Arturo Granados Rousse
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Marketing Director
Mexico City, Mexico
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MXN250K/month ~USD13K/month
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- FPartnerFaro EstrategiaSep 2023 - Current (1 year 10 months)FARO is a group of C-level executives whose obsession is to build powerful and inspiring business strategies to guide our clients in any part of the world toward sustained demand growth through their brands.
- EPartnerEdeavor MentorJan 2023 - Current (2 years 6 months)Board Member of Global Marketing Association 2023 – to date
- HMarketing DirectorHEARTLAND FOOD PRODUCTS GROUPJan 2017 - Sep 2023 (6 years 9 months)I reported directly to the VP for LATAM and worked directly with the company's CEO in the United States. Developed the teams from the ground up and had to work with HR, Sales, and the CEO. I started digital marketing strategies for Heartland, launched them in Mexico, and then "exported" the strategy to the US. Heartland Food Products Group is a global leader in the consumer packaged goods (CPG) industry, producing low-calorie sweeteners – Splenda Brand, Nutritional Shakes, Java House Cold Brew coffee, tea, creamers and liquid water enhancers. Responsible of Brand & Trade Marketing position for both Business to Consumer and Business to Business by managing different categories in its portfolio: Sweeteners (from SPLENDA & private labels)
Marketing DirectorSukarneMay 2016 - Jan 2017 (9 months)Working directly with the CEO and Owner. SuKarne is a Mexican company with the largest presence in the global market for animal protein. The company annually exports the largest percentage of beef, pork, and chicken in Mexico, with at least 76% of the market. Responsible for Brand & Trade Marketing position, establishing the Marketing function with a team of +200 OVH focusing on structural growth pillars to propel sales in both Business to Consumer and Business-to-business. - Re-defined the Route to Market in Company-owned stores through standardized execution, including identity, promotional activity, and guidelines, and launched the first loyalty customer program. Established the product excellence center with category norms embeddin- Senior Brand & Innovation ManagerDiageoJan 2014 - Jan 2017 (3 years 1 month)Diageo is a British multinational leader of alcoholic beverages brands. It is by the world's largest producer and leader in several spirit category (such as Johnnie Walker, Buchanan's, Don Julio) and a major producer of beer. - Led the business in the successful development of Innovation and expansion brands portfolio, being a constant enthusiast to deliver Mexico's revenue and profit targets. - Worked cross-functionally for a successful return of Smirnoff (#1 Global spirit brand) to Diageo portfolio and delivered a 3y strategy. ï€ - Launched Smirnoff Ice Guarana through the line in a fast-paced process and started delivering on the global agenda yet driving results through a halo effect to TM (SO growth), highest peak of awareness in 10
- Bacardà Senior Grouper Brand ManagerBacardiJan 2013 - Jan 2014 (1 year 1 month)- Responsible for managing the Bacardà Franchise with the vision to reclaim the status of the Iconic Spirit Brand in Mexico. - Worked aligned to the Global strategy to reinvent the Bacardà portfolio (2nd largest country for Bacardi). - Launched the Global campaign "Bacardà Untameable Since 1862," bringing a role to each of the brand variants with one portfolio vision. Encouraged the launch of the new brand identity later in September 2014.
- CStrongbow Brand ManagerCuauhtémoc Moctezuma - Heineken MexicoJan 2012 - Aug 2013 (1 year 8 months)Responsible of managing a top five global priority Brand and new category vision for Mexico requiring a major intervention and strong envisioning leadership skills. ï€ Worked with multicultural teams to develop a top class marketing mix launched in early 2013 and delivering the most awarded launch plan in Heineken Company building in 2 months 9% of awareness from zero scale and sustainable volume growth of double digit each month.
- CInnovation ManagerCuauhtémoc Moctezuma - Heineken MexicoSep 2010 - Jan 2012 (1 year 5 months)Responsible of diagnose category growth and develop the innovation funnel. Responsible of leading the Innovation program managing Innovation process aligned to long term business plan. ï€ Worked the Mexican Innovation funnel with USA, launching Tecate Michelada. ï€ Lead the implementation of Global processes assuring consistency, alignment and proactively reinforce local team involvement into the new way of working. Appointed as Innovation Champion in the Americas Region. ï€ Developed and established a new group of Coolhunters improving the amount of consumer insights and emerging trends, managing a group of +30 young visionaries in the program in Mexico.
- CCommercial Integration ExecutiveCuauhtémoc Moctezuma - Heineken MexicoMar 2010 - Sep 2010 (7 months)Co-responsible of Marketing Integration Taskforce delivering the plan to evolve strategy within two fronts: (a) Identify and develop a 4- y plan to Recognize opportunities for efficiency, and (2) Revisit Portfolio Strategy. Report to the Global IPO Amsterdam. ï€ Identified synergies exceeding target by +17% with clear targets to be track over a 3 year horizon for the investor management. Established a program to achieve results by aligning policies and identifying action standards (KPIs) based on quick wins and structural optimization. ï€ Established fundamental tools to deploy new portfolio strategy in order to build stronger brands, capitalize on current and future profit pools, and improve top line growth and EBITDA.
- CInnovation Jr. ManagerCuauhtémoc Moctezuma - Heineken MexicoOct 2007 - Mar 2010 (2 years 6 months)Responsible for administrating the FEMSA's innovation program which consist in the implementation of the stage gate process and execute key initiatives as new sources of volume. ï€ Identified and implemented the Stage Gate process for developing new products with Global standards. ï€ Formulated and executed Sol Clamato from the brand idea through the business case exceeding volume expectations in the first 3 months. ï€ Valuated and prioritized 7 strategic innovation projects with high competitive advantage for the beer business delivering significant net present value and 6 p.p. of net revenue growth. ï€ Marketing & Financial assessment for the acquisition of the 2nd Spirit Company in Mexico national leading brand in the flavor alcoholic drinks
- CMarket ResearchCuauhtémoc Moctezuma - Heineken MexicoJan 2006 - Oct 2007 (1 year 10 months)Accountable of managing brand governance in the existing Export countries by supporting and communicating strategy with our foreign partners for FEMSA Cerveza. Market Research May 2002 – January 2006 Education
Education
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- Marketing bachelorITESMAug 1994 - Dec 1998 (4 years 5 months)
Projects
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- HDigital transformationHEARTLAND FOOD PRODUCTS GROUPMay 2017 - Sep 2023 (6 years 5 months)