Raúl Martínez González

Brand Head @ Grupo Peñafiel

About

Profesional en marketing con más de 5 años de experiencia en marcas de bebidas carbonatadas. Especializado en estrategia, innovación y posicionamiento, colaborando con empresas multinacionales para impulsar el crecimiento de marca y liderar proyectos de alto impacto.

Country

Mexico

City

Mexico City Metropolitan Area

Industry

Marketing & Advertising

Skill

Sales and Marketing, New Product Implementations, Nielsen Data, Marketing Management, Market Research, Product Launch, Teamwork, Communication, Budgeting, Liderazgo de equipos multidisciplinarios, Negociación de contratos, Análisis de mercados, Gestión de presupuestos, Marketing digital, Capacidad de análisis, Estrategias de mercado, Gestión del tiempo, Planificación de eventos, Elaboración de presupuestos, Liderazgo de equipos

Experience

Brand Head

Grupo Peñafiel

2023-10 - Present · 3 yrs

Área metropolitana de Ciudad de México

Planning, strategic development (growth and positioning) and management of innovation projects for Squirt, Canada Dry and RC Cola brands. Constant market analysis, detection of opportunities and trends in compliance with the brands' strategies along with the analysis of financial information, budget management for A&P and P&L analysis for each brand. Team management, working with creative agencies, media, design and digital agencies ensuring the correct use of brand image. Negotiation of sponsorships and potential allies for the presence of the brands in different national events and festivals. Coordination with all internal areas involved for the launching of innovations.

Brand Coordinator

Grupo Peñafiel

2022-9 - 2023-10 · 1 yr 2 mos

Área metropolitana de Ciudad de México

Planning, strategic development of growth and positioning of Clamato, Aguafiel, Snapple, RC Cola, A&W and more imported brands, through market analysis, trends and insights, product testing, budget management, coordination and briefing of 360° agencies, negotiation of sponsorships and allies for the presence of the brands in different events and national festivals, analysis of financial information, launching of innovations for the brands' categories, advertising campaigns and sales follow-up.

Brand Analyst

Grupo Peñafiel

2021-9 - 2022-9 · 1 yr 1 mo

Área metropolitana de Ciudad de México

Strategic planning of the Clamato brand, through market analysis, budget management, coordination with agencies, insights information, financial information analysis, monitoring of Clamato categories and advertising campaigns.

Innovation & Insights Analyst

Grupo Peñafiel

2019-2 - 2021-10 · 2 yrs 9 mos

Área metropolitana de Ciudad de México

Creation of consumer-centric strategies for new product launches, from ideation to post launch. Follow-up of more than 100 national innovation projects, P&L analysis, performance reports, schedule follow-up, achieving between 25% & 40% increase in potential launch ideas.