Javier Serrano

I lead a Go To Market Strategy and Category Development consultancy firm, THE SHOPPER INSTITUTE, playing in FMCG, Pharma and other sectors, mainly in Spain and Colombia.

After many years of working at FMCG international companies, I also worked during 2021 for the Health sector at COFARES Spain, clear leader in Pharma distribution arena, with 3.6 bn € turnover. In charge of purchasing departmente (3,4 bn €) and strategic collaboration with labs.

Business Development director for L'Oreal Spain for 5 years until 2019, in the Management Committee, developed Business Development function, including Categroy and Shopper perspective for the first time in the company.

Previously, I worked for Procter&Gamble in Global, European and Middle East & Africa Strategy, Commercial & Go To Market roles. Key function: strategic planning and then regional execution, coordinating multifunctional teams in several countries & regions.

Also, briefly, for Kellogg´s. Lived in Spain, US and Switzerland. Worked with people from multiple countries and continents. Navigated through very different cultures. Thanks to that, I´m open minded and value people above all. Love multifunctional teams. And now, I´m very excited about Digital transformation and the new world ahead of us.

My interests range from international companies & relations to entrepreneurship, travel and reading. I am also interested in innovation, technology and diving. I am mentoring some of my ex-team members as well as members of an NGO.

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