Jose Mendez Echeverria

Shopper & Customer Marketing Director

Professional Overview
Jose Mendez Echeverria is an accomplished marketing and commercial strategy professional with over 8 years of experience in the consumer goods and tobacco industries. As the Shopper & Customer Marketing Director at Mars, he is responsible for driving shopper insights, category management, and omnichannel marketing strategies to deliver exceptional customer experiences and achieve business growth objectives.

Experience Summary

Current Role
As the Shopper & Customer Marketing Director at Mars, Jose is responsible for leading the development and implementation of shopper-centric marketing campaigns, category management initiatives, and digital customer engagement strategies. He leverages his deep understanding of consumer behavior and market trends to drive category growth and optimize the shopper journey across both physical and digital channels.

Career Progression
Prior to his current role, Jose served as the Head of Perfect Store & Commercial Strategy at Mars, where he spearheaded the development and execution of the company's commercial excellence program. He also held various managerial positions at British American Tobacco (BAT), including New Categories & Activation Manager for the Americas and Sub-Saharan Africa Region, and Vype/Vuse Brand Manager for Mexico and Central America. Earlier in his career, Jose founded his own startup, TUBUS, and worked as an Assistant Professor of Marketing at the Universidad del Istmo.

Academic Background
Jose holds a Bachelor's degree in Marketing from the Universidad del Istmo, where he graduated with distinction. He has also completed executive education programs in Digital Marketing and Customer Experience Management from leading institutions.

Areas of Expertise

• Shopper marketing and category management

• Omnichannel customer engagement strategies

• Commercial excellence and sales force optimization

• Brand management and new product launch initiatives

• Digital transformation and data-driven decision making

Professional Impact
During his tenure at Mars, Jose has been instrumental in driving the company's shopper marketing and customer experience strategy, resulting in a 12% increase in sales and a 15% improvement in customer satisfaction scores. He has also led the successful launch of several new product categories, leveraging his deep understanding of consumer trends and market dynamics.

Conclusion
With his diverse background in marketing, commercial strategy, and entrepreneurship, Jose Mendez Echeverria is a versatile and strategic leader who is well-positioned to continue driving growth and innovation within the consumer goods industry. His proven track record of delivering measurable business impact and his passion for transforming the customer experience make him a valuable asset to the teams he leads.