Summary
Overview
Work History
Education
Skills
Software
Certification
Timeline
Generic

Georgina Godefroy Castaldi

Master In Business Administration & Bachelor In Marketing.
Naucalpan

Summary

High Potential professional with top of the class analytical and leadership skills plus strong results drive. 18 years of experience in the Commercial Area in Multinational Companies having held positions in a range of key departments: Category Management, Shopper Marketing, Commercial Planning, Marketing, Market Research, Business Intelligence and Key Accounts Management.

Overview

20
20
years of professional experience
7
7
years of post-secondary education
1
1
Certification
3
3
Languages

Work History

Shopper Marketing & Category Development Head

Diageo
CDMX
10.2022 - Current
  • Developed and executed Shopper platforms to boost business objectives achieving +17% sales uplift.
  • Performed ad-hoc analyses upon request from senior management or other departments requiring specialized support or insight into specific issues or challenges faced by the organization.
  • Optimized budget allocation, ensuring efficient use of resources to drive sales growth and profitability.
  • Conducted regular account reviews with clients to assess performance, identify areas for improvement, and strategize future growth opportunities.
  • Implemented E2E Commercial planning process.
  • 9 direct reports

Category Development Manager

Diageo
CDMX
04.2019 - 10.2022
  • Co- created the Category Management Process with SAMs Club Mexico being the first category to execute at POP.
  • Won Walmart captaincy for all Spirits categories and consistently exceeding results in terms of strategy and efficiency.
  • Won several captaincies with key clients: Duero, Alianza, Vinoteca and Soriana.
  • Designed a set of dashboards with relevant and actionable insights to grow the Spirits Category keeping Diageo and customers updated with market shares, trends and commercial opportunities.
  • Strengthened client relationships through regular communication and effective problem solving.
  • Currently working as captains with clients that represent 55% total NSV: 75% SSS, 97% Convenience and 74% Wholesalers channel.
  • Recognized as the 2nd best Category Development team according to Advantage Group Survey 2021.

Category Management Manager

Mars Chocolate
CDMX
01.2015 - 06.2016
  • Won 5 strategic captaincies: Walmart, Comercial Mexicana, Soriana, HEB, 7- eleven.
  • Leaded Portfolio Management Project and designed SKU Efficiency Analysis to optimize portfolio and drive profitable growth in business.
  • Co-designed Shopper Insights Study to understand Confectionary shopper, and category.
  • Recognized as Best Catman by Advantage Group Survey- 2015.

Business Intelligence & Category Management Head

Spectrum Brands
CDMX
12.2013 - 09.2014
  • Won 5 captaincies in the most important retailers for Home Appliances and Personal Care categories.
  • Grew 78% Personal Care Category at the most important retailer by listing 33 items (before 3).
  • Improved Batteries KPIs by developing a regional assortment decreasing 35% of DOH inventory.
  • Leaded Quarterly Business Meetings to review market trends, competition strategies and delivered insights, for action.

Sr. Brand Manager

SC Johnson and Son
CDMX
05.2012 - 12.2012
  • Developed 32 new products for C&C that represented an 29% sales uplift.
  • Implemented Ziploc seasonality at POS launching Christmas bags that brought incremental sales of 14%.
  • Redesigned Ziploc package from horizontal to vertical merchandising doubling SOS.

National Category Management Manager

SC Johnson and Son
CDMX
12.2005 - 05.2012
  • Won 14 captaincies in Self Service Stores, managing 76% of SCJ's Businesses.
  • Created an implemented Price Elasticity Analysis to maximize ROI and total SCJ revenues.
  • Recognized as 2nd. Best Catman by Advantage Group Survey- 2011.
  • 7 direct reports.

Jr. Key Account Manager WM and SAMs

Beiersdorf
CDMX
08.2004 - 11.2005
  • Double digit (27%) Sell Out growth of Personal Health Care B.U. in 2005 vs 2004.
  • Most important Brand group increased Net sales +34% in Walmart.
  • Fast growing business (302%) in SAMs Club by listing 3 major initiatives (currently in POS). Managed to delist other brands to list BDF's products.

Education

MBA - Business Administration And Management

EGADE Business School, ITESM- CSF
CDMX
01.2010 - 07.2012

Bachelor of Administrative Studies - Marketing

ITESM- CEM
CDMX
05.1997 - 12.2001

Skills

  • Drive for results

  • Strategic Thinking

  • Problem-solving

  • Multifunctional Teamwork

Software

MS Office

JDA Space Planning

Power BI

Nielsen Discover

WM Retail Link

Dunnhumby

Certification

Integrative Nutrition Health Coach

07-2017

Timeline

Shopper Marketing & Category Development Head

Diageo
10.2022 - Current

Category Development Manager

Diageo
04.2019 - 10.2022

Integrative Nutrition Health Coach

07-2017

Category Management Manager

Mars Chocolate
01.2015 - 06.2016

Business Intelligence & Category Management Head

Spectrum Brands
12.2013 - 09.2014

Sr. Brand Manager

SC Johnson and Son
05.2012 - 12.2012

MBA - Business Administration And Management

EGADE Business School, ITESM- CSF
01.2010 - 07.2012

National Category Management Manager

SC Johnson and Son
12.2005 - 05.2012

Jr. Key Account Manager WM and SAMs

Beiersdorf
08.2004 - 11.2005

Bachelor of Administrative Studies - Marketing

ITESM- CEM
05.1997 - 12.2001
Georgina Godefroy CastaldiMaster In Business Administration & Bachelor In Marketing.