Cosentino Group restructures its Marketing area to promote a segmented strategy oriented to the business model

Grupo Cosentino, a leading global company in the production and distribution of innovative surfaces for architecture and design, announces its new internal organization in the areas of Marketing and Communication. Within a relevant restructuring process aimed at building a more agile and efficient Cosentino, the multinational re-adjusts its Marketing area, under the direction of Damián Granados-Lorca, who will now be Global Vice President of Marketing.

The Marketing function evolves in this way with the mission of a global approach, with full market integration, in order to strengthen a horizontal structure focused on segments, and differentiating actions and strategies between the retail, professional and corporate marketing channels. Likewise, among the objectives of this area are the elevation of the Content and Social Media division, enhancing the Time-to-Market by reaching the markets with product and service proposals in a quick and differentiated way, and a greater alignment with the Cosentino’s digital strategy.

For Damián Granados-Lorca, “I am very proud and grateful that they have trusted me to continue the magnificent work that Santiago Alfonso has done for more than twenty years, where he has managed to bring Cosentino and its brands to very high levels of recognition. high. At this stage I have the great luck to be surrounded by a very professional and committed team with whom I have been working for many years. We are going to 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. Furthermore, another of the main challenges will be to consolidate the value of Design at Cosentino as a transversal axis of the company’s value proposition ”.

Graduated in Commercial Management and Marketing from ESIC Valencia and a GESCO Master from the Granada School of Management, Granados-Lorca joined Cosentino in 2002. Previously he worked at Rumbo SA as Marketing and Demand Specialist, and was part of the team at the creativity Prats & Alemán. In the Almeria multinational he has been working with different teams, being to date Image and Brand Director. Among its main achievements is its contribution to the positioning of the Silestone® brand as a world reference in its sector, the launch of Dekton®, or milestones such as the obtaining in 2011 of the first Spanish Golden Lion in the Film Craft category at the Cannes Festival for the spot “Silestone®, Above all”. Additionally, Damien has been leading Cosentino’s Interior Design team for six years, launching the Cosentino City concept globally.

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New area of ​​Communication and Corporate Reputation

For its part, the company created the new global area of ​​Corporate Communication and Reputation led by Santiago Alfonso, whose primary objective will be to raise the corporate communication function, manage Cosentino’s reputation and lead its CSR strategy. This new unit will be an integral part of the strategic decisions of the company, and will report directly to the Presidency.

“Cosentino has significantly increased its corporate brand equity in recent years. But there are still many challenges to tackle. I take on this new performance from the conviction of being immersed in a leading, highly recognized business project with a business model that is committed, through tangible actions, to innovation, sustainability and, above all, to people. It is time to bet on ethics, transparency and Social Responsibility as axes of management in companies. Working in this direction will be one of my priorities, as well as fostering our institutional relations ”, he says. Santiago Alfonso, new Vice President of Communication and Corporate Reputation.


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