Alejandro Aguilar Gallego

Experience

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  Millward Brown

  Jan 2000 - Jul 2006

  • Senior Research Executive

    Jul 2000 - Jul 2006

  • Jr Research Executive.

    Jan 2000 - Jan 2003
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  Vitro

  Jul 2006 - Feb 2010

  Business Intelligence Manager

  Responsibilities: Generation of consumer and market insights to support the Packaging Marketing area. Generation of trends for Forecasting by line of business.Key Contributions:• I successfully managed the area under my responsibility and absorbed the area of advertising and packaging promotion, where we generated BTL communication strategies with young people via participation in massive musical events (Vive Latino) directly impacting 40,000 young people in 2 days. The exercise was repeated 3 years.• I generated the first ATL communication campaign for Vitro in 100 years, due to its centenary. Show less

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  CASA PEDRO DOMECQ

  Jan 2010 - Dec 2010

  Business Intelligence Manager

  Responsibilities: Lead the Consumer Insights area coordinating everything related to consumer and market understanding for 10 company brands. Manage and control the budget of the Marketing area and the Marketing Finance area. Coordination of the marketing plan for portfolio brands.Key Contributions: • I participated actively in workshops of communication strategies for different brands being the focus Absolut, Chivas Regal 12 and the relaunch of Ballantines.• I led the development of strategic portfolio plans to win competition in the categories of Whiskey and Vodka through consumer and market information. Our key brands grew by 20% vs. the previous year. Show less

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  Diageo

  Feb 2011 - Nov 2015

  Responsibilities: Design of the marketing plan, including ATL, POS (On & Off Trade) and RP events. Financial analysis based on P & L and other reports for brands. Tanqueray 10 relaunched, including the creation of a launch tracking platform (Cocktail Week). Relaunch of the new image of Zacapa 23 and the redesign of Zacapa Room.Key Contributions: • Zacapa closed to 100% of its AOP objectives, thanks to the implementation of a 360 plan that involved Off Trade Strategies, On Trade, PR events and digital strategies for affinity generation and brand awareness.• The Tanqueray family closed the year + 70% above its AOP due to the successful launch of Tanqueray 10 and Cocktail Week, rated as On Trade's most successful promotion in 2015, achieving more than 130% brand sales in the channel.Acknowledgments: Candidate for Diageo Marketer in Latam in 2013, and Best campaign On Trade in 2015 with Cocktail Week. Show less Responsibilities: Design of consumer strategies for core brands of the Diageo portfolio such as the Johnnie Walker family, Buchanan's family, J & B, Black & White & Old Parr. Generation of strategies based on consumer knowledge in different channels and media. Participation in brand decision making in terms of strategy, communication, advertising and promotions.Key Contributions: • I coordinated the generation of marketing plans for each brand in the portfolio of whiskeys, through knowledge workshops, information integration and contribution in strategy development.• All Whiskey brands have completed their AOP and in the case of the Buchanans and Walker families up by more than 15% each.• Participation in the launching Task Force for Black & White and Old Parr Silver, leading everything related to knowledge integration for market introduction. Show less Responsibilities: Consumer awareness for brands and channels of Diageo (6 Channels between On and Off Trade). Leadership in inter-area projects working in conjunction with sales and marketing. Design strategies based on generating value at the point of sale in both On and Off Trade.Key Contributions: • I generated consumer segmentation plans for Off Trade channel, thereby generating the commercial strategy for the modern channel for 2013.• I participated in the seasonality plans for the entire portfolio of the company such as February 14, Mothers Day, Father's Day, Independence and Christmas leading consumer understanding by category. In all cases, the sales target (by category) was exceeded by at least 5%• I participated in massive promotions of Diageo in Off Trade (Whiskey Fest) as responsible for understanding by channel. The promotion had an ROI of over 15%. Show less

  • Sr Brand Manager (Zacapa, Tanqueray, Portafolio World Class, y los Single Malts Talisker & Cardhu).

    Aug 2014 - Nov 2015

  • Sr Consumer Planning Manager (All Whiskey Portfolio).

    Nov 2013 - Aug 2014

  • Shopper Planning Manager (All brands and channels).

    Jun 2012 - Oct 2013

  • Innovation Planning Manager

    Feb 2011 - Jun 2012
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  Millward Brown

  Jan 2016 - Sept 2020

  Account Director & Brand Strategy Team Leader

  Responsibilities: Team Leader for 2 Managers and their direct reports (4 Junior Executives). Management, design and coordination of different studies focused on consulting based on market research. Sales target: 30 Million Pesos per year in 2017. Actually in 2018, me and my team are managing about 15 accounts of different categories, sizes and markets. (Alsea, Telcel, Heinz, Amazon, and some others) Key Contributions: • I managed to finish 2016 above the annual budget by 120%, which was 25 Million. • I participated in more than 40 adhoc studies and analysis for different brands of Coca-Cola Company in the areas of Juices, Fruit Soft Drinks, Water, Sports Drinks and Dairy.• I grew the Telcel account by 30% more profit vs 2016. Show less

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  Local Post México

  Sept 2019 - now

  Partner

  Partner in Local Post MéxicoChanul Mezcal`s Brand Owner Project Director in The Marketing Makers

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  Grupo Salinas

  Jan 2023 - Jul 2024

  Sr Consumer Research Manager

  Managing market and consumer research studies for Banco Azteca and Elektra. Participating in marketing decisions from the insights provided by our current and potential customers.

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  SIG Group

  Mar 2024 - now

  Sr Marketing Manager Mexico & Central America