Ricardo Barón


Areas of interest: Marketing, Advertising, Public Relations and Media
Markets of expertise: Food & Beverage, Snack, Wine & liquor, Technology, Media & Advertising
Desired positions: Marketing VP/Country Manager and/or Strategic Planning VP or Consultant.

Strategic objective: To continue maximizing my knowledge and developing my skills in order to increase the value of brands in a company whose products are consumed on a national or international level whilst increasing society's quality of life, through the identification and satisfaction of real needs, in addition to generating attractive profits for both clients and shareholders alike.

Summary of Skills: Being a highly results-orientated person with solid experience of creating original and intelligent initiatives in both the FMCG industry and the Retail business, has allowed me to improve any and all corresponding business practices. Furthermore, my understanding of the value of benchmarking, whether internally or externally, has made it possible to improve performance level in my areas and to translate other companies' concepts so as to make them relevant to my own. My proactive approach to the understanding of cultural differences permits me to utilize them in the recommendation of changes to current business practices. My approach to marketing planning, which includes a MROI go-to-market type of process to understand and match the consumer/customer needs with the corresponding competitive landscape, has allowed me to action different leverages in the marketing mix to create innovative, profitable and successful new product lines in the FMCG industry and to grow positioning and strengthen both ATL and BTL conversion rates in the Retail business, giving multiple and insightful reasons to customers to go into stores. I am an innovative leader of change with a strong, strategic long-term vision and boast excellent leadership qualities.

Areas of expertise:

• FMCG industry • Strategic planning • Budgeting and MROI • Retail business • Innovation & Positioning • Advertising • Licensing and Promotion • Market research

EXPERIENCE

AutoZone de Mexico October 2011 – to date Marketing Director – Automotive parts & accessories retail store Role

The company size is around $14.5 billion MXP in Mexico, $16 billion USD chain wide across geographies and manages 8 major classes in the parts and accessories business (hard parts, maintenance, accessories, batteries, chemicals, light repair, seasonal and tools) for people in general, mechanics and garage shops through leading known brands in the business and Valucraft, AutoZone, Duralast and Duralast Gold private labels. It currently has over 530 stores in Mexico as of March 2018. The position reports directly to the Merchandising & Marketing VP and indirectly to the President. Its annual advertising budget is around 1.25% of sales and has 6 Managers in direct report out of 18 total team members including Creative/Art, eComm, Social Media, BTL, Media and Promotion. The core function is to plan and manage the marketing leverages to position, promote and advertise both leading vendor and private label brands to grow overall awareness, consideration, purchase and loyalty conversion rates throughout the purchase funnel, helping the company achieve its organic growth and sales plan. Typical success measures among many others to evaluate the position's performance are top of mind, share of mind, same/all store sales, and same/all store customer count.

Main responsibilities

Key Achievements to date