Hernando Arango Email & Phone Number

Colombia

As general manager for this new division, my challenge is to expand it to Latin America and US Markets transforming it into a growing and profitable operation. I have direct responsibility over marketing, operations, sales, design and innovation teams (+100 people in various countries).

Led the commercial transformation to become a strong insight driven organization adapting LG´s global strategy to each of the local markets and accountable for regional brand performance indicators.- Transformed new product introduction process to become the first regionally defined product road map for each market, based on clear consumer insight approach resulting in more engaged local teams to pursue the innovation pipeline.-Responsible for developing area marketing strategies and brand planning execution-Implemented new global brand identity in partnership with local general managers and marketing teams increasing brands TOM by average o 15% across region becoming No 1 brand for key product categories in main markets.- Drove the commercial plan for operation expansion in the Caribbean resulting in new customer relations and sales growth that represented 10% of total net sales value.

Accountable for Scott toilet paper positioning and development nationwide. Trough the analysis and identification of new market opportunities based on sonsumer research and market trends, I generated concrete Brand and channel activation plans, ensuring the delivery of operational profit, net sales and average price as well as brand equity and top of mind measures for this brand.

Responsible for defining and implementing the annual marketing plan for Huggies brand, developing the communications and point of sales strategy as well as ensuring the delivery of the operational profit, net sales and average price as well as brand equity and top of mind measures

Direct responsibility over strategic planning and investment plan for the infant and child care category to be implemented in trade (by channel and by client) Also responsible for executing the brand plans in trade, fulfilling category objectives. (Nielsen measures, investment, average price and operational profit)

Accountable for strategic planning for the feminine and adult care category which allows to maximize brand strategy toward clients, reaching sales objectives trough and excellent execution of activities in point of sales at a national level, developing action plans aimed at clients and channels in an efficient manner. Channel and investment budget management, channel communication strategy, direct contact with events and advertising agencies.

Accountable for inventories indicators, deliveries, demand planning, production planning and OTIF analysis and projects implementation of improvement

Accountable for annual sales objectives and for the business plan development in key account Carulla Vivero that represented 4% of total sales.

Intensive training in commercial skills across all cities where the company operated. Responsibility in delivering sales budget throughout all channels (wholesalers, independent supermarkets, distributors, medical visits, veterinary sales and institutional line (foodservices) in each of the regions in charge.

Accountable for marketing activities implementation in and out of trade including the development of the advertisement campaigns along with the agencies. Assistance in the development and control of the yearly marketing budget.

Developed a communication mechanism that improved information management between the production facility and our customers. Also collaborated during the ISO certification program.

Business Leadership Program

Ontological Coach, Ontological Coach

Master’S Degree, Mercadeo

Profesional, Mercadeo Y Publicidad

I.B. International Baccalaureate