Alfonso Gomez Email & Phone Number

Guadalajara, Jal., Mx

Guadalajara, Jalisco, Mexico

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Luanda, Angola

-Led the marketing and communications team of the largest Angolan beverage company.-Oversaw P&L management ensuring investment and cost optimization.-Designed portfolio growth strategies and marketing plans through category management across beer, soft drinks, and other beverage lines, using consumer insights, revenue management, pricing, and promo optimization.-Formulated innovation strategy using design thinking and agile methodology, including front-end, idea generation… Show more -Led the marketing and communications team of the largest Angolan beverage company.-Oversaw P&L management ensuring investment and cost optimization.-Designed portfolio growth strategies and marketing plans through category management across beer, soft drinks, and other beverage lines, using consumer insights, revenue management, pricing, and promo optimization.-Formulated innovation strategy using design thinking and agile methodology, including front-end, idea generation, prototypes, and concept-product development, resulting in four new products launched within six months. -Developed, managed, and optimized digital marketing campaigns using analytical tools, social listening, SEO/SEM, and CRM.Achievement highlights:-Awarded the “Campaign of the Year” in 2022 for Nocal’s campaign,“A Cerveja Oficial dos Melhores Momentos da Vida.” Nocal, the country's second largest beer brand, targets Generation Z by capturing their perception of the best moments in life. After a successful brand repositioning and the development of a new visual identity, the breakthrough communication took place in radio, out-of-home, digital, and traditional media spaces. Secured the TV campaign to run for the following two years.-Led the launch of the PEPSICO beverage portfolio resulting market share growth due to community outreach; event planning (100k interactions in a weekend) with 30k consumers; and out-of-home, social media, PR, and TV campaigns. Show less

Milan Area, Italy

◦Led the marketing mix and brand team responsible for Birra Messina, highest growing brand (double digit) both in terms of revenue and market share in the Italian portfolio.◦Defined a 3-year strategic marketing plan: brand strategy, positioning, visual brand identity, breakthrough communication and digital strategy (social, web, SEO, SEM, and influencer plan)..◦Managed P&L and all brand related initiatives throughout the year (A&BTL)◦Designed the sustainability and responsibility… Show more ◦Led the marketing mix and brand team responsible for Birra Messina, highest growing brand (double digit) both in terms of revenue and market share in the Italian portfolio.◦Defined a 3-year strategic marketing plan: brand strategy, positioning, visual brand identity, breakthrough communication and digital strategy (social, web, SEO, SEM, and influencer plan)..◦Managed P&L and all brand related initiatives throughout the year (A&BTL)◦Designed the sustainability and responsibility strategy for the next three years in collaboration with inside and outside stakeholdersMain achievements:◦Double digit growth on brand revenue, shopper penetration and brand power (brand equity measurement) in the past 18 months.◦Most successful beverage innovation by revenue in 2019.◦Awarded ‘Brand of the Year’ by Brand Awards 2020 in the following categories: Retailer and Beer and Spirits. Show less

Milan Area, Italy

◦Led the ‘Craft and Variety’ marketing business unit with a cross functional team of nine people, 56 import brands and 200+ SKUs.◦Established craft beer strategy: local and international brands (such as HIBU and Lagunitas) which led to a double-digit revenue growth year on year.◦Strengthened brand distinctiveness and brand presence for strategic brands, which led to over 30 events per year and multiple trade marketing activations at the point of sale.◦Managed annual budget for both… Show more ◦Led the ‘Craft and Variety’ marketing business unit with a cross functional team of nine people, 56 import brands and 200+ SKUs.◦Established craft beer strategy: local and international brands (such as HIBU and Lagunitas) which led to a double-digit revenue growth year on year.◦Strengthened brand distinctiveness and brand presence for strategic brands, which led to over 30 events per year and multiple trade marketing activations at the point of sale.◦Managed annual budget for both marketing and trade marketing initiatives. ◦Managed the European agile project: ‘Winning with the Draught System: The Blade’. A 33-day end-to-end launch for two new SKUs in pizzerias in Italy. Provided recommendations for scalability in Italy and Europe. Show less

San Francisco Bay Area

◦Conducted market, competitors, and pricing analyses to build the strategy for commercial business development.◦Oversaw end-to-end business development (including portfolio strategy, value chain, and export requirements) allowing the Lagunitas to expand globally in more than 12 countries which accounted for additional 10% of company revenue in 2017.◦Managed the innovation process for international new product development: over 30 SKUs created. The process involved artwork creation… Show more ◦Conducted market, competitors, and pricing analyses to build the strategy for commercial business development.◦Oversaw end-to-end business development (including portfolio strategy, value chain, and export requirements) allowing the Lagunitas to expand globally in more than 12 countries which accounted for additional 10% of company revenue in 2017.◦Managed the innovation process for international new product development: over 30 SKUs created. The process involved artwork creation, product, and packaging development. ◦Ensured product and marketing compliance during six market launches (France, Mexico, Panama, Canada, Denmark, and Italy). Show less

Lille Area, France

◦Managed the Continuous Improvement department with a cross functional team managing over 60 simultaneous projects per year.◦Supported all Total Productive Management (TPM) pillars and prepared a roadmap for “TPM Bronze Certification” which allowed the brewery to become a World Class Brewery Organization (WCBO) in one year.◦Led the WCBO strategic project including comprehensive analyses of productivity opportunities, structure re-design, cultural organizational behaviours, strategic… Show more ◦Managed the Continuous Improvement department with a cross functional team managing over 60 simultaneous projects per year.◦Supported all Total Productive Management (TPM) pillars and prepared a roadmap for “TPM Bronze Certification” which allowed the brewery to become a World Class Brewery Organization (WCBO) in one year.◦Led the WCBO strategic project including comprehensive analyses of productivity opportunities, structure re-design, cultural organizational behaviours, strategic workforce planning, and business case strategy. Show less

Lille Area, France

◦Managed a team of 30 employees: operators, technicians and line managers on six packaging lines across three types of technology: canning, kegging and bottling.◦Responsible for safety, quality and productivity of the largest brewery in France (3-million-hectoliter capacity) in order to ensure on time in full product delivery. ◦Developed a multi skilled team aligned with the Heineken functional competencies. Awarded top performance with the highest operational productivity across all… Show more ◦Managed a team of 30 employees: operators, technicians and line managers on six packaging lines across three types of technology: canning, kegging and bottling.◦Responsible for safety, quality and productivity of the largest brewery in France (3-million-hectoliter capacity) in order to ensure on time in full product delivery. ◦Developed a multi skilled team aligned with the Heineken functional competencies. Awarded top performance with the highest operational productivity across all lines during six consecutive production cycles (six months).◦Applied change management tools to decrease one-way packaging material losses resulting in €400k annual savings. Show less

Saint Petersburg, Russian Federation

◦Redesigned the strategic workforce planning across eight production sites involving 1.2k employees. ◦Developed guidelines for performance management, career succession and personal development rolled out within the supply chain function. ◦Project managed the implementation of mobile devices (iPads) as productivity drivers across eight breweries using change management driving over 300 best practice cases shared between teams.

Kinshasa, The Democratic Republic Of The Congo

◦Implemented ‘Sales and Operations Planning’ programme across six breweries in three months involving sales, logistics and marketing officers.◦Increased sales forecast accuracy from 48% to 78% in six months (€350k of projected savings from overstocks and missed sales).◦Supported marketing events including Champions League Trophy Tour and other Heineken® related events.

Den Bosch, Netherlands

◦Implemented the ‘Minor Stop Reduction’ framework which aimed to reduce losses by empowering operators to autonomously identify and eradicate production losses and which resulted in around €300k annual savings per year.◦Designed and implemented the master plan alongside the finance business partner for CAPEX management.

Master Of Business Administration - Mba

Concentration in Marketing and Strategy which included: Luxury Strategy, Global Strategy, Data Analytics for Management, Creativity.

Master Of Business Administration - Mba || Exchange Programme

Globalizations, Markets & the Changing Economic Landscape (taught by Nobel Prize Winner, Joseph Stiglitz)

Bs, Chemical Engineering And International Management

Economics And Sustainable Development

Quality Engineering, Green Belt Six Sigma Certificate