Jonathan Caire Email & Phone Number

Mexico

Purchase, New York, Us

Purchase, New York, Us

Purchase, New York, Us

Lead Latam Global Commercial agenda by designing and creating new ways of working and delivering new capabilities to transform the business

Purchase, New York, Us

*Responsible of driving nationwide Commercial Strategy for Small Formats (Traditional Trade & Proximity): 60% of PMF sales & 75% of Profit*Winning in the marketplace & being more consumer-centric by ensuring Traditional Trade & Proximity topline growth acceleration (Net Revenue) as well as gain SOM across brands & customers*Drive profitable & incremental growth thru GTM KPIs improvement & POS footprint by assuring management indicators increase such as %CV / VE / Drop Size with direct relation by commercial strategy initiatives: Innovation / Racks / Routes / Seasonalities / Distribution TOP10 skus / Sundays & Holidays*Segmentation agenda to offer a differentiated value offer for each customer in order to assure long term growth for the channel, leveraged by technology*Achieve top rating in customers surveys by leading, integrating, and executing holistic plans (trade marketing focus)*Full leadership of Strategic Plan construction process via strategic thinking and collaboration, challenging new avenues of growth for the formats*Squad integrator in key proyects to develop a turnaround addressing & align BU & Segment: SOM Plans, Priorities, Key Battles*Coordinate & maximize budget allocation as well as S&D and D&A management to win in the marketplace*Continue delivering sustainable growth for Socios Pepsico (Loyalty plans)*Design & Deploy: development plan to improve key capabilities for the team: Strengthen Upskilling and Reskilling with enhanced Training programs

Purchase, New York, Us

*Lead & define a sales strategic plan by delivering a solid long-term proposal based on shopper / customers insights & market trends to accelerate growth & keep gaining SOM*Keep building PMFs sales next generation capabilities by designing & implementing strategical transformational projects (enabled by technology & big data and analytics) as well as capitalize omnichannel opportunities*Support the creation of annual plans to respond all the key strategic questions & aligning strategies with channels / BUs*Plan and commercial initiatives have to be delivered in a timely manner by coordinating governance & guaranteeing strategic framework alignment*Lead PMF segmentation program to offer a differentiated value offer to maximize customers potential & shopper needs (prioritized segments & subsegments). Micro-segmentation as endgame*Define new business setup, definition & proposal to offer new solutions through the right CVO & business oriented •Winning @ POS by having a deeper shopper & customer understanding as well as create a future thinking for our sales directors’ leaders*Agile performance by redefining & improving sales operating model considering governance, forums, & KPIs to ensure function leaders visibility & alignment, as well as guaranteeing sectorial arrangement to guarantee doing the right projects & align to vision*Align, coordinate, develop and deliver strategic information for sales VP key presentations to assure sales alignment, communication and follow up across teams & forums*Define & propose a CRM model process to manage & analyze key interactions to have a deeper E2E process

Purchase, New York, Us

*Lead & coordinate Confectionery Business turnaround to a profitable & accretive business to PMF *Action plan focused on right-sizing of routes, expand & increase OT & WHSL channels importance, portfolio simplification & manufacturing footprint*Profit results in 2016 & 2017 above expectations: NOPBT (107 Index vs plan) delivering first positive NOPBT*DTS transformation journey: new model consisted into hybrid routes with savory & biscuits with results above expectations*WHSL channel has been the main channel to boost sales driven by excellent 360° plans focusing in top customers*OT channel seasonality’s executed flawlessly with correct portfolio, timing as well as supports on main customers*NT channel mainly export is critical for the BU due to high profit (dollars sell in) & with the opportunity to keep growing in other markets. New portfolio for US has been delivered with successful brandS*Product Optimization (from 82 to 36 skus - 55%). Revenue Management agenda with profitable skus & prioritize core brands with correct pack & price*A&M investment focused on core brands (higher profit)*Rockaleta & Inspireka communication & awareness: Rck digital webpage (MEX & USA) & new digital positioning campaign

Purchase, New York, Us

*Marketing Leader of Lays Brand for LATAM: Brand Equity, communication, innovation, and promotions*Development & implementation of Lay's Brand Promo (Do us a flavor) across LATAM, achieving standardization on a single communication & achieving regional innovation in 4 different countries*Communication, adaptation and implementation of 360° plans within different celebrities: Enrique Iglesias & Messi*Leader of UEFA campaign with Lay's: Digital strategy, POP exhibitions, packaging, promotions, negotiation, approval with the license, supports 360°*Negotiation & influence with different countries in order to standardize communication strategies and supports*Strategic leader of Lay's Brand strategic process generating solid ideas for next year: Stax, Baked, Lattice Cut*Development of new skills: Leadership, influence, setting the agenda, taking others with me, negotiation

Purchase, New York, Us

*Tostitos growing 104 Ix, most profitable Brand in the BU as well as considered a Love mark in 2015 in the North region*Tostitos gaining SOM vs. YAGO: +0.2pp & Increase of frequency of +8% vs. YAGO via brand awareness, promotions & innovation*Lead & redefine a new positioning with a more emotional aspect generating good results & better bonding within consumers.*Re-launch of a new image for Tostitos (modernity, craving, indulgence)*Brand expansion in 3 regions with low penetration & awareness via Tostitos $7Ps. 360° supports to generate trail & retrial*Lead Tostitos promotion with solid results via differentiated prices & supports. Promotion included a TV execution, BTL & contest prices for regions (DTS & OT)*Launch of Chile Manso with 360° supports: ATL (TVC, Secondary Media) & BTL (sampling, POP exhibitions).*Management and control of Tosticentros: 14M Tosticentros nationwide + 1M Doricentros in Valley & West Region*Tosticentros model with INADEM entrepreneurship program was approved with the opportunity of expansion via government support

Purchase, New York, Us

*Strategic leader of new platforms for the BU as well as responsible of AOP & Strategic process*Creation & development of entertainment & complementary platform*Inspireka growth of +75% vs YAGO via solid innovation becoming the #1 Brand in Confectionery generating incremental sales, consolidation of the P&L as well as winning SOM*Launch of Innovation: Moldeable & Konstruy with 360° supports (TVC, additional exhibitions, caddies, sampling, printed media, POP & supports on POS)*Variety Packs reconfiguration on WHSL & EXP achieving differentiation on the portfolio vs market as well as higher profit*Flawless execution of 2 Promo Packs (Pinguinos de Madagascar & Adventure Time)*Listing for 1st time of Stacy’s (pita chips) on Deli area with 360° supports (sampling & racks on deli area)*Consolidation of Gudu brand via increasing heavy user’s frequency indicators as well as increase heavy consumer base*Gudupop SOM +0.6pp vs. YAGO (stopping decreasing trend since 08’)*Gudupop Revamp: +35% vs pre-revamp & distribution increase*Tix Tix growing +17% vs YAGO, the best-selling year of Tix Tix lollipops in 10 years*Develop & launch of Tix Tix Duo as a line extension. Duo was recognized as “innovation of the year” in confectionery (Euromonitor)*Consolidate Rockaleta as the iconic multi - sensations brand within teens World via relevant promotions, news, relevant communication campaigns (ATL & BTL)*Development of Rockaleta revamp: New formula, new image, case configuration, promotions*Development & implementation of brand promotions across channels generating important results in top line (+36% vs base), profit and brand indicators with 360° campaigns supports

Purchase, New York, Us

*Control & development of brand activities to continue as leader on potato category*Implementation & analysis on sales reports, performance vs. YAGO, AOP, SOM reviews, action plans, inventories, stales*Development of thematic campaigns of Sabritas with great results: TOM & Fav. Brand*Development & implementation of strategic projects: Stax (objective of flank Pringles)*New thematic image of Sabritas Core connecting with target in a more emotional way*Launch of Sabritas Flamin’ Hot with TVC & prints*Caseras re-launch: new image, activation on POS, nationwide sampling, TVC, prints. Results: Sales vs. base + 69%, +20 distribution, +9pp. vs. Chips in 1 year*Budget control & sponsorship and activation with La Granja, Ocesa & Six Flags

Purchase, New York, Us

*Development of brand initiatives, launches, supports to maintain and increase SOM on extruded category (94%)*Development & analysis of weekly sales, YTD performance, SOM, inventory control & stales by zone and channels*Cheetos Re-launch with new image & product upgrades generating better results on brand main indicators*Launch of Cheetos Toy strategy (Bee Movie, Kung Fu Panda & Halloween); Higher price point & better profit*Launch of Cheetos Hamburguesas, Flamin Hot & Jumbo (portion control strategy) supported with TVC & prints*Sponsorship & activation on Kidzania & Mundo De a De Veras in Mexico & MTY

Licenciatura En Administración De Empresas

Marketing/Gestión De Marketing, General