Wild Fork México

Omnichannel Marketing, E-commerce Growth, Data-Driven Strategies, Retail Strategy, Brand NPS, Digital Marketing, Budget Management, New Store Openings, Customer Experience (CX), Social Ads & Programmatic Advertising, Traditional Marketing Campaigns, Brand Positioning, Go-to-Market Strategy, Customer Loyalty, Digital Transformation, Operational Scaling, Brand Strategy.

- Led omnichannel strategy and digital acceleration to position Wild Fork as an innovative player in the retail and e-commerce space.
- Enhancing customer experience (CX), refining retail strategy, and driving traffic to stores through effective trade marketing initiatives
- Driving brand NPS improvements by optimizing customer experience (CX) strategies.
- Developed and executed go-to-market strategies for new store formats, driving brand growth and customer loyalty.
- Data-driven strategies to amplify digital marketing impact and drive e-commerce growth.
- Budget Management across Omnichannel Marketing efforts, maximizing ROI.
- Customer-centric retail programs to optimize retail strategy.
- Traditional marketing campaigns, leveraging TV spots, radio ads, and OOH advertising to enhance brand awareness and drive consumer engagement.
- Leveraged social Ads and programmatic advertising to enhance digital marketing campaigns and drive targeted customer acquisition.
- Developed and implemented global brand positioning strategies, ensuring consistent brand identity and messaging across all markets.

Marketing Director

Kimberly-Clark Mexico

Innovation Process, Huggies Product Launch, Market Share Growth, Digital Communication, P&L Management, Innovation, Diapers Brand Strategy, Trade Marketing, Premium Brands, Advertising, Promotional Plan, Pricing Strategy, Profitability Targets, Revenue Optimization, Financial Performance, Hospital Marketing, Category Leadership, Market Differentiation, Innovation Pipeline, Brand Architecture.

- Directed marketing operations for Huggies, aligning brand and revenue growth strategies with financial targets.
- Enhanced communication and optimized P&L management through strategic initiatives, focusing on efficiency.
- Spearheaded innovation pipeline, ensuring consistent market differentiation and value creation.
- Impactful advertising campaigns and strategic promotional Initiatives to elevate premium Huggies brand presence.
- Strategic price list increases and alignment with profitability targets across product/sales channels, driving revenue optimization and financial performance.
- Targeted hospital marketing strategies to attract new consumers and expand brand reach and visibility.
- Managed trade marketing and ensured seamless Huggies product launch execution.
- Leveraged digital communication to deepen brand engagement and foster customer loyalty.

Deputy Marketing Director Children's Products

Amway

Direct Sales, Innovation Process, Sales Growth, New Business Development, Distribution Channels, Retail Management (Amway Stores/Experience Centers), Brand Portfolio Management, Merchandising, P&L Management, ABO Recruitment & Team Leadership, Channel Development, Strategic Execution, Growth Strategy, Consumer Trends Analysis.

- Expanded sales and market penetration through cross-functional innovation and new channel development.
- Strengthening brand portfolio management with a focus on direct sales and retail management (Amway Stores/Experience Centers).
- P&L management and enhancing strategies for advertising, catalog, web, retail  (Amway Stores/Experience Centers).
- Driving new business development and expanding distribution channels.
- Brand portfolio management and optimized direct sales strategies.
- Expanded distribution channels and grew sales through effective ABO (Amway business owner) recruitment strategies.

Campbell Soup Company

Innovation Process, Strategic Alliances, Strategic Platforms, New Category Launch, Brand Positioning, P&L Management, Market Analysis, Consumer Insights, Distribution Strategy, Product Development, Integrated Communication and Advertising Strategy, Trade Marketing.

- New product development through strategic platforms, contributions to the innovation process, and the formation of key strategic alliances.
- Strategic brand positioning and optimized distribution driven by in-depth market analysis.
- Product development supported by in-depth customer and consumer insights.
- New category launch initiatives through the development of consumer insights driven strategies.
- Demonstrated proficiency in conducting comprehensive market analysis and translating consumer Insights into actionable strategies.
- Integrated communication and advertising strategies.
- Driving financial profitability through strategic budget and P&L management.
- Enhanced brand perception through strategic positioning, integrated communication, advertising, and impactful trade marketing initiatives.

Retail Marketing, Visual Merchandising, Market Research, Brand Equity, Promotional Campaigns, Budget Management, Negotiation, Team Leadership, Consumer Insights, Strategic Planning, Traffic to Store, TV Spots & Print Advertising, Fashion Calendar.

- Retail marketing and visual merchandising initiatives, informed by comprehensive market research, driving significant traffic to store.
- Enhanced brand equity through effective promotional campaigns, strategic fashion calendar, and impactful TV spots & print advertising."
-Market research and applied consumer Insights to drive strategic marketing decisions.
- Budget Management and strong negotiation skills to optimize marketing investments.
- Team leadership skills to effectively execute marketing strategies and achieve business goals.
- Strategic planning to drive marketing initiatives and achieve business objectives.
- Drove sales and enhanced customer experience through effective visual merchandising and promotional campaigns.

Head of Marketing

PepsiCo

Traditional Trade Channel Development, Go-to-Market Strategy, Modern Trade Channel POS Dominance, Merchandising, Brand Equity, On Premise Channel Negotiations, Sales Strategy, Team Leadership, Budget Management, Market Analysis.

- A rack process for traditional trade channel development to generate forward stocks.
- Executed a go-to-market strategy pilot for a NCB green cooler project.
- Drove modern trade channel POS dominance through tailor-made plans and standardized merchandising.
- Enhanced brand equity of Pepsi's brands through strategic merchandising and POS dominance.
- On premise channel negotiations for key accounts: KFC, Pizza Hut, Subway, Cinemex.
- Developed and implemented sales strategies to achieve market penetration and growth.
- Market Analysis to identify opportunities and drive strategic decisions.

PBG Sales Development Director

Trade Marketing Programs, Retail Channel Strategy, Supermarket Channel Strategy, Wholesale Channel Strategy, New Business Development, Budget Management, Team Leadership, Negotiation, Market Analysis, Category Management.
- Led the development and implementation of trade marketing programs to drive sales across all channels.
- Developed and executed retail channel strategies to enhance product placement and visibility.
- Tailored specific Supermarket Channel Strategies to maximize sales and market share."
- Designed and implemented effective wholesale channel strategies to expand distribution.
- Identified and developed new business development opportunities to drive growth.
- Budget management and negotiated partnerships to optimize trade marketing investments.
- Team leadership to achieve trade marketing objectives.
- Negotiation skills to secure favorable agreements with key partners.
- Market analysis to guide strategic trade marketing decisions.
- Optimized category management to enhance product performance and sales.

Gamesa-Quaker Trade Marketing Director

Danone

Brand Strategy, Product Launch, P&L Management, Market Research, Advertising Campaigns, Promotional Planning, Team Leadership, Consumer Insights, Category Management, Global Teams Collaboration.

- Developed and executed comprehensive brand strategies for Dan'Up, Licuado, BioCalcio, and Actimel to drive brand growth and market penetration.
- Led successful brand positioning and product launch initiatives for Dan'Up, Licuado, BioCalcio, and Actimel, ensuring effective market entry and adoption.
- P&L and budget management for key product lines, optimizing profitability and resource allocation.
- Conducted thorough market research to identify market trends and consumer preferences.
- Developed and executed impactful advertising campaigns to enhance brand awareness and drive sales.
- Implemented effective promotional planning to maximize sales and market share.
- Provided strong team leadership to achieve marketing objectives and drive team performance.
- Leveraged consumer Insights to drive product development and marketing strategies.
- Category Management to enhance product performance and sales.
- Collaborated with global teams to align marketing strategies and achieve global business objectives.

Marketing Grouper Drinks, Health & New Products

L'Oreal

Personal Care Marketing, Brand Growth, Market Share, Product Launches, Promotional Campaigns, Market Research, Consumer Analysis, Cross-Functional Collaboration, Budget Management, ROI Optimization.

- Specialized in personal care marketing, driving brand growth and market share expansion across a diverse portfolio of brands.
- Led numerous successful product launches and developed impactful promotional campaigns for Elvive, Fructis, L'Oréal Kids, Feria, Studio Line.
- Conducted thorough market research and consumer analysis to drive strategic marketing decisions.
- Budget management and ROI optimization through effective resource allocation across multiple brands.
- Collaborated with cross-functional teams to align marketing strategies and achieve business objectives.
- Increased market share through strategic product launches and promotional activities.
- Conducted detailed consumer analysis to identify trends and opportunities in the personal care market."
- Collaborated with sales and product development teams to ensure successful product launches and marketing campaigns.

Marketing Grouper Hair Care & Fragrances

Marketing leader with 20+ years of experience driving market expansion, brand acceleration, and business transformation. I specialize in omnichannel strategy, trade marketing, innovation, and P&L management, consistently delivering double-digit growth and optimizing performance.

At Wild Fork JBS, Kimberly-Clark, PepsiCo, and Amway, I have led high-impact strategies that increased sales, expanded consumer bases, and strengthened brand positioning. I translate consumer insights into action, driving innovation, digital transformation, and customer experience enhancement.

Passionate about building brands that connect, convert, and grow, turning vision into measurable results.

Taplio

Alfonso Chanona's Linkedin Analytics

Want to drive more opportunities from LinkedIn?

Taplio

.css-1jgreyo{background-image:linear-gradient(284deg, rgba(39,43,72,1) 0%, rgba(33,47,183,1) 100%);color:transparent;-webkit-background-clip:text;background-clip:text;}Alfonso Chanona's Linkedin Analytics

Want to drive more opportunities from LinkedIn?

Alfonso Chanona's Linkedin Analytics