Geneva, Geneva, Switzerland
Senior Strategic Insights professional with 25+ years of outstanding consulting, strategy, and market research experience, from portfolio and brand optimization to consumer retention, equity building, trade understanding and micromarketing. Insightful, strategic thinker with demonstrated global, regional and in-market achievements. Recognized as an inspiring communicator, Ailec elevates consumer knowledge, identifies growth opportunities, and leads cross functional collaboration.
Working with the HQ Strategic Insights team to drive the generation of consumer-centric and commercially focused insights to strengthen our GFBs and support JTI's commercial strategies. Drive the development of marketing and trade global initiatives with the understanding of JTI’s retail partners, while increasing cross-functional and cross-market collaboration.
Worked with the Iberia Cluster in a Short-Term Assignment. Leading the Consumer Research team to generate actionable and value-driven guidance from research initiatives mainly in Spain, Portugal, and Canary Islands.
Worked with the HQ Strategic Insights team to support international strategy development with the implementation of multi-country consumer, shopper and trade research. Maximized ROI of marketing, in-store and trade customer activities as well as supporting the creation of new marketing and sales global tools. Coached and unleashed cross-collaboration with markets, regions and HQ teams in the execution of commercially-driven research initiatives.
Worked with the Americas Region and one direct report to evolve local SI team capabilities and assist them in the generation of growth-focused recommendations from consumer and trade research. Supported local SI teams on investment allocation based on regional priorities and ensured cross-functional collaboration. Successfully managed +US$ 1.5 MM regional budget.
Insights strategy development and go-to-market optimization for global brands, line extensions and product innovation for Latin American markets and the US, supporting the development of portfolio, trade, distribution, and new business opportunities. Management of +US$ 1 MM regional budget while leading a team of two researchers.