Productos Alimenticios DIANASenior Regional Brand Manager
May. 2018 - Jan. 2020El SalvadorResponsible for the analysis and administration of the Snacks portfolio (7 brands and 75 SKUs).
- Achieve branding Goals: Brand Awareness, create emotional connections and achieve buyer’s preference.
- Brand and portfolio management: Pricing strategies, POS visibility, sales channels and value-added promotions that boost portfolio growth (Share: USD and volume).
- Design and execute marketing and communications strategies (ATL, BTL and Digital: Facebook, Instagram, YouTube, Twitter and Google Ads) for the fulfillment of regional sales goals. - Responsible for the social media KPIs (Engagement rate, reach, positioning and action)
- Improve profits by leading several initiatives (packaging, formulation, among others) in order to have higher margin products.
- Lead multidisciplinary teams for the launch of new products based on market trends and consumer needs. (Market Analysis, Business Goals and Strategy, Value Proposition, Product Formulation, Packaging, Pricing, Graphic Line, Communication campaigns ATL/BTL).
- Administration of the marketing budget to guarantee the fulfillment of goals and objectives of the company.
- Negotiate and maintain a good relationship with suppliers: media, creative and digital agencies.