Cesar Lastra
Insights, Strategy and Innovation Consultant @Cesar Lastra Labs
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WORK HISTORY
Insights, Strategy and Innovation Consultant @Cesar Lastra Labs
Cambridge, GB
Innovation Insights Contractor – Royal Canin, GlobalSenior Innovation Insights Manager, Nourish - MARS Pet Nutrition, GlobalInsights Contractor – Fireaway Pizza, UKStrategy and Insights Consultant – Brain in Hand x Springboard Ventures, UK- Working with cross-functional innovation teams at Royal Canin to inform new product development across the portfolio, analysing market insights and informing sustainable packaging strategies- Creating a systematic approach to integrate consumer and market insights and foresights throughout the innovation process, including insights toolkits with best practices and agile methodologies- Partnering with finance to apply insights to improve opportunity size and ROI estimates for NPD- Built end-to-end insight learning plans and managed cross-platform budgets to guide the development of growth propositions for the Mars Pet Nutrition pipeline within the Nourish innovation pillar- Led analysis of pet parent ad hoc and continuous research used to inform regional NPRs, supported by in-house market data, social listening studies, semiotics, brand equity insights and concept testing- Partnered with Fireaway’s Head of Marketing to deep dive on brand USP, positioning, communication, in-store experience, shifting channel strategy and changing demographics by conducting research with franchisees and consumers, delivering actionable insights and a future-oriented brand proposition- Conducted in-depth interviews with stakeholders and consumers for Brain in Hand, a hybrid support system for neurodivergent audiences, to create end user personas and map persona-based journeys- Led virtual, two-day ”Creative Thinking and Problem Solving” training sessions to BAE Systems\' Submarine and Digital Intelligence divisions, helping them build capabilities and apply design thinking principles to real-world scenarios.
EDUCATION
Sorbonne-Université de Paris, Institut d’Etudes Politiques
World Capitals Study Abroad Program
American University - Kogod School of Business
BSBA, International Business & Marketing
SKILLS
ABOUT CESAR LASTRA
I am a dot connector that co-creates ideas with organisations to bring innovation to life, through deep insight, ideation and new product development to address unmet and often unexpressed needs in the market. From Fortune 500 companies to start-ups, I help navigate disruption, understand the problem they are solving for and translate consumer jobs to be done (JTBD) into value propositions. My work has taken me around the world – living in the US, Latin America and Euope – where I have leveraged consumer and business insights, trends, strategy, innovation, L&D and design thinking capabilities to make connections and help companies deliver innovative well designed, and meaningful experiences to customers. My approach is transparent and collaborative. I adopt a hands-on approach to getting things done and foster learning across the organisation, from new hires to senior leadership. I am often told that I bring a unique perspective to the room and help them to unlock trapped value. FMCG companies like Colgate-Palmolive, The Coca-Cola Company, SABMiller and Suntory have given me opportunities to grow their business, while also giving me space to develop, across a range of roles that included local, division, region and global remits. I have created insights teams, led them, as well as built capability and infrastructure. This includes developing and rolling out a global commercial capability program and, most recently, creating insights protocols for supporting category expansion through rapid and agile product and innovation development. My agency-side roles and my own innovation consultancy, Bash and Build, round out my work experience and have kept my approach fresh, agile and consultative. I partnered with 30+ clients across pharma, automotive, entertainment, financial, insurance, tech and naturally FMCG food and drink sectors, helping them raise the floor on insight, innovation and capability building throughout their organisations.I\'m a firm believer in mentoring and helping others find their purpose, so I share my experiences and stories on podcasts, in thought leadership pieces and have been advising boards over many years. I serve as a fellow for the Royal Society of Arts. I am fully bilingual (English/Spanish), with a good understanding of French. When I\'m not in Cambridge or the office, always happy to meet for a coffee at the RSA House in London.
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