Adrián Santos Serrano

Experience

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  Diageo

  Jan 2011 - Jul 2011

  Tanqueray, Smirnoff y Baileys Trainee

  • Coordination and development launches campaign for Tanqueray and Baileys Food.• Coordination and presentation to agencies for strategic planning • Marketing Presentations for Marketing managers and work with functional teams (Trade Marketing and sales force)• Responsible for monthly sales reports and competitor analysis and market comparisons (Nielsen, sell in, BHT Image, and financial data)• Support the team to define new brand repositioning strategy with constant communication with global teams.• Organization of press events and Public Relations. Show less

• 

  Diageo

  Dec 2011 - now

  Analyze data or insights to determine industry and consumer trends for Spain and Portugal in on trade and off trade channelFull data and market analysis of the performance of the different brands.Develop shopper researches focus in leverage sales of our clientsDevise long-term development strategies for product categoriesFoster trust relationships with vendors to achieve better pricing and quality of servicesPlace appropriate orders to ensure product availability that meets consumer demandsDetermine the positioning of a product category to maximize visibilityLiaise with marketing teams to determine the adequate plans and promotional activities of a product categoryCollaborate with buyers and merchandisers to expand product categoriesMake forecasts for product demand to ensure the sustainability of inventoryAssume responsibility of budget development and revenue for category Show less Create the foundations for growth in the On Trade Channel (Wholesale and C&C) in Europe in more than 53 countries.Develop the professional shopper agenda.Lead the On Trade strategy for Europe developing new category solutions to inspire and educate the professional shopper.Develop B2B programmes with the Nº 1 global on trade customer, METRO.Main achievements:Growth of the Wholesale and C&C Channel in Europe.Develop a consistent and long term platform for the profesional shopper.Measurement and evaluation of the category solutions Show less Deliver company performance commitments, defining the best brands plan, giving our Sales Teams high quality activities to execute brilliantly at scale with our customers. Ensure Western Europe programs top in the local Insights and from country we are keeping consistency in our strategy.Main Achievements:Build a strong J&B Urban Honey plan for the On Trade Channel targeting our brand strategy to create Brand Awareness, Distribution, new product communication and consumer sampling. 90% of tastings targeting and 80% on average consumption at first quarter Grow the Tanqueray SOM +1pt by activated a BTL campaing linked to ATL through bartender experience Show less • Planning and Execution of Promotional Plans in the On Trade for Tanqueray, Johnnie Walker and Jose Cuervo.• Design of Distribution plans for the key brands of the country.• Design of Incentive plans for the sales force of the main customers.• Communication of the strategic plans to the sales force.• Purchase of promotional materials for the different campaigns.• Management of budgets and promotional quotations of the sales force.• Measurement and evolution of the promotional effectiveness of the channel plans. Show less

  • Senior Brand Manager Johnnie Walker Southern Europe

    Jul 2020 - now

  • Senior Brand Manager Johnnie Walker East Europe & MENA

    Aug 2019 - Jul 2020

  • IBERIA Market Intelligence and Category Development Manager

    Oct 2016 - Aug 2019

  • Europe Category & Shopper Marketing Manager

    Jul 2014 - Oct 2016

  • Shopper Marketing Executive

    Feb 2013 - Jul 2014

  • On trade Trade Marketing Executive

    Dec 2011 - Feb 2013