MARCELO GINESTEL

Racine – Wisconsin - USA

C: 262-***-****

adhvzc@r.postjobfree.com

https://www.linkedin.com/in/marceloginestel

To whom it might concern,

In response to the job posting with reference Marketing Director I’m enclosing my resume and an overview of my background and experience, below.

I’m a passionate and dynamic leader with a General Manager mindset, and a remarkable global commercial experience in the areas of Marketing (Brand & Product Management, Innovation, Communications) and Sales, built in fast-paced CPG environment at a Global leading organization (S.C. Johnson & Son).

I have a proven track record of delivering sustainable results (Revenue, Bottom Line, and Market Shares) for the brands and businesses I managed.

Briefly, my background includes:

Global Brand / Product Management for businesses with revenues from US$ 20 MM to US$ 2 BN, partnering with teams in 90+ countries.

Development of Brand Strategy, Brand Positioning, Brand Planning and Guidelines, and Visual Identity.

Integrated Multi-Channel Marketing Campaigns, creative content development, and execution at Global levels, across multiple channels Including digital & social media (SEO/SEM) along the consumer journey.

Product Management, product strategy, positioning, claims, qualitative, and quantitative research, global GTM plans, launch toolkits development, adaptation/localization to markets/consumers.

Consumer-Centric End to End Innovation. Strategic new product roadmaps and go to market strategies. Project management from consumer/customer insights to launch.

Sales & Marketing leadership with experience in Retail, Wholesale, Pharma, Distributors and Ecommerce.

Continuous Improvement, Product Portfolio Optimization, and Margin Enhancement Initiatives Cross-functional team leadership (Sales, Finance, Manufacturing, R&D, Legal, Regulatory Compliance).

Global P&L management, forecasting, long-term financial and strategic planning.

Mergers & Acquisitions: Brand/Business integration and transition.

Curious and collaborative, I build trust-based relationships with internal and external partners to exceed goals by leveraging different perspectives and skills.

Given my regional and global roles, I have extensive experience working in complex matrix type organizations where, accountability, partnership, influence, problem-solving and communication skills are critical.

I look forward to hearing from you.

Sincerely.

Marcelo Ginestel

MARCELO GINESTEL

C: 262-***-****

adhvzc@r.postjobfree.com

https://www.linkedin.com/in/marceloginestel

BACKGROUND SUMMARY

Global Marketing Executive with remarkable experience in CPG Global and Domestic Marketing, Brand Management, Communications, Innovation and Sales. Track Record of delivering sustainable Market Share, Revenue and Bottom-Line growth across product categories and brands. Innovative, Analytical and Effective leader with expertise in:

Global Brand Marketing Strategy

Strategic Planning & Budgeting

Talent Management, Hiring & Coaching

M&A and Global Business Integration process

User Centric and Brand Building Innovation

Global Budget and P & L management

Cross-Functional Teams Leadership

Integrated Marketing Communications

PROFESSIONAL EXPERIENCE

From2 Consulting (President), Racine WI 2016 to present

Supporting organizations in the B2C & B2B spectrums such as PE firms, Food & Beverages, Pet Care, and Professional Services, in the areas of brand positioning, marketing campaigns development, portfolio optimization, innovation, competitive & market intelligence, business strategy, and Profit Improvement.

S.C. JOHNSON & SON

Sr Director, Global Marketing - Innovation – Home Cleaning - USA 2015 to 2016

Provided strategic direction and defined the global consumer-centric & brand building product innovation strategy, products roadmap, built innovation capabilities, and created global launch plans to fuel the growth of key Global/Regional Brands. (Mr. Muscle, Duck, Pledge, Windex) for a $2.2 BN business.

Developed innovation strategies and new products roadmaps with projected sales of $600 MM based on demand spaces, customer needs and insights/segmentation, industry trends, and business analytics,

Led cross-functional teams to build capabilities, strategic frameworks and leverage best practices to deliver best in class consumer-centric and brand building innovations, aligned with financial targets.

Partnered with cross-functional leaders to drive cost efficiencies and speed to market (25% reduction)

Collaborated to develop new Brand Strategies, Brand Architecture, Visual Identities and Brand Assets for Global and Regional Brands (Pledge, Scrubbing Bubbles, Duck, Windex, Mr. Muscle, etc.)

Sr. Director, Marketing Brand Management, International Markets - Pest Control- USA 2014 to 2015

Led planning and execution of international strategic plans including brand portfolio management, and integrated marketing campaigns for Latin America, Asia, Africa, and EMEA markets with $1.7 BN sales.

Developed strategic initiatives to turn around the business in China, Europe and India. Leveraged competitive analysis, consumer insights, distribution, portfolio mix, pricing, innovation and brand activation strategy shifts from offline marketing to social/digital/mobile media inclusive, which turned a multiyear declining trend into market shares gains and revenue growth.

Sr. Director, Marketing Brand Management, Emerging Markets – Pest Control - USA 2010 to 2014

Accountable for business vision and development of business plans for LATAM, Asia, Africa, Middle East Developed and coordinated execution of Brand & Product Marketing Strategy, Integrated Communications and Product Development for a $1.2 BN business and key global brands (I.e. Raid, Off).

Led development of overall Brand Portfolio and Marketing Strategy including but not limited to Brand Positioning, Brand Identity and Architecture, for key Global (Raid, Baygon, Off), and Regional Brands.

Led development of global/regional integrated marketing plans, communication and brand assets for local markets while strengthening product portfolio and retail distribution to deliver record sales, market share +2.4 pts and financial results (Sales CAGR 12%, PC CAGR 16%) for three consecutive years.

Pioneered and implemented the first Global Disease Prevention campaign (Traditional, Social / Digital Marketing, PR / Influencers) against Dengue which increased awareness of disease risks, people engagement with prevention methods and strengthened Brand Awareness and Equity KPIs.

MARCELO GINESTEL, Page 2

Marketing Director Emerging Markets - Air Care - USA 2006 to 2010

Led Brand Marketing, Communication and Innovation strategies for Glade across developing markets (LATAM, Asia, Africa, and E. Europe). Through integrated marketing and innovation, achieved record market share and record financial results (over 40% sales and profits CAGR) for four consecutive years.

I leveraged global consumers insights, market analysis, and design thinking, to build a new product line and innovation platform roadmap which delivered yearly sales of US$ 150MM, profit margins 40% above business average and expanded category penetration and market value.

Created a “fragrance-first“ brand strategy (Fragrance portfolio, Innovation, and communications) which boosted business sales (+15%) and strengthened Glade’s Brand Health and Brand Equity key metrics.

Developed Air Care business entry strategy for Japan defining portfolio, pricing and communication strategies, market shares and financial goals, delivering US$ 50MM revenue in the first year.

Regional Category Director - Latin America - Air Care - Mexico 2004 to 2006

Led the Air Care division in brand development, innovation, communication, portfolio /branding strategies and deployment of the global strategy to Latin America, based on deep consumer and market knowledge.

Aligned execution of marketing strategies across the region. Led innovation, portfolio optimization, pricing strategies, advertising campaigns, cost savings initiatives and spearheaded regional competitive intelligence, delivering record market shares in 90% of markets, together with DPM and PC growth.

Regional Marketing Manager (LATAM) - Center of Innovation - Pest Control - Mexico 2001 to 2004

Led new product strategic planning, development, and Go to Market strategies for Latin America.

Led new product design and development leveraging Pan-American consumer insights, market research, and white space analysis. Launched three innovations that grew shares and revenue.

Developed Product Marketing toolkits and guidelines for the launch of new products, to ensure consistent brand & product positioning across countries, media and commercialization channels (path to purchase).

Brand Manager - Insecticides, Fabric Care, Furniture Care - Argentina 1998 to 2001

Provided Marketing leadership for development and implementation of marketing programs and brand activations, including portfolio mix, brand strategy, pricing strategy, sales support toolkits and assets for new product and new brand launches (Shout Odor Eliminator and Grand Prix Auto Care line).

Sales Manager – Modern Trade, Wholesale, Distributors - Argentina 1995 to 1998

Led negotiation of Annual agreements with key global customers (Wal-Mart Carrefour). Defined and implemented Account Strategies which drove revenue and profitability growth. Imparted training to the sales organization and created a National Merchandising Team to improve the in-store customer experience.

Key Account – Modern Trade, Wholesale, Distributors - Argentina 1993 to 1995

Accountable for business development, annual agreement negotiation with global customers (Wal Mart, Carrefour) and implemented Category Management to improve shelf share, revenue and bottom line.

EDUCATION

MBA, General Management – IAE Business School, Argentina

Postgraduate studies in Strategic Marketing, Universidad de Palermo, Argentina

Public Accountant (CPA) degree, UCA – Catholic University of Argentina

Business Administration degree, UCA – Catholic University of Argentina

LANGUAGES

Bilingual: English (Fluent) - Spanish (Fluent) - Portuguese (Conversational)

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