Anibal Fuentes

About Anibal Fuentes

What sits at the intersection of strong commercial application and purpose? That question has driven every chapter of my career, and the answer is what pushes me to stand apart in a market where you simply cannot outperform without being consumer and category centric.Early on, I was fueled by a desire to learn, to do something different, to be stretched in ways I hadn\'t been before. And that still motivates me. That desire kicked in when I designed the trade marketing strategy behind Mucinex Night Shift, leading my team to more than double the initial forecast. It pushed me to challenge what we thought we knew about our shoppers, more than doubling our advisorships. And it drove me to take a stagnant dollar business and revitalize it, delivering double digit growth on the top and bottom line. More recently, that drive pushed me to lead the commercial strategy behind launching Oikos into ready-to-drink protein shakes as Americans rethink their dietary needs and expect more from the brands they trust.But as I progressed, what I found to be just as compelling is the purpose behind what I do. My why as a leader is to connect and empower the people around me so we can discover the opportunities that have yet to be discovered. That hit home when my organization acquired the infant nutrition business and I saw firsthand what it meant to help give babies the best start in life with Enfamil. That mindset carried me into a purpose-driven food and nutrition company where health through food wasn\'t just a tagline but the foundation of the business, and now into consumer healthcare where the mission to deliver better everyday health touches hundreds of millions of people. When I view myself and my team through that lens, I\'m not just leading a cross-functional team to a customer\'s strategy. I\'m giving people access to brands like Advil and Emergen-C that help them feel better and get back to work faster. I\'m helping people enjoy the golden years of their lives with preventive wellness through a brand like Centrum. The more we lead with purpose, the better we all perform.How I bring that to life starts with stepping back to see the big picture and committing fully to what I believe in. From there, it\'s about driving clarity across the noise, making complex things simple, and creating space for people to grow. All of that informs my commitment to leaving every role better off than when I got it, developing talent who think for themselves, and future-proofing initiatives in a rapidly evolving landscape. If this resonates, let\'s connect and see what we can build.

Experience

1. VP, Customer Strategy & Planning

   Haleon

   Jan 2026 — Present · Warren, NJ, US

   Leading Customer Strategy & Planning across Haleon\'s U.S. Consumer Health portfolio, spanning Upper Respiratory/Allergy, Pain, Digestive Health, VMS, and Oral Care.My role sits at the intersection of strategy and execution, across channels and wherever shoppers engage with our brands, online and offline. I partner with and lead our CS & P teams to design customer growth strategies that connect category ambitions with retailer priorities, translate insights into plans that win at shelf and online, and pressure-test the commercial viability of what we bring to market. We steward execution accountability and measurement across the commercial organization, with focus on innovation commercialization, trade effectiveness, distribution strategy, and cross-category growth platform enablement.

Education

• William Paterson University of New Jersey

  Bachelor of Science - BS, Marketing

  1999 — 2003

Skills

• Fast-Moving Consumer Goods (Fmcg)
• Trade Marketing
• Customer Insight
• Cross-Functional Team Leadership
• Competitive Analysis
• Management