Alejandro (Alex) Betancourt Buzás Email & Phone Number

Panama City, Pa

Cincinnati, Ohio, United States

Cincinnati, Ohio, United States

Panamá, Panama

Panama

Panama

Responsible for crafting Media, Direct-to-Consumer, strategies and capabilities to enable execution of Annual Brand Building plans for the Corporate portfolio

Caracas

Core responsibilities:- Managing Strategic long-term vision of a Franchise worth +$800 million in revenue behind translating consumer generated insights into Marketing Initiatives to grow the base;- Design, development and qualification of Marketing initiatives to enhance portfolio value;- Lead Creative Agency partnership in the development of Equity building communication;- Deliver growth sufficiency for the targets of the Franchise, both in short term (-12mo) as well as on a 3-yr basis;- Lead multifunctional team to set strategy and execute towards bringing to life qualified marketing commercial / product interventions to win in the marketplace

Results:- All managed countries indexing double-digit vs YA in volume sales (exc Venezuela due to macro-economic context – 10 volume pts ahead of initial forecast), posting record high shares in Argentina, Chile, Central America (Panama – first ever double digit share country for Ariel in LADMAR); share and volume turnaround in Colombia business after 3 consecutive years of decline;- All managed countries indexing double digit on Revenue and Profit vs YA;- Led acceleration growth plan of HDL platform in total region, indexing 165 vs YA in volume coming from original 120 target before identifying and executing base building marketing plans; - Developed SRM model that led to 4 share points increase in Modern Retail Channel in Colombia behind a lower investment vs the P12M average, setting a new promotional model with higher ROI for the Company.

Results:- More than doubled Franchise´s portfolio value (from $50MM to +$100MM NPV) behind Innovation process to identify and broaden Masterplan from 12mo up to +36mo visibility;- Took Ace Franchise to Market Share Leadership in Mexico (Grew from 18 to 21pts value share) within 24 months of being in the role, while the Brand had only been in the market for 7 years;- Delivered constant double-digit growth in revenue and profit in the Mexican business despite high commodities and aggressive atomized competitive environment;- Developed +60 TV commercials under regional campaign, consistently improving Equity readings throughout the region;- Generated +$100MM incremental revenue for the Franchise behind qualification of consumer-driven innovation to grow the volume base sourcing from competition, delivering constant SOP increases behind outstanding concepts setting new record-high concept qualification score under Absolut initiative;- Led and executed deep consumer immersions in several LA countries to define Consumer model (WHO) and link to business needs and innovation masterplan;- Organizationally, established Business Unit systemic capability building effort, coached and had direct reports (interns) with 100% success rate on subsequent full-time offerings, participated in Regional and Global capability building efforts exporting best practices;

Caracas, Federal District, Venezuela

Results:- Managed intergovernment cooperation in matters of humanitarian repatriations of Hungarian nationals serving time in Venezuelan penitentiary system, through negotiation with Venezuelan Interior Ministry, getting formal authorization to repatriate 60% of Hungarian nationals;- Relaunched Venezuelan-Hungarian Chamber of Commerce, leading to the opening of negotiations to reestablish bilateral trade between Private and Public sector;- Linked Hungarian companies with interest in investing in Venezuela to Government Entities through Business forum, leading to the establishment of a regular cooperation channel between corporations in both countries.

Executive Master In Business Administration

EMBA Candidate 2014

Certificate Digital Marketing, Digital Communication And Media/Multimedia

Master In Commercial Management And Marketing, Marketing, Sales, Logistics, Management, Finance

Spec In International Business, Business, Marketing, Logistics, International Economics

Mass Media Major (Spec. Marketing & Advertising), Marketing, Advertising, Mass Media

Activities and Societies: (i) Harvard National Model United Nations 2005 - Head Delegate - UCAB Delegation; (ii) Harvard National Model.

Exchange Student (Austria)