Gianfranco Zapata Villanueva Email & Phone Number

Lima, Perú

Lima, Perú

A cargo de las marcas: Kris, Kero y Fruvi. Responsable de definir la estrategia de marketing de la categoría, definiendo el rol de cada marca y el mejor mix de portafolio para alcanzar los objetivos de negocio: Venta, SOM, márgenes, funnnel y power de marca. Generar sinergias con los equipos de comercial y trade marketing, diseñando campañas 360 que impacten al consumidor, al canal y el punto de venta. Líder de los proyectos de innovación y óptima gestión del presupuesto… Show more A cargo de las marcas: Kris, Kero y Fruvi. Responsable de definir la estrategia de marketing de la categoría, definiendo el rol de cada marca y el mejor mix de portafolio para alcanzar los objetivos de negocio: Venta, SOM, márgenes, funnnel y power de marca. Generar sinergias con los equipos de comercial y trade marketing, diseñando campañas 360 que impacten al consumidor, al canal y el punto de venta. Líder de los proyectos de innovación y óptima gestión del presupuesto asignado.Logros:1. Incremento de cobertura de la marca Kris en Lima, pasando de una distribución numérica de 11% a 28% en el YTD Marzo 2024 (Fuente: Nielsen).2. Crecimiento en SOM Trad. Lima de la marca Kris en la categoría de Stills – Jugos. Pasando de 6% a 9% en el YTD Marzo 2024 (Fuente: Nielsen).3. Diseño y ejecución de la Campaña “Regreso a Clases” con el objetivo de incrementar la rotación de 1.2 cajas a 1.4 cajas y traer un incremental en litros de 270K. Show less

Lima, Peru

In charge of the brands: Kola Real, Cool and Sabor de Oro. Responsible for designing and implementing the strategic framework of the category, building on the value proposition of the brands to achieve sales, margins, brand funnel and brand power objectives. Leader of innovation projects and expert in planning and execution of marketing campaigns and optimal management of the assigned budget.Achievements:1. Construction of knowledge (+10 pts.) and consideration (+7 pts.) within the… Show more In charge of the brands: Kola Real, Cool and Sabor de Oro. Responsible for designing and implementing the strategic framework of the category, building on the value proposition of the brands to achieve sales, margins, brand funnel and brand power objectives. Leader of innovation projects and expert in planning and execution of marketing campaigns and optimal management of the assigned budget.Achievements:1. Construction of knowledge (+10 pts.) and consideration (+7 pts.) within the brand funnel for the new soda brand, “Cool Fresh”.2. Increase in numerical distribution by +25 pts. SoM +2% (Traditional Lima) and sales in liters of +5M in 5 months.3. Cool Fresh reached 3rd place in the SoM of soft drinks in the economy segment in the traditional Lima Norte and Lima Sur, surpassing Concordia since Sept. 2023 Show less

Lima, Perú

Define the value proposition for the hair care brand: Kativa. Manage the portfolio by defining the competitive and differentiating role of each of the brand's lines, hand in hand with a pricing and Go To Market strategy. Develop marketing campaigns to activate brand promotion and align communication with branding guidelines. Design of commercial plans for the launch of new products. Management of the annual marketing budget.Achievements:1. Launch of the new hair care line “Kativa… Show more Define the value proposition for the hair care brand: Kativa. Manage the portfolio by defining the competitive and differentiating role of each of the brand's lines, hand in hand with a pricing and Go To Market strategy. Develop marketing campaigns to activate brand promotion and align communication with branding guidelines. Design of commercial plans for the launch of new products. Management of the annual marketing budget.Achievements:1. Launch of the new hair care line “Kativa Luxury” for the Peruvian market. Sales contribution of $ +1.8 million with a 49% margin.2. Place Kativa as the #1 brand in sales of the premium segment of the modern channel.3. Portfolio optimization generating cost savings of $ +350K. Show less

Panama, Panama

Manage the portfolio of the Cyzone cosmetics brand. In charge of the design of commercial strategies and innovative tactics for the direct and digital sales channel, taking into account consumer insights, building brand value and data analysis. Development of business plans for the launch of new products. Create new commercial and merchandising levers to attract new customers and increase market share. In charge of sales forecast campaign by campaign.Achievements:1. Sales growth of… Show more Manage the portfolio of the Cyzone cosmetics brand. In charge of the design of commercial strategies and innovative tactics for the direct and digital sales channel, taking into account consumer insights, building brand value and data analysis. Development of business plans for the launch of new products. Create new commercial and merchandising levers to attract new customers and increase market share. In charge of sales forecast campaign by campaign.Achievements:1. Sales growth of +15% in 2017 of the Cyzone brand in Ecuador, a key factor for the country to be recognized with the award for the market with the best performance in business KPIs.2. Launch of the Sweet Black fragrance (+150K units with 33% margin). Launch of the Studio Look makeup line (+200K units with 35% margin). +140% compliance in total.3. Relaunch of the Cyzone brand to increase brand equity and align it with the Gen-Z youth audience, achieving 98% recall among the target. Show less

Panama, Panama

Carry out the design of the commercial tactic of the categories under my charge, aligned to the business objectives. Responsible for the sales forecast strategy for each of the SKUs in the portfolio. Design innovative business plans for the launch of new products.Achievements:1. +5% increase in average sales of the makeup category for the Esika brand in Ecuador.2. Reduction of the inventory of support products of the Ésika brand in Ecuador, going from a rotation rate of 9 months… Show more Carry out the design of the commercial tactic of the categories under my charge, aligned to the business objectives. Responsible for the sales forecast strategy for each of the SKUs in the portfolio. Design innovative business plans for the launch of new products.Achievements:1. +5% increase in average sales of the makeup category for the Esika brand in Ecuador.2. Reduction of the inventory of support products of the Ésika brand in Ecuador, going from a rotation rate of 9 months to 1.5 months. Show less

Panama, Panama

Transferred from Peru to corporate headquarters in Panama. In charge of reviewing and approving sales materials. Responsible for the management of the category of support products and the execution of the budget of sampling tools for the sales force.

Lima, Peru

Support to the comptroller team in monitoring the execution of the budget assigned to each area. Responsible for providing support to the business planning team.