Carlos Troconis Email & Phone Number

New York City Metropolitan Area

New York, United States

Philadelphia, Pennsylvania, United States

- Developed a data-driven strategy that helped Cargill to regain growth by creating a customer segmentation that prioritized resources and translated the strategy into actionable JBP resulting in +12% in revenue and +2 pp share of market gain- Designed a commercial plan for a new juice product “Artesano” for Central America oriented to gain market share.

Mexico City, Mexico

Responsible of B2B innovation roadmap with a digital approach- Develop a new RTM via B2B App for Spirits companies connecting Wholesalers with retailers- Increase customer distribution using Digital tools - Secured partnerships around the country with a clear segmentation

Mexico City Area, Mexico

• Developed a data driven execution strategy oriented to maximize resources in key subchannels and professionalize On Trade sales routine resulting in a sales increase of +12%, share of market in Chivas Regal (+0.5).
• Led the creation of KPIs dashboard that allowed to excel execution of 18 sales executives and 16 brand ambassadors in the field obtaining a full control of visits and improving +12% sales
• Flawlessly executed brand launches as Absolut Lime and Beefeater Pink generating share increase of +0.5 pts in 1 year and +1.0 pt in 3 months respectively

Mexico City Area, Mexico

- Build a new strategy for brands in the channel especially for Chivas Regal achieving SOM growth- Develop a new brand education strategy executing more than 4.000 brand activations a year

Mexico City Area, Mexico

• Led a team of 2 people directly and 4 indirectly responsible for the 34% of the company’s margin.
• Improved company value generation in 1 M USD by launching 2 new brands in different categories (Tequila Altos & Champagne Mumm) identifying market opportunities & consumer needs surpassing all commercial & financials.
• Increase volume around established brands (Wybo, Beefeater & Jameson) by 12% by resetting the strategy and refocusing the sales team efforts resulting in general MS gain & generating additional 5 M USD for the company.
• Integrate digital marketing to the brand building model of my brands such as media programmatic, CRM, social media and off-on line projects resulting in consumer reach increase of 60% maintaining the same A&P budget.
• Lead a team of directors to develop a plan to communicate efficiently the company strategy to all levels of organization.
• Transform a team with low performance and high turnover into a high engaged team and zero turnover in a period of 1 year.

Mexico

• Created an “Always on” digital consumer program oriented to build awareness using off & on line touchpoints increasing by +100% brand awareness (from 30 to 60 pp) & becoming an global best-in-class practice for the.
• Co-developed a global ATL campaign by integrating local insights with global needs to create stronger platform not only Off Line but also in On line resulting in an improve of brand values: authentic +11 (+80%), for me.
• Develop a 100% On line campaign called "Loud Blue" integrating a Mexican Music Band + Consumers + Ballantine's where people uploaded photos to a website and then the band transformed into a music song (+4.000 photos.
• Launch in Mexico the worldwide electronic music platform "Boiler Room" aiming to rejuvenate the brand and penetrate young mexican consumers resulting in elevating brand values authentic +11 bps (+80%), for me +3 bps.
• Developed my direct team making them the first option for Brand Manager when position arise finally reaching the position.

Reset brand strategy developing a multi-markets plan and interacting with the global team in order to have a global brand strategy. During this position I had the opportunity to:+ Brand compass & strategy reset.+ R energize the brand with the development of a new campaign linked with venezuelan national football team.

• Surpass major competitor Johnnie Walker Black Label in MS reaching #3 by creating a consumer experiences oriented to work in physical & digital touchpoints improving brand image (+younger, +contemporary, +for me).
• Develop a 360° strategy under the insight "Enjoy at Home" called "Chivas House" that was replicated in 11 markets helping to reinforce a differentiate positioning resulting in a equity improve in the consumer.
• Fully exploited marketing actions by integrating on & off line experiences, advertising, PR and POS towards the construction of a stronger brand equity causing awareness (+20%) & consideration (+6%) increasing volume.

• Achieved record Share of Value for Chivas 18 (30%) by developing a new positioning for luxury brands executed by a cinema platform called "La Alfombra Azul" resulting in equity improvements +16% in awareness, +14% in.
• Develop a luxury consumer platform based on Off /On line assets gaining regional Luxury Best Practice Award based on "Every taste a new experience".
• Improved local whiskies profitability in +10% by refining both revenues and costs in a 6 months period.

Create business actions oriented to develop brand basics for Ballantines Finest in the venezuelan market, these actions were directed to introduce the brand to the young consumers (18-24 yo) by owing the university livestyle, build a solid sales distribution among key regions/cities & elaborate finance models to assure brand profitabilityDevelop.

Create differents plans & activities oriented to develop channels of Cheese products (Cheez Whiz, Philadelphia Cheese & Facilistas) & Groceries (Kraft Mayonaise) products working Customer relations & revenue increase programs while dealing with price regulations that harmed company profitability and P&L health.+ Elaborate customer plans directed to improve.

Plan & execute business plans for the West Region (company's #1 profit & volumen region) for 4 different business areas and be in charge of a multidisciplinary team of 12 specialist. These business plans covered several commercial areas: Sales Management (sales forecast & sales administration), Customer relationship (customer programs), sales force and POS.

Develop channels via comprenhesive activities that include all commercial aspects such as Customer relationships (customer promotions & loyalty programs), Sales programs (salesman incentives), revenue generating programs (consumer promotions & SKU segmentation plan) and POS understanding (shopper insights & brand POS execution):+ Create programs that.

Mba, General Management

Activities and Societies: Elected Latin American Association Representative in charge of relaunching the group among the MBA students and.

Master'S Degree, Digital Management, Master In Digital Business

Industrial Engineer, Ingeniería Industrial

Activities and Societies: Student Representative taking charge of all relation between students and faculty participating in the.