Global Marketing Director | Branding, Comms & Portfolio strategy | Expansion & Leadership
AI-made influencers. That was the topic of our discussion with Andres. We chatted about our experiences in the newly created field, and how we could help each other in our corresponding efforts! Andres offered his help through his network in the space. Andres, I really appreciate your help. Thank you. And welcome to GrowthMentor!
As a dynamic and visionary marketing executive, I bring extensive experience in global marketing of consumer goods and services. I have contributed to the success of industry giants such as Mars, Mondelez, and PMI, demonstrating a unique ability to scale and develop brands and teams worldwide. My track record is distinguished by strategic leadership in global initiatives, where I have driven growth by crafting compelling visions and strategies for renowned brands. This is underpinned by my deep understanding of consumer psychology and strong financial and commercial acumen. Leveraging my expertise spanning the full marketing spectrum - from developing global visions to overseeing branding, portfolio management, innovation, advertising, and creative local marketing activation - I excel at translating consumer insights into impactful creative concepts and content. As a true business partner, I have forged long-lasting and successful relationships with internal stakeholders and external agencies, consistently challenging all parties to deliver superior propositions and campaigns. Culturally mindful, I adapt seamlessly to diverse working structures and cultures, fostering a collaborative work environment. My leadership is characterized by setting clear priorities, guiding teams to ensure consistent messaging, design, and values across all channels, and mastering multi-channel campaign management. In addition to my corporate experience, serving on the board of directors of an NGO and supporting multiple startups with their business expansion and strategic approach has enriched my perspective. I am now eager to leverage this wealth of experience to drive transformational growth and innovation for people seeking dynamic and strategic guidance in marketing and leadership. As a visionary leader, I challenge the status quo, drive team excellence, and champion talent acquisition and development. My multilingual proficiency (English, Spanish, French, basic Dutch) fosters global collaboration and cultural bridging. Key Strengths: -Brand strategy -Communications strategy and omnichannel orchestration -Portfolio architecture -Geographical expansion and GTM management -Strategic Leadership development I am excited to share my expertise and guide mentees on their growth journey.
I've spearheaded global branding initiatives for powerhouse brands. I led the relaunch of a top 10 globally recognized brand across 100+ countries. In EU, I created brand frameworks and relaunched 3 leading cookie brands, reinvigorating their identities. Additionally, led a campaign for a renowned whisky brand. My strategic approach combines consumer insights, creative vision, and meticulous execution to breathe new life into brands and captivate audiences worldwide. Marlboro, IQOS, M&Ms, NIVEA.
I excel at providing personalized career guidance that empowers individuals. Through active listening and tailored advice, I've coached diverse professionals for +10 yrs, fostering remarkable growth. My commitment lies in understanding each person's goals, strengths & challenges to offer solid, actionable strategies. Under my guidance, people make well-informed decisions, unlock their potential, and achieve remarkable milestones. My career counsel enables transformations and long-term success.
Designed, implemented, and calibrated regional GTM strategies, expertly navigating both direct salesforce and distributor/retailer models, including e-commerce. Through these GTM implementations, I've seamlessly collaborated with cross-functional teams (Finance, Supply Chain, Sales, and Regional divisions), consistently improving brand presence, visibility, and stronger consumer connections.
Excel at crafting multi-tiered pricing strategies for complex global portfolios. Balancing profitability and competitiveness, I define comprehensive price ladders both regionally and worldwide. Grounded in market/competitive research and cross-functional alignment, my data-driven pricing strategies optimize profit margins and market share gains. From premium luxury to mass mainstream offerings, I use supply/demand dynamics and consumer insights to drive revenue and reinforce brand positioning
I've introduced new categories across 3 continents and positively impacting consumers' lives. In the snack arena, my innovative segment launches have driven category growth and amplified brand recognition. From concept to execution, I combine insights, strategic planning, and seamless implementation to capture attention and forge lasting connections. I navigate complex launches with precision to cultivate consumers' desire and deliver impactful results. IQOS, Palmolive showers and Deos, BelVita
We used Adobe Workfront as one of the main project and resource management tools as we were working under an "Agile" and "Fast Forward" environment and as such, these tools were used to help us stay on track of our people and projects
Finding competitive insights, market and data trends. Used as part of Pricing and GTM analysis to build recommendations and strategies for regional and local projects
Project management & global coordination for multiple projects with countries and agencies. - Project briefs: submission, revision, finalization - Comms flows: agency briefing, comms agency recommendation, markets' feedback - Agency interaction & flows
Creation, development of several email campaigns for +20.000 subscribers with bi-weekly deliveries. Integration with multiple languages and connection between agency(es) + company
Started using Marketo back in 2018 when I built the CRM and Retail departments in the Nordics. Primary purpose was to automate the campaign management and engagement plans we had
When creating the first version of the IQOS website in the Nordics, we ran several A/B testing, keywords and navigation + features. A very easy to use tool and worth the try
Another Project Management tool that was very user friendly and great for mid to large size project based teams. Easy to connect & integrate with other tools and good for performance, progress tracking
Advising and serving as NED of a Spanish animal welfare NGO on commercial strategy, brand positioning and long-term growth. Contributing with strategic and commercial perspective to board-level decisions across advocacy, audience development and stakeholder engagement.
Greenfield commercial mandate at the world's largest B2B events and intelligence company. Built the function, team and growth model. - Led brand positioning, value proposition design and go-to-market for 5 new portfolio segments, from consumer insight through commercialisation, doubling business unit revenue in one year and converting transactional accounts into long-term strategic partnerships. - Increased sales productivity 1.5X by embedding AI across the commercial organisation: prospecting, proposal generation and pipeline analytics.
Led commercial growth mandates for founders and leadership teams across B2B and SaaS sectors, designing go-to-market strategies, building revenue frameworks and driving demand generation through AI-enabled tools and account-based approaches. Worked across multiple markets simultaneously as an embedded senior commercial partner.
Led pan-European expansion, collaborated with cross-functional teams to ensure brand/product strategy compliance with global vision. Managed portfolio, comms, partnerships and P&L. Provided regular management updates to the CMO and C-suite. Aligned distributors plans under global strategies to secure consistency and efficiencies. Achieved significant Market Share gains in Spain, France, Sweden and Finland through marketing campaigns and trade promotions. Created Media, Comms & PR partnerships with Regional Networks and Agencies to enhance brand awareness and consideration, creating significant brand and business growth. Developed ecommerce & market place model for the biggest brand in Spain with increased turnover of +35% in FY23 gaining awareness, word of mouth and direct traffic (SEO, SEM).
Led portfolio, communications and long-term marketing plans for the bakery and Seasonal businesses. Rebuilt equity, brand visibility and innovation strategies for a -5.5.% declining kids brand and turned into a +5% in 2021 while fostering regional internal relationships and winning communication awards (Effie). Launched multi-market digital platform, performing a purposeful and holistic activation (portfolio efficiencies, pack, media, content strategy) driving sales by 1.2% vs. PY while winning communication awards (Effie) Commanded marketing managers and Content team to boost awareness and consumption of bakery portfolio through the development Sustainability campaigns supported with internal communications and shopper initiatives.
Over nearly a decade, I navigated the organization's ranks, cultivating expertise and leadership across global and regional domains. My journey has been marked by a progression of roles of escalating responsibility, culminating in driving transformative strategies for the company's foremost business priority – Reduced Risk products. In my capacity, I undertook dual global roles, orchestrating seamless execution in diverse markets while spearheading the formulation and enactment of a unified global brand strategy. My impact extended to regional realms, where I helmed two pivotal roles charged with propelling the Reduced Risk portfolio's rapid expansion across critical global territories. Key Milestones: -Boosted consumer engagement rates by 20% through a digital and eCommerce ecosystem overhaul. -Launched new device lines, contributing to a +10% revenue increase. -Achieved a sixfold increase in market share performance in the first year through innovative go-to-market strategies. -Recognized for developing a CRM strategy that increased conversions by 55%-65%, setting a Best Practice benchmark. -Orchestrated multi-market alignment, saving $20 million, and initiated a groundbreaking DTC (Direct to Consumer) strategy pilot across EMEA markets. -Revitalized a global power brand, driving 2% sales growth and a 10% equity increase. -Accelerated innovation project launch timelines by 50% while maximizing brand success rates. -Oversaw marketing, communication, and execution plans with a $5 million budget, doubling sales within eight months of launch and expanding into new Latin American markets.
Led brand/product strategy & Innovation. Trransitioned traditional comms into award winning digital and shopper advertising and initiatives. Increased market share and brand equity 30%, and 2X sales by launching first digital communications strategy. Created two sub-lines of personal care and added more than $1 million sales while exporting to other Latin markets including launch of “Music for Your Skin” TV, print and digital campaign initiatives.
Created new and profitable portfolios building on snacking occasions adopted by other geographies.
Managed TV, print, PR, digital advertising and innovation strategies for Eucerin, NIVEA and La Prairie across Latin America
