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Business Development - Brand Manager

I am currently available for work
Serial No: 4236
(13/02/1970, male)
List top 5 skills: analytical skills, creative, leadership, result oriented, strategic
Current location: 

Mexico - View on map

Kruger Products, Mexico; Canada — August 2004 to Present
DIRECTOR OF BUSINESS DEVELOPMENT: MEXICO DIVISION (since 8/07)

  • Oversee development and execution of sales and marketing plans for Kruger Products Mexican Operations including management of key accounts (Walmart, Sam’s and Superama); increase customer base through the development of marketing strategies and end-user development plans

    • Develop and implement new product launches; approve graphics, planning, packaging, planograms and documentation prior to initial shipping schedule
    • Analyze local demographics and market data to identify competitive activity and capitalize on new areas of opportunity
    • Maintain extensive, ongoing communication with Wal-Mart and Sam’s Buying, Replenishment and Logistics Groups in an effort to support and expand brand revenue and distribution and logistics optimization
    • P&L responsibility to ensure accurate financial statement generation, tracking and reporting
Specific Accomplishments:
  • Currently working with R&D and Product Development to launch new converting technology in White Cloud Bathroom Tissue; expected to win-back 10% share points at Walmart
  • November 2012 - launched 3 Walmart Facial Tissue items and 2 new White Cloud napkin items projected to drive incremental market share 8% / 5% respectively by the end of 2013

    • Increased Sam's Members Mark Bathroom Tissue fill rates from 85% to 99% (3/11-10/12)
    • + 10% unit and sales growth for Members Mark Bathroom Tissue (2012)
    • Increased White Cloud market share in Walmart Facial Tissue Category from 1% to 3.2%
    • Increased White Cloud market share in Walmart Paper Towel Category from 6.2% to 11.0%
  • Spearheaded 2006 launch of White Cloud Brand in Mexico Walmart stores; developed and conducted packaging research, pricing, trade marketing and advertising campaigns

    • 6% share gain of Walmart tissue sales (2006-08)
  • Identified and contracted low cost warehousing space and reliable freight transportation companies

    • Implemented new distribution model for White Cloud Brand reducing freight costs by 40%
    • Realized $200k annualized freight savings via implementation of backhaul circuits
  • Manage local 3rd party manufacturing company; monitor demand plan/production ensuring customer KPI service levels are aligned (fill rate, in-stocks, backorders and on-time distribution center arrivals)
  • Conducted and filed two qualitative and quantitative brand equity studies (2006-11)
MARKETING MANAGER: U.S. WHITE CLOUD BRAND (8/04-8/07)
  • Responsible for qualitative and quantitative research to develop new White Cloud Bathroom Tissue brand positioning. Included segmentation and brand equity studies

    • Developed road map for relaunch of White Cloud Bathroom Tissue as an exclusive brand for Walmart US; grew market share from 7.6% to 14.6% by the end of 2007
    • Developed and Implemented White Cloud digital social media strategy (2007)
    • Launched White Cloud Facial Tissue Aromatherapy and Lotion products gaining 3.0% market share of Walmart Category sales
  • Manage new product development including direct advertising and packaging agency contracting, develop sales and profit target forecasts to ensure fill rates and in-stocks were inline with targets
  • Developed first TV advertising campaign
Cadbury Adams, Toronto; Ontario — June 2003 to May 2004
BRAND MANAGER: TRIDENT, CHICLETS, HALLS
  • Project Team leader/contributor:

    • Developed Trident Slab flavor strategy for 2005 line up
    • Implemented Chiclets radio promotion supporting the brand introduction in French Canada
    • Developed Halls TV advertising campaign for 2005 winter season; launched Halls Herbal Soothers in Canadian market
Boulevard Media Canada, Vancouver, BC — August 2002 to May 2003
SENIOR BRAND MANAGER: DIRECT RESPONSE TELECOM SERVICES
  • Creative strategist responsible for the development and implementation of brand positioning and segmentation studies targeting US and Canadian markets

    • Implemented TV media buying strategy resulting in immediate +37% direct response growth
    • Developed consumption model designed to accurately predict project acquisition and member retention rates
Gillette Canada, North York, Canada — October 2001 to July 2002
BRAND MANAGER: BRAUN HOUSEHOLD & SHAVER PRODUCTS; ORAL-B DENTAL PRODUCTS
  • Developed consumer marketing campaigns introducing new products and repositioning existing products within the Canadian market

    • Oral-B (+10%); Braun Shavers (+41%); Braun Household (+35%)
Reckitt Benckiser, Toronto, Canada; Cali, Columbia — June 1997 to September 2001
BRAND MANAGER: EASY-OFF; MOP & GLO; GLASS PLUS; OLD ENGLISH; LIME-A-WAY; BRASSO; SILVO; HARPIC; SANPIC; POLIFLOR
  • Developed consumer marketing campaigns introducing new products and repositioning existing products within the Canadian and Colombian markets

    • Easy-Off (+81.6%); Old English (+9.8%); Mop & Glo (relaunch +6%)

Spoken languages: 

English and Spanish

Locations I am interested in working:

Australia, canada, France, Germany, spain, switzerland, United Kingdom