Hugo Izaguirre
Iqos Marketing Product Portfolio & Consumer Value Manager @Philip Morris International
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WORK HISTORY
Iqos Marketing Product Portfolio & Consumer Value Manager @Philip Morris International
CA
Provides strategic leadership for a team of 6 multi-disciplinary professionals in defining and executing marketing, consumer programs & portfolio propositions that drive lifetime consumer value for IQOS (PMI’s Reduced Risk Global Flagship Platform). • Directs IQOS product portfolio management activities, including strategic decision-making on marketing long-range plans, integrated business planning, price positioning, demand planning, and territory coverage/expansion approach.• Drives devices, accessories, and consumables volume & revenue growth by leading New USERS acquisition initiatives, including designing competitive strategies, launching innovative products and upgrades, and designing/executing promotional campaigns. • Oversees and serves as the gatekeeper of IQOS brand and Reduced Risk Product category awareness campaigns, with an in-depth understanding of all offline and online campaign communication content.
EDUCATION
Tecnológico de Monterrey
Bachelor of Business Administration (B.B.A.), Administración y gestión de empresas, general
ESIC Business & Marketing School
Master's degree (Remote), Digital Marketing
ABOUT HUGO IZAGUIRRE
SENIOR MARKETING & COMMERCIAL MANAGER. A FOCUSED APPROACH. PROBLEM-SOLVING AND TOP PRIORITIES SETTING. DRIVER OF CONSUMER VALUE. Digital Marketing Masters. Agile Certification. C1 British Council English level. Eligible to work in Canada. Open to Relocation. I bring expertise in international brand management and product portfolio strategy at a national scale for global tobacco brands (Marlboro, Chesterfield, and L&M) and new-generation Reduced Risk Products (IQOS). I have risen to lead B2B and B2C marketing, product launches, and consumer programs. Through business planning and commercial strategy design, I have successfully achieved growth in sales volume, market share, and user acquisition growth. As a brand and category gatekeeper, I play a crucial role in assisting executive leadership in identifying risks and directing them toward developing and maintaining strategies to increase lifetime consumer value and maintain their position as an industry leader. My career builders: • Commercial Strategy: Extensive experience in yearly creating the company’s Marketing plans and Product Portfolio roadmap. As well as identifying and defining the company’s top commercial strategic priorities. • Route-to-Market: Proven expertise in Commercial Planning, Brand Equity, Category awareness & Promotional Marketing campaigns, Trade Marketing, and Consumer Programs initiatives for sales volume and acquisition growth. • Strategic Leadership: Experience leading Top-Strategy Business Projects (i.e, Counteracting cigarettes Illicit Trade growth, IQOS Continuity Plan in complex regulatory context). By Overseeing a cross-functional team of Sr. managers and reporting to executive leadership. • FFWD Builder -PMI and Spark works\' Agile Builder program certification holder: Currently appointed as FFWD Builder for PMI\'s Mexico affiliate. This role includes building the market\'s Agile capabilities and setting the adequate Ecosystem and Governance Board. Management scope: Local and international brands management | Product Portfolio Strategy New Products Market Launches | Route-to-Market strategy | Brand Building | Business Planning | Agile Framework Builder/Coach | Cross-Functional Project Management.
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