Ricardo Heinze Cacho

Marketing and Innovation Director

Master Loyalty Group

Aug 2023 - Current (2 years 8 months)

Key Account Management: - Maintain and improve relationships with key clients. - Identify and resolve specific client issues. - Ensure the satisfaction and loyalty of key clients. Development of Analysis and Innovation for Business Growth: - Conduct market analysis and trend studies to identify growth opportunities. - Develop and implement innovative strategies to attract new clients and markets. - Continuously evaluate business performance and adjust strategies as necessary. Event Design and Management: - Create and execute corporate events that reinforce the brand and the client program. - Coordinate with suppliers and internal teams to ensure successful event execution. - Measure and report the impact and results of each evento. Desig

Marketing & Client Director

Master Loyalty Group

Aug 2023 - Apr 2024 (9 months)

Accounts: Currently oversee the company's major accounts, representing over 50% of the total revenue, ensuring stable and continuous growth. Innovation: Lead the development of innovative projects aimed at maximizing account income and cultivating new business opportunities, demonstrating a strong capability in strategic planning and innovation. Strategic Analysis: Conduct comprehensive global and local market research to secure the long-term viability of the business, ensuring alignment with industry trends and enabling proactive adaptation to changing market conditions. Team Leadership: Manage a team of 10 seasoned professionals, promoting a culture of collaboration and excellence, while actively contributing to their ongoing professional

Product Marketing Head

Sodexo

Feb 2022 - Jul 2023 (1 year 6 months)

Vision and Strategy: Development of a strategic vision for business lines, with projected double-digit growth from 2023 to 2025. Product Design and Development: Leadership in product conception and design, roadmap planning, and marketing plan creation. Market Analysis: Evaluation of Fintech verticals, price redesign through profitability simulations, value proposition segmentation, competitive analysis, collection of commercial feedback, and brand territory definition. Agile Management: Ongoing collaboration with the technical team in an agile framework to launch new products and improved versions. Team Leadership: Supervision of 2 direct reports with a brand manager profile.

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Marketing Head - Expense Management & Gift

Pluxee

Feb 2022 - Jul 2023 (1 year 6 months)

Vision and Strategy: Development of a strategic vision for business lines, with projected double-digit growth from 2023 to 2025. Product Design and Development: Leadership in product conception and design, roadmap planning, and marketing plan creation. Market Analysis: Evaluation of Fintech verticals, price redesign through profitability simulations, value proposition segmentation, competitive analysis, collection of commercial feedback, and brand territory definition. Agile Management: Ongoing collaboration with the technical team in an agile framework to launch new products and improved versions. Team Leadership: Supervision of 2 direct reports with a brand manager profile.

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Marketing, CRM & E-Commerce Head

Casaideas

Feb 2021 - Feb 2022 (1 year 1 month)

In addition to the responsibilities of the previous role: E-commerce Strategies and Planning: Focused on information technology, with a special emphasis on enhancing UX and prioritizing the customer experience in the realm of e-commerce. Holistic Planning: I lead projects centered on SEO, user experience, logistics, customer service, and lead conversion as essential pillars for the business strategy. E-commerce Achievements: Successful redesign of the investment strategy and UX for the website, resulting in a 60% increase in traffic and a 35% growth in sales, reaching a total of over 12 million pesos (MDP). Team Reporting and Supervision: I report directly to the unit management and lead a team of 11 professionals specialized in areas s

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Marketing, CRM & E-Commerce Head

The Home Store CasaIdeas

Dec 2019 - Feb 2022 (2 years 3 months)

Strategic Development and Implementation: In charge of the development and execution of the annual marketing plan, with emphasis on media pillars and various activities. Special Projects: Active participation in the project and business case for migration to CasaIdeas, achieving business sustainability and guaranteeing annual profitability. Campaign Management: Development of monthly campaigns at points of sale, achieving double-digit monthly growth. CRM Supervision: Responsible for the management and optimization of the CRM, applying best practices for its proper functioning. E-commerce Strategies and Planning: Focused on information technology, with a special emphasis on enhancing UX and prioritizing the customer experience in the realm o

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Marketing, Digital & CRM Manager

Casaideas

Dec 2019 - Jan 2021 (1 year 2 months)

Strategic Development and Implementation: In charge of the development and execution of the annual marketing plan, with emphasis on media pillars and various activities. Special Projects: Active participation in the project and business case for migration to CasaIdeas, achieving business sustainability and guaranteeing annual profitability. Campaign Management: Leadership in the development of monthly campaigns at points of sale, achieving double-digit monthly growth. CRM Supervision: Responsible for the management and optimization of the CRM, applying best practices for its proper functioning. Team Reporting and Management: I report directly to the Business Unit Director and lead a team of 6 professionals in areas such as Design, Marke

Senior Commercial Consultant

Sintec Consulting

Sep 2019 - Dec 2019 (4 months)

Business Consulting: Active participation in projects for global clients, including PepsiCo and Coca-Cola. Focus on Work Cells: Implementation and management of work cells aimed at efficiency and optimization. Commercial and Care Excellence: I dedicated efforts to raise customer service standards and commercial processes. Marketing Strategies: Collaboration in the design and execution of marketing strategies to strengthen the brand presence of clients.

Regional Marketing Manager Mexito & LATAM

Shell

Jan 2016 - May 2019 (3 years 5 months)

Regional Leadership: At the helm of operations in four countries: Mexico, Guatemala, Honduras, and El Salvador, generating revenues exceeding 50 million dollars. 360° Commercial Strategy: Implementation of a comprehensive commercial strategy with a limited budget, achieving outstanding results in all countries, including special missions in Guatemala. Portfolio Management: In charge of the complete Shell lubricants portfolio, covering B2C brands such as Helix, Quaker-State, and Pennzoil, and a B2B portfolio with more than 15 brands. Leadership of Marketing Teams: Leading marketing teams of macro distributors and other stakeholders in Mexico and Central America, applying a consultative approach to solidify Shell's regional strategy. Planning

Regional Marketing Manager LATAM for Lubricants on FMCG

Shell

Jan 2016 - May 2019 (3 years 5 months)

Regional Leadership: At the helm of operations in four countries: Mexico, Guatemala, Honduras, and El Salvador, generating revenues exceeding 50 million dollars. 360° Commercial Strategy: Implementation of a comprehensive commercial strategy with a limited budget, achieving outstanding results in all countries, including special missions in Guatemala. Portfolio Management: In charge of the complete Shell lubricants portfolio, covering B2C brands such as Helix, Quaker-State, and Pennzoil, and a B2B portfolio with more than 15 brands. Leadership of Marketing Teams: Leading marketing teams of macro distributors and other stakeholders in Mexico and Central America, applying a consultative approach to solidify Shell's regional strategy. Plan

Senior Product Brand Manager

Bayer

Jan 2014 - Jan 2016 (2 years 1 month)

In Charge of Bepanthen: Leadership in managing the leading brand in Dermatology for Skin Regeneration. Growth and Recognition: Achievement of a 300% increase in sales and a 95% rise in brand recognition after implementing a hybrid strategy. Hybrid Strategy: Implementation of a combination of prescription medicine (OTX + OTC) and transitioning a medical brand towards consumers. Comprehensive Brand Management: Oversight of P&L, brand values, product availability, distribution, commercial support, and development of new products with a commercial focus. Reporting Line: Direct reporting to the Brand Manager of the Group - Dermatology.

Senior Brand Manager

Bayer

Jun 2012 - Jan 2016 (3 years 8 months)

In Charge of Bepanthen: Leadership in managing the leading brand in Dermatology for Skin Regeneration. Growth and Recognition: Achievement of a 300% increase in sales and a 95% rise in brand recognition after implementing a hybrid strategy. Hybrid Strategy: Implementation of a combination of prescription medicine (OTX + OTC) and transitioning a medical brand towards consumers. Comprehensive Brand Management: Oversight of P&L, brand values, product availability, distribution, commercial support, and development of new products with a commercial focus. Reporting Line: Direct reporting to the Brand Manager of the Group - Dermatology. Brand Manager In Charge of Vagitrol: Leadership of the leading brand in medical visits (RX) within the division

Product Brand Manager

Bayer

Jun 2012 - Jan 2014 (1 year 8 months)

In Charge of Vagitrol: Leadership of the leading brand in medical visits (RX) within the division. Success in reversing a 4-year volume loss, achieving single-digit growth, ensuring distribution, medical sampling, specialized media, promotional materials, redesigning materials, and maintaining consistent medical visits. Launch of Alka-Seltzer (Boost): Design and implementation of the brand extension through a digital strategy that incorporates influencers, YouTube, Google, and other channels. Support in Tabcin: Collaboration in the management of the Tabcin brand in the Cough & Cold market. Reporting Line: Direct report to the Group Brand Manager - Gastro & OTX.

Ricardo Heinze Cacho

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