Ais Soto
Verified Expert in Management Consulting
Management Consulting Expert
Santiago de Querétaro, Mexico
Toptal member since September 5, 2024
Ais is a revenue growth management (RGM) professional with global experience in FMCG companies like Kellogg, Reckitt, and P&G. His expertise in pricing strategy, promotional strategy, price-pack architecture, and trade investment has helped deliver top- and bottom-line growth in markets worldwide. Ais has also developed RGM capabilities for commercial teams and has worked with top RGM consulting firms like McKinsey, Bain & Company, and Simon-Kucher.
Career Highlights
Case Studies
OBPPC Framework Implementation in Kellogg Mexico
Kellogg Global RGM Capability Building Program – Singapore Session
Reckitt Pricing Recommendations for Insecticides and Repellents in Brazil
Expertise
- Change Management
- Consumer Insights
- Investment & Trading Advisory
- Market Research
- Price Pack Architecture (PPA)
- Pricing Strategy
- Promotion Strategy
- Revenue Growth Management
Work Experience
Revenue Growth Marketing Strategist
Tropicana Brands - Main
- Developed the portfolio optimization proposal - SKU rationalization framework based on commercial indicators and strategic considerations.
- Developed a price-pack architecture proposal for a key brand of the company, with a multi-year view to enhance profitability.
- Created a pricing positioning rationale for a new product line (innovation) based on brand equity, product offering, and competitors.
- Delivered an analytic framework for the in-house development of RGM solutions based on Power BI.
Director, Global Revenue Growth Management
Reckitt
- Started the RGM capability in Latin America, building a community for 18 new practitioners across the region, providing training on RGM fundamentals, and deploying global pricing and promo tools for Brazil and Mexico.
- Trained and deployed an RGM promo solution for Southwest Latin America, identifying promo efficiencies.
- Redefined the promo strategy in Mexico, mitigating promotional layering for the Choco Milk brand and delivering promotional efficiencies with an ROI of 1.5 for the summer plan.
- Identified price-pack architecture opportunities for the Enfamil baby formula. Corrected the price-pack curve in Mexico, improved inter-size relationships, and gained value share for stage 3.
- Delivered RGM pricing recommendations for hard surface cleaners and insecticides such as Veja, Lysol, and Mortein for Brazil and Mexico.
Senior Director, Global Revenue Growth Management
Kellogg's Company
- Implemented top-line growth initiatives based on the OBPPC framework, unveiling 14 global consumer occasions.
- Delivered positive net price realization above inflation for the Asia-Pacific and Latin America markets.
- Served as the lead facilitator of the RGM program for 200+ commercial leaders in the US, Latin America, India, Korea, Singapore, and Malaysia, who attained Green Belt Certification in RGM.
- Guided the price-pack architecture efforts for the Australian cereal business, obtaining bottom-line improvement by redefining pricing and net weight content for the line-up.
- Co-led the trade investment improvement program for the European region, effectively mitigating the impact of trade investment contractual negotiation with key European retailers.
Market Research Supervisor
Procter & Gamble
- Conducted market research studies for the detergent, health and beauty care, and paper categories.
- Provided market-size estimations based on mathematical models.
- Created market share reports based on Nielsen information for business reviews.
Education
Master's Degree in Finance
Tecnológico de Monterrey - Santiago de Querétaro, Mexico
Bachelor's Degree in Actuarial Science
ITAM - Mexico City
Skills
Finance
Market Research, Pricing Strategy
Output Software
Microsoft PowerPoint, Microsoft Word, Microsoft Excel
Other
Financials, Consumer Insights, Customer Segmentation, Price Pack Architecture (PPA), Promotion Strategy, Revenue Growth Management, Revenue Growth, Growth Strategy, Business Strategy, Investment & Trading Advisory, Change Management, Applied Mathematics, Marketing Mix Modeling, OBPPC Strategy, Sales Growth, Capability Build-out, Training, Global, Portfolio Management
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