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CARGANDO

Roberto Balandrano

    He leído y acepto el aviso de privacidad y términos de uso de Soluciones en Recursos Humanos MAFESA, S.A.S.(Soluciones RH), a quienes autorizo a enviarme información relacionada con el o los servicios sobre los cuales estoy solicitando dicha información.

    Summary:

     

    Marketer majored in strategic marketing, fifteen years of corporate experience within the commercial field, mostly at marketing and sells of FMCG and Services of Blue Chip Companies; leading teams for developing & launching of new products, ATL & BTL campaigns, media planning, market analysis, P&L and budget control.

     

    Ten years of Entrepreneurship, involved in personal and associated projects, from conception to found raising, pertnership or solo ventures…

     

    Main strengths are on, innovation, creativity, team working, business development and data analysis.

     

     

     

    Entrepreneur History:                                                         November ´06 – today

     

    Nine new business ventures within the consumer, services and industrial markets.

     

    ·       Ongoing

    ·       Launched a Marketing Consulting firm focused on SMB solutions

    ·       Home Brew Supply Store, an e-commerce project to be launched by the end of 2016

     

    ·       Stand by

    ·       Craft Beer Project, producing own brand, restaurants taylor made styles and managing 3rd party brands

     

    ·       Closed

    ·       Launched CMC, a Job Search website for professionals, providing tools for replaning their carrer strategy

    ·       Launched Intellihouse, representing “Inelli”, a Spanish line of domotic products and solutions

    ·       Commercial representation of high end Spanish wines, olive oils and gourmet foods for México

    ·       Launched “Terssa” brand, a low end line of toilet and tissue paper for the WS segment

    ·       Join venture to represent “Petromax”, an innovative enviromental oil industry cleaning chemicals

    ·       Join venture to represent “SecureNet” in México, an innovative App and set of solutions for home security

     

     

     

    Professional History:

     

    The Marketing Connection                                                                           November ´06 – today

    Partner / Director

     

    Responsibilities:

     

    ·       Develop new accounts and business opportunities

    ·       Lead a group of freelance and commercial associates to develop and deliver customized marketing strategies and solutions for our clients

    ·       Help our clients to effectively implement those strategies, improving their commercial performance and ROI

     

    Main achievements:

     

    ·       Kept business running and evolving through the past ten years

     

    ·       Developed “niche” solutions that can easily be replicated within the SMB segment, but flexible enough to be as unique as the clients are

     

    ·       Developed accounts in so diverse markets such as packaging, private security, health, financial and consumer

     

    ·       Held gross sells average of $4M MXP for the past five years

     

     

     

     

    Universidad Tecnológica de México (UNITEC)                               November ’04 to November ´06

    Corporate High School Marketing Director.

    Responsibilities:

     

    ·       Launch the whole “High School” concept as an independent and “innovative” product

    ·       Position the UNITEC brand name amongst jr. high schools

    ·       Improve customer satisfaction amongst current students so they will choose UNITEC for their college education

     

    Main achievements:

     

    ·       Launched of “Prepa Digital”, positioning it as a unique teaching model that combines multimedia & interactivity within the classroom, improving new enrolment 11% vs. previous year, equivalent to $1.3M usd.

     

    ·       Along with the agency, developed a new advertising campaign, breaking all previous concepts about advertising in education, based on target & product instead of the institution, achieving excellent reminders with 41% TOM & 71% SOM.

     

    ·       Coordinated digital strategies for branding & tactical activities, improving data base in 5% vs. LY, creating a follow up procedure for call center that improved effectiveness in 21% equivalent to $707k usd.

     

     

    Kimberly Clark de México                                                                            September ’02 to October ‘04

    Sr. Brand Manager

     

    Responsibilities:

     

    ·       Manage Child Care and Baby Wipes product lines

    ·       Develop and launch new products in the category

    ·       Improve market share and ROI for the whole product line

     

    Main achievements:

     

    ·       Accomplished a 27% gross sells growth in child care (9 pp above market) vs. ’03, increasing value market share in 6 pp (from 83 to 89%), equivalent to $6.6 million USD.

     

    ·       Successfully launched «UP & DOWN», positioning it as a «diaper with underpants shape for active kids», reaching a 9% market share in only 10 months, equivalent to $3.1 million USD.

     

    ·       Relaunched Pull Ups with new image & characters, increasing unit sales in 30% vs. ’03 and market share in 5 pp (from 47 to 54%), equivalent to $3.7 million USD.

     

    ·       Improved & re-launched KleenBebé baby wipes, growing unit market share in 11 pp (from 5 to 16%) in only 8 months, equivalent to $15.1 million USD in net sales.

     

     

    Hewlett Packard – (Compaq Computer de México)                                                       October ‘01 – July ‘02

    Sr. Product Manager

     

    Responsibilities:

     

    ·       Manage corporate Desktop line

    ·       Develop and lead the SMB channel

    ·       Improve market share and ROI for the whole product line

     

    Main achievements:

     

    ·       Implemented direct activities to SMB (road shows, low end product lines, an aggressive bonus program so that new reseller will join Compaq products). It all represented 36% of the product line sales during ’02,

    ·       Brought revenue back to positive numbers, reporting $19.5 million USD (12% PFO) in ’02.

     

     

    Procter & Gamble – (Gillette de México)                                                                        September ‘98 – September ‘01

    Sr. Brand Manager

     

    Responsibilities:

     

    ·       Manage Duracell Brand, Gillette’s second most important brand

    ·       Improve market share and ROI for the whole product line

    ·       Lead and Develop a group of excellent young marketers

     

    Main achievements:

     

    ·       Reported strong financial growths in ’00 vs.’99: nets sales 21% equivalent to $12.1 million USD, PC 53% equivalent to $14.5 million USD, & DMC 32% equivalent to $6.3 million USD.

     

    ·       Reached historical market share during Xmas ’00, 32% vs. 29% from previous year, equivalent to $3.1 million USD.

     

    ·       Launched «Duracellerate» consumer promotion during summer ’00, pushing our premium brand «Duracell Ultra» & gaining incremental sales for $1.7 million USD & 3 pp in share (July- August ’00 vs.’99).

     

    ·       Negotiated crossed promotions with Coca-Cola & Hasbro, gaining additional sales for more than $2.0 USD & 1 pp during Xmas season, additional 677 TGRP’s (470 from Coca-Cola / 207 from Hasbro) in TV, equivalent an investment of $2.3 million USD.

     

     

    Grupo Roche Syntex                                                                                                       September ‘96 – September ‘98

    Consumer Product Manager

     

    Responsibilities:

     

    ·       Manage the Diabetes      Care product line

    ·       Introduce the Diabetes Care product line & self-monitors «Accutrend» to the retail channel

    ·       Improve market share and ROI for the whole product line

     

    Main achievements:

     

    ·       Helped to negotiate & list the whole line at main SSS Chains (Wal-Mart, Carrefour, Gigante & Comexa)

     

    ·       Improved net sales in more than 100% during ’97 (market grew 48%) & 10 pp (from 25 to 35%) in market share vs. previous year, equivalent to $3.3 million USD.

     

    ·       Increased net sales in 37% ($2.3 million USD from Jan – Aug ’98) vs. previous year positioning Accutrend as the number one brand in Self Sservice Stores, reaching a handsome 37% of market share.

     

     

    Academic history:

     

    ·       Masters

    Universidad del Valle de México 1997

    ·       Strategic Marketing

    ·       Degree

    Universidad del Valle de México 1992

    ·       Marketing

     

    Courses:

     

    ·       Media management by MediaCom

    ·       Media management by McCann Erickson

    ·       Finance for non-finance professionals at Gillette

    ·       Building Strong Brands by Peter Sealy

    ·       Managing & developing Key Accounts at Roche

    ·       Retail Index & Infact by AC Nielsen

    ·       Mercateens ’06

    ·       Mercakids ’04 by Katedra

    ·       Priority management at SCPM

    ·       Marketing Symposiums (many)

     

     

    Languages:

     

    ·       Spanish: Native

    ·       English: Fluent for business

     

    About Candidate

    Marketer majored in strategic marketing, fifteen years of corporate experience within the commercial field, mostly at marketing and sells of FMCG and Services of Blue Chip Companies; leading teams for developing & launching of new products, ATL & BTL campaigns, media planning, market analysis, P&L and budget control. Ten years of Entrepreneurship, involved in personal and associated projects, from conception to found raising, pertnership or solo ventures… Main strengths are on, innovation, creativity, team working, business development and data analysis.