User talk:Guillermosainz/javier

Javier Sanchez Lamelas
Javier Sanchez Lamelas (born November 22, 1962) is a marketing executive and author. He led the strategic thinking and the team that launched Coca-Cola Zero worldwide and drove the implementation of Every Bottle Has a Story, Open Happiness and Choose Happiness campaigns.

Early life and education
Javier was born in Santander, Cantabria, the son of Teresa and Javier, a magistrate at the Supreme Court of Spain. He graduated at University of Navarra School of Law in Pamplona, Spain and later pursued an MBA from IESE which he completed in Barcelona in 1988.

Career
Sanchez Lamelas started his marketing career in P&G in Madrid with jobs of increasing responsibility in Athens and Brussels (P&G European Headquarters). In 1996 he moved to The Coca-Cola Company in Vienna and later on to Spain as Marketing Director for the Iberian Division. In 2000 he was appointed Marketing Director for North Europe and General Manager for the Baltic region & Sweden. In 2003 he moved to Atlanta as Global Vice-president of Marketing for Coca-Cola. In 2007 he was named Vice-president of Marketing for Latin America and later on - in 2013 - he head the marketing of The Coca-Cola Company in Europe. .

Javier led the strategic thinking and the team that launched Coca-Cola Zero worldwide. He also crafted the Marketing Factory way of working: a radically different way of producing high quality marketing programs that brought to life many the most iconic campaigns of Coca-Cola in recent years. In 2014 he developed the Masterbrand thinking, leading to the implementation of Choose Happiness campaign. He also led the thinking and development of the Dynamic Resource Allocation aiming to increase marketing ROI. Javier currently resides in London where he is Founder and CEO of Top Line Marketing Consulting.

Personal life
Sanchez Lamelas is married to Margarita Ylla, an economist who worked at WPP plc London with whom he has three children: Javier, Celia and Andres.

Portrayal in media
His marketing was awarded with 24 Lions in Cannes Lions that were key to the nomination of The Coca-Cola Company as Advertiser of the Year in 2013 as well as the recognition by El Sol (festival) award as Advertiser of the Decade. He also developed the most voted Super Bowl creative by the NFL in 2012.

Books
In September 2016 Sanchez Lamelas authored Martketing, a book that exposes the marketing secrets and arts learnt from his experiences at P&G and Coca-Cola and offers a framework to apply them to your own brand. It explores the core beliefs and principles that worked across different cultures and fast-changing environments to build these brands, through a combination of research, theory and real-life experience.