FMCG, Dairy (joint venture with Pascual), Home Care, Personal Care, Food

FMCG, Dairy.Leading the joint venture between Pascual and Nuvi Group, to become a dairy leader in the Angolan market, with the development and local production of various dairy categories.Key achievements:• Grew 3x Yogurt business, to become category leader.• Developed and launched UHT milk - becoming 3rd milk brand after only 6 weeks-, Powder milk and Flavored milk portfolios.• Defined value proposition for each product.• Built Route to Market and defined channel priorities.• Developed marketing and trade marketing plans.• Defined 5 years strategic roadmap, including innovations and investments.

Created a start-up during Master program, including: target definition and analysis, USP, Business Model, P&L scenarios, Pricing model, Go-to-market, buyer persona, definition of the different stages of Consumer Funnel.Developed an MVP using SaaS platform Sharetribe.The project was one of the 10 start-ups selected for an acceleration program, but had to be put on hold due to covid-19.

Member of the ExCom, with the aim to lead the Marketing and Trade Marketing departments and define its growth and transformation in the new strategic plan. I was also the key contact for our main suppliers, PepsiCo, Suntory and Mahou, developing their regional marketing and trade plans.Achievements:• Established the Marketing and Trade department, defining the strategic direction, way of working, innovation and budget needed, with a clear 5-year plan, P&L projection, and a comprehensive route to follow in the coming years.• Reorganized the Marketing and Trade Marketing functions, resulting in a more efficient use of time, higher quality attention to our suppliers and a stronger focus to our own brands.• Developed and executed the regional channel plans of PepsiCo and Suntory.• Developed new strategy and positioning and launched a new communication platform (with digital, social media, events and sponsorship) for Clipper that set-up the basis for the brand future and increased social media engagement +30%.• Increased 5% extra on revenues by developing and launching two limited edition variants of Clipper.• Changed positioning of Energy Drinks portfolio to ‘natural energy’ value proposition, with packaging change, new formats and higher price point, recovering listing in lost clients and achieving positive GPC.Responsibilities: Strategy | Marketing Plan | P&L | A&P allocation | Communication ATL & BTL | Digital media & Social media plans | Price and promotions | NPDs | Team development | Relationship with key Suppliers.

Responsible for the P&L, topline and bottom line of categories Milk, Flavoured Milk, Drinking Yogurt, Milk powder, Growing-up Milk and other dairy for Middle East (315mio USD in revenues) and for the acceleration, development and launch of innovations, with price and costs responsibility, to ensure margins growth.Also, I detected through consumer research that Saudia (#1 brand in UHT milk and heritage brand in the country), was losing relevance among youger generations. To turn this around, I developed a 3 year communication plan transitioning from the 'old good times' into a new communication platform 'Taste for Life'.Achievements:• Led the Plain Milk business to its highest market shares in Value and Volume ever.• Strategically re-positioned Milk business, developing a 3Y communication plan and first ever 360 campaign (TV, Digital, BTL), to transition from the old times with a 40th Anniversary campaign into the new ‘Taste for Life’ platform, with a new fresher tone for the brand. Brand consideration grew +2p among younger mothers.• Developed first ever segmentation by targets for the Milk portfolio, including full packaging redesign, to balance sales between varieties, resulting in growth of Low Fat and Skimmed Milk.• Created 2 TVCs for the Back to School period and one mega promotion with Digital and outdoor media, to offset introduction of VAT in the country, managing to keep volumes in that period.• Developed first Functional milks range (Cholesterol reducer and Calcium) to increase margins for Saudia.• Repositioned Flavoured Milk portfolio, differentiating from competition in image and targeting younger kids.• Developed and launched 3 new products for different targets (teens: drinking yogurt+fruit juice, children: dates milk and mothers: soy milk). Created positioning and communication campaign for all of them (Digital, Social media & influencers, Outdoor). Extra revenues of 3mio USD were achieved.

During this period I worked as an expat in Venezuela, for the joint venture with Empresas Polar (largest Venezuelan FMCG group, 7bn USD turnover). Objective of the project was to launch a whole new yogurt business to revolutionize the category and my mission was to lead the Marketing area within the cross-functional team, creating the marketing mix from scratch and to act as link between the two companies of the JV, reporting to ExCom.Achievements:• Created two new yogurt brands from scratch: naming, logos, BVI, packaging, positioning, personality, communication platform.• Defined the launch strategy and portfolio (6 families: flavoured, fruit, skimmed, creamy, cereals and digestive - 39 sku’s).• Developed a +20mio USD “wow” 360º Marketing Plan, including 6 TVC’s, radio, press & magazines, metro, bus and bus stops, shopping malls, POP materials, digital, a Facebook app and a massive sampling at national level (1.25mio units in just 8 weeks at multiple locations).• Developed the Trade Marketing plans and the pricy policy, constantly updating it in a hyper inflation scenario, to ensure margins and competitiveness.• As brand champion, carried out national roll-out and presentations to key stakeholders and sales teams.• Results:➤ MiGurt rockets to become market leader after just one year with 37% SOM➤ In Year 2, volumes planned for year 7 are surpassed➤ Moreover, Yogurt category revitalizes growing +52%Responsibilities: Strategy | Marketing Plan | Management of a marketing budget +20mio USD | Creation of marketing mix | Development of ATL, BTL and Digital communication | Team leading | Executive reporting.

Managing the two largest categories within the company, first whisky portfolio (Dewar’s “White Label”, Dewar’s 12, Dewar’s Signature, Aberfeldy 12 & 21, William Lawson’s) and then Martini and 3rd party brands Mateus and Drambuie.Achievements:• Designed the launch strategy and the Media and PR plans for Martini Gold, new ultra-premium variety.• Defined and executed an acceleration plan for Martini Rosato, with ATL, BTL, distribution tools and visibility at the point of sale.• Participated in the launch of ‘Chispazo’, a new consumption proposal in collaboration with Coca-Cola.• Developed and implemented a new 360º communication territory (Dewarism), with local creativity featuring global celebrities (e.g. Tarantino, Adrien Brody, Clive Owen).• Developed a new Experiential Platform in line with this new territory which included three large events.• Defined the digital strategy, created the first local website and managed two exclusive online actions, with CRM and social networks.• Defined and managed a “tailor-made” regional growth plan for the On-premise.• Redesigned Off-premise promotional strategy and pricing policy generating savings of +200k € by optimizing promotions and stopped long term decreasing trend.• Dewar’s 12: defined a growth strategy, based on premium actions to VIPs.Responsibilities: Strategy | Brand Plans | P&L | ATL, BTL and Digital communication | Media plan | Large experiential projects (from briefing to the media coverage plan) | On-premise channel plans | Pricing policy in Off-trade | New consumption proposals | Team management and development.

Responsibilities: Working for Mistol (dishwashing liquid) and Vernel (fabric finisher) - Control of P&L and A&P | Market shares analysis | Promotions | Prices | Market research | Brand tracking | Marketing Plan.Achievements:• Implemented a repositioning project for each brand, with changes in all elements of marketing mix (varieties, formats, labels, prices, promotional plan, media campaign).

• Developed a Business Case for products Plastic Fender and Fuel Cap for the automotive industry.