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Work Background
Brand Insights
SignifyBrand Insights
Nov. 2021Madrid, Community of Madrid, SpainResponsible for global brand insights and communication research for both B2B and B2C segments in Signify's Global Brand & Marketing Unit. Developing qualitative and quantitative global brand strategies for product and corporate brands and communications competitive analysis for key business issues. Tracking key brand, image, and reputation KPIs across the Signify footprint.
Customer Insights Manager
TelefónicaCustomer Insights Manager
Sep. 2014 - Mar. 2021Madrid ◼Responsible for global market and consumer research in Telefonica´s Global Unit for B2C and B2B segments. ◼Planned, led and conducted the global market research annual plan for all business lines according to strategic plan and ad hoc requirements of business areas and operation business, including product innovation, commercial value proposition and customer experience. ◼Identified appropriate methodologies based on business and research objectives and supported research projects using primary, secondary, and syndicated data sources. ◼Managed and carried out the studies inhouse (internal team and tools) or with external agencies (managing budget and working with procurement to negotiate effectively) ◼Shared results, insights, and recommendations to wider organization, including C level and local business.
Market Intelligence Manager
TelefónicaMarket Intelligence Manager
Jan. 2010 - Aug. 2014Caracas, Venezuela◼Responsible for competitive, market and consumer research in Telefonica Venezuela for B2C and B2B segments. ◼Planned, led and conducted the local market research annual plan for all business lines according to strategic plan and ad hoc requirements of business areas including brand, communication, advertising and product innovation research. ◼Lead and conduct the research studies across with various methodologies; quantitative and qualitative through inhouse teams and external agencies. ◼Benchmark and monitoring competitors’ activities and reporting about the performance kpis to sales, marketing and customer experience areas. ◼Participated, led and conducted the global research initiatives in local markets together with the corporate teams
Strategic Planning & Research Director
Young & RubicamStrategic Planning & Research Director
Jun. 2007 - Jan. 2010Caracas, Venezuela
Account Director
Young & RubicamAccount Director
Sep. 2005 - Jun. 2007Caracas, Venezuela

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