Efrain Rosario Email and Phone Number
Amsterdam, NH, NL
Efrain Rosario's Location
Amsterdam, North Holland, Netherlands, Netherlands
Efrain Rosario's Contact Details
Efrain Rosario work email
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Efrain Rosario personal email
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Efrain Rosario phone numbers
About Efrain Rosario
An agile, data-savvy global marketer, leading digital transformation for consumer products & retail companies, evolving what we do in marketing, how we do it, and why it gets done, to engage and convert consumers at the moment of choice.I have 20+ years of Fortune 500 and startup experience across the practices of modern marketing - branding/corporate strategy, marketing operations, insights & analytics, creative content creation, and digital / e-commerce.During my career, I've helped launch new companies, secured successful fundraising rounds, created and led marketing campaigns for iconic global brands, and generated over $100mn in growth & productivity in global corporate & dynamic start-up environments including The Coca-Cola Company, Diageo, Accenture, & several successful marketing technology start-ups. I'm a proud immigrant and third culture child - born in Puerto Rico, raised in Europe and the Middle East, educated in the US. I'm fluent in four languages (Spanish, English, Portuguese, French), having lived & worked in 18 countries (so far). I live in Paris with my wife Tina, daughter Mia, and our countless pets, enjoying live music, BBQ, sports, and running anytime, anywhere I get the chance.
Efrain Rosario's Current Company Details
Diageo
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Global Head of Shopper Marketing and Insights
Amsterdam, NH, NL
- Website:
- diageo.com
- Employees:
- 32780
Efrain Rosario Work Experience Details
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Global Head Of Shopper Marketing And InsightsDiageoAmsterdam, Nh, Nl
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Global Head Of Futures & Commerce InsightsDiageo Jan 2022 - PresentLondon, GbLead Global Marketing’s shopper insights function and center of excellence, responsible for building & accelerating omnichannel commercial capabilities across the global Diageo system, driving strategy & insights, data analytics & protocols, and merchandising & creative guidelines for understanding consumers at the moment of choice.- Defined global digital commerce strategy based on market dynamics, consumer attitudes & behaviours, and internal capabilities, working with our global eCommerce center of excellence to test, deploy, and iterate on key learnings.- Created internal connections planning process, applying data & insights to align media/messaging with retail activation strategies that connect consumers with Diageo brands through immersive end-to-end experiences.- Delivered Consumer 2030 scenarios with the global Executive team, establishing preferred futures and roll-out of 4 global strategic pillars across the company.- Built global research & analytics protocol to evaluate impact of economic volatility on consumer sentiment, spending priorities, shopping behaviours, & brand choice across 10+ global markets, sharing implications with CEO and the Executive team monthly and incorporated into the Diageo annual report.- Created sales forecast models based on historical consumption data & foresight macro trends (e.g., sustainability, holistic wellness, metaverse expansion).- Developed global luxury retail activation toolkits for Johnnie Walker Black and The Singleton brands.- Created insights approach and analytics platform from Amazon retail media & sales data to inform annual brand planning and media spend in key markets.
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Fusion PioneerFusion Partnership Lab Jan 2024 - PresentLondon, England, GbFusion by Diageo is a 13-week partnership lab designed to help growth-stage companies unlock their next phase of growth by co-creating digital products alongside Diageo, a global leader in premium drinks.Fusion Pioneers are a curated community of cross-functional Diageo experts, selected to support participants to develop breakthrough ideas. -
Co-Founder & HostThe Fmcg Guys Jan 2022 - PresentParis, FrCreated and launched The FMCG Guys, the leading podcast for Europe FMCG & retail leaders -
Founding MemberThe Digital Shelf Institute Executive Forum Sep 2020 - Jan 2022Boston, Massachusetts, Us -
Adjunct ProfessorIes Abroad Sep 2021 - Dec 2021Chicago, Il, UsCreated and led Introduction to Global Marketing course for undergraduate study abroad students from US universities, providing a comprehensive view of marketing strategy and activation across various fundamental frameworks (STP, 4 Ps, SWOT, PESTLE). -
Partner - Omnichannel Retail & Digital Customer ExperienceGroundedworld Oct 2020 - Dec 2021Westport, Ct, UsI've built and lead the digital commerce practice at Grounded World, an award-winning and certified B-corporation social impact, sustainability, and nonprofit brand activation agency. In my role, I've developed a go-to-market capabilities framework (DxP) & supporting strategic assets that guide socially conscious brands, nonprofits, & startups to activate and accelerate purpose-led marketing through digital transformation. -
Visiting ProfessorIonis Education Group Mar 2019 - Jul 2021Paris, FrLeading Digital Marketing & Marketing Communications, Digital Trends in Retail Marketing courses for ISEG's international digital marketing program, sharing industry insights and marketing expertise around digital and data-driven evolution of the retail industry with MBA candidates. -
Founder & Chief StrategistPèpita Insights 2018 - Oct 2020pèpita insights helps companies, big and small, interpret their data and transform it into powerful customer insights that lead to meaningful commercial action and business results. By starting with the end result (i.e., what you want to achieve), we elevate your company’s marketing strategy and activation plans to achieve superior performance, whether marketing to consumers/shoppers or other businesses. Leveraging years of experience in marketing, research, and analytics working with leading CPGs and innovative tech companies around the world, we apply structured, proven processes to solve your biggest marketing challenges. We help our clients:- Brand strategy development: define short- and long-term integrated marketing strategy aligned with overall company initiatives, supported by relevant research- Product messaging: construct better company narratives, building engaging compelling brand stories that articulate positioning in clear and simple terms- Marketing operations: Convert that brand strategy and narrative into marketing campaigns and commercial plans that lead to business results - leads, users, revenue, cost optimization- Demand generation: Build demand generation programs that optimize your marketing mix (across traditional and growth-based tactics) and deliver qualified leads, based on the key triggers that drive conversion and customer success- Thought leadership: Create compelling content (blog posts, sales collateral, white papers, case studies) to establish or reinforce your thought leadership position (and generate leads), including:- Influencer marketing: inform key influencers and third party agencies, ensuring that their efforts align to your business strategy and growth goalspèpita insights ... planting the seeds for better marketing.
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Foundry Startup MentorSap.Io Apr 2019 - Dec 2019San Francisco, California, UsShare expertise and know-how to help startups in SAP.iO Foundry's retail cohort accelerate their business growth, integrating with SAP to connect with shared customers and address their business needs. -
Executive Advisor / Head Of Marketing & AnalyticsIndigo Connected Retail May 2018 - Dec 2019Reims, Champagne, FrIndigo Connected Retail drives digital store transformation in retail, creating intelligent responsive stores that deliver personalized shopper experiences & convert stores into a measurable media channel. IndiOS, the leading digital in-store merchandising platform for retail, transforms existing merchandising displays into smart, connected objects using proprietary IoT technology, enabling real-time merchandising (through personalized promotional content) and delivering deeper insight into how consumers shop in-store (through data collected across the entire customer journey). In my role, I work with the company founders and CEO to develop and implement the go-to-market strategy, providing strategic guidance on overall company value proposition and fit with customer needs in the marketplace. -
Senior Vp Of Marketing / Chief Customer OfficerBonial.Com 2017 - 2018Berlin, Mitte, DeBonial, the digital advertising unit in Axel Springer Media, is the premier mobile engagement solution for retail, driving shoppers to their favorite stores and brands through personalised promotional offers at scale (100MM annually) delivered via a geo-targeted advertising and programmatic media technology platform to over 20MM monthly active users.As global head of B2B marketing and member of the senior executive team, I was responsible for:- Defined company messaging / positioning to support brand reframing & expanded capabilities.- Deployed content marketing strategy, with customer case studies & editorial articles to reinforce company’s role as a thought leader in media, tech, & retail.- Partnered with Data Science to define user segmentation from 1st & 3rd party data, building target segments to drive enhanced analytics & insights. -
Vice President Of MarketingAlkemics 2015 - 2017Paris, FrAlkemics is the leading digital collaboration platform for retail, connecting 10,000+ CPG brands and retailers to help market and sell their products online via a B2B marketplace, powered by smarter data and enhanced content.As head of marketing, I developed and executed the go-to-market strategy, company/brand messaging & value proposition, building brand awareness & growing the business internationally into the US and UK markets.My responsibilities included:- Defined marketing strategy and activated corresponding marketing plan, including growth stack (PR, email, search engine optimization, digital advertising) and content (case studies, media articles, speaking engagements) to generate leads and drive thought leadership position- Built, fostered, and grew a world-class marketing team and function- Created & executed marketing campaigns for product enhancements, new market expansion, industry awards- Represented company as keynote speaker at industry & partner events- Secured recognition as Gartner Cool Vendor in Information Governance & Innovation- Secured & managed content service provider relationship with Walmart- Developed web site capabilities, including site creative, design, implementation, and analytics -
Global Director, Shopper Marketing Center Of ExcellenceThe Coca-Cola Company 2013 - 2015Atlanta, Ga, UsAt Coca-Cola, the world's leading beverage company, I led the global Shopper Marketing center of excellence and help build world-class marketing capabilities, creating proprietary intellectual property ('science of the shelf,' The Coca-Cola Way of Shopper Marketing), and deploying retail marketing campaigns across 150+ markets. I also helped create our biggest marketing campaigns seen in retail stores around the world, including the 2014 FIFA World Cup, the 100th anniversary of our iconic Coca-Cola bottle, and the 2016 Olympics, driving activation in 1.3M outlets across 130+ markets & 10% lift in retail sales.I partnered with Global Brand and Integrated Marketing Communications teams to define strategy, messaging, and execution plans (including sales targets) for worldwide campaigns, to inform regional integrated marketing plans (programs, events, campaigns) to drive worldwide pipeline and revenue. I also developed & deployed store merchandising execution guidelines (Pictures of Success) across 2M+ outlets in traditional & modern trade channels. -
Global Director, Precision MarketingThe Coca-Cola Company 2011 - 2013Atlanta, Ga, UsI defined, piloted, & scaled data-driven marketing programs with field marketing teams to drive category expansion and cross-selling opportunities with global retailers (Walmart, Tesco, Carrefour), based on leading-edge analytics frameworks using 1st party (proprietary research), 2nd party (retailer loyalty card) & 3rd party (syndicated panel) data. These programs drove category expansion (+4 pts), brand share gains (+9 pts) & margin improvement (+84%).I also designed & implemented marketing KPIs for our top global markets, benchmarking market performance & reporting results to senior management across 121B purchase transactions & 10B unit cases.
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Director, Foodservice & On-Premise Insights & AnalyticsThe Coca-Cola Company 2007 - 2011Atlanta, Ga, UsI led a team of researchers and analysts to provide relevant and impactful insights on our foodservice and on-premise business, managing internal & external (30+ agencies) and $5+ million annual research budget. During my tenure, we developed innovative new research protocols (company's first neuromarketing research lab, occasion-based shopper segmentation), contributed to market research for leading edge equipment innovation (Coca-Cola Freestyle), and implemented measurement tools to deliver improved improved return on marketing research investment ($1M+).
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Senior Manager, Commercial StrategyThe Coca-Cola Company 2005 - 2007Atlanta, Ga, UsI led breakthrough growth strategic planning projects to evaluate new category entry priorities and opportunities totaling $6B gross profit. I also developed 'best in class' beverage category assessments and insights analyses to address key business issues as part of long-term strategic planning process.
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Director, Sales IntelligenceCbeyond Communications 2004 - 2005Atlanta, Ga, UsAs part of the Sales & Marketing leadership team, I led various cross-functional initiatives, including:- $36M sales and marketing budget planning effort, based on strategic goals and past historical performance. Compiled monthly and quarterly high-level metrics to reconcile financials and justify variances for senior management and Sales organization.- $2M annual trade promotion program, responsible for production, allocation, and reconciliation of monthly inventory across all markets and distribution channels, driving reduced overall promotion expense.- Automated senior management metrics dashboard, guiding team of business analysts in design, development, and launch to communicate strategic KPIs.- Monthly sales compensation process, ensuring timely and accurate payment for over 400 personnel.- Sales force automation (SFA) system improvement initiative, increasing user adoption 200% in six months. -
Sr. Manager, Corporate StrategyCbeyond Communications 2003 - 2004Atlanta, Ga, UsI worked directly with our CMO to deliver:- Long-term business strategic roadmap and marketing plan, based on situational and SWOT analyses to identify key strategic initiatives, resource allocation, and financial targets based on company mission and vision, core values, and financial constraints. - Cost of acquisition and revenue forecasts, in collaboration with Finance; provided monthly updates to senior management with 95% + accuracy.- Customer economics model, disclosing performance and profitability (total investment, operating expenses, contribution margin, break-even analysis, and NPV) by product line and customer segment.- Business development for wireless service initiative, evaluating potential partners for mobile virtual network operator (MVNO) agreement and preparing detailed business model.
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Product ManagerZ-Tel Communications 2002 - 2003UsI managed the successful launch of our Personal Voice Assistant (PVA) product, driving increased acquisition of local and long distance subscribers. Prior to launch, I developed the product business case comprising of market sizing, volume and profitability forecast, business processes, and product roadmap. I also defined the overall product strategy for the small to medium business (SMB) market, using customer segmentation analysis, positioning, pricing, packaging, and financial analysis to identify new telephony products and services. -
Marketing InternSears 2001 - 2001Chicago, Il, Us -
Senior ConsultantAccenture 1998 - 2000Dublin 2, IeLed and participated in several communications & high tech client engagements, including:- Product development and knowledge management strategies for global high tech company, leading to adoption of new company-wide operations as part of post-merger integration action plan.- Customer relationship management (CRM) framework for global communications company, standardizing customer interaction operations across telecommunications, wireless, Internet, and entertainment divisions.- Forecasting, allocation, distribution business processes for global communications company, creating $5 million savings in process improvements.- Year 2000 quality assurance and risk management framework covering 750 software applications for a global telecommunications company. -
AnalystAccenture 1996 - 1998Dublin 2, IeParticipated in various communications & high tech client engagements, including:- Full business launch for new wireless services provider in Sao Paulo, Brazil, helping to build the back-end technology infrastructure while managing new language and cultural routines in the world’s 3rd largest metropolitan market.- Business processes for billing, accounts receivable, and account management functional areas to handle 150,000 immediate customers, contributing to $15 million successful software implementation.- Testing approach and plan for customer billing software used by global telecommunications company.
Efrain Rosario Skills
Marketing Strategy
Strategy
Customer Insight
Segmentation
Shopper Marketing
Strategic Planning
Brand Management
Market Research
Fmcg
Business Strategy
Product Management
Marketing
Leadership
Product Development
Management
Brand Equity
Pricing Strategy
Marketing Research
Strategic Consulting
Brand Architecture
Precision Marketing
Commercialization
Consumer Behaviour
Target Marketing
Consumer Products
Behavioral Targeting
New Business Development
Cpg Industry
Thought Leadership
Digital Marketing
Google Analytics
Big Data Analytics
Event Marketing Strategy
Trade Marketing
Event Based Marketing
Reporting
Efrain Rosario Education Details
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Northwestern University - Kellogg School Of ManagementOrganizational Behavior & Design -
Northwestern University - Kellogg School Of ManagementAi & Analytics
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Georgia Institute Of TechnologyChemical Engineering
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The Marketing Leadership MasterclassGeneral
Frequently Asked Questions about Efrain Rosario
What company does Efrain Rosario work for?
Efrain Rosario works for Diageo
What is Efrain Rosario's role at the current company?
Efrain Rosario's current role is Global Head of Shopper Marketing and Insights.
What is Efrain Rosario's email address?
Efrain Rosario's email address is er****@****.ko.com
What is Efrain Rosario's direct phone number?
Efrain Rosario's direct phone number is +331850*****
What schools did Efrain Rosario attend?
Efrain Rosario attended Northwestern University - Kellogg School Of Management, Northwestern University - Kellogg School Of Management, Georgia Institute Of Technology, The Marketing Leadership Masterclass.
What skills is Efrain Rosario known for?
Efrain Rosario has skills like Marketing Strategy, Strategy, Customer Insight, Segmentation, Shopper Marketing, Strategic Planning, Brand Management, Market Research, Fmcg, Business Strategy, Product Management, Marketing.
Who are Efrain Rosario's colleagues?
Efrain Rosario's colleagues are Thinh V Le, Alison Antolinez Cubillos, Michelle Sin, Roberto Carbonell, Nguyen Giang, Umakant Kumbhar, Julie Mcqueen.
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