EMILIO LEON CEBRIAN

Spearhead implementation of corporate objectives within Marketing and Buying areas in the Spanish subsidiary of Marionnaud Parfumeries, Europe's largest perfumeries and cosmetics retailer belonging to A.S. Watson Group, which operates over 8,000 retail stores running the gamut from health & beauty, luxury perfumeries & cosmetics to food, electronics, fine wine and airport retail arms in 36 markets worldwide.

From my position as Marketing and Product Director, I made a special contribution towards transforming a chain of traditional optical shops into the top, large, “category killer” shop floor of eye products, developing new positioning and sales formula, communication, CRM and purchasing in the 120 outlets of the company in Spain, Portugal, Poland and Cezch Republic.

Challenged to manage the marketing transfer of Angulo (leading company in the Spanish fresh cheese market) from a family company to one belonging to a multinational group after it was acquired by the French Group Bongrain, the world’s foremost processors of milk. Extensive focus on modernizing the portfolio’s image/packaging, product innovation and trade marketing activities.

Managed marketing initiatives for the Spanish subsidiary of Imperial Tobacco, which took over previous employer Reemtsma in 2003; chosen as one of the few professionals from the original company to remain with Imperial Tobacco. In charge of managing the most important brands (West and JPS) aimed at the national consumer, where the company was 100% focused on the tourist market.

Promoted to provide direction and leadership for marketing activities in Spain and Portugal for the Iberian subsidiary of Reemstma (World's fourth tobacco company) managing a range of cigarette brands that included West, Davidoff, and R1.

Being in charge of the West brand, the 10th most important cigarette brand in the world, I was responsible for relaunching the brand in Spain and Portugal after several failed attempts. West brand was the fastest growing brand in the tobacco market in Spain for 21 months, with sales quadrupling.