Marketing professional with diverse consumer goods industry experience in three countries seeking a challenging Marketing Director position in a global corporation.
Oct 2005 - Present
Brand Manager - Tide / Downy / Gain / Ace
Have become an expert in the US Hispanic market and consumer, leading our key Fabric & Home Care brands’ strategies, plans, and current business delivery.Led Tide US Hispanic value plans and strong communication plot during a 5% price increase, delivering share growth despite challenging business situation.Drove Downy US Hispanic compaction test market and Suavitel defense plans to reignite the brand’s growth after strong competitive activity.Delivered continuous positive results on Gain, an overdeveloped brand, behind outstanding initiative support and communication strategy, resulting in sales growth of 15% and +2 share points.Turned 60-year old Puerto Rico Ace business around to record results by leveraging innovation and re-vamping the brand’s trade strategies, resulting in Cannes short list advertising and 10% growth in sales and market share.Led the Puerto Rico liquid detergent compaction behind strong consumer and trade plans delivering a successful transition with a 40% return on investment and 10% sales growth.Responsible for US$20 million budget and US$600 million in sales.Experienced manager of others, responsible for the career development and results of direct reports and multi-functional teams, with outstanding feedback with above average scores on an internal management survey.
Oct 2004 - Sep 2005
Brand Manager - Wal-Mart Customer Team
Established Trade Marketing capability in Brazil via first qualified Trade Marketing agency in Latin America which was reapplied across the region. Successfully leveraged P&G’s Purchasing department and global Search & Reapply learnings to implement best practices for the agency’s selection and remuneration model and strategies.Brought Wal-Mart Brazil strategic pillar to life via the devleopment of marketing strategies and key focus areas in addition to close partnership with Wal-Mart’s leadership.Regained growth at the recently acquired Bom-Preço chain behind the launch of winning multi-brand scale programs.Key programs included a new generation Baby Care Center with strong Wal-Mart top management support behind a winning concept, layout and marketing framework which was reapplied globally.Responsible for a US$6 million marketing budget. Results included P&G Wal-Mart sales growth of 15% and trade marketing activities payout of 7:1.
May 2002 - Sep 2004
Assitant Brand Manager - Always / Pantene / Head & Shoulders
Business Review and Marketing Planning ownership; responsible for a US$3 million marketing budget.Developed strong equity building plans, advertising, price strategy, and trade activities.Led multi-functional teams to develop and implement new-to-market initiatives, including line extensions and product upgrades.Launched Always Básico Suave, the first-ever “soft” Always in the world.Key results in Hair Care included 10% sales growth after 3 consecutive years of decline; and work on Always delivered 20% sales growth and +3.5 share points, taking Always from 3rd place to market leadership.
Feb 1999 - Apr 2002
Marketing Analyst - Hair Care
Jan 1997 - Dec 1998
Intern - Market Research
Led key strategic projects in market research, including planning and decision making while working in multi-functional teams.