October 6, 7 and 8, 2026 · 100% Online Event

2026
3 DAYS. 3 PERSPECTIVES.
📅6, 7 AND 8
OF OCTOBER
🌐100%
VIRTUAL
👥OVER 20
EXPERTS
🛒
DAY 1 · RETAILERS
Tuesday, October 6
How Latin America leading retail chains are redefining Category Management
%
DAY 2 · HARD DISCOUNT
Wednesday, October 7
The phenomenon transforming Latin American retail
👥
DAY 3 · CATEGORY INFLUENCERS
Thursday, October 8
Manufacturers leading category development in Latin America
RESERVE YOUR SPOT www.catmanlatinforum.com
Los Protagonistas del CATMAN Latin Forum 2026

Our strategic partners

The largest Latin American Category Management gathering, validated and backed by the leading experts of the discipline and the biggest retail chains and manufacturers in the region.

Programa
3 days, 3 perspectives on Category Management
October 6, 7 and 8 · 100% online · Times in Mexico (MEX), Colombia (COL), Venezuela (VEN) and Argentina (ARG)
DAY 1
RETAILERS
Tuesday, October 6
How Latin America leading retail chains are redefining Category Management

Supermarkets, wholesalers, and specialized chains will share experiences, strategies, and learnings on how to strengthen value propositions, optimize assortment, and build stronger relationships with manufacturers and shoppers.

Frédéric Gautier🇫🇷
Frédéric Gautier
CEO of ILACAD & OPENCatman
8:30MEX
9:30COL
10:30VEN
11:30ARG
Opening remarks and welcome
Brian Harris🇦🇺
Brian Harris
Creator of Category Management & CEO of IntentAI
8:45MEX
9:45COL
10:45VEN
11:45ARG
The Next Generation of AI-Driven CatMan
Manuel Gabriel🇦🇷
Manuel Gabriel
Category Management Manager at Carrefour Argentina
9:30MEX
10:30COL
11:30VEN
12:30ARG
The business behind assortment: what opportunities are we missing?
Belén Lira Villalobos🇨🇱
Belén Lira Villalobos
Head of Category Management & Layout at Salcobrand Chile
10:00MEX
11:00COL
12:00VEN
13:00ARG
From mission to discovery: when the shopping need turns out to be just the beginning
Murilo Aguila🇧🇷
Murilo Aguila
Senior Trade Marketing Manager at Hypera
Julio Mello Gomes🇧🇷
Julio Mello Gomes
VP of Education at Shop! Association Brazil
10:30MEX
11:30COL
12:30VEN
13:30ARG
Therapeutic Areas Management in Action: Reinventing Category Management through the Patient Journey
Eduardo Lara🇨🇱
Eduardo Lara
Assistant Manager of Category Management at SMU Chile
11:00MEX
12:00COL
13:00VEN
14:00ARG
The trap of having CatMan, but not operating as CatMan
DAY 2
HARD DISCOUNT
Wednesday, October 7
The phenomenon transforming Latin American retail

Colombia is one of the markets where hard discount has transformed retail most dramatically. We will analyze its evolution and the impact of this phenomenon across different Latin American countries.

Daiana Coronel V.B.🇦🇷
Daiana Coronel V.B.
Journalist & editor at Panorama Retail magazine
8:30MEX
9:30COL
10:30VEN
11:30ARG
Chronicle of discount retail in Latin America
Frédéric Gautier🇫🇷
Frédéric Gautier
CEO of ILACAD World Retail
8:40MEX
9:40COL
10:40VEN
11:40ARG
Hard Discount in Latin America & Mexico: successes and failures
Ignacio Gómez Escobar🇨🇴
Ignacio Gómez Escobar
Strategic Director of the Colombian Retail Association (ACR)
9:00MEX
10:00COL
11:00VEN
12:00ARG
Why Hard Discount has had such a big impact in Colombia
Andrés Escobar Uribe🇨🇴
Andrés Escobar Uribe
Executive Manager at Ísimo Colombia
9:30MEX
10:30COL
11:30VEN
12:30ARG
Ísimo Stores: Discounter N.0
Héctor Pinto🇬🇹
Héctor Pinto
CEO Miniso Guatemala, creator of Discount and Proximity store formats
10:00MEX
11:00COL
12:00VEN
13:00ARG
Operational demands of the Discount and Proximity format
Nahuel Avellaneda🇦🇷
Nahuel Avellaneda
Sr. Business Development Manager at Dia Argentina
10:30MEX
11:30COL
12:30VEN
13:30ARG
Operational standards and efficiency for proximity stores
Juan Pablo Congote🇵🇪
Juan Pablo Congote
General Manager of Tiendas 3A
11:00MEX
12:00COL
13:00VEN
14:00ARG
The brand as a competitive advantage in the Hard Discount model: Debunking myths and building value
DAY 3
CATEGORY INFLUENCERS
Thursday, October 8
Manufacturers leading category development in Latin America

Real cases of companies driving innovation, collaboration, and joint development with retail.

Gabriela Ortiz🇲🇽
Gabriela Ortiz
Category Management, RGM & Sales Intelligence Director, Danone
8:30MEX
9:30COL
10:30VEN
11:30ARG
From Category Manager to Category Leader
Jessica do Rosario Felipe🇧🇷
Jessica do Rosario Felipe
Category Development & Education Lead, L'Oréal CPD
9:00MEX
10:00COL
11:00VEN
12:00ARG
Loyalty that goes beyond the transaction: the Hairvolution case
Roberto Navarro🇵🇦
Roberto Navarro
Category Sales Development Leader, Nestlé Purina CAMCAR
9:30MEX
10:30COL
11:30VEN
12:30ARG
Pet Food: how to accelerate growth in a category undergoing transformation
Daniela Ramírez🇨🇴
Daniela Ramírez
CatMan & Shopper Manager, Andean Region
10:00MEX
11:00COL
12:00VEN
13:00ARG
Beyond the cream: understanding the shopper to transform the facial care category
Angela Lourenço🇧🇷
Angela Lourenço
Trade Marketing Coordinator at Lactalis Brazil
10:30MEX
11:30COL
12:30VEN
13:30ARG
How did we develop a successful GCAT case at one of the leading retailers in Brazil?
Sandra Sánchez Alarcón🇲🇽
Sandra Sánchez Alarcón
Category Leadership Manager at Conagra Brands Mexico
11:00MEX
12:00COL
13:00VEN
14:00ARG
From products to missions: redesigning moments for a mind saturated with options
Cintia Cabrera🇲🇽
Cintia Cabrera
Category Management Associate at Edgewell Personal Care Mexico
11:30MEX
12:30COL
13:30VEN
14:30ARG
Deciding with evidence: the new standard between manufacturer and retailer
📄 ACCESS THE 2022-2025 REPLAYS
Registration Section
Choose how you want to experience CATMAN Latin Forum 2026

Free Access

Ideal for those who want to follow the event live. Register here and create your free OPENCatman account to attend the presentations.

  • Access to live streams

VIP CATMAN Expert Access

The most complete CATMAN Latin Forum experience: access to live streams, recordings and presentations from the event, plus an exclusive VIP Zoom session with experts from the Latin American Category Management community.

  • Access to live streams
  • Recordings of all conferences
  • PDF presentations
  • VIP Zoom session with experts

You qualify if you meet any of these criteria:
• You are subscribed to OPENCatman PRO / Corporate User
• You work at a member company of ILACAD World Retail, ANDI Colombia, Shop Association Brasil, or a strategic partner of ATENAS Venezuela
• You hold the ILACAD Category Management Certificate
• You have been a speaker at a previous edition of CATMAN Latin Forum
• By registration: USD 99 (until September 30), USD 199 after

Do not qualify yet? register by paying, by subscribing to OPENCatman PRO

How do you want to access CATMAN Expert?

Individual Registration

Pay for your CATMAN Expert Pass with credit card now, or request an invoice to arrange payment later.

Membership Access

Your company is a member of ILACAD World Retail, ANDI Colombia, Shop Association Brasil, or a strategic partner of ATENAS Venezuela.

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About the event

Since the first edition held in Buenos Aires in 1997, ILACAD World Retail was a pioneer in Latin America in spreading Category Management best practices. Since then, CATMAN LATIN FORUM has been held in Argentina, Brazil, Chile, Colombia, Guatemala, and Mexico, and since 2022 it has been held virtually, expanding the participation of Category Management experts from across the region and the rest of the world.

Organized by
OPENCatman

Service offered by ILACAD World Retail LLC, Miami Beach, Florida, USA. www.ilacad.com Prices in USD. The USD invoice may be requested after payment once the company details have been provided. Once payment is received, we will contact the email provided to request participant names and send access details. This purchase is non-refundable.

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