JOSHUA LARRAGOITI
Toronto,Ontario
Summary
For the last 15+ years I have been managing and leading brands for the Latin America market in Consumer Packaged Goods (CPG) companies helping them to increase their brand awareness and distribution as well as developing their innovation portfolio. Currently serving as the Sales Planning Marketing Manager on the Staples and Commercial (Hamster, Grand & Toy, Basics) accounts for Newell Brands Writing products
Overview
17
17
years of professional experience
Work History
Sales Planning Manager
Newell Brands
Brampton, Ontario
07.2020 - Current
- Management of Newell portfolio for Writing products at Staples and Commercial channel, portfolio worth over $63.5M
- Implemented and planned sales strategies based on shopper insights and P&L analysis to drive distribution and customer development
- Built relationships with customers and community to establish long-term business growth.
Senior Regional Brand Manager
Newell Brands
Mexico City, Mexico
09.2014 - 07.2020
- Launched more than 15 products to market through exemplary product development administration, leading development process from idea to launch with detailed network management including product plan and critical path to ensure double digit growth trend in Latin America region.
- Led and developed with CMI team market research plan that allow us to gain understanding of competitor equities and performance on key category drivers. In-depth data analysis of this information to generate strong insights which helped us increase product innovation funnel in 30%.
- Conducted product life cycle analysis and rationalization plan aligned with new product launch to reduce complexity and bring efficiency to shelf.
- Developed coloring regional brand strategy with short, mid, and long-term mentality and provided plan on how to grow brand presence and achieve growth goals while simultaneously reducing portfolio complexity resulting on 25% growth by year 1.
Regional Brand Manager
Newell Brands
Mexico City, Mexico
08.2012 - 09.2014
- Led the largest brand on the writing portfolio, with the main responsibilities of driving new product development agenda, along with activation plan which included activity plan, agency management and budget planning and execution.
- Facilitated training for the Latin America team about the whole product development process as well as network management. Designed and facilitated a product financials and P&L management training to improve the development team product costing & price skills.
- Outlined regional strategy and report it back to global marketing team including marketing plan, 6P analysis, product roadmap as well as invoice and sell out data.
- Managed A&P budget including activation and media.
Trade Marketing Manager
Newell Brands
Mexico City, Mexico
10.2010 - 08.2012
- Developed and led a sales program focused in increasing basic portfolio distribution at small businesses with a 3yr growth CAGR of 15%.
- Created and implemented sell out measurement system at main distributors that increased sell out in 12% which directly influenced sell in numbers growing 5% vs year before.
- Developed a simplified portfolio strategy reducing SKU count from 5,000 skus to 200 skus which helped distributors improve their inventory management in 50% by staying focused and reduce the amount of one-time skus that were becoming obsolete.
- Developed and maintained business-specific product user guides within basic portfolio strategy.
Account Director
Makken
Mexico City, Mexico
01.2010 - 10.2010
Senior Account Manager
Makken
Mexico City, Mexico
02.2009 - 01.2010
Brand Manager
Mattel De Mexico
Mexico City, Mexico
01.2007 - 08.2008
Assistnat Brand Manager
Mattel De Mexico
Mexico City, Mexico
06.2004 - 01.2007
Education
Bachelor´s Degree - Business Administration
Universidad Del Valle De Mexico
Mexico City12.2004
Skills
- Channel Management
- Cross-Functional Leadership
- Marketing Strategy Development
- Product Development
- Problem Solving
- Market Trend Analysis
- Cross-Channel Marketing
Timeline
Sales Planning Manager
Newell Brands
07.2020 - Current
Senior Regional Brand Manager
Newell Brands
09.2014 - 07.2020
Regional Brand Manager
Newell Brands
08.2012 - 09.2014
Trade Marketing Manager
Newell Brands
10.2010 - 08.2012
Account Director
Makken
01.2010 - 10.2010
Senior Account Manager
Makken
02.2009 - 01.2010
Brand Manager
Mattel De Mexico
01.2007 - 08.2008
Assistnat Brand Manager
Mattel De Mexico
06.2004 - 01.2007
Bachelor´s Degree - Business Administration
Universidad Del Valle De Mexico