Juan Lugo

Experience

• 

  Etex Colombia

  Aug 1990 - Oct 2001

  Technical Support Architect, Product Manager, Product Commercial Coordinator

  • Created and coordinated training program and technical support for drywall systems both in Colombia and neighbouring countries.• Designed and supervised sales planning and marketing mix for Superboard® (new multipurpose fibre cement board).• Sales increase by 40% during 1999-2001.• Managed Superboard® product positioning to become customer’s choice and market leader above existing competition.• Designed training and promotional program for Superboard®.• Drove marketing research and product guidelines for the development of Superboard® multipurpose fibre cement board.• Conceptualized and Developed technical/commercial material for the introduction of Superboard®.• Drove marketing research for Toscana® new roofing tile.• Designed and introduced Perdurit® multipurpose polyethylene container in the market.• Directed market introduction for several fibre cement products Show less

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  Ladrillera Santafé

  Jan 2001 - Mar 2003

  Marketing Manager

  • Leadership consolidation of the company by implementing marketing plan and product innovation per business segment, gaining 34% sales growth in new products during 2002.• Developed targeting and segmentation plan for the re-launch program of PLACAFÁCIL® (Clay prefabricated deck flooring).• Supervised in-house and outside agency creative staff in developing promotional and advertising elements.• Followed up and evaluated marketing performance and effectiveness of programs, route-to-the market and product mix. Show less

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  ARKOS

  Mar 2003 - Dec 2005

  Product Sales Manager - Business Development Manager

  • Put in operation the new corporate venture in Ecuador as branch of the colombian company, ARKOS LTDA.• Reached a market share of 27% in Ecuador during first 20 months of operations.• Achieved a high product positioning by implementing effective strategies within time and budget constraints.• Developed marketing strategy to lead the most important and competitive city in Ecuador with architectural and roofing applications based on polycarbonate architectural solutions.• Set up the contractors and distribution network to cover the market in Guayaquil.• Created company and brand placement, as well as getting specification for key-urban projects. Show less

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  Holcim Colombia

  Jan 2006 - Aug 2008

  Area Sales Manager

  • Responsible for sales budget of USD200.000/month• Achieved new customer budget and 15% Ebitda in concrete sales

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  Ingeniería y Contratos S.A.S.

  Aug 2008 - Mar 2010

  Product Manager

  • Responsible for introduction of parking systems and car elevators for the american and chinese brands represented in the country.• Technical support and specification in projects of parking solutions.• Branding implementation at national level.

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  Etex

  Apr 2010 - Dec 2020

   Implemented and supported Marketing strategies to revitalize and consolidate business segments in APAC countries for Passive Fire Protection solutions (No. 1 brand in Singapore, Australia and Malaysia) and lightweight building solutions (No. 1 brand in Indonesia). Market introduction in Philippines, Vietnam, Taiwan during 2017-2019, making it the first choice in those countries vis-à-vis other imported brands. Implemented the digital marketing platform to increase brand awareness and market expansion (Philippines, Australia).Reached 14,5% Innovation Ratio in sales for the fibre cement products in APAC by 2019.Training program implementation to disseminate the knowledge of dry construction in APAC.Optimized the 1st. Technical Competence Centre of its kind in APAC as USP for the specification of projects in countries like Taiwan, Philippines, and S. Korea Show less

  • Regional Marketing Manager APAC

    Jul 2016 - Dec 2020

  • Marketing Manager Africa Division

    Jan 2015 - Jun 2016

  • Marketing/Technical Support Mananger AMEA/LatAm

    Apr 2010 - Dec 2014
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  Etex

  Feb 2022 - Jan 2023

  Product Manager

  Management of the product portfolio throughout the life cycle analysis.Product optimization management (pricing, quality, customer satisfaction)Support effective market launchDefine a local product line in line with the global portfolio.Material management in SAP / Master data management.Integration role with internal stakeholders (brand managers, customer service, KAM, sales, supply chain, division).

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  Lugo Marketing Consultants

  Jun 2023 - now

  Strategic Marketing Consultant

  In my role as a Strategic Marketing Consultant, I have developed and sponsored new marketing strategies to align processes with customer journeys and company objectives. This has led my clients to a successful recovery of market share and strengthening lead generation and customer retention for their building solutions business.