Fernando Ortiz Ehmann Email & Phone Number

Madrid, Es

Madrid, Community Of Madrid, Spain

Member of the Executive Management CommitteeSpearheading the agency's IP / New Products initiativesLeading large brand & culture projects across different countries and multifunctional teams

Madrid Area, Spain

Lead Saffron’s global Strategy department managing its offering, capabilities and resources. Oversee the seamless and value-added execution of all the Strategy work developed for clients such as Facebook, Sodexo, Engie and Kyocera.

Madrid Area, Spain

Innovation, Customer & Brand Experience, Brand Positioning & Transformation projects worldwide in the Beauty, Airline, Hotel, Energy and Banking Industry.Skills: Quantitative & Qualitative Research, Design Thinking, Agile methodologies, In-Depth Executive Interviewing, Workshop Development & Facilitation, Storytelling, Copywriting, Clients: Douglas, Siemens Gamesa, Turkish Airlines, Engie, Nestlé Purina, Sodexo, Barcelo Group, Repsol, El Corte Ingles

Madrid Area, Spain

Teaching the Brand Strategy course at the Master of Visual and Digital Media (MVDM) at IE's School for Human Science and Technology.Teaching Branding & Innovation at corporate custom-made programs at IE's Business School

Hong Kong / Barcelona

SCOPE: €8 million Revenues; Team: 5 direct reportsRESPONSIBILITIES:• Spearheaded commercial efforts in Asia-Pacific for Wholesale, eTailers and Franchise channels. • Direct development of entire new global business channel managing Expansion, Business Development, Sales, Marketing, Product Assortment & POS Retail Management for the Hotel & Resorts Channel• Leading special pilot projects such as Automated Retail Machines (Vending) & Pop-Up Stores

Madrid Area, Spain

SCOPE: €13 million Revenues; Team: 15 people (4 direct reports). RESPONSIBILITIES:• In charge of entire business in Europe & Asia, top and bottom line P&L, managing subsidiaries, distributors/agents, Direct & Travel Retailers and export operations. • Directed Human Resources by recruiting, coaching, motivating, and evaluating 1st & 2nd level reports. • Set, monitored and reviewed Sales, Profit & KPI objectives assigned to Account Brand Managers. • Directed operational & trade marketing, merchandising, PR & Training regional efforts and actions. • Led negotiations for price structures, A&Ps, brand retailer presence & other contractual aspects.ACHIEVEMENTS: • Designed and implemented regional and countries' business objectives and marketing plans by adapting global brand strategy, Regional revenue growth over tenure: +49%. • Explored sustainable / profitable business opportunities by building quantitative business models, scenarios and KPI projections & tendencies. Example: Exclusivity distribution agreement with Sephora Poland & Harrods UK. • Assessed new market entry alternatives by conducting competitive landscape analysis & audits. Examples: Launch in Kazakhstan & Ukraine, new market entry in The Netherlands.• Acted as Field Retail Manager for Loewe's POS Counter at Harrod's London and Kade We Berlin which led to a solid & profitable business in these 2 world-class points of sales. • Analyzed/established annual portfolio country pricing which allowed for a coherent regional price strategy.• Introduced regional/country business management through P&L piloting & reviewing/negotiating with Controlling and Managing Director. This allowed for enhanced financial transparency and predictability.

Madrid Area, Spain

SCOPE: €1,5 million Revenues; Team: 7 people (3 direct reports).RESPONSIBILITIES:• Directed International Marketing & PR team in the execution of all Operational, Merchandising, Media and Trade Marketing initiatives in the 40+ countries the brand operates for both Local and Travel Retail markets.• Constructed the international annual marketing plan and product portfolio offering.• Acted as the operational link between all HQ Departments and regional sales offices & strategic countries.• Assisted regions and strategic countries in pricing, forecasting, launching, distribution, promotional & trade marketing strategies and portfolio optimization.• Member of the New Product Development and Operations Committee.ACHIEVEMENTS:• Developed and implemented new operational marketing processes and structures that enabled international business revenues to grow 300% during tenure.• Designed and conducted focus groups in key countries to optimize product development. in conjunction with the Creative Marketing Department at a minimal cost investment.• Managed the development, tracking and evaluation of the regional €1 million Middle East media plan.• Acted as the global Brand Ambassador in Press, Client & VIP presentations worldwide.• Evangelized adoption of Loewe´s Digital marketing practices by proactively presenting implications to President.• Developed worldwide Loewe´s training program and personally executed 40 sessions in over 30 countries.

Madrid, Spain

SCOPE: Revenues: €1million; Team: 2 personsRESPONSIBILITIES:• Directed the business relationship with all Asian distributors & Travel Retail operators including account management, sales & brand marketing.• Managed account management issues such as orders, logistics, returns, overinvestments, stocks, price structures & contract negotiations.• Developed with client distributor local Marketing Plans by optimizing A&P Investment allocation.ACHIEVEMENTS:• Opened 1st Perfumes Loewe Travel Retail operation in the region with Nuance Watson at Changi Airport, Singapore.• Executed complex structural changes to client business partnerships by increasing regional price levels, exerting tight A&P budget supervision and introducing parallel market control mechanisms.• Spearheaded delicate distributor agreement termination risk assessments with Legal Department in Paris.• Managed to effectively supervise and coordinated Loewe´s Hong Kong regional office staff remotely from Madrid.

Boston Y Alrededores, Estados Unidos

Designed, led and implemented customized consulting sessions and projects by aligning clients’ needs with Forrester analysts’ capabilities.Clients included: Microsoft, SAP, JPMorganChase, HP, Viacom & WPP

Boston, Usa

Participated in Fortune 500 international consulting projects focused on Marketing Strategy and Market Research, specifically Competitive Landscape Analysis, Pricing, Segmentations, Brand Positioning, Audits & Architecture, Customer Satisfaction & Loyalty, Product/Services Bundling Performance, New Market Entry & Product Development.Clients included Coca-Cola, American Express, IBM, AT&T, Pfizer, Goldman Sachs, Walt Disney & Time Warner.

Mba, Mba

Activities and Societies: Member of the Oxford Union; Captain of the Said Business School Football Team Masters in Business Administration.

Master In Digital Strategy

Owp, Business Administration And Management, General

Bachelor International Business, Marketing, 3.8/4.0 (Summa Cum Laude)

Activities and Societies: Golden Key Honors Society Bachelor of Science (BSc) in International Business.

Economia E Commercio, Business Administration And Management, General, 29.5/30 (Summa Cum Laude)

Visiting Student in Management Studies.

Diplom Betriebswirt, Marketing, 1,5

Partner of ICADE E-4

Abitur/Selectividad, Science, 1,6