Fausty Sotto Dosaiguas
Marketing Manager
Miami,FL
Summary
Strategist in Marketing and Customer Marketing, professional with more than 15 years of experience in commercial departments (Marketing & Insights Research, Trade Marketing & Sales) with the goal of fostering teamwork & team leadership to perform with excellence. Strongly focused on the development and execution of strategic brand and channel plans with the objective of increasing equity, profitable growth, and brand building through an omnichannel experience that impacts the consumer positively.
Overview
19
19
years of professional experience
Work History
Sr. Channel & Customer Marketing Manager
Campari Group
02.2020 - 11.2023
- Creation of the CCM department in Mexico for Campari Group, reporting to the Managing Director in Mexico.
- Development of team structure and job descriptions, short- and long-term A&P budget plan, analysis and design of the route to market, Channel Plan, specific KPIs development, execution through Storecheck and development of key brand strategies across all sales channels that increase sell out.
- Planning and development of the E-Commerce Channel for Campari Mexico for the first 5 years direct to consumers strategy.
- Development of CCM annual and 5-year strategic plan: P&L across brands and channels plan to win at the point of sale: On Trade & Off Trade & E-Commerce.
- Design of sales structure of 150 Sales Promoters through an outsourcing agency. Storecheck KPIs vs Perfect Store by store clusters.
- Development of the On-Trade channel and national manager team with 42 On-Trade executives and regional managers.
- Revenue Optimization Management: Analysis of Price and Promotional Activities to optimize the Calendar and way of executing promotions.
- Development of the first digital platform with a multi-brand loyalty plan for the On-Trade channel in Campari Mexico to encourage channel staff with the objective of increasing sales, generating greater loyalty and creating awareness.
Sr. National On-Trade Manager
Campari Group
08.2017 - 01.2020
- Development and execution of the Channel and Customer strategy and activities to support business results of the on-trade channel, working in strong communication with Marketing and Sales Director to ensure a coherent approach and deployment in the market of brand building plans in the main on premise outlets (bars, pubs, hotels, restaurants).
- Secure wins at the On Trade point of sale by ensuring superior and unique shopper/consumer experience to boost brand building effectiveness. Alignment of the organization by creating Omnichannel strategy and plans to maximize return on investment.
- Development of yearly CCM plan in line with strategic priorities for the key brands, with the ultimate goal of enhancing Brand Building, visibility, consumer/shopper and bartender engagement at the point of sale and support in product distribution at wholesalers.
- Design of CCM A&P budget assigned for the channel.
Marketing Manager
Campari Group
02.2016 - 08.2017
- Development and articulation of compelling strategies, platforms and storytelling to build consumer-relevant categories and brands, leveraging market and consumer insights, to propel equity and profitable growth.
- Planning, development, and monitoring of the Brand Plan that increases brand health tracking metrics and profitability through awareness and consideration according to consumer insights, BVI and price positioning.
- Design of key brand growth model analysis & execution of the annual media communication / amplification plan in line with the digital strategy.
- Maximization of A&P investments with One Consumer approach.
On Premise Regional Manager
Bacardi Mexico
07.2011 - 05.2015
- Development of regional strategic plans to increase: availability, visibility, share and sales in every On Premise account.
- Ensuring a correct execution of strategies and plans, doing the necessary adjustments to have the best ROI. Implementation of “Picture of Success” to evaluate and improve the execution level in every On Premise account. Improving equity and brand building according to the ROI and gross profit in every negotiation. Control of the regional budget.
- Recruitment, development and management of 10 executives over 8 cities.
On Premise National Trade Marketing Manager
Bacardi Mexico
03.2010 - 07.2011
- Development of the National On Premise Channel through strategic plans aligned with the Marketing and Sales strategies. Ensuring the correct execution and control of all projects, focused on sales fundamentals, optimizing sellout of the portfolio. Development, implementation and standardization of customer segmentation and clustering according to their potential. Control and management of the national budget of Trade Marketing On Premise.
- Negotiation of the annual agreements with top On Trade chains, suppliers and Marketing agencies to implement the plans.
On Premise National Trade Marketing Champion
Bacardi Mexico
10.2008 - 04.2010
- Supervision of the correct execution and control of projects to obtain greater visibility, distribution and sellout of the portfolio by changing the purchase decision of the shopper and consumer.
- Participation in the development and analysis of the “Trade Marketing Mix” in such a way that they are aligned with the marketing strategies (target, positioning and strategy of each brand) and sales (market needs).
- Supervision, monitoring and ensuring the correct execution of projects.
Focus Group Analyst
De La Riva Group, Market Research
03.2005 - 07.2008
- Responsible for the consumers' study group in Gesell chamber, analysis, presentation and sale of several ad-hoc projects across large consumer segments.
- Execution and sale of Trends and Lifestyle studies in 5 different segments of Mexican consumers that the marketing departments of global companies used to develop the most insightful advertisements in their Marketing campaigns and track the brand health directly from consumers.
- Execution of studies for the following industries: Telecommunications, Banking, Mortgage, Automotive, Alcoholic Beverages, Pharmaceuticals and Food, among others.
Education
Bachelor of Arts - Marketing
Tec De Monterrey - CCM
Mexico City 05.2001 -
Skills
Campaign Management
Pricing Strategy
Trade Show Marketing
Market Research Analysis
Product Promotion
Strategic Marketing
Customer Buying Habits
Team Building
Brand Positioning
Budgeting and Allocation
Brand Management
Client Relationship Management
Timeline
Sr. Channel & Customer Marketing Manager
Campari Group
02.2020 - 11.2023
Sr. National On-Trade Manager
Campari Group
08.2017 - 01.2020
Marketing Manager
Campari Group
02.2016 - 08.2017
On Premise Regional Manager
Bacardi Mexico
07.2011 - 05.2015
On Premise National Trade Marketing Manager
Bacardi Mexico
03.2010 - 07.2011
On Premise National Trade Marketing Champion
Bacardi Mexico
10.2008 - 04.2010
Focus Group Analyst
De La Riva Group, Market Research
03.2005 - 07.2008
Bachelor of Arts - Marketing
Tec De Monterrey - CCM
05.2001 -