Simon Parisca

Experience

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  C. A. Cigarrera Bigott

  Jan 2000 - Nov 2002

  Recreate the brand world inside night clubs and cafes. Generate brand awareness among consumers. Influence cigarrete shopping decision inside convenience stores. Maintenance of the automotive sales fleet. Supervison of mechanical specialists and departmental budget control.

  • Retail Media Representative

    Aug 2002 - Nov 2002

  • Trade Marketing Representative

    Mar 2001 - Jul 2002

  • Fleet Coordinator

    Jan 2000 - Feb 2001
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  Mondelēz International

  Dec 2002 - Mar 2013

  Summary:*Responsible for translating the Brand Fundamentals into a solid execution strategy, along every channel*Integrator of the Marketing and Sales Department priorities. Communication bridge to connect strategy with execution*Leader of a group of almost 40 colleagues serving as business advisors for the entire Sales Force*Enabler for the positioning of the Shopper-focused way of thinking ("Think Shopper" mind set) along the Sales Force. Source of knowledge and business criteria for every Sales Rep in the field. TrainerStructure:*5 Senior Managers (Category Managers, Channel Managers, Visibility Manager) as direct reports*5 Regional Visibility Managers reporting to the National Visibility Manager*22 Category-Channel Coordinators-Analysts reporting to Channel-Category ManagersAchievements:*Annual +5% Sales Incremental due to the implementation of an accurate Promotion Pack, based on shopper insights and channel segmentations*Promo Management Process transformation: Creation of a Promo Data Base with proven Return On Investment statistics. Selection of new activities based on hard data and results. Recognized as "Developing Markets Best Practice"*+5pp Numerical Distribution increase in key brands. Record High Activation Rate for indirect customers (+20.000 POB's)*Sales Forecasting Process (S&OP) improvement: Accurate calculation of Trade Activities Building Blocks increasing production forecast accuracy and reducing write off Show less Summary:*Channel integration leader between Gums & Candies Retail Channel with Kraft Foods Traditional Trade Channel*Responsible for the definition of the new sales structure and the new Route to Market Strategy to maximize Controlled Numerical Distribution*Responsible for the business continuity and for maintaining sales goals during the transition*Accountable for developing 87 colleagues as part of the succession planStructure:*11 Sales Supervisors as direct reports*76 Sales RepresentativesAchievements:*100% implementation of transition process in the Distribution model. Retail & Distributors model engaged with 90% elimination of coverage overlapping*Sales structure transformation without affecting business results*20% time per visit increase due to route planning reorganisation. Execution time increase per visit with a tangible improvement in visibility index*100% Point of Buying Master File digitalisation. Usage of Route Planning tools to optimise working hours and improve Sales Representatives productivity Show less Summary:*Leader of the Traditional Trade Channel restructuring process, merging Distributors Channel and Wholesalers Channel into on single unit*Responsible for the definition of the new sales structure and the Route to Market Strategy*Accountable for exceeding sales targets in both channels*Accountable for developing 46 colleagues as part of the succession planStructure:*6 Traditional Trade Regional Managers as direct reports*15 Distributors Advisors*10 Wholesalers Sales Representatives*15 Makro Promotional Sales RepresentativesAchievements:*Double digit volume growth in every channel*Distributors network consolidation*200+ Point of Buying migration from direct attention to Distributors coverage with more than 40% growth compared to previous sales average Show less Summary:*Leader of the Distributors Network development: selection criteria definition, customers selection and network consolidation*Responsible for the Retail Excellence Visibility criteria implementation through the Distributors Network, ensuring high visibility levels and consistent shopping experiences*Responsible for the Route to Market Strategy definition based on customer capabilities and cost to serve criteria*Accountable for developing 29 colleagues as part of the succession planStructure:*6 Distributors Regional Managers as direct reports*23 Distributors Sales ExecutivesAchievements:*Double digit volume growth two years in a row, positioning the channel as the company's growth driver*Standard execution along the Middle End Trade (aligned with KFV visibility guidelines), creating a unique shopping experience and generating a high impact inside every Point of Buying*Numerical Distribution growth in core brands due to Distributors coverage increase*Strong and committed Distributors Network, serving as platform for future expansion Show less

  • National Trade Marketing Manager

    Sept 2011 - Mar 2013

  • Gums & Candies Retail Manager

    Mar 2011 - Aug 2011

  • Traditional Trade Divisional Manager

    Nov 2010 - Feb 2011

  • National Distributors Manager

    Jan 2009 - Nov 2010

  • National Wholesalers Manager

    Dec 2007 - Dec 2008

  • National Key Account Manager

    Nov 2006 - Dec 2007

  • Traditional Trade Channel Expert Manager

    Jan 2006 - Oct 2006

  • Sr. Snacks Category Analyst

    Dec 2004 - Dec 2005

  • Trade Marketing Coordinator

    Dec 2002 - Nov 2004
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  Pixales

  Apr 2013 - now

  Partner | Trade & Shopper Marketing

  Develop, lead and implement commercial strategies for companies in FMCG, Distribution Services and Retail. Areas of expertise: Trade/Shopper Marketing & Sales.Main Customers: Ron Santa Teresa (Venezuela), DLB Group (Venezuela), ARS DDB (Venezuela), Golds Gym (Venezuela), Phillip Morris (Venezuela), Tracker GPS (Venezuela), Excelsior Gamma (Venezuela), Corporación Capi (Venezuela), Advantis Consulting (Venezuela), Distribuidora Savake (Venezuela), Chocolates La Universal (Ecuador), ArMar Consulting (Ecuador), La Moderna (Ecuador) Show less

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  Arium

  Mar 2019 - Jul 2020

  Category Manager
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  Greentec 3R

  Aug 2020 - May 2021

  Managing Director
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  TracyLocke Centro

  Jun 2021 - Jan 2024

  Managing Director
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  Diageo

  Jan 2024 - now

  Marketing and Innovation Head Zacapa Rum | Añejos de Altura