Procter & GambleNational Trademarketing Manager for Pharmacy Chains
Jan. 2017 - Apr. 2019Monterrey, Nuevo León, MéxicoBuilding a massive visibility plan for beauty categories (Brushes, Shampoos, Razors) to win against competition in 2,500 Pharmacy Chains in all the country. Analyzing and reapplying best global trademarketing practices in the channel. Reporting to the local (Mexico), regional (Panama) and global (Switzerland) teams of pharmacies. Defining more profitable standards of execution and training the entire organization on them. Optimizing the go to market to improve coverage.
• Best in class execution global recognition by the global pharmacy team
• Best sales fundamentals numbers in the country 40% share of shelf and 80% share of display.
• Coverage improved +20 points by selecting the top seller stores to maintain merchandisers visits.
• Sales grew 110 index in stores executing the strategy, helping to even grow the entire categories.
• Blades & Razors category even grew 150 index in counter pharmacies where the displays helped to create the natural exhibition spaces that previously were nonexistent.
• Reducing half the cost of rent, production, and installation of displays by negotiating with retailers, contractors and using internal resources.
• Growing + 10 points of distribution of top Skus in the 5 more relevant pharmacy categories (razors, oral care, haircare & OTC)