speaker-0: Hello everyone and welcome to the Spikes Excitement Talk. ⁓ today it's my pleasure to welcome Ivan Reyes. He has quite a role ⁓ at Bayersdorf. He's VP Derma Emerging Markets in Dubai and already on quite a stint at Bayersdorf. Over a decade, man. ⁓ from Mexico to Dubai as well. ⁓ before that at GSK. ⁓ also Laboratorios Dermatologicos Darier. And Pierre Fabri and Bayer. Was that half correct?
speaker-1: Exactly, you did perfectly. Perfect. ⁓
speaker-0: thank you so much. ⁓ it's a pleasure to welcome you.
speaker-1: Thank you, thank you Gordon for having me here with you.
speaker-0: So tell me, what's keeping you busy these days?
speaker-1: Okay, well, what's keeping them busy? Many things, of course, currently, as you know, particularly this season is the close of the year. So, course, working to ensure that we will close the year as we're expecting, despite the changes that we have been facing this year. You know, the economic situation, the conflicts around the region. many things are happening this year. So... but we are very confident in closing the year positive. And of course now planning already the 2027 because the 2027 is around the corner. So exactly.
speaker-0: There's no hiding. Excellent. And then in general, more in general, what does your role by a stuff entail? What does VP Dhamma emerging markets mean?
speaker-1: Yeah, okay. Thank you. Very nice question. So I'm currently responsible of our derma business. In BioErdot, we have ⁓ different areas. So we have our biggest brand that is Nivea, that is a cosmetic and massive brand, right? And we have the derma brand that is Eucerin. And Eucerin is our derma cosmetic brand. So what does derma cosmetic means? It's something that really have, it's in middle of... between a medicament and a cosmetic, right? Because these things that really have therapeutic effects for many dermatological problems as acne, atopy dermatitis, spots, and for sure also benefits like cosmetic things like, for example, reduced wrinkles, moisturization, and all those things. So I'm responsible for usurping. When we are talking about I'm responsible for usurping brand. And when we are talking about emerging markets, emerging markets is a big region for us, represents, I would say, all Africa, Middle East, but also includes Asia Pacific and ⁓ Latin America. So it's a big region. So at the end, I'm responsible to really ensure the strategy, the global strategy also, how to rolling out on all these different countries and ensuring that it's aligned with that. our expectations in terms of strategy alignment.
speaker-0: And I think I mean, you coming from Mexico originally and now being in Dubai, there's there's also probably lots of cultural learning.
speaker-1: Yes, totally.
speaker-0: Tell me about that.
speaker-1: No, totally. course, I mean, here in Bayardor of my career, particularly in Mexico, of course, ⁓ in the marketing area as well. So, of course, since then, I have different roles in Bayardor, particularly after being Mexico, I also took responsibility to all Latin America. And it was very interesting also because of course, despite, we call it everything Latin American because excluding Brazil is everybody speak Spanish. That doesn't mean that it's exactly the same, you know, I would say culture that we have. every country have, you know, their particularities, you know, the people, customs, many, many things that you can find there. But it has been very, very interesting also to know all those countries. And it started to work in, and the main challenge is how you create, you know, a good strategy that really work for all the different countries, but at the same time that the countries can really adapt locally to make it even more valuable strategy, right? So it was very interesting. And I will say this was my first step in start to have different learnings from different countries, of course, ⁓ different. I would say people, ideas, ⁓ insights. Also, for example, countries like Brazil that currently in my business, Brazil is one of the biggest countries in the world in terms of skincare, right? And we will say, we'll say actually everything that works in Brazil can work everywhere, right? So yes, because when we are talking about the skincare, they really have this, you know, they really take care of their skin. So, so. is people that really has the culture of the skincare that is not so as trending in another countries like, you know, when you go also to even Mexico, can tell you, skincare penetration start after the pandemic and during the pandemic, it's starting to increase a lot, but it's not so high as a countryside Brazil. Another very interesting is for example, Chile. Chile for me was a ⁓ high surprise because ⁓ Chilean people really take care of lot of the skin. It's one of the country with the highest penetration in terms of skin cares. When we compare Chile, it's at the same level as France, for example, right? So it's a population of 20 million euros, but the size of the market is bigger than many other countries like, I can tell you, for example, the countries like even... Argentina, Colombia, when we see the consumption per capita in Chile, it's times bigger than countries like Mexico or bigger like countries like even for example, Germany, right? that's very interesting. But then of course, after that, when I arrived here, also starting to come from Mexico, Latin America to Dubai and starting to... also know about other different regions like ⁓ Africa, Middle East, ASEAN, also ASEAN Pacific, for example, in the case of countries like Thailand, right, that it's amazing. You know how they really take care of their skin is ⁓ even, I would say, if Brazil, I was thinking that was one of the biggest one when you go to this part of the world and you starting to see another country like, for example, Thailand. You see that there are countries even with, you know, the highest penetration than Brazil, people that are using around six, seven, even eight products per day in their face, right? So you can imagine. So you can imagine. And the culture, of course, very different. The people that are looking for this have this brightening, skin rejuvenation. So they get a lot of... skins. and at the same time here, for example, Africa, in the case of South Africa, where you have, of course, different people, where also the relevance of the skin of color people that you really need to offer them as well, ⁓ particular ⁓ products for their skin that they are always looking for. So, has been very, for me, I would say very fruitful. right, to have all these different interactions, different knowledge, different cultures, ⁓ different countries, different ethnicities that also, you know, can give you a perspective, more, I would say more global perspective what exactly, you know, people are needed. But something that is interesting is at the same time, when we discuss particularly of derma products, It's interesting because, you know, everybody in every country, in every region can suffer for acne, for atopic dermatitis, for the spot. So it's a skin problem that happens everywhere, right? So this is the good part. At the end of the day, when we're taking in products, we develop products that really can adapt to all the different needs. And also one product can really become global because it's a solution for a really skin problem. Different when you are looking more something more related to your culture. Here is not like that. Here is I have a skin problem. I need something that solve my skin problem. And this is where the dermatologist become very relevant. And the dermatologist always are treating every day these kind of patients that have an acne problem. atopid dermatitis, psoriasis, spots, you know. And also the dermatology is starting to really develop, you know, this space of finite, a very nice space, also not only treating skin problems, also giving an offering, you know, aesthetic procedures to the consumers, right? And people are starting to look also for these benefits as well, you go to the dermatologist. for have improved their skin quality and look better. For that reason, now the aesthetic procedures are also starting to get a boom, not everywhere. And at the same time, also as a derma brand, we should be there together with them because at the end of the day, also the dermatologist is our main partner. But we need to bring them solutions that really... ensures that they are offering the right therapy and the right treatment for their patients.
speaker-0: So let's go back a little to the beginning. how did you get into marketing in the first place and then into Dava products?
speaker-1: This is ⁓ an interesting question. I I did a bachelor in marketing, right? So that was my career. And of course, in that moment, it's in the beginning when I was studying marketing, I say, okay, I want to be a marketing, a marketer, right? So in the way that I was starting to do or thinking about it, about that. But the interesting part is my first, very first job. was in a pharma company, Bayer, as you were saying, and in detailing and in the sales parts. So it was very funny because I started to work as a detailer, doing these detailing calls, visiting the doctors, showing and presenting our products. And in that moment, I was managing totally different products, products for blood pressure, products for antibiotics, electrical dysfunction. many, many products that are totally different from the current business that I have. But something interesting is I started to do this. And particularly in the pharma company, you can see how relevant can be the detailing teams. The detailing teams at the end of the day, all the medical representatives are who really show how to manage a medicament. Because the point is always in the schools, how to treat a problem, a disease. learn. However, who really teach them the new products and how to use these products are the companies. And the companies are pharmaceutical companies. And in this case, the companies, what they normally use to do is just the retailer, train them very well in order to have a very nice conversation with the doctors, despite sometimes they are not doctors. have a very, very good training to really teach the doctors how to manage the different products that we are launching to the market. Whether, you know, are those that they need to give to the patients, the secondary effects that can present, avoid interaction with other medicaments. All those things is the detailer who teach to the doctors how to manage. So it's in the way that you're starting to learn. And it was very interesting for me. just the firm aside and very interesting the way that you were communicated marketing. No, because at the beginning when I was in my career, I was thinking, OK, I want to do, you know, the big campaign, you know, go to the TV, create advertisement, you know, consumer campaigns, massive things. This is always your dream in that moment when you are studying and when you are thinking in marketing, communication and all those things. But when I start to do this, that is where very specific doing this kind of marketing. Have a detailer go to their office and the detailer should do the communication directly with the the doctor because in those cases, for example, antibiotics and many things are forbidden to do open communication because should be through prescription. You can buy the produce. No, you are not allowed. What's very interesting and really like me. But then after that, another company was well after three years there. another company, PureFab, was there and they were looking for marketing training to do two things, to bring a new brand to Mexico and at the same time also to support the current business that they were managing in that moment. So I decided to go to PureFab for this opportunity that they offered to me. But the interesting part is PureFab has a Derma and the main business is a Derma division, Derma Cosmetic division, and is where I started to work with derma cosmetic products. What was the interesting part for me is, as I told you, Derma Cosmetic also are doing these things to visit the doctor, visit the dermatologist, doing the detailing call, teaching to the doctor how to manage your products and trigger. But at the same time, the interesting part of these derma products is also you are doing direct communication, direct to consumers. True. In the point of sales, have also, you know, in the point of sales communication, the advisors, now the digital media, you are able also to manage direct communication with the consumers, which for me was very interesting because I have the best of the two things that I really like. Starting to work with, you know, direct to consumer communication with different platforms and nowadays digital that is becoming more relevant. But at the same time, keeping this very interesting part of the business that is go to the dermatologist, have this partnership, bring solutions to the dermatologist that really can also treat, you know, their patients. Because at the end of the day, one of our, for me, one of the most important things of these jobs is at the end of the day, your skin is your presentation card, say, no? When you know someone, the first thing is this person look to you. So when people are having skin problem visually, like acne problem, even for example spots, becomes something very bothering for them. And really in terms of emotional, the emotional part is so, so, so strong here because can really even depress people, right? So when you think this solution to the... to the doctors and you help them treat their patients, you really change people's lives as well. So this is the interesting part. But at the same time, working now with many, and I can tell you now in the digital platforms that now has become the main contact with the consumers, also have this approach through different campaigns direct to consumer having this opportunity to. reach those consumers that maybe they don't have a big issue, right, or a big skin issue, but they really want to have a healthy skin. And they don't have a problem to go to a dermatologist, but they are looking at a healthier skin. So also you have the opportunity to, you know, be closer to this consumer as well. So that's in the way that I start, I start there in PeerFab. Then of course, after PeerFab, I was working in GSK also with dermatological products. I'm from GSK, I came to Bayardorf and now in Bayardorf I have already 12 years working already.
speaker-0: So i i on that path to dermatology, because ⁓ one can sense you're super deep into it, ⁓ were there people who had an extraordinary influence on your career?
speaker-1: ⁓ That's a question. would say, well, some of my voices that I have during my professional career and in the different companies, I can tell you I feel proud of the voices that I have because all of them really has been essential in many of the things that I have been learning. So I would say particularly since my voices, for example, I remember perfectly when I started to work ⁓ in Perfab particularly. One of them gave me the chance to take the responsibility of a full detailing team, becoming a leader of a team without any expertise. And he was able to also to guide me, but also give me the trust, right? And this was something that was very important for me because it was one of the first time that I was able to manage people. And despite people... Many of them, for example, even, you know, I can tell you older but not older, with more experience than me. It was very challenging but at the end of the day trust helped me also to really face these ⁓ challenges and I started to really learn how to manage people. But on the other hand, on the other side, it's a... I have another boss, for example, in that year, GSK, that also gave me the chance also, always pushed me to bring better concepts, to push me to bring different things and how to really convince not only the dermatologist, the consumer, the mess, how to position in a product. Particularly when I was, for example, in that year, it was a lot of development marketing, not only It was a local company. was not only, you know, operational marketing, a lot of development marketing. So this particular was to do the things better, right? To get out of my comfort zone, right? And to see, you know, look for more opportunities, but basing, for example, really do better analysis, understand, have better insight from the consumer, better insight for pathologies and then bring proposals that really can make sense and be more powerful in terms of strategy. So I would say, my current bosses as well. So I would say it is in my career, my bosses, you know, that I have have really are super relevant and important because they always teach me. very nice things that I took all of them and I try to not only learn the good things also learn maybe the things that I didn't want to do as a boss and this is always take the good things to continue doing and trying to improve even doing better but also learning what maybe ⁓ I wouldn't like as a boss or what my boss do it with me, so to avoid to do that with also with my with my teams, no? This is something important and relevant. And then also last but not least also some of my bosses currently here in Bayer Lodorf also give me a chance to develop my career. You know, outside of Mexico that also give me a lot of opportunities to really develop myself. in the current role that I'm here, right? So I will say my bosses that once the second part of course, many members of my teams, I always say, right? For me, my philosophy is maybe you are not the best in many things because you are not the know everything, But something that I always try is to find in my teams, you know, the best people. that really depend on the area is someone that is for medical management, is someone for brand management, is someone for shop and customer marketing, trade, whatever, is trying to find the best ones. Because at the end of the day, I always say, if you have an idea of what exactly you want, and you find the person that really know how to execute and how to go further in the different areas, you will have the success that you are expecting. And as I was, this is something that for me, and I have many people in my different teams that really also, I learned a lot of them because as I say, the various, they are better than me, but also they show me how to improve or things even better. This is ⁓ super relevant, super important.
speaker-0: Running out of time as always, what's exciting you about the future?
speaker-1: Well, I mean, I think in the future for me, I'm currently here in Bayardorf. Bayardorf gave me the opportunity to still develop in my career. And for me, my future or in the way that I see is continue this journey, right? I mean, of course, until Bayardorf really allowed me, right? But the important part for me is still you know, continue learning from different ⁓ cultures, different people. It's something that really passionately have these learnings. But for me, now that the world is changing a lot, now with the AI, with many things that are coming, right? So definitely in the way that we should start, or actually we are starting to do marketing is totally different from the way that we used to do it, right? And everything will change now. So for me, the future is really have the opportunity to learn to take, you know, well, to learn the new ways that are coming to really be closer to the consumers, right? To learn how the new ways to really develop marketing. And that myself, with trends, because it's important also, because it's not just that, right? So that's ⁓ for me the future. No, it's still, you know, working and learning my current ⁓ career and even my current responsibilities to the new challenge that we're facing and also to the new trends in terms of technology, marketing strategies and of course to the consumer new needs insights that are coming now. That's for me the important part.
speaker-0: Thank you so much. I think there's a clear path of learning, learning, learning coming through this conversation. Thank you so much, Ivan. That was really enjoyable.
speaker-1: Thank you very much, Gordon. And thank you for the space.
speaker-0: Thank you.
speaker-1: Exactly, you did perfectly. Perfect. ⁓
speaker-0: thank you so much. ⁓ it's a pleasure to welcome you.
speaker-1: Thank you, thank you Gordon for having me here with you.
speaker-0: So tell me, what's keeping you busy these days?
speaker-1: Okay, well, what's keeping them busy? Many things, of course, currently, as you know, particularly this season is the close of the year. So, course, working to ensure that we will close the year as we're expecting, despite the changes that we have been facing this year. You know, the economic situation, the conflicts around the region. many things are happening this year. So... but we are very confident in closing the year positive. And of course now planning already the 2027 because the 2027 is around the corner. So exactly.
speaker-0: There's no hiding. Excellent. And then in general, more in general, what does your role by a stuff entail? What does VP Dhamma emerging markets mean?
speaker-1: Yeah, okay. Thank you. Very nice question. So I'm currently responsible of our derma business. In BioErdot, we have ⁓ different areas. So we have our biggest brand that is Nivea, that is a cosmetic and massive brand, right? And we have the derma brand that is Eucerin. And Eucerin is our derma cosmetic brand. So what does derma cosmetic means? It's something that really have, it's in middle of... between a medicament and a cosmetic, right? Because these things that really have therapeutic effects for many dermatological problems as acne, atopy dermatitis, spots, and for sure also benefits like cosmetic things like, for example, reduced wrinkles, moisturization, and all those things. So I'm responsible for usurping. When we are talking about I'm responsible for usurping brand. And when we are talking about emerging markets, emerging markets is a big region for us, represents, I would say, all Africa, Middle East, but also includes Asia Pacific and ⁓ Latin America. So it's a big region. So at the end, I'm responsible to really ensure the strategy, the global strategy also, how to rolling out on all these different countries and ensuring that it's aligned with that. our expectations in terms of strategy alignment.
speaker-0: And I think I mean, you coming from Mexico originally and now being in Dubai, there's there's also probably lots of cultural learning.
speaker-1: Yes, totally.
speaker-0: Tell me about that.
speaker-1: No, totally. course, I mean, here in Bayardor of my career, particularly in Mexico, of course, ⁓ in the marketing area as well. So, of course, since then, I have different roles in Bayardor, particularly after being Mexico, I also took responsibility to all Latin America. And it was very interesting also because of course, despite, we call it everything Latin American because excluding Brazil is everybody speak Spanish. That doesn't mean that it's exactly the same, you know, I would say culture that we have. every country have, you know, their particularities, you know, the people, customs, many, many things that you can find there. But it has been very, very interesting also to know all those countries. And it started to work in, and the main challenge is how you create, you know, a good strategy that really work for all the different countries, but at the same time that the countries can really adapt locally to make it even more valuable strategy, right? So it was very interesting. And I will say this was my first step in start to have different learnings from different countries, of course, ⁓ different. I would say people, ideas, ⁓ insights. Also, for example, countries like Brazil that currently in my business, Brazil is one of the biggest countries in the world in terms of skincare, right? And we will say, we'll say actually everything that works in Brazil can work everywhere, right? So yes, because when we are talking about the skincare, they really have this, you know, they really take care of their skin. So, so. is people that really has the culture of the skincare that is not so as trending in another countries like, you know, when you go also to even Mexico, can tell you, skincare penetration start after the pandemic and during the pandemic, it's starting to increase a lot, but it's not so high as a countryside Brazil. Another very interesting is for example, Chile. Chile for me was a ⁓ high surprise because ⁓ Chilean people really take care of lot of the skin. It's one of the country with the highest penetration in terms of skin cares. When we compare Chile, it's at the same level as France, for example, right? So it's a population of 20 million euros, but the size of the market is bigger than many other countries like, I can tell you, for example, the countries like even... Argentina, Colombia, when we see the consumption per capita in Chile, it's times bigger than countries like Mexico or bigger like countries like even for example, Germany, right? that's very interesting. But then of course, after that, when I arrived here, also starting to come from Mexico, Latin America to Dubai and starting to... also know about other different regions like ⁓ Africa, Middle East, ASEAN, also ASEAN Pacific, for example, in the case of countries like Thailand, right, that it's amazing. You know how they really take care of their skin is ⁓ even, I would say, if Brazil, I was thinking that was one of the biggest one when you go to this part of the world and you starting to see another country like, for example, Thailand. You see that there are countries even with, you know, the highest penetration than Brazil, people that are using around six, seven, even eight products per day in their face, right? So you can imagine. So you can imagine. And the culture, of course, very different. The people that are looking for this have this brightening, skin rejuvenation. So they get a lot of... skins. and at the same time here, for example, Africa, in the case of South Africa, where you have, of course, different people, where also the relevance of the skin of color people that you really need to offer them as well, ⁓ particular ⁓ products for their skin that they are always looking for. So, has been very, for me, I would say very fruitful. right, to have all these different interactions, different knowledge, different cultures, ⁓ different countries, different ethnicities that also, you know, can give you a perspective, more, I would say more global perspective what exactly, you know, people are needed. But something that is interesting is at the same time, when we discuss particularly of derma products, It's interesting because, you know, everybody in every country, in every region can suffer for acne, for atopic dermatitis, for the spot. So it's a skin problem that happens everywhere, right? So this is the good part. At the end of the day, when we're taking in products, we develop products that really can adapt to all the different needs. And also one product can really become global because it's a solution for a really skin problem. Different when you are looking more something more related to your culture. Here is not like that. Here is I have a skin problem. I need something that solve my skin problem. And this is where the dermatologist become very relevant. And the dermatologist always are treating every day these kind of patients that have an acne problem. atopid dermatitis, psoriasis, spots, you know. And also the dermatology is starting to really develop, you know, this space of finite, a very nice space, also not only treating skin problems, also giving an offering, you know, aesthetic procedures to the consumers, right? And people are starting to look also for these benefits as well, you go to the dermatologist. for have improved their skin quality and look better. For that reason, now the aesthetic procedures are also starting to get a boom, not everywhere. And at the same time, also as a derma brand, we should be there together with them because at the end of the day, also the dermatologist is our main partner. But we need to bring them solutions that really... ensures that they are offering the right therapy and the right treatment for their patients.
speaker-0: So let's go back a little to the beginning. how did you get into marketing in the first place and then into Dava products?
speaker-1: This is ⁓ an interesting question. I I did a bachelor in marketing, right? So that was my career. And of course, in that moment, it's in the beginning when I was studying marketing, I say, okay, I want to be a marketing, a marketer, right? So in the way that I was starting to do or thinking about it, about that. But the interesting part is my first, very first job. was in a pharma company, Bayer, as you were saying, and in detailing and in the sales parts. So it was very funny because I started to work as a detailer, doing these detailing calls, visiting the doctors, showing and presenting our products. And in that moment, I was managing totally different products, products for blood pressure, products for antibiotics, electrical dysfunction. many, many products that are totally different from the current business that I have. But something interesting is I started to do this. And particularly in the pharma company, you can see how relevant can be the detailing teams. The detailing teams at the end of the day, all the medical representatives are who really show how to manage a medicament. Because the point is always in the schools, how to treat a problem, a disease. learn. However, who really teach them the new products and how to use these products are the companies. And the companies are pharmaceutical companies. And in this case, the companies, what they normally use to do is just the retailer, train them very well in order to have a very nice conversation with the doctors, despite sometimes they are not doctors. have a very, very good training to really teach the doctors how to manage the different products that we are launching to the market. Whether, you know, are those that they need to give to the patients, the secondary effects that can present, avoid interaction with other medicaments. All those things is the detailer who teach to the doctors how to manage. So it's in the way that you're starting to learn. And it was very interesting for me. just the firm aside and very interesting the way that you were communicated marketing. No, because at the beginning when I was in my career, I was thinking, OK, I want to do, you know, the big campaign, you know, go to the TV, create advertisement, you know, consumer campaigns, massive things. This is always your dream in that moment when you are studying and when you are thinking in marketing, communication and all those things. But when I start to do this, that is where very specific doing this kind of marketing. Have a detailer go to their office and the detailer should do the communication directly with the the doctor because in those cases, for example, antibiotics and many things are forbidden to do open communication because should be through prescription. You can buy the produce. No, you are not allowed. What's very interesting and really like me. But then after that, another company was well after three years there. another company, PureFab, was there and they were looking for marketing training to do two things, to bring a new brand to Mexico and at the same time also to support the current business that they were managing in that moment. So I decided to go to PureFab for this opportunity that they offered to me. But the interesting part is PureFab has a Derma and the main business is a Derma division, Derma Cosmetic division, and is where I started to work with derma cosmetic products. What was the interesting part for me is, as I told you, Derma Cosmetic also are doing these things to visit the doctor, visit the dermatologist, doing the detailing call, teaching to the doctor how to manage your products and trigger. But at the same time, the interesting part of these derma products is also you are doing direct communication, direct to consumers. True. In the point of sales, have also, you know, in the point of sales communication, the advisors, now the digital media, you are able also to manage direct communication with the consumers, which for me was very interesting because I have the best of the two things that I really like. Starting to work with, you know, direct to consumer communication with different platforms and nowadays digital that is becoming more relevant. But at the same time, keeping this very interesting part of the business that is go to the dermatologist, have this partnership, bring solutions to the dermatologist that really can also treat, you know, their patients. Because at the end of the day, one of our, for me, one of the most important things of these jobs is at the end of the day, your skin is your presentation card, say, no? When you know someone, the first thing is this person look to you. So when people are having skin problem visually, like acne problem, even for example spots, becomes something very bothering for them. And really in terms of emotional, the emotional part is so, so, so strong here because can really even depress people, right? So when you think this solution to the... to the doctors and you help them treat their patients, you really change people's lives as well. So this is the interesting part. But at the same time, working now with many, and I can tell you now in the digital platforms that now has become the main contact with the consumers, also have this approach through different campaigns direct to consumer having this opportunity to. reach those consumers that maybe they don't have a big issue, right, or a big skin issue, but they really want to have a healthy skin. And they don't have a problem to go to a dermatologist, but they are looking at a healthier skin. So also you have the opportunity to, you know, be closer to this consumer as well. So that's in the way that I start, I start there in PeerFab. Then of course, after PeerFab, I was working in GSK also with dermatological products. I'm from GSK, I came to Bayardorf and now in Bayardorf I have already 12 years working already.
speaker-0: So i i on that path to dermatology, because ⁓ one can sense you're super deep into it, ⁓ were there people who had an extraordinary influence on your career?
speaker-1: ⁓ That's a question. would say, well, some of my voices that I have during my professional career and in the different companies, I can tell you I feel proud of the voices that I have because all of them really has been essential in many of the things that I have been learning. So I would say particularly since my voices, for example, I remember perfectly when I started to work ⁓ in Perfab particularly. One of them gave me the chance to take the responsibility of a full detailing team, becoming a leader of a team without any expertise. And he was able to also to guide me, but also give me the trust, right? And this was something that was very important for me because it was one of the first time that I was able to manage people. And despite people... Many of them, for example, even, you know, I can tell you older but not older, with more experience than me. It was very challenging but at the end of the day trust helped me also to really face these ⁓ challenges and I started to really learn how to manage people. But on the other hand, on the other side, it's a... I have another boss, for example, in that year, GSK, that also gave me the chance also, always pushed me to bring better concepts, to push me to bring different things and how to really convince not only the dermatologist, the consumer, the mess, how to position in a product. Particularly when I was, for example, in that year, it was a lot of development marketing, not only It was a local company. was not only, you know, operational marketing, a lot of development marketing. So this particular was to do the things better, right? To get out of my comfort zone, right? And to see, you know, look for more opportunities, but basing, for example, really do better analysis, understand, have better insight from the consumer, better insight for pathologies and then bring proposals that really can make sense and be more powerful in terms of strategy. So I would say, my current bosses as well. So I would say it is in my career, my bosses, you know, that I have have really are super relevant and important because they always teach me. very nice things that I took all of them and I try to not only learn the good things also learn maybe the things that I didn't want to do as a boss and this is always take the good things to continue doing and trying to improve even doing better but also learning what maybe ⁓ I wouldn't like as a boss or what my boss do it with me, so to avoid to do that with also with my with my teams, no? This is something important and relevant. And then also last but not least also some of my bosses currently here in Bayer Lodorf also give me a chance to develop my career. You know, outside of Mexico that also give me a lot of opportunities to really develop myself. in the current role that I'm here, right? So I will say my bosses that once the second part of course, many members of my teams, I always say, right? For me, my philosophy is maybe you are not the best in many things because you are not the know everything, But something that I always try is to find in my teams, you know, the best people. that really depend on the area is someone that is for medical management, is someone for brand management, is someone for shop and customer marketing, trade, whatever, is trying to find the best ones. Because at the end of the day, I always say, if you have an idea of what exactly you want, and you find the person that really know how to execute and how to go further in the different areas, you will have the success that you are expecting. And as I was, this is something that for me, and I have many people in my different teams that really also, I learned a lot of them because as I say, the various, they are better than me, but also they show me how to improve or things even better. This is ⁓ super relevant, super important.
speaker-0: Running out of time as always, what's exciting you about the future?
speaker-1: Well, I mean, I think in the future for me, I'm currently here in Bayardorf. Bayardorf gave me the opportunity to still develop in my career. And for me, my future or in the way that I see is continue this journey, right? I mean, of course, until Bayardorf really allowed me, right? But the important part for me is still you know, continue learning from different ⁓ cultures, different people. It's something that really passionately have these learnings. But for me, now that the world is changing a lot, now with the AI, with many things that are coming, right? So definitely in the way that we should start, or actually we are starting to do marketing is totally different from the way that we used to do it, right? And everything will change now. So for me, the future is really have the opportunity to learn to take, you know, well, to learn the new ways that are coming to really be closer to the consumers, right? To learn how the new ways to really develop marketing. And that myself, with trends, because it's important also, because it's not just that, right? So that's ⁓ for me the future. No, it's still, you know, working and learning my current ⁓ career and even my current responsibilities to the new challenge that we're facing and also to the new trends in terms of technology, marketing strategies and of course to the consumer new needs insights that are coming now. That's for me the important part.
speaker-0: Thank you so much. I think there's a clear path of learning, learning, learning coming through this conversation. Thank you so much, Ivan. That was really enjoyable.
speaker-1: Thank you very much, Gordon. And thank you for the space.
speaker-0: Thank you.
