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Work Background
AIR (Advanced Inhalation Rituals)Head of Marketing Europe
Aug. 2024Madrid, Community of Madrid, Spain
AIR (Advanced Inhalation Rituals)Marketing Lead - Spain & France
Nov. 2023Madrid, Community of Madrid, Spain
AIR (Advanced Inhalation Rituals)Trade Marketing Lead - Spain & France
Jun. 2022 - Nov. 2023MadridDesign and execute the point of sales fundamentals (including Category Management guidelines and advisory) and managing the implementation, execution, and evaluation of the retails visibility and activations at POS.
Kellogg CompanyBrand Marketing Head
Jan. 2019 - Dec. 2021Responsible for managing and leading the marketing strategies in the cereal category (innovation pipeline and communication plans) leveraged on identifying consumer necessities & needs in 8 countries (Colombia, Ecuador, Peru, Bolivia, Chile, Argentina, Paraguay and Uruguay). • Lead multi-functional teams to deliver new product launches on time as well as developing new business opportunities for the Choco Krispies, Extra cereal and master brands. • Lead and executed several brands communication campaigns across different platforms (TV, digital media, PR and partnership marketing).
• Implemented consumer research and market trends into actionable insights for sell-in and sell-thru communication strategies.
Kellogg CompanyTrade Marketing Head
Jan. 2017 - Dec. 2019Responsible for leading the trade marketing strategy in the cereals and snacks categories in Colombia, developing and implementing plans to ensure the brands and channels sales objectives. • Developed and designed the fundamental 4Ps strategies (portfolio, promotion, price, placement) for all the brands and propose the execution guidelines (picture of success) for the Modern Trade and Traditional Trade for several channels and customers.
• Designed trade promotional plan and guidelines for all the channels based on market and customer data analysis and current trends delivering best practices recommendations that improve trade investment effectiveness. • Led the design of the customers commercial calendars of activities working with both the Sales and Marketing teams along the year.
• Provided support to the sales department regarding business information, category management, channel visibility materials and trade presentations leading the categories development plans with the customers.
Kellogg CompanyCategory Management Head
Jan. 2016 - Dec. 2017• Translate Category information, trends and results into knowledge and recommendations to improve category sales, share of market and commercial effectiveness.
• Manage Catman leadership strategy, process, information, practices, deliverables and relationships with retailers to assure service level agreements and ethical processes.
• Ensure the implementation of Kellogg's portfolio and shelving strategies with the goal to increase category growth and retailers’ growth
Procter & GambleMarket Research & Insights
Jan. 2013 - Dec. 2016Consultancy for the Marketing teams for the Pacific Cluster (Colombia, Chile and Perú) • Co-developed with the Multi-Category Marketing teams promotions to improve the consumer fundamentals of the P&G brands portfolio through consumer understanding, resulting in an optimization of the media plan.
• Did consulting to the Marketing teams on how to improve their penetration with the existing trial vehicles. This helped to reapply the most successful trial vehicles of one country to other countries, resultant in cost and time efficiencies.
• Conducted the understanding of motivations and consumer trends of the laundry, grooming and diapers categories using several consumer and market data sources, contributing to the creation of commercial strategies to help shape the innovation plans. • Developed tools to improve the monitoring of the information delivered by the data suppliers (Nielsen and Ipsos) for several categories and levels in the company, generating a better understanding and a more efficient use of the information
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