Jorge Bertran - Retired Partner, PURCEN, Brands & Products, LLC
Jorge is an entrepreneurial-spirited professional with more than 30 years of proven business leadership, as both a consultant and an executive, with extensive international marketing experience throughout Europe, U.S., Latin America, New Zealand and Australia. He was born in Cuba, his parents, political exiles, moved to the USA in 1960. He grew up in Miami and Puerto Rico where his parents eventually settled. He attended College Preparatory Boarding School in Puerto Rico.
Jorge holds a Master of Science MSc - International Management degree from ISCTE Business School, University of Lisbon (Lisbon, Portugal) and a Bachelor of Science, Marketing Management degree from Whitman School of Management, Syracuse University, New York. He also completed the Consultant Development Program, from the Management Centre Europe (Brussels, Belgium) and the Advanced Executive Development Program, from the London Business School, London UK. He is the author of the book, “Competencies for International Managers”.
During his early career years, he progressed through positions of increased responsibility and scope with major consumer product companies, such as Director of New Products Latin America (Coca-Cola Corporate Marketing Division, Atlanta GA), General Manager (Kraft General Foods, Argentina and Chile), Marketing & Trade Director (Colgate-Palmolive Co., Argentina, New York & San Juan PR) and Senior Product Manager, Nestle-Libby’s Company responsible for the Puerto Rican and the USA Hispanic markets.
In 1996 Jorge returned to Europe to become Managing Director of Fonterra Dairy Group (Anchor Foods), the multinational dairy cooperative owned by New Zealand dairy farmers that account for 30% of world’s dairy exports. He was based in Lisbon, Portugal, where he established and directed business operations for all non-UK consumer-branded businesses throughout Spain, France, Italy, Belgium, and the rest of Europe. In 1999 he moved to Swindon, the UK as the European Category Director, New Zealand Dairy Board. Jorge was promoted to lead the complete startup and launch of a new product line throughout several European countries while retaining full responsibility for Portuguese operations.
In 2000 Jorge returned to Portugal as Consultant and Principal of Business and Marketing Consulting Group, a private consulting practice that provided business development and marketing strategies for venture capitalists and corporations throughout Portugal, Spain, and Latin America.
In 2001 Jorge was hired as a Partner by PURCEN, Brands & Products LLC, full-service sales, and marketing agency that provide end-to-end services for clients in the consumer packaged goods industry in the Iberian Peninsula. Clients included General Mills, Palmer’s, Rapid White, and private-label companies. In that position, he was part of the team that took the organization from the ground floor and made it into a thriving distribution and marketing company with 2011 annual sales of approximately €19 million (U$25 million).
In 2015 Jorge moved with his family back to the USA. He is married to Hye Yon Pak, originally from South Korea and they have a 10-year son, Lucas.
Since 2017, Jorge is a visiting lecturer at the ISCTE Business School Graduate School, International Management Program in Lisbon, Portugal. He lectures in Cross-Cultural Management and how culture affects ethics and Corporate Social Responsibility. In 2019 Jorge was the 2019 Keynote Speaker at the 31st Annual International Academy of Business Disciplines Annual Conference in Jacksonville.