Roque R. freelancer experto en Marketing, Estrategia de Marketing, Marcas

Roque R.

Desarrollo de estrategia e implementación de marca

0 / 5

Valor hora:

USD 7,00

Marketing Digital

Habilidades (Máximo: 3)
Sobre mí
Experiencia en el desarrollo de proyectos y marcas como Heineken (Brand Manager), Tecate, Paulaner, Guinness, Nescafé,  y ahora en Dactilar Studio desarrollando proyectos de marketing y trade marketing con un equipo pequeño pero entusiasmado de personas para desarrollar desde concepto hasta implementaciones requeridas por las marcas con las que trabajamos.

English Summary
Internationally oriented marketer with over 14 years of experience building knowledge of the business development as an entire unit through working in administration, sales & distribution, Business Intelligence, marketing department and interdepartmental projects. Brand management and activation experience.

Heineken Brand Management and re-positioning, Brand and Communication Independent Consultancy at Dactilar Studio as a Founder and leading Marketing Projects (from concept to execution).

Brand Identity Development, Brand Review and Strategy Development.

I have worked closely together with local departments in Panama, regional office(NY), global office (AMS), agencies and suppliers from different countries in a Multinational company (Heineken) and Interacting with Diageo as part of Caribbean and Central America business partners (Guinness brand management). From Business Review/Positioning/Strategy definition to Business Plan development and its execution. Brand and Strategy presentations to local (Panama) and regional  (Americas) board members.

I have been part of insight consumer reviews for strategy development for mainstream and premium brands as business units managing supply, P&L, teams, 360 campaigns, including James Bond and UEFA Champions League campaigns and Commercial Excellence programs.

Experience with business Intelligence and involving stakeholders in strategy development and implementation.
Historia laboral
Dactilar Studio – Panama
-    Marketing & Trade Marketing projects development (Marketing Consultancy).
-    Consumer Insights Review.
-    Support to social brand Somos Momentos (Panama).

Heineken - Panama (Cervecerías Barú - Panamá)
2012 - 2015 Heineken Brand Manager - Reporting to Marketing & Trade Director.
-    Brand strategy development for local market working with local management team and regional office (New York).
-    Successful repositioning of the Heineken brand into super premium segment resulting in Double digit volume growth during the first year (despite doubling the sales price).
-    Lead 360 ° Campaign (e.g. UEFA Champions League, James Bond & Thematic Campaigns) Implementations (Channel activation, brand, POS, sales, legal) coordinating with Sales, Trade Marketing department and leading advertising, PR and event agencies (e.g. Publicis, Starcom and local agencies).
-    Planning process and budget management (ATL and BTL).
-    Coordinate product and materials with Supply chain department and purchasing department.
-    Participate in Brand Positioning reviews of company’s mainstream brands (Soberana and Panama beer brand) and agencies pitch/training process.
-    Local Events negotiations and Brand Implementations, e.g., International Film Festival of Panama, Green Festival (Music Event), Macro Fest (design and culture), The day after (the biggest electronic music event in Central America), Panama Jazz Fest, among others.

2011 Special Brands Manager (Guinness, Tecate, Paulaner)  - Heineken Panama
-    Brand development and collaboration with international brand teams from Paulaner (Germany), Tecate (Mexico) and Diageo (Regional Guinness brand team).
-    Lead Responsible Communication Training Program in Marketing Department.
-    Participate in Trade Census process and Channel Strategy implementation team for the brewery (company’s portfolio).
-    Winner of the Central American and Caribbean Award for Guinness Best Market Performance H1.

2009 Business Intelligence Analyst – Heineken Panama
-    Prepare the annual Company´s Commercial Plan and regional reporting.
-    Lead point of sale execution audit agency for measuring strategy implementation quality.
-    Lead Commercial Excellence program and project developments.
-    Marketing Department budget reporting and control.

2008 Commercial Auditor – Heineken Panama
-    Execute the audit (to verify commercial execution at point of sale level) and prepare results for sharing with Marketing/Sales Department.
-    Lead Commercial Execution projects and audit implementation by local research agency.

2007 Sales and Distribution Analyst – Heineken Panama
-    Prepare analysis and projects reporting to Sales and Distribution Director.
-    Participate in sales 3-year plan process.
-    Deliver commercial tools projects with international IT suppliers (Mexico, Argentina).
2003 Accounting Assistant – Heineken Panama

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