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Business Sectors
Awards
  • 2006 Golden Award of Montreux Gold Medal (2)
  • 2006 London International Awards - LIA Winner
  • 2006 The Cresta Awards Winner
  • 2006 CLIO Awards Gold
  • 2006 Cannes Lions International Festival of Creativity Bronze Lion
  • 2006 FIAP - Ibero American Advertising Festival / Festival Iberoamericano de Publicidad Bronze
  • 2005 Cannes Lions International Festival of Creativity Silver Lion
  • 2005 El Sol. El Festival Iberoamericano de la Comunicación Publicitaria Silver Sun (2)
  • 2005 CLIO Awards Bronze (2)
  • 2005 YoungGuns International Advertising Award Silver (2)
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Alan Guendelman

Marketing Director at Procter & Gamble
Santiago, Chile

Summary

Industrial Civil Engineer from Universidad de Chile, bilingual, formed in Chile, with a successful commercial experience developing leading Brands in the mass consumption sector. During more than 14 years contributed to the growth of Procter & Gamble in Chile and Latin America. During his career Alan lead the key strategic categories of the company, such as Detergents, Health Care, Family Care, Baby Care and Feminine Care, as regional Marketing Director, with responsibility for the total Latin-American business. During his time in P&G, Alan had the opportunity to work and live in Chile, Venezuela and Brazil and had strong exposure and business responsibility over Mexico, Argentina and Peru. Besides the strength in strategic marketing, which has resulted in becoming the only P&G Marketing Director with two Cannes lions and multiple awarded campaigns and also member of the select P&G Directors group that the company has invited to the Cannes Festival, he developed deep experience in strategic business management. This enabled him to successfully led his Brands in good times and specially important, leading the business for growth during Argentina and Venezuela´s crisis and regionally during 2008 global economic crisis, where combining the needed strategic adjustment to leverage the crisis as a growth opportunity with the leadership to manage multi-functional teams, focused in competing and winning in tough times, left the crisis behind with stronger market position, driving Brands top and bottom line growth, achieving record high levels, despite the tough times. Alan left his successful P&G career to assume responsibility as Chile General Manager for Chilean innovative home improvement retailer Casaideas, where he led the Chile subsidiary for just 9 months, as found himself in a company where top management had incompatible principles & values. During that time, Casaideas Chile grew 14% in sales, significantly ahead competitive retail market. During the past 3 year, Alan has been General Manager for Delabase Inmobiliarias, Chilean base real state company that focuses on generating, developing, selling and commercializing housing buildings. Currently Alan is leading the development of 4 buildings at different stages of construction, while developing a Master Plan for the next 3 years, considering an average of 3 new developments per year. Importantly, results are very strong, with sales up 27% vs. YA, with better margin and stronger plans ahead. 

Positions

General Manager

Delabase Inmobiliarias
November 2011 - Current (3 years 6 months)

Gerente General Chile

Casa&Ideas
December 2010 - August 2011 (8 months)

Fem Care Marketing Director

Procter & Gamble Latin America
January 2009 - November 2010 (1 year 10 months)

Marketing Director

Procter & Gamble
October 1996 - November 2010 (14 years 1 month)

Comercial Manager

Multiple Zones Chile
January 1996 - September 1996 (8 months)

Education

Civil Engeneer

Universidad de Chile
January 1989 - January 1995 (6 years)

Skills

Skills

Brand Equity, Product Innovation, Consumer Products, FMCG, Brand Architecture, Trade Marketing, Customer Insight, Consumer Goods, Shopper Marketing
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