Giovani González Martínez
Indutrial Engineer
Bogotá
Summary
Industrial Engineer with over 10 years of experience in marketing, specializing in the management of pharmaceutical and consumer goods brands. Proven track record in developing effective strategies to enhance brand growth by deeply understanding consumer and client needs, ensuring business sustainability. Known for an optimistic and persevering approach to overcoming challenges, with a strong ability to resolve issues efficiently and achieve objectives successfully.
Overview
11
11
years of professional experience
Work History
Category Manager Andean region
Bayer S.A.
1 2024 - Current
- Responsible for shaping the vision of the Personal Care category, including Dermatology and Foot Health brands. Oversee the development and execution of long-term strategies, ranging from 18 months to 5 years, to drive category growth beyond market averages. Lead and guide the Personal Care brand team, collaborating closely with various departments to develop and implement comprehensive strategies. This includes category building, communication strategy, media planning, pricing structure, and innovation. Ensure the brands' profitability through a deep understanding of brand dynamics, category trends, consumer behavior, and buyer insights, and through rigorous analysis and strategic planning.
Senior Brand Manager Andean region
Bayer S.A.
01.2022 - 12.2023
- Responsible for the vision of the brands in Dermatology category, the short and long-term value proposition, 5-year brand development, brand building, communication strategy, media, price structure, innovation, and control of the profitability of the brands. Through a deep understanding of the brands, category, consumer and buyer, and their respective analysis. Main achievements: • Acid Mantle Baby’s launch consolidation: SOM:+12pp YTD 22/03, trough deep understanding of POS execution & consumer. • Growth of Bepanthen Franchise in Perú +12pp SOM YTD. • gynoCanesten leadership consolidation YTD through all regions. • Acid Mantle's ProB5 & Bepanthen Derma succesfull launch in CO, PE, and EC bringing innovation to dermatology category • Acid Mantle Tattoo launch in Colombia • Future development of the brand with launch on 2023 for skin care category.
Andean region brand manager
Bayer S.A.
10.2018 - 12.2021
- Responsible for the vision of the brands, the short and long-term value proposition, 5-year brand development, brand building, communication strategy, media, price structure, innovation, and control of the profitability of the brand. Main achievements: • Sustained growth of the main brand: Mexsana, during the last 3 years, gaining SOM + 7pp, + 10% growth in sell out. • Development and alignment of all brand communication: Campaigns (#laverdadhuele 2019, Brave feet every day 2020 (Winner of the Best Ads on TV award in May 2020) • Launch of Mexsana Spray 180ml in Colombia. • Future development of the brand with the construction of two additional business lines.
Brand Manager Jr. Analgesics and Cardio.
Bayer S.A.
11.2016 - 10.2018
- Aspirina 100 brand manager in Colombia, responsible for the development of marketing plans, brand strategy, tactical plans with the trade marketing and sales teams, development of consumer campaigns with their execution at different points of contact through the management of ATL / Digital and creative media agencies
- Support to category management with the portfolio of analgesics.
Marketing Associate Consumer Health Nutritional Categories, Gastrointestinal, Dermatological)
Bayer S.A.
10.2014 - 11.2016
Marketing Support mass consumer products unit
Merck Sharp & Dohme S.A.S
07.2013 - 10.2014
Education
Industrial Engineer - Marketing
Pontificia Universidad Javeriana
Bogotá, Colombia 05.2001 -
Artificial Intelligence Applied To Marketing
Universidad De Cataluña
09.2024
Skills
Finances (P&l)
Team Work
Marketing Strategy
Artificial Intelligence
Pricing strategy
Marketing Coordination
Category growth
Academictraining
- Pontificia Universidad Javeriana Bogotá, Bogotá, Ingeniería Industrial, 2014
- Universidad de Cataluña, IA applied to marketing, Current
Identification
C.C. 1018428904
Languages
Spanish
Native language
English
Advanced
C1
References
References on request.
Interests
Artificial Intelligence
Marketing Trends
Digital Marketing
Timeline
Senior Brand Manager Andean region
Bayer S.A.
01.2022 - 12.2023
Andean region brand manager
Bayer S.A.
10.2018 - 12.2021
Brand Manager Jr. Analgesics and Cardio.
Bayer S.A.
11.2016 - 10.2018
Marketing Associate Consumer Health Nutritional Categories, Gastrointestinal, Dermatological)
Bayer S.A.
10.2014 - 11.2016
Marketing Support mass consumer products unit
Merck Sharp & Dohme S.A.S
07.2013 - 10.2014
Industrial Engineer - Marketing
Pontificia Universidad Javeriana
05.2001 -
Category Manager Andean region
Bayer S.A.
1 2024 - Current
Artificial Intelligence Applied To Marketing
Universidad De Cataluña
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