Greater Bilbao Metropolitan Area
Languages: English (native), Spanish (intermediate) Specialties: Brand strategy, marketing communications, new product development, consumer insights, market segmentation, brand activation, brand equity, project management, marketing collateral, business development, distributor management, sales planning, stakeholder relations, agency management
Assisting in a number of weekly group activities of the Haszten SCHOOLS program, on a voluntary basis. The Haszten association works to improve the lives of people with functional diversity, through physical education activity and adapted and inclusive sport in the province of Bizkaia.
- Distributor management and full sales responsibility for 20 markets across EMEA region - Development and maintenance of sales and marketing strategies and activity plans for the Canderel brand portfolio of sweeteners and snacks in each market - Brand support and trade marketing planning and investment - New product development - Identification and assessment of new business opportunities
- Management of market-leading Equal sweetener brand, and new brands, Pure Via and Naturals - Regional marketing lead, member of Global Marketing Leadership and Global Innovation teams - Brand custodian responsible for driving strategy, communication plans and creative direction - Responsible for planning, executing and evaluating a broad range of consumer-focused activities within the marketing function - Development and introduction of multiple new products - Analysis of market dynamics, brand health and sales performance, and acting on insights - Project lead for consumer Usage & Attitudes Study to segment the market for growth - Management and evaluation of agency relationships (media, digital, creative, PR) - Responsible for communication of brand strategies and programs to distributors and trade customers - Food service/HORECA programs and events - Spokesperson to Trade Media Dec 2010 - May 2011: Senior Brand Manager Australia & New Zealand Feb 2010 - Nov 2010: Brand Manager Australia & New Zealand
- Management of national promotional campaigns - Catalogue development - Local area marketing - Primary contact for Franchise Owners regarding national and local marketing initiatives
- Management of all aspects of launch preparation for the introduction of a new grocery product and brand into the Australian and New Zealand market place, from product formulation to marketing and communications plans - Executed pre-launch Word of Mouth campaign to establish brand advocates and to inform final strategy