Fernando Kijel

- Created and staffed the 8-team member Marketing team - Designed and executed a cross-department digital transformation including new demand generation omni-channel comms tools and automation customer journeys. - Developed and implemented a full MarTech stack, eliminating human error and boosting productivity - Led orthopaedics content strategy and customer acquisition tactics - Introduced conversion tracking, and KPIs monitoring for data-based decision making

- Professionalized marketing and communication processes and introduced structured market research models to support strategic decision-making - Led implementation of Knowledge Translation and Transfer initiatives within AO Spine Knowledge Forums, collaborating with international KOLs and faculty networks - Implemented automation programs to increase user engagement and retention across the global spine community - Designed and launched monetization models to strengthen long-term financial sustainability

- Developed Corporate Strategy 2025 - Set-up Market Intelligence team

- New global brand strategy development and corporate identity relaunch, in close collaboration with C-suite - Internal Marketing Communications design and consulting - Brand Management processes re-engineering

- Product Lifecycle Management of fast-cure chemical anchors: cross-functional alignment with R&D and supply chain, forecast and commercial planning, pricing and positioning definition - Key project: relaunch of Hilti's global #1 net sales and profit generating product family launch HIT-HY200

- Responsible for sales in Greater LA for the Civil Engineering construction segment, later for the state of California - 2010 Year-end results >120% of sales plan (Masters Club sales award 2010 winner) - Received two 'Salesman of the Quarter' recognitions, one 'Sales Manager of the Quarter' recognition

- Responsible for Product Lifecycle Management of Stud Anchors, Hilti's #2 net sales and profit generator - Steered the Business Unit Management to triple investment into new product development - As a result, new products revitalized the segment, driving product family back to double-digit growth in a stagnant segment - Drove worldwide business to achieve double-digit growth, outgrowing the Hilti group and the Anchors business unit

- Responsible for development, implementation and steering of product/marketing strategies - Trade strategy development - Implementation and steering of salesforce segmentation

Responsible for Petcare and Snackfoods business segments

Responsible for petfood business segment

Responsible for management of international key accounts (M&M’s/Mars, Procter & Gamble, Cadbury Beverages).