Whitney Velasco-Aznar

Vice President of Marketing and Board Member, Hormel Foods and MegaMex

•I am an 19-year marketing and general manager for General Mills and Cereal Partners Worldwide (CPW), the joint venture between blue-chip organizations General Mills Inc. and Nestlé SA. •I have been an expatriate for 10 years in a broad range of markets across the world including developed markets of the UK and the US as well as emerging markets of Latin America and Asia. I have worked or studied in the US, Mexico, El Salvador, South Africa, the Philippines, Spain and the UK and been to over 75 countries. •I have not only worked for General Mills (makers of Betty Crocker, Yoplait, Häagen-Dazs and Cheerios and $15 billion Fortune 500 corporation) and Nestlé (makers of Nescafe, Kit Kat and Maggi and a $70 billion company, the world’s largest food organization) but also formerly for myself as a former 25-year-old entrepreneur in San Francisco. •19 years within FMCG, I have a wide range of experience, from stealing share with big, established brands to identifying, creating and launching new products in to occupy white spaces in the market as well as designing and executing corporate promotions and health and wellness programs that service a broad portfolio of brands. •11 years innovation / renovation experience, currently leading the innovation team of five to build and execute the new products pipeline in order to deliver double-digit volume growth year-on-year. •Most recently in the UK, I am one of two marketing controllers for Cereal Partners UK who report into the head of marketing. The UK is the company’s largest region, a $560 million business, which represents 40% of the $1.5 billion JV. •I manage a $300 million business comprised of powerhouse brands Cheerios, Shreddies and the Kids portfolio of Nesquik, Golden Nuggets and Cookie Crisp as well as New Products, a team of 12 reports and oversee $100 million in spend – a $45 million marketing budget and influence a $55 million trade budget.