Manager Marketing

ARMANDO JOSE RUIZ

**.****@******.*****.**

www.linkedin.com/in/armandoj-ruiz

Commercial Senior Director – Detergents & Softeners Mexico @ Procter & Gamble MBA @ IPADE Business School

Summary & Interests

Business leader with +13 years of marketing and commercial experience working with P&G in global, regional and local roles. I've specifically worked in Batteries, Appliances (Braun), Oral Care, Deodorants, Home and Fabric Care categories; currently as the Commercial Leader

(Senior Director) of Fabric Care Mexico (largest business unit in Latin America >500MM USD) reporting directly to the Senior Vice President. I have an MBA degree at the IPADE Business School in Mexico City and a multicultural background, with work experience in 4 different cities: Caracas, Panama, Geneva and Mexico City, being fluent in both Spanish and English. I have EU (Portuguese) & Mexican passports. Experience

Commercial Leader (Senior Director) Fabric Care Mexico (Largest business unit in P&G LA) May 2019 - Present Leader of Fabric Care Mexico operations (Laundry Detergents and Softeners); the largest Country-Category combination in P&G Latin America (>500MM USD in Sales); managing an advertising & trade marketing budget of over >100MM USD, reporting directly to Mexico’s Senior Vice President / General Manager.

Key Achievements: Delivered the strongest Top & Bottom line results of the past 10 years; delivering the 5th year of top-line growth and first year of operation margin improvement in the last 3 years, behind:

- 2nd year of double digit growth in Downy Softeners (1st time in 10 years), growing share for 2nd consecutive year after 5 years of decline behind a robust marketing/trade plan that included, a new Media model, a new shelf guideline and new upsized portfolio and promo model

- 5th year of growth in Detergents (after a 5 year decline in 2010-2015), behind the launch of 2 successful line extensions (Ariel Revitacolor & Ace Suave y Delicado) implementing a new innovation/value model that’s delivering the 3rd year of share growth in Hyper/Supermarkets Marketing Director Laundry Mexico (Largest Marketing Director role in Latin America) Oct 2016 – Apr 2019 Leader of the largest Country-Category combination in P&G Latin America (>350MM USD), reporting directly to the Fabric Care Regional Vice President.

Key Achievements:

- Turned around a declining business, delivering consistent top line growth for the last 3 years

- Growing shares in our two stream lines (Powders & Liquids) for the first time in the last 10 years by focusing on the key business driver of each segment, developing a clear and thorough plan and executing it with excellence

- Turned around wholesalers & traditional channel; growing shares vs. year ago for the first time in 10 years (since 2008) behind a robust understanding of the channel dynamics; developing strong distribution tools as well as 3 new key SKU’s for the channel

- Leading and developing a high performing team, being awarded the Best Multifunctional Team award of 2018, behind a strong partnership with all functions including the Regional central team. Marketing Director Home Care Mexico Jan 2015 – Oct 16 Marketing Director responsible for the design and execution of Salvo’s (Dishwashing) marketing strategies and plans, reporting directly to the Regional Vice President. Delivered strong business turn around, growing both market share and profits for the first time in the last 10 years; closing the share gap vs. key competitor by half. Key Achievement: Leader of Mexico’s "Best Multi-functional team " as awarded by the Mex Lead Team for the results and the cohesion of Salvo’s mexico team behind…

- Developing a high performing team delivering a winning culture with bias to action, supported on a strong partnership with Regional team

- Leading a total in-store transformation for Salvo (in 90% of the Super/Hyper market stores) by: i. redefining the in-store KBDs, ii. Developing strong customer concept sales and iii. Developing the best in-store materials in P&G Mexico (Best In-store Execution award during Sep ‘16)

- Step-changing our presence in BIG white space channels as Clubs and Convenience, leading to above 30% sales growth

- Getting back on track in wholesalers and traditionals, achieving record liquids distribution while significantly improving share

- Redefining the strategy for Premium Line Extensions, being now re-applied in other markets Sales Director / Trade Marketing Oral Care & Deodorants Mexico May 2014 – Dec 2014 Sales Director leading the commercial team responsible for the design and execution of Oral Care and Deodorants commercial strategies & plans, reporting directly to the Senior Commercial Director. In this role I managed Crest, Oral B, Old Spice and Gillette brands Key achievements:

- Delivery of top and bottom line goals with Deodorants being one of the 3 fastest growing categories in P&G Mexico

- Redefined Oral Care and Deodorants in-store strategies & vision simplifying navigation and trade inventories management

- Trade Budget management including the re-design of Oral Care and Deodorants trade terms, budget definition and go-to-market approach

- Launched 2 new line extensions, one for Oral Care (3D White Enamel Protection) and one for Deodorants (Old Spice New Superior Formulas - Odor Blocker and Sudor Defense)

Sales Director / Trade Marketing Oral Care Mexico May 2013 – May 2014 Sales Director leading the commercial team responsible for the design and execution of Oral Care strategies & plans Key achievements:

- Delivered for the 3rd consecutive year double digit top line growth for Oral Care

- Achieved record value share in paste nationally while significantly recovered leadership in brushes

- Delivered trade budget efficiencies worth a new product launch

- Launched Power Brushes category developing a tailor made business model with the best results of any Power Brushes launch in LA Sr. Category Manager Oral Care / Trade Marketing Mexico January 2012 - April 2013 Responsible for the commercial planning and management of P&G Oral Care brands (Crest & Oral B) Key achievements:

- Led the commercial strategy definition for Oral Care achieving record share in Hyper & Supermarkets for 3 consecutive months.

- Established a process to ensure proper forecast planning of Hyper/Supers masterplan, leading to significant service levels growth.

- Define the best way to manage the trade budget, resulting in above market category growth for both the trade and P&G.

- Executed the launch of Crest fastest growing family (3D White) and its most important line extension (Complete Acción Duradera). Brand Manager Braun Global / Marketing – P&G Switzerland February 2010 - February 2012 Brand Manager of Braun s biggest business unit (Male Dry Shavers) Key achievements:

- Led the global re-launch of 'Braun cruZer' (Braun’s POME) significantly growing sales & footprint globally.

- Designed, developed and launched the first on-line beard styling magazine shaveyourstyle.com sponsored by Braun.

- Redefined total Braun's eCommerce strategy and SKU page design including the global roll-out for Male Dry Shavers. Brand Manager Duracell & Braun LA / Marketing – P&G Panama January 2008 - February 2010 Brand Manager for Duracell & Braun LA regional business unit. Key achievements:

- Responsible for the business turn-over of Braun LA defining a new Go-To-Market model and portfolio strategy, leading to significant. profit growth making Braun LA a profitable business for P&G.

- Responsible for the launch of specialized batteries (Rechargeable & PowerPix) and flashlights in LA for Duracell in 2008.

- Responsible for the development of Duracell s LA biggest initiative in 2009 delivering a complete new set of Promo Pack and claims. Education

MBA – IPADE Business School, Mexico August 2015 - June 2017 Industrial Engineer – Universidad Simón Bolívar, Venezuela October 2002 - May 2008 Key Awards

- Key Manager Award 2019 (Award given only to the top 30% Group Managers of P&G globally)

- Key Manager Award 2018

- Key Manager Award 2017

- Key Manager Award 2016

- Best Multi-functional team 2018 (Fabric): Award given to the leader of the best team in P&G Mex

- Best Multi-functional team 2016 (Salvo): Award given to the leader of the best team in P&G Mex

- Recognition Shares (CEO Award): Award given to the top performing talent (15%) of P&G globally Skills:

Marketing, Business Analysis (Retail Databases), P&L management, Forecasting, Budget management, Product development, eCommerce, Trade Marketing, MS Excel / Power Point Languages:

Business proficiency in English and Spanish.

Basic proficiency in French.

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