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Jorge Luis Diaz jdiaz@cincconsult.com

Marketing expert with over 23 years of leadership experience at Procter and Gamble in Latin America.  Jorge has extensive Latin American experience where he worked at the Regional Leadership Team level, for a Region which consists of 15 countries and over 15,000 employees, with sales of over US$7Bn. He brings extensive expertise in four key areas:

• Expansion of BIC Capabilities by defining key reapplication principles, developing an adoption scorecard and leading the implementation on both a Regional and Global levels, such as: (a) Brand Penetration and Trial Machine, establishing a record 76% of sales with growing penetration in LA, and leading the global expansion of this capability; (b) Regional First-Moment-of-Truth, which centralized the point of sale material for all channels across the Latin America Regions; and (c) Retail Execution, which enabled excellent in-shelf presence, accelerated new product placement in 48 hrs. and reduced out-of-stocks by half.  He won the P&G Global Brand Building Award for Brand Penetration in 2009. 
• Proven General Manager experience by defining winning strategies and implementing them across multiple channels including Modern Retail and High Frequency Proximity Stores, as well as entering new Distributor markets.
• Extensive Marketing expertise, especially in terms of evaluation of brand strategies and annual marketing plans, and their successful execution in the market, optimization of budgets to achieve “more-with-less”, establishing close partnership with the agencies to develop needed capabilities.
• Experience in integrating Companies post acquisitions or mergers, where he led the integration with Wella for Latin America, and was a key member of the Gillette integration team for the Region.

Consulting Expertise

• Expertise in Latin America and Ethnic Marketing. Located in Peru to better serve client needs in Latin America. 
• Best in Class (BIC) Capabilities by defining key reapplication principles, developing an adoption scorecard and leading the implementation on both a Regional and Global levels in Brand Penetration and Trial Machine, Regional First-Moment-of-Truth and Retail Execution.
• Defining winning strategies and implementing them across multiple channels including Modern Retail and High Frequency Proximity Stores, as well as entering new Distributor markets,
• Evaluation of brand strategies and annual marketing plans, and their successful execution in the market optimization of budgets to achieve “more-with-less”, establishing close partnership with the agencies to develop needed capabilities.
• Integrating Companies post acquisitions or mergers.

Experience

Associations/Affiliations
National Association of Industries in Colombia (Asociación Nacional De Empresarios De Colombia, www.andi.com.co)
Colombian American Chamber Of Commerce (www.amchamcolombia.com.co)
Council Of American Enterprises (www.ceacolombia.com)
Junior Achievement (www.ja.org)
United Way (www.liveunited.org)
Marketing Executives Networking Group (www.mengonline.com)
Yadich Srl (www.restaurantenazca.com)

Education
B.S. in Electrical Engineering, University of Kansas, Lawrence, Kansas

Other education while at P&G
 “Corporate Athlete”, Orlando, Fl
 “General Managers College,” Cincinnati, Oh
 “Marketing Director College,” Cincinnati, Oh
 “Associate Marketing Director College,” Cincinnati, Oh – USA