Haleon

Innovation Manager for OTC, LATAM

Lactalis Group

Marketing Manager (CMO)

Estratek Ventures

• Innovation and New Business Creation and Development
• Plan and Execute digital and data applications
• Design and materialize Startups ideas for Corporations
• Manage and execute marketing strategy and plans.
• Project execution based on Design thinking

Business Development and Innovation

OFFCORSS C.I. HERMECO S.A.

• Definition of the Brand and consumer strategy
    • Innovation and Product launching strategy and Schedule
    • BI
    • CRM data clustering and strategy
    • Leading the Marketing team
    • Partnering with different brands
    • Research and understanding consumers to develop and validate new products

Gerente de Creación y Marca (CMO)

Selectum SAS

Responsible for launching the company, establishing brands’ strategic plans and execution to achieve the organization KPIs of the organization. 

•	Strategy: Responsible for developing and executing the general and Marketing strategy for the company.
•	Marketing: Creation and management of brands (The Whisky Lord, Mercabar, Rekorderlig)
•	Market Analysis in different categories
•	Business Development: Product, service and alliance development plus supplier negotiation.
•	Sales: Sales leader and negotiation with Clients and Suppliers 
•	Digital Marketing (SEO, SEM, Social Media, content management)
•	Data analytics for sales and promotion prediction

Marketing and Strategy Director co-founder

University of Strathclyde

MBA (Strategy, Marketing, and Entrepreneurship)

MBA Full Time

Productos Alimenticios Doria S.A.S.

•	Responsible for developing and executing the brand strategy across all sectors from Premium (Monticello) to Value (Comarrico). 
•	Grew the Comarrico brand to become the second brand in the market from 13% to 16% market share, by the implementation a regional multirole strategy. 
•	Managed a marketing budget of US$ 1.5mm and revenues of US$ 22mm
•	Achieved more than 15% growth in both brands while saving 10% of investment budget.
•	Led the coordinated sales force and  trade marketing team to implement the brand strategy
•	Managed the relationships with different agencies (advertising, social media, trade marketing agencies)
•	Researched consumer habits and likes. This was used as a fundamental base to develop brands and company’s vision. 
•	Evaluated products as a food panellist before launch. 
•	Developed innovation sessions as innovation promoter. This generated new ideas all across the company’s departments.

Brand Manager | Jefe de Marca

•	Analyzed and developed retailer’s category strategy.
•	Database structure and analysis
•	Evaluated assortment and opportunity gaps to improve customer’s profits.
•	Designed an innovative strategy to change the role of the category of one retailer.
•	Promoted, convinced and implemented the strategy with clients.
•	Researched shopper behaviour to build a strategy and introduce these concepts to the brand managers for company’s brand development.
•	Promoted to Brand Manager

Category Manager Leader

Luzca & Punto

-	Grew the customer base to optimize use of the company’s embroidery capacity.
-	Strategic planning including costumer segmentation and support, commercial plan, market focus and competition analysis for the embroidery division.
-	Development of a new brand for the clothing division including the marketing plan, market research and sales strategy.

Marketing and Sales Director

Quala Alimentos

-	Category Planning: optimized stocking & planograms of Quala’s and its customers’ categories.
-	Data Analysis of client's big data
-	Presentations of POS performance to sales representatives.
-	Gave marketing presentations.

Category Manager Analyst

Procter & Gamble

- Developed excellent relations with customers that translated in better sales volume negotiations and improved promotion of new products and brands.
- Trained Procter’s Distributors sales force.
-Improved sales on HFS (High Frequency Store) Channel, ( Distributor & Drug whole sellers).

CBD representative Intern

Innovation , Marketing, BI and Entrepreneurship. I enjoy connecting and creating better businesses and a better world.

Bilingual MBA graduate. Proven track record managing and developing businesses, brands and categories in FMCG companies. Background in Industrial Engineering and specialization in Marketing Management. 


•	Hands-on experience creating and launching new products and markets
•	Technology and Data enthusiast
•	Ability to identify, analyze and solve problems
•	Entrepreneurial with excellent strategy and marketing skills
•	Consumer focused based on market and consumer research
•	Fast learner, curious and innovative



casiado@yahoo.com

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