This document provides a summary of Augusto Franco's professional experience and qualifications. He has over 12 years of experience in marketing, trade marketing, and advertising across several industries including food, personal care, and consumer products. He held leadership roles managing brands and businesses in Colombia, Bolivia, the United States, and Mexico. He is seeking new opportunities in marketing innovation and management in Mexico where he is in the process of obtaining a work visa.

1. AUGUSTO FRANCO
E-mail: augustofranco@yahoo.com
Ave. El Campanario 96, interior 20, Lomas de Campanario 2, Querétaro, QR. C.P. 76146, México
Cellular Ph. Querétaro: 442-2302178 Home Ph. Querétaro: 442-2455461
PROFESSIONAL SUMMARY
Strong leadership skills, strategic thinker, teamwork oriented, creative and innovation strengths, analytical thinking,
people & results oriented make me a strong candidate to work in marketing-innovation, trade marketing and
management oriented positions. Desiring to work in Mexico, work visa is in process.
Twelve years of experience in different countries working in Marketing, Trade Marketing & Advertising. Strong
results in building businesses, brands and creating new products. Worked with various categories such as Foods,
Personal Care, Home Care & OTC products. Lived and worked in Colombia, United States, and Bolivia; additional
work experience in Venezuela, Peru, Chile & México. Fully bilingual, English and Spanish.
PROFESSIONAL EXPERIENCE
TEAM FOODS
Colombia’s leader in the oils and spreads business with operations in Colombia, Chile & México with brands in
Consumer Products, Bakery, Food Service and Special Ingredients (B2B). $500 MM USD business.
New Business Development Director
Bogotá, Colombia 01-2010 – Current
Responsible for leading the Innovation strategy across the Consumer Products, Bakery & Food Service unit,
reporting to the CEO.
- Developing ethnographic studies for new product categories for Consumer & Bakery units in order to identify
unmet needs for development of new products.
- Currently working in launching a new category for the Consumer Products Division in the 2nd semester of 2010
plus licensing a new breakthrough product in Europe & Latin America.
- In the process of developing three new products for new categories within the Consumer Products Unit.
- Organizing the New Product Development Process within the company in order to implement Stage Gate across
units.
Latin American New Business Development Manager for Consumer Products
Bogotá, Colombia. 08/2006 – 12/ 2009
- Developed the Internationalization & the New Product Category Strategies for the Consumer Products Division in
Latin America (Colombia, Chile & Mexico).
- Led the development & product launch in Colombia of a consumer products dressings’ line (Nutritional Ketchup &
Mayonnaise) under the current “Campi” Brand. Annual sales of $3MM USD, 130 tons average monthly sales
reaching 8% Value MS.
- Developed for México the nutritious “Country Ranch” margarine line (currently in the market place), a complete
line of Olive Oils named “Villa Olivas”, a nutritional olive/soy oil named “Oliosoya” & “La Torre Oil” with “Super
Fry” - long lasting oil ingredient (also in the market place in Michuacán).
- Created the 2008 annual marketing plan for México setting volumes, pricing, costs & innovation pipeline.
- Developed ethnographic & segmentation studies in México, Chile & Colombia in order to understand consumer
eating habits.
- Defined the product innovation pipeline for consumer products in oils & spreads for Chile & México plus the
product innovation funnel for Colombia (new products in non-existing categories).
- Identified potential brands & companies for acquisitions in Latin America. Provided strategic marketing support
during M&A processes. Proposed the purchase of “Valle Arriba” (Olive Oils Leader any in Chile with 35% MS
Value) which was acquired in 2009.
- Developed a companywide innovation process which included: insights & concept building workshops, ideation &
creativity workshops, & product testing methodologies.
- Established the Stage Gate Innovation Process, Brand positioning Tools, Brand Activation for Growth, Innovation
Databases (e.g. Mintel, XTC), Cultural Codes & Financial Business Models for new projects.
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2. - Created an open innovation network with European allies to create unique & differentiated products for the
company (Spain, Belgium, Holland and Germany).
UNILEVER
Marketing Manager Bolivia
Cochabamba, Bolivia. 10/2005 – 06/ 2006
Responsible for a 30 MM USD Business, P&L, managing the Home & Personal Care businesses with brands
including Rexona, Dove, Sedal, Omo, Lux, Pond´s, & Pepsodent.
- Increased Bolivia´s annual 2006 value sales forecast by 20% due to excellent product placement, support, sales
rotation, promotions & new skus launched in the marketplace.
- Launched Sedal sachet in 50 grs. (5% Value MS), Omo Detergent 1000 grs. sku for heavy users (4% Value MS)
plus equity promotions such as using local sport icons (Omo reached 65% Value MS).
- Achieved outstanding growth for Ponds based on a strong liaison strategy with the “Bolivian Dermatology
Society” in order to educate doctors & consumers”. Volume growth of 50% at an 80% gross margin.
- Developed Dove´s Real Beauty Campaign based on Bolivia´s ethnic races. Brand activation link in between Dove
& consumers increased sales in value by 25%.
Trade Marketing Category Manager, Dressings Category.
Bogotá, Colombia. 01/2005 – 09/ 2005
Responsible for a 40 MM USD business, P&L, volume & pricing, product placement & rotation, category
management, sales plans, channel & client strategies.
- Placed & generated product rotation for 1,500 additional tons vs. budget, due to additional content promotions,
strategic product placement & rotation plans in regions based on growth needs.
- Proposed & developed new skus: Fruco 100 grs. satchet for mayonnaise/ ketchup. Product launch increased
household volume & consumption reaching 24% Value MS for ketchup & 27% Value MS for mayonnaise.
- Created differentiated product strategies delivering unique offers per channels & regions making it tough for
competitors to follow. Placement & rotation increased 6% regularly over 1,000 tons of base volume.
- Led regional plans in the northern & eastern regions plus counterfeit efforts in order to recover share from
competitors. Mom and pops intense placement & rotation strategies increased 4% Volume MS plus 8 points in
numeric distribution reaching 64% overall distribution & 60% average Value MS.
- Led a multi-brand equity promotion for the entire Foods Division with local supermarket chain in it´s 100th year
birthday event, including giving away history and recipe books of the brands based on product purchase.
Andean Region Dressings Brand Manager
Bogotá, Colombia 01/2004 – 12/2004
Responsible for the overall strategy, communication-activation & innovation across the Andean region countries
(Colombia, Ecuador, Peru, Venezuela, Bolivia). $50 MM USD business.
- Led the annual key issue business definition plus the marketing plans for each country, including Brand Tool Kits,
Brand Keys, Activation Platforms & Ideas & Innovation Funnel).
- Implemented a regional sku rationalization in order to have business sales focus & improve operational
efficiencies.
- Developed the Strategy for Fruco Powder Dips, a powder dip to mix with mayonnaise in order to increase
mayonnaise consumption.
- Based on cost saving opportunities for the dressings' P&L, build the case & proposed the need for new suppliers
in order to reduce costs thus improve overall margin. Moved to Chilean packaging suppliers thus were able to
reduce costs by 10% for the entire dressings business.
Brand Manager Dressings Category
Bogotá, Colombia 01/2003 – 12/2003
Product manager of dressing’s category including mayonnaise, ketchup, mustard, vinegar, tomato paste, marmalades
& cooking sauces. Responsible for a $40 MM USD business.
- Developed the new brand positioning rejuvenating the brand using Arquetype Studies.
- Developed the new packaging strategy & new image design for Fruco (market leader in dressings with 60% value
share) based on new brand positioning. Sales increased 10% in volume.
- Sku rationalization for the brands & restructured the overall promotional strategy.
- Developed “Salsas Listas Fruco”, a project oriented towards stimulating mayonnaise consumption. Line was
composed of 4 different flavor variants, reaching 140 average tons per month & 4% MS Volume.
- Developed the innovation pipeline for Fruco based on brand stretchability, vision & brand positioning.
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3. GENERAL MILLS
Associate Marketing Manager for Betty Crocker Bowl Appétit! Meals Division
Minneapolis, MN – United States 08/2001 - 09/2002
Responsible for a 57 MM USD business with 12 MM USD Marketing Budget.
- Led the brand re-positioning & new advertising development for Bowl Appetit!, focusing on the frozen business &
its opportunities.
- Led the new brand image design, achieved sales increase by 10% after implementation.
- Developed 3 new line extensions based on new positioning, focusing on pasta which is perceived more as a hard
meal and not as a side dish.
- Re-assessed the consumer/customer promotional plan as a result of a change of strategy from trial to penetration.
- Designed the new promotional strategy based on using multiple vehicles such as FSI drops & commuter sampling
in 7 cities.
GLAXO SMITHKLINE
Andean Region Consumer Marketing Assistant (Colombia, Ecuador, Venezuela, & Perú)
Bogotá, Colombia 5/1999 - 12/1999
- Supported Dolex´s Ad campaign based on previous agency experience, creating a new brand positioning.
- Worked with sales forecasts related with Aquafresh, Tums, Milk of Magnesia, Oxy, Hinds, Scott Emulsion.
- Supervised marketing budget & created market databases for the businesses.
- Led a new product launch case for Colombia “Ribena”, Ready-To-Drink Vitamin C.
LEO BURNETT ADVERTISING
Account Executive for Philip Morris & P&G
Bogotá, Colombia. 6/1997 - 4/1999
- Development of advertising strategies & execution plans for the current brands plus new product launches.
- Led the Marlboro Power Tour event nationwide building databases creating a Marlboro club of 200,000 people.
Created strong direct mail plans in order to build long term relationships with consumers.
EDUCATION
UNIVERSITY OF CHICAGO, Chicago, IL., USA. 10/2008
New Product Development & Implementation Strategies – 1 week executive seminar.
UNIVERSITY OF ST. THOMAS, Minneapolis, MN, USA. 9/1999 – 5/2001
International MBA, with concentration in Marketing.
Research Assistant to the MBA program as well as Professor Peter Coffey´s International Political Economy course.
CESA, Bogota, Colombia. 9/1993 – 6/1998
Bachelors of Science in Business Administration.
ADDITIONAL INFORMATION
Fundación Teleton – Marketing Manager Support 2/2009 – Currently
- Pro bono job supporting Teleton Colombia, an entity oriented towards helping people with special needs.
Developed the business plan to relaunch Teleton in 2010, plus ongoing marketing & communications support.
Courses & computer skills:
- Coopers Stage Gate Process.
- Unilever: Brand Activation, Brand Key Positioning, Marketing Fundamentals 1,2 & 3.
- Team Foods: Innovation University.
- AC Nielsen, Latin Panel, Microsoft office.
- Fluent in English & Spanish.
References:
- Antonio León de la Barra: Mkt VP Comex México. Email: aleondelabarra@gmail.com
- Felipe Hollmann: Country Mgr Unilever Costa Rica. Email: felipe.hollmann@unilever.com
- Hector Sandoval: R&D VP Team Foods. Email: hsandoval@teamfoods.com
- Manuel Madero: Brand Building Director Foods AnCam. Email: manuel.madero@unilever.com
- Andrés Ortega: Country Manager Team Foods Colombia. Email: aortega@teamfoods.com
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