Arturo VERGARA

Experience

• 

  Citi

  May 1993 - Dec 1993

  Brand Manager Junior - Mexico

  • Launch of first bank card with photo and signature on main cover

• 

  DINA Camiones / Autobuses

  Dec 1993 - Dec 1994

  Brand Manager Senior - Mexico

  • Development of brand - product strategy for main client and distributors. Communication, promotional events, technical information, public relations ◦ Good relationship with distributors moved up sales by 10%

• 

  Unilever

  Jun 1995 - Feb 1997

  Trade Marketing Manager - Mexico

  • Accomplish marketing strategies at Point of Purchase, cross merchandising, category management, restock products, promoters agency, promotional events ◦ Sales boosted at 15% and profitability increased by 8%

• 

  Carrefour

  Feb 1997 - May 2000

  • Sales development of food products in order to increase the productivity• Analysis and reporting of results : sales, profit, stock, ROI ◦ Development of suppliers files to get better commercial conditions• Category management process and new product location into the store : revenues improved on 80% of categories • Negotiations with suppliers : pricing, margins, promotions, payment terms• Monitoring performance indicators : beverage, personal hygiene and cleaning house products ◦ Increased business conditions by 2%

  • Sales Development Manager - Mexico

    Jan 1999 - May 2000

  • Buyer Food Products - Mexico

    Feb 1997 - Dec 1998
• 

  Carrefour

  Jul 2000 - Nov 2012

  • Country marketing plan : branding, segmentation, trade marketing, market share, category management, communication, CRM, geo-marketing, e-commerce, social media marketing, SWOT analysis• Implementation and development of qualitative and quantitative surveys : 18 reports per year with the double objective of standardizing processes and providing specific recommendations ◦ Budget saved 35%• Production of Brand Health surveys : brand image, store performance, perceived value ◦ Internal consulting to support local marketing directors with the goal of developing competitive strategies• Training the teams about marketing actions on Point of Purchase : defining right adaptations and monitoring team independence ◦ Supervise the marketing research team : 5 people covering 3 countries Show less • Transferred and applied image surveys to Europe, Asia and South America : cross-merchandising between sectors and benchmarking among categories• Led global research process concerning client satisfaction and shopping experience• Unification of marketing group methods to local needs : strengthened brand value, develop strategic axes to improve client perception ◦ Profit increase 3%• Ensure continuity of surveys as strategic basis ◦ Launch new store characteristics : quickness at check out counter, evolution of store concept Show less • Apply strategies for sales development of food and non-food products in France ◦ Improvement of commissions 2%• Discerning business culture, competitors and consumer local habits• Preparing reports on sales and product performance ◦ Recommendations : assortment by store, product location ◦ Sales by category advanced between 30% and 70% ◦ Textile sector : new concept « space - decor - environment »• Analysis of negotiation process concerning profitability : better visibility of products and improvement of clusters ◦ Assortment / Sales by category Show less

  • Marketing Research Manager - South America (Argentina, Brazil and Colombia)

    Jan 2007 - Nov 2012

  • Marketing Research Manager - Europe, Asia and South America

    Apr 2004 - Dec 2006

  • Sales Development Manager - France

    Jul 2000 - Mar 2004
• 

  Cencosud S.A.

  Dec 2012 - Jul 2015

  Consumer Insights Manager - South America (Argentina, Brazil, Chile, Colombia, Peru)

  • Launch, positioning and brand management, marketing strategy, market intelligence, customer segmentation, store operations, advertising, category management, private label products, pricing and exclusive services ◦ Negotiation and development of communication strategy with agencies ◦ Budget management ◦ Coordination of 7 people around 5 countries (marketing research team)• Organize the consumer insights structure (Supermarkets division) ◦ Spread research methodologies in South American countries ◦ Conversion of consumer insights on selling strategies ◦ Score of customer satisfaction• Visual merchandising POP: store remodelling, layout, brand transition, moment of truth, eye tracking, conversion of value proposal « Service - Quality - Assortment » Show less

• 

  Retailligence S.A.S.

  Oct 2015 - now

  Co-founder