Reporting to Business Unit General Manager, responsable for corporate and in market marketing strategies for the Spanish and international markets to push growth and development for the Water Business. Management of 10MM marketing budget and leading a team of 8 people. Create and develop the marketing plan for the Business Unit with special focus in Solan de Cabras. Review and re-visit brand positioning, define brand purpose. Re-adjust brand activities and communication strategies. Accomplish the first year +13% net sales growth, and year after year leadership in brand preference and growth in net sales and profits.Support international business comercial team, reaching 35 different countries, achieving excellent results in core markets (Japan), leading the entry in USA and China. Develop new initiative to accelerate sustainability commitments, push eco design improvements and create new alternatives to reduce use of plastics. Design a new strategic plan for 2018-20 with a specific vision to speed up business turn over and expand portafolio. Focusing in reinforcing innovation entering into new segments based in consumer trends. Launch the company first range of Natural Functional Drinks.

Reporting to the Business Unit GM, responsible for the marketing strategy to boost profitable growth internationally. Accountable for 36MM€ net sales, supported with 6MM€ A&P budget, and direct and per country distributors marketing teams management. Develop reposition strategy for top premium brands Montecillo Rioja wine and Carlos I Brandy.Plans implementation per market in collaboration with Sales Director and per country distributor´s managers.Doubled Carlos I turnover in 5 years.Lead brand activation plans in grocery, specialized and on-trade channels in core markets: Germany, Nordics, UK, Holland, Italy, Mexico, USA, Canada, Philippines and China.Design and launch innovative products and brands adapted to local specificities and channel needs to benefit from growth opportunities. Achieved additional 10% of Veterano sales (Osborne largest brand) with Veterano Reserve launch, in 2 years.Direct responsibility for the wine business in the US market, working with the second largest US winery including the launch of a joint-venture wine brand. Design and put into practice the kick off plans to enter the Chinese market. Reached the international delivery of 18% net sales and 23% EBITDA of the total division.Special Project - New Business Development. Madrid (2010-2011) Led and managed, reporting to Corporate Communication and New Business Director, a new business plan to broaden the Toro de Osborne iconic brand. Deal and managed license agreements to extend brand presence in 30 product categories (watches, souvenirs, cloths, stationery, accessories, etc.). Prepared design manual and guidelines for licensed products. Designed, developed and implemented the TORO STORE concept, both e-commerce platform and franchise retail stores. Created assortment, price and stock policy, store lay out and coordinated technical support tools to manage business control. Opened 2 retail premier franchised stores and the on line store in B2B partnership model.

Responsible for pushing the brands equity (Prescription Diet in Mobility and Dermatology care categories), catalyze change and implement new strategic positioning of European 40MM€ business in the professional channel reporting directly to the EMEA VP & Marketing Directors. Set brand priorities and goals, developed activity plans and defined investments guidelines to reach targets per market. Led local implementation across Europe supporting local country marketing directors. Relaunched Mobility range, created new communication and promotional campaigns, digital plan and activities, sales support tools and RRPP guidelines.Achieved +55% net sales growth and strategic brand purposes in vets preference and strong consumer emotional involvement.

Management team member, reporting to General Manager with responsibility for the Pet Food business (Prescription Diet and Science Plan) of 25MM€ net sales and 3MM€ budget. Led and managed the business transformation from exclusively specialized channel (vet clinics) marketing approach to the inclusion of consumer driven marketing initiatives. Created and implemented new marketing plans maximizing growth dynamics thanks to linked activities promoting channel, clients and consumer benefits. Settled and coached new marketing team, defined roles, responsibilities and marketing competences. Renewed organization ways of working and team cooperation between marketing and sales. Achieved 8% incremental growth rate. Co-led, at European level, the innovation product plan for a new category -Healthy Snacks & Treats- in coordination with the global USA team. Designed product range, packs pricing and brand essence.

Accountable for developing and implementing strategic business plans for Snacks and Pet Care. Member of Management Team, reporting to the General Manager with direct responsibility over 95MM€ business turnover (Pet Food: Pedigree & Whiskas, and Snacks: M&M´s, Mars, Twix, etc,..), 9MM€ marketing budget and a multi country based team of 17 people. Led the snack food division strategic turnaround, redefining priorities and investments, changed focus towards light and sharing brands portfolio and defined new sales and marketing plans for grocery and impulse distribution channels. Achieved double digit growth yearly and delivered a profitable P&L ever in the Spanish chocolate unit. Led the South European innovation team, reporting directly to the European VP. Developed concept, product, brand naming and image, packs, positioning and support plan. Successfully launched Mars biscuits in 6 markets to achieve 100MM€ sales the first year.

Implemented a major change in Mars business route to market model, from distributors to direct Key Account management in the Spanish Islands. Achieved a successful and smooth sales re-organization after recruitment of the needed new sales force, with improved client service, management and profitability. Accountable to manage the Ice Cream division P&L, including range management, new product development, distributor negotiations, pricing, operational costs and promotional activities. Duplicated ice cream sales to above 20MM€.

Designed and implemented assortment and category management principles per channel (grocery, pet food specialized and impulse convenience stores). Promoted sales new strategy with tools and incentive plans developed for the sales teams.

Pet Care brands: Whiskas & Developed and managed brand plans and marketing toolkits: advertising, PR, events (Barcelona Olympics), promotions and sampling. Achieved above 50% market share and high penetration.

Built and managed research plans for Pet Care (Whiskas, Pedigree) and Snacks (Twix, Mars, M&M´s).

Tobacco: Winston & Camel. Researched consumer insights, usage & attitudes, product innovation and communication campaigns.

Main clients: Kraft J. Suchard, Pepsico, Kas, Marie Brizard, Bel, Cegasa, Ufesa.