Alejandro Ferrer Email and Phone Number
Alejandro Ferrer work email
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Alejandro Ferrer personal email
Multicultural marketing executive with over 20 years of experience across five regions, including Latin America, North America, and Africa, as well as in global headquarters, consistently delivering excellent results. Recognized as an outstanding leader of cultural change with a proven track record of forming top-performance, highly motivated teams that achieve top of line results. Rounded marketer, skilled in portfolio and brand strategy; product innovation development; globally impactful content; media, digital and design strategies; agency management, growth strategy, shopper and experience marketing, and frontline market execution.During my career at The Coca-Cola Company, I covered roles across multiple aspects of marketing, from strategy to execution, global to local portfolios, content to media, and innovation to execution, always driving exceptional growth and excelling as a team leader and agent of cultural change.I am a 3-time winner of the Woodruff Cup, the single-highest collective honor given to the most successful business unit of the world within The Coca-Cola Company. I earned this honor by contributing to leadership positions in 3 regions across the globe: Middle East North Africa, Latin Center, and Mexico.As a team leader, my biggest challenge was to turn around the engagement from the team with the lowest engagement in Latin America. I assembled a "bottom-up" team that delivered a "cost neutral" plan that resulted in a shift in the engagement score from 65% to 91%, turning our Marketing team from last to first in Latin America in the aforementioned score.
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Chief Marketing OfficerBeway - The Behavioral Way Nov 2023 - PresentMadrid, Es
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Half Time YearIndependent Jun 2022 - Nov 2023Us- Time to focus on my Family, myself, and relaunch my career- I founded and became a partner in Tradehub, a trading and importer company for marketing and promotional items: https://www.tradehub.mx/ -
Frontline Marketing Senior Director - MexicoThe Coca-Cola Company Jan 2021 - May 2022Atlanta, Ga, UsMarketing head for Mexico. Leader of portfolio strategy, execution, and budget reaching 4% growth in 2021, a record sales year.- Accomplished record milestone of 4 Billion unit cases, contributing with more than half of the revenue for Latin America and winning the Woodruff Cup, the most prestigious internal award for outstanding results.- Successfully deployed a new team after a massive reorganization, delivering on business targets, executing in the market, and developing the first Business Plan under the new organization for 2022. -
Integrated Marketing Communications Sr. Director - Latin CenterThe Coca-Cola Company Jan 2019 - Jan 2021Atlanta, Ga, UsLeader of media, advertising, digital, design, experiential, shopper marketing, and internal culture activities and investments for 31 countries, leading more than ten agencies.- Successfully transformed the function to "Integrated Experiences," including design, shopper, experiential, and sales force plans across 31 countries.- Led COVID-19 recovery marketing plan to reopen neighborhood stores & reestablishing shopping habits. Results: 99% of stores reopening. +3% volume vs. pre-COVID in 3 months. - Turned around culture improving the key motivation metric (Engagement Score) from 65 to 91% by creating a "bottom-up" team with marketing associates that delivered a "cost-neutral" plan, becoming the most engaged team within Latin America.- Reduced average project delivery timing by 50% and decreased the "non-working" budget from 25% to 19% of the total marketing investment, increasing "working" investment in the market.
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Sr. Director Coca-Cola Trademark - Latin CenterThe Coca-Cola Company May 2018 - Jan 2019Atlanta, Ga, UsLeading Coca-Cola Trademark Growth plans, including strategy, market activation, commercial, innovation, and investment for Colombia, Ecuador, Venezuela, Central America, and the Caribbean (31 countries)- I developed an aggressive plan to recruit new consumers, leveraging our FIFA World Cup sponsorship and expanding Coca-Cola No Sugar. - Results: +8% revenue, +2.4pts Value Share vs. Soft Drinks, and +5pts of consumer base across the region. Coca-Cola No Sugar: +30% volume.
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Colombia Portfolio Senior Director - ColombiaThe Coca-Cola Company May 2018 - Jan 2019Atlanta, Ga, UsHead of Marketing for the country, leading plans and execution for the complete Coca-Cola Company portfolio: Coca-Cola, Sprite, Quatro, Fanta, Manantial, Brisa, Fuze, Powerade, Del Valle, and Ades.- Implemented brand plans focusing on a) Coca-Cola, b) water expansion through Brisa and Manantial (premium), and c) returnable packs. - Results: Total portfolio: +2%. a) Coca-Cola TM: +10%, +3 pts value share; 2nd largest consumer base growth. b) Water: +10%. c) Returnable packs: +17%.
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Sparkling Brands Portfolio Director - Latin CenterThe Coca-Cola Company May 2014 - May 2018Atlanta, Ga, UsMarketing strategy and plans leader for the Sparkling Soft Drinks portfolio: Coca-Cola, Sprite, Fanta, and regional brands within 31 countries, including Colombia, Venezuela, Ecuador, Central America, and the Caribbean, an operation of 950+ million Unit Cases.- Winners of the 2015 Woodruff Cup, the most prestigious global internal award in Coca-Cola.- Tripled Coca-Cola No Sugar size in 3 years, from 10 to 29 million Unit Cases; +58% in ‘17, & +30% in ‘18.
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Marketing Director - Morocco And Equatorial AfricaThe Coca-Cola Company Jan 2012 - May 2014Atlanta, Ga, UsMarketing head for an 11-country multi-cultural region in Africa. Leading strategy and plans to grow and develop the portfolio: Coca-Cola, Sprite, Fanta, Cappy, Schweppes, Miami, Aquarius, and Ciel.- Winners of the 2012 Woodruff Cup as MENA. Winners of "Best in Show," overall Global Marketing Excellence Award, and "Best in Class, Juice Category" for our results expanding juice in the region.- Led Juice relaunch: From #3 to #1 in 7 months, growing volume +57% and market share from 17 to 46%.
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Global Brand Director, Coca-Cola - Global HeadquartersThe Coca-Cola Company Jan 2009 - Dec 2011Atlanta, Ga, UsAccountable for developing consumer platforms' vision, strategy, and plans for the world.- Coca-Cola TM growth 2010: +4% sales, the highest in the 21st century.- Led global platforms for Meals (“Better Together”) and Christmas, with more than 90 countries applying it in the most successful year for the brand in the current century.
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Global Marketing Manager, Coca-Cola Innovation - Global HeadquartersThe Coca-Cola Company May 2006 - Dec 2008Atlanta, Ga, UsResponsible for developing breakthrough beverage packaging and equipment innovation for the world.- Led the development of a marketing plan to turn a technology that converts plants into plastic bottles into a consumer-facing packaging environmental solution: Plant Bottle, which rolled out worldwide.- Executed a plan to launch Grip Bottle, an adaptation to the classic Coca-Cola contour bottle for On-the-Go occasions. It launched in more than 20 countries in less than one year.
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Brand Manager, Coca-Cola - MexicoThe Coca-Cola Company Jan 2004 - May 2006Atlanta, Ga, Us
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Assistant Brand Manager, Coca-Cola - MexicoThe Coca-Cola Company Jan 2003 - Dec 2003Atlanta, Ga, Us
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Assistant Brand Manager, Ciel Water - MexicoThe Coca-Cola Company Jan 2002 - Dec 2002Atlanta, Ga, Us
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Operations Representative, Central Region - MexicoThe Coca-Cola Company Jan 1999 - Dec 2001Atlanta, Ga, Us
Alejandro Ferrer Skills
Alejandro Ferrer Education Details
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The London School Of Economics And Political Science (Lse)Msc Behavioral Science -
Tecnológico De Monterrey
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Tecnológico De MonterreyMarketing
Frequently Asked Questions about Alejandro Ferrer
What company does Alejandro Ferrer work for?
Alejandro Ferrer works for Beway - The Behavioral Way
What is Alejandro Ferrer's role at the current company?
Alejandro Ferrer's current role is CMO | Marketing Vice President | London School of Economics |.
What is Alejandro Ferrer's email address?
Alejandro Ferrer's email address is al****@****.ko.com
What schools did Alejandro Ferrer attend?
Alejandro Ferrer attended The London School Of Economics And Political Science (Lse), Tecnológico De Monterrey, Tecnológico De Monterrey.
What skills is Alejandro Ferrer known for?
Alejandro Ferrer has skills like Shopper Marketing, Trade Marketing, Marketing Strategy, Business Strategy, Marketing, Fast Moving Consumer Goods, Brand Management.
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