Martin Cantasano

Skilled in helping companies design an innovative plan that combines creativity and strategy to highlight brands, integrating the development of storytelling.

 Proficient in formulating ideas that catalyze brand growth through a deep understanding of who they need to target to be #1 in the market.

Trained to help businesses succeed, implementing visionary strategies, creating positive change and growth in challenging environments
through leadership, teamwork and pragmatic tactics aimed at expansion. 

W O R K EX P E R I E N C E

Grupo AlEn | Household cleaning products manufacturer 

Group Marketing Manager Home Care. Pinol + Eficaz Brand | Team of 8 people

Monterrey,NuevoLeón,Mexico June 2021- June 2023

Pinol: 

In charge of the brand repositioning, based on BrandPower KWPL assets.

Executed a long-term strategy, dividing objectives by extension and attacking different shoppers/moments of use. Identified opportunities that allowed the business unit to be profitable +30% vs AA.

Reversed the slowdown in consumption at Pinol Original post-pandemic andmaintained growth of +3pp pdm value vs. pre-pandemic.

Eficaz:

Boosted profitability of the entire business unit +300% vs AA.

Redesigned the entire long-term strategy: Business Case with a high impact on CapEx.

Achievements: Participant in the Sustainability committee of Grupo AlEn "Go beyond": Leader of the “Sustainable Lifestyle” pillar- Objective: Obtain the change of habits of 20 million citizens in the use of water and the recycling of plastic; strategy development toachieve the objective based on 6 key activities, using the company's capabilities | Leader in process and implementation of IBP | Product Continuity Chapter lead: Ensured the purification of the company's inactive portfolio | Development of multifunctional tools within the marketing team: 9 financial quadrants, funnel for the development of the marketing annual plan, and more.

Group Marketing Manager Laundry Category. Ensueño + Pinol Laundry Soap Brand | Team of 6 people                                                                                                                                                                                                                   2019- 2021 ▪ Repositioned the Ensueño Brand in the Softeners category, allowing theBrand Power togrow 4 points since it was implemented;

winners of YT Awardsand finalists of several more contests.

▪ Achieved the highest campaign KPIs in the entire company; Association andBreakthrough, the highlights. ▪Developed innovation platforms forthe next 5 years, based on homecare macro trends.

▪ Lead successful launches: Ensueño Natureza Argan, Ensueño Natureza Lichi, Image Redesign of the Max portfolio.

▪ Enhanced profitability ofthe Entry Segment, recovering margins aligned to the category; applied RGM Pricing methodologies. ▪ Relaunched the PinolLaundry Soap category usingPPA; growth of 30% in volume and20% in profitability.

Sr. Brand Manager. Cloralex Brand | Team of 2 people  2017-2019

Launched Cloralex Rendidor Gel, carrying out an investment in CapEx to increase line capacities; objective: Increase category valuation.

▪ Restructured the portfolio, based on PPA methodology (I was the developer of the methodology in the company); focused on increasing velocity and revenue per litre/channel.

▪ Successfully repositioned “Cloralex Green”.

▪ Focused on the southern part of Mexico, the only region that the branddid not have leadership at that time; today, it is the leader by more than 20 points of pdm vs competition.

Quala S.A. | Food and beverage manufacturing                                                                                                                             Monterrey, NuevoLeón, Mexico Sr. Brand Manager. EGO                                                                                                                                                                                                            2016- 2017

▪ In charge of leading men’s personal category forEgo Brand in Mexico, managing the overall image of the products.

Bimbo S.A. de C.V. | Leader and largest baking company in the world                                                                            Mexico City | Stateof Mexico, Mexico Brand Manager. Whole Wheat Category Brand                                                                                                                                                                     2015- 2016 ▪ Acted as Brand Manager for Whole Wheat Bimbo Sliced Bread category, implementing strategic brand development techniques for a new bread category.

▪ Developed the portfolio with brand cues and positioning; co-created the brand’s manual. ▪ Coordinated strategic retail B2C planning for 2016new bread category.

▪ Spearheaded Bimbo Character global manual and positioning, boosting storytelling and character workshop.

Brand Manager. Sweet Baked Goods                                                                                                                                                                                       2014- 2015 ▪Responsible for Pinguinos Brand management, ensuring the products keep resonating with customers; in charge of sales forecast plan and brand budget management.

▪ Created the strategic plan development for2014 and 2015; lead the retail  strategic  development,  as well as rentability plan for the whole sweet baked goods category.

▪ Award winning "El Sabor del Año" with Pinguino brand year 2015.

Brand Assistant                                                                                                                                                           2013 ▪ Directed the category strategic plan development for Bimbollos and Medias Noches brandfor 2014 (hamburgers and hotdogsbuns).

Corporativo Bimbo | Bimbo’s Corporate Service Buenos Aires, Argentina Brand Assistant      2011-2013

▪ Steered the strategic brand developing forSouth American brands; innovated with the brand character manual and global strategic positioning throughmarketing techniques.

Licenciatura en Comunicación Social, Universidad Nacional de La Plata 2005-2010