Guillermo Montero Raya
Resumen profesional
Brand Manager with +5 years' experience leading local and global marketing management, implementing strategies in the FMCG and premium drinks sectors. Able to lead multidisciplinary teams and link marketing to tangible P&L results.
Datos destacados
6
6
years of professional experience
6
6
years of post-secondary education
Experiencia
Global Brand Manager Tío Pepe & Spirits
GONZÁLEZ BYASS
2024.10 - 2026.04
- Led the repositioning of Tío Pepe, creating a new communication platform to increase relevance and premium perception.
- Translated brand strategy into channel-specific activation plans (on-trade and off-trade), working closely with local markets and distributors.
- Relaunched Nomad Whisky, achieving +150% net sales growth through renovation of product, pricing, and communication.
- Responsible of P&L of Tío Pepe and spirits portfolio, including pricing strategy, margin optimization, and SKU profitability (+10pp gross margin improvement).
- Developed price architecture (price-tree) and collaborated with Finance/Controlling on contribution margin analysis.
- Prepared and led monthly and quarterly business reviews with internal stakeholders and brand owners.
- Designed global Brand Books and guidelines, ensuring consistency across markets.
- Monitored budget performance, ensuring ROI optimization and corrective actions on deviations.
Brand Manager Vermouth St Petroni
PERNOD RICARD
2023.12 - 2024.10
- Developed and executed the brand’s marketing strategy and communication plan, recommending strategies in the key areas with the greatest potential.
- Managed €1.5M A&P budget, including planning, tracking, and ROI optimization.
- Planned and implemented media campaigns (digital, social media, influencers) in coordination with agencies.
- Designed and executed on-trade activations, festivals, and influencers plan, increasing brand awareness by +7pp.
- Worked closely with sales teams to adapt plans by channel and customer.
- Conducted sales analysis, forecasting, and performance tracking vs targets.
- Monitored competitor activities, pricing, and promotions to adjust brand strategy accordingly.
Brand Manager El Ventero Cheese
LACTALIS GROUP
2021.03 - 2023.12
- Defined and executed brand strategy, including relaunch (product + communication), delivering +10pp consideration and +4pp awareness.
- Led innovation pipeline, including launch of El Ventero Protein range (+20% volume growth).
- Managed pricing strategy, promotions, and profitability, working with Trade Marketing and Sales teams.
- Designed and implemented communication campaigns (TV, digital), including media planning and performance tracking.
- Coordinated with sales force on promotions, local activations, and in-store execution.
Nielsen Business Intelligence Lactalis Spain
LACTALIS GROUP
2022.01 - 2023.01
- Delivered monthly sell-out reporting and performance analysis to General Manager and HQ.
- Conducted variance analysis and sales forecasting across multiple categories (cheese, milk, desserts).
- Provided insights on distribution, pricing, and category trends to support commercial decisions.
Category Manager Junior
GSK CONSUMER HEALTHCARE
2020.06 - 2021.03
Formación
Business Administration Degree -
Universidad de Alcalá
2014.01 - 2018.04
Master's - Marketing and Sales Management
EAE Business School
2020.01 - 2021.04
Mini MBA - Brand Management
Mini MBA Mark Ritson
2025.01 - 2025.06
Enfatiza tus habilidades clave
- Marketing Strategy & Brand Management
- Team leadership
- P&L Management & Margin Optimization
- Pricing Strategy & Price-Tree Development
- Budget Planning & ROI Control
- Sales & Trade Marketing Coordination
- On-trade & Off-trade Channel Management
- Market Analysis & Consumer Insights (Nielsen, IWSR)
- Media Planning & Campaign Execution (Digital, Influencers, Events)
- Cross-functional Leadership (Sales, Finance, Agencies, Distributors)
Idiomas
English
Avanzado
Spanish
Experto
Cronología
Mini MBA - Brand Management
Mini MBA Mark Ritson
2025.01 - 2025.06
Global Brand Manager Tío Pepe & Spirits
GONZÁLEZ BYASS
2024.10 - 2026.04
Brand Manager Vermouth St Petroni
PERNOD RICARD
2023.12 - 2024.10
Nielsen Business Intelligence Lactalis Spain
LACTALIS GROUP
2022.01 - 2023.01
Brand Manager El Ventero Cheese
LACTALIS GROUP
2021.03 - 2023.12
Category Manager Junior
GSK CONSUMER HEALTHCARE
2020.06 - 2021.03
Master's - Marketing and Sales Management
EAE Business School
2020.01 - 2021.04
Business Administration Degree -
Universidad de Alcalá
2014.01 - 2018.04