José Miguel Rosas Hucke + (56 9) 5758-9561 // jmrosas@gmail.com // cl.linkedin.com/in/jmrosas

SUMMARY Marketing executive with extensive regional and local management experience in the consumer goods industry. Broad experience in

multifunctional team management, P&L, brand building and customer relationship management. Extensive international experience and

management of multi-cultural teams, with full fluency in English and Spanish. Performance oriented, specialist in complex business

negotiation and crisis management. An inspiring leader, with strategic mentality who thrives in dynamic environments.

EXPERIENCE

Procter & Gamble Chile – Senior Brand Manager 2013 – 2015 / Chile

Led the Beauty business for P&G Chile (US$ 100MM net sales, 33% of P&G) including 3 categories: Hair Care (Pantene, H&S,

Herbal Essences); Hair Color (Wella) and APDOs (Old Spice, Gillette). Direct reporting to Regional Category Directors for LA in

Panama HQ. Managed multifunctional teams of 15+ employees, with 3 direct functional reports. Full P&L, sales, profit and share

responsibility over local business.

Turned around a 4-year share decline scenario for Hair Care, stabilizing share levels despite high levels of competitive activity.

Delivered aligned targets despite unprecedented devaluation with investment tough choices, delivering synergies for over US$

6MM.

Re-launched Pantene and Herbal Essences brands, with immediate sales results, indexing 108 and 207 respectively vs.

previous year.

Led the Color and APDOs businesses back to positive financial situation after 2 years of profit decline (+US$ 1MM profits)

without affecting share trend.

Procter & Gamble LatAm – Brand Manager 2011 – 2013 / Panama

Led the Hair Color business for P&G LatAm (US$ 300MM) including Wella and Clairol brands, with special focus on Mexico and

Brazil business design. Managed the business delivery for the 10 distributor-operated markets in LatAm, including Venezuela,

Colombia and Peru. Direct reporting to Regional Category Director for LA. Managed multifunctional teams of 20+ employees,

with 4 direct functional reports.

Led the biggest Color product re-platform in the region since Wella acquisition including product, regulatory, supply, R&D and

sales strategies.

Co-Led with local team the new business model in Mexico via a high-low pricing strategy plus executed the biggest celebrity

endorsement campaigns in LatAm (Xuxa Brazil, Paulina Rubio Mexico) with a strong fundamentals plan, regaining share

leadership in both countries.

Turned around distributor color markets in LA (profit growth Ix 127), developing scaled programs in over 10 countries despite

diverse go-to-market models. Managed the extremely complex Venezuela business in the middle of a supply/dollar availability

scenario via a dual-supply business model with a local distributor plus local production, delivering profit targets despite 47%

devaluation. Brought Colombia and Peru markets to positive profit results (+US$500M) after years of erosion via revamped

business partnerships and re-negotiation with local distributors.

Procter & Gamble LatAm – Senior Product Manager 2009 – 2011 / Chile

Managed the Basic segment (60% of LatAm volume) for Pampers – biggest P&G brand globally – with responsibility for over a

US$ 500MM business. Focus in Brazil and Argentina plus responsibility for in-market Argentina business. Direct report to Baby

Care LatAm Brand Manager. Managed multifunctional teams of 10+ employees, with 1 direct functional report.

Re-designed the complete Baby Basics portfolio for the region, leading the biggest product re-platform for the product line

globally including 4 production sites. Executed a mega-branding strategy and created a new communication focus for LatAm

jointly with the global team.

Led the Pampers Argentina turnaround, developing and executing a multi-strategy US$ 25MM investment plan (product, pricing,

communication and trade strategies) to revert an 18-month share decline situation. Re-gained share leadership with an annual

aggregate growth Ix 138.

Procter & Gamble Chile – Product Manager 2005 – 2009 / Chile

Managed the male grooming category for Chile (Blades & Razors, Pre/Post shave and APDOs), responsible for over US$

40MM in sales. Direct reporting to Gillette Chile Brand Manager. Managed multifunctional teams of 5+ employees.

Achieved historical-record value share (82.5%) for category in Chile, driven by a commercial and product re-launch behind

sports marketing alliance with global celebrities and a 360 marketing plan. 3-year aggregate growth rate of Ix 108.

Co-designed the recommendations for the joint P&G / Gillette merger team, working in The Gillette Company offices 6 months

before the physical integration identifying business and organizational synergies to ensure a successful integration. EDUCATION 2006 Masters in Industrial & Systems Engineering // Pontificia Universidad Católica de Chile 2006 Industrial Engineer, Minor in Mechanical & Metallurgical Engineering // Pontificia Universidad Católica de Chile 1998 International Baccalaureate (IB) Certification // The Grange School, Santiago

LANGUAGES

Languages: Spanish (native), English (fluent)