1. RODRIGO PADILLA 514-923-8225
Montreal, Quebec http://ca.linkedin.com/in/rodrigopadilla
rxpadilla@gmail.com
DIRECTOR OF MARKETING
• Twelve years of marketing management experience in the consumer packaged goods industry
consistently increasing revenue, market share and profitability combined with 2 years experience
in marketing research consultancy
• Defined, launched and marketed over 25 successful, profitable products for L’Oréal Canada
• Expertise in e-commerce management in consumer goods
• Fluent in English, French, Spanish
A results-oriented marketing professional with strong strategic, analytical, and management skills that can
direct an organization in the visioning of a marketing strategy and the execution of an aggressive
marketing plan.
CORE STRENGTHS
• International brand management • Market research and analysis
• Strategic marketing planning • Category & planogram management
• Digital marketing (E-commerce, Social • Budget creation & control
Media, PR Blogs, etc) • Public Relations and VIP events
• Product launch & promotions • Merchandising & staging
• Profitable pricing strategy • Buzz marketing and word-of-mouth
• P&L management • Direct marketing
• Advertising management • Retail marketing
• Branding and image building • Management & development of
• Account Management & Sales employees
EXPERIENCE
2012- Senior Marketing Consultant [contract]
Canada Post Corporation, Montreal
• Marketing consultant for Canada Post’s roster of clients in Eastern Canada
(i.e. Costco, NDP, Jean-Coutu among others)
• Consulting on digital marketing solutions: E-Commerce, social media, SEO
• Consulting on traditional marketing: Brand awareness, direct marketing,
advertising management, marketing research, etc…
• Responsible for marketing plan creation & implementation for Quebec and
Atlantic markets
• Responsible for Thought Leadership and Content Marketing for Quebec and
Atlantic markets
2010-2011 National Marketing Director
Natrel Division, Agropur Canada
• Design and implement the annual marketing plan
• Strategy and development of the new digital marketing strategy for the brand
(Web + Social Media)
• In conjunction with agencies, develop a media and communication strategy
for the brand (TV, OOH, radio, digital, print)
• Responsible for product development (from formula to packaging to
advertising) and promotions
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2. • Plan and administer the brand’s marketing budget ($10m)
• Successful brand repositioning (logo, packaging, advertising)
• Successful launch of two new products: Lactose-Free Cream & Dark
Chocolate Milk
• Complete overhaul of the brand’s web-site + introduction of new Social Media
strategy
2008-2010 Marketing Director & E-Commerce Director (Canada and USA)
Biotherm, L’Oréal Canada, Montreal
• In-charge of developing strategic marketing plan and driving all product
categories, launches and promotions
• Responsible for $65 million retail business in Canada (#2 luxury skincare
brand in Canada)
• Responsible for digital marketing strategy & sales (E-Commerce, Social
Media, E-Newsletters, PR Blogs)
• Managed P&L: delivered double digit profit
• Increased market share in Canada while other countries lost market share on
the brand
• Pioneer in digital marketing activation (ipod skin care consultation app for
sales associates, facebook page: 10k likes in year 1, Twitter).
o http://www.facebook.com/BiothermCanada
o Increased US E-Commerce sales by +15% despite recession
• Turned around anti-aging category from a -16% to a +3% in retail sales with
integrated launch of Skin Vivo
• Oversaw scientific and regulatory affairs management of products
• Recruited Chris Noth as a spokesperson for Biotherm Homme advertising /
PR campaign (campaign generated enormous PR buzz and double-digit
sales growth for FORCE SUPREME)
• Launched #1 anti-cellulite product range in Canada (Celluli Laser Day &
Night)
2007-2008 National Accounts Manager
Luxury Fragrance Division, L’Oréal Canada, Montreal
Giorgio Armani, Ralph Lauren, Diesel
• Managed sales relationships with key clients: Shoppers Drug Mart, The Bay,
Sears, Sephora and Pharmacies Jean-Coutu
• Negotiated net & retail sales objectives for entire Luxury Fragrance Division
• Created and presented tailor-made launch, promotion and pillar business
plans to each client
• Negotiated planogram and merchandising strategy
• Negotiated in-store visibility for major launches & promotions
• Managed co-op advertising and sales incentive budget
• Communication of client business plans & marketing plans to sales force
2003-2007 Group Product Manager
Lancôme, L’Oréal Canada, Montreal
• Responsible for Fragrances, Promotions and Lancôme Men categories
• Launched Hypnose fragrance for women
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3. o Ranked as the #1 new fragrance for women in 2006
o Launch won 2006 Best Launch of the Year Award
o Launch increased sales by +17%
• Successfully launched new line of skincare for men: Lancôme Men
• Brought classic Tresor fragrance from a Top 10 to Top 5 ranking
• Managed Promotional GWP & PWP business which represented 46% of
retail sales
o Responsible for $7 million budget
o Improved image and introduced new direct marketing approach to
communicate promotional offer
2001-2003 Product Manager
Biotherm, L’Oréal Canada, Montreal
• Responsible for Face & Sun Care categories which represented 75% of retail
sales business
• Launched the #1 Anti-Aging product for women: Age Fitness
• Successfully launched anti-acne line in drug stores: Acnopur
2000-2001 Assistant Product Manager
Biotherm, L’Oréal Canada, Montreal
• Responsible for Biotherm Homme & Body Care categories
• Brought double-digit retail & net growth on Biotherm Homme
• Launched #1 Men’s skincare line on the market: AquaPower
st
• 1 Marketer in Canada to advertise men’s skincare in Canada (Stop-Age in
Time Magazine + AquaPower in Maxim Canadian Edition)
1998-2000 Research Analyst/Consultant
Ad-Hoc Research, Montreal
• Major clients: Molson, Bombardier, Bell Canada
• Performed quantitative and qualitative research + conducted over 50 focus
groups
• Research conducted: taste-tests, packaging, advertising, concept, consumer
satisfaction, U&A, image, market share, consumer segmentation
EDUCATION
1996-1998 Master of Science in Marketing
Concordia University John Molson School of Business
Thesis Subject: Sub-Cultural Differences between English and French Canadians
1993-1995 Bachelor of Commerce (Marketing & International Business)
McGill University
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