Marketing Changes at Cosentino

CANTORIA, Spain — Surfaces manufacturer Cosentino Group made several changes in its worldwide and North American marketing team.

At its headquarters here, the company reorganized marketing and communication, naming new global vice presidents for each area.

Additionally, the company’s director of marketing in North America moved into a new executive position.

Damián Granados-LorcaIn Spain, Cosentino named Damián Granados-Lorca as global vice president of marketing, and Santiago Alfonso, the company’s longtime marketing director, will be vice president of communication and corporate reputation.

In reorganizing its marketing structure, the company’s goals include promotion of the content and social media division, strengthening of the time-to-market through a fast and targeted offer of products and services, and greater alignment with Cosentino’s digital strategy.

Granados-Lorca joined Cosentino in 2002, and served as director of image and brand, working with different teams. Among his main achievements are his key role in positioning the Silestone® brand, the launch of Dekton®, and winning the Golden Lion at the 2011 Cannes Film Festival in the Film Craft category for the spot “Silestone®, Above Everything Else.”

Additionally, Granados-Lorca led Cosentino’s Interior Design team for six years, launching the Cosentino City concept globally.

“We will work on a deep reorganization to consolidate our global marketing organization through a global and local strategy that positions us as leaders, both in professional groups, as well as in the final consumer,” he said. “Furthermore, the consolidation of design as a cross-cutting theme in the company value proposal will be another relevant challenge.”

Santiago AlfonsoThe new global area of Communication and Corporate Reputation, headed by Alfonso, will work to strengthen the role of corporate communication, manage Cosentino’s reputation, and lead its CSR strategy. This new business unit will be an integral part of the company’s strategic decisions, reporting directly to the company president.

“Cosentino has significantly increased its corporate brand value over the last few years,” Alfonso said. “But there are still many challenges ahead. I take on this new role with the firm conviction that I am part of a leading and highly recognized business project with a business model that is committed to innovation, sustainability and, above all, people.

“It is time to place ethics, transparency, and social responsibility at the heart of business management. Working in this direction will be one of my priorities, as well as strengthening our institutional relations.”

Alfonso joined Cosentino in 1989 and was responsible for designing the launch strategy for the Silestone® brand. Alfonso, who is a recognized expert and lecturer on topics related to marketing and the internationalization of companies, has participated in numerous conferences and events and represents the Cosentino Group at the Leading Brands of Spain Forum.

Massimo Ballucchi“I’m very proud and grateful to have been entrusted with continuing the magnificent work that Santiago Alfonso has been doing for more than twenty years, during which time he has led Cosentino and its brands to the highest levels of recognition,” added Granados-Lorca. “At this stage, I am very lucky to be surrounded by a very professional and committed team, with whom I have been working for many years.”

At Cosentino North America in Coral Gables, Fla., Massimo Ballucchi is the new vice president of the Kitchen and Bath segment.

Ballucchi moves into the position after working for the past four years as the marketing director for the company’s North American division. He will report to Brandon Calvo, COO of distribution for North America.

Ballucchi previously worked in marketing and management with Daltile/American Olean, American Marazzi Tile and Vitromex USA.

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