1. STRATEGIC MARKETING
José Gabriel Hernández Chávez
Encino Grande 77-9, Tetelpan
México 01700, D.F. 5585 0229
Cell: 04455 5402 1353. E-mail: ghernandezch@gmail.com
SUMMARY:
• More than 25 years of experience in top multinational companies focused on consumers (Anderson-
Clayton, Colgate & Palmolive, Ponds, Warner-Lambert, Seagram, Promeco, Revlon)
• Wide diversity of products, categories and marketing cases (package foods, household products,
personal care, OTC products, shaving blades, wines & spirits, cosmetics and fragrances)
• Careful handling of powerful brands with strong / solid positioning (Pronto, Suavitel, Ponds, Schick,
Listerine, Chivas Regal, Absolut Vodka, Tequila Don Julio, Martell Cognac, Pharmaton, Lonol,
Bisolvon, Isodine, Revlon).
• Latest position as Regional Marketing Director for Revlon Latin America, based in Mexico City.
• Independent entrepreneur experience in pre-school material market.
• Licensee in Communications –major in marketing and advertising- from Universidad Iberoamericana.
Top Management Program at IPADE (Instituto Panamericano de Alta Dirección de Empresas).
100% Fluid in English language.
• Outstanding results in the following areas: creative, analytical / problem solving, team building, P&L
driven to top and bottom line results. Core skills on strategic planning, projects management,
advertising and consumer interpretation.
PROFESSIONAL EXPERIENCE
MATERIAL PEDAGOGICO SA DE CV.
COMMERCIAL AND OPERATIONS DIRECTOR
Reorganized new commercial team and operations structure. Analyzed and re-oriented customer portfolio
strategy oriented towards profitablility. Reingeneered process of purchasing and customer service,
including warehousing and distribution. Sales growth of 32%.
STRATMASTER, SC México, DF, 2010-2011
FOUNDER & ASSOCIATE.
Developed and launched Strategic Category Study on use and purchase motivation / segmentation on
specific categories.
INDEPENDENT STRATEGY CONSULTANT Mexico, D.F , 2006-2010
• Grupo MAS (Market Intelligence, Research and BTL activities)
• Productos Ideal de México (Forros de Plástico)
• Editorial Avante
REVLON DE MEXICO, S.A. DE C.V. Mexico, D.F. 2003-2006
LATINAMERICA REGIONAL MARKETING DIRECTOR
In charge of delivering the annual strategic marketing plan for the region. Coordinated all global launches
and alignment of the marketing planning process throughout Latin America. Dotted team of five marketing

2. managers in Brazil, Venezuela, Central America, Argentina and Chile, supported with regional R&D
manager and operations manager. Coordination of launching process with head offices in New York.
Also responsible for execution of the brand plans in Mexico, with a team of 13 executives.
• Prioritized core line by focusing resources throughout the region to strengthen the leading
corporate muscle. Introduction of seven new products and relaunches in two years and updated
portfolio regionally. This resulted in a 33% growth in 2005 vs 2003, expecting to reach 50% by
year end 2006.
• Built competitive level of investment behind Revlon Mexico top line to recover positive market
trend in second year.
• Expanded Brazil’s major brand (Bozzano) into new category, achieving 7% of the disposable
razors market in year one.
• Relaunched value personal care line in Mexico to compete in mass markets of shampoo,
conditioner, body lotion and deodorant. Aquamarine line took off from least position to no. 2 in net
sales and volume.
EDITORIAL AVANTE, S.A. DE C.V. (Family Business) Mexico D.F. 2000-2003
COMMERCIAL DIRECTOR
In charge of organizing overall strategic plan and defining marketing strategy for the short and long term
as well as alignment of the whole commercial and operational practice focused on new scheme.
• Determined core line depuration and target definition.
• Upgraded and trained internal team to perform more professional practice and advisory
positioning. Developed new, impactful promotional tools and events.
• Determined adjusted positioning and levered it as the corporate mission
• Developed all-new commercial scheme based on national reach through distributors network.
• Awareness among the professional channel was instantly recovered and well received. Strong
willingness to adopt material was shown since year one.
• Network of 23 new exclusive distributors was achieved at second year. Clients portfolio was
reduced from 250 to 50 clients, achieving sales growth of 100% at year end 2002 vs. 1999.
• Sales growth of 90% in three years.
SEAGRAM DE MEXICO Mexico D.F. 1998-2000
MARKETING DIRECTOR
Development of the company’s long-term strategic plan as well as annual business plan. Growth plan
through analysis of portfolio opportunities in current and new markets. Strategic support to House of
Seagram (NY) in research and opportunities analysis for new global brands introduction and acquisitions.
Marketing annual plans. Coordination and control of all brands’ marketing activities.
• Reorganized marketing focus to on-premises. Recovered major brands consumption penetration
and awareness.
• Reorganize marketing group into consumer target specialists. Levered consumer research and
consumer knowledge to specific target profile consumption drivers.
• Revitalize Passport as a fighting brand on the premises through margin. Recover Chivas Regal’s
leading gap in declining on-premises channel and grow share in northern areas (Nielsen I and II)
vs. Buchanans. Reinforce the brand positioning through Chivas 18.
• Follow acquisition of Tequilera Tres Magueyes and merge Don Julio and Tres Magueyes brands
into Seagram’s portfolio.
• Launch Captain Morgan into test market in Guadalajara.
BOEHRINGER-INGELHEIM / PROMECO Mexico, D.F. 1995-1998
MARKETING MANAGER, SELF-MEDICATION BUSINESS UNIT
Responsible for business unit strategic marketing plan and implementation of brand plans for the recently
structured OTC business unit. Build a solid base of consumer knowledge to redefine positioning of each

3. brand. Establish the division´s marketing procedures and controls. Consolidate the OTC division major
brands and bring new switches from prescription division to OTC unit.
• Relaunch of Lonol, Isodine and Pharmaton (three of the four flagships) through new package
design and advertising.
• Launch brand extentions of Isodine (buco-faringeal, vaginal and soap).
• Share of market leadership was achieved (value) in all three categories at year-end ’97
(Pharmaton sales grew 43% vs. previous year).
• New switches from prescription Quadrax analgesic, Laxoberon laxative and Bremagan Flu cold
reliever to OTC treatment. Special emphasis on distribution. Strong merchandising in selfservice
stores to lever consumers’ awareness while focus on traditional pharmacies distribution and
build-up of on-premise recomendation.
• Total OTC business unit achieved a sales growth of 103% vs. 1996 (closing 1998). Value share
grew 67% to reach 9.2% of total OTC market. Distribution levels grew from 79% to 86% at year
end (AC. Nielsen weighted).
SEAGRAM DE MÉXICO Mexico, D.F. 1990-1995
MARKETING MANAGER
SCOTCH WHISKY GROUP MANAGER
PONDS DE MEXICO Mexico, D.F. 1988-1990
BODY LOTIONS BRAND MANAGER
WARNER LAMBERT / CIA. MEDICINAL LA CAMPANA Mexico, D.F. 1985-1988
BRAND MANAGER RAZOR LINE
BRAND MANAGER OTC LINE
COLGATE-PALMOLIVE Mexico, D.F. 1984-1985
JR. BRAND MANAGER
ANDERSON CLAYTON &C O. Mexico, D.F. 1982-1984
BRAND ASSISTANT
ACADEMIC BACKGROUND
UNIVERSIDAD IBEROAMERICANA Mexico, D.F. 1978-1982
Bachelors degree in Communications with major in marketing and advertising.
IPADE (INSTITUTO PANAMERICANO DE ALTA DIRECCIÓN DE EMPRESAS) Mexico, D.F. 2001-2002
Top Management Program (AD1)
ADDITIONAL SKILLS
LANGUAGES: Spanish, English, French
Computers: Total package literacy.