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 among middle-class consumers, the proposal included volume projection, customer prioritization and promotion deployment. The plan was built to achieve a 30% market share in 3 yea

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), Absolut Vodka (+0.2), Havana (+1.0) and becoming a profitable channel in 1 year • 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 KPI’s in 6 months period.• 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 group. • 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 +3 (+11%).• 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, 1.000.000 youtube organic views in a month).• 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 (+11%).• 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 percepction (+a brand for be +30%) becoming a global best-practice. o Chivas House include all areas of marketing: a) ATL: Develop customize message to the consumer involving home consumption. b) BTL: Create consumer experiences High Impact “Chivas House” + Frequency “Chivas Home Parties”. c) PR: Integrate "The Perfect Host" becoming leader in PR ROI. d) POS: Develop value-added-pack leveraging the home consumption.• 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 in +8%

• 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 consideration and +8% in Net Sales. ("Alfombra Azul" came to life with Hollywood Super Star and Academy Award Winner.)• 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 Ballantine’s brand in the market redefining a new consumer target, positioning and target areas resulting in +200% in distribution increase, +20% volume increase and double share of market in a 7 months period.In terms of Value segment, I maintained 100 Pipers brand leadership in the segment by executing commercial plans at POS and elevate Passport brand consideration among target consumers.Results:Double Ballantines Finest SOM, Triple WD from 20 pp to 60 pp, Start building a Brand Equity for Ballantines and surpass by 20% sales targets

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 company relations with major KA & wholesalers+ Executing loyalty plans, integrated management & sales execution programsResults:22% sales increase in Cheese category, 4% profits increase in groceries products during a price control regulation, implemented Cheez Whiz brand visibility in more than 140 Wholesalers nationwide

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 exectution programs (shopper insights):+ Identify business opportunities through heavy data and market analysis resulting in the creation of several business projects for the differents brands of the company+ Reinforce national programs exectution and planning in order to achieve brand preference and gain SOM+ Develop team development programs oriented to maximize team effectiveness Results:SOM growth in 2%, sales increase 10% above target & brand preference raise from 60% to 70% across all 4 diferent regions

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 address the loss of value in the Soft Drinks industry after venezuelan national strike resulting in the relaunch of the brand Grapette that not only allow the company to regain its position as leader in the segment but also to attract part of the profit.+ Build a new and different POS visibility program that reshape the way of doing product visibility and was copied by the competitors and other industries companies+ Executed loyalty plans among TOP 500 bakeries that achieved impressive results in terms of sales and SOM+ Helped in the SKU segmentation program by channels/region nationwideResults:Regain company profitability in 10% produce by actions generate from trade mareting department, SOM increase in 6pp after national strike by Grapette launch, SOM raise in 4 pp in the bakery channel and 15% sales increase because loyalty plan application

Mba, General Management

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

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.