His professional journey spans sectors such as Fast-Moving Consumer Goods (FMCG)—including food, alcoholic beverages, and soft drinks—as well as Business-to-Business (B2B) industrial firms. These varied experiences have shaped his comprehensive approach to business, equipping him with a unique perspective on market dynamics and the ability to craft strategies that drive growth and sustainability.
As the CMO of Grupo Herdez, Mondragón oversees eight food and beverage brands across 12 categories. This role has deepened his expertise in the FMCG sector, providing him with a hands-on understanding of consumer behavior and market demands. His focus extends beyond increasing product penetration and consumption; he is dedicated to forging emotional connections between consumers and brands. According to Mondragón, such connections amplify a brand’s power and presence, turning it into a trusted part of consumers’ lives.
Strategic Communication and Leadership
At Grupo Herdez, Mondragón’s communication strategies are anchored in two core principles. First, a profound understanding of the target market’s needs and desires is prioritized, ensuring that campaigns resonate deeply with consumers. Second, every advertising effort aligns with a clear brand purpose, which maintains the authenticity and integrity of the brand’s identity. This strategic alignment has positioned Grupo Herdez’s brands as leaders in their categories, earning accolades such as the prestigious EFFIE Awards.
Addressing Industry Challenges
Mondragón identifies increasing competition as a critical challenge in the Food & Beverage (F&B) industry. With the rise of innovative startups and well-informed, selective consumers, maintaining brand relevance requires purposeful innovation. He emphasizes the importance of agility, data-driven decision-making, and resource optimization to navigate this competitive landscape. By keeping a close eye on consumer trends and adopting a long-term vision, Mondragón ensures that Grupo Herdez remains at the forefront of the industry.
Harnessing Technology for Competitive Advantage
Technology plays a pivotal role in Grupo Herdez’s success. The company leverages insights from external market research, clients, and internal systems like Enterprise Resource Planning (ERP) to stay competitive. Mondragón underscores the importance of continuously updating and refining data to ensure accurate and timely decision-making. He also offers practical advice for other F&B firms looking to adopt marketing technologies:
1. Understand the Business Model: Every company’s needs are unique, and technology solutions must align with organizational culture, leadership, and goals.
2. Use Technology Efficiently: Sophisticated systems must deliver relevant, actionable insights to maximize their value. Underutilized tools represent missed opportunities.
Mondragón believes that technology should simplify and enhance business operations, not complicate them. For him, the ultimate test of any tool is its ability to provide agility and insights to capitalize on opportunities and address challenges.
