Enrique Roca Iranzo

As Export General Manager of this highly dynamic catalonian company, my personal contribution to the results comes from: Command strategic focus shift from mature markets to emerging economies throughout Asia and Latam regions Establishing new own-brand distribution networks reducing exposure to private labels and OEM labels Despite global recession scenario, I managed to make export department sales grow by 5% in 2010

Leading the five-year strategy review process in order to define new country delivery plans and new business priorities in terms of geographic focus and market segmentation. Expansion strategy of the Castrol brand through the creation of a franchise system, “Bikezone”, and of flagship workshops, “Bikepoints”.. Launching this company’s first global campaign "Trizone Technology"

Re-launching in Brazil of the GTX brand, the most important brand in the Castrol portfolio. We achieved a 15% price increase thanks to the differentiation created by the technological improvement of the product. Rationalisation of the range of products thus providing ourselves with a more competitive cost structure. Launching in Mexico of the new product GTX Alto Kilometraje (High Mileage).

Our sales to hypermarkets increased by 35% thanks to the implementation of category management programmes. We helped Carrefour to create the “drivers area” thus contributing to the growth of the automotive category in all its centres. In this price deflationary period it was very important to contain the cost structure, which made it difficult to increase coverage. Therefore I created a department of sales via distributors that quickly brought an increase in our sales coverage.

I managed to renew the recommendation agreement with BMW Iberica. As a result of this at the end of the second year we reached a market penetration of 75% in the BMW network. I signed the recommendation agreement with Rover España, which immediately enabled us to increase our sales by 25%. I created an innovative system of customer loyalty by implementing a three-year guarantee on mechanical pieces when using the lubricant Mobil 1.