Vanessa Montero Email & Phone Number

Perú

As the leader of the New Categories Business Unit at a dynamic Beverages and Foods company with a global footprint across Peru, Dominican Republic, USA, Guatemala, Brazil, and Haiti, I spearhead strategic initiatives to drive growth and market expansion. Leveraging my industry expertise, I identify emerging trends and capitalize on new market opportunities to ensure our company remains innovative and competitive in diverse international markets.As the CMO, I build strong brands and deliver tangible financial results through comprehensive marketing strategies focused on ROI and profitability. I develop regional strategies for our beverage brands and ensure financial goals are met. With a proven track record of measurable success and cross-functional collaboration, I lead transformative initiatives for sustainable growth.As a member of the Corporate Management Committee, I report directly to the Corporate CEO and serve as a link between the company’s board of directors and the business units. This corporate role is essential for maintaining strategic coherence and driving unified efforts towards the company’s goals.

Lima, Perú

Leading Gloria's business & marketing strategy and innovation pipeline with full P&L accountability. Responsible for the creation of the new Marketing Department, to step up marketing capabilities in the company focused on innovation and digital transformation. Also leading the Center of Excellence of Marketing for the company, which includes several support areas such as the Media & Digital Hub, Consumer Insights, Net Revenue Management & Pricing and the Nutritional Institute.

Lima, Perú

Creation of the Regional Marketing Center of Excellence in Alicorp, leading a set of diverse areas to the next level of value creation, enabling the marketing teams with powerful insights and competitive intelligence, enhanced consumer experiences and state of art digital tools. Leading a new team of 45+ professionals of multifunctional areas with specific and diverse background and challenges: Consumer and Market Insights, Digital Marketing & E-Commerce, Media Planning and the Start Up BU within Alicorp.

Departamento De Lima, Perú

Led the business, marketing and trade marketing strategy, innovation funnel and a multifunctional team of +50 professionals for the Foods Business Unit in Peru with +$500 million in annual sales. Responsible for the growth and profitability of 19 categories and +50brands, the integration of ADM Oil Business to Alicorp, the rebranding process of an iconic brand, the turn around of the tuna canned business and 2 special projects with our strategic partners Ideo (Design Thinking Innovation) and Roger Martin (Playin to win Strategy).

Departamento De Lima, Perú

In charge of Global Alimentos, an Alicorp subsidiary with sales of +$35 Millions, with presence in Peru, Bolivia, Ecuador and Panama. Led a team of +100 collaborators in Marketing, Trade Marketing, Sales, Finance, Supply Chain and Human Resources areas.Led the international expansion strategy of the Business and the integration to Alicorp, while delivering double digit growth, record market shares and outstanding brand equity results.

Departamento De Lima, Perú

Led Global Alimentos, an Alicorp subsidiary with sales of +$26 Millions and a team of +100 collaborators in Marketing, Trade Marketing, Sales, Finance, Supply Chain and Human Resources areas. I led the transition of Global to a corporate way of working, while improving the profitability trough revenue generating and cost saving initiatives. By the end of the first year, we hit a 5 points improvement of margins and double digit growth on sales. This was a General Management role with direct reporting to an Executive Board on monthly bases.

Lima, Perú

Led the business and marketing strategy for the Home and Personal Care Division with annual sales of +$250 millions and a team of 15 marketing professionals. I led the repositioning of iconic laundry brands Bolivar, Opal and Marsella, achieving record market shares and margins, i turned around the fabric softener business and launched the Stain Removers category. Over the first two years in charge i doubled the business and improved the margin in over 6 points, Detergents became the biggest and most profitable category of the company driving the outstanding results of the FMCG Division during those years.

Perú

In charge of the Home Care Division, reporting directly to the VP of Marketing.Led Home Care's expansion strategy, reversed the Laundry Soaps business through cost and price savings initiatives while maintaining our market share, reversed a declining brand (Opal) through repositioning, and developed a robust innovation funnel for Bolívar.I also redefined the Strategic Marketing Process for the FMCG Division.

Perú

Led the marketing strategy of iconic laundry brands Bolivar, Opal, Marsella and Trome with outstanding financial and brand results.I challenged the innovation strategy and redefined the way of working for the category, while implementing cost saving initiatives and new pricing strategies across our portfolio, consistently delivering double digit growth and margin improvement for the category and receiving several Effies for Opal, Bolivar and Marsella Brands.

Chile

Led the business and brand strategy, the funnel innovation and communication plan for the Skin Cleansing and Skin Care Division with iconic brands Dove, Pond's, Le Sancy, Axe and Lux with sales of +$60 Millions. I led the integration of the Alberto Culver Brands to our portfolio and the launch of a new promotional platform for the personal care division. I also worked directly with the Country Manager and the Executive Committee of Chile on a special assignment to redesign Chile's New Business Model Strategy and the presentation to Unilever's CEO Paul Polman.

Chile

I was in charge of the business and marketing strategy for the Ice Cream and Savoury categories with iconic brands Bresler, Magnum, Cornetto, Fruttare, Knorr and Malloa, with annual sales of +$60 Millions.I turned around the Ice Cream business, achieving record results in only 10 months. I led a deep redesign of the business model, changing our supply chain and sales strategies, an aggressive portfolio management review and cost reduction initiatives. On the marketing side i change the whole portfolio in record time and the new line up hit a record market share both in in home and out of home consumption.The results were outstanding, i received a special award within the company and external awards for our digital and communication campaigns (Effie and Digi Awards). In Savoury i launched a new product line of ready to eat sauces, and for the first time in 3 years we regain market share with Malloa.

Perú

Perú

Bolivia

Bolivia

Strategy

Leadership

Ingeniero, Ingenieria Comercial Con Mención En Finanzas

Ingenieria Comercial, Ingenieria Comercial

Authentic Leadership Program

Education record