Solanilla Ruiz, Antonio
Perfil professional
Experiència professional

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SOLANILLA RUIZ, Antonio . Spanish, married, 32 yo.

Antonio.Solanilla@iese.net

Telephone: 0034 654 91 08 01

SUMMARY

I have extensive experience in Marketing and Sales of fast moving consumer goods, particularly in the food industry,

and also in the Retail sector.

My background in multinationals within cross-functional teams with global responsibilities gave me an international

perspective and allowed me to further improve my strategic and interpersonal skills.

Specialties

Brand Management, Sales Effectiveness, Brand Repositioning, Advertising, People Management, Segmentation,

Change Management, Negotiation.

Areas of Interest

Brand Management, Sales Management, Team Management, Global Business, Internationalization. Sectors: Fast

Moving Consumer Goods, Pharmaceutical sector, Education Services, Luxury sector.

Associate Professor at:

- URL Blanquerna - “Segmentation and Positioning” – “Publicidad y Relaciones Públicas Degree”

- ESDI; Escuela Superior de Diseño Sabadell

EDUCATION

2006 - 2008 IESE, UNIVERSITY OF NAVARRA

Master of Business Administration (MBA Program)

2003 - 2003 UNIVERSIDAD POLITECNICA DE CATALUNYA

Postgraduate in Marketing

1997 - 2001 UNIVERSIDAD POMPEU FABRA

Bachelor in Business Administration

LANGUAGES

Catalan Mother tongue Spanish Mother tongue

English Fluent French Fair

EXPERIENCE

2010 – Present MEDIA MARKT (Electronic Retailer, EUROPEAN LEADER)_Product Manager April 2010 - Present

Media Markt Spain sold more than EUR 1,700m in 2010:

> Managing Telecommunications category with more than 50 Mio €. Responsibilities:

• Strategy Definition in Telecommunications Category. Key point: Strategy.

• Marketing Plan Implementation: Mobile Devices and Telecommunications services sales. Key point: Marketing

execution.

• Negotiation: Annual agreements with major international suppliers (Telefónica, Vodafone, Orange, Samsung, LG,

Apple, Philips). Key point: Negotiation.

• Store Openings: Definition of the assortment for new stores. Key point: Category Management.

2008 - 2010 IKEA (Home Furnishing Retailer, WORLDWIDE LEADER)_Sales Manager May 08 – April 2010

IKEA Ibérica sold more than EUR 1,000m in 2008. IKEA Badalona store over EUR 140m.

>Managing Sales Department. Responsibilities: :

• Human Resources Management: leading 6 sales leaders (indirect 13 sales leaders) and 140 coworkers). Key point:

Leadership.

• Sales Management: Driving sales. Key point: Commerciality.

• Store Operations Management: Duty Manager. Key Point: Security.

• Store Management Team member: Strategy definition, Marketing Plan, Customer Plan, HR Plan, Cost adaptation.

Key point: Strategy.

During 1st and 2nd year of MBA at IESE I carried out a pair of Internships:

2007 - 2007 EUROLEAGUE (Sports Industry) _ Project Manager (Internship) Aug. 07 - Sept. 07 - Leading market

research in Euroleague TV Launch, recommending the marketing mix for tv channel.

ASICS IBERIA (Sports&Fashion Industry)_Project Manager (Internship)

Jun. 07 – Aug. 07 - Leading the starting of Retail Unit for Asics in Spain.

2003 - 2006 PANRICO (PASTRY & BREAD GOODS, SPANISH LEADER)_Brand Manager May 2003 – July 2006

> Managed Bollylandia Pastry brand (revenues of EUR 80m) handling a portfolio of 70 sku's. Key Projects:

• Rebranded of Bollylandia; leading the market research, handling the positioning and naming process, and

carrying out the new packaging and media advertising plan.

• Launched of a new product in the mini food pastry segment. Developed brand strategy: positioning, media

planning and pricing strategy. Revenues EUR 6m ( 5% over budget).

• Improved the profitability of the core business of the brand (plus 10% in the contribution margin by a cost

cutting process). Net value of the improvement: EUR 300,000.

> Managed Brook's brand (revenues of EUR 30m) performing in 3 different categories: bread, fast food bread and

sandwiches. Key Projects:

• Introduced Panrico in the Sandwich category, developing the marketing area: defining the product

portfolio, conducting the naming process and the communication plan.

• Rebranded of Brooks Bread under Panrico Umbrella Brand. Successfully repositioned the product, keeping

the leadership in the segment (market share of 85%).

• Executed tactic promotions in the fast food bread category. Achievement of a maximum of 25% of market

share.

May. 03 - Jul. 04_ Trade Marketer

• Developed and implemented commercial plans for trade customers, within profitability's company

frame. Created new management tools for Key Account Managers.

• Achieved increases of 80% (in average) in sales by means of tailor made cross actions with brands of other

companies combined with Category Management in bread's category.

• Executed new launches of the company in the point of sales.

2001 - 2003 LAVAZZA (COFFEE MAKER; ITALIAN LEADER)_ Marketer in Retail Unit Oct. 2001 – May 2003

• Developed and implemented promotional actions for the franchisee net.

• Participated, as a key part, in the international teamwork in order to launch the coffee shop concept around

the world (naming, branding and product portfolio). Managed the website.

• Implemented commercial crisis plan. Increases of 20 % in sales over the budget.

• Enrolled in Lavazza's Young Talented Professionals Program in Turin (10 people).

GENERAL INFORMATION

(1) High School with Honours and first year University scholarship (1997);

(2) Passionate for sports. Captain of a semi professional football team;

(3) Participation in Hostetin NGO Program in Czech Republic in 2000;

(4) Travelled around Europe working for a Pricing project for Dufry Company;

(5) Gained marketing experience in internship at Ogilvy (advertising agency) and Strategic (research institute).

Experiència internacional

Premis

Càrrecs de direcció, gestió o coordinació

Altres mèrits

Titulacions
Data
Titulació
Universitat
ADMINISTRACIÓ I DIRECCIÓ D'EMPRESESUniversitat Pompeu Fabra
MASTER IN BUSINESS ADMINISTRATIONUniversidad De Navarra
MASTER IN MARKETINGUniversitat Politècnica De Catalunya

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