Julio Hernández Larenas

V

Brand Marketing Director

Vimergy LLC

Aug 2022 - Current (2 years 11 months)

Brand leader of the brand's portfolio, managing innovation from start to finish, developing timelines, and ensuring product specifications. Additionally, the liaison between brands and production, a facilitator to help resolve issues, communicate with stakeholders, and work on strategies in all the product development processes. Leader of brands to ensure compliance with all restrictions and regulations imposed on the healthcare and VMS industry by the FDA.

Sr. Marketing Manager Spirits

Heineken

May 2018 - Jan 2022 (3 years 9 months)

Global strategic leader of the CPCH spirits (Local spirit), RTS, RTD portfolios development, decision making, and positioning across the globe. Key leader for the innovation pool of the Company to lead into the category right strategy architecture for the proper positioning. Developing highly effective marketing campaigns. Leading cross functional teams to succeed on time & under Budget plan. Business Analysis end-to-end, project management pool of initiatives. Responsible for market research, innovation, design, product development, trade marketing, and the physical distillery entertainment/hosting/tourism services solutions around the Mistral Pisco brand experience. Main achievements:  CAGR 116%, and 123% vs. YA in volume & 132% vs. YA

Sr. Marketing Manager - Business Development Management

SAB Miller

Mar 2013 - Apr 2018 (5 years 2 months)

Development of all portfolio brand strategies, distributor business models, and commercial RTM, including demand projection and 5-yr. vision for the region by building blocks. Led multifunctional team to plan and identify the opportunities (promotional strategy, price guidelines, store implementation, brand experiences, PR, Digital content strategy, ATL & market positioning). End-to-end project management. B2B, B2C, e-Commerce. Entrepreneurial drive. Consumer research leader to achieve competitive results among the proper consumer insights/funnel and track each brand/country's performance/testing. And competitive analysis on the depth / Competition response model. Insight discovery. Achievements within Chile Market: Sales growth: 5X the bus

Marketing Manager South LATAM

Diageo

Jan 2010 - Oct 2012 (2 years 10 months)

Regional marketing and sales leader of the Rum, Vodka, and tequila categories. Drove new Rum's strategy and roadmap for 2011 (~19% CAGR). Reversed revenue mix across trade channels with over £1 million incremental on profits (~21% CAGR), 2X the Smirnoff business in terms of volume, and 3X the profits behind the innovation pipeline. Leader of new "RTD" category launched in Chile & Peru. Reaching £340M in profits, +22% vs. forecast. Development of new brand campaigns with multiple global teams and customer value, setting the long-term positioning for the 5 yrs. Ambition and internal key process improvements for the organization routines. Sep'03 – Dec'09.

Regional Brand Manager LATAM

Procter & Gamble

Aug 2007 - Dec 2009 (2 years 5 months)

The regional leader of the brand commercial innovation development in the Beauty and grooming category behind Gillette & MUM brands. Annual revenue of US$150 million. Direct reports and multifunctional team management. Drove US $14 million in incremental sales (~16% CAGR). +US $10 million incremental sales (~8% CAGR). Behind Gillette Latin America Re-Launch, driving total profits increase of +$5 million/Y1. Global negotiations with "FIFA" to collaborate across the region for the next 2 years. Leader of the Brazil launch business model behind Gillette, with a profit increase for the region of $35 million. Restructured low-tier brands line up, driving inventory management to deliver +$2 million/in savings. Leader of CATMAN model, reaching a t

Global Merge & Acquisitions Marketing Integration Manager

Procter & Gamble

Jun 2006 - Aug 2007 (1 year 3 months)

Marketing Leader for all the new P&G Acquisitions integrations of business such as (Miss Clairol, Wellaton, Koleston, Mum, Gillette, and Fine Fragrances division brands, to integrate all the new teams and stakeholders into their functions to deploy all P&G processes and systems to properly manage the business and develop the proper delivery plans of execution to keep developing the brand attributes, positioning and implementing new systems on it.

Regional Merge & Acquisition Marketing Integration Manager

Procter & Gamble

Oct 2005 - Jun 2006 (9 months)

Marketing Leader for all the new P&G Acquisitions integrations of business such as (Miss Clairol, Wellaton, Koleston, Mum, Gillette, and Fine Fragrances division brands, to integrate all the new teams and stakeholders into their functions to deploy all P&G processes and systems to properly manage the business and develop the proper delivery plans of execution to keep developing the brand attributes, positioning and implementing new systems on it.

Merge & Acquisitions Marketing Integration Manager

Procter & Gamble

Jan 2005 - Oct 2005 (10 months)

Marketing Leader for all the new P&G Acquisitions integrations of business such as (Miss Clairol, Wellaton, Koleston, Mum, Gillette, and Fine Fragrances division brands, to integrate all the new teams and stakeholders into their functions to deploy all P&G processes and systems to properly manage the business and develop the proper delivery plans of execution to keep developing the brand attributes, positioning and implementing new systems on it.

Sr. Assistant Brand Manager

Procter & Gamble

Sep 2003 - Jan 2005 (1 year 5 months)

Responsible for local AP-Deo category in Mexico (Male & Female brands) Annual revenue of US $62 million. Achieving significant revenue growth of 148% Ix., delivering a change in male brands' profitability by trading consumers to more profitable forms. Designed and executed trade market plans for brands such as Old Spice, Secret, Mum, Gillette, Pantene, and Zest. Managing a US $ 21 million budget. P&G was positioned as the 2nd player in the category (before 4th) behind Old Spice & Secret efforts. Sales revenue of +US$9 million. Historic record shares in Old Spice, given 2 yrs. of tackling trial & purchase barriers, triggering the ownership on lost equities a time ago. TOM & Equity recovery behind strategic joint venture with Maxim magazines.

Assistant Brand Manager – Insights & Communications – Soft beverages

PepsiCo, Inc

Mar 2002 - Sep 2003 (1 year 7 months)

Design and implementation of communication campaigns across the continent (Including the US & LA). Global agency management. Adaptations of each market insight. Competitive Intelligence Database.

Julio Hernández Larenas

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