Juan Jose Gutierrez Herrarte
Guatemala City
Summary
I am a results-driven marketing professional with a proven track record of success in leadership roles within global companies. With a strong background in marketing management, brand development, digital marketing and marketing strategy, I have consistently delivered impactful campaigns that drive business growth and brand awareness.
My experience working in diverse cultural environments across the United States, Spain, France, and Latin America has equipped me with strong people skills and a global perspective that allows me to effectively lead and collaborate with cross-functional teams. I hold an MBA and have completed studies in marketing direction, global leadership, and economics, further enhancing my expertise in driving business success through innovative marketing strategies
Overview
13
13
years of professional experience
1
1
Certification
Work History
Senior Marketing Manager, Toledo and Franks
Corporacion Multi-inversiones
01.2024 - Current
- Manage a team of marketing professionals, resulting in increased productivity and project success rates, while promoting a healthy work environment
- Establish a consistent brand identity across all channels, including OOH, digital, and social media platforms.
- Manage strategic initiatives aimed at fixing/upgrading the basics: 1) Brand redesign 2) Product preference formulation 3) Brand communication
- Implement data-driven decision making by using analytics tools to track campaign performance and adjust strategies accordingly
Marketing Manager Pollo Rey Guatemala
Corporacion Multi-Inversiones
10.2020 - 12.2023
- Boosted brand equity and awareness through Master Brand and tactical campaigns
- Lead regional strategy for Pollo Rey/Pollo Indio, alligning the brand proposition throughout CAM markets
- Re-defined Pollo Rey´s brand proposition, including Brand Book, Positioning, Brand Heart, Visual Image (packaging)
- Collaborated with cross-functional teams to ensure consistent branding across all company touchpoints and communications channels
MBA SUMMER MARKETING CONSULTANT
Calidad Pascual
05.2018 - 07.2018
- Collaborated in the strategic relaunch plans for BiFrutas juice brand
- Pitched agencies for new packaging/branding proposals.
Marketing Manager
Corporacion Arium
01.2017 - 08.2017
- Temporary assignment to structure and build marketing department within newly launched distribution company
- Managed and coached a team of 2 people within Marketing and Trade Marketing Departments
MARKETING INNOVATION ASSOCIATE MANAGER
PepsiCo Beverages
10.2012 - 12.2016
- Contributed and led campaigns from strategy to execution including Pepsi's Guatemorfosis campaign (US$2M), which raised funds to build schools in Guatemala and created a permanent social proprietary platform for Pepsi in Guatemala
- Managed PepsiCo's beverage brands within Central America and Caribbean (Pepsi, 7up, Mountain Dew, Gatorade, AMP, Adrenaline Rush, Mirinda, Lipton Iced Tea).
CONSUMER STRATEGY & INSIGHTS ANALYST
PepsiCo Beverages
10.2012 - 11.2013
- Improved data-based decision making by optimizing NOLA and Executive Share of Market Reports
- Managed relationship with Nielsen, Kantar, Millward Brown, and all research partners
- Coordinated periodic qualitative and quantitative research studies that were key to new product launches
- Led creative workshop that defined Pepsi's holiday season voice.
BUSINESS & PARTNERSHIPS DEVELOPMENT COORDINATOR
Turbochef Technologies Inc.
08.2011 - 09.2012
- Developed strategy plan for Latin America and Caribbean for 2012 and 2013
- Identified and secured more than 10 new accounts in first trimester
- Created and managed 'Food Partner Program', which established strategic alliances with food manufacturers.
Education
Global MBA / Global Leadership -
EDHEC Business School
Nice, France05.2019
Master of Science in Marketing -
ENAE Business School
Murcia, Spain11.2016
Bachelor of Arts in Economics -
Texas Christian University
Fort Worth, TX05.2011
French Proficiency Program -
Eurocentres Language School
La Rochelle, France01.2006
Skills
- Team Leadership
- Strategic Planning
- Stakeholder Management
- Strong Emotional Intelligence
Awards
PepsiCo Beverages - "Smile for Excellence 2015" - Employee who gave the extra mile
Languages
Spanish (Native)
Proficient
C2
English (Native)
Proficient
C2
French (Fluent)
Upper intermediate
B2
Citizenship
- European Union
- Guatemala
Certification
Entrepreneurship Program for Innovators and Changemakers. Babson College 2023
Stage Gate Expert, Pepsico Beverages, Purchase NY 2015
Coaching for Managers, Pepsico Beverages, 2014
Timeline
Senior Marketing Manager, Toledo and Franks
Corporacion Multi-inversiones
01.2024 - Current
Marketing Manager Pollo Rey Guatemala
Corporacion Multi-Inversiones
10.2020 - 12.2023
MBA SUMMER MARKETING CONSULTANT
Calidad Pascual
05.2018 - 07.2018
Marketing Manager
Corporacion Arium
01.2017 - 08.2017
MARKETING INNOVATION ASSOCIATE MANAGER
PepsiCo Beverages
10.2012 - 12.2016
CONSUMER STRATEGY & INSIGHTS ANALYST
PepsiCo Beverages
10.2012 - 11.2013
BUSINESS & PARTNERSHIPS DEVELOPMENT COORDINATOR
Turbochef Technologies Inc.
08.2011 - 09.2012
Global MBA / Global Leadership -
EDHEC Business School
Master of Science in Marketing -
ENAE Business School
Bachelor of Arts in Economics -
Texas Christian University
French Proficiency Program -
Eurocentres Language School
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