ALEX PARELLADA FROUCHTMAN
Barcelona,Spain
Summary
Dynamic professional with expertise in retail and out-of-home sales, brand strategy, and market strategy. Proven track record in client acquisition and new business acquisition, driving growth through innovative sales team leadership. Skilled in digital and traditional marketing, leveraging consumer insights for effective product development. Committed to advancing career goals by enhancing brand presence and expanding market reach.
Overview
19
19
years of professional experience
5
5
years of post-secondary education
Work history
Regional sales manager
Nestlé Professional - Nestlé Spain
01.2023 - 12.2025
- Led direct sales for the HORECA channel, achieving annual sales of approximately €20 million with a team of 39 reports.
- Achievements: OG growth of 7% in 2024 and 15% in 2025, with double-digit market share gains
Marketing Brand Manager
Nestlé Professional - Nestlé Spain
06.2018 - 01.2023
- Defined out-of-home brand strategies for coffee brands Bonka and Nescafé Dolce Gusto.
- Supervised marketing budget of €1.5 million and annual sales of €70 million.
- Supported achievement of single-digit market share wins in 2022 and 2023.
Merger integration manager
Nestlé Professional - Nestlé Spain
12.2018 - 06.2019
- Led the integration of Productos del Café and Nestlé Professional, focusing on strategy, P&L, and new organizational structure
- Achievements: Successfully implemented the new strategy, reversing negative sales trends
Marketing Brand Manager
Productos del café - Nestlé Spain
12.2015 - 06.2019
- Directed marketing strategy for B2B coffee brands, reporting directly to the CEO and managing a budget of €1.3 million and annual sales of 45Mio€.
- Achievements: Launched a super-premium coffee product exceeding sales targets and relaunched the Moment Tea brand, doubling market penetration.
Senior Brand Manager
NESCAFÉ, Nestlé France
01.2013 - 01.2015
- Re-engineered brand operations, achieving a turnover increase of 1.5% and single-digit market share growth.
E-commerce and Digital Manager
NESCAFÉ Dolce Gusto, Nestlé Spain
01.2010 - 01.2013
- Developed online sales strategies, growing revenue from €100K to €3Mio and increasing database registration by 15%.
Business Excellence Specialist
Nestlé Spain
01.2007 - 01.2010
- Collaborated with cross-functional teams to manage projects and implement new business models.
Education
Industrial Engineering -
Universidad Politécnica de Cataluña
Barcelona, Spain 01.2000 - 01.2005
Master’s thesis - undefined
Jönköping University
Jönköping, SwedenSkills
- Retail and Out-of-home sales
- Sales team leadership
- Client acquisition
- Pricing strategy adaptability
- Brand and Market strategy
- Digital and traditional marketing
- Consumer insights
- Product development
Websites
Languages
Spanish
Native
Catalan
Native
English
Fluent
French
Advanced
Accomplishments
Achieved exceptional annual performance ratings consistently for the last 10 years.
Custom
- Junior Consultant, IT Implementation / Project Management, Bearing Point, Barcelona, Spain, 2006
- Intern, Production Quality Team, Delphi Diesel Systems, Barcelona, Spain, 2004
Timeline
Regional sales manager
Nestlé Professional - Nestlé Spain
01.2023 - 12.2025
Merger integration manager
Nestlé Professional - Nestlé Spain
12.2018 - 06.2019
Marketing Brand Manager
Nestlé Professional - Nestlé Spain
06.2018 - 01.2023
Marketing Brand Manager
Productos del café - Nestlé Spain
12.2015 - 06.2019
Senior Brand Manager
NESCAFÉ, Nestlé France
01.2013 - 01.2015
E-commerce and Digital Manager
NESCAFÉ Dolce Gusto, Nestlé Spain
01.2010 - 01.2013
Business Excellence Specialist
Nestlé Spain
01.2007 - 01.2010
Industrial Engineering -
Universidad Politécnica de Cataluña
01.2000 - 01.2005
Master’s thesis - undefined
Jönköping University