Fernando Lacambra

Chief Revenue Officer (CRO) @Traditum

🔥 Startup FounderMarketing Director💸 Marketing💼 C-level ExecutiveCMOAdvisorFounderBrand Marketing ManagerCommunications Manager

As an experienced professional with a unique blend of personal and career experience, I've had the privilege of working with some of the biggest names in the industry, including PwC, Unilever, and Diageo. Throughout my career, I've worked in various roles, including finance, marketing, and global strategy, which has given me a well-rounded perspective on business and its many facets. In 2018, after 4 years in NYC at a Global role within Diageo I made the decision to return to Argentina and took up the challenge proposed by YPF, where I led the digital transformation of the organization. The experience not only reignited my passion for driving business through solving client needs but also paved the way for my venture Hood Distreat, the world's first digital gastronomic community. Today, I'm proud to say that Hood Distreat is at the MVP stage, and I'm open to new opportunities where I can leverage my experience to drive agile transformation, create work ecosystems within digital environments, and bring my passion for solving client needs to the forefront. If you're looking for a seasoned professional who is passionate about digital transformation and has a track record of success, let's connect.

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Work Background

Intel SocialChief Growth Officer

Feb. 2023Provincia de Buenos Aires, ArgentinaAI Media Monitoring Platform and Consulting Company Responsible for driving revenue growth, expanding the customer base, and identifying new market opportunities. Primary focus is on developing innovative services and ways of commercializing Intel Social , addressing customer needs, and fostering innovation and collaboration across multiple teams.

Hood DistreatFounder & CEO

Jul. 2021Provincia de Buenos Aires, ArgentinaFirst Digital Gastronomy Community, democratising access to resources through community collaboration.

ProtergiumCMO

Dec. 2020 - Jul. 2021Rosario, Santa Fe, ArgentinaResponsible of the Marketing Strategy of Protergium Startup, purpose, positioning and digital communication.

TerrageneCMO

Jul. 2020 - Jul. 2021Rosario, Santa Fe, ArgentinaBuilding the Marketing area of Terragene from scratch, Global Biotechnology startup with presence in 70 countries. Leading the Digital Marketing Strategy, definition of company purpose, re branding, definition of resources needed internal and external with a clear objective CREATE and AGILE DIGITAL MARKETING ECOSYSTEM. Lead the creation of a Global center of excellence, generating marketing drivers globally lead but flexible to be adapted to local insights. Digital ecosystem transformation, Website, Social Media as a web site traffic driver, precision marketing media strategy to drive media spent efficiencies while developing Terragene audience.

YPF SAHead of Marketing B2B and KAM

Sep. 2019 - Jul. 2020Ciudad autónoma de Buenos Aires, ArgentinaLeading Digital marketing transformation, strategy and re purpose of the B2B in YPF. Business involved Petrochemicals, Transport, Aviation, Mining, O&G, Infraestructure, Navy. Driving digitalization of business focus from volumen sales oriented to client satisfaction, differentiation and data to de-commoditized relationship. Building Energy Digital Solutions expert credentials within each industry. Driving sustainability agenda within Perrochemic business as differentiation factor within future investors and clients. Launched YPF en Ruta, transforming a Payment solution (Credit card) into a Telematic platform connecting each vehicle to generate data and information to drive a more efficient mobility ecosystem. Democratizing information across areas and transforming data into information to drive faster and more efficient ROI oriented decisions. Generating stronger partnerships with Strategic companies across different sectors, leading the top management agenda to drive current and future company growth.

YPF SAHead of Marketing Strategy YPF Retail

May. 2018 - Sep. 2019ArgentinaLeading digital marketing transformation and strategy of the biggest Retail company in Argentina, size of business USD 9B, 58% Mkt Share, more than USD 200M in CAPEX and A&P, 1,5M consumers served per day within a 1.600 sales store net. Driving company transformation through Purpose from Upstream production oriented to client at the center and heart of everything YPF does was one of the biggest challenges behind my role. Digital Transformation, leading key innovation projects GAS STATION OF THE FUTURE a 100% digital experience to double traffic within each station by diminishing the time per client transaction from 10 minutes to 5 minutes (usage of IOT, AI, Mobile App development). Launched Filler the first mobile Gas Station, improve customer experience by driving DTC gas consumption with premium price. Democratizing information across areas and transforming data into information to drive faster and more efficient ROI oriented decisions.

DiageoSmirnoff Global Brand Director at Diageo North America

Jul. 2016 - Apr. 2018New York, New YorkBrand leader within the global marketing team of the world’s largest premium spirits brand responsible for £1.1 B NSV and ~29M cases, Re-entered positive Volume & NSV growth (+1, +2% YOY respectively in F16) after numerous years of decline. Responsible for unlocking brand opportunities and driving winning execution for the Smirnoff brand globally with focus on commercial strategy, market roadmaps for growth, channel strategy, shopper marketing programs and digital strategy. Responsible of leading strategy and results across Latin America,Canada, Turkey and Middle East region. Being LAC the second fastest growing market over the past 2 years with a clear roadmap of becoming the 3 largest market globally Built a& rolled out the suite of TTL materials including growth driver toolkits, commercial proposition, & GO to market plans for all Smirnoff global innovations (3 products) launched in 2016 & 17 including Smirnoff Ice Guarana, a top ten innovation across Diageo. Defined the commercial blueprint for all Smirnoff AWS products allowing markets to prioritize growth drivers, channel focus, and investment when targeting local mainstream spirits. Captained the annual brand planning cycle process defining Smirnoff’s global strategy to be shared and adopted with all markets Pilotes a number of global Customer Marketing initiatives for all Diageo brands including the global revision of the commercial propositions, channel strategy, and traditional trade strategy.

DiageoSmirnoff Global Marketing Manager

Aug. 2014 - Jun. 2016New YorkResponsible of leading the Smirnoff Global Brand drinks 360 strategy to drive recruitment and business sustainability. Inspiring markets how to drive commercial impact by driving the brand In the On premise through the right grass routed On premise and Bar staff engagement strategy influencing the key leading communities, partners and influencers.. Additionally in charge of developing the growth drivers strategy and tools to execute that at different market development levels. Responsible of creating the New Vis Id and Brand World for Smirnoff Trademark. . Main achievement: Achieving the US business alignment to triple the investment in the channel from 2M to 6M USD in 2017, representing an opportunity of +250K cs.

DiageoGroup Brand Manager (Vodkas Rum & Gin Argentina)

Jan. 2013 - Jul. 2014ArgentinaResponsible of leading the Vodka Rum & Gin Group in Argentina, managing 5 international Brands with full responsability on results delivery, group A&P budget 3M GBP. Leading a team of 4, 3 Brand managers and a Brand Ambassador.Brands behind my Scope are: Smirnoff, Captain Morgan, Legui, Baileys, Tanquery, Smirnoff Ice. Responsible of 3 Senior Brand Managers and 1 Brand Ambassador within my team. Main achievements: Developed the Smirnoff Turbocharge Strategy to get Smirnoff Argentina to 1M cases in 5Y and also executed the strategy achieving the first step of doubling the size of the brand from 96K to 180K in a year. This positioned me as the Best Smirnoff Brand Manager of the world opening the doors to my global assignment. The same strategy has been consistently executed since I left the team and the team achieved 500k cases this year.

DiageoSr Brand Manager Smirnoff y Jose Cuervo

Jul. 2011 - Jan. 2013ArgentinaFull Brand Strategy Development & Execution Briefing ATL Agencies, measuring and evaluating media plans, tracking mid-term + long-term results and its impacts on brand health (Awareness, TOM, Attributes) Developing BTL Plan, suggesting and guiding agencies in consumer brand experiences, events. Execution at On and Off Premise. Internal Management of P&Ls, Gantts, Logistics, Imports Issues, DJAIs, Local Bottling Plans. Quarterly Business Reviews to track results and present to Management Team.

UnileverRegional Marketing Developer

Jan. 2009 - Jul. 2011Cleaners Project Manager across Latam based in Argentina, in charge of leading a cross functional team (Supply- Quality-Finance-Planning- Pack and Formula R&D) leading development from product itself to growth drivers assets. Responsible of landing Domestos in Brazil and Mexico. Main achievements: - Landed Domestos in Argentina with a full communication assets development and adaptations. (TVC - Radio – Digital –OOH - Print ).

UnileverMarketing Finance

Jan. 2007 - Jan. 2009Finance business partner for Hair marketing team in Argentina. Responsible of business support information (P&Ls, Forecasting, SCCost analysis).