Santiago Pinto Hugues
COO - Co-Founder
Mexico City
Summary
Highly energetic and driven startup enthusiast with a strong background in ecommerce. I have gained valuable experience in this field since the launch of Barbie's 60th Anniversary at Mattel in 2019. Transitioning into the tech world, joined Google and took charge of all Go-To-Market efforts for their Hardware Catalogue. This experience fueled my entrepreneurial spirit, leading me to oversee the operation of over 20 ecommerce brands at Valoreo before embarking on my own venture with an Ecomm Boutique.
Overview
6
6
years of professional experience
4
4
years of post-secondary education
Work History
COO - Co-Founder
FaSe Hub
10.2022 - Current
- Founder, FaSe Hub, an E-commerce Boutique Operator.
- Creation of FaSe Hub, a company focused on developing, and operating e-commerce brands in Mexico, USA, and Latam.
- Launched 4 in-house brands for both premium and commodity markets in Mexico. Enhancing Direct-To-Customer shop and Marketplace Operation (Amazon, Mercado Libre, Liverpool, etc).
- Managed 5 partnership distributions with International Top Global Brands such as RCA, Jansport, and LongVoyage.
Head Of Category Hardlines
Valoreo
09.2021 - 10.2022
- Responsible of creating a 360 Strategy for 6 Top e-commerce brands. Coordinating different areas and teams such as supply chain, logistics, sales, marketing, CXX, etc.
- Leader of a 7-person team with the objective of creating a scalable and optimized strategy to grow e-commerce brands in Mexico and LATAM. With the mission of being a Top Class Operator.
- In charge of the biggest ecommerce sport brand of Mexico (Urban FitPro), growing sales 450% from 2021 to 2022.
- Owner of the Top Seller Product of all Mercado Libre in 'Buen Fin 2022'.
- Successfully launched 5 brands in Sports, Biking, Camping, Travel, Home Decor, Babies, and other categories.
Business Development Sr. Hardware
Google
07.2019 - 10.2021
- Plan and execute Google Hardware Products Launch for Mexico and LATAM. Responsible of coordinating Go To Market efforts for both traditional Retail and Ecommerce.
- Analyze all results with a keen eye to vnd impactful data, for both Marketing and Sales
- Leader of implementation of the Q4 2019 and all 2020 Google Hardware Marketing Campaigns and Sales Strategy in ecommerce for Latin America, campaigns mainly focused on Digital, OOH, and In-Store efforts.
- Exceeding expectations and achieving a 60% growth in sales vs PY, and a 25% growth versus forecast in 2019 and a 90% of sell out for all products in 2020.
Customer Marketing Associate Go To Market
Mattel
06.2019 - 09.2019
- Provide a new process for Go To Market activities in Central America for all Mattel Brands
- Structured a brand new way of communication between local sales, brand marketing, supply and Go To Market areas in order to acquire a better understanding of the market and the needs of it
- Leader of creating this process
- Lead product pricing of 2100 toys for I3 countries
- Leader in discount planning, profit margin settings and supply chain management
- Optimization of the price of more than 50 toys, reshaping brand architecture of more than 6 brands to achieve better profit margins
- Planned three different discount campaigns, each one specialized for each country and seasonality
- Execute Marketing In Store campaigns for Mattel All Brands, such as Barbie, Hot Wheels, Fisher Price, etc
- Designed In Store campaigns for biggest clients around Central America to maximize all marketing efforts in Point Of Sales.
Assistant Brand Manager Barbie Brasil
Mattel
09.2018 - 05.2019
- In charge of overall brand positioning strategy, sales analysis, brand architecture, pricing and profit margins settings for Barbie Dreamtopia and Careers across Latin America and all Barbie platforms for Barbie Brazil
- Head of reshaping Barbie Dreamtopia brand, maximizing profit margins of cheaper dolls in order to set a new pricing structure for all brand, obtaining a growth of 59% of sales growth versus last year and past brand architecture, also gaining 4% of profit margin
- Leader of Marketing campaigns for Barbie Brazil, including Digital, OOH, events, etc
- Executed more than 15 TV spots in Brazil, 10 different influencer plans, and the biggest live event of Barbie in Latin America (Barbie Birthday Party in
Education
Bachelor of Science - Chemical Engineering
Universidad Iberoamericana
Ciudad De México 08.2014 - 12.2018
Skills
Data-driven decision-making
Operations Management
Process Improvement
Strategic Planning
Marketing
Budget Planning
Languages
Spanish
Bilingual or Proficient (C2)
English
Bilingual or Proficient (C2)
French
Upper intermediate (B2)
Passions
Ex Professional Tennis Player.
Theology Geek.
Crypto Enthusiast.
Timeline
COO - Co-Founder
FaSe Hub
10.2022 - Current
Head Of Category Hardlines
Valoreo
09.2021 - 10.2022
Business Development Sr. Hardware
Google
07.2019 - 10.2021
Customer Marketing Associate Go To Market
Mattel
06.2019 - 09.2019
Assistant Brand Manager Barbie Brasil
Mattel
09.2018 - 05.2019
Bachelor of Science - Chemical Engineering
Universidad Iberoamericana
08.2014 - 12.2018
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