Marcelo Ginestel Lauras

Marcelo Ginestel Lauras Email and Phone Number

Vice President Marketing at Kent Pet Group, Inc. @ Kent Pet Group, Inc.
Marcelo Ginestel Lauras's Location
Racine, Wisconsin, United States, United States
Marcelo Ginestel Lauras's Contact Details

Marcelo Ginestel Lauras personal email

n/a
About Marcelo Ginestel Lauras

I'm a passionate and energetic business leader with a general manager mindset and a remarkable experience in Global Business Management in the areas of Marketing, Brand Management & Communications, Innovation, and Sales. What I do - My Know How - My Passion:- Build and grow Brands and Businesses in a breakthrough, sustainable and profitable ways.- Research and dive deep into information to understand consumer's and market's realities, and to identify relevant insights, untapped needs and ways to monetize them.- Select, Coach, Develop and Promote talent. I like to Inspire and help talented professionals to give their best self, personally and professionally.- Lead multicultural and cross-functional teams.- Build and nurture partnerships across levels and areas within and outside the organization, always based on trust and Integrity, and towards the fulfillment of business timely goals and organization's timeless mission.I have a track record of delivering sustainable Market Share, Revenue and Bottom Line growth for the brands and businesses I managed.I managed to grow global brand portfolios of US$ 2 BN revenue, partnering with teams in 90+ countries, both emerging and developed ones.Lived and worked in 3 countries (Argentina, Mexico, and the USA) while had the incredibly enriching opportunity to conduct "in-situ" research with consumers in more than 35 countries, having access to their homes, environments and cultures . As a result, I can relate and better understand trends, patterns, relevant similarities and differences between those consumers and markets around the world, and develop Brands & Business Strategies, Innovations, and Messages with Global Scale and Local Relevancy. I'm committed to having a positive impact on people's lives through the work I do, the brands and businesses I manage and the organizations I work for, and very importantly, to do it honoring Integrity.

Marcelo Ginestel Lauras's Current Company Details
Kent Pet Group, Inc.

Kent Pet Group, Inc.

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Vice President Marketing at Kent Pet Group, Inc.
Marcelo Ginestel Lauras Work Experience Details
  • Kent Pet Group, Inc.
    Vice President Marketing
    Kent Pet Group, Inc. Apr 2021 - Present
    Muscatine, Iowa, Us
    Partnering with one of the industry's most talented ,experienced and passionate teams, to sniff business possibilities, fetch brand growth opportunities, and delight both Pets and their Parents with Sustainable solutions kind to them and our Planet.
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  • From2 Consulting
    President - Founder
    From2 Consulting Jul 2016 - Present
    Helping businesses and organizations to build effective strategies, strengthen their brands and product/service portfolio, elevate their marketing game, delight their customers and grow their businesses.
  • S.C. Johnson & Son, Inc. Racine Wi. Usa
    Head Of Global Marketing Brand Management - Innovation - Home Cleaning
    S.C. Johnson & Son, Inc. Racine Wi. Usa Jul 2015 - Jul 2016
    Racine, Wi, Us
    - Led development of Innovation Strategies and New Products Roadmaps based on Demand Spaces, White Space analysis, Category Reframing, Consumer Insights, segmentation and trends. - Created a New Product pipeline of +600MM combining close-in and disruptive innovation.- Built capabilities and processes to deliver best in class consumer-centric and brand building Innovation (Integrating Brand Humanity, Consumer Insights and Passion Points, Technology Roadmaps and UX).- Led Innovation initiatives focused on e-commerce channel leveraging consumer behavior, insights and needs as well as different e-commerce fulfillment methods.- Developed Innovation portfolio for Low-Income consumers at the Base of the Pyramid.
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  • S.C. Johnson & Son, Inc. Racine Wi. Usa
    Sr. Director Marketing Brand Management - International Markets - Pest Control
    S.C. Johnson & Son, Inc. Racine Wi. Usa Jul 2014 - Jun 2015
    Racine, Wi, Us
    Led development, alignment, and execution of marketing strategy including brand portfolio management, Innovation and integrated marketing campaigns for Latin America, Asia, Africa and European markets with $1.7 BN sales.in partnership with US leadership team.. Collaborated with Global Agency partners and key business leaders in the development of New Brand Strategies, Positioning and Architectures key Global brands (Raid, Off, Baygon).. Championed the development of Integrated Marketing campaigns including Digital, SEM, Social Media, and PR/Events.. Led holistic business turnaround plans for key geographies under competitive pressure resulting in revenue and market share recovery, through Innovation, media shifts (from Traditional to Digital) and communication style (from purely functional to emotional engagement). . Led a global portfolio optimization, formulas & components harmonization, and SKU reduction program to increase scale, efficiencies, and increase profitability.
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  • S.C. Johnson & Son, Inc. Racine Wi. Usa
    Sr. Director Marketing Brand Managent - Developing Markets - Pest Control
    S.C. Johnson & Son, Inc. Racine Wi. Usa Dec 2010 - Jun 2014
    Racine, Wi, Us
    - Lead development and coordinated implementation of Brand strategies for Pest Control (US$1200 MM) across developing markets including pricing strategies, marketing mix modeling and analysis, competitive intelligence, and development of Integrated Marketing Communication campaigns. Delivered record Historic Sales and market shares for 3 consecutive years, +30% NS growth, +40%PC growth. - Responsible for leading disruptive new product Innovation programs to unlock Household Penetration and distribution expansion targeting consumers at the Base of the Pyramid. . Led and coached a multicultural and multinational marketing team being able to promote 80% of team members to higher responsibility roles.- Developed and Implemented portfolio harmonization and complexity reduction programs which delivered cost savings of $180 MM.. Participated in M&A for key brands and businesses in Europe and Asia, as well as Integration processes and in some cases brand transitions to established global brands..
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  • S.C. Johnson & Son, Inc. Racine Wi. Usa
    Marketing Director - Developing Markets - Air Care (Glade)
    S.C. Johnson & Son, Inc. Racine Wi. Usa Jul 2006 - Dec 2010
    Racine, Wi, Us
    • Developed and coordinated implementation of Glade Brand strategy for the Continuous Action Air Fresheners segment, across Latin America, Asia, Africa and Easter Europe. * Delivered record Revenue growth (CAGR >40%) , DPM and Bottom Line growth and Market Share for 4 consecutive years.• Developed and Launched a new technology platform strategy, portfolio road-map and Marketing strategy which generated an incremental business of $150 MM globally, and boosted Glade's Market Share to achieve #1 position.• Created and implemented an End To End "Fragrance Experience Centered" Brand Strategy , which through Fragrance Innovation, and Fragrance Focused Integrated Marketing Communication campaigns delivered Brand Sales and Market Share Growth across segments, while new fragrances launched, achieved Best Seller positions (Top 3) across key geographies . • Participated in the Company's first Global Innovation Project applying "Design Thinking" which beyond delivering successful new products to market, established a Best In class new culture and approach to innovation (User Centered)• Responsible for creating a Market Entry strategy into Japan (Biggest & most competitive Market worldwide)
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  • S.C. Johnson & Son, Inc. Racine Wi. Usa
    Regional Category Director , Latin America- Air Care (Glade, Lysofom, Oust)
    S.C. Johnson & Son, Inc. Racine Wi. Usa Nov 2004 - Jul 2006
    Racine, Wi, Us
    • Developed and implemented marketing & communication strategies for the region, achieving record Market Shares in 90% of geographies.• Led new product development targeted specifically to the region as well as adapting global initiatives to latin-american consumers and market realities.• Led competitive analysis for the region and developed tailored plans to attack/preempt competitors in key markets.
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  • Sc Johnson
    Regional Marketing Manager, Center Of Innovation, Insecticides Category
    Sc Johnson Dec 2001 - Jul 2004
    Racine, Wi, Us
    • Responsible for new product strategic planning and development for Latin America supporting Europe and Asia, by leading a multifunctional team.• Lead brain-storming sessions, and consumer research across geographies.• Developed Mktg launch guidelines for new product launches (Pricing, distribution, Mktg support)
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  • Sc Johnson & Son De Argentina Saic
    Brand Manager Southern Cluster (Raid, Off, Glade, Shout, Pledge, Grand Prix)
    Sc Johnson & Son De Argentina Saic Jun 1998 - Nov 2001
    • Developed and implemented brand and marketing programs for different product categories, for Argentina, Paraguay, Chile, and Uruguay. The largest brand, Raid, reached annual revenue and market share records in Argentina.• Developed and launched new products and brands. Long-term product portfolio planning by brands and segments.• Worked on the planning of advertising strategies (interaction with advertising agencies and mass alternative media). • Developed commercial plans for alternative distribution channels (product portfolio / pricing / promotions / etc.).
  • Sc Johnson & Son De Argentina Saic
    Sales Manager Wholesalers And Supermarkets
    Sc Johnson & Son De Argentina Saic Jul 1996 - Jun 1998
    COMMERCIAL AREA (Sales)• Planning and development of annual negotiations with key global accounts as Carrefour, Auchan, Wal Mart.• Development and implementation of plans to increase profitability of key accounts (Product mix / Product contribution / Menu pricing).• Development of the Merchandisers National Plan (definition of responsibilities – compensation study – budgeting system – benchmarking – incentive system).
  • Sc Johnson & Son De Argentina Saic
    Key Account Supermarkets/ Wholesalers / Distributors
    Sc Johnson & Son De Argentina Saic Oct 1993 - Jun 1996
    Commercial Area (Sales)• Development, performance, follow-up of annual agreements / negotiations (Wal Mart – Carrefour – Auchan).• Implementation of Category Management and display strategies in hypermarkets.• Development of sale strategies by channel.• Negotiation to open global accounts, menu pricing.
  • Techint Holding
    Holding Presidency Auditor
    Techint Holding Sep 1990 - Mar 1993
    Ar
    • Accounting and operation audits for the different companies of the holding..• Design of administrative processes.• Participated in evaluation of privatization of public companies, including company takeovers.
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  • Tecpetrol - Techint Holding
    Account Analyst
    Tecpetrol - Techint Holding Sep 1991 - Dec 1991
    Ciudad Autónoma De Buenos Aires, Buenos Aires, Ar
    • Preparation of accounting statements and financial analysis for the bidding processes
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Marcelo Ginestel Lauras Skills

Competitive Analysis Cross Functional Team Leadership Brand Management Product Development Strategy Management Marketing Strategy Integrated Marketing Segmentation New Business Development Leadership Marketing Research Marketing Advertising Pricing Latin America Business Strategy Fmcg Consumer Products Social Media Marketing Digital Marketing Market Research Fast Moving Consumer Goods Customer Insight Marketing Management Strategic Planning Trade Marketing Business Planning International Marketing Pricing Strategy Business Development Negotiation Shopper Marketing P&l Management Brand Architecture Market Analysis Team Leadership Product Innovation Brand Equity Sales Product Marketing Brand Development Sales Management Forecasting Market Planning Budgeting Consumer Behavior Project Management E Commerce Retail

Marcelo Ginestel Lauras Education Details

  • Iae Business School
    Iae Business School
    General Management
  • Center For Creative Leadership
    Center For Creative Leadership
    Organizational Leadership
  • Universidad De Palermo
    Universidad De Palermo
    Strategic Marketing
  • Pontificia Universidad Católica Argentina 'Santa María De Los Buenos Aires'​
    Pontificia Universidad Católica Argentina 'Santa María De Los Buenos Aires'​
    Public Accountant & Business Management
  • Pontificia Universidad Católica Argentina 'Santa María De Los Buenos Aires'​
    Pontificia Universidad Católica Argentina 'Santa María De Los Buenos Aires'​
    Business Administration

Frequently Asked Questions about Marcelo Ginestel Lauras

What company does Marcelo Ginestel Lauras work for?

Marcelo Ginestel Lauras works for Kent Pet Group, Inc.

What is Marcelo Ginestel Lauras's role at the current company?

Marcelo Ginestel Lauras's current role is Vice President Marketing at Kent Pet Group, Inc..

What is Marcelo Ginestel Lauras's email address?

Marcelo Ginestel Lauras's email address is ma****@****.com.ar

What is Marcelo Ginestel Lauras's direct phone number?

Marcelo Ginestel Lauras's direct phone number is +126226*****

What schools did Marcelo Ginestel Lauras attend?

Marcelo Ginestel Lauras attended Iae Business School, Center For Creative Leadership, Universidad De Palermo, Pontificia Universidad Católica Argentina 'santa María De Los Buenos Aires'​, Pontificia Universidad Católica Argentina 'santa María De Los Buenos Aires'​.

What skills is Marcelo Ginestel Lauras known for?

Marcelo Ginestel Lauras has skills like Competitive Analysis, Cross Functional Team Leadership, Brand Management, Product Development, Strategy, Management, Marketing Strategy, Integrated Marketing, Segmentation, New Business Development, Leadership, Marketing Research.

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