Erwin F. Rosales

Designed and implemented brand strategies, marketing plans, sales forecasts, market research, positioning, and digital marketing initiatives that accelerated business growth and maximized consumer impact. Evaluated commercial projects and startups, providing actionable recommendations on positioning, promotions, and go-to-market strategies.

Led full consumer marketing for a leading Guatemalan chemical and construction materials brand. Developed new product concepts (Team Progreso), packaging redesign, and consumer promotions. Housing category positioning for 4th. Progreso Excellence Awards (Casa Yaxhá, Casa Uaxactún, Casa Nakum). Won the Marketing Hall of Fame Award (Guatemala 2007) by the AMA American Marketing Association and exceeded the annual sales budget by 4% through a consumer-focused strategy.

Managed a portfolio of more than 330 SKUs across mass consumer and professional lines (Elvive, L’Oréal Kids, Excellence, L’Oréal Professionnel, Kérastase, Redken). Restructured sales teams and modern trade operations, increasing active clients by 30% and reducing credit days by 18. Led the successful transition from indirect to direct distribution in El Salvador, Central America.

Graduated with Maximum Distinction (GPA 6.3/7.0) MBA Specialization in Organizational Management Postgraduate program focused on developing advanced competencies in organizational management and administration, with a strong emphasis on strategic decision-making, leadership, and business management in competitive and dynamic environments.