University of Lincoln

IE (Instituto de Empresa)

ESIC: Business & Marketing School

IESE Business School - University of Navarra

Trade Marketing & e-commerce Director at Maxxium Spain (Beamsuntory & The Edrington Group)

Madrid, Spain

- Main Responsibilities & Achievements: Team (23 pax); TM Budget (15MM €); Business 175 MM€Lead on New HORECA Strategy to be the Worlclass Spanish Spirit Market Reference, where Trade Marketing Strategy is the key lever with 4 pilars to be developed: Value Proposition, Route to Market (New Customer Segmentation, Development & Portfolio Strategy by Segment), Innovative & Disruptive Activations and Loyalty Program.

Maxxium España SL

On Premise Trade Marketing Director (Trade Marketing, Shopper & Transformación Digital)

Responsible for Digital & e-commerce, Trade Marketing, Shopper y Category Mananagement at Spain's Leader Spirits Distributor owned by 2 Key Players: - Beamsuntory (Jim Beam, Yamazaki, Hibiki, Laphroaigh, DYC, Larios, Castellana, Courvoisier)- The Edrington Group (Brugal, The Macallan, Cutty Sark, Glenrothes, Famous Grouse, Highland Park)	Main Responsibilities & Achievements:- Creation of the new Trade Marketing department aiming to design, develop and implement Business/Brand Plans as part of the Channel & Customer Plan strategies and aligned with Brand strategies. Prime goal was reassuring at all times the highest Return on Investment on Customers/Regions/Brands. Additionally, responsible for Assortment, Price Policies, Promotional Plan and CatMan.- Responsible for Shopper Project to Maximize the Sales potential based on Turnover (Brand Loyalty + New Customers) - Responsible for the Digital Strategy’s launch and development in coordination with the Partners (E-commerce & Digital Strategy) - Project Innovation Leader for Retail Area.

Customer Marketing Director (Digital & e-commerce, Shopper, CatMan & Trade Marketing)

Responsible for a Total Renewal of a Leader Spanish Company with more than 70 Years of History to a new Relaunched company with: - New Company Name from "Industrias Químicas Lowenberg" to "Selena Iberia"- Totally New Image of Brands &Product Porfolio including Redefinition of Marketing Strategy (Target/Segments/Portfolio = Total Re-Branding).- Creation of New Brand "Quilosa Professional"- Customer Segmentation- Pricing Strategy & Policy - Trade Marketing (Promotions+CatMan)- CRM (Loyalty Plan & Platform Management)- Totally New WEB and OnLine Management Strategy

Selena Iberia - Quilosa

Market Director (Marketing, Trade Marketing & CRM)

- Main Responsibilities:• Manage a Team of 7 People and 8 MM€ Budget to: Create, Run and Coordinate CRM Programs & Develop all Channels to increase business through buying frequency increase and Loyalty.- Main Successes:• “Martin Hilti Innovation Prize 2007” - Prize to the best International Project for: Design, launch, implementation and development internationally of the first Loyalty & CRM Global Program for Hilti based on CRM and Emotional Marketing. Program with a great business success, global vision, excellent coordination, leadership across most of the company’s departments and a very profitable Return on Investment. (Results: 30% business growth and 50% Churn Rate decrease with a 10%  investment over the increased business) - 2007 Pilot in Spain and 2009 roll-out across TOP 20 Hilti Org.• Design, development and implementation of the CRM team and their Business Plan.

Hilti

CRM, Loyalty & Channel Marketing Manager

- Main Responsibilities:• Create & Manage a Team of 5 people and a 3 MM€ Budget to create a new company Business Area to develop Sales Channel Strategy (Sales Force, Point of Sales, Hilti Online & Customer Service).Responsible for the development of the Sales Channel with the objective of maximizing the knowledge, usage, loyalty and purchase of Hilti products across all channels through Marketing strategies and action plans addressed either to customers or to the most profitable products of the company. • Responsible also for the Market Research and Business Intelligence departments.- Main Successes:• Fast Growth of the Retail Channel: Direct Distribution (+ 75 Hilti Stores) & Indirect Dist. (+23 Corners).Design and Implementation of a new concept of “Shop in Shop”  (2 Stores) = 100 Shops in 5 years.• Design of a new Retail Concept in Hilti – “Premium Brand = Premium Shop” (Hilti New Generation) – Briefing & Coordination with architect and suppliers (Design/production), Internal Sale & Implementation.• Hilti On-line channel (Launch, Implementation and Development) – Sales and Communication.• Operations, Marketing Coordination and Support for: 100 Points of Sales, 350 Technical Sales people, 75 Call Center operators and Hilti On-line sales Channel.

Channel Marketing Manager

- MAIN RESPONSIBILITIES:• Manage a team of 5 people with a budget of 6 MM€, responsible for defining the commercial strategy of the company for: New forms of Commercialization and Products Launches (“Caja Azul” – turning a service into a tangible product, pre-paid, offers) and new business opportunities (“Multimedia Pack” – synergies with Admira, TPI, Movistar, Co-Branding with Sanyo & Recoletos Group).• Advertising: Design & Production of campaigns, managing the relationship with Media Agencies.- MAIN SUCCESSES:• New Product Launch: “La Caja Azul” – Idea for a new Business Opportunity - Service Sales into Product Sales -  Design, Packaging, Business Plan, Management and Coordination of all business areas: Creation of Logistic Department (Suppliers, Green Point, EAN Codes, AENOR), dealing with Indirect Distribution Channels (Listing, Pricing, Category Management, Product Positioning) and Internal training and coordination with Legal, Finance, Market Research (PCT’s – Product Concept Tests).

Movistar (Pay TV - Via Digital)

Innovation, Strategy and New Business Development Manager

- Main Responsibilities:• Manage a Team of 10 people with a Budget of 11 MM€ whose objective was to translate the company’s mission and objectives into a Trade Strategy, incorporating the Product/Brand development  into the Distribution/Channel Plans.• Responsible for designing and implementing subscriber acquisition strategies and promotions to include product packaging, promotions, trade advertising, material for PoS and Category Development Plans.- MAIN SUCCESSES:• Identified New Business Opportunities within Telefonica Group (Bonovia, MoviStar) as well as implementing co-branding projects (Hispasat, Recoletos, Mediterranea).• New Commercial Offering – “Acceso Vía” – with a very profitable business impact with the launch of the first TV on-demand “A la Carte” – “Customer pays for what he/she wants to see”.

Adquisition Director (Marketing, Trade Marketing and New Products/Innovation)

- MAIN RESPONSIBILIES:• Manage a Team of 6 Key Accounts Managers to:Warranty Key Account development - New business opportunities, pricing policy, Promotions & placement (Carrefour, Corte Ingles, Eroski, Urende, Miró, Telyco, The Phone House…) • Negotiation and introduction of “Via Digital” as a tangible product (New Businees Bases).- MAIN SUCCESSES:• New Product Launch (From a Service into a Product) – 100% Product introduction in 2 months in all key Account, getting commitment on “Fix” Selling Price for all Key Accounts and special display and prime position.

Key Account Director

Body Care (NB, Tacto y Palmolive) & Household Care (Cristasol, Ajax, Xanpa)• Responsible for: Category Management, ECR, Promos, Prices, New Product Distribution.• Category Management: Negotiations, Direct Relationships and Distributor Placement.• Quarterly Sales and Promotion Plans – Development and analysis.• Pull & Push Promotions (Below-the-line marketing) and Co- Marketing Actions.

Colgate Palmolive

TRade Marketing - Category Manager

Sales & Distribution – Brussels (Belgium)- MAIN RESPONSIBILITIES:• Business Process Owner – International and multi-departmental project. Coordination of Sales & Distribution module with Finance & Control, Logistic & Production modules. • Responsible for the implementation and training of the end users for the Sales and Distribution Module.- MAIN SUCCESSES:• Over Expectation on definition and implementation. 100% lead time and objetives covered.

SAP Business Process Owner – Sales&Distribution

Marketing Household CareCristasol, Ajax Shower Power, Ajax and Nanas.scourers- MAIN RESPOSIBITIES:• Marketing Plans - Design, launch and follow up for: AJAX, CRISTASOL, XANPA and NANAS. • New Product Launch – Identification & Development: AJAX SHOWER POWER, CRISTASOL CRISTALINO (PCT, Viability Plan, Production, P&L) & Promo Packs: Cristasol sponge “Anti-mosquitos”.• Advertising Planning: Campaign designs, Product Placement, Tele-promo & Media management.• Brand Repositioning, Follow up & Strategies of Household Care products lines (Short Term & Long Term). - MAIN SUCCESSES:• Rebranding: CRISTASOL into Ajax (turning a Spanish market leading brand, with more than 50 years of history, into a core CP International Brand).

Group Brand Manager

Responsible for the development and implementation of a system to analyze competition and track market trends. Analytical Support on Pricing Policy, Promotions and Key Accounts planning.

Marian López-Belmonte

Marian López-Belmonte