Head of Waters Guatemala

What dreams may come.

We were born in Central America, a magic land, full of color, happiness, variety of fruits and natural resources all year round.

One simple idea; take the best our land has to offer to evolve the way to quench your thirst.

Our path has taken us to create a beverage portfolio that fills us with pride and has conquered the taste of 30 countries of America and the world.

This motivates us to want to get each time farther, taking our taste and latin character to the greater markets to compete with the best.

With innovation running in our DNA, we invest constantly in the development of new and improved alternatives of sweetening and exploitation of natural ingredients. Also, we look around the world for ideal strategic partners for the development of beverages that the future consumer will prefer.

Beliv. Magic is in our Nature #BevTech # Belivers

Lead the management of a profitable water´s portfolio in Guatemala with an agile and entrepreneurial mindset, leveraging market insights, fostering innovation, evolving brand and communication strategy, and embedding AI-driven capabilities, Big data and leadership to drive long-term category growth, brand equity, and sustainable success with a Radical culture.

Ensure strategic alignment between day-to-day operations and the regional Water 5-year plan for Salutaris, Aqua, fostering cross-department collaboration to increase market share profitably in a category and market where Beliv holds a strong position and aims to grow. Identify growth opps for the category and our brands.

Category & Business Strategy Leadership

Action: Build and deliver the water category strategy and results for Guatemala.

Function: By translating the regional AOP and N5 ( five year) plan into a locally tailored growth strategy, adapting portfolio, pricing, placement, comms, and activation priorities to the Guatemalan market.

Upshot: To ensure sustainable, profitable growth of the category aligned with regional ambition and local market realities.

Annual Plan Execution

Action: Execute the annual operating plan for the water´s category in Guatemala.

Function: By coordinating cross-functional teams, tracking milestones, and adjusting execution based on in-market performance.

Upshot: To guarantee delivery of the volume, share, and profitability targets committed in the AOP.

New Business Development & Partnerships

Action: Identify and capture new business opportunities for the waters category in Guatemala.

Function: By evaluating portfolio extensions, distributor partnerships, channel expansion, and strategic alliances.

Upshot: To accelerate category growth and strengthen Beliv's competitive position in the local market.

Price-Pack & Revenue Strategy

Action: Lead the price-pack architecture strategy for the category across all channels in Guatemala.

Function: By analyzing price elasticity, channel economics, and consumer value perception to define optimal pack-price combinations.

Upshot: To maximize revenue, margin, and market competitiveness while protecting brand equity.

Market Intelligence & Benchmarking

Action: Conduct market analysis and competitive benchmarking for the waters category.

Function: By acting as the local market intelligence provider, anticipating trends, risks and opportunities, and keeping key stakeholders informed.

Upshot: To enable proactive, insight-driven decision-making across the organization.

Performance Management & P&L Stewardship

Action: Monitor and analyze category performance metrics in Guatemala.

Function: By tracking results against business objectives, identifying risks and gaps in real time, and driving corrective action plans.

Upshot: To ensure targets are met and the category's financial health is safeguarded.

Brand Building, Communication & Marketing Evolution

Action: Elevate brand equity and evolve the communication strategy for the water portfolio in Guatemala.

Function: By leading integrated brand campaigns, evolving positioning and creative territories, and ensuring communication excellence and consistency across all consumer touchpoints.

Upshot: To build long-term brand health, emotional connection with consumers, and sustained category leadership.

AI, Digital Capabilities & New Ways of Working

Action: Build AI-powered and digital marketing capabilities within the local bottler ( CBC).

Function: By embedding AI tools for market intelligence, content creation, personalization, and automation into planning, activation, and reporting processes.

Upshot: To accelerate decision-making, improve marketing efficiency, and future-proof the Water business in Guatemala.

La misión de Grupo Mariposa es fomentar el crecimiento y  la sostenibilidad dentro de la industria global de alimentos y bebidas. Estamos comprometidos con la excelencia a través de una gestión disciplinada, prácticas innovadoras y una cultura dinámica que acepta el cambio.