PATRICK ALCALDE CASTAÑUDI
Senior Marketing Manager
Mexico City
Summary
Dynamic and analytical marketing and sales professional with a 13-year history of success in multinational environments across consumer electronics, gaming and fast-moving consumer goods industries. Proven ability to develop and execute effective marketing strategies, build strong customer relationships and drive revenue growth. Seeking a challenging role to leverage my analytical skills and strategic thinking to contribute to a high-performing team.
Overview
13
13
years of professional experience
3
3
Languages
40
40
Marketing campaigns planned and executed
25
25
Products launched
5
5
years of post-secondary education
Work History
Mexico Commercial Manager
PlayStation (Sony Interactive Entertainment)
Mexico City
04.2023 - 06.2024
- PlayStation 5 Market leadership: Developed the 2023 commercial strategy, objectives, KPIs and P&L management for the PlayStation 5 console in Mexico.
- Led the sales negotiation aligning internal PlayStation multidisciplinary teams and the distributor, successfully achieving the number one market share position by expanding distribution channels, improving costumer experience, and acquiring new accounts.
- Set a new sales record for PlayStation consoles in Mexico in 2023 fiscal year.
- Manage retail landscape: Built relationships with key retailers in Mexico, including Walmart, Amazon, Coppel and Liverpool to improve commercial conditions for Sony.
- Negotiated new sales objectives by sharing market insights and innovative channel strategies to improve consumer experience, resulting in sales growth of +70% in mass merchant, +50% in department stores, and +120% in furniture stores.
Regional Commercial and Marketing Manager
PlayStation (Sony Interactive Entertainment)
Mexico City
02.2022 - 03.2023
- PlayStation 5 regional alignment: Led the commercial team in developing the 2022 sales strategy, objectives and KPIs for the PlayStation 5 ecosystem across Mexico, Colombia, Peru, Panama, El Salvador, Ecuador, Costa Rica, Guatemala and Nicaragua.
- Oversaw successful implementation through collaboration with internal stakeholders (marketing, business intelligence, finance) and external partners (distributors, retailers) to align with global strategy while adapting to local market conditions.
- Marketing Budget Management: Developed and executed a comprehensive regional marketing strategy, optimizing budgets, P&L and aligning global initiatives with local market needs and business priorities by leading paid media, content and events agencies to boost brand awareness and conversion.
- Through data-driven optimization of the marketing budget, based on real-time KPI analysis, we were able to surpass sales targets and improve the market share.
- New Business model Mexico: Negotiated and optimized product pricing and commercial terms with distributors and retailers.
- Successfully increased revenue by 8% and gross profit by 12% in the first year through enhanced sales strategies.
Hardware and Brand Marketing Manager
PlayStation (Sony Interactive Entertainment)
Mexico City
09.2019 - 01.2022
- PlayStation 5 Go-to-market plan: Developed and executed the PlayStation 5 go-to-market strategy, setting data-driven strategy, pricing, and market share objectives.
- Surpassed PS4 sales by 25% in the first year, thanks to close collaboration with global and regional teams to ensure optimal visibility in major retailers across Mexico, Colombia, Peru, and Central America.
- PS5 Marketing launch campaign lead: Developed and executed a comprehensive above-the-line (ATL) media strategy for PlayStation's largest online and offline campaign in Mexico.
- Generated over 150 million impressions, boosted brand preference by 3 points, and increased purchase intent by 15%.
- Managing a +$7M USD budget through media, content and events agencies.
- PS5 Marketing Assets: Developed and localized video and static assets aligned with market trends for the PS5 launch, collaborating closely with global and local PlayStation design teams.
- Partnerships: Orchestrated the partnerships process in Mexico by selecting, negotiating, working on legal terms and executing consumer promotions with brands like Nissan, Coca Cola and Burger King to expand PlayStation brand awareness during the launch achieving more than 4 million impressions.
Video & Sound Product Manager
Sony Electronics
Mexico City
07.2016 - 09.2019
- Product management Personal Audio and Car Audio products: Led a team of two planners and a product manager in developing and executing monthly purchase, sales, and inventory plans for over 110 SKUs across 15+ national retailers.
- Facilitated cross-functional collaboration with operations, commercial and communications teams, as well as distributors, to achieve a 100% increase in personal audio sales and a 70% increase in car audio sales within two years.
- Product Launch: Developed and executed a go-to-market strategy for the 1000XM3 noise-canceling headphones in Mexico achieving sales record and market leadership within the first 3 months.
- Car Audio New business model: Negotiated and optimized product pricing and commercial terms with distributors and retailers to drive sales while maintaining profitability.
- Expanded product offerings through collaboration with retailers, focusing on emerging trends like Bluetooth and voice command.
- Increased distribution in the traditional market by training installers in key Mexican cities and developing compelling sales materials including presentations, brochures and participating in local events. Achieved a 55% sales growth compared to the previous year in 2016.
Product Marketing Supervisor
Sony Electronics
Lima
07.2013 - 07.2016
- Product management Personal Audio, Cameras and Tablets: Developed and executed monthly purchase, sales, and inventory plans for over 80 SKUs across 10+ national retailers.
- Directly negotiated with key retailers to introduce new products, collaborating with operations and sales teams to achieve a 200% increase in personal audio sales and a 115% increase in full-frame camera sales.
- Alpha Community: Developed a loyalty program targeting professional and connoisseur photographers, featuring monthly events including conferences, photography tours, technical workshops, and online photo galleries. Drove a 120% increase in lens sales.
Regional Marketing Analyst
Gloria
Lima
02.2012 - 07.2013
- Innovation Road map: Conducted a three-year innovation roadmap for the dairy category, working closely with the Marketing and R&D departments.
- Gloria Brand regional launch: Collaborated with marketing directors and country heads to develop and execute launch strategies for Gloria products in Uruguay, Colombia, and Argentina, driving international expansion.
Marketing Intern
Supermercados Peruanos
Lima
03.2011 - 01.2012
- Plaza Vea brand relaunch: Collaborated with marketing and commercial teams to define product assortment, media channels, and key retail outlets for the brand relaunch campaign.
Education
Bachelor - Industrial Engineering
04.2007 - 07.2012
Skills
Product management
Languages
English
Bilingual or Proficient (C2)
Spanish
Bilingual or Proficient (C2)
Portuguese
Intermediate (B1)
Timeline
Mexico Commercial Manager - PlayStation (Sony Interactive Entertainment)
04.2023 - 06.2024
Regional Commercial and Marketing Manager - PlayStation (Sony Interactive Entertainment)
02.2022 - 03.2023
Hardware and Brand Marketing Manager - PlayStation (Sony Interactive Entertainment)
09.2019 - 01.2022
Video & Sound Product Manager - Sony Electronics
07.2016 - 09.2019
Product Marketing Supervisor - Sony Electronics
07.2013 - 07.2016
Regional Marketing Analyst - Gloria
02.2012 - 07.2013
Marketing Intern - Supermercados Peruanos
03.2011 - 01.2012
University of Lima - Bachelor, Industrial Engineering
04.2007 - 07.2012
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