Santiago Busconi Rus Email & Phone Number

Argentina

Buenos Aires Province, Argentina

Responsible to lead the Initiative Product in SOLA, embracing our Cultural Velocity thinking at the heart of our #1 client business/planning process.Work with top management & senior marketing teams to drive competitive advantage in our brand’s strategic thinking/communication planning models to stand out in culture and move our business forward. Lead multi-functional teams to drive integrated communication solutions, helping to build new marketing/communication capabilities.

Deliver category-level and brand franchise portfolio management analyses and recommendations with truly regional/cross category learning generation frame. Turn knowledge into action to feed brand’s strategic planning.1) Lead the strategic planning team in the development of brand’s communication plan choices, defining the strategic role of each communication contact grounded on business and consumer insights throughout consumers’ path-to-purchase.2) Ensure the team delivers sound… Show more Deliver category-level and brand franchise portfolio management analyses and recommendations with truly regional/cross category learning generation frame. Turn knowledge into action to feed brand’s strategic planning.1) Lead the strategic planning team in the development of brand’s communication plan choices, defining the strategic role of each communication contact grounded on business and consumer insights throughout consumers’ path-to-purchase.2) Ensure the team delivers sound strategic media/communication recommendations based on a clear understanding of brand objectives / challenges.3) Identify vehicles platforms and vehicles mixes that achieves effectively and efficiently brand communication objectives. Help to build specific knowledge programs to measure ROI.4) Provide immediate assessment on the performance of brand communication strategies and key competitors, in a way that P&G can generate actions towards any under-performance, outspending or threat detected.5) Identify process improvements and best practices to ensure consistency, flexibility and efficiency, resulting in more integrated and end-to-end communication solutions that meet or exceed Brand expectations. Work in-conjunction with multi-functional teams (internal and external P&G players) by providing a shared “common approach” to ensure a synergetic and holistic communication plan across every single touchpoint.6) Lead / Co-Lead consumer understanding (qualitative and quantitative techniques) to uncover receptivity insights to indentify business opportunities.7) Coach / Train team members and external partners on Communication Planning / Integrated Marketing Design. Show less

Developed Brand’s Communication Plan Choices and Annual Media Strategies for Pantene, Clairol Hair Color, Camay, Beauty PCC, Downy and Bold.Co-Led Consumer Understanding (Qualitative / Quantitative) to uncover meaningful receptivity insights to find out business opportunities.Conducted Brand Communication Reviews and Competitive Intelligence report to assess the performance of each brand initiative in a way to generate learning points / actions to improve each brand strategies.

Provided support to a Brand Communication Manager to develop Brands’ Communication Objectives and Strategies for Beauty Care.Issued regional media brief to the local P&G Media Managers and local agency managers. Tracked in-market plans and competitive reactions. Developed initiative close-out reports.