Miguel RIVERA
Melbourne,VIC
Summary
Innovative and strategic marketing professional with +14 years of experience in FMCG (Mars Pet Nutrition) across different markets; Mexico and Australia. I consider myself an 'intrapreneur', adapting entrepreneurial skills to motivate change and create value in a established business. Brave and authentic leader, motivated by transforming and growing sustainable business, while developing talent.
Overview
14
14
years of professional experience
Work History
Portfolio Marketing Director
Mars Pet Nutrition
02.2024 - Current
- Responsible for delivering the +3 years growth strategy for the Premium Health Portfolio; Optimum and Advance (25% of Main Meal Business NSV, +3pp MAC BU Accretive).
- Responsible for challenging the status quo and define the enterprise model to win in specialty channel, fastest growing channel (+13% MAT) and largest channel in 26' (40%).
- End-to-end accountability (local brands) on Brand Positioning, Portfolio Management, Product Innovation, Integrated Communication Plan, Digital Brand Experience and Omnichannel Activation; 6% A&CP Budget.
- Leading a team of 9 associates; 4 in Brand/Portfolio, 4 in Field servicing HVCs (Breeders & Vets) and 1 Vet Expert.
Innovation Marketing Director
Mars Pet Nutrition
11.2020 - 01.2023
- Led the Capital Allocation Budget (CAB) request for a $15M AUD investment to set up a Chilled manufacturing line (new technology) while leveraging existing Wet Can assets; incremental $30M AUD NSV in Y3.
- Built and led the 'Create the New' team, a local Innovation HUB aimed to accelerate brands' innovation pipeline into tailwind categories (Chilled, Care & Treats and Supplements), beyond internal manufacturing capabilities (Co-man/BIFG).
- Defined a 3 year Innovation Pipeline worth $50M AUD across different technologies and formats, validated through a DFV (Desirability, Feasibility & Viability) framework.
- Engaged the Management Team on the vision, secured the resources, role modeled the 'agile' behaviour, and set up the CSFs to measure success.
- Partnered up with Consumer Insights, Category and Sales to engage with key customers on the innovation pipeline and drive ranging feasibility.
Portfolio Marketing Manager
Mars Pet Nutrition
01.2019 - 10.2020
- Managed portfolio sufficiency growth (NSV/MAC) for Cat Main Meal portfolio worth $170M AUD in 2019 (Whiskas and Dine) and Dog Main Meal worth $245M AUD in 2020 (Pedigree, My Dog and Optimum).
- Developed brands' content and media strategy across pet parents' journey and marketing funnel. Localized successful global campaigns for the Australian market and produced original TTL campaigns for local brands.
- Launched first mobile in-app gaming campaign in Mars Pet Nutrition Australia to generate 1st party data (pet parents mobile IDs) and improve on-line video planning and buying efficiency.
- Upskilled the marketing team on digital marketing capabilities, engaged with leadership team on digital transformation, and led a pitch to select a digital agency partner under retainer.
Digital Marketing Manager
Mars Pet Nutrition
07.2017 - 12.2018
- Designed the digital strategy and executed the media plan for all Pet Nutrition brands working together with marketing managers, media and creative agencies and key digital partners such as Google, Facebook and Amazon.
- Improved on-line video VTR by +25p by creating mobile first content, targeting right consumers and optimizing media buying.
- Developed the most efficient global lead generation model for Mars Pet Nutrition through a mobile gaming solution; 1M leads Y1, $0.10 USD per lead. This solution was sponsored and funded by the Global Digital/Media team and launched into other markets.
- Innovated on creating digital sampling solutions through social media and mobile gaming; up to 43% redemption rate.
Market Acceleration Manager
Mars Pet Nutrition
06.2016 - 12.2017
- Responsible for growing the category and Mars Pet Nutrition brands through accelerating calorie conversion (processed food feeding vs home prepared food) in Mexico.
- Identified emerging market insights and developed a global Reaction campaign to generate awareness about pets' nutritional requirements and to educate on manufactured processed food (MPF) benefits.
- Designed and executed a long-term educative sampling platform and CRM plan to accelerate brands' HH penetration and encourage its frequency; in-store, digital, e-commerce (1M HH).
- Co-designed with Finance and CMI team ROI measurement methodology to assess sampling effectiveness in driving conversion.
- Codified Point of Entry (puppy) activation winning model (Recruit-Transition-Maintain) to be deployed in emerging markets (LATAM & Asia); portfolio, value added promotion (starter kit), in-store execution and CRM.
Brand Marketing Manager
Mars Pet Nutrition
01.2010 - 05.2016
- Accelerated Pedigree Pouch growth through fixing value equation and driving physical availability across channels; +54% growth. Reached highest Pedigree Pouch penetration in history.
- Generated brand's awareness and supported 2015 product launch through a strong media plan and successful campaign ('It's Pouch Time).
- Redesigned all Pedigree Dry portfolio architecture and packaging communication to ease stages understanding, improve shelf navigation and reinforce nutritional credentials.
- Developed and launched new Pedigree range for Small Breeds to capitalize on market trends, strengthen brand's market coverage and accelerate skus rate of sales.
- Accelerated Pedigree Small Breeds growth and closed SOM gap (+5pp) vs competitor by launching New Pedigree® Minis; concept trial index 107%. Developed a creative and effective regional communication campaign to support Pedigree® Minis launch.
- Launched the biggest Consumer Promo (Starter Kit - Christmas Seasonal) to generate PEDIGREE Puppy trial and expand life-time value; offtake +28% in Self Service & +36% in Clubs.
Education
Postgraduate Diploma - Strategic Innovation
University of Oxford
Oxford, England08.2022
MBA - Business Administration
University of Texas At Austin
Austin, Texas05.2018
Master of Science - Marketing
Universidad Anahuac Del Norte
Mexico City04.2013
Bachelor of Science - International Business
Northeastern University
Boston, MA05.2008
Bachelor of Science - International Business
Universidad De Las Americas Puebla
Puebla, Mexico05.2008
Skills
- Strategic Planning
- Building Engaged Teams
- Intrapreneurial Thinking
- Stakeholder Management
- Brand & Portfolio Management
- Innovation
Timeline
Portfolio Marketing Director
Mars Pet Nutrition
02.2024 - Current
Innovation Marketing Director
Mars Pet Nutrition
11.2020 - 01.2023
Portfolio Marketing Manager
Mars Pet Nutrition
01.2019 - 10.2020
Digital Marketing Manager
Mars Pet Nutrition
07.2017 - 12.2018
Market Acceleration Manager
Mars Pet Nutrition
06.2016 - 12.2017
Brand Marketing Manager
Mars Pet Nutrition
01.2010 - 05.2016
Postgraduate Diploma - Strategic Innovation
University of Oxford
MBA - Business Administration
University of Texas At Austin
Master of Science - Marketing
Universidad Anahuac Del Norte
Bachelor of Science - International Business
Northeastern University
Bachelor of Science - International Business
Universidad De Las Americas Puebla
Similar Profiles
Marcus SouzaMarcus Souza
Sales Sr Director - Walmart at Mars Pet Nutrition Noth AmericaSales Sr Director - Walmart at Mars Pet Nutrition Noth America
Jaap Van ErpJaap Van Erp
Global Sustainability Lead at Mars Food & NutritionGlobal Sustainability Lead at Mars Food & Nutrition
Jennifer MillerJennifer Miller
Senior Practice Manager at Banfield Pet Hospital- Mars Veterinary HealthSenior Practice Manager at Banfield Pet Hospital- Mars Veterinary Health