About Me

I pride myself on the lost-lasting results of my previous work. Looking back to my old companies the business strategy developed is clearly recognizable in the market. I work from customer insights into brand positioning and channel developement. Product concepts, innovation and pricing. Everywhere I have worked, the strategy I created with my teams, still remains successful. It’s beautiful to see your work is so good it can outlive competitionfor years.

I am a senior corporate leader profile trained and raised in consumer goods, starting from strategy setting, customer centric prioritization with high skills in brand building, channel development, and portfolio management, including pricing and profitability management. I also acted as Strategic Consultant for several years.

Contact Details

Alberto de Alvarado Noriega
Barcelona, 08011, ES
+34 600 40 30 14
alberto@dealvarado.com

Download Resume

Work Experience

Business Strategy and Marketing,

Barcelona

Corporate Strategy and Marketing Director - Girbau • 2022 to date

Corporate business strategy, from portfolio and innovation management, to brand positioning, channel, pricing and driving brand differentiation.

Business strategy definition
Segmentation
  • Value proposal Generation
  • Digital Marketing
  • Website
  • Portfolio management
  • Pricing
  • Media/ advertising
The company has consolidated leadership position in key market segments, thanks to delivering key insight-driven value proposals for different customer segments and for different channels. It is now the basis for growth of the company, differentiating from competitors.

Growth hacking and digitalization,

Barcelona

CMO/ CRO - Parlem Telecom • 2020 to 2022

Marketing and Revenue Officer, developing the B2C business unit, providing a solid transformational growth strategy, leveraging on brand value for growth hacking, leading to a launch in the stock markets.

  • Business strategy definition
  • Media Campaign
  • Web optimization
  • Lead generation
  • Digital acquisition
  • Commercial Management

Accelerating processes linked to a fast digital transformation that changed the way we did business. The company accelerated growth raised valuation to enter the stock markets and 3 years on, it still preserves the value generated in my time there.

Corporate strategy business development, Barcelona

Corporate Strategy and Marketing Director - Nexus Energía/ Sojitz Corp • 2016-2020

International energy group, B2C and B2B. Responsible for corporate business strategy for nusiness unit, including:

  • Business and commercial strategy definition and 3-5 year planning
  • Deployment of commercial strategy for B2B
  • E-Commerce and online sales
  • P&L, pricing and margin management
  • Portfolio management and innovation plan
  • Customer Service
  • Branding and comms
  • International responsibility

My challenge was to reposition the company, understanding the customer needs and creating a new proposal through current and new sales channels. Within 1 year, we reshaped the marketing approach which still remains as I visioned.

The company was not present in the B2C market and my task was to launch this division, mainly in digital channels, acquiring new customers. Within 1 year, we reached 10.000 new customers and established the company as a top energy supplier with added value services (based on consumption data with custom suggestions to adapt rpoducts and energy management, which generated loyalty and customer satisfaction).

Once more, the company continues with the established positioning and growth model created at my time, showing long lasting results.

In this experience, I led commercial and customer care teams, in a Business Unit type of role, even if officially I remained Marketing Director.

Consumer goods marketing and channel,

Amsterdam

Country/ Regional Marketing Director (South Europe) - AkzoNobel • 2009-2016

Country Management Team member, South Europe marketing leadership team and part of EMEA development team for consumer goods and industrial coatings. Manager of consumer brands and Country Director for consumer and professional from 2010. Leading a local team up to 20:

  • Business strategy definition
  • Portfolio management and innovation plan and leadership over local R&D team
  • Media/ advertising including all online channels and new mobile platforms
  • Leadership over E-Commerce business
  • Customer Marketing: (200 store network across Spain)
  • P&L responsibility
During this period, we fully reviewed the marketing mix, from Brand identity for several brands (new in 2012) to Brand architecture and guidelines more aligned to market insights and supported by a yearly innovation plan that led to a like-for-like market share growth. Additionally, we turned around the online strategy, becoming market leaders and the first brand in the segment to enter e-commerce.

Brand positioning and international strategy,

Amsterdam

International Marketing Manager - AkzoNobel • 2006-2009

Member of the Global Marketing Leadership Team. Head of global brand team at AkzoNobel HQ
Local business plan alignment and multi-country business strategy definition. Brand architecture development and implementation across different markets

  • Product and packaging portfolio management and alignment, including multi-country innovation. Cross-fertilization of best practices.

Brand re-positoning into new territories, driving brand guidelines changes in over 20 countries

Brand Management, media and Key Accounts

Senior Brand Manager and Key Account Manager - Imperial Chemical Industries/ AkzoNobel • 2003-2006

My training ground in practice. Based in the UK and led by great marketing heads, trained at Unilever, the company developed the best possible marketing practices and I had the chance to be part of this transformation and learn a lot. From market analysis, planning, insight generation, transformed into brand concepts, innovation and finally campaigns.

Key Account Manager for large UK key accounts. Negociation for annual plans, including in store activation and shared media, promotional spaces and merchandising. Included management of channel and point of sale and support materials.

Responsibility for up to €300 million and a budget of several million in publicity and support. Strong achievements in market share growth, new product listing, category management, margin management, packaging innovation and strong activation via communication.

Fashion Industry, product design and commercial,

Barcelona

International Business Manager • 1998-2000


Education

International MBA (full time) - ESADE

Honors - General Management MBA • 2000-2001

Top 10 worldwide MBA with business and financial focus on commercial management.

Master Digital Business & PSDB+ – The Valley Digital Business School

Digitalisation, IOT, growth hacking, start up... preparing for the new era• 2020 - 2021

ScB (Bachellor) in Business Administration

partially with honors • 1994-1998

Masters in Marketing (CIM) – Hammersmith University

Marketing focused Masters• 2002-2003

Skills

  • Strategy and Business Acumen
  • People Management
  • Commercial Focus
  • Digital Business Development
  • Communications
  • International Development

I take companies to the next level

Results and organisational impact visible worldwide

Client Testimonials

  • Alberto is a fantastic commercial marketeer, who can combine vision on where to go, and how to get there, but ensure that the plan is rooted with a sense of pragmatism within the existing commercial constraints of a business. Alberto not only shares a keen thirst for learning, but also for sharing his knowledge, and he possesses an energy, that will enthuse & inspire all those around him. Alberto can equally be a great team member, or team leader, and I am sure he will be hugely successful in whatever direction that his career takes him.

    Michael Pentecost, Chief Marketing Officer

  • He trabajado con Alberto el último año en la Definición de la Estrategia y prioridades de Sistemas de Información para el grupo Nexus. Alberto es un excelente profesional con muy buena visión de mercado y con mucha claridad para determinar las prioridades del negocio y liderar las iniciativas. Hemos podido interactuar de forma muy fluida entre el área de desarrollo de negocio que él lideraba y sistemas en proyectos clave como el CRM y el BI , así como en el desarrollo de nuevos productos. Es también remarcable el liderazgo demostrado en el negocio de consumo online, donde ha liderado la estrategia de captación con ratios muy destacables. Ha sido un placer trabajar con él y espero que nos volvamos a encontrar!

    Sandra Isart, Corporate CIO

  • He trabajado con Alberto desde el primer día que los dos nos incorporamos a Nexus. Alberto es una persona muy estratégica y nos ha ayudado a estructurar la llegada al mercado, especialmente para nuevos canales comerciales. Establecimos todas las políticas de manera conjunta y esto nos ha ayudado a crecer los últimos años. Alberto era también responsable de la captación comercial online y telefónica y el crecimiento en estos negocios ha sido también muy bueno. Encantado de trabajar con él y le deseo muchos éxitos

    Jon Macías Santiago, Corporate Sales Director

  • He trabajado con Alberto durante 4 años, como miembro de su equipo directo. Quiero destacar su visión estratégica combinada con una excelente orientación a resultados y a lcliente. Es un buen manager quién sabe liderar a equipos por ejemplo, siempre dejando clara la meta a conseguir en todo momento.

    Cécile Canivet. Marketing Dirtector

  • Pocas palabras para definir a Alberto, excelente en la ejecución de los planes de marketing, claramente orientado al cliente, implicado y claro en los objetivos de venta, y con la seniority y dimensión internacional que su experiencia le avala.

    Enrique Manuel Castro. General Manager

  • Alberto has a deep and unique view on business that comes from a combination of his profile as an acute observer and a creative spirit. During out time together at Akzo it was always a pleasant learning experience to share with him insights on diverse business matters

    Benito Berretta. Regional Marketing Director

  • Alberto es uno de los mejores profesionales con lo que he trabajado. Tiene visión estratégica 360º y un conocimiento profundo de cada una de los ámbitos del marketing y cómo se relacionan a la hora desplegarlas a través de campañas. Mezcla actitudes y aptitudes para liderar grandes equipos y proyectos de alto rendimiento.

    Toni Mascaró. Entrepreneur, enthusiast and dreamer

  • Alberto is a high-energy Marketing Director. He knows how to effectively manage a large portfolio of projects, is creative with limited budgets and is particularly strong in networking. Always a pleasure to work with him !

    Paul van Boven. International Marketing Director

  • Alberto De Alvarado has a great work ethic and performed his duties reliably. He is a very creative and highly performing marketing director. He has a very good cultural sensivity which enables him to work with people from different cultures.He would be a valuable addition to any company he chooses to join and his professionalism made it a pleasure to work with him.

    Thierry Techer. CEO and Start-Up Creator

  • I worked alongside Alberto in the ICI Sales function during his time as Key Account Manager. Subsequently, we've worked together in Marketing teams in both the UK and Spain. Alberto's customer facing experience has helped him to develop excellent commercial acumen, complementing his strong strategic capability and consumer understanding. This has formed a great basis for Alberto's rapid progression to Marketing Director, where he's demonstrated the ability to successfully build and lead a team, in a complex market and extremely challenging economic environment. What's more, he's a great guy and a pleasure to work with!

    Alex Dharmawan. International Marketing Manager