Eduardo Rodriguez

Experience

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  Colgate-Palmolive

  Apr 2012 - Dec 2017

  Responsibilities:Planning and development of all strategies, building blocks and promotional activities of the Pharmacies Channel based on expertise of the different retail environments, categories guidelines, clients perspective and shopper insights.• Promotional budget management $2MM USD.• Budget review volume plan,mid-year review and responsible to align financial objectives with the commercial team.• Identify and prioritize shopper knowledge to provide executionteams with guidelines.• Develop a solid analysis of the retail environments(SOM$,SOMVol, ND, WD, Sell In, Sell Out, Inventories, Consumer insights).Projects and achievements:• Oral Care 2020(CATMAN,Shopper experience and strategies based on health conditions of consumers). Implemented in top retailer in Ecuador.• 360 Plan to ensure value propotition and recommendation in all key stakeholders (Clients, Clerks and Shoppers). Show less Responsibilities:• Adaptation, production and implementation of all POP Material for innovations and shopper campaigns of the company ($2MM USD budget).• Boots on the ground team management; merchandisers and supervisors. (Cost to serve and execution guidelines). Also responsible of all POS reports.Projects and achievements:• POS visibility execution process(45 lowered to 15 days for implementation; $400k USD in savings). You can make a difference award winner.• Development of a handheld app and Power BI dashboard for 5Ps data collection at POS (5Ps GO). You can make a difference award winner. Show less Responsibilities:• Responsible for reaching Sell Out targets in the Pharmacy Channel.• Implementation of business plans in all distribution segments of the channel.• Analysis and recommendation of Min/Max inventories in pharmaceutical retailers.• Coordination of meetings and training sessions with the distributor’s sales force and pharmaceutical clerks.• Ensure the implementation of 5Ps strategies across all retail environments.Projects and achievements:• VIP’s Plan for the distributor customers(Terms&Conditions). • Double digit growth in all distribution segments(2015-2016). Show less

  • Retail Marketing Expert - Pharma Trade

    May 2017 - Dec 2017

  • In-Store Analyst

    Oct 2015 - May 2017

  • White Jacket - Customer Development

    Sept 2012 - Sept 2015

  • Marketing Intern - Toothpaste

    Apr 2012 - Sept 2012
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  Kimberly-Clark

  Dec 2017 - Nov 2019

  Retail Execution Team Leader

  Responsibilities:Develop and implement a merchandising model for all the operations in Ecuador. (Roles and Responsibilities, Cost to serve schedules and POS Coverage). In charge of POS Strategies and guidelines to ensure 5Ps in all retail environments. Measurement and follow up of all POS execution targets by maintaining the synergy between my team and the commercial team. (ND, SOS%, SOE%)• Leadership: 52 direct reports, 75 indirect reports. (Hiring, training, development).• Introduce Perfect Store Culture.• Headcount and visibility budget management $3MM USD.Projects and achievements:• Foto del éxito(Handheld ready category/RE guidelines).• K-C Army(Motivational and KPI focused program for merchandisers).Best practice across LATAM region. Show less

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  Unilever

  Nov 2019 - May 2021

  Trade Marketing Manager - Personal Care

  Responsibilities:Strategic, tactical and executional leadership of the category. Responsible for building, integrating and implementing the main pillars and building blocks in all channels, customers andretail environments (category drivers, product innovation, in-store execution, sales tools) to outperform KPIs objectives.• Leadership: 2 specialists.• Short and long term category business plan $100MM USD.• End-to-end Trade marketing investment management $13MM USD• KPIs analysis and sales forecast management (SOM$,SOMVol,ND,WD, Sell In, Sell Out, Stocks, Invoiced stores, orders, drop size).• Stakeholders synergy and aligment(Marketing, Commercial,execution, demand planning and controlling teams).• Promotional grids,POP material production and logistics,PerfectLaunch and POS communication.Projects and achievements:• 5 months over delivering top line performance.• +50% SOM gain in antidandruff segment. • +7 SOM Points recovery lost during pandemics in deodorants.• Sprays gained +15pts in market penetration by converting users.• Top 3 key accounts involved in CATMAN projects. Show less

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  Calbaq S.A

  Aug 2021 - now

  Trade Marketing Manager