Marcelo Ast Email & Phone Number

Barcelona, Ct, Es

Tailor made help for business leaders, owners and founders. From pure ontological coaching to providing mentoring and guidance based on my extensive experience and business acumen. Sounds good? Want to know more? Please contact thru DM.

Barcelona, Catalonia, Spain

Partner with owners, founders and business leaders to help design business and marketing strategy and plans.I design and implement Digital Ecosystems and Marketing plans, acting as an external lead working with specialized agencies at truly competitive costs. Interested? Reach me by DM. Areas of intervention: Business & Strategic Planning, Growth Strategy, Categories and Brands strategies, Portfolio Management & Segmentation, Innovation & Communication, Consumer & Market Insights, Operations optimization, De-Averaging, Zero based Budgeting, Net Revenue Management, Dynamic Resource Allocation, Consumer Centric Organization.

Barcelona, Catalonia, Spain

Built the path to financial independence and designed an investment strategy to provide a balanced combination of income and value growth, liberating time to dedicate to selected projects like e-commerce stores (Biotrend Koala), students’ relocation services (Local Barcelona), apartments flipping, and other real estate endeavors. Need some guidance or want to share experiences? Find me by DM.

Colombia

Responsible for Home & Personal Care performance in Middle Americas (Colombia, Ecuador, Venezuela, El Salvador, Costa Rica, Guatemala, Honduras y Panamá).Key accountabilities: business & marketing strategy, resource allocation, plan and execution to deliver consistent, competitive and profitable growth. Full P&L responsibility, S&Op leadership, marketing budget strategic choices, Media and Promotions ROI, Marketing team capabilities and organization development. Middle Americas Board member reporting to Cluster President. Lead team of more than 70.Categories & Brands: Deodorants (Rexona, Dove, Axe), Hair (Sedal, Dove, Tresemme, Clear, Savital and Ego), Skin Cleansing (Dove, Lux, Rexona, Le Sancy, Savital), Skin Care (Pond´s, Dove, Vasenol), Fabrics Cleansing (Fab, Puro, Lavomatic, Coco Varela, Vel Rosita, Rinso, Xedex, Xtra, Deja).Direct reports: 3 Marketing Directors in Colombia & CAM and 3 Marketing Managers in Ecuador, Colombia and Venezuela. Key achievements: Consistent Growth above the markets every year.Competitive Growth driving market share from 29% to 33%.Profitable Growth significantly improving business Margins and Profit.Responsible Growth through key Social and Environmental projects.Team & Organization: Middle Americas structure and way of working re-designed to accelerate growth and unlock potential. Simplified, agile, empowered and accountable organization with consumer and customer focusQuala HPC Brand´s acquisition (Eu 130M): Marketing workstream leader during bidding & integration process.

Argentina

Responsible for the Marketing Excellence in Latam. Maximize Category/Countries interfaces and provide guidance for strategic portfolio decisions in the Region representing the Marketing function in the Latam Board.Key accountabilities: Latam Strategic priorities and Plan sign-off between Countries and Categories, ensure key Marketing processes excellence, embed ROI principles, leverage Market Development opportunities, cross-represent Local and Global teams in key forums, follow up key Latam cells performance to ensure key issues and opportunities are addressed: top projects, B.Equity, COTC, Markets and Shares.Key achievements: Latam Plan optimization significantly reducing the number of small projects to focus teams & resources in key Big Bets.Global and Local Teams alignment resulting in Key Projects delivery drastic improvement and unprecedented savings in marketing costs.Design and implementation of Latam Category Teams (LACTs) to drive synergies and accelerate performance, resulting in more than 60% of Latam key cells winning share consistently.

- Executive responsibility for the Foods Business in Argentina and Categories & Brands performance in Southern Cone.- Key accountabilities: Foods business short and long term strategy, development and execution of Marketing plans, market share, market development and business financial performance, A&P strategic choices, ROMI delivery and marketing team capabilities development. - Categories & Brands: Dressings (Hellmann’s, Fanacoa, Ri-k, Savora), Savoury (Knorr, Cica y Wilde), Beverages (AdeS, Lipton, Te Club, Emblem), IC Chile (Bresler, Mágnum, Cornetto), Spreads Chile (Dorina y Bonella).- Direct reports: 4 Marketing Directors in Argentina & Chile and 5 Marketing Managers in, one in each of the other countries of the MCO. - Member of Southern Cone Board reporting to the MCO EVP.

Responsible for developing and executing the Category and Brand Marketing plans in Argentina, Uruguay & Paraguay.Key accountabilities: market share, market development and financial performance.Brands: Cif, Ala (dish wash), Vivere y ComfortKey achievements: Successful launch of Cif Dish Wash. Successful launch of Cif Power Cream (Sprays) Market share growth, strengthening Leadership in all the Categories.

Responsible for developing and executing the Category Strategy and Brand Marketing plans including both, the Brand Building & Brand Development functions. Key accountabilities: Market share, market growth, financial performance, innovation and communication development and deployment. Brands: Knorr, Cica and Wilde. Key achievements: Market share growth in Bouillons (83% to 85%) and Soups (87% to 88%). Soups penetration and average consumption record (market development strategy) Instant Soups development strategy including the successful Knorr Quick “Rhino” advertising (new brand communication idea). Successful migration of Cica Tomato Sauces to Knorr, growing market share.

Responsible for developing and executing the Category Strategy and Brand Marketing plans including both, the Brand Building & Brand Development functions. Key accountabilities: Market share, market growth, financial performance, innovation and communication development and deployment. Brands: Hellmann’s, Ri-K (value brand), Fanacoa (price brand) and Savora (mustard local jewel) Key achievements: Hellmann’s brand equity strengthening through successful Masterbrand campaign. Market share growth to historic high levels (64% to 68%) Accelerated growth of Ketchup and Mustard Business through market development

Key achievements:Record market share in Bouillon.Outstanding new Knorr Mastebrand brand Communication Idea including the multiple award-winning campaigns “Sopa de Letras” (2002) and “Barco” (2003), which delivered not only strong equity, volume and share growth, but also were the inspiration for the new global communication strategy in the following years. Successful development and launch of Knorr Seasonings (Cubes and Powders), achieving Category leadership with more than 60% market share.

Argentina

Key achievements:Knorr Dishes launch: first brand expansion into new Categories.Category Leadership in both Pasta and Rice Dishes competing against plain Pasta and Rice leaders (Matarazzo and Gallo).

Argentina

Started as Junior Sales rep in charge of mom'n pop stores as trainee and then Assistant to Key Accounts Manager.

Bachelor Of Business Administration, Marketing & Business

Master, Internet Business, Master

Executive Coach, Business And Social Skills, Executive Coach Certified By The Icf