Summary
Overview
Work History
Education
Skills
Affiliations
Languages
Timeline
Generic
Tonatiuh Chavez

Tonatiuh Chavez

San Antonio

Summary

Innovative, Bilingual Head of Marketing with background in creating and implementing comprehensive marketing strategies. Proven capabilities in coordinating cross-functional teams, identifying market trends, and leveraging data analytics to drive brand growth and visibility. Strong leadership skills accompanied by an innate ability to strategize and inspire team members have consistently resulted in significant brand development.

Overview

18
18
years of professional experience

Work History

HEAD OF MARKETING

Karat Home Inc.
San Antonio
01.2024 - Current
  • Developed marketing plan for new brands acquisition: Z Gallerie, leading to increased web traffic by 36% YTD
  • Created Brand plan to drive brand identity for Hulala Home, helping increase web traffic by 59% YTD
  • Manage performance marketing plan that has increased ROAS by 30%
  • Launched NurseryNook brand to help drive brand awareness and traffic for Hulala Home; sales up 48% YTD
  • Developed social media strategy by brand, including influencer marketing, increasing engagement 43% across brands YTD
  • Successfully manage 5 agencies, 7 brand partners, and more than 30 employees across 5 countries

MARKETING DIRECTOR

NatureSweet Tomatoes
San Antonio
01.2022 - 01.2024
  • Executed marketing plans to increase brand exposure and affinity; that helped increase sales by 20% vs YA
  • Created Private Label strategy and managed team to gain distribution in 4 of our 5 top accounts
  • Expanded businesses by developing powerful sales, advertising and marketing campaigns, to drive incremental points of distribution
  • Mentored marketing personnel on best practices and protocols to maximize productivity
  • Led product changes to enhance customer interest and maximize sales, increasing overall points of distribution in top 5 customers
  • Developed and executed strategic marketing campaigns, including site promotions and engaging digital content

MARKETING DIRECTOR

The Mentholatum Company
Horsham
09.2019 - 12.2021
  • Created and executed marketing plans for OTC Eye Care, Oral Care, Skin Care, Cough & Cold and Pain that drove >15% in profitability
  • Managed digital marketing plans and engaging digital content that incorporated SEO, social media platforms and video campaigns
  • Developed Private Label strategy, including creation of collateral material (P&L, forecast, sales material, pricing and contract development)
  • Managed 5 agencies and 3 brand partner relationships to increase ROI by 20%
  • Managed the development of new products to drive brand growth, and increased profitability
  • Partnered with sales representatives during customer consultations to build agency and customer relations
  • Guided and motivated team through continuous improvement, streamlining processes and cost-control - leading to highest profitability in company history

SENIOR BRAND MANAGER, CULTURELLE

i-Health, Inc.
Cromwell
01.2018 - 09.2019
  • Led the development and execution of brand strategies that drove incremental +35% in sales and +40% in profit
  • Developed and executed media strategies and led the transition to digital marketing
  • Managed the creation of influencer marketing strategy, that included partnering with Jessica Alba
  • Increased ROI across marketing tactics to drive strong efficiencies in spend
  • Drove new shopper marketing tactics that drove record share in Walmart and Amazon
  • Drove new product development, working closely with sales to effectively align products with consumer demands

SENIOR BRAND MANAGER, HEALTHY AGING

i-Health, Inc.
Cromwell
04.2016 - 12.2017
  • Managed several brands under Healthy Aging portfolio to record profitability, including OTC brand AZO
  • Increased portfolio margin by more than 500 basis points
  • Led the team in the evaluation and purchase recommendation for up4 probiotics brand
  • Created brand concept and positioning for new probiotics brand: up4
  • Drove Estroven Brand contribution percent to highest of all i-Health brands
  • Led cross-functional task force for SKU optimization, driving more than $3 million dollars in savings
  • Devised, developed and directed negotiation of key business relationships, including KOLs

SENIOR BRAND MANAGER, MULTI-CULTURAL MARKETING

COLGATE-PALMOLIVE COMPANY
New York
03.2014 - 06.2015
  • Launched and managed new products/brands driving more than $5MM in incremental sales
  • Led Corporate Sponsorships to drive affinity among the Hispanic and African American communities
  • Developed and executed marketing strategies for key Hispanic brands
  • Worked closely with Latin America team to develop joint strategies and product launches
  • Created and executed Shopper Marketing programs with strong incremental share and ROI
  • Managed strategic partnerships with noncompete companies to drive promotional scale
  • Created and distributed Hispanic presentations to aide sales teams elevate Colgate's position as the Hispanic thought leader, helping increase shelf presence and communication

BRAND MANAGER, MULTI-CULTURAL MARKETING

COLGATE-PALMOLIVE COMPANY
New York
12.2009 - 03.2014
  • Created and executed strategic initiatives to drive accelerated growth in the Hispanic market, driving Hispanic dollar growth faster than General Market 5 years in a row
  • Led the development of campaigns targeting Hispanic and AA consumers driving growth of >30% in 5 years
  • Led innovation efforts for new product development introducing several products to the Hispanic market
  • Led cost-reduction, cross-functional taskforce that identified and implemented process changes and SKU optimization that drove $15 million in savings

ASSOCIATE BRAND MANAGER | Irish Spring Bar Soap

COLGATE-PALMOLIVE COMPANY
New York
01.2008 - 11.2009
  • Led Irish Spring to record shares and profitability
  • Drove product innovation; developed products from idea to product development and launch, including Irish Spring Body Wash, which drove more than $200 million in retail sales in 2014
  • Generated creative ideas on how to best price and package products, conducted extensive marketing research and drove and executed public relations initiatives that stimulated visibility

ASSOCIATE BRAND MANAGER - Oral Pharmaceuticals

COLGATE-PALMOLIVE COMPANY
New York
01.2007 - 12.2007
  • Led the expansion of OTC products for Colgate in US retail
  • Managed new product development for Optic White professional whitening product line with 3 new products in one year
  • Analyzed consumer insights to inform product positioning, pricing and promotion decisions.
  • Coordinated with advertising agencies to ensure timely delivery of projects within agreed budgets.

Education

Master in Arts - Regional Studies Latin American and The Caribbean

Columbia University in The City of New York
New York, NY

MBA - Marketing and Finance

William E. Simon Graduate School of Business Administration
Rochester, NY

BS - Marketing, Finance, and International Business

Manhattan College
NY, NY

Skills

  • Communications management
  • People management
  • Campaign planning
  • P&L management
  • Retail Marketing
  • Partnership Marketing
  • Product launch
  • Marketing campaign management
  • Competitive and trend analysis
  • Brand-building strategies
  • Demand Generation Marketing
  • Market tracking
  • Marketing analytics
  • Media planning
  • Sales enablement

Affiliations

  • Advanced Tennis player
  • Avid Traveler
  • Multiple leadership awards

Languages

English
Native/ Bilingual
Spanish
Native/ Bilingual

Timeline

HEAD OF MARKETING

Karat Home Inc.
01.2024 - Current

MARKETING DIRECTOR

NatureSweet Tomatoes
01.2022 - 01.2024

MARKETING DIRECTOR

The Mentholatum Company
09.2019 - 12.2021

SENIOR BRAND MANAGER, CULTURELLE

i-Health, Inc.
01.2018 - 09.2019

SENIOR BRAND MANAGER, HEALTHY AGING

i-Health, Inc.
04.2016 - 12.2017

SENIOR BRAND MANAGER, MULTI-CULTURAL MARKETING

COLGATE-PALMOLIVE COMPANY
03.2014 - 06.2015

BRAND MANAGER, MULTI-CULTURAL MARKETING

COLGATE-PALMOLIVE COMPANY
12.2009 - 03.2014

ASSOCIATE BRAND MANAGER | Irish Spring Bar Soap

COLGATE-PALMOLIVE COMPANY
01.2008 - 11.2009

ASSOCIATE BRAND MANAGER - Oral Pharmaceuticals

COLGATE-PALMOLIVE COMPANY
01.2007 - 12.2007

Master in Arts - Regional Studies Latin American and The Caribbean

Columbia University in The City of New York

MBA - Marketing and Finance

William E. Simon Graduate School of Business Administration

BS - Marketing, Finance, and International Business

Manhattan College

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Tonatiuh Chavez