Alvaro Rojas

Chief Marketing & Chief Innovation Officer
Peru

Professional Overview

Alvaro Rojas is a seasoned marketing and innovation executive with over 15 years of experience driving growth and transformation within the consumer packaged goods (CPG) industry. As the Chief Marketing & Chief Innovation Officer at Alicorp, he spearheads the company's integrated marketing strategies and leads its innovation initiatives to create value for both the business and its customers.

Experience Summary

Current Role

Chief Marketing & Chief Innovation Officer, Alicorp (2023 - Present)

• Oversees the development and execution of Alicorp's comprehensive marketing and innovation roadmap, aligning with the company's strategic objectives

• Drives the creation and implementation of innovative product and service offerings to meet evolving consumer needs and strengthen Alicorp's market position

• Serves as a member of the Board of Directors for CARE Perú, leveraging his expertise to contribute to the organization's social impact initiatives

• Assumes the role of President at the Asociación Nacional de Anunciantes Perú (National Association of Advertisers of Peru), guiding the industry's growth and best practices

Career Progression

Alicorp, Peru (2007 - 2023)

• Progressed through various leadership roles, including Managing Director of Financial Planning, Costs, Efficiencies and Investor Relations; Regional Managing Director of Marketing & Innovation; Managing Director of Innovation; and Business & Marketing Director for the Foods Platform and Edible Oils Division

• Spearheaded the implementation of innovative marketing strategies and product development initiatives that drove significant market share gains and revenue growth for the company's key business units

• Served as Vice President and President of the Marketing Committee at AmCham Perú, contributing to the advancement of marketing practices and industry standards

Hipermercados Tottus, Peru (2006 - 2007)

• Gained valuable experience in the retail industry as a Marketing Analyst, developing data-driven insights to inform strategic decision-making

Academic Background

• Master of Business Administration (MBA), ESAN Graduate School of Business, Peru

• Bachelor of Science in Industrial Engineering, Universidad de Lima, Peru

Areas of Expertise

• Strategic marketing and brand management

• Product innovation and commercialization

• Consumer insights and market intelligence

• Financial planning and operational efficiency

• Collaborative leadership and stakeholder management

Professional Impact

• Played a pivotal role in the successful launch of several market-leading products and brand extensions that strengthened Alicorp's position in the Peruvian CPG market

• Spearheaded the implementation of data-driven marketing strategies that resulted in double-digit revenue growth and improved customer engagement for Alicorp's key business units

• Served as a thought leader in the Peruvian marketing community, contributing to the advancement of industry best practices and the recognition of Alicorp as an innovative, customer-centric organization

Conclusion

Alvaro Rojas is a driven and accomplished marketing and innovation executive with a proven track record of driving growth and transformation within the CPG industry. His strategic vision, customer-centric approach, and collaborative leadership style have been instrumental in shaping Alicorp's success and positioning the company as an industry innovator. Alvaro continues to leverage his extensive expertise to propel Alicorp's marketing and innovation efforts, while also contributing to the broader Peruvian business community through his board-level involvement and industry leadership roles.