Juan Pablo Criales
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Head of Marketing
Colombia
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USD12K/month
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Andean Marketing HeadMercado libreMar 2023 - Current (2 years 3 months)Marketing Head and part of the C-Level for the Andean region in different business units.- Marketing Fundamental´s ProfessorUniversidad de la SabanaJan 2023 - Current (2 years 5 months)Professor of the subject Fundamentals of Marketing for different careers
- Colombian Marketing HeadMercado libreFeb 2022 - Mar 2023 (1 year 2 months)
- Head of Marketing AndinoMercado libreFeb 2022 - Current (3 years 4 months)Marketing Head forThe Andean region (Colombia and Venezuela) of the 2 Business Units (UN) (Mercado Libre and VIS / TuCarro)
- Category DirectorAlqueríaAug 2021 - Feb 2022 (7 months)Responsible for the development of new categories.
- Marketing Manager Home CareUnileverJun 2020 - Aug 2021 (1 year 3 months)Responsible for the strategy, innovation and profitable growth of brands in the Softeners (Aromatel and Mimosin) and Laundry Bars (Fab, Puro, Coco, Barrigón and Vel Rosita) categories. Leading a team among managers and brand analysts
- Marketing Manager HCUnileverNov 2017 - Jun 2020 (2 years 8 months)Responsible for the development of the Softeners category for the Middle Americas region, pursuing leadership, innovations and new geographies. Achievements: - Responsible for the integration of the Home Care category (Brands acquired from Quala for the Middle America region) - Responsible for the transfer of Marketing Know How from Quala to Unilever - HPC marketing leader, for the “ Change Management” in the processes of demand planning, launches and promotions - Responsible for the P&L for the region (Top Line, Trade Investment and Media Investment) - Design the innovation portfolio of the category for the next 5 years. - Successful launch in Colombia of the new variety (Lavanda Mora)
- SAssociate Andean Marketing ManagerScjhonson&SonS.A.Mar 2017 - Nov 2017 (9 months)Responsible for the Insecticides and Repellents category for the Andean Cluster (Colombia, Peru and Ecuador)
- BBody Care Group ManagerBIOTECNIK SAS LAVANTE PARIS BIVIENNov 2015 - Mar 2017 (1 year 5 months)Responsible for the Body Care category, achieving leadership in the intimate soap category with the INTIBON brand and the launch of PREVENTIVE. within the deodorant category
- BOTC Medicines Group ManagerBIOTECNIK SAS LAVANTE PARIS BIVIENJun 2014 - Nov 2015 (1 year 6 months)
- MProduct ChiefMeals de Colombia NutresaJan 2013 - Jun 2014 (1 year 6 months)
- QSr Brand AssistantQuala sas,Jun 2012 - Jan 2013 (8 months)Responsible for the launch of the New “Don Gustico” in the seasonings category. As manager, I led product development, launch to the sales force and communication to consumers (TV commercial); also responsible for the brand's budget.
- QCHANNEL DEVELOPMENT SR ASISSTANTQuala sas,Oct 2010 - Jun 2012 (1 year 9 months)Responsible for the seasonings business (2 brands: Sasoned and Del Fogón) specialized in the Supermarket and Independent Self-Service channels. Additionally, active participation in the design of the 2011 marketing plan and investment budget for both brands.
- QPREMIUM BEVERAGES BRAND ASSISTANTQuala sas,Feb 2010 - Oct 2010 (9 months)Responsible for the development of the Pulpi Fruta, Familiayá and Lightyá brands, developing strategies in all marketing channels nationwide. During this period, record sales were achieved, across all brands, through specific growth activities in each channel. Responsible for the launch of Suntea Powder.
- SHAVING & LIGHTERS PRODUCT MANAGERBICJun 2008 - Feb 2010 (1 year 9 months)Responsible for the shaving and lighter business nationwide, developing marketing strategies in the different distribution channels and final consumer. Surpass the budget in sales of both categories and sales record in lighters. Launch of innovations in lighters, responsible for the development and execution of the marketing plan and budget for 2009.
- BRAND HEAD OF DAIRY DERIVATIVESGloria ColombiaAug 2007 - Feb 2008 (7 months)Responsible for brand management of Dairy derivatives (Yogurt, Oatmeal, Milk Cream, Flavored Milk and Yogurt + Cereal) for Colombia, in the Internal variables (Sales, investment budget and margin) and External variables (TOM, Awareness, SOM and shelf space), reporting to the marketing manager. Responsible for the category innovation platform. Responsible for Negotiating Own Brand in dairy derivatives with Carrefour
Education
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- IMBA Mercadeo Ventas, MarketingInstituto Europeo de Posgrado IEPJan 2011 - Jan 2012 (1 year 1 month)
- Industrial EngineerUniversidad de la SabanaJun 1999 - Jan 2006 (6 years 8 months)
Awards
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- Effie AwardPremios effieJan 2023 - Dec 2023 (1 year)