Business Unit Director, Consumer Brands @ Abbott Nutrition International
Master of Business Administration (MBA), Marketing & Competitive Strategy @
University of Rochester - William E. Simon School of Business
Classically trained, globally-oriented marketing and business leader with a strong record of delivering brand and profit growth, and of inspiring and developing high-performing cross-functional and agency teams. I am particularly effective at growing businesses by: 1. Developing world-class brand and portfolio strategy, 2. Building robust innovation pipelines (new product innovation and line extensions), and 3. Orchestrating the
Classically trained, globally-oriented marketing and business leader with a strong record of delivering brand and profit growth, and of inspiring and developing high-performing cross-functional and agency teams. I am particularly effective at growing businesses by: 1. Developing world-class brand and portfolio strategy, 2. Building robust innovation pipelines (new product innovation and line extensions), and 3. Orchestrating the resources to deliver execution excellence across digital and traditional marketing channels (retail, foodservice, mass merch, club and pharmacy).
My breadth of marketing includes: general management/operational (P&L) and strategic roles of increasing scope and complexity in the U.S. and internationally, at Fortune 500 companies (Kraft Foods and Abbott). I have led $50M to $1.5B businesses and teams of up to 100 people. My efforts have touched many leading brands, including Kool-Aid®, A1® Steak Sauce, Grey Poupon®, Miracle Whip®, Similac®, Ensure®, Pedialyte®, among many others. These experiences have given me the skills, maturity and capacity to build and drive brands, to create delightful consumer experiences, and to consistently deliver results.
I bring a strong dedication, a passion to win and an entrepreneur’s “make it happen” mindset to everything I do. Fully bi-lingual and bi-cultural (English, Spanish), I am also fluent in Portuguese and Italian. I earned a BS in Mechanical Engineering and an MBA.
Specialties: Marketing Strategy, Global Brand Strategy, Profit Growth, Strategic Planning and Annual Marketing Plans, P&L, Pricing Strategy, Multi-Brand Portfolio Management, Cost Optimization, New Product Development, Product Launches, Consumer & HCP Integrated Marketing Campaigns, Digital and Social Media, Advertising, Global Market Research, Consumer Insights, B2C and B2B, Cross Functional Team Leadership, Sales-Force Training and Effectiveness, KOL Development, Agency Relationships, Managing and Mentoring Talent.
Sr. Director Marketing, Consumer Brands @ Supporting company's efforts to relocate Consumer Brands division to Chicago. Building brand-new marketing team, managing P&L, gathering consumer insights and charting-out path to reinvigorate key brands.
Key market focus: US. From 2015 to Present (less than a year) Greater Chicago AreaSr. Director, Global Marketing @ Developed global brand strategies and built marketing capabilities to support company’s transition from manufacturing to consumer-centric mindset. Launched new digital marketing campaign with strong social media presence, use of influencers and brand ambassadors, and digital partnerships, significantly increasing consumer engagement during first 6 weeks.
Key market focus: US, Latin America, EMEA and China. From 2014 to 2015 (1 year) Greater Chicago AreaBusiness Unit Director, Consumer Brands @ Expat assignment with full P&L accountability for largest business unit in key priority market (~$80M). Led team of over 100 professionals in demand-generation and marketing, directed promotional strategy and new product development across entire portfolio, including Similac, PediaSure, Pedialyte, Ensure and Glucerna.
Key market focus: Brazil. From 2011 to 2014 (3 years) Global Marketing Director, Pediatric Nutrition Franchise @ Responsible for global strategic direction of Abbott Nutrition’s Pediatric portfolio ($1.5B) ex-US. Directed broad range of value creating activities, ranging from identifying early stage insights and strategies; to leading product, packaging, messaging, and commercial innovation; all the way to overseeing global product launches, developing communication ideas across all touch points, and enhancing local commercial execution. Managed team of 8 senior marketers.
Key market focus: China, South East Asia, Middle East and Latin America. From 2009 to 2011 (2 years) Marketing Director, Similac @ Led international efforts behind division’s flagship brand, Similac ($830M), across Initiation and Up-Age formulas. Headed first globally coordinated launch, including development of global branding guidelines, comprehensive 360° consumer campaign, health care professional materials, continued medical education (CME) programs and ethical sales force training programs.
Key market focus: China, South East Asia, Middle East and Latin America. From 2007 to 2009 (2 years) Several Brand Management Roles @ Managed P&L and day-to-day business operations, including consumer promotions, advertising, packaging, new product development, and volume forecasting. Rotated across divisions in broad spectrum of brands and distribution channels, such as Foodservice, Grocery, Club, Mass Merch, Drug, C-Stores and Discount.
Specific assignments included:
• Brand Manager, Sour Cream and Dips
• Brand Manager Growth Channels, Cheese & Dairy
• Sr. Associate Brand Manager Kraft Salad Dressings
• Sr. Associate Brand Manager A.1. Marinades
• Business Manager BBQ and Dipping Sauces
• Sr. Associate Business Manager A.1. Steak Sauce and Grey Poupon Mustard
• Sr. Associate Business Manager Kraft Mayonnaise and Miracle Whip
• Associate Brand Manager Vending and Office Coffee Service
• Associate Business Manager Powdered Soft Drinks
Key market focus: US. From 1998 to 2007 (9 years)
Executive Marketing Training Program @ Northwestern University - Kellogg School of ManagementMaster of Business Administration (MBA), Marketing & Competitive Strategy @ University of Rochester - William E. Simon School of BusinessEngineering, Mechanical Engineering @ Universidad Simón Bolívar Flavia Panza is skilled in: Fluent in English and Spanish, Solid knowledge of Portuguese, Spanish, Brand Management, Product Launch, Marketing Strategy, English, P&L Management, Segmentation, Market Analysis, Shopper Marketing, Customer Insight, Portuguese, Product Marketing, Business Strategy
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