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Work Background
BRANDICTS LLCDirector de marketing
Mar. 2019Ciudad de México y alrededores, MéxicoDevelop online and offline strategies through an objective and deep analysis to build and strengthen customers’ business, providing direction, guidance, and leadership. Analyze customers business and market, understanding the ins and outs of each project. This task involves a detailed study of the needs, objectives, and challenges faced by the company in its competitive environment. Developed, created, and directed qualitative or quantitative market research to give new perspectives to the business. Through the application of rigorous methodologies and expert interpretation of the data collected, I have contributed to identifying growth opportunities, assessing market competitiveness, and optimizing the business strategy of various organizations. Designed projects that enrich the customer-centric experience of the physical business with digital environments. By implementing technologies such as augmented reality, which allows customers to interact with products virtually before making a purchase, thus improving their decision-making process. Defined the target market as well as the market potential for start-ups. This involved conducting a thorough market analysis to determine who the ideal consumers are for the company to target and how to meet their demands effectively. Boosted digital commerce through SEO strategies. By implementing effective SEO strategies, businesses can improve their ranking in search results, allowing them to reach a wider audience and increase their online sales. Created, directed, and analyzed the strategy proposed to each client, and control and supervise its execution. My focus is on thoroughly understanding the specific goals and challenges of each organization, in order to develop customized and effective strategic solutions. Managed and controlled the allocated budget, through continuous monitoring and evaluation of expenses made compared to plan, identifying deviations, and taking corrective measures when necessary.
SMARKETING & BUSINESSMarketing and Business Consultant
Jan. 2011 - Mar. 2019México, MéxicoIndependent consultant for different market research agencies, start-ups, and companies: Consumer Insight, Shopper Insight, Colgate, Grissi, Pfizer. Business analytics and customer-centric through qualitative and quantitative research tools, I obtained quality data that through its sharp and accurate analysis I develop valuable and disruptive insights and strategies for business growth. Developed and implemented different types of marketing and sales programs, as well as market studies focused on customer-centric, obtaining powerful insights for strategy development. Through detailed data analysis and trend identification, I have managed to drive the success of companies by implementing actions aimed at meeting consumer demands effectively. Directed and executed sales and marketing strategies and programs for the consumer, beauty, and pharmaceutical markets. I worked closely with multidisciplinary teams to ensure the effective execution of the established strategies, closely monitoring the results to adjust if necessary. Defined qualitative studies to profile the customer or user, product, or market for new product launches. By implementing a development strategy through techniques such as in-depth interviews, focus groups and participant observation, valuable qualitative perspectives can be obtained that help to define the profile of the target customer and understand how they relate to the proposed product or service more accurately. Researched the customer journey and sales funnel profile. Which facilitated the implementation of specific strategic actions at each stage of the funnel to effectively guide customers towards conversion, thus generating more solid and sustainable results for the business.
Mundi CommerciumImperial Tabacco / Davidoff Marketing Manager
Mar. 2006 - Dec. 2011MéxicoDirectly responsible for international accounts. Provide strategic business guidance to existing companies and start-up operations to develop sustainable growth in Mexico, being directly responsible for the strategies and their implementation
IMPERIAL TOBACCO The world’s fourth-largest international tobacco company. Key global brands (Davidoff, West, Golden Virginia)
Spectrum Brands, IncMarketing and New Business Development Manager
Jan. 2004 - Dec. 2006MéxicoNew markets and business development manager A global consumer products company and a leading supplier of lawn and garden care products, specialty pet supplies, beauty hair. Scope of Appointment
Access every Spectrum Brands business in the Mexico marketplace.
Analyze different markets in order to detect the best opportunity to develop business. Built Remington, beauty care appliances, a start-up operation. Develop and turn Remington business profitable.
Duplicated business net sales from $ 750k into $1450 with a targeted and broader business portfolio
Vishen MexicoCommercial Marketing Manager
Jan. 2004 - Dec. 2004
Mead Johnson NutritionMarketing Manager
Jan. 2000 - Dec. 2002MéxicoMarketing Manager Developed and managed marketing strategies for the Infant Formulas and Adults Supplements business that represents 52% of total Mead Johnson Mexican Unit.
Directed and coordinated successful substitution of Enfamil (Mead Johnson ´s core brand) by Enfamil Premium, a pioneer Infant Formula that contributes brain development.
. Share of market increased by 4 points in the segment. Same strategies and programs were implemented in Latin American Region
· Expanded business from Pharma to consumer market , considering the very delicate pediatrician’s ethical values resulting in a 15% business growth.
RB Reckitt BenckiserGroup Marketing Manager Mexico and Central America
Jan. 1997 - Dec. 2000Área metropolitana de Ciudad de MéxicoGroup Category Manager Mexico /Central America Developed and implemented marketing strategies for the Home care in Polishes, and Air Care categories business in the Region that represents 44% of sales for Mexico and 60% for Central America.
Re-launch of Nugget brand, the main brand of the company, with the added value of Teflon content reflected in a 17% sales increase and 5% market share. This Same strategy was implemented throughout other Latin American countries. Developed and supervised the implementation of consumer promotions in Mexico and Central America. Sales increasing 5 points in Share and 3 points in weighted distribution in Mexico
The Coca-Cola CompanyNew products and Coca Cola light Marketing Manager
Jan. 1994 - Dec. 1997MéxicoNew Products & Coca-Cola light Brand Manager
Designed marketing and business strategies to introduce new products to the market and to the Coca - Cola Bottlers System based on previous consumer insights and market analysis. Successful national introduction of Coca-Cola LIGHT (Diet Coke substitute) surpassing results 60% vs. the previous year. Launch Ciel, Coca-Cola water brand, to Mexico City market.
PepsiCoBrand Manager
Mar. 1991 - Mar. 1994México
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