Andres Rios


Marketing Leader - CPG & Bev Alc

Calgary, Alberta

Andres Rios

Calgary, Alta | 416-885-1670 | |


Enthusiastic and results driven, leverages trends and insights to develop strategic, consumer centric plans. A trusted leader who prioritizes cross-functional collaboration to develop and execute innovative, omni-channel business plans to achieve objectives. Key areas of strength include:

Marketing & Communication Strategy | Innovation & Renovation |Change Management | Coaching & Mentorship |Commercial Planning | Market Insights

Royal Canin, a Division of Mars Inc, Guelph ON

2020 – Present


Feb 2022 – Present

·        2024 channel planning lead, working cross-functionally to define, integrate and align the commercial team in the development of objectives, strategies and tactics, creating clarity and accountability to achieve results.

·        As a member of a pricing council, work in partnership with cross channel associates to define, execute and evaluate pricing and promotional plans to achieve strategic revenue targets and refine methodologies.

·        Lead a category strategy team in planning and executing a multi-channel launch including a change management communication plan to engage partners in understanding and embracing the transition.

·        Collaboratively lead the Health Management portfolio re-launch strategy securing alignment to the go to market plan including volume, pricing, profit, and market share targets.

·        Lead a cross-functional team of sales and demand planning leaders to define base and incremental volume forecasts while leveraging key performance indictors to measure success and refinement opportunities.


Oct 2020 – Feb 2022

·        Collaborated with global and U.S. teams to define and quantify 5-year innovation and renovation roadmap including volume and profit pool potential across portfolios.

·        In partnership with Revenue Management, led the development of a portfolio pricing strategy strengthening the consumer value proposition by diet and pack size vs. competitive offerings.

·        Developed and secured leadership alignment to a Eukanuba 5-year path to profitability identifying innovation, renovation, channel expansion and pricing opportunities to achieve profit targets.

·        Successfully entered the supplemental treat category with launch of Eukanuba ActivTrainers, effectively delivering year 1 shipment, share and profit KPIs.

Arterra Wines Canada (formerly Constellation Brands), Mississauga, ON            2010 – 2019

MARKETING DIRECTOR – Vintners Quality Alliance (VQA) Domestic Wines Portfolio

2016 – 2019

Secured category leadership, delivering +23% Net Sales and 26% Gross Profit on a $100 million portfolio.

·        Grew share ahead of category (18.4%, +3.4 pts) leading the development of a portfolio strategy including a redefined brand positioning supported by innovation capitalizing on consumer trends.

·        As a trusted partner of the Innovation Leadership Team, defined processes and delivered brand, innovation, communication, and commercial programs to increase penetration.

·        Inspired four direct reports and provided direction to teams and agencies to define strategy and programming to achieve shipment and profit targets while achieving category leading brand equity levels.

·        Partnered with Sales to build a long-term portfolio strategy and collaborated with Winemaking, Operations and Finance to translate 5-year innovation pipeline into wine tier supply requirements to maximize profits.

·        Developed a pricing and promotional model to optimized portfolio ROI by working with McKinsey Canada and Revenue Management to analyze current state and adopt brand elasticity learnings to increase profitability.

·        In collaboration with business leaders, developed innovative and consumer centric marketing plans, transforming Jackson-Triggs into the largest domestic wine brand in Canada, achieving a three million case milestone, strengthening the brand’s position as Canada’s most awarded winery.

Arterra Wines Canada (formerly Constellation Brands), Mississauga, ON

2010 – 2019

MARKETING DIRECTOR – Cider, Refreshment & International Canadian Blend (ICB) Wines

2015 – 2016

MARKETING DIRECTOR – International Canadian Blend (ICB) Wines Portfolio

2012 – 2015

Achieved +15% and +21% Net Sales and Gross Profit growth respectively on a $240 million portfolio through the development of branded solutions, innovation platforms, communication, and commercial programs.

·     Led Refreshment, Spirits and Cider market analysis, identifying long term category opportunities and profit potential.  Secured organizational alignment to prioritize Cider category penetration.

·     Leveraged research initiatives to reposition Growers Cider brand and leveraged insights to build innovation, renovation, packaging format and consumer communication plans.

·     Achieved ICB category leadership by leading the development and execution of a long-term strategic plan and segmentation strategy, delivering projected 5-year volume, share and profit targets.

·     Identified and implemented Core vs. Popular brand strategic priorities to prioritize planning, resource allocation and execution to efficiently accelerate sales, profit, and market share growth.

·     Working in partnership with a cross functional innovation team, collaborated to identify white space market opportunities, led brand concept development, consumer research planning and innovation commercialization.

·     Championed innovation, renovation and communication efforts and working collaboratively with Sales developed a go to market plan growing Jackson-Triggs to achieve a 2 million-case milestone and become the largest domestic wine brand in Canada.

·     Leveraged category and consumer insights to develop a 3-year innovation roadmap and communication plan driving Bodacious to become fastest growing brand within the ICB category.

·     Partnered with Operations to deliver +$1.3 million in total portfolio cost savings by identifying production synergies and packaging innovation and renovation opportunities.

PORTFOLIO MARKETING MANAGER – Premium & Popular (ICB) Wines Portfolio

2010 – 2012

GlaxoSmithKline, Mississauga, ON



Nestlé Canada & Purina Pet Care Division, Toronto, ON

2003 – 2009


MARKETING MANAGER – Nescafé Specialty Coffee Portfolio

BRAND MANAGER – High Value Brands:  Friskies & Beneful


Wrigley Canada, Inc., Toronto, ON

1999 – 2003




  • Change Management
  • Commercial Planning
  • Innovation and Renovation Deployment
  • Insights
  • Long Term Portfolio Planning
  • Marketing & Communication Strategy
  • People Leadership
  • Pricing Optimization


Sept 1995 - April 1999

Bachelor of Commerce, Honours, Marketing Major at McMaster University

  • Updated 3 months ago

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