GABRIEL AGUILLAR
MARKETING / GO-TO-MARKET / STRATEGY
Summary
Strategic Marketing Leader with proven expertise in developing marketing frameworks and cross-functional initiatives that bridge strategy and execution. Demonstrated success in translating consumer insights into actionable business strategies while fostering relationships across commercial, marketing, and operations functions. Skilled at establishing standardized methodologies, playbooks, and best practices that enable execution across markets. Combines strategic vision with hands-on program management to drive organizational alignment and deliver measurable business impact.
Overview
14
14
years of professional experience
4
4
Languages
Work History
SENIOR GTM MANAGER
ADIDAS HQ
12.2023 - Current
- Serve as Go-to-Market POC for cross-functional initiatives spanning commercial and marketing activation planning, establishing clear alignment between global strategy and local market execution
- Develop comprehensive marketing playbooks and strategic frameworks enabling consistent implementation across diverse markets while allowing for regional adaptation
- Foster strong working relationships across commercial, operations, and marketing functions, identifying dependencies and facilitating cross-team collaboration
- Present strategic narratives to executive audiences, effectively communicating complex concepts and securing buy-in across organizational levels
STRATEGIC CONSUMER INSIGHTS MANAGER
ADIDAS HQ
02.2021 - 11.2023
- Partnered with research and customer intelligence teams to generate actionable consumer insights that informed strategic marketing agenda and execution priorities
- Established standardized methodologies for marketing initiatives, creating frameworks that served as bridges between global strategy and local implementation
- Led cross-functional programs requiring close collaboration between research, product, commercial and marketing teams, managing dependencies and ensuring alignment
- Created compelling data visualizations and strategic narratives that translated complex insights into clear recommendations for executive decision-makers
- Tracked initiative effectiveness across markets, facilitating best practice sharing and cross-market collaboration to optimize performance
GLOBAL PRODUCT MARKETING MANAGER
ADIDAS HQ
09.2019 - 02.2021
- Developed and maintained marketing toolkits and creative guidelines for local teams, ensuring consistent brand expression while enabling market-relevant execution
- Leveraged centralized insights and competitive intelligence to optimize product marketing strategies
- Initiated, planned, and executed cross-functional projects spanning multiple markets and disciplines, serving as the central point of contact for marketing
- Communicated clearly between internal teams and external partners, managing stakeholder expectations through transparent and consistent messaging
- Operated effectively in ambiguous environments, proactively identifying strategic opportunities and anticipating potential challenges
PRODUCT MARKETING MANAGER
ADIDAS US
07.2017 - 08.2019
- Established marketing standards and methodologies for regional implementation, ensuring alignment between global direction and local market needs
- Built strong collaborative relationships across commercial, sales and marketing functions, identifying dependencies and facilitating cross-functional alignment
- Developed strategic narratives for diverse audiences, effectively communicating marketing value and securing stakeholder buy-in
- Demonstrated intellectual curiosity by investigating data patterns and insights, uncovering strategic opportunities for marketing optimization
GLOBAL PRODUCT MARKETING MANAGER
ADIDAS GLOBAL
02.2015 - 06.2017
- Led marketing initiatives requiring close collaboration with commercial and logistics teams, establishing processes for cross-functional alignment
- Developed strategic frameworks and playbooks that standardized marketing approaches while allowing for regional adaptation
- Created strategic narratives for executive audiences, effectively communicating complex concepts in clear, actionable terms
- Demonstrated ability to multitask and work under tight deadlines while maintaining strategic focus and execution excellence
BRAND MERCHANT
NIKE
08.2011 - 01.2015
- Served as point of contact between marketing, commercial and merchandising functions, ensuring strategic alignment and operational execution
- Contributed to developing standardized approaches for merchandising implementation across markets, enabling consistent execution
- Maintained regular communication with global counterparts, facilitating knowledge sharing and best practice implementation
- Tracked implementation effectiveness across categories, identifying opportunities for optimization and performance improvement
- Demonstrated proactive thinking and big-picture perspective, anticipating market needs and adapting strategies accordingly
Education
Certificate - Business Analytics
Harvard Business School
09-2021
MBA - Brand Management
Business School SP - BSP
04.2001 -
Skills
- Marketing Strategy Development & Implementation
- Stakeholder Management & Executive Communication
- Playbook & Framework Development
- Global-to-Local Strategy Adaptation
- Data-driven Decision Making & KPI Tracking
- Narrative Development & Strategic Storytelling
Personal Information
Citizenship: EU Citizen
Notice period: 1 month (flexible)
No non-compete clause
Timeline
SENIOR GTM MANAGER
ADIDAS HQ
12.2023 - Current
STRATEGIC CONSUMER INSIGHTS MANAGER
ADIDAS HQ
02.2021 - 11.2023
GLOBAL PRODUCT MARKETING MANAGER
ADIDAS HQ
09.2019 - 02.2021
PRODUCT MARKETING MANAGER
ADIDAS US
07.2017 - 08.2019
GLOBAL PRODUCT MARKETING MANAGER
ADIDAS GLOBAL
02.2015 - 06.2017
BRAND MERCHANT
NIKE
08.2011 - 01.2015
MBA - Brand Management
Business School SP - BSP
04.2001 -
Certificate - Business Analytics
Harvard Business School
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