Francisco Bartrina
MARKETING DIRECTOR LATAM @ Grupo Truper
About
International Marketing Executive with 15 years of experience in strategic planning and brand development across leading global companies. Proven track record in developing marketing strategies and executing global projects in 34 countries, including market integrations, brand positioning, and category management. Skilled in managing portfolios and product offerings to achieve business objectives with budgets up to $6 million USD. Recognized for analytical and systemic thinking, global vision, and innovation leadership. Experienced in leading high-performing, multicultural teams, strategic influencing, and driving change through consumer-centric approaches.
Mexico
Mexico City
Food & Beverages
Strategic Thinking, Interpersonal Skills, Análisis de marketing, Gestión de marca, Market Planning, Multi-Channel Marketing, Project Coordination, Business Development, Strategic Leadership, Brand Marketing, Marketing Operations, Analytical Skills, International Marketing, Teamwork, Marketing Strategy, Business Strategy, Strategic Planning, PMO, Trade Marketing, Project Management
Experience
MARKETING DIRECTOR LATAM
Grupo Truper
Mexico City, Mexico
Global Marketing Director
Grupo Bimbo
Mexico City, Mexico
Spearheaded the rollout of a consumer-centric approach, driving deep consumer understanding and engagement across the organization. Successfully implementing a new operating model and change program. Led expansion into Tortillas as an alternative category in new markets, transforming niche products into mainstream categories and achieving double-digit growth.
Global Marketing Manager
Grupo Bimbo
Defined and executed global brand, category, and product strategy (bread, buns, and flatbread). Managed a $3M USD budget, reporting to the Global Bread VP. Key Achievements: - Led the integration of a newly acquired company in China, defining brand strategy for Bimbo and Mankattan and building the local marketing structure. - Delivered positive ROI through cross-border projects in 20 countries from year one. - Developed and rolled out a consumer preference testing methodology in 2016, boosting launch success rate by 15%. - Launched a global marketing asset platform in 2016, cutting production time by 20% and reducing operational costs by 10%.
Strategic Planning Manager
Grupo Modelo S.A. de C.V.
Marketing Specialist
3M
Education
ISDI
Internet Business
Harvard University
DIGITAL BUSINESS
A week of training with participants from Harvard, MIT and NYU universities under the direction of Colin Maclay, Executive Director for the Annenberg Innovation Lab at Southern California University
Tecnológico de Monterrey
Industrial Engineering
Instituto Tecnológico Autónomo de México
Econometrics
Francisco Bartrina's Contact Information
Phone
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