Boris Fort

Leading the Iberian business of Morato Group with full P&L responsibility. Responsible for defining and executing the strategic plan, driving growth, strengthening organizational capabilities and aligning the Iberian operations with the Group’s international strategy. Key focus areas include business performance, leadership team development, operational efficiency and long-term value creation.

Appointed to lead the Iberian region with responsibility over business results, organizational structure and strategic execution. Focused on strengthening market positioning, improving internal processes and building a solid management team capable of sustaining growth in a competitive FMCG environment.

Full responsibility for company performance, strategy and execution. Led the organization through significant phases of development, working on commercial strategy, operational efficiency and leadership alignment. Managed cross-functional teams and collaborated closely with shareholders and top management to ensure sustainable growth and profitability.

Responsible for marketing and sales strategy, brand positioning and commercial performance. Led the commercial organization, strengthened go-to-market strategies and contributed to business growth in the pet food FMCG sector.

Led the Italian sales organization, managing national accounts and commercial strategy. Member of the Nestlé European Sales Steering Committee, contributing to the definition of international commercial policies.

In addition to my role within Purina, I reported directly to the President of Nestlé Italy and coordinated the Sales Directors across all Nestlé business units. As a member of the Nestlé European Sales Steering Committee, I contributed to defining commercial strategies for international customers.

Led the Spanish sales organization, managing key accounts and commercial strategy in a highly competitive FMCG market.

Accountable for sales results and trade spend across Nielsen Area 1 (€50M turnover). Led a field team of 7 RKAMs and 10 Merchandisers, ensuring effective in-store execution within the GDO channel. Acted as the link between sales force and Sales Management, translating commercial strategy into market execution and identifying new business opportunities.

Responsible for the management and development of major national retail accounts, including Esselunga, Gruppo PAM, VéGé, Selex and Auchan. The role involved negotiation of commercial agreements, definition of joint business plans, coordination with marketing and supply chain, and execution of trade strategies within highly competitive FMCG environments.

Role held within Spillers Foods until the acquisition of the Pet Food Division by the Nestlé Group. In this role I was also responsible for the total trade spending.

Responsible for the full marketing mix across the coffee portfolio (Pellini, São and Private Label) and the EDA spices brand, overseeing product strategy, positioning, pricing, promotions and portfolio development across multiple channels.