Rolando Hernández
Regional Marketing Manager
Bogota,HUI
Summary
Regional Brand Manager with 11 years of experience leading multi-country marketing strategies, partnering with the business in a cross-functional teams and agencies to develop consumer-inspired strategies to deliver financial growth for the company.
Vast expertise introducing new products in different countries and markets by understanding local needs and trends to develop strategies to better position the NPIs.
Team player, leader and sales coach.
Overview
7
7
years of professional experience
2
2
Languages
Work History
South America Marketing Manager
3M
06.2023 - Current
- Directed regional and global marketing initiatives, driving brand building through consumer insights, and campaign development to introduce more than 15 new products in 3 years, selling 1MM USD.
- Led innovation development and R&D efforts, leveraging consumer trends and insights to create breakthrough business-building strategies for the massive segment that resulted in 200 bps increase in market share in South America.
- Partnered with cross-functional and multi-national teams across America to deliver integrated go-to-market (GTM) strategies, ensuring maximum market adoption and alignment with key business drivers to execute properly the marketing initiatives.
- Drove digital transformation efforts and conformed the LATAM team that implemented digital initiatives to advance the brand’s digital vision and necessity to better communicate and engagement with key consumer segments.
Andean Region Marketing Leader
3m
01.2022 - 06.2023
- Led Pricing strategies in Andean Region for the hard goods category, generating key negotiations with main distributors and end-users, delivering 200%+ growth in sales YOY.
- Portfolio Management of more than 18,000 SKUS, improving costs and sales team prioritization, growing the business' gross margin in 500 bps.
- Designed consumer-inspired strategies and activities to improve top of mind and top of heart brand indicators in the distribution channel and end users.
- Coached sales team to enhance their pipeline to better approach the identification of relevant opportunities and accelerate the win rate.
Colombia Marketing Coordinator
3m
05.2018 - 12.2021
- More than 10 new product developments a year by identifying the local consumer needs, with +20% sales growth YOY for impacted categories.
- Improved the consumer engagement by implementing specially designed events and forums, turning 3M into the preferred brand in the segment.
- Transform global plans according to the local needs for the proper market adoption and better implementation of the initiatives.
Education
Master of Science - Marketing, Sales Direction & Digital Strategy
IEBS - Business School
Barcelona 05.2001 -
Bachelor of Science - Business Adminsitration
Universidad Nacional De Colombia
Bogota, Colombia 05.2001 -
Skills
Global and regional campaign development
Digital marketing
Customer acquisition
Budgeting long and short-term plans
Analytical skills
Strategic planning
P&L management
Retail marketing
Commercial grounding
Financial Acumen
Timeline
South America Marketing Manager
3M
06.2023 - Current
Andean Region Marketing Leader
3m
01.2022 - 06.2023
Colombia Marketing Coordinator
3m
05.2018 - 12.2021
Master of Science - Marketing, Sales Direction & Digital Strategy
IEBS - Business School
05.2001 -
Bachelor of Science - Business Adminsitration
Universidad Nacional De Colombia
05.2001 -