Objective

Grow professionally; potentiating managerial and marketing skills already developed working in Chile and in Europe in a multi national company as an enabler to reach higher levels of responsibility, challenges in business and people development.

Summary

Commercial Engineer and MBA in Finance and Marketing, with broad experience in Chile and abroad in Commercial, Marketing, Media and Strategy areas leading Businesses, categories and brands from design to implementation. Strong capacity to manage, develop and motivate multidisciplinary professionals, reaching outstanding Business results. Analytic, good negotiator and focused in action and decision making.

Work History

Work History
Jan 2009 - Present

Partner

Value Added Partners

Strategic conslutancy project for multinational companies to improve performance through improvement in strategic choices, process development and accurate tracking of initiatives that will enable business to maximize potential out of new launches and consumer news. Improve initiative management process of strategic company launches, improving success rate and maximizing Business results and expand model to rest of the region upon successful results.

Chilean Golf Federation (Strategic, Organization and Commercial Consultancy)

§Working directly with CEO and Board of Directors in the strategic planning for 2011-2015.

§Definition of Federation’s organizational structure, establishing clear R&R, KPI’s and key processes. Talent assessment.

§Implementation of new structure, focused in resources generation, efficiency and achievement of outstanding results.

Precision Holdings (Commercial Consultancy)+U$100MM Net Sales

§Working directly with company CEO in re-structuring the commercial organization to triple fold company sales. Defining R&R, KPI’s, establishment and review of sales and operations plan, formal training in key market variables analysis and opportunity detection and multifunctional team work implementation to capitalize those opportunities to exceed business and P/L results. Talent calibration based on new employee profile identified and coaching to organization.

§Commercial proposals/initiatives development based on in depth understanding of market and clients needs vs. order takers. Organization alignment towards one common business objective and relevant set of priorities.

§Leadership and coordination of sales force in process of goals and priority setting and business analysis.

ARCOR (Commercial Consultancy)+U$150MM Net Sales

§Working directly with company CEO in Chile and all the functional managers for the re-structuring of the commercial organization of the company, based on the strategic direction defined by CEO and market needs, maximizing business contribution via through understanding of consumers and customers.

§Complete re-definition of Roles & Responsibilities for Sales, Trade Marketing and Marketing areas, potentiating company go-to-market capacity, dramatically accelerating business growth, market share and profitability.In depth work with sales force, developing, executing and following up on sales objectives. Development of tailored costumers plans for top customers, structuring sales visits and focusing on flawless execution of sales fundamentals at the point of sale.

§Establishment of a clear and robust business structure, focused on strong value generation to consumers, customers and stakeholders.Development and flawless execution of Corporate Strategic Plan, generating needed competitive defense plans.

LG Electronics (Strategic, Organization and Commercial Consultancy)+U$350MM Net Sales

§Working directly with company CEO and VP of Sales & Marketing and their commercial team, leading the project definition to develop and implement new commercial process and strategic initiatives management, dramatically improving business results and success rate. Strong focus in commercial area. Process reapplied In Brazil as “best Practice”.

§Direct work with sales organization to develop R&R that ensured accomplishment of sales goals, based on a detailed planning of customer activities, follow up and corrective actions to overcome any deviation. Additional to this, established an analysis culture focusing on key business variables to detect business opportunities and consequent action plan development.

§Dramatic improve in overall LG brand positioning via integral development, from concept generation to local execution, for different business categories, establishing long term competitive advantage in communication with outstanding results according to market research and brand positioning studies. Record share in TV, Mobile and Home Appliances.

§Overall implementation leadership, training and coaching LG commercial organization, developing the capabilities, skills and discipline needed for successful process implementation.This modified the LG way of doing things, generating new organizational capabilities for a renewed go-to-market strategy.

May 2008 - Jan 2009

Marketing Manager

Copesa

COPESA (Santiago, Chile)2008- To present

Marketing Manager La Tercera

nBusiness and brand leadership, owning variables and decisions making related to business strategy, volume, sales, profit, market share, Marketing plans, ROI, communication strategy, brand awareness, forecast, launches, industry analysis, consumer, shopper, CRM, Sponsoring, alliances, subscriptions, subscriptions club, media, agencies (advertising, BTL and media), market research, tailored plans for customers, channels and segments. Responsible for launching club credential/credit card in Chile.

Oct 2005 - Jan 2008

Marketing Director Fine Fragrances Iberia

Procter & Gamble

Procter & Gamble (Madrid, Spain)2005-2008

Marketing Director Fine Fragrances Iberia (Spain and Portugal)

§Business leadership of Luxury business of P&G for Spain and Portugal. Responsible for defining and making decisions related to strategy, volume, sales, sales plans, profit, market share, Marketing plans, ROI, communication strategy, brand awareness, forecast, launches, industry analysis, consumer, shopper, CRM, alliances, agencies (advertising, PR, BTL and media), market research, tailored plans for customers, channels and segments for brands such as Hugo, Boss, Lacoste, Rochas, Escada, Montblanc, Dunhill, Puma, Baldessarini, D&G, Gucci y Valentino. Reported directly to Geneva.

§Commercial organization leadership, re-defining R&R, with strategic focus in customer business development, based on in depth analysis of key business variables and development of tailored plans for top customers, maximizing their support and business sales. Direct work with sales force setting targets/goals, following up and generating action plans to overcome deviations.

§Establishment of business strategy to grow in a mature market with limited resources and increasing competition, which after outstanding results, is adopted as global strategy for the fragrance business. Double digit growth all years.

§Changed rules of the game in the fine fragrance category, developing tailored 360º plans for top customers, maximizing their support for each P&G launch in each consumer segment. This also generates a positive impact in commercial relations with customers, significantly increasing collaboration and in store presence of brands.

§Double digit growth in volume (32%), profit (37%) and market share (33%), reaching market leadership in Spain and Portugal.

Jun 2003 - Sep 2005

Brand Manager Fabric & Home Care Chile

http://www.pg.com

Brand Manager Fabric & Home Care (Santiago, Chile)2003 -2005

nLead business together with multifunctional team responsible for developing business strategy, volume, sales, profit, market share, Marketing plans, ROI, communication strategy, brand awareness, forecast, launches, industry analysis, consumer, shopper, CRM, alliances, agencies (advertising, BTL and media), market research, tailored plans for customers, channels and segments, achieving record high double digit growth in sales, profit and market share as a result of synchronized team effort.

nSuccessful strategy development and action plans to grow in one of the world’s most competitive laundry markets (almost monopolistic), with very limited resources, establishing traditional channel as strategic priority for growth, reaching expansion in sales and distribution despite competitive blockage. As a result share per point of sale increased by 35%, becoming the most important channel for the business.

nDevelop and implemented strategic alliance with 3M to educate consumers about how to dose concentrated dishwasher solution, achieving excellent visibility at point of sale and improving sales.

nLead marketing recruitment for Procter & Gamble Chile.

Oct 2001 - Mar 2003

Brand Manager Hair Care

http://www.pg.com

Brand Manager Personal Care (Santiago, Chile)2001 - 2003

nLead business together with multifunctional team, accountable for 80% of total Chilean subsidiary profit managing Head & Shoulders, Pantene, Secret, Old Spice, Clairol and Herbal Essences and reporting directly to Marketing Director.

nLead and executed Clairol integration process in Chile and responsible for re-launching Herbal Essences in local market, doubling Business and share.

nDouble digit growth in sales, profit and margin improvement growing market share by 12 points.Reaches market Leadership in shampoo category, with H&S as market leader and Pantene in third place.

nConducted price sensitivity analysis to recommend price point strategy improving sales in traditional channel and that afterwards was exported to other categories (diapers). Expanded sales in traditional channel, improving share per point by 15%.

nAdapted regional H&S campaign leveraging local Celebrity maximizing impact and campaign TOM.

Jun 1999 - Sep 2000

Assistant Brand Manager Fabric & Home Care Chile

http://www.pg.com

Assistant Brand Manager Fabric & Home Care (Santiago, Chile)1999 - 2001

nSuccessful entry in laundry category launching Ariel, Bold, Dawn and Ace in a highly competitive marketand strongly dominated by competition behind development and implementation of innovative launch plans with tailored applications for different channels, customers and consumer segments, achieving results that exceeded regional objectives by 25%.

nDeveloped Effie awarded advertising campaign and exported to other geographies with great Business results.

nImplemented successful sampling program that achieved excellent Business results while cutting down costs by 35% and increasing sample trial by 50%.

nDeveloped strategic alliance with Colo-Colo (soccer team) reinforcing brand equity, improving brand image by 25% and base sales by 50%.

Education

Education
Mar 1993 - Dec 1997

Business School

Universidad Gabriela Mistral

Universidad Gabriela Mistral1993-1997

nBusiness School.

nGraduated as best student class of 97.

nScholarship for academic excellence all five years.

nClass assistant and co teacher in Management I & II and Corporate Policy.

Feb 1979 - Dec 1992

Lower - Middle - Upper School

Santiago College

Santiago College1978 - 1992

nPlayed soccer and rugby defending school.

nFounder of SC ex students Rugby Team (Alumni).

Skills

Skills

Corporate Strategy Development

Development of Corporate Strategy for customers as consultancy practice and for business units in P&G.

Innovation

Developed several Commercial Innovation campaigns to leverage Market opportunities without product upgrades, including startegic alliances, and complete concept development.

Distribution Channels

Developed channel as a business strength despite competitive blockage.

Consumer and Shopper expertise

Launching Brands/Products

Experience in more than 50 launches from categories to line extensions. In Fragrance category, highly intensive in launches launched 32 different products (including new category) between 07 and 08.

Tough Competitive Environments

Entered in Laundry Market in Chile completely dominated by one competitor with more than 98% Marrket Share and severe trade blockages preventing brand expansion.  Reached record high share of 18,6% share.

Advertising Campaign Development

Developed Effie award winning campaign that after was exported to other geographies (Europe/Asia) with outstanding business results.

Brand Architecture

For Brands such as Ariel, Ace, Dawn, Head  Shoulders, Pantene, Secret, Old Spice, Herbal Essences, and Fragrances like Hugo, Boss, Dolce & Gabbana, Gucci, Lacoste, Dunhill, Montblanc, Rochas, Valentino.  Newspaper Brand La Tercera, integrally developing brand architecture, equity piramyd and guideline.

Brand Building

Brand Building rockstar ensuring brand consistency along al consumer touch points and delighting them at first, second and third momento of truth.

Brand Management

Brand Management experience built behind nine years working in Marketing function in Procter & Gamble and La Tercera Newspaper,  entering Marketing Hall of Fame.