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Work Background
The Coca-Cola CompanyCommercial Strategy - Western Europe
Mar. 2024Berlín, Alemania
The Coca-Cola CompanySr. Brand Manager CCTM - FLA Germany
Aug. 2021 - Mar. 2024Berlín, Alemania1) Develop and implementation of the Marketing plans for The Coca-Cola TM "Choices" portfolio including CC Zero Sugar, Zero Sugar Zero Caffeine, Flavors and CC Light.
2) Driving the OU's Marketing agenda with our bottling partner (CCEP) within Germany, by connecting all Marketing sub-disciplines (Categories, IMX, etc.), the extended Frontline Teams (Franchise Ops., RGM, etc.).
The Coca-Cola CompanySr. Brand Manager Stills & New Categories - FLA Germany
Aug. 2021 - Jan. 2023Berlín, Alemania1) Driving the OU's Marketing agenda with our bottling partner (CCEP) within Germany, by connecting all Marketing sub-disciplines (Categories, IMX, etc.), the extended Frontline Teams (Franchise Ops., RGM, etc.).
2) Develop and implementation of the Marketing plans for a broad portfolio of categories/brands including Sports, Syrups, Premium Tee, Hard Seltzer, Mixers and Adult Sparkling
The Coca-Cola CompanyRTD Tea – Brand Strategy Manager (STA)
Apr. 2021 - Jul. 2021Dubai, Emiratos Árabes Unidos1) Responsible for the RTD Tea brand across the EMA Operative Unit (Fuze Tea).
2) Led the Long-Term Strategy of the brand to develop the LRP and 2022 Annual Business Plan for the brand in the Eurasia & Middle East region (Focus on: Turkey, Kazakhstan, Uzbekistan, Israel, Palestine, Saudi Arabia and the potential launch in Pakistan and Afghanistan). Handling 87% of the volume and 92% of the Revenue, contributing to 31% of the OI of still beverages in the Operative Unit.
The Coca-Cola CompanyBrand Manager - Middle East Region
Feb. 2019 - Mar. 2021Dubai, Emiratos Árabes Unidos1) As part of an agile team, I work in projects with all the brands of the portfolio across 10 markets and acting as Country Marketing Lead for Jordan, responsible for the marketing strategy across the portfolio in the market. 2) Lead the Fanta Brand Strategy in the region and the Coke+Meals platform for the developing markets such as Iraq, Palestine, Qatar, Bahrain, Kuwait and Oman. 3) Support the re-design of the OBPPC (Occasion, Brand, Pack, Price, Channel) architecture to disrupt the market for 2 low share markets: Saudi Arabia and Jordan.
4) During the COVID-19 crisis (March to date), I designed and implemented a strategy to win market share in the modern trade in KSA, it is a short-term strategy based in the data sharing from customers and implemented store by store. 5) Lead the innovation strategy for the Region in Sparkling and non-sparkling beverages during the COVID crisis. 6) Lead the launch of Arwa Delight in Saudi Arabia and Qatar, this is a flavored water proposition that targets people trying to avoid “unhealthy” drinks but finds packaged water boring.
The Coca-Cola CompanyInnovation, Strategy & Insights Manager
Jan. 2018 - Feb. 2019México1) Responsible of the process of collecting valuable information to understand the consumer, identify and analyze the market needs, market size and competition, for water and sparkling brands.
2) Led an innovative research platform that leverages the entrepreneurial behavior by using an agile approach.
3) Lead the innovation transformation process in the Business Unit as well as managing the innovation pipeline for the flavored sparkling and water brands.
4) Led tracking studies, such as IMC Tracking, Nielsen deliverable and KBI scorecards.
5) Lead ad-hoc studies for the brands that drives innovation and to understand specific business needs .
The Coca-Cola CompanyFanta Jr. Brand Manager
Dec. 2015 - Dec. 2017México1) Lead the Fanta Brand Strategy and business plan, to further execute the same in the market. Achieving the BP objectives during 2016 and 2017.
2) Re-launch the brand in the country, leading a cross-functional team including R&D, finance, commercial, marketing, legal and technical (Achieving a parity in preference formula, tested with consumers at the same cost of concentrate).
3) Managing the flavors portfolio and implementing a "Profit Management Assessment" to increase the profitability of the brand by simplifying the portfolio and revising the OBPPC (Occasion-Brand-Pack-Price-Channel) architecture.
4) Responsible for national campaigns such as Halloween and fruit variety and snacking platform.
The Coca-Cola CompanyFranchise Marketing Coordinator
May. 2014 - Nov. 2015México1) Drive the brand love & brand value growth of the sparkling brands by leading the execution of the marketing plans in the central region, including 6 cities.
2) Execution of key local promotions such as FIFA WC 2014, Christmas 2014 and 2015, Summer 2015. 3) Support the Business Plan process from the regional market analysis to develop the strategies that drives the growth for the sparkling portfolio.
The Coca-Cola CompanyFranchise Marketing Trainee
Aug. 2012 - May. 2014Mexico
The Coca-Cola CompanyConsumer and Shopper Research Trainee
Jun. 2011 - Aug. 2012México
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