Andrea De Leon

Customer-Centric Multi-Channel Go-to-Market Strategy Implementation:

• Align the regional go-to-market strategy with the global strategy while adhering to the defined RACI (Responsible, Accountable, Consulted, Informed) framework. Successfully aligned four countries on standards and procedures, leading to year-over-year sales and business profit growth.
• Led the creation, implementation, and ongoing successful development of eight new regional workstreams, including Sales Capabilities, Brand Marketing, Commercial Strategy and Planning (sales and channel support), Creative Materials and Sourcing, Communications, Analytics, and Reporting Digital Transformation Support with the goal of operational excellence and ongoing improvement.

Strategic Leadership and Team Building:

• Led the Regional Marketing and CS&P (Commercial Strategy and Planning) teams, overseeing recruitment efforts and fostering the development of capabilities regionally and within local markets through COVID and extensive organizational change. Cultivate a high-performance team culture to drive results and achieve sales and profit objectives per Kao Values and Cultural Attributes.
• Collaborate with Americas Regional Leadership Team to drive regional marketing optimization strategies.

New Product Development (NPD) Commercialization:

• Collaborate with cross-functional teams to define and execute NPD launch plans, ensuring alignment with brand initiatives and educational strategies and successfully driving X in the past X years alone.
• Direct all brand engagement and awareness strategies across four brands in the region with annual impressions of X

GBU Collaboration and Financial Forecasting:

• Lead the strategic development of sales planning tools for the countries to drive efficiencies and transparency. These include all new product forecasting, price increase management, strategic building block construction and investment strategies.
• Collaborate with country and trade channel leaders on annual financial forecasting accuracy and delivery to ensure alignment with regional objectives and overall business goals.

Digital Transformation and Reporting:

• Directed the team to the successful implementation of SalesForce CRM to improve customer acquisition and lifecycle management through performance metrics and customer engagement tools.
• Developed extensive reporting tools to give leadership and sales associates data transparency and visibility into their respective customer portfolios to improve business performance.

• Engaged with the Senior Leadership Team to implement all country sales, marketing, and education strategies
• Spearheaded all marketing functions for the United States, including all brands, channels, customer programs including sales incentives and loyalty
• Additionally responsible for product quality issues and the technical hotline.

• Established and executed marketing plans and programs to achieve the strategic objectives in North America, by the KPSS global strategy
• Manage Marketing staff to spearhead the strategic brand development and brand image in the North American market.

• Managed retail product management group in all facets of new product launches, product enhancements, acquisition integration, line extensions, and strategic planning.

• Responsible for managing new and existing products within the Retail Division.

• Responsible for the development and execution of the strategic and marketing plans that support the sales and profit goals of the Canadian and International Business Units at more than $14 million in gross sales annually
• Met or exceeded all established objectives including distribution resulting in 25 percent sales increase in the Latin American region.

• Directed the Institute staff's activities in membership recruitment, marketing, program development, market research, and human resources.