Alvaro Baldoceda Email & Phone Number

Chicago, IL, US

Global New Business Models

Chicago, IL, US

1. New Taste Elevation Platforms Discovery 2. HEINZ REMIX Business Model Development and launch

Toronto, Ontario, CA

• In charge of Product Marketing, Customer Development (Sales), Commercial Research, Partnerships & Customer Service. Lead team of 19 people. Responsible for $27M, 97% of CPA Canada commercial revenue. Charted.
• Turned around declining trend to +4% by: (1) Creating a new communication and portfolio strategy with defined product roles; (2) Creating brand guidelines for consistent product identity; (3) Implementing a.
• Drove record sales in Conference attendances (+150%) while exceeding overall portfolio margins by 50% by formulating a new insight driven Marketing strategy that redefined Marketing goals, people’s roles, and company.
• Led growth of partnership business by +18% by creating a new segmentation-based strategy and overhauling Marketing plans.
• Transformed the commercial planning cycle to be founded on research-based information to guide all commercial initiatives.
• Re-defined consumer research practices to focus on the proactive exploration of new trends, discovery of unmet consumer needs, and the development of scorecards to track the performance of brand and business KPI’s.

Bellshill, Lanarkshire, GB

• UK based company. In charge of North American Whiskies, 45% of WG&S business in Canada. Lead Gibson’s Finest Canadian Whisky for Canada, US, and international markets. Full P&L accountability. Responsibilities included.
• Led revenue growth of 11% and market share growth to 9.5pts, both records, which turned around top and bottom-line declining trends by formulating a new insight driven brand strategy for Gibson’s Finest Canadian Whisky.
• Increased NSV/9Ls by 18% over 4 years by successfully developing and leading the implementation of a new pricing strategy. Market price sensitivity analysis, gross margin needs and identifying brand investment needs.
• Created a new brand positioning, brand identity and brand story for Gibson’s Finest, including brand book and brand guidelines, that strengthened the brand’s emotional connection with consumers working with multiple.
• Built a 3-year product pipeline via development of a white space innovation mapping, concept creation, research, testing, and development by leading cross functional teams from WG&S and Pernod Ricard (owners of.
• Created and rolled out of (1) a new insight driven brand message and $3MM media campaign - including the Canadian development of 4 TVC’s and online videos; (2) new portfolio packaging - new bottles and labels -.

Pembroke, BM

• US headquartered company. In charge of Bacardi Rums portfolio, 35% of Bacardi Canada’s business. In charge of leading the brand Strategy and Long-Term Plan, Communication Plan, New Product Development, Budget.
• Turned around a 5-year sales decline to +4% by leading the development of a Canadian owned marketing strategy, re-defining the brand positioning, creating new brand claims, filling up portfolio gaps, and championing a.
• Increased the trademark unaided awareness by 15% via the development of a Bacardi Rums integrated communication plan consisting of a new TV spot, Canadian produced TV tags, on-premise events, in-store activities and.
• Recommended, developed the plan, and created a 3-yr communication strategy. Cnd. owned TV commercial was created.
• Grew sales by 5% by leading the development and launch of 6 products, 3 Canadian exclusive & 3 adapted products, exercising strong leadership of global cross functional teams to meet Sales and Financials KPI’s.
• Captured the #2 biggest brand position in the Spiced Rum category within two years with the adaptation and launch of Bacardi Oakheart Spiced Rum in 2011, the most meaningful Bacardi rum launch in 20 years.

Toronto, Ontario, CA

• Canadian based Company. In charge of leading Wonder Bread Strategy, Comm. Plan, New Product Development, Budget Management.
• Transformed the Wonder bread brand turning around sales declines to grow un-promoted volume by +20% by leading the creation of a new Wonder Brand strategy that redefined its brand promise based on identified consumer.
• Achieved IPSOS 2nd highest ever score in N.A. of a new TVC as part of the launch of a new Marketing campaign including a new website, new packaging to better communicate Wonder’s nutritional benefits, and a new.
• Led the innovation agenda to drive business incrementality of +8% by developing and successfully launching 2 products, as well as reformulating other 5 skus (50% of Weston Bakeries business) to satisfy consumers’ new.

Slough, Berkshire, GB

• UK based company. Full P&L accountability as well as Communication Plan, New Product Development and Budget Management.
• Grew Clearasil +28% and Strepsils by +34% by unlocking consumer insights to redefine Positioning statements, Consumer Targeting and Messaging, while executing Integrated Marketing plans - Advertising, PR and.
• Developed strategy for Strepsils to double $ volume in 5 years to become category leaders by displaying strategic thinking and analytical skills to evaluate Consumer U&A studies, market trends, SWOT assessment and P&L.
• Identified and led brand opportunities to successfully launch 9 new products on time by utilizing honed project management skills and strong leadership on international cross functional teams to adapt and meet Canada’s.

Minneapolis, Minnesota, US

• US based Company. Manged Fruit By The Foot, Gushers, Betty Crocker snacks, Lucky Charms, Golden Graham, Cinn. Toast Crunch, Nesquick Cereal, Adult Cereals Innovation and Fruit Snacks Innovation.
• Set up the foundation of the new Adult Health Innovation product pipeline by identifying category white spaces to create an Adult Cereal Opportunity Map that allowed the brand to identify the growing consumer trend.
• Successfully set up the long-term Innovation Strategy for the Child Snacks Business by leading Idea Concept generation sessions; developing and screening Product Concepts; and developing and evaluating new brand names.
• Successfully developed from scratch 3 new fruit snacks licensed products to bring a 15% growth to the business, after winning a successful 4-year partnership with Nickelodeon and developing a comprehensive marketing.
• Successfully developed from scratch and launched (1) the first Canadian Kid Snack increasing sales by 7%; (2) market #1 turner Spider-Man Fruit Shapes for both US and Canada.

London, ON, CA

Mba, Marketing/Marketing Management, General

Bachelor Of Business Administration - Bba, Marketing