Martin Sundblad

LatAm Business & Brand Manager Director · The Avviare Group

Buenos Aires, Buenos Aires Province

In My Own Words

With over 10 years of experience in marketing and sales for action sports brands, I am a passionate and results-oriented business development professional who connects global brands with the LatAm markets by continuously expanding my distributors portfolio. As the Director at GTM, I lead the analysis and evaluation of the business and roll-out plan for each client, as well as the identification and recruitment of the best distributors in the market. I have built strong relantionships with department stores, franchises, distributors, marketplaces and joint venture partners.

My core competencies include extensive experience in P&L analysis, omni-channel marketing, brand development, digital marketing strategy, sales planning and analysis as well as direct sales and building strong relantionships with key partners. I have successfully increased the market share and revenue of brands such as Reef, Supra, and Fallen Footwear by creating and implementing marketing and sales strategies (DTC and B2B) that leverage online and offline channels, and by working closely with the purchasing, design, and digital teams to deliver brand initiatives and product launches. I have a global business mindset and I am fluent in Spanish and English.

Work Experience

Ecommerce Marketing Manager

The Avviare Group

2023 – Present

Developing and growing ecommerce stores worldwide (drop-shipping, POD, etc.). Brands: Lighting Bolt US Hand Matters Heart for sneakers Icy Minded The Cool Elephant Marketing and E-commerce Manager - P&L Analysis - New website development (Shopify) - SEO - UX/UI - Campaign Management - Marketing and Comms Planification -Marketing and Social Media team management

Director

GTM Agency

2023 – Present

- Identify/recruit the best distributors available in the market. - Work closely with HQ and select the best fit distributor/licensee. - Work on license contracts and the agreement negotiations. - Supervise distributor business and align it with corporate priorities. - Supervise Fulfillment of product segmentation strategy among channels of distribution. - Control the Brand image in each distributor market with support from the Marketing team. - Control seasonal total units produced in licensed countries and match them with remaining inventory and royalty payments. - Lead local business results with strategic process and business development for the Brand aligned to global brand strategy to ensure sustainable growth. - Help understand market dynamics of the territory: Economy, customers, consumers, competitors, market trends. - Facilitate resolution of issues between distributor and corporate office, across functions. - Diagnosis of brand situation in each country: Competition, Relevant emerging local trends, distribution channel analysis to map the country and identify prospects & door presence. - Visit each market to assess current status, maintain performance levels and identify areas for improvement. - Team up with Sales Operations, Finance and other back office departments to ensure that product delivery is up to standards and that the distributor business gets.

Sales Marketing Manager

Fallen Footwear

2019 – 2023

- Full responsibility for the growth and sales development of the brand. - Omnichannel sales forecasting and revenue performance on a monthly, quarterly and yearly basis. - Working closely with other distributors to align product launches and proper excecution of brand initiatives and goals. - Depth understanding of the Latam Region and licensing principles. - Prepare regular reports of progress and forecasts to internal stakeholders using key account metrics. - Follow up and analysis of the sell-through/sell-out data of wholesalers/retailers. - Giving support to key accounts with events, training, trade shows, etc. - Setting and controlling KPI's and goals for effective performance. - Manage accurate records of all pricing, sales productivity, gross profit, expenses, and activity reports. - Owning the wholesale department, its evaluation, development and performance over time. - Responsible for Sales planning meetings and execution. - Develop the Marketing Plan alongside its strategies and tactics. - Develop the Digital Marketing strategy (omnichannel) and calendar. - Fully integrated to the buying process.

Marketing Manager

REEF & SUPRA Footwear

2014 – 2019

- Marketing plan development, execution and follow up. - Development and follow up of marketing initiatives in order to increase sell-through on retail stores, e-commerce and wholesale channels. - Supervised REEF Paraguay distributor: Brand launch, GTM strategy and Sales goals. - Sales Analysis: Retail, e-commerce and wholesale (build and manage upsell and cross-sell programs). - Led E-Commerce business including management and evaluation of current platform as well as identification of best-in-class solution to support third party agency (Brandlive.com) Sales goals and Digital marketing plan execution. - Events Manager: creativity, funding, execution, follow up and ROI analysis. - Sports Team Manager: athletes program, objectives follow up and benefits. - Branded content development for social media campaigns. - Lead the Visual Merchandising team (creativity, follow up of new initiatives and implementations).

Category Analyst | Fragrances

Avon

2014 – 2014

- Planning and execution of the commercial strategy of the Male fragrance category for the South Cone Cluster (Argentina-Chile-Bolivia-Uruguay). - Roadmap and lifecycle Management: Monitor in-market feature performance, identify post-launch improvement - Focus on evolving and improving marketing programs to optimize performance and improve ROI. - Work closely with regional marketing managers to build and execute marketing programs within their regions. - Providing support to sales and promotions teams.

Marketing Analyst

Yatango Mobile (yomojo.com.au)

2013 – 2013

- Supporting the product development team. - Generating communication initiatives, A/B testing. - Price positioning analysis - Distribution strategies implemetation and results analisys. - Adword keyword targeting, test and optimization. - Website functionality, user experience, copy and branding.

Project Leader

National Geographic / Fox Channels AUS

2012 – 2013

In charge of building a program with a team of four (4) to update the artists database in internal ERP in order to assign and pay royalties for the use of artists rights. - Visualising the progress in daily and weekly reports (project and budget goals). - Liaison between internal agencies (Creative, Production and Marketing). - Music information research for use in local promotion productions. - Accurate and complete music upload in Sintec.

Sales and Marketing Manager

Wedding Boutique

2009 – 2012

• Web Site & Identity development • Market analysis and presentation of reports (consumption, competition, sales, trends). • Online Marketing, Google Ads, Facebook campaign. • Commercial & strategic alliances. • Definition & management of Marketing mix. • Developing marketing plan programs and events to achieve the business growth goals. • Execution of the Marketing plan through direct and electronic marketing, events and promotions to attract clients and strategic allies. • Coordinating marketing events ensuring that objectives and goals are aimed • Marketing Plan Development and follow up of budget and milestone. • ATL and BTL strategies. • Management of press, events, Image design, direct mail campaigns, database marketing. • Follow up and control of Maketing, Costumer Attention and Sales estrategies and activities.

Brand Manager Lancôme

L´Oréal

2008 – 2009

• Marketing Plan Development. • Definition & management of Marketing mix. • Implement marketing and communications initiatives including advertising and direct marketing campaigns, PR, sponsorship, events and branding campaigns in order to maintain the brand as the market leader. • Analysis, planning, development, implementation and monitoring of release strategies from all brand innovations. • Product lines profitability analysis (Make up, skin care and Fragrances). • Activities included e-marketing, retail sales events, direct mail campaigns, database marketing, press, graphic, TV and internet advertising. • Development of promotions & strategic alliances with different brands. • Working closely with Buyers and Sales departments to accomplish sales and inventory objectives. • POP material analysis, selection, production and distribution for every retail store (130 stores in Argentina). • Development and coordination of special animation in POS. • Sales follow up of every product launch. • Avant premier of product new releases for My Lancôme members.

Lancôme Marketing Assistant

L'Oréal

2007 – 2008

- Skin Care, Make up and Fragance Marketing Assistant. - Support the Brand Manager on all marketing initiatives. - Price positioning analysis and reports. - Product launch assistance, working on production and supporting the team leader. - Inventory analysis - SAP data entry (product sales forecasting). - In charge of POS material production and supply to assigned retailers.

Sales Executive

Outletbar

2006 – 2006

Listening to customer requirements and presenting solutions. Servicing and provide support to existing customers as well as establishing new customers base. Make contact with potential customers. Keeping track of activities in customer relation management system. Marketing Assistance.