Leopoldo Enrique Cleto Gudiño
Mexico City
Summary
Qualified Marketing Manager with proven track record of driving successful campaigns and brand growth. Demonstrated ability to lead cross-functional teams and implement strategic marketing initiatives. Adept at leveraging market analysis and consumer insights to optimize product positioning and drive sales.
Overview
19
19
years of professional experience
Work History
Trade Marketing Manager
Shell and Quaker State México
01.2022 - Current
- Plan, coordinate, and execute Trade Marketing strategies to increase sell-in and reinforce sell-out in the modern channel (Walmart, La Comer, Soriana, and Chedraui), traditional channel (auto parts stores) and B2B
- Through the development of promotions, sales contests, POP materials, promotional items, event organization, BTL and ATL activities, loyalty program management, visual merchandising, and efficient budget management
- Analyze sales data, the performance of promotions and contests, adjust strategies to improve results; work closely with the marketing, finance, R&D, and sales teams to align strategies with company objectives and lead communication with external agencies, suppliers, sales, and distributors for proper execution, synergy, and achievement of results
- Lead, motivate, and develop the team by assigning tasks, setting goals, and providing ongoing feedback
- And evaluate performance through established metrics and KPIs
- Developed strategies that contributed to a 3% increase in market share in 2024
- Achieved sales of $18,000,000 MXN with the program that incentivizes our most important clients
- Regained category leadership at Walmart, increasing sales by 12%
Marketing and Trade Manager
Vento Motorcycles
01.2017 - 01.2022
- Create and execute marketing and trade marketing strategies aligned with the company's annual objectives for the entire portfolio: motorcycles, audio, cell phones, beauty, and entertainment, in the modern channel (Walmart, La Comer, Soriana, and Chedraui), department stores (Liverpool, Sears, and Coppel), and distributors
- Schedule and oversee the development of digital marketing campaigns, including SEO and SEM, and Social Media, Meta Ads, Google Ads, Marketplace, influencers, local new product launch events in the territory with the distributor, fairs, exhibitions, opening plans, training, sales force control, market and competitor analysis, development of a coherent and attractive brand image, public relations management, creation of POP material, BTL and ATL activations, support to distributors, data analysis and definition and monitoring of KPIs, and budget management
- Build and foster strong relationships with dealers, distributor partners, sales and finance teams to align marketing strategies with the company's overall objectives
- Orchestrated the launch of 2 new motorcycle models in Q4 2019, surpassing the sales target by $5,000,000 MXN
- Drove a 23% increase in e-commerce conversion within the first three months of 2018 via strategic digital marketing initiatives
- Managed key accounts for increased customer satisfaction and loyalty.
Marketing Manager
Kentucky Fried Chicken
08.2015 - 12.2016
- Propose the annual digital and traditional Marketing plan and execute local Marketing strategies designed to increase restaurant visibility and attract more local customers, resulting in a significant increase in traffic and sales
- Adapt and oversee the development and execution of communication by region, such as defining radio and TV guidelines, OOH media, digital media and Social Media, promotions, discounts, coupon books, alliances with other brands, local events, POP material, BTL and ATL activations, evaluation of strategies through data analysis and report preparation, training restaurant staff to ensure alignment with campaign objectives, competitor analysis, improvement of restaurant experience through image redesign and restaurant remodeling
- And budget management
- Lead the Local Store Marketing and design team to generate physical and digital materials by campaign
- Drove an 18% year-over-year sales increase through the 'Hora de comer' campaign
- Boosted sales by 23% following the brand image refresh and remodeling of 30 restaurants
Brand Manager
Banco Azteca
09.2011 - 10.2013
- Define and manage the Marketing strategy of the Dinero Express brand in Mexico and LATAM to increase operations, revenue, and brand recognition
- Carry out the development of advertising campaigns, communication, TV guidelines, market studies, competitor analysis, POP materials, promotions, discounts, and training for the sales force to inform about initiatives, future campaigns, and system improvements to provide good service
- Monitored and evaluated marketing and advertising campaigns to support brand consistency and engagement.
Deputy Marketing and Trade Manager
Walmart de México
02.2006 - 08.2011
- Collaborate in the creation of strategies aligned with the company's objectives to increase sales and market share for the Walmart, Bodega Aurrera, Suburbia, and Superama formats
- Oversee the development and execution of advertising campaigns, coordinating and proposing communication, media, design, POP materials, and logistics for the delivery of materials in stores, openings, remodels, and events
- And conduct market studies to guide the proposals of strategies presented to management
- Handled accounts, logistics and other customer-related issues for $300,000 MXN in yearly trade.
Education
Bachelor's Degree - Industrial Design
Tecnológico De Monterrey University
Mexico City12.2005
Skills
- Google Ads Management
- Data Analysis Using Google Analytics
- Nielsen Data Insights
- Advanced Branding Strategies
- Strategic Decision Making
- Competitive Market Insights
- Online Marketing Strategy
- Analytical Problem Solving
- Effective Team Management
- Social media marketing
- Customer relationship management (CRM)
- Strategic planning
- Creative direction
- Marketing campaign development
Skills And Training
Google Ads, Google Analytics, Nielsen, Branding Advanced, Problem Solving and Decision Making, Market Intelligence, Customer Experience, Marketing Online, Strategic Thinking, Leadership and Team Management, Project Planning, Analytical Decision Making, Effective Communication, Creativity, Innovation
Open To Travel
True
Profession Summary
Marketing and Trade Marketing expert with over 15 years of solid experience, focused on developing and executing innovative strategies for brands, products, and services; as well as evaluating and identifying growth opportunities to increase sales, profitability, brand awareness, and market share. Due to data analysis, consumer understanding, brand equity and effective resource management. Always driving positive change and constant growth.
Languages
English
Advanced (C1)
Timeline
Trade Marketing Manager
Shell and Quaker State México
01.2022 - Current
Marketing and Trade Manager
Vento Motorcycles
01.2017 - 01.2022
Marketing Manager
Kentucky Fried Chicken
08.2015 - 12.2016
Brand Manager
Banco Azteca
09.2011 - 10.2013
Deputy Marketing and Trade Manager
Walmart de México
02.2006 - 08.2011
Bachelor's Degree - Industrial Design
Tecnológico De Monterrey University
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