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Work Background
Mondelēz InternationalInsights & Analytics Director Mexico
Nov. 2020 - Jun. 2024Mexico City, MexicoDrive growth and business results leveraging on Consumer, Shopper and Analytics in-depth understanding through business implications and recommendations. Reports to the Chief Marketing Officer and is a strategic partner to the BU Leadership Team, Sales and Marketing Teams with shared accountability for growth and delivery of business results. Provide I&A Global thought leadership to local team to ensure ONE community works on ONE common agenda. Responsible to grow the capability and impact of the I&A function, providing development and coaching to the BU I&A organization.
Mondelēz InternationalSenior Manager Consumer Insights Mexico
Jan. 2019 - Nov. 2020Mexico City, MexicoLead marketing research coordination and integration for all established and developing activities of the Categories and Brands in the Business Unit. Provide strategic consultation and thought leadership to all levels of Brand Management and other functional areas on identification of business opportunities. Lead and facilitates consensus of brand team on Consumer Insights issues. Identify information needs at brand level and provides strategic input to short and long-term marketing plans. Share accountability for brand business results. Manage and develop more junior Insights people. Provide leadership in improving the productivity and impact of marketing research tools, methods, and processes for the business. Is fully accountable for assessing the marketing research needs of the BU and developing and implementing applications to fill those needs.
Mondelēz InternationalSenior Manager Insights Gum & Candy LATAM
Jan. 2015 - Dec. 2018Mexico City, MexicoDrive Consumer Insights agenda of one of largest categories of Mondelez International. Responsible for leveraging in-depth Consumer, Competitor, and Innovation insights, delivering outstanding recommendations based on multiple analyses to drive business growth in G&C LatAm. Reporting to Latin America Gum & Candy SCIA Category Director, 3 reports abroad.
Mondelēz InternationalSenior Manager Consumer Insights & Strategy Food and Shopper Mexico
Mar. 2013 - Dec. 2014Lead marketing research coordination and integration for all established and developing activities of Beverages, Biscuits and Cheese Categories and Brands in the Business Unit. Drive activation of Shopper Insights to Action across all Business Unit Categories with Trade Marketing. Develop Consumer Insights plans for Food Categories and Shopper Insights for the BU to build Sales Strategy.
Mondelēz InternationalManager Consumer Insights & Strategy Shopper Insights & Analytics Mexico
Jan. 2009 - Mar. 2013Mexico City Area, MexicoDevelop Shopper Insights research plan to drive business activation. Guide smooth transition of Consumer Response local functions to LATAM centralized Consumer Relations program. Led Ad-Hoc Research for a confidential project. Responsible for Balance Scorecard within CIS and CIS representative on Marketing Taskforce for Kraft-Cadbury synergy.
Mondelēz InternationalJunior Manager Consumer Insights & Strategy Information Systems Mexico
Sep. 2005 - Dec. 2008Responsible for across all of Kraft Categories (PBs, Biscuits, Cheese, DPDs), Syndicated studies management (Nielsen), Advertising and Usage Tracking management, Advertising performance diagnosis. Price strategy assessment. Business assessment on a quarterly basis. Additionally, delivered Macro-trends research, Modeling & Analytics (M&A) Champion addressing marketing mix opportunities to grow business. Led Consumer Response (01-800) addressing manufacturing quality indicators and supporting consumer promotions.
Grupo GDVAnalysis & Statistics Consultant for P&G Fabric Care Global Business Unit
Apr. 2004 - Sep. 2005Responsibilities across Low Income Markets (Mexico, Brazil, Venezuela, China, Russia, Morocco, Poland, India and Egypt) within Fabric & Homecare Division. Dedicated Statistics & Analysis Consultant. Design and analysis of Ad-Hoc Home Panel for consumer profiling. Brand Equity Scorecard keeper.
Grupo IDMProject Manager
Apr. 2002 - Apr. 2004Leader of the entire research process covering problem understanding, objective setting, establish suggested methodology, sample design, questionnaire development, interviewers’ training, supervise fieldwork and editing process, conduct analysis and provide recommendations to client. Internal consultant for multivariate statistical analysis and sample design. Project Management Division leader for ESIMM certification 2003 - 2004 (Estándar de Servicio para Investigación de Mercado en México).
Submarino.com MexicoMarketing Analyst
Mar. 2001 - Dec. 2001Coordinated CRM and Loyalty Program & Developed Direct Marketing Strategy and Recommendation System.
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