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Rodrigo Padilla Resume Marketing / Brand Director


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Rodrigo Padilla Resume Marketing / Brand Director

  1. 1. RODRIGO PADILLA 514-923-8225Montreal, Quebec OF MARKETING • Twelve years of marketing management experience in the consumer packaged goods industry consistently increasing revenue, market share and profitability combined with 2 years experience in marketing research consultancy • Defined, launched and marketed over 25 successful, profitable products for L’Oréal Canada • Expertise in e-commerce management in consumer goods • Fluent in English, French, SpanishA results-oriented marketing professional with strong strategic, analytical, and management skills that candirect an organization in the visioning of a marketing strategy and the execution of an aggressivemarketing plan.CORE STRENGTHS • International brand management • Market research and analysis • Strategic marketing planning • Category & planogram management • Digital marketing (E-commerce, Social • Budget creation & control Media, PR Blogs, etc) • Public Relations and VIP events • Product launch & promotions • Merchandising & staging • Profitable pricing strategy • Buzz marketing and word-of-mouth • P&L management • Direct marketing • Advertising management • Retail marketing • Branding and image building • Management & development of • Account Management & Sales employeesEXPERIENCE2012- Senior Marketing Consultant [contract] Canada Post Corporation, Montreal • Marketing consultant for Canada Post’s roster of clients in Eastern Canada (i.e. Costco, NDP, Jean-Coutu among others) • Consulting on digital marketing solutions: E-Commerce, social media, SEO • Consulting on traditional marketing: Brand awareness, direct marketing, advertising management, marketing research, etc… • Responsible for marketing plan creation & implementation for Quebec and Atlantic markets • Responsible for Thought Leadership and Content Marketing for Quebec and Atlantic markets2010-2011 National Marketing Director Natrel Division, Agropur Canada • Design and implement the annual marketing plan • Strategy and development of the new digital marketing strategy for the brand (Web + Social Media) • In conjunction with agencies, develop a media and communication strategy for the brand (TV, OOH, radio, digital, print) • Responsible for product development (from formula to packaging to advertising) and promotions RODRIGO  PADILLA   1  
  2. 2. • Plan and administer the brand’s marketing budget ($10m) • Successful brand repositioning (logo, packaging, advertising) • Successful launch of two new products: Lactose-Free Cream & Dark Chocolate Milk • Complete overhaul of the brand’s web-site + introduction of new Social Media strategy2008-2010 Marketing Director & E-Commerce Director (Canada and USA) Biotherm, L’Oréal Canada, Montreal • In-charge of developing strategic marketing plan and driving all product categories, launches and promotions • Responsible for $65 million retail business in Canada (#2 luxury skincare brand in Canada) • Responsible for digital marketing strategy & sales (E-Commerce, Social Media, E-Newsletters, PR Blogs) • Managed P&L: delivered double digit profit • Increased market share in Canada while other countries lost market share on the brand • Pioneer in digital marketing activation (ipod skin care consultation app for sales associates, facebook page: 10k likes in year 1, Twitter). o o Increased US E-Commerce sales by +15% despite recession • Turned around anti-aging category from a -16% to a +3% in retail sales with integrated launch of Skin Vivo • Oversaw scientific and regulatory affairs management of products • Recruited Chris Noth as a spokesperson for Biotherm Homme advertising / PR campaign (campaign generated enormous PR buzz and double-digit sales growth for FORCE SUPREME) • Launched #1 anti-cellulite product range in Canada (Celluli Laser Day & Night)2007-2008 National Accounts Manager Luxury Fragrance Division, L’Oréal Canada, Montreal Giorgio Armani, Ralph Lauren, Diesel • Managed sales relationships with key clients: Shoppers Drug Mart, The Bay, Sears, Sephora and Pharmacies Jean-Coutu • Negotiated net & retail sales objectives for entire Luxury Fragrance Division • Created and presented tailor-made launch, promotion and pillar business plans to each client • Negotiated planogram and merchandising strategy • Negotiated in-store visibility for major launches & promotions • Managed co-op advertising and sales incentive budget • Communication of client business plans & marketing plans to sales force2003-2007 Group Product Manager Lancôme, L’Oréal Canada, Montreal • Responsible for Fragrances, Promotions and Lancôme Men categories • Launched Hypnose fragrance for women RODRIGO  PADILLA   2  
  3. 3. o Ranked as the #1 new fragrance for women in 2006 o Launch won 2006 Best Launch of the Year Award o Launch increased sales by +17% • Successfully launched new line of skincare for men: Lancôme Men • Brought classic Tresor fragrance from a Top 10 to Top 5 ranking • Managed Promotional GWP & PWP business which represented 46% of retail sales o Responsible for $7 million budget o Improved image and introduced new direct marketing approach to communicate promotional offer2001-2003 Product Manager Biotherm, L’Oréal Canada, Montreal • Responsible for Face & Sun Care categories which represented 75% of retail sales business • Launched the #1 Anti-Aging product for women: Age Fitness • Successfully launched anti-acne line in drug stores: Acnopur2000-2001 Assistant Product Manager Biotherm, L’Oréal Canada, Montreal • Responsible for Biotherm Homme & Body Care categories • Brought double-digit retail & net growth on Biotherm Homme • Launched #1 Men’s skincare line on the market: AquaPower st • 1 Marketer in Canada to advertise men’s skincare in Canada (Stop-Age in Time Magazine + AquaPower in Maxim Canadian Edition)1998-2000 Research Analyst/Consultant Ad-Hoc Research, Montreal • Major clients: Molson, Bombardier, Bell Canada • Performed quantitative and qualitative research + conducted over 50 focus groups • Research conducted: taste-tests, packaging, advertising, concept, consumer satisfaction, U&A, image, market share, consumer segmentationEDUCATION1996-1998 Master of Science in Marketing Concordia University John Molson School of Business Thesis Subject: Sub-Cultural Differences between English and French Canadians1993-1995 Bachelor of Commerce (Marketing & International Business) McGill University RODRIGO  PADILLA   3