German Ruge

German Ruge has more than 23 years of marketing experience in Latin America, in both consumer goods and services and business-to-business products.

For the last 11 years, he has led a market research company that specializes in offering insight into the mind of the Latin American consumer to companies such as Coca-Cola, SABMiller, Procter & Gamble, Unilever, Chevron, Exxon Mobil, and Petrobras, among others.

Mr. Ruge’s career began in the competitive world of soft drinks at Coca-Cola, where for over nine years he and his team developed and launched products to the market. During Mr. Ruge’s tenure, sales force productivity increased and market share gained more than ten points in a highly competitive market. Later, as the marketing director for soft drinks at Bavaria (SABMiller), Mr. Ruge developed and launched the products that let Bavaria consolidate its leadership in Colombia.

Mr. Ruge has been a marketing professor for more than five years, teaching consumer behavior, strategic marketing, product development, and pricing strategies.

His passion for the innovation world led him to become part of the Strategyn Latin American team. He can be reached by e-mail.