow its value share after a year of negative trending.
§Exceeded target of retail customers who agreed to apply Pamper’s category management model.
§Designed and executed successfully a plan to recover customer’s support in South American markets.
§Improved company portfolio, reducing 30% of low performing products and creating savings and incrementing cash flow for the company and customers.