Country Manager Marketing Director

LUIS HEYSEN JORDAN

Winter Park, FL *****

Phone: 689-***-**** / ****************@*****.***

linkedin.com/in/luisheysenjordan

Senior Executive with solid marketing, trade marketing and sales experience in multinational and regional companies in consumer products, retail and pharmaceutical industries. Oriented to build brand value and penetrate markets, increasing sales and profitability. Highly analytical, innovative, results-oriented professional with strong experience in finance, project management and digital marketing. Skilled in collaboration and negotiation. Recognized for developing people. Spanish and English fluency and computer skills.

PROFESSIONAL EXPERIENCE

IGIT Consulting, Orlando, FL / Peru 2021–Present

Business Consultant

Independent business consultant with strong experience in management, marketing and sales. Focus on deep consumer and client understanding to deliver strategic business planning and brand building, increasing sales and profitability.

-Formula Kart: Entertaining Karting Circuits (indoor & outdoor) with 4 locations in city of Lima. Turnover (20 karts each /100 clients avg. per day /Turnover: 2020 - US$ 239M (pandemic) and 2021 - US$ 932M.

-Restaurant “Al Asador”: grill & pasta Argentinian fusion restaurant with 65 employees and US$ 1.5MM annual sales.

-Restaurant “Oceanika” seafood fusion & Japanese food with 40 employees and US$ 0.90 MM annual sales.

Naos Peru 2021–2022

A French pharmaceutical global company specializing in medication for dermatological and hair/scalp conditions as well as for pediatry and cell regeneration with US$ 350MM annual sales. Local annual revenues US$ 10 MM and 75 employees.

Marketing and Commercial Manager

Responsible for leading Peruvian commercial operation, focusing on brand building, strategy and development of Bioderma, Institut Esthederm and Etat Pur. Reporting to the Country Manager of Naos Peru and Marketing Director of Naos Latam and Global Headquarter in France.

Andina Alimentos - Picasso Group 2019–2020

Peruvian food and beverage company with brands including Danlac, Yoleit, Vigor, Selva, Huanchuy, Hornimans, Cremino and Ricco’s. Local sales of US$ 32 MM annually and more than 450 employees with two facilities/plants.

General Manager

Responsible for the company’s financial results (full P&L), brand health and building a winning and innovative culture within the Andina Alimentos team.

-Increased EBITDA by +7pp in 2019 due to improvement of gross margin %, reduction in sales costs, an improved price strategy, mix of products and the reduced operative spends (-17%). Achieved a positive EBITDA since January 2020.

-Redirected the commercial strategy, focused on the management of sales fundamentals. Restructured the go-to-market model.

-Successfully launched Greek Danlac Yogurt 420g and Line 900g, achieving sales growth in Danlac Dairy Brand of +24% vs previous year (Silver Effie awards).

-Implemented new successful brand territories for Muss and Selva brands.

-Led Andina team to build a high-performance team focused on achieving goals. Organizational restructuring and developing people.

Compañia Nacional de Chocolates de Peru – Nutresa Group (COL) 2015 – 2019

Led the production and marketing in eight business units for the fourth largest food company in Latin America, a Colombian multinational company with US$ 3 billion annual sales. Direct presence in 14 countries and 40 plants. Local annual sales of US$ 90 MM and 1,000 employees.

Marketing and Trade Marketing Director & Innovation leader

Led business development, business-to-business strategy, strategic plan development and brand digital marketing in Peru. Oversaw eight categories: chocolate confectionary, hot chocolate beverages, nutritional flavored powders, baking mixes, nuts, cookies and crackers, coffee and cold beverage powder mixes. Reporting to the Country Manager of Peru and to the Corporate Marketing Director.

-Increased net sales in total business by +6.5% average per year. Specific brand results included: Olé Olé grew +21%, Winter’s Chocolates +16% and Chin Chin Biscuits +17%.

-Achieved historical record for market share % value in Milk Modifiers, with Winter’s and Chocolisto to 33.9% (+4.2pp), Zuko 43% (+3.1pp, #1 in Peru) and Confectionary with 12% (+1.6pp).

-Relaunched Winter’s iconic Peruvian brand, with new positioning, target, brand architecture and look and feel that played decisive role in achieving record growth.

-Successfully launched brands and new products: Granuts, Olé Olé Coconut, Chin Chin Chocoaventura and Cream Mix, Winter’s Cocoa 400g and candy bars, Picaras Turron and Chips.

-Played instrumental role in driving +4.5% increase in gross margin through an aggressive innovation program, price increase, mix improvement and cost reduction.

Laboratories HERSIL LIF 2012–2014

A Peruvian company with operations in Peru, Bolivia and Ecuador and exports to 20 countries. Leader in commercialization of pharmaceutical and OTC products. More than 1,100 employees.

Commercial Manager – Consumer Healthcare and OTC Peru & Bolivia

Directed the startup of the Division. Responsible for full P&L, strategy and commercial execution for Supermarkets, Mom & Pops, C&C, C-Stores, Malls and eCommerce. Led a team of 12. Reporting to Executive Committee.

-Led communication strategy for main brands for Omni channel media plans.

-The business reach S/. 2.4 MM Net sales on year 1, 2013, with positive EBIT. Net Sales YTD May 2014 vs same period last year: +277%. Estimated Net sales 2014 on +45% vs py. (Perú).

-Increased market share value for nutritionals category from 0% to 7.5% in Supermarkets channel (Mar. 2014/CCR), getting 2nd place in ranking.

BEIERSDORF PERU 2007–2012

BDF Beiersdorf AG, Hamburg is a German multinational company with US$ 8 Billion annual sales that manufactures and retails personal and skin care products. Local annual revenues US$ 24.5 MM and 55 employees.

Marketing Manager

Marketing Manager for Beiersdorf Peru. Responsible for brand building and strategy and development of NIVEA, Eucerin, 8x4, and Hansaplast. Reporting to Country Manager of Beiersdorf Peru and Marketing Director of Beiersdorf Andean Group (Colombia, Venezuela, Ecuador and Peru) and South Cone Group (Chile, Paraguay, Bolivia and Peru).

-More than doubled net sales in 5 years, from US$ 9 MM to US$ 24.5 MM.

-Increased Nivea and Eucerin brand funnel variables to improve brand loyalty. Repositioned Nivea Jewel and Nivea Caring platforms, which were decisive in brand building strategy. Led Nivea 100th anniversary plan with double-digit growth.

-Nivea Lipcare grew 1199%, Eucerin grew 492%, Nivea Deodorant grew 322%, Nivea Bathcare grew 317%, Nivea Sun 294%, Nivea for Men 216% and Nivea Visage 157% in Net Sales.

-Boosted market shares % in key categories: Nivea Sun (+12.6pp), Nivea Deodorant (+6.6pp), NIVEA Soap (+5.9pp), Eucerin (+12.7pp).

-Increased total gross margin % by +5pp due to a successful innovation program, price increase and mix improvement.

-Restructured and consolidated marketing team.

RIPLEY 2006 – 2007

Chilean – Latin American integrated retail company, a leader in the department store business with local US$ 1,100MM annual sales.

Senior Product Manager – Purchasing Manager

Led strategy, administration and buying plan for Men’s Sport Clothing department. Brands: Dior, O. de la Renta, K. Stevens and others. Reporting to Men`s Division Manager.

-Grew net sales by 25%, obtaining first place in ranking for Men’s division.

-Grew net sales of Christian Dior brand by 40%

-Successfully launched exclusive brand Oscar de la Renta (11% above sales plan).

UNILEVER ANDEAN GROUP - PERU 2002–2006

British-Dutch transnational consumer goods company with local annual revenues of US$ 50 MM.

Senior Brand Manager – Personal Care: Deodorants and Soaps 2004–2006

Led deodorant and soap category brand portfolios, including Rexona, Axe, Dove and Lux. Oversaw brand strategy, sales forecasting and innovation planning. Reporting to the Marketing Manager Home and Personal Care.

- Successfully executed U&A studies, product launches and brand communication campaigns for Axe Click, Dove Hair Care and Rexona Sensitive.

- Delivered record market share for Rexona 22.5% (Nationwide / July 2005). Axe grew from 7% to 8.1% Nationwide market share (YTD 2005 due to Axe compact traditional trade launching.

- Market category soap leader with 23% value MS Nationwide and 35.3% of MS in Supermarkets channel (+5.3pp ) due to Rexona relaunch grew +145% and Dove +10%.

Marketing Home & Personal Care Supervisor May 2004–June 2004

Management Trainee (program: Sales, Finance, HR, Marketing and TM) May 2003–Apr 2004

Traditional Trade Intern Nov 2002– Apr 2003

UCP BACKUS & JOHNSTON S.A.A HR / Finance Department / Intern Feb–Nov 2001

HARRAH’S / HARVEY’S HOTELS (South Lake Tahoe, CA – USA) Dec 2001–Mar 2002

Housekeeping and Customer Service department - work & travel program

TECHNICAL PROFICIENCIES

Excel, Word, PowerPoint, Microsoft Project, Semrush, Visio, ERP Systems, Web Meeting Software (Zoom, Microsoft Teams, Google Meet), AutoCAD, Minitab. Skilled in Access and Visual Basic. Social media.

EDUCATION

The Wharton School, University of Pennsylvania, Connected Strategy, 2020

International Business Management Institute (IBMI), Germany, Digital Transformation, 2020

Universidad Peruana de Ciencias Aplicadas, Retail Marketing – PEG, 2005

UNIVERSIDAD DE LIMA, Bachelor in Industrial Engineering, 2003

WORKSHOPS /SEMINARS

Marketing Annual Congress, CAMP. June 2016, 2017 and 2018.

Workshop Captour Imasd: Design Thinking, Innovation for Value. Medellín - COL, 2018.

Skin Care University, Consumer Insights & Discovery. Beiersdorf HQ, Hamburg, 2007– 2011.

Leadership – Adolfo Ibañez University (Chile). Beiersdorf 2007.

Brilliant Brand Activation, Business Analysis & Planning Workshop. Unilever. 2004– 2005.

AFFILIATIONS

- National Association of Advertisers of Peru: Technical and Final Judge

- Effie Awards Peru: Final Judging Panel

OTHER: Spanish native, English fluency and computer skills. My hobbies are swimming, cycling, reading and social responsibility activities.

REFERENCES:

Carolina Polo, VP of Marketing Greenleaf Foods IL, USA / Former CMO – Grupo Nutresa / 847-***-****

Roberto Gomez Reyes, SVP The Elite Flower FL, USA / Former CMO Beiersdorf Hispanic Latam

Luis Leey, Former Country Manager Beiersdorf Peru (511-***-***-***

Roberto Arbulu Chu, Former Commercial Manager Unilever Peru

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