Mexico City Metropolitan Area
As the Global Head of Insights at Industrias Tajin since 2022, I lead the development of strategic consumer and market understanding frameworks to support global brand growth. By leveraging expertise in business analytics and consumer research, our team collaborates with R&D, media, trade, and alliances to transform brand building, market reporting, and product innovation. With over 25 years in insights and marketing strategy, I focus on translating data into actionable insights and strategic recommendations to drive business growth. My mission is to empower organizational success through deep consumer understanding and innovative solutions tailored to evolving market dynamics.
Established a strategic consumer and market understanding framework to support global brand expansion. • Implemented solutions to key business questions based on market dynamics, macroeconomic situation and consumer trends to help grow the business. • Work with adjacent areas (R&D, Media, Trade, Alliances) to drive transformation in brand building, market reporting and product innovation.
Led the insights and analytics agenda for a wide range of breakfast cereal and snacks brands.
Managed the learning plan of a portfolio of brands that included global icons like Nescafe and Nespresso as well as local favorites in countries across Larin America.
Solved business issues with consumer and shopper insights for iconic brands like Johnnie Walker, Baileys, Smirnoff, Tanqueray and Captain Morgan.
Strategic planner and researcher across all of PepsiCo's Food & Beverages brands