Juan Francisco González

Senior International Brand Manager

Birkerød, 3460


Portfolio Management

Project Management

Business Development

Marketing Strategy





I am a passionate marketer with HQ experience from a leading International Company and with deep interest for strategy and portfolio management I am a fast and eager learner and I do not shy away from new challenges and I am always seeking improvement.


Copenhagen Business School

Cand. Merc. IMM , Cand. Merc. IMM

September 2010 - September 2010

Universidad de Málaga

Business Administration , Business Administration

June 2006 - June 2006


Senior Int. Brand Manager - La Paz

Senior Int. Brand Manager - La Paz , Søborg

May 2014 - January 2015

La Paz is the best selling machine made cigar (MMC) brand in Europe - Premium Segment - and the 4th biggest of the total European Market. La Paz is the second biggest brand within STG's portfolio of MMC both in volume and profit. Among my responsibilities: * Define growth opportunities * Development and execution of Brand Strategy * Portfolio Management - Profitability Analysis - Product Development - Product Optimization - Product launch * Brand ambassador and market sparring partner

Int. Brand Manager - La Paz

Scandinavian Tobacco Group - Group Marketing , Søborg

August 2013 - May 2014

* Main focus on portfolio rationalization in collaboration with markets. * Creation of brand universe - Foundation for brand development - Brand Portal - Sales material for subsidiaries and business managers

Int. Brand Manager - Little Cigar Category

Scandinavian Tobacco Group - Group Marketing , Søborg

January 2012 - August 2013

Responsible for the Little Cigar Category. This category represents a major growth opportunity within the cigar industry, with a volume increase of around 20% in the last year. Managing International Brands present in + 20 countries Project Management: Leading NPD projects in close collaboration with Supply Chain. Portfolio Strategy within little cigars - NPD, product/format rationalization, pricing strategy. Brand Strategy - Concept development in collaboration with design agencies, product launch, product optimization, line extensions, re-designs... Overall, I really enjoy my position since I have control from the idea generation phase until the go-to-market phase. Daily contact with design/marketing agencies, material suppliers, supply chain and sales units makes this job as challenging as exciting.

Junior Brand Manager

Scandinavian Tobacco Group - Group Marketing , Søborg

January 2011 - March 2012

Focus to strengthen and develop the Value for Money portfolio in order to enhance and empower the performance of our Sales Units and Export Markets around the world. Within my tasks: * Support in developing the Value for Money Cigar portfolio. * Rationalization projects. * Brand Plans * New Product Development, line extensions and re-launches. * Market analysis * Develop and produce corporate supported marketing communication material for product launches in close collaboration with design agencies. * Activate and maintain relevant brand communication (Communication Kits, Key Visuals, POS Material to support the different brands, etc.)

Project Coordinator

Sanofi Aventis - Nordic Hub , Hørsholm

November 2009 - June 2010

Assisting different projects for the Nordic Hub (Norway, Sweden, Finland and Denmark) with focus on different therapy areas: Cardiovascular, Diabetes and Sclerosis. • Responsible for internal communication – optimization of knowledge sharing through e-Rooms • Support developing Brand Plans for three brands (Multaq, Lantus & Copaxone) • Support to Nordic Product Managers in monitoring and performance tracking (Multaq, Lantus & Copaxone)

Marketing Assistant - Hospital Unit

Sanofi Aventis A/S , Hørsholm

May 2009 - October 2009

• Support activities in the pre-launch stage of a medicinal product • Coordinator of communication activities for the internal stakeholders of a medicinal drug – Creator of internal newsletter (used as template in other subsidiaries) • Support in the creation of web-platform for communication with external stakeholders

Sales Manager

Architectmade , Farum

January 2008 - February 2010

Sales and CRM: • Leads generation • Sales consultancy activities to maximize the value proposition to clients • Responsible for market research for the development of new accounts • PR Management

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