Alvaro Rojas Miro Quesada, vice president of Peruvian Mass Consumption Marketing and Innovation at Alicorp, has been elected president of the National Association of Advertisers (ANDA) for the period 2024-2026.
His election reflects the experience and knowledge he has about the industry where he has more than 16 years in leadership of various platforms and categories that include food, personal care and home care at Alicorp.
Alvaro began his career at Alicorp in 2007 as Head of Brand. Subsequently, he was appointed Marketing Director in 2014 and in 2017 he moved to Brazil where he served as Marketing and Sales Director of Alicorp Brazil. Upon his return, in 2019 he led the creation of the Alicorp Corporate Innovation Laboratory, from this front he was in charge of developing new categories such as preserves, snacks and the launch of Amarás, the hair care brand designed with the Peruvian consumer. launched in September 2022 and has been gaining the preference of users.
Likewise, he has served as regional executive director of Marketing and Innovation and in 2023 he held the position of executive director of Financial Planning, Costs, Efficiencies and Investor Relations.
Throughout his career, the brands led by Alvaro have been recognized with various awards such as the Effie Perú and El Sol - Ibero-American Advertising Festival, one of the most important in the advertising industry. Likewise, they have been part of recognized rankings such as Kantar's Brand Footprint and the Brand Studies of the Arellano consulting firm, as those preferred by consumers.