Master Loyalty Group

Key Account Management:
- Maintain and improve relationships with key clients.
- Identify and resolve specific client issues.
- Ensure the satisfaction and loyalty of key clients.

Development of Analysis and Innovation for Business Growth:
- Conduct market analysis and trend studies to identify growth opportunities.
- Develop and implement innovative strategies to attract new clients and markets.
- Continuously evaluate business performance and adjust strategies as necessary.

Event Design and Management:
- Create and execute corporate events that reinforce the brand and the client program.
- Coordinate with suppliers and internal teams to ensure successful event execution.
- Measure and report the impact and results of each evento.

Design and Management of Comprehensive Loyalty and Incentive Programs:
- Develop loyalty and incentive programs that increase client retention and satisfaction.
- Manage the implementation and monitoring of these programs.
- Analyze the effectiveness of the programs and make adjustments to maximize their impact.

Marketing and Innovation Director

Pluxee

Vision and Strategy: Development of a strategic vision for business lines, with projected double-digit growth from 2023 to 2025.

Product Design and Development: Leadership in product conception and design, roadmap planning, and marketing plan creation.

Market Analysis: Evaluation of Fintech verticals, price redesign through profitability simulations, value proposition segmentation, competitive analysis, collection of commercial feedback, and brand territory definition.

Agile Management: Ongoing collaboration with the technical team in an agile framework to launch new products and improved versions.

Team Leadership: Supervision of 2 direct reports with a brand manager profile.

Marketing Head - Expense Management & Gift

Casaideas

In addition to the responsibilities of the previous role:

E-commerce Strategies and Planning: Focused on information technology, with a special emphasis on enhancing UX and prioritizing the customer experience in the realm of e-commerce.

Holistic Planning: I lead projects centered on SEO, user experience, logistics, customer service, and lead conversion as essential pillars for the business strategy.

E-commerce Achievements: Successful redesign of the investment strategy and UX for the website, resulting in a 60% increase in traffic and a 35% growth in sales, reaching a total of over 12 million pesos (MDP).

Team Reporting and Supervision: I report directly to the unit management and lead a team of 11 professionals specialized in areas such as design, marketing, CRM management, e-commerce, and e-commerce logistics.

Marketing, CRM & E-Commerce Head

Strategic Development and Implementation: In charge of the development and execution of the annual marketing plan, with emphasis on media pillars and various activities.

Special Projects: Active participation in the project and business case for migration to CasaIdeas, achieving business sustainability and guaranteeing annual profitability.

Campaign Management: Leadership in the development of monthly campaigns at points of sale, achieving double-digit monthly growth.

CRM Supervision: Responsible for the management and optimization of the CRM, applying best practices for its proper functioning.

Team Reporting and Management: I report directly to the Business Unit Director and lead a team of 6 professionals in areas such as Design, Marketing, Visual Marketing, Administration, and CRM.

Marketing, Digital & CRM Manager

Sintec Consulting

Business Consulting: Active participation in projects for global clients, including PepsiCo and Coca-Cola.

Focus on Work Cells: Implementation and management of work cells aimed at efficiency and optimization.

Commercial and Care Excellence: I dedicated efforts to raise customer service standards and commercial processes.

Marketing Strategies: Collaboration in the design and execution of marketing strategies to strengthen the brand presence of clients.

Senior Commercial Consultant

Shell

Regional Leadership: At the helm of operations in four countries: Mexico, Guatemala, Honduras, and El Salvador, generating revenues exceeding 50 million dollars.

360° Commercial Strategy: Implementation of a comprehensive commercial strategy with a limited budget, achieving outstanding results in all countries, including special missions in Guatemala.

Portfolio Management: In charge of the complete Shell lubricants portfolio, covering B2C brands such as Helix, Quaker-State, and Pennzoil, and a B2B portfolio with more than 15 brands.

Leadership of Marketing Teams: Leading marketing teams of macro distributors and other stakeholders in Mexico and Central America, applying a consultative approach to solidify Shell's regional strategy.

Planning and Design: Accountable for annual planning and the creation of a five-year roadmap, aligned with LATAM stakeholders and distributors. Oversight ranges from product portfolio to channel strategies, pricing, distribution, RTM, and P&L.

Collaboration with Retail: Joint work with the Retail team to enhance lubricants at Service Stations.

KPIs and Budget Management: Constant monitoring of KPIs with a marketing budget of 5 million dollars, adapting and adjusting strategies as needed.

Local Adaptation: Tasked with adapting global campaigns and brand guidelines to local realities and needs.

Regional Marketing Manager LATAM for Lubricants on FMCG

Bayer

In Charge of Bepanthen: Leadership in managing the leading brand in Dermatology for Skin Regeneration.

Growth and Recognition: Achievement of a 300% increase in sales and a 95% rise in brand recognition after implementing a hybrid strategy.

Hybrid Strategy: Implementation of a combination of prescription medicine (OTX + OTC) and transitioning a medical brand towards consumers.

Comprehensive Brand Management: Oversight of P&L, brand values, product availability, distribution, commercial support, and development of new products with a commercial focus.

Reporting Line: Direct reporting to the Brand Manager of the Group - Dermatology.

Senior Product Brand Manager

In Charge of Vagitrol: Leadership of the leading brand in medical visits (RX) within the division. Success in reversing a 4-year volume loss, achieving single-digit growth, ensuring distribution, medical sampling, specialized media, promotional materials, redesigning materials, and maintaining consistent medical visits.

Launch of Alka-Seltzer (Boost): Design and implementation of the brand extension through a digital strategy that incorporates influencers, YouTube, Google, and other channels.

Support in Tabcin: Collaboration in the management of the Tabcin brand in the Cough & Cold market.

Reporting Line: Direct report to the Group Brand Manager - Gastro & OTX.

Product Brand Manager

With over 15 years of experience in marketing and strategic leadership, my primary focus has been on designing and implementing innovative marketing strategies that drive business transformation. As the head of the marketing department, I have led multifunctional teams in the conceptualization, development, and launch of effective campaigns backed by high-quality data analytics.

I've successfully melded the art of marketing with advanced analytics and data management techniques to achieve superior outcomes, especially in sectors like healthcare, Fintech, and consumer goods. I pioneered the adoption of innovations based on advanced customer analysis and segmentation, delivering solutions that not only meet market demands but also improve the quality of life for consumers.

In my tenure with leading companies like Shell and Bayer, I scaled the effectiveness of our marketing strategies by adopting automation tools and big data analytics. This technological adaptation resulted in significant market share growth and redefined our brand presence in the digital ecosystem.

I'm multilingual and hold an MBA with honors from IPADE, specializing in business and project management. However, my commitment to excellence doesn't stop at my academic credentials or daily responsibilities. I'm constantly looking for ways to raise the standards of quality, ethics, and innovation in the field of marketing, generating a positive impact on the community and stakeholders.

In my free time, I am passionate about exploring diverse cultures and continuing to learn, as I believe that continuous knowledge is crucial for staying ahead in the ever-changing world of marketing. I'm open to professional collaborations and always willing to exchange ideas that could lead to more effective and efficient marketing strategies. For discussing opportunities or simply to connect, feel free to contact me at ricardoheinze@gmail.com or follow me on LinkedIn.

Skills:

Strategic marketing, SWOT analysis, PESTEL analysis.
Advanced CRM management, data mining, predictive analysis.
Marketing automation, big data, agile project management.
Business intelligence, customer service, sales.
Facebook advertising, strategic planning.
Tools like Salesforce, Google Ads.
Graphic Design, social media, new business development.
Public relations, SaaS, digital marketing, event planning.
Lead generation, team building, leadership.
Sales management, online marketing, negotiation, Google Analytics.

Tu equipo solo avanza cuando propone sin miedo a quedar mal.

El liderazgo exige sistemas que protegen la conversación franca.

 Tu papel es bajar la tensión.
 Tu papel es asegurar foco en decisiones y siguiente paso.

 Si abres espacio a ideas sin castigo, sube la cantidad de caminos a probar.
 Y sube la velocidad para encontrar lo que sirve.

 Tu ejecución mejora cuando defines responsable, deadline y una señal de resultado por semana.

 Tu rol como líder es evaluar impacto por semana, no castigar errores aislados.

#Marketing #Liderazgo

Ricardo Heinze

taplio

Ricardo Heinze's Linkedin Analytics

Ricardo Heinze

Performance ScoreRicardo Heinze's LinkedIn Performance

Ricardo Heinze's Best Posts (last 30 days)

Ready to grow your LinkedIn presence?

taplio

.css-6ytdur{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;}Ricardo Heinze's Linkedin Analytics

Ricardo Heinze

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Ricardo Heinze's LinkedIn Performance

Ricardo Heinze's Best Posts .css-1emoo84{font-size:var(--chakra-fontSizes-md);font-weight:400;color:var(--chakra-colors-gray-600);}(last 30 days)

Ready to grow your LinkedIn presence?

Ricardo Heinze's Linkedin Analytics

Performance ScoreRicardo Heinze's LinkedIn Performance

Ricardo Heinze's Best Posts (last 30 days)