Alejandro Chaparro Email & Phone Number

Mexico City

• Generate ideas and innovative approaches creating new long term business opportunities based on market experience and core competences of the organization.• Design business strategic plan, ensuring implementation and ongoing updates. Design strategic plans, connect with clients, create strong brands, define supply, deliver and communicate value, understand marketing activities and performance and creating long term profitable growth.• Create, develop and implement comprehensive language of the brand to define and structure a solid branding strategy to position Cielito Querido Café as a highly differentiated brand, providing positioning schemes and brand presentation.• Coordinate and promote strategy implementation and marketing plan development, including evaluation on results and process control.Main achievements: • Project Leader responsible for design and Cielito Querido Café business model, selecting a team of marketing and interior design agencies, developing a unique experience for consumers with a defined culture, brand identity and promotions training at point of sales; achieving to open 33 stores in three years with operating margins of 20%.• Marketing Plan Development, to define product, price, markets, promotions, digital media, and launching strategies; achieving a 2.8% of the market share in three years.• Creating a predictive real estate model applied to property selection for stores, enabling an efficient process generating an 80% in savings.• Implemented and designed a forecast model, enabling optimal inventory levels, reducing stock and increasing customer intakes by 64%.

Mexico City

Define and establish division objectives in (sell in-sell thru, market share, profitability, brand knowledge and development, inventories and P&L management). Coordinate, develop and implement marketing and sales strategies. Strengthen business relations with clients (Liverpool, Palacio de Hierro and Saks Fifth Avenue). Improving business processes to ensure consumers requirement satisfaction (according to the brands philosophy and positioning). Lead, develop and motivate a team of 90 people.Main achievements:• Project Strategist to refocus the direction of the brand through a Marketing Plan and Public Relations, thus attracting new consumers, increasing Bobbi Brown sales by 10% and Crème de la Mer by 16% in one year.• Improved inventory turnover redefining a more efficient product catalogue oriented to each brand’s development recovering sales by 18 MMXP and reducing back orders by 84% in a 12 month period.• Restructured and increased training programs for POS teams with the objective of increasing philosophy understanding and general brand knowledge, improving personal abilities and developing sales techniques. As a result, the productivity of the team increased by 25% in 6 months.

Mexico City

Define and ensure business objectives (sales, market share, knowledge and brand building) Design, execute and control marketing plans, Administrate and control a 4MMUSD budget. Monitor marketing plans and programs with sales force setting objectives and targets.Main achievements: • Redefining marketing strategies based on market trends and brand strengths. Rethinking target consumers, increasing sales by 11% and recruiting 8,000 new customers in 12 months.• Relaunched the most important treatment product (Advance Night Repair) tripling sales and increasing market share from 8 to 12% in the anti-aging segment in a 6 month period.

Mexico City

Evaluate, plan and execute the launch of new categories of non carbonated beverages .Define and set goals of marketing plans in each channel, administrate and control investments. Main achievements: • Planning, execution and launch for 5 new brands and 14 packaging materials in 15 months, increasing sales by 60% in the carbonated drinks category.• Evaluated, developed and implemented the transition within 6 months from Risco to Ciel brand, increasing sales by 23% in the mineral and purified water categories.

Mexico City

Develop and implement promotion strategies, advertisement campaigns and media use for clients and consumers for Coca Cola brands. Administrate and control annual investments for 82MMUSD.Main achievements: • Planning and Execution of 29 promotions with redemptions surpassing 6%, placing 15 million premiums in 28 months, with a 9.2 MUSD investment.• Improved and optimized negotiations, efficiencies and investment control of assets and publicity media generating 25% of annual savings.

Programa De Alta Dirección De Empresa D1

Licenciado En Administración Y Finanzas.