Jorge Morales

Experience

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  Internships

  May 2003 - Feb 2007

  Internships of Master Degree

  Internship in Italy working with such companies as Fiat, Nava, Commune di Milano, among others. Developing concept stories for materials, product lines, etc. Analysis of consumer data to develop visual strategies, 3D prototypes, modeling, etc.

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  Procter & Gamble

  Feb 2007 - Oct 2016

  Managed the $1.38 billion Baby Care and Fem Care brand.* Designed the new Fem Care Always brand identify.* Relaunched Naturella in a declining market; resulting in growth of 115 index vs YA and 2 best brand in its category.* Secured annual cost reductions of $2 million USD.* Teamed with marketing and R&D to attain a winning Purchase Intent (PI) vs past 4 years.* Designed POSM and processes for Pampers and Always.* Cultivated global and regional relationships to maximize global scale and impact in market.* Created a global graphic communication strategy to enhance brand messaging and market positioning. *Managed high-performing team to maximize strategy execution. Show less Developed brand strategies to drive segment growth across the Pantene, Head & Shoulders, Herbal Essences, and Pert product lines in the $1 billion Latin American market.* Created POSMs for Head & Shoulders, establishing standard processes adopted for all future initiatives and subsequently deployed across other categories.* Captured $2.5 million in cost savings while optimizing promotional packaging and ROI and maintaining design intent and equity, reducing the number of promotional packages created by 60%.* Defined and deployed cost-effective processes to enhance delivery of promotional material in market and ensured team member understanding and usage.* Realized double digit growth within six months of launch by restaging Pantene, Head & Shoulders, and Herbal Essences within the Latin American market charged with creating all POSM and transitional packaging. Show less

  • Sr. Design Manager Baby & Fem Care, Latin America.

    Apr 2011 - Oct 2016

  • Sr. Design Manager Hair Care, Latin America

    Feb 2007 - Apr 2011
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  Procter & Gamble

  Mar 2017 - Mar 2019

  Creative Director Fem Care Greater China

  Lead a business turnaround after six years of declining business, driving growth and profitability through design and innovation. Launch upgrades across feminine care products by reengineering the brand strategy, visual identity and communication to drive immediate change in consumer perception.* Transformed the brand from a 96 to 140 index within three years, becoming the fastest growing category brand in China.* Launched the first ever feminine care menstrual panty, realizing growth in the overnight segment of 158 index over prior year and the introduction of Tampax Pure Cotton.* Garnered recognition by Wall Street with P&G noted as the leading force of change within the market due to product innovation.* Captured revenue growth of 118 % by creating strategic designs to achieve expectation goals across e-commerce, in-store strategy, product, and packaging.* Partnered with 3rd-party manufacturers to develop new products; oversaw product design; and drove on-time go-to-market delivery. Show less

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  Nestlé Purina PetCare Europe, Middle East & North Africa

  Jul 2019 - Mar 2020

  Head of Brand Design

  Lead the transformation a movement of the Design department to its new site in Barcelona as the new Design Hub for APAC. *Head of a team of 20+ Brand designer that covered the 15+ Purina Brands. *Lead the brand identity for all Purina Brands developing business plans, brands strategies, packaging design and development.*Developed career and growth plans for the Design Team.

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  Freelance (Self employed)

  Mar 2020 - Feb 2023

  Creative Director skilled in brand identity, design thinking, and packaging.

  As a highly experienced Creative Director with a background in brand identity, design thinking, and packaging, I have a proven track record of driving business growth and profitability through design and innovation. With over 11 years of experience in the industry, I have held key leadership positions in major companies such as Procter & Gamble, Nestlé Purina PetCare Europe, and The Engineered Stone Group.My experience includes leading the transformation of design departments, managing multi-million-dollar brands, and driving growth through brand strategies, product design, and packaging optimization. I have been successful in relaunching declining brands, implementing cost-efficient and sustainable packaging design, and launching new products to achieve growth. My leadership skills include developing high-performing teams and partnering with third-party manufacturers to ensure on-time go-to-market delivery.As a consultant, I bring expertise in driving business growth through innovative design and branding. My ability to assess business needs and develop actionable plans, as well as my experience in cultivating global relationships and maximizing global scale and impact in the market, make me an asset to any organization. Whether it be through leading a business turnaround, launching upgrades across product lines, or creating brand visual identity and messaging, I am dedicated to maximizing strategy execution and delivering results. Show less

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  The Engineered Stone Group

  Mar 2022 - Jan 2023

  Packaging Development Manager

  Lead the transformation, optimization and standardization of packaging for the companies that form part of The Engineering Stone group. The group was formed of the purchase of 9 different companies that produce similar bath product as Shower trays, Bathtubs, wall panels, etc. The challenge was to understand each company´s processes, materials, products and production line procedures and be able to develop an optimized packaging. Achieving outstanding results such as:* Developed a strategic vison and procedures to validate and qualify packaging that was able to perform under all different product spec and various channels of distribution. * Qualification of one box design that fit all company’s needs.* Replacement of various materials such as wood, MDF, conglomerates, plastics, etc. to cardboard, a material much more sustainable and 100% recyclable. * Sourcing and purchase of an online cardboard cutting machine to produce CB boxes fit to size and made to order, generating less packaging materials in inventory, production line efficiencies resulting in cost savings.* Initial results 500K saving in raw material alone vs a CAPEX 300K with an ROI of 7- 9 months for the first company and plans to migrate the rest of the companies in the next 2-3 yrs., that will represent 1,5 million € in savings per year.* Additional savings like taxes by the reduction of the carbon footprint, fire insurance as cardboard has a lower flammable index, etc. Show less