The document provides responses from Francisco J. Acevedo to questions about building brands for commodity products, building relationships with retailers, international experience, and leadership style. For commodity products, Acevedo focuses on driving emotional engagement and finding insights that resonate with consumers to build brands they love. For retailers, relationships are built on trust through consistently delivering value beyond transactions. Acevedo's international experience working in Latin America helped him learn how to motivate teams and adapt his leadership given local differences and economic situations. His leadership style emphasizes accountability, strategic direction, enabling teams by matching talents to meaningful tasks, and creating a positive work environment.

1. Speaking Personally...
QHow do you build market-dominating brands for commodity
products?
A. I focus on driving emotional engagement that generates advocates.
It is critical to find the key insights that will make consumers’ hearts tick and
exploit it to build a brand they love. The objective is to get in their hearts with
the meaningful element that drives out competitors when the consumer
makes a purchase decision.
QHow do you build enduring relationships with the retail channel?
A. Relationships are based on trust. Trust is based on consistently
delivering value, not only transactions. Retail relationships should be nurtured
by treating the business of the customer as your own and developing
strategies together to drive both consumption and profitability.
QHow has your international experience shaped the way you
conduct business today?
A. I’ve done business in Mexico, Brazil, Argentina, Venezuela, Colombia,
and Peru, as well as worked with international groups from around the
world. I gained invaluable experience on how to motivate, collaborate
and adapt my leadership style to the particular environment. It has made
me very sensitive to local differences as well as the commonalities that
make consumers unique and how to drive results in a very wide variety of
economic situations.
QHow would you describe your leadership style?
A. I believe that accountability helps to develop high-performing
teams.Myroleistoprovidestrategicdirectionandsupportwithoutintervening
too much in the details or micromanaging. As a motivator, I look to enable
the group by simplifying the strategic plans and matching individual talents
with challenging, meaningful tasks to promote development. I am always
clear on the end goal, and create a positive working environment for my
team members.
Loft four 41, Apartment 1103 • Punta Pacifica, Panama • +507.62.00.4247 • acevedo.fj@gmail.com
Francisco J. Acevedo...DRIVING MARKET LEADERSHIP THROUGH CUSTOMER ENGAGEMENT
Innovative and Visionary Global Marketing Executive with extensive
experience in market innovation, brand management, and strategic
customer relationships for one of the world’s largest consumer products
companies. Exceptional ability to build brand equity, market share, and
profitable revenue growth, even within commodity product categories.
Strategic growth architect, who levers research, data, and analytics,
coupled with a deep understanding of the consumer and market
landscape, to identify innovative solutions to complex problems, and
to better serve consumers and customers. Pragmatic and supportive
leader, with strong business acumen, who engages customers and
inspires multifunctional teams to drive sustainable business results. Special
knowledge of LATAM markets.
Driving Competitive Edge
GLOBAL RESULTS
Duracell revenue
$20M, while improving
profitability from $21M to $39M, in a
challenging category with declining sales.
strategy to connect
Downy to one of
world’s main sustainability challenges, saving
water, boosting market share +14 points.
six, and nominated
for another two P&G
awards for brand building and global results.
strategic relationship
with Soriana, helping to
earn Supplier of Year Award in 2009, and
delivering $19M annual revenue growth.
best-in-class digital media
campaign, reducing cost
per view from $0.05 to $0.02, the lowest in
P&G LatAm, and increasing engagement
rate to above 35%.
Rebuilt
Received
Increased
Developed
Created
CAREER AT A GLANCE
2003 2004 2006 2008 2010 2012 2014 2016
Procter & Gamble (P&G)
Senior Group Brand Manager,
P&G Brand Latin America,
Panama, Panama
Regional Group Brand Manager,
Duracell Latin America,
Panama, Panama
Customer Team Marketing
Manager, Soriana,
Monterrey, N.L. Mexico
Associate Brand Manager,
Downy Mexico,
Mexico City, Mexico
American Express
Project Analyst
Multi-
Dimensional
Leadership
DEEP
COMMERCIAL
ENGAGEMENT
Channel
Development
Merchandising
Go-to-Market/
Distribution
Strategy
BUSINESS STRATEGY
P&L/ Budget Mgmt
Pricing/ Brand Architecture
Market/ Global Business Development
Leadership Development
INNOVATION
Consumer Insights
(New) Product Launch
Brand (Re)positioning
WORLD-CLASS
BRAND BUILDING
Integrated Brand
Management
Global Brand
Development
Marketing
Operations
Digital/ Social
Media