Colombia
Marketing professional with a background in psychology and more than 15 years of experience in Brand Management and Market Research Management at local and multinational companies in the mass market and pharmaceutical sectors, as well as consultancy in marketing research. Skilled leader in the development, execution and assessment of business strategies associated with creative/advertising development (ATL/BTL), media investment, digital marketing, trade marketing activities and market and consumer research. Strategic thinker focused on innovation and value propositions. Self-motivated, results-driven manager focused on the development of integrated, high-performance teams. - Colombian citizenship. - Willing to relocate.
- Developed and managed qualitative and quantitative market research projects. - Conducted focus groups, in-depth interviews, consumer immersion experiences, shopper and POS Research, ethnographic studies, innovation Workshops, communication & Ad testing and consulting in marketing strategic planning processes.
- Developed a Marketing Business Strategy that aligned quantitative and qualitative Brand and Category goals with short- and long-term business goals, which contributed to a +48% Apronax® franchise growth from 2009 to 2013. - Applied Global SBU directives for Brand Image and Positioning and adapted them to the local communication strategy (ATL, BTL, Medical Sales Promotion) based on market research results and findings. - Led 360º mass media campaigns. - Designed and monitored commercial plans to reach proposed KPIs. - Developed and supervised the brand’s sales budget, P&I, and P&L. - Launched Apronax® Liquid Gel in Colombia in 2013 and helped develop the business case for Ecuador. - Repositioned and updated the Apronax® franchise image in 2012. - Achieved synergy with the Pharmaceuticals Sales Force to establish the brand medical promotion process, which generated a 21% increase in the prescription indicators for the Rx line. - Managed new launches of line extensions in 2012 and 2013. - Directed the local pipeline strategy for brand architecture and innovation based on Marketing Excellence methods in 2010. - Led training sessions for Consumer Connection Planning, Marketing Excellence and Insights from 2011 to 2013, which made Colombia become one of the first LATAM countries to achieve this requirement.
- Provided strategic support to Marketing Management and General Management of the Consumer Care division for the four countries of the Andean Region (Colombia, Ecuador, Peru, Venezuela) answering to the needs, objectives and business plans defined by market segmentation, data analysis (Nielsen/IMS), consumer and commercial channels information to identify development, growth, and improvement opportunities and expedite decision making. - Helped restructure the Market Research division with a Consumer focus and aligned with new Marketing Excellence directives, allowing to define the short- and long-term strategy for the division and the company brands, as well as the optimization of investment resources. - Oversaw the development, launch and management of the regional website for Consumer Care Research in 2007, an information exchange hub for market and consumer research studies between the Andean Region countries to effectively use business resources (data and learnings). - Planned and executed more than 100 studies (qualitative and quantitative)for the brand portfolio of the Consumer Care division, including high impact and reach processes like U&A, consumer and client segmentation, advertising studies/concept test/product test and trial/package test. - Led the Andean Region’s training sessions in Marketing Excellence for 2009. - Developed and executed in-house studies (designed guides and structured questionnaires, moderated focus groups, conducted in-depth interviews, led consumer/client field research and associated workshops). This strategy cut down marketing research costs, delivered greater agility in low- and high-complexity research processes, and greater involvement and conceptual domain of research by the marketing team.
- Developed and executed brand positioning strategies, market research, competitor monitoring, marketing plans, consumer knowledge and P&I planning for brands in charge. - Led in-house consumer research and ad-hoc research. - Launched new line extensions for the Lollypops business. - Supported the development of a new sugar-free chewing gum.
- Gathered information and structured market and consumer analysis reports and Nielsen data to support strategic local and regional brand definition. - Oversaw the execution of consumer studies, concept/product test/trial and advertising evaluation for all brands in the Cadbury Adams portfolio. - Defined and formalized the activities and responsibilities of the marketing research department with the division Management, as part of the structuring process and refocusing from a strategic perspective for the Consumer, Competition, Product analysis and standardization of practices of marketing research (methodologies, processes, actions standard). - Led the in-house Product/Concept test for different brands in the launch process and/or development new line extensions. - Organized the training sessions in Qualitative and Quantitative Research Techniques for Cadbury Adams Brazil, as well as the Andean Region.