Benito P. A. freelancer experto en Branding, Marketing Online, Estrategia de Marketing

Benito P. A.

The customer is always right

0 / 5

Mexico
Valor hora:

MX$ 50.000,00

Marketing y Ventas

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Sobre mí
Bilingual (Spanish - native / English - Advanced) Head of Marketing with more than 10 years in domestic and international consumer products and services. Broad experience in category management, brand building indicators, marketing business plan (offline and online), trade marketing, retail, traditional and digital media planning, consumer promotions, new products launch, budget management, mass market strategies, competition analysis, price increase and price points strategies, project leadership and product portfolio life cycle management through the main distribution channels: Modern, Traditional and Home Delivery.
Historia laboral
EXECUTIVE SUMMARY

Proven experience in:

Brand building management. Defining brand architecture, USP, functional and emotional benefits, personality and brand identity. Obtaining the lead in market share of plane water single serve from Jan´14 Nielsen measurement.
Lead the development and the brand strategy of the annual Marketing Plan for brands Ciel, Powerade, Del Valle Juices, Nestea, Salón Corona, Yumma Superfoods etc. Getting 90% of effectiveness in the proposed objectives.
Project management. Effective management of various productivity projects for the mentioned brands like: Bank of water, water policy / NCB´s, and project RIBE.
Development of segmented and massive communication campaigns (ATL / BTL / DIGITAL). By making hiring and negotiations with the media agencies for each of the assigned brand campaigns.
Budget control. Effective management of 40 MM MX annual budget.
Trade Marketing strategies applied to different channels (Grocery / Retail / Home Delivery). Obtaining 90% of effectiveness in the Marketing and Sales proposed objectives.
New products launch. Led several new products launches for brands like Ciel, Powerade, Neste, Del Valle Juices, Gladiator, Vitamin Water, Yumma Superfoods, reaching more than 90% of the goals.
Massive promotions development. Create and lead more than 100 massive promotions through different distributions channels, propelling growth of sales and brand indicators.
Development strategies of increased prices and price points per channel. Annual growth of profitability in the portfolio assigned by 10%.
Portfolio architecture development. Detection and capitalization of opportunities for launches of new products through this strategy. Example: CIEL 3 L, Powerade 1 L, Triangle 110 ml Del Valle Juice, Yumma Trial.
Profitability (P & L) and competition analysis (Nielsen and ad-hoc studies). Financial opportunities detection for each of the packages assigned, obtained in 95% of cases, the profitability sought by marketing department.

Ability to multi-task between concurrent assignments prioritizes effectively, visionary, entrepreneurial, work under pressure, analytical capacity, goals measurements, communication skills, decision-making, and adapt quickly to changing priorities, assignments, and roles. Dual citizenship (Mexican - Spanish).

PROFESIONAL EXPERIENCE

YUMMA SUPERFOODS                        2016 – Present
ENTERPRISE LEADER IN THE MANUFACTURE AND DISTRIBUTION OF SUPERFOODS IN MEXICO
HEAD OF MARKETING

Responsible for the Marketing Department structure
Development, implementation and monitoring of the online and offline Marketing Plan
New products launches. Yumma 7 days Trial and relaunch of Cacao Superfood Blend.
Massive promotions for the retail and online channels
Communication and sales strategy for Health Coaches, GYMS, Nutritionist, Universities etc.
Definition of the portfolio structure strategy
Price point strategy by channel
Market research analysis
Prospecting and negotiation with new clients
Negotiation with media agencies
Budget management

SALÓN CORNA – EL BOTELLÓN – ARGENTALIA    RESTAURANTS                        2015 – 2016

HOLDING LEADER IN THE DEVELOPMENT AND OPERATION OF RESTAURANTS WITH MORE THAN 10 BRANCHES AND + 450 EMPLOYEES
MARKETING MANAGER
Create and structured the marketing department within the company based on the marketing and trade marketing requirements of the Group.
Develop the brand strategy of each concept with long-term vision (5 years) through various market and consumer analysis.
Elaborate the annual marketing plan for each brand through the understanding of consumer needs for each target group.
Built the annual schedule for promotions and new products launch according to the temporality of each restaurant concept.
Development and Management of the SEO, SEM and Social Media strategy for each restaurant concept.

CANIBALAZZO RESTAURANT (ENTREPRENEURIAL PROJECT) 2014 - 2015
MEXICAN RESTAURANT KNOWN FOR THEIR COCHINITA PIBIL
FRANCHISEE

Responsible for leading the development and execution of brand strategy.
Development and execution of the Business Plan.
Control and optimization of the project budget in 20% vs. original plan through purchasing strategies and supplier’s negotiations.
Conducted market research in the subsidiary zone, achieving quantify the market potential and risk variables for business.
Design and execution of the annual marketing plan of the subsidiary, announcing the franchise within the area in a month through Digital and POP materials, reaching 85% of the brake even point in that period.
Analyzed and structured pro forma financial statements, reaching improvements in profit margins for certain products and savings in operating cost.
Structured the promotions and new products annual plan according to temporality and potentials customers. The promotions launched so far have achieved incremental volume of + 23% vs.  weekly average sales.
Negotiated trading strategies with different tactical customers in the area in order to potentiate the volume, obtaining 100% success in closing negotiations and increasing the volume of products traded in a 15%.
Designed and implemented subsidiary pricing architecture and portfolio definition, based on  market research and according to a SWOT analysis.
Recruited, trained and hired the human resource force (5 employees), achieving a lower rate of industry turnover by 25% thanks to the implementation of an incentive crew plan tied to productivity, attendance and punctuality.

COCA COLA FEMSA                                2011 – 2014
LARGEST FRNCHISED COMPANY BOTTILING COCA – COLA PRODUCTS IN THE WORLD
BRAND MANAGER PLANE WATER

Lead the development and the brand strategy of the annual water category marketing plan, achieving share of sales leadership in single and multi-serve plane water segment. (Nielsen Jan´14)
Control and optimization of the brand budget, ensuring the implementation and objectives results of each activity committed in the marketing plan.
Planning and execution of the media campaign Ciel “Ponte Vivo” through BTL and radio, reaching 7,7 million people and growing 2 percentage point vs PY in brand indicators.
Lead and create productivity brand plans like water bank, focused in improve sales, coverage and profitability in single serve plane water, accomplishing +24% in sales, +10 p.p. of coverage and + 23% in net incomes.
Relationship and negotiation with trade marketing agencies and suppliers for sampling and activations, obtaining outstanding results in the integral sparkling water plan 2013 and the integral plane water plan “dale la vuelta  2012”.
Design and execution of the price architecture and portfolio definition for the plane water and sparkle water in each distribution channel, optimizing and making profitable each category vs PY.
I have structured, scheduled and monitored all consumer and retail promotions for the plain and sparkle water, surpassing the established objectives in the 80% of the initiatives.
I have proposed, scheduled and monitored all plain and sparkle water launches, surpassing the established objectives in the 85% of the initiatives.
I have released point of purchase materials for each distribution channels that have increased the product rotation in 5% vs PY.
I have analyzed and detonated plane and sparkle water initiatives from Nielsen data, market research, special studies and P&L´s, achieving better results vs PY in sales, coverage and profitability.
Creation of massive events for the category water, accomplishing with the 100% of the objectives established. 

COCA COLA FEMSA                                            2007 – 2011
LARGEST FRNCHISED COMPANY BOTTILING COCA – COLA PRODUCTS IN THE WORLD
SR. BRAND EXECUTIVE NOT CARBONATED BEVERAGES (NCB´S)

Lead the development and the brand strategy of the annual NCB´s marketing plan, achieving double digit volume growth in each segment of the not carbonated beverage brands like: Ciel, Jugos del Valle, Valle Frut, Powerade, Fuze Tea, Gladiator, Vitamin Water and Blak.
Control and optimization of the NCB´s budget, ensuring the implementation and objectives results of each activity committed in the marketing plan.
Lead and create productivity brand plans like Water policy and NCB´s policy, focused in improve sales, coverage and profitability in NCB´s brands, accomplishing double digit volume growth, +5 p.p. of coverage and + 20% in net incomes.
Relationship and negotiation with trade marketing agencies and suppliers for sampling and activations, obtaining outstanding results in the on premise integral Valle Frut plan 2010 and the integral Powerade sweat point 2009.
Design and execution of the price architecture and portfolio definition for the NCB´s brands at the traditional and home delivery distribution channels, optimizing and making more profitable each brand vs PY.
I have structured, scheduled and monitored all consumer and retail promotions for the NCB´s brands, surpassing the established objectives in the 82% of the initiatives.
I have proposed, scheduled and monitored all NCB´s launches, surpassing the established objectives in the 85% of the initiatives.
I have released point of purchase materials for the traditional and home delivery distribution channels that have increased the product rotation in 7% vs PY.
I have analyzed and detonated NCB´s initiatives from Nielsen data, market research, special studies and P&L´s, achieving better results vs PY in sales, coverage and profitability.

TV AZTECA                                        2006 – 2007
SECOND LARGEST TV STATION IN MEXICO
NATIONAL SALES EXECUTIVE

Responsible of developing TV campaigns (product placement) for an important list of clients like: Grupo Bimbo, Cadbury Schweppes, 20th Century Fox and Cadbury Adams.
Negotiation with Media Agencies
Negotiation with top Marketing Directors, 100% of annual sales accomplishment

EDUCATION
IEBS INNOVATION  & ENTREPRENUARSHIP BUSINESS SCHOOL                    ONLINE, ESPAÑA
SEO, SEM and Web Analytic                                                                            2015
IEBS INNOVATION  & ENTREPRENUARSHIP BUSINESS SCHOOL                    ONLINE, ESPAÑA
Social SEO: Design strategy for MKT Online Multichannel                                  2015
ITESM SANTA FE    DISTRITO FEDERAL, MÉXICO
Brand Building Diploma                                                                2011
ITESM SANTA FE    DISTRITO FEDERAL, MÉXICO
MBA- Master in Business Administration / Marketing / Qualified                        2004-2006
IE – Instituto de Empresa                                    MADRID, ESPAÑA
Student exchange during the MBA/ Qualified                                          2005
UNIVERSIDAD IBEROAMERICANA                            DISTRITO FEDERAL, MÉXICO
Bachelor of business administration /Marketing / Qualified                            2004-2006

OTHERS

Professional soccer player at / Cruz Azul Hidalgo (Second Place Nationally) y Necaxa.
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