MY JOURNEY

Born in Argentina and of Spanish nationality, my career has been dedicated to business management and development, strategic and marketing management for iconic brands around the world.

I have developed my career mainly in the sports and laundry industries. My family developed in South America in the 80's what would become the largest franchise chain of commercial laundromats in Latin America, reaching 4000 franchises. This is where I grew up and where I started my professional career for almost 10 years, working in different positions in Argentina and Brazil.

In 2010, driven by the socio-economic situation in Argentina and the desire to broaden my knowledge, I came to Europe to complete a Master's Degree in Marketing and Sales Management. Since then, my career has mainly focused on marketing management for iconic brands in the sporting goods industry.

In recent years I have had the privilege of managing marketing departments for world-renowned brands. This experience has been invaluable as it has allowed me to learn from exceptional people and apply my knowledge to the companies that have placed their trust in me.

My strongest areas of expertise are strategic marketing, sales and business development, particularly for mid to high end brands looking to enter new markets or develop innovative products and markets. I excel at understanding customer needs, finding the essential connection between a brand's products and its consumers, ensuring the brand exceeds expectations and creates value for both the business and its customers.

As a vegan, cyclist, trail runner and nature lover, I am an advocate for environmental responsibility and a firm believer in sustainability.

Spain | 2021 - 2023

WILD ANIMALS

FOUNDER - SENIOR CONSULTANT

360º marketing consultancy and management service that acts as an external marketing manager, designing the strategic plan with the company's management and implementing it in close collaboration with the internal teams, coordinating the daily work, using their own resources, without additional costs or surprises and with real and measurable results.

Responsible for the overall management of the agency, including sales and commercial management, key account management, team and workflow management, project management and accounting/finance.
Worked as a senior consultant in marketing management, strategic marketing and execution of marketing plans and strategic go-to-market plans.

Spain | 2021 - 2023

BERRIA BIKES

MARKETING DIRECTOR

Developed and implemented global strategy plan & new brand identity, repositioning Berria to a high performance brand with a global presence, generating impact and visibility at a European level.
Restructured Berria's global marketing department with the addition of several new key people in areas such as PR & media, content management, graphic design, copywriting and more.
Improved digital ecosystem (Website / B2B).

Spain | 2020 - 2021

PURE ELECTRIC

HEAD OF MARKETING

Ran Pure Electric's marketing strategy in Spain and the marketing initiatives to position the brand at a national level, with 7 physical stores in Spain and an online sales channel with a 7-digit annual turnover.
Responsible for the brand's e-commerce for the Spanish market, from defining the value proposition, product portfolio, customer journeys and strategies for each stage of the funnel; as well as marketing initiatives to drive traffic and generate conversions, including global management of advertising campaigns, SEO, content strategy, Facebook and Instagram ads, Google ads, growth hacking, influencers.

Spain | 2016 - 2020

MONDRAKER BIKES

GLOBAL MARKETING MANAGER

Led the development and implementation of the global branding & marketing strategy across 20 markets and 1000+ IBDs including domestic and international. Successfully repositioned the company as a high-end brand globally, changing brand perception and increasing average ticket value from €2,000 to €5,000 | Increased annual sales from 17mm to 100mm.
Designed and developed go-to-market (GTM) plans and product strategy tailored to Mondraker's market and customers, including product definition and strategy, audience segmentation, market and competitive intelligence, market strategy, channel strategy, pricing, sales programs, internal and external marketing programs.
Led the digital marketing strategy and restructuring of Mondraker's digital ecosystem globally: new B2C, B2B, DAM platforms and member of the development project of the IOT Mondraker MIND telemetry system. On a digital marketing level, I was responsible for defining the acquisition funnel, global advertising campaigns, SEO, content strategy, Facebook and Instagram ads, Google ads, growth hacking, influencers, CMO and analytics.
Implemented and led the development and execution of Mondraker's global campaigns. Leading strategy and execution across all disciplines, including design, content strategy and copywriting, public relations, media events, sports marketing, communications and digital plans, on/off ad campaigns and performance marketing, internal pitches to sales teams, development of tools for sales and post-sales teams, etc., reaching 30 million of our target audience each year.
Developed and implemented Mondraker's first storytelling program in over 500 retailers, focused on improving the customer experience and based on product presentation (POP/POV, displays, bespoke shops and corners), product knowledge, marketing and culture (training and manuals) and product experience.
Restructured the global marketing team with new members for communications, digital marketing, events & Sport marketing.

LATAM | 2014 - 2016

SPECIALIZED BICYCLES C.
MARKETING MANAGER

Implemented global strategy across national markets.
Developed innovative marketing and communications plans implemented through PR & media, events, athletes and ambassadors, retail marketing and digital marketing, repositioning the brand from 13th to top 3 in top of mind, exceeding 2014 and 2015 targets by over 10%, improving sales from $1m to $9m.
Executed retail expansion plan across 40+ IBDs, focusing on branding, storytelling, product display & training programs.

Argentina | 2012 - 2014

ARGENPRESS

SALES MANAGER

The first high-tech OPL laundry in the region, with an operating capacity of 2 tons/day and distribution of commercial and OPL laundry equipment.
The project was born in response to an opportunity to offer a more efficient laundry service than the one that existed until then, monopolized by 4 players with traditional industrial laundries, manual cylindrical equipment, external centrifuges, one-way calenders, a very rudimentary work that produced a poor quality service, slow, with a high percentage of breakdowns.
As a complementary business, I included in the project the distribution of OPL and commercial laundry equipment for the Cuyo region.
As the leader of this project, my involvement began with this analysis and the presentation of the project to a hotel investment group in the region, and the development of the entire project, including distribution agreements, localization, sizing, selection and hiring, staff training and other activities.
Once the project was running, I was responsible for the overall management of the business, including operations and the commercial area, managing a team of 5 sales agents for both equipment sales and laundry service accounts, selling +40 laundry projects and 22 key accounts in the region, distributing equipment from Speed Queen, Unimac, IPSO, Dexter and others.

Argentina & Brazil | 2005 - 2010

LAVERAP-LAUNDROMAT BRAZIL
SALES MANAER

Laverap do Brazil is the largest laundry chain in Latin America, with more than 3,000 franchises throughout the territory, 2,000 of which are in Argentina and Brazil. (Family business).
Managed the national sales of laundry equipment and projects (Speed Queen, Unimac, Ipso).
Among my duties, I led the area of Laundry Franchising for the Brazilian market. I was responsible for the management of the sales team, from active and passive lead generation, conversions and closures, to project development and start-up, which included the management and collaboration of cross-functional teams in the search for sites, architecture in project development, construction and installations, municipal and service supply permits, support to the franchisee in the search and selection of personnel, training of personnel, start-up and management support.
Developed new laundry services, including wet cleaning, drop-off service, etc.
Worked with management to develop business models adapted to the Brazilian market, such as total care equipment rental with 24-hour service

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GUSTAVO JAIMES LOPEZ