Luis Jordan Alarcón Email & Phone Number

Mexico City, Mexico

Responsible for the development, implementation, and execution of the marketing strategy to position our brands in Mexico.

Mexico City

In charge of building a brand-new marketing structure aimed at increasing engagement and positioning for leading brands in the sports industry such as Ironman, Spartan Race, and L'Étape.• Create and led the marketing and creative team, reaching a final headcount of 20 members.• Developed the 2024 marketing strategies for 8 company brands, renewing the vision, graphic concept, target audiences, marketing funnel, and ambassador plan.• Implemented marketing automation to enhance operational efficiency within the area.• Conducted performance analysis of campaigns and monitored paid media plans.

Mexico City

Management of the Valeant/Atlantis business unit with an annual revenue of $1.2 billion MXN, overseeing a portfolio of 38 brands and 73 SKUs including Rx, OTC, and cosmetics across specialties including gastroenterology, dermatology, gynecology, pediatrics, internal medicine, and traumatology. Led a team of 40 members, including 2 in marketing and 38 sales reps.• Development of strategies incorporating omnichannel, inbound and neuromarketing, and business model canvas. • Establishment of business relationships with KOLs, academies, colleges, and medical societies such as SMDAC, AMG, among others. • Launching new products, line extensions, and transitioning Rx products to OTC by crafting business cases, price analysis, market segmentation, and audit analysis to enhance informed decision-making.Achievements: - Successfully implemented a strategy for a Covid-19 related product (Ivexterm), resulting in growth exceeding 400%, reaching product sales nearing $1 billion MXN between 2021 and 2022. Positioning Bausch Health as the fastest-growing laboratory during this period.- Achieved a successful launch in 2019 of Zerpyco Duo in the gastroenterological market, achieving over 10% growth in its 1st year, implementing a hybrid OTX positioning strategy.- Improved forecast accuracy from 68% in 2018 to 88% by 2023.- Successfully launched line extensions for brands such as Espaven and Benedorm in 2022, generating a sales revenue of over 30 million MXN during the 1st year.- Created and launched the On Demand medical education and update platform Bausch Academy for GPs, endorsed by CONAMEGE and UNAM, aimed at enhancing the knowledge level of General Practitioners through clinical cases.- Maintained the prescriptive trend of gastroenterologists, GPs, and internists of OTC products from brands such as Espaven, Panclasa, and Carbotural.- Developed investment plans in digital marketplaces that drove sales of OTC and OTX brands with over 15% growth in digital channels.

Mexico City, Mexico

Responsible for the creation, development and management of the OTC business division, and of the digital strategy and kickoff investment plans including: social networks, brand´s landing pages and blogs, consumer profiling, ad words planning, among others; using inbound marketing trending initiatives which resulted in accelerated brand engagement, adoption, feedback and recommendation growing rates for 11 OTC brands and 22 SKUs with an initial market value in 2016 of $420 MMXP leading a team of 3 members • Development, recruitment, training and deployment of the brandnew OTC business unit with 26 brand ambassadors, and 18 sales reps nationwide. • OTC products launch in Mexico and LATAM region covering a total of 9 countries. • Collaboration with digital, out of home and BTL agencies to create and develop campaigns for every brand within the recently created portfolio with regional reach (Mexico and LATAM).• Coordination of the activities related to sponsorships, branding at sports and cultural events to improve brand awareness and engagement. • Market analysis, sales and operations forecasting, marketing plans development for leading brands in sectors such as: cosmetics, dermatology, vitamins, gastroenterology and oral health. • Strategic thinking using Inbound marketing, customer experience (CX) and neuromarketing knowledge.- Total business unit growth of 143% reaching a total revenue of $1,041MMXP ($41.6 MUSD) in 2019.- Successful product launch in highly competitive markets such as: cosmetics, OTC, and Rx, gaining Market shares of 5 -10 % during the first year with products like: CeraVe, Bedoyecta+G and Zerpyco duo.

Mexico City, Mexico

Management of 18 brands including OTC, cosmetics, and pharmaceutical products for 6 different medical specialties. Leading a 3 members team with sales goals over $600 MMXP ($24MUSD). Responsible for core leading brands such as: Espaven, Espacil, Caladryl, and Efudix.• Advertising strategy development, leading the transition from printed format materials to digital, which allowed to customize communication and improve our sales force effectiveness, as well as a performance monitoring platform using a brand-new activity dashboard. - Achievement of averaged +10% growths for core brands and reversing market share loss for previously unattended brands.

Mexico City, Mexico

Management of 4 brands of the core portfolio including the product launch in Mexico and Latin America region for the company`s top selling brand (Microdacyn) which required an integral strategy that included: advisory boards, in-site trainings, negotiation with key opinion leaders (KOLs), planning of brand presence within national and international events, summits and congresses; and the development of digital and audiovisual campaigns for health care providers (HCPs).• Development of marketing plans for pharmaceutical products targeting different medical specialties, consolidating leading products and new launches. • Market trends analysis, advertising campaigns creation, negotiation with KOLs and forecasting.- Microdacyn sales growth over 50% FY 2013 +9% market share gain on a highly competitive market, including the successful launch of 2 new SKUs in 2014 to strengthen the brand, which still in the market nowadays.

Mexico City, Mexico

Management of 3 brands which revenue was close to $50 MMXP ($2 MUSD) with low advertising and promotional budgets of 7% over sales.- +40 % sales growth implementing low cost actions with long range impact on hyper segmented markets, as well as digital campaigns that allowed to have a closer customer approach improving brand engagement.

Mexico City, Mexico

Support in the development of promotional materials and digital strategy for pharmaceutical products. - Contributing to the +10% sales growth and market share gain for a 3 brands portfolio.

Bachelor'S Degree, Business Administration, Management And Operations

Specialist, International Commerce And Public Relationships

Activities and Societies: Aprendizaje integral del ambiente de negocios en oriente, creación de planes de negocios para SKUs de.

Bachelor'S Degree, Business Administration, Id. Number 5942891.

Activities and Societies: Desarrollo de franquicias, Actividad emprendedora desarrollo de empresa, Equipo representativo de Tennis, Equipo.