Bachelor's Degree in Marketing and Business Administration

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Sales and marketing manager with more than 20 years of experience in consumer goods product management in the Central America market. Expertise in developing winning strategies, marketing plans, budget administration, analysis and sales forecasts, brand positioning, promotions, pricing, channels portfolio and advertising. With high level of engagement, leadership, teamwork. Strong negotiation skills and capacity of building long term relationships with distributors and supermarket chains. 

(July 2018 - February 2020)
* Responsible for the sales operation of Del Monte brand, beverages and food categories in Costa Rica.
* Responsible for delivering volume, value and profit country goals, in a competitive and mature market
environment.
* Served also as the Kew Account Manager for Walmart, Price Smart and Automercado, in charge of the
negotiations and direct sales. Regional support in delivering joint business plans, winning proposals for the different annual seasons, category management assessment, retail link knowledge, product and category
strategies according the different retail formats.
* Brand Manager inside Distributor DISAL, coordinating all details related to day to day business, channels
activities by category, geographical area, inventories and logistics. Working together with the sales force.
Achievements:
* Annual sales growth of +13%.
* Successful transition from one distributor to another.

Senior Brand Manager Del Monte Costa Rica

*	Responsible of the strategic planning, marketing, sales and profitability of Del Monte and Alimentos Maravilla brands (Revive and Del Frutal) in Costa Rica. 
*	New product launches and coordination of all product development stages (from concept idea and market research to implementation). 
*	Development of consumer promotions in the different channels, categories and customers. 
*	Fully integrated handle of the business operation from products legal registration, distributors searching and development, pricing structures, logistics, legal and imports requirements to shelf placing in POS. 
*	Key account specialist responsible of achieving sales and financial goals in collaboration with distributors partners (Ciamesa, Distribuidora Panal and Dinant).
Achievements: 
*	5 times growth beverage business, obtaining 12% market share in nectar segment.  
*	+300% growth in food category.  
*	Doble profitability every 5 years. 


Commercial Area Manager Del Monte and Alimentos Maravilla Costa Rica 

*	Developed annual business plans for Del Monte brand and Libby’s beverages for each country. 
*	Follow up and achievement of sales and profitability goals with each distributor and brand. 
*	Guaranteed good execution of marketing and trade strategies. 
*	Established direct business relationships with Walmart, Automercado y GESSA. 
Achievements:
*	Beverages Del Monte growth of +100%.
*	Expanded +100% food category customers portfolio. 
*	Double digit business growth in both countries. 


Brand Manager Del Monte and Libby’s Costa Rica y Nicaragua 

* In charge of the main key accounts: Coca Cola, Shell, Gillette, and Unilever.
* Leader of those account projects within the organization. Coordinated and supervised the good
development and implementation of such projects.
* Elaborated strategies and different merchandising proposals and negotiated those strategies with the customer.
Achievements:
* The implementations translated in +25% growth sales.


Regional Key Account Manager

* Planned, developed and implemented marketing plans together with Walmart account and P&G brands,
developing communication strategies and consumer promotions.
* Managed the development and implementation of the beauty and laundry Walmart category in store plan.
Achievements:
* P&G brands share increase by (+3 pp).
* Walmart categories +15% growth sales and P&G brands +20% growth sales.

 Marketing Manager for the Multifunctional Walmart Central America Team 

* In charge of Pantene Central America relaunch.
* Responsible for Pantene marketing plans in Central America from the strategic and the implementation
point of view. Developing and executing all integrated marketing activities (advertising, sampling, promotions, POS executions, public relations, and POS material).
* Led Secret brand launch in Central America, ensured excellent POS execution y rapid channels distribution
together with the sales force.
* Elaborated and developed together with the agency the marketing campaign and communication strategy
for the launch.
Achievements:
* Central America sales and market share growth of +35% and +34% respectively. Becoming Pantene
number 1 shampoo brand in Guatemala (16% value market share), Honduras (17%) and Panamá (13%).
* Doubled Pantene market share in Costa Rica (from 6% to 13% value), becoming the leader shampoo brand
in the UTT hair care category (30% value).
* 6 points market share growth in Costa Rica and Guatemala UTT channel.

Assistant Brand Manager for North Latin America

* Managed Pantene and Always brands for Central America.
* Developed and executed a strategy targeted specifically for conditioners in the Panamanian women market.
Leading TV and radio ads creation, sampling and public relations executions, and POS material
development
Achievements:
* Pantene record growth sales of +57% vs. year ago. Always brand went from a static business to moderate
growth (+9% vs. average).
* Panama Pantene conditioners growth of +88%.

Assistant Brand Manager for Central America 

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Evike Soto: in Santa Ana, San José, Costa Rica, SJ

Evike Soto