Marketing, Branding, Consumer Insights and Analytics Leader
Atlanta Metropolitan Area
February 1999 to August 2001
Principal, Client Insights
Director Consumer Knowledge
November 2019 to July 2020
Marketing Director - Brand Building Leader
October 2015 to November 2019
Greater Atlanta Area
Director - Consumer, Shopper & Market Insights
February 2012 to October 2015
Sr. Manager - Advanced Marketing Analytics
October 2010 to February 2012
November 2009 to October 2010
February 2006 to November 2009
June 2003 to February 2006
Assistant Brand Manager
November 1995 to February 1999
• Led heavy-duty detergent re-launch with media and promotion strategies that increased sales by 20%. • Developed and implemented marketing projects to build laundry bar category, resulting in 5% growth in 2000 - despite overall market decline of 3%. • Led heavy-duty detergent re-launch with media and promotion strategies that increased sales by 20%. • Developed and implemented marketing projects to build laundry bar category, resulting in 5% growth in 2000 - despite overall market decline of 3%.
What company does Santiago Arboleda work for?
Santiago Arboleda works for Colgate-Palmolive
What is Santiago Arboleda's role at Colgate-Palmolive?
Santiago Arboleda is Brand Manager
What industry does Santiago Arboleda work in?
Santiago Arboleda works in the Marketing and Advertising industry.
Brand Manager @ Colgate-Palmolive • Led heavy-duty detergent re-launch with media and promotion strategies that increased sales by 20%. • Developed and implemented marketing projects to build laundry bar category, resulting in 5% growth in 2000 - despite overall market decline of 3%. From February 1999 to August 2001 (2 years 7 months) Principal, Client Insights @ IRI Director Consumer Knowledge @ Georgia-Pacific LLC • Increased effectiveness of TV and online video creative for the Dixie, Brawny and Quilted Northern brands through the implementation of innovative creative development and assessment techniques.• Uncovered key consumer insights that increased effectiveness of marketing activations and product innovations, expected to grow the paper towel brands market share. • Increased Brawny paper towels purchase intent and brand loyalty by steering new creative campaign.• Guided paper towels’ category marketing response to COVID 19 that is expected to generate sales growth by leveraging consumer insights tracker, analytics and qualitative research. From November 2019 to July 2020 (9 months) Atlanta, GeorgiaMarketing Director - Brand Building Leader @ Georgia-Pacific LLC • Led teams responsible for developing and activating Integrated Marketing Strategies for the Bath Tissue and Paper Towel brands to achieve business brand premium and brand equity objectives.• Led creation and implementation of omni-channel marketing plan to support relaunch of Angel Soft brand to increase business profitability.• Drove penetration of Quilted Northern with key target segment by developing and activating Brand Purpose.• Increased sales of Angel Soft line extensions by leading creative content and media plans development.• Boosted Brawny paper towels sales by leading and executing ‘Strength Has No Gender’ purpose-driven campaign that won an Effie award.• Increased Sparkle’s purchase intent through new creative campaign and packaging design.• Drove agile experimentation with marketing activation initiatives to increase efficiency by leveraging social media, digital marketing, internal creative capabilities and direct to consumer approaches. From October 2015 to November 2019 (4 years 2 months) Greater Atlanta AreaDirector - Consumer, Shopper & Market Insights @ Georgia-Pacific LLC • Led team of Insights and Analytics Managers responsible for identifying innovation opportunities, and for informing marketing initiatives and creative development to drive growth of the bath tissue and paper towel categories.• Implemented ground-breaking Consumer Segmentations for the tissue and paper towel categories driving innovation initiatives such as Quilted Northern Ultra-Plush relaunch, Angel Soft with Lavender, Brawny Tear-a-Square and Sparkle Hint of Color.• Optimized Bath Tissue’s portfolio configuration increasing revenue growth potential through implementation of shopper research initiative focused on understanding consumers’ behavior at the shelf. From February 2012 to October 2015 (3 years 9 months) Sr. Manager - Advanced Marketing Analytics @ Georgia-Pacific LLC • Identified opportunity to improved return on the paper towel and bath tissue marketing investments through a deeper understanding of the utilization and relevance of consumer touchpoints.• Increased return of Dixie and Vanity Fair media investment plans through optimizations based on Marketing Mix models and ‘Test and Learn’ results.• Boosted Tabletop category sales through consumer penetration growth and incremental shelf space by leveraging Occasion Based Segmentation. From October 2010 to February 2012 (1 year 5 months) Director @ Zyman Group • Increased effectiveness of sales strategy for major media company with $7 billion in annual revenues by integrating business development activities across platforms. From November 2009 to October 2010 (1 year) Managing Consultant @ Zyman Group • Created new brand strategy and positioning for leading drug with $2 billion in annual revenues for pharmaceutical company to reverse market share decline based on analysis of existing consumer research and market dynamics.• Identified $76 million in revenues in growth opportunities for leading spirits company in Turkey and recommended marketing and channel strategies to achieve goal. • Uncovered $120 million potential incremental margin for major quick service restaurant company via marketing mix optimization.• Recommended brand positioning and marketing strategies for a $1 billion beverage company in Latin American countries that increased annual revenues by 52% in two years. From February 2006 to November 2009 (3 years 10 months) Consultant @ Zyman Group • Directed channel service strategy for leading oil and car fluids’ company in Mexico, including customer segmentation, tailored service strategies and sales force training that represented a 30% growth opportunity.• Developed marketing to Hispanics strategy for US brewery, resulting in 32% estimated sales increase to segment.• Provided analysis and recommendations on brand positioning and new product introduction strategy engagements for leading wireless company in the US, increasing the number of subscribers by 100% in two years. From June 2003 to February 2006 (2 years 9 months) Assistant Brand Manager @ Colgate-Palmolive • Conceptualized promotional marketing strategy for bleach category targeting consumers and retailers achieving record high market share of 30%.• Coordinated product re-launch and global standardization initiative for leading liquid cleaner brand. From November 1995 to February 1999 (3 years 4 months)
Extraversion (E), Sensing (S), Feeling (F), Judging (J)
2 year(s), 7 month(s)
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