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Work Background
fluent360Account Supervisor
Jun. 2024Chicago, Illinois, United States
MediaComBrand Strategy & Media Manager
Nov. 2021 - May. 2024Mexico● Lead multifunctional teams, planning experiential marketing, and paid/owned/earned digital media strategies, specifically tailored to align with each individual
brand positioning of Coca-Cola sparkling flavored beverages. Reporting directly to Media sparkling beverages manager.
● Proposal, management, and implementation of Brand Lift, A/B Testing, and AdHoc studies to assess the performance of digital paid media campaigns. In order to
pinpoint the most effective campaign variables that will significantly enhance brand awareness, message association, purchase intent, and conversion rate for
each brand.
● Generating monthly overall performance reports where I analyze and asses communication strategy performance based on using the historical performance of
campaign data, audience size, budget allocation, KPIs proposed for the campaign, brand lift results, brand objectives, and sales. Generating an overall product sale of 20% and brand engagement in digital media of 10%.
Rise InteractiveDigital & Strategy Account Executive
Feb. 2021 - Oct. 2021Mexico● Collaborate closely with the US account manager team to understand the US client's business goals, facilitating the creation of customized digital paid media campaigns that drive towards the achievement of a 10% increase in e-commerce sales, 13% increase in brand awareness, and a 7% subscription to clients digital content channels. ● Leading implementation process for paid media campaigns for US clients (SaaS, CPGS, and toy brands) ensuring efficient and effective delivery output. Which was able to generate an overall increase of all accounts of 15% of awareness and 10% of engagement among all audiences. ● Generating ROI analysis by assessing the historical performance of campaign data, audience size, budget allocation, and KPIs proposed for campaign and brand objectives. Liaise with US agencies partners and clients on a daily basis, addressing paid media campaign requirements, budget management, campaign optimization, and accomplishing campaign and brand KPIs. Reporting directly to the account director of Mexico. ● Utilized paid media platforms to extract and analyze data, generating weekly reports and identifying key campaign performance insights for the purpose of implementing optimization strategies.
Kantar ConsultingSenior Brand & Business Strategy Analyst
Mar. 2019 - Jan. 2021Mexico● Collaborated in formulating strategic marketing initiatives for product and marketing innovation, driving client engagement by ensuring brand and portfolio
relevance. Held a reporting role to the Director of the Consultancy Department, while effectively managing a cross-functional team focused on data analysis and
insights.
● Developed customer journeys for entertainment financial, and CPG clients by leveraging research, identifying brand opportunities, strategically positioning
across all media touchpoints, and delivering robust products and services solutions to meet customer needs.
● Conduct comprehensive brand health assessments by analyzing overall brand KPIs, employing diagnostic methodologies, and providing strategic
recommendations and solutions to enhance brand positioning and drive market performance improvement.
NielsenConsumer Insight & Innovation Project Developer Junior
Jul. 2016 - Jan. 2019Mexico● Conducted and successfully carried out 35 consumer insight & product innovation studies across various CPG categories throughout Latin America.
● Oversaw the achievement of desired quotas for product demonstrations, managed the budget allocation, and ensured that market research was conducted in a
timely and orderly manner while upholding high standards of data quality.
● Successfully led cross-functional teams, including operations, analysts, clients, modeling team, and client services, to effectively execute online and field pricing
studies.
● Utilize market research and data analysis techniques to extract valuable consumer insights, assess the viability of line extensions and innovative product
offerings, and develop a comprehensive understanding of the competitive landscape with senior analyst assistance.
● Leveraged data and market research analysis to identify lucrative opportunities for implementing revenue management strategies, optimize the brand portfolio,
and drive an increase in the client's overall revenue with senior analyst assistance.
ContinentalConsumer & Market Research Analyst
Jun. 2013 - Jun. 2016Mexico- Project Manager for five local qualitative and quantitative market research projects conducted at Continental Automotive R&D. Responsible for designing market research based on qualitative and quantitative methodologies, setting clear objectives and milestones, and acknowledging Continental's capabilities and marketplace.
- Managed budgets and human resources across business units for the creation and development of innovation tools and prototypes (Trend Antenna Internship program and innovation workshops).
- Defined the innovation process and tools to test product concepts that fulfill three main areas: customer needs, Continental's profitability, and technical feasibility.
- Analyzed and processed the design of Continental's product ideation system to create innovative products for the continuous development of Continental's innovation strategy.
- Detected and defined underserved needs and desires of users, identified customer segments, and market approaches that Continental needs for its portfolio of innovative products.
- Coached multidisciplinary teams in business model analysis, product design, and identifying market opportunities in Trend Antenna, an internship product development program.
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