Profile
Marketing Professional with 20 years of experience in multinational companies in different sectors (Food, consumer goods and pharmaceutical) and in several countries (Spain, México & Japan). Responsible for development of marketing plans, brand positioning and launch of new products some of them internationally awarded. In the last position, I led the marketing & design department, where innovation was the core of development, which defines myself as a creative, dynamic, with high levels of resourcefulness and results oriented person. My team describes me as a problem solving professional with strong leadership and team-building skills. Languages: English, German and Spanish. (Trilingual)
Professional Experience
Lékué, Barcelona (Multinational company in housewares’ sector)
Marketing & Design Director
2005– 2015
Reporting to the General Manager (Team of 14 employee)
Develop and lead the marketing plan of the brand Lékué and its products
Manage the innovation process of the company, coordinating different departments and external collaborators to assure the constant development and launch of new and innovative products
Create and consolidate Lékué’s Brand
Develop and implement the global communication strategy, including from point of sale, packaging, public relations and digital marketing
Control marketing & design budget
Achievements:
Launch more than 250 products, some awarded with international prizes:
2011 Gold Delta (Spain), Good Design Award (Japan),
2009: Best Hit Items 30 by Nikkei Trendy (Japan), Trends 2009 (Germany)
2007: Madrid Fusión (Spain), Good Design Award (Germany)
Implement Lékué’s innovation DNA
2013: National Design Award / Premio Nacional de Diseño 2013 (Spain), Madridfusión: Lékué’s Trayectory, special mention to Citrus Spray. (Spain)
2011: Design Management Europe Award DME (Best Management of Design in a Medium
Company 2011), Revolutionary Company from Actualidad Económica (Spain), Eco Life Design (China)
2010: CECOT Award for the Most International Company, Innovation Prize from the Barcelona
Chamber of Commerce, Innovative Design Award from the School of Design ESDI in the area of innovative companies (Spain)
Sales increase from 8M€ in 2006 to 21M€ in 2014
Conceptualization, creation and international positioning of the brand reaching more than 40 countries
Communications Director
Define & lead the communication plan for the brand Lékué worldwide
Position the brand in the international scene by strengthening the link between Lékué and users.
Lead the global strategy to be implemented in the subsidiaries ( France, UK, USA)
Develop and lead the public relations, social media and influencers plan with the agencies and coordinate the subsidiaries in the adaption and implementation of the plans
Manage the worldwide corporate image, following the Communications Style Manual
Manage and control the communications budget
Achievements:
Prize “The Discovers Maison & Objet 2015” for image, presentation, innovative products and booth in M&O show in Paris January 2015.
Implementation of the Social Media and PR in the world, achieving 80,000 fans in FB global page.
Philips, México
Marketing Manager
2004– 2005
Reporting to the Marketing Director (Team of 4 employee)
Responsible of the Domestic Appliances and Personal Care division (DAP)
Develop annual marketing plan and launch of new products according to global plans
Manage and implement promotional plans for different channels
Establish strategic alliances to increase competitiveness
Achievements:
Maintain a profitable business with 4% profit
Annual sales of US$23 million
Product Brand Manager 2000 –2003
Wyeth Pharmaceuticals, Mexico
Reporting to the Marketing Director, contributed directly to the growth of the Nutritional Business.
Develop annual marketing plan and recommend launches of new products, and coordinate the
efforts of all departments involved.
Define communication strategies, develop concepts, and responsible for the coordination with the
advertising agency on campaign strategy.
Implement Key Opinion Leader Program and a CRM Program.
Evaluate opportunities for growth through sales and market analyses (Nielsen, PMM)
Achievements
Contributed to the annual sales amounted US$20 million, achieving an overall sales increase of
27% of the budget.
Increased market share from 34% to 40%.
Overseas Technical Trainee 1999 –2000
Okuwa Chainstore Inc.
Fellowship from Wakayama, Japan to complete degree requirements as Overseas Technical Trainee in
the commercial and promotion departments.
Campbell’s Soup, México
Brand Manager
1998 – 1999
Reporting to the Marketing Director, contributed directly to the growth and production of the soups and creams line.
Develop and recommend launches of new products channels and extend existing lines, open new channels and implement promotional plans
Evaluate growth opportunities through sales, price, and market analyses (Nielsen)
Analyze the competition and propose strategies to counteract them.
Evenflo, Mexico
Jr. Brand Manager
1996 – 1997
Reporting to the Marketing Director, responsible for the growth in the Formula Division.
Propose, develop and launch new products & License such as Disney
Participate in the development of product concepts & positioning
Lead and coordinate promotional events in hospitals with Procter and Gamble.
Education & Qualifications
Master of Business Administration – Specialization in Strategic Management 2004
ITESM, Mexico City
Exchange Term: Sauder School of Business, University of British Columbia, Vancouver, BC
Bachelor of Marketing 1992 – 1995
ITESM, Mexico City, Honours GPA – 94%
Exchange Term: Hogeschool Voor Economische Studies, Amsterdam, The Netherlands
Business Management Diploma 1991
Underwood College, Bournemouth, England
Complementary Education
Communication 2.0: how to make public relations in social Oct 2014
Introduction to advertising in social media Oct 2014
Design your social media strategy from “like” to conversion Nov 2014
Design Thinking 2010
Languages
English German Spanish (trilingual)
