Lucciano Massardo Email & Phone Number

United States

Positioning strategy, definition of potential customers, support in the development of sales channels, digital strategy in social networks and SEO and SEM strategy. Innovation specialist with expertise in consumer and industrial markets.

Chile

• Create and execute brand strategies and marketing plan for William Grant & Sons managing a total of 6 brands (Hendrick’s, Drambuie, Glenfiddich, Grant’s, Monkey Shoulder, Tullamore D.E.W), overseeing 3 direct reports and +3.900 points of sales and managing a budget of +1,5M USD.• New product launch and marketing campaigns, meeting brand consistency across all channels (On Premise, Supermarkets, Wholesalers, Liquor stores). • Own and drive market analysis, identifying consumer behaviors and trends translating findings into business opportunities on clear actionable plans. • Monitor business performance to ensure brand is tracking against goals, understand internal and external data resources to identify issues and opportunities to drive both brand development and sales performance.• Create and manage an effective advertising campaign, including budget and timeline planning, staffing, and production oversight.• Build strong relationships with external partners (MGC Global Group, Dentsu, HL Productions.) to align the strategy with the global vision of the brand.Achievements:• Successfully launched Hendrick´s Flora Adora in Chile, coordinated an event for over 100 attendees, with a 5M digital reach.• Developed a 360° campaign for Hendrick´s “Refreshing Encounters” with the first 3D execution of Hendrick´s in LATAM. The initiative was copy and implemented in other markets.• Increase Hendrick’s brand equity accorded to Brand Health Tracker (BHT) (Spontaneous awareness, Ever consumed, Last 12 months, Consideration).• Increase Hendrick´s volume market share in 1% (Nielsen).• I led the visit of Drambuie Global Brand Ambassador to Chile. We launched “Drambuie Iced Espresso” Cocktail in 4 days agenda, we had 11 events where we reached 226 different on trade accounts, 6M digital reach.

Chile

• Develop and execute the go-to-market marketing plan & strategy of Escudo (N°1 brand in volume market share), that represents 117M USD in annual sales and managing a budget of +6M USD.• Create and launch brand campaigns including influencer initiatives, trade marketing, activations, and promotions across +38.000 points of sales.• Define the communication and brand marketing calendar including establishing brand messaging and procedures. • Plan and coordinate brand events supporting promotion programs focused on increasing brand awareness and market share. • Collaborate with Sales teams to inform go-to-market plans for new and improved products for retailers, to include sell-in materials, messaging, and pricing.Achievements:• Developed 2 different 360° campaigns and plans of digital content marketing, with over 4 digital campaigns, increasing brand first preference and top of mind in 10% (GFK).

Chile

• Plan, develop and strategize brand marketing initiatives for Sol (beer), including go-to-market strategy maximizing brand operations across Chile, overseeing + 21.000 points of sales and managing a budget of +3.5M USD.• Create strategic partnerships, conducting sell in and sell out analysis maintaining CRM and databases updated to track progress and key metrics.• Perform product performance analysis and volume forecast based on market share, proposing new product extension launch with pricing proposals, client listing and maximization plan. • Lead external agency negotiations, supervising lead generation activities and promotional programs execution ensuring commitments are met within budget and timelines. • Monitor brand P&L, create forecasting and analyse market share identifying category sales opportunities for new product innovations. Achievements:• 78% increase in brand volume• 1.5% increase in volume market share (Nielsen)• 17% increase in Brand Power Contribution (Kantar) (Meaningful, Different, Salient).• Geolocate and developed a 360° campaign for SOL. The initiative was copy and implemented in other markets.

Chile

• Coordinate and implement marketing strategies for the traditional channel for Limon Soda, sell-in, sell-out, display techniques, and promotional programs across 147.000 points of sales and managing a budget of +1.8M USD.• Collaborate with Trade Marketing and Sales teams coordinating brand events supporting promotional programs focused on increasing brand awareness, sales growth, profitability and market share.• Supervise external agencies in developing creating advertising and high-impact promotions across TV ad, media, e-commerce, and digital marketing.

Elective course of the Master's Degree in Marketing at Universidad Adolfo Ibañez. We carried out a marketing consultancy for El Vergel, which consisted in developing a new marketing plan for the category "healthy snack".The reception from El Vergel was excellent.Team formed by 6 students plus a guiding teacher: Luciano Castellucci.

Las Condes, Santiago, Chile

Pricing and demand intern.Collaboration in the realization of sales studies, service level, coverage, estimates, database management, scantrack. Management of Nielsen Advisor.Support in focus groups and assisted sales.Creation of quantitative surveys.

Magister Marketing

Education record

Education record

Enseñanza Básica y Media