Matias Vazquez

Lead the shopper marketing team (4 people), responsible for the creation of the

physical availability growth drivers for 7 premium core and luxury brands, across 4 countries, with tailored brand and promotional strategies.

Be the link between consumer marketing and commercial execution, designing strategies, by transforming consumer insights into immersive shopper mechanics. As an example, Baileys' mechanic performance was multiplied x3 in Italy with 'Coffee & Baileys'.

Lead the design and implementation of the data capture process within trade activations, enabling lead generation.

Lead the 3rd space execution strategy, creating a Johnnie Walker platform executed at more than 30 music festivals across Southern Europe, increasing Johnnie Walker Black's share of consumption in festivals by over 8%.

Responsible for the design of channel POS materials. Secured 30% of cost savings through cluster negotiations with global providers and collaborating with Tanqueray Brand global teams to create BTL global toolkits.

Define activation standards and execution KPIs implemented in over 10,000 customers, assuring consistent shopper marketing excellence. Build robust measure and evaluation frameworks, launching the first executional and performance KPIs framework in planning process.

key responsibilities and achievements:

•Responsible for leading the commercial planning and activation team agenda in Uruguay, Paraguay, Duty Free / Border Shops in Brazil, and Argentina.

Holistic development of business planning and strategy through annual planning agenda, as well as short-term business objectives.

Define the trade strategy & activation plan, allocating investment levels by region, brand, and promotional activities. Protecting Travel Retail NSV per case and growing Gross Margin +2pts.

Ensure best in-class executions and measurement of the activities at the point of sale. Achieved record SOV increase of +6 points for Johnnie Walker Black during 200yrs campaign.

Ensure the professional development of the team based in: Montevideo, Asunción and São Paulo, 2 members were chosen key talent, which represents 50% of the key talent executives in the cluster.

Managing A&P budget in 4 countries with different currencies. Develop pricing and promotional strategy in collaboration with NRM team.

Lead the CMO agenda in Sales & Operations Planning process.

Lead the innovation pipeline together with Brand Change, managing the launch of 13 new SKUs in 3 countries.

Ensure the execution of our commercial plan and look for new opportunities with focus on sell-out. Sales Planning (S&OP).

Lead the governance of S&OP in collaboration with CP&A Manager.

Responsible for the Development of the commercial capabilities plan for internal and external partners.

Ensure the right tools for the commercial team and set executional targets in collaboration with CP&A and Sales Planning.