Miguel Barcenas Email and Phone Number
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Marketing Strategist | Global Brand Builder | CEO of APV ConsultingOver 30 years of leadership in Marketing for top-tier CPG companies, including Procter & Gamble, PepsiCo, and Arby’s, with expertise across Non-Alcoholic Beverages, Cosmetics/Toiletries, OTC Pharmaceuticals, and Quick-Service Restaurants.10+ years of consulting experience in branding and commercialization for Mexican agricultural and seafood products, including serving on the Marketing Board for Avocados From Mexico™ and advising organizations such as Mexico Calidad Suprema, Sonora Spring Grapes, Divine Flavor, Grupo Alta, and the Global Shrimp Council.Founder and CEO of Another Point of View LLC (APV), a strategy and marketing consultancy helping businesses build brands and execute go-to-market strategies globally.Key Skills and Expertise:- Strategic Marketing & Brand Development- Trade Marketing & Consumer Insights- Global Marketing Leadership- Cross-Cultural Team Collaboration- Board-Level Advisory & Stakeholder Engagement- Passionate about delivering innovative, insight-driven strategies that drive growth in both established and emerging markets.
Global Shrimp Council
View- Website:
- apeamac.com
- Employees:
- 29
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Strategic Marketing ConsultantGlobal Shrimp CouncilFallbrook, Ca, Us
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Strategic Marketing ConsultantApeam, A.C. Jan 2011 - PresentMiami/Fort Lauderdale AreaStrategic Marketing Consultant and Board Member of the Avocados From Mexico Marketing Committee supporting the Association of Packers and Growers of Avocados From Mexico (APEAM), in charge of fully managing the international campaigns for the Avocados From Mexico TM (AFM) in Canada, Japan, China and acting as member of the Marketing Committee for AFM USA.The AFM Campaigns in USA, Canada and China have duplicated sales in volume and grown market share to 70-90 percent levels since new campaigns started in 2011. -
Strategic Marketing ConsultantGrupo Alta S.A.De C.V. Jan 2016 - PresentMiami/Fort Lauderdale AreaSupporting Grupo Alta in the Branding and Commercialization of diverse produce items under the "Divine Flavor" TM. Position includes managing Advertising Agency relationships, Corporate Image and Growth Strategy. -
Sr Marketing Director Core Brands LarPepsico Jan 2005 - Jun 2016Miami/Fort Lauderdale AreaResponsible for leading PepsiCo Latinamerica Core Beverages Marketing agenda (Carbonated beverages including Pepsi TM, 7Up, etc). Main responsibilities include overseeing Regional Brand Strategy, thematic advertising development and production, expansion of PepsiCo’s beverages portfolio across LAR as well as product and Packaging Innovation, new product launches (e.g. Pepsi Kick). Position also includes the development of Regional marketing platforms such as Music, Soccer, Baseball-MLB, and Consumer Engagement Platforms through Digital (e.g. Pepsi Project Refresh) as well as "Performance with Purpose" agenda via environmental/human sustainability and Community charity projects agenda. As a HQ staff manager I lead and supervise the local marketing teams and represent the Brands interest with Bottlers and franchisees. Working in conjunction with Global HQ in NY I support on the development of global marketing ammunition and new product development for PepsiCo Brands. -
Senior Director Trade MarketingPepsico Jul 2001 - Jul 2003Pepsico Hq - Purchase NyHead of Trade Marketing department for PepsiCo International. Responsible for the development and activation of Channel/Customer specific marketing programs across PepsiCo's beverage portfolio (Carbonated and Non Carbonated brands), across all relevant trade Channels (i.e. Modern Trade, Convenience & Gas, On Premise, Traditional trade, Food Cervice, Cinemas, Schools, etc.) and top Global Customers (Wal-Mart, 7 Eleven, Carrefour, Yum!, Exxon-Mobil, etc.). In charge of strengthening existing global customer partnerships and develop new ones by tailoring marketing activity to their key business objectives.Responsibilities include an on-going assessment of changing consumer dynamics through market research and an insights-driven approach to build objective, occasion based business solutions to optimize brand and category growth from merchandizing and promotional solutions to channel and pack price strategy. In charge of developing and selling annual marketing plans to the field and key global customers via top-to-top meetings at HQ level. Position reports directly to Pepsi’s Intl. CMO with support of 4 Marketing Directors/Managers. Acted as general coordinator of PepsiCo’s MID (Annual Marketing Initiatives Development Process) for International Brands ensuring timely development and deployment of all brand marketing initiatives and its delivery / presentation to the field with a standardized process/mechanism.
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Global Marketing Director Flavor Csd’SPepsico Jan 1999 - Jun 2001Pepsico Hq - Purchase NyWorld wide Marketing Flavors Director for PepsiCo's Flavor Brabds reporting directly to Pepsi's Intl. CMO. Role included guardianship of global Flavor CSD brands and development of marketing programs. Responsibilities include development of integrated Annual Operating Plans, marketing, advertising and promotional initiatives as well as New product development. Key achievements: Responsible for the most significant Volume and KPI's turnaround for the Brand in the last 10 years. Mirinda TM became the fastest growing brand in PCI under my tenure, driven key initiatives under a new Brand architecture, specifically: revised Brand positioning, Improved Formula, new packaging graphics, targeted advertising campaign and promotional platform (Video Gaming) supported by strategic alliances with key partners such as Sony, Nintendo, LCI, etc. Honored with PepsiCo's "President's Award" in 2001 for turning around the Mirinda Business worldwide.
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Marketing Director Pepsi Tm Mexico And Central AmericaPepsico Jan 1995 - Dec 1998Mexico DfRegional Mkt. Position in charge of the development and deployment of Annual Operating Plans including Marketing initiatives, Advertising, promotions and Media. Areas under my responsibility included all Cola Brands (Pepsi Cola, Pepsi Max and Pepsi Light). Key achievements: Successful Pepsi Brand national re-launch “Project Globe", and establishing the foundation for today's successful "Pepsi Soccer" and "Pepsi Music" programs in the region. Honored with PepsiCo's Roger Enrico's "Chairman Award" for outstanding contributions to the organizations related to Media negotiations that saved the company close to 35 MM USD.
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Marketing VpArby'S Restaurant Group Nov 1992 - Dec 1994Arby'S Mexico Hq - Mexico DfFull responsibility of marketing activities in Mexico including Advertising, Promotions, Strategic Planning and Development of the Franchise expansion across the country. The position reported directly to President of the Master Franchisee & indirectly to Franchisees Committee.Duties included: Development and implementation of sales and marketing plans and strategies; Preparation of annual budgets, media and marketing plans; New product development and Direct supervision of marketing execution, research, sales. . -
Marketing Brand ManagerP&G Jun 1987 - Jun 1992Brand Manager, Health & Beauty Care ProductsResponsibility: Brand management responsibilities for the following Brands - Oil of Olay, Pepto Bismol, Sal de Uvas Picot (Mexico's leading antacid) and Metamucil. Responsible for developing marketing strategies in line with worldwide guidelines but adapted to Mexican culture. Responsibilities included: Brand Strategies development, Marketing planning, sales forecasting, monthly A.C. Nielsen market data evaluation, advertising and promotions development, determination of products line-up and price pack and promotional strategies and control of product/brand contribution.
Miguel Barcenas Skills
Miguel Barcenas Education Details
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Computer Sciences And Informatics
Frequently Asked Questions about Miguel Barcenas
What company does Miguel Barcenas work for?
Miguel Barcenas works for Global Shrimp Council
What is Miguel Barcenas's role at the current company?
Miguel Barcenas's current role is Strategic Marketing Consultant.
What is Miguel Barcenas's email address?
Miguel Barcenas's email address is mi****@****ico.com
What is Miguel Barcenas's direct phone number?
Miguel Barcenas's direct phone number is +195497*****
What schools did Miguel Barcenas attend?
Miguel Barcenas attended Universidad Iberoamericana, Ciudad De México, Universidad Iberoamericana, Ciudad De México.
What skills is Miguel Barcenas known for?
Miguel Barcenas has skills like Marketing Strategy, Brand Management, Fmcg, Integrated Marketing, Market Research, Market Planning, Trade Marketing, Advertising, Shopper Marketing, Marketing, Product Development, Strategic Planning.
Who are Miguel Barcenas's colleagues?
Miguel Barcenas's colleagues are Idalia M Ibañez Bucio, Erendira Baez, Jorge Ángel Macías Saucedo, Jessica Anay Saucedo Vega, Lupita Mora, Blanca Solórzano Equihua, Apeam A C.
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Miguel Barcenas
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