Rafael Guijarro

Lead a team composed of 21 people, establishing sales strategies and driving key customer relationships to increase value market share +2pp through development, execution and monitoring of sales strategies and initiatives, and growing +2,5% NPR and 2,1% Gross Margin year on year

I developed shopper marketing skills across the commercial organization by championing the generation of shopper insights, and assembling workshops to embed the shopper marketing mentality across functional teams. I also lead a multi-functional team to establish the channel strategies for both on premise and off-premise channels

• I was accountable for establishing the Brand and Trade Marketing strategy for San Miguel brand in Europe. I traveled extensively building business relationships and identifying new growth opportunities. My responsibilities included overseeing the P&L, leading remote teams and creating the marketing plan for brand portfolio.

I was accountable for European product development plan for Huggies Newborn nappies, which included identifying consumer trends and generating consumer insights, leading and coordinating different functional teams and communicating effectively the programs across European business units.

Accountable for Premium brands nappy portfolio in UK, my main responsibilities included developing and implementing the portfolio strategy and consumer engagement activities, setting up the media plan and establishing product launch initiatives.

Reverted brand trend by stabilizing market share and establishing a profitable business model for the category in 2 years. This was achieved due to special focus on innovation development and rigorous investment in positive ROI activities. I set up a new approach to customer relationship and execution of BTL activities, developed a new category strategy and vision for Iberian business and set up NPD roadmap.

Conquered the market leadership by re-launching Scottex Brand. I analyzed sales drivers, shopper and consumer insights and identified key growth opportunities, lead a multi-functional team and coordinated and executed different work streams on positioning, NPD, packaging development, price and promotional strategies, advertising and media that defied both the market rules and internal beliefs.

Secured unprecedented market share in male grooming thanks to successful launch of Brand line extensions, which included the development of a merchandising strategy that delivered incremental share of space in retailers, a solid roll over strategy (including S&OP management and intensive communication with sales team), and the set up and execution of integrated marketing campaign

Achieved peak levels of share of space and secondary placements for male grooming brands through the execution of Trade Marketing initiatives. I was responsible for the analysis of sales drivers and identified key growth opportunities for key category management project in Mercadona, and designed the category merchandising strategy and the promotional and permanent POSM for the different brands, products and customers of Gillette portfolio.