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Work Background
adidasProduct Category Manager - TERREX/Five Ten & Running
Jun. 2020 - Apr. 2024ChileResponsible for the product range in the country and financial objectives such as net sales, margins, and stock. Delivery and execution of the strategic plan to develop the outdoor brands adidas TERREX and Five Ten. • Established a reactivation plan for the adidas outdoor category (TERREX/Five Ten), increasing sales in 2023 by more than 200% compared to 2020, based on the expansion to more than 50 points of sale and investment in the brand more than five times compared to previous years. • Increased the range of products offered locally and regionally (Latam) from 150 products, including clothing and footwear, to more than 450 per season, expanding subcategories offered such as Climbing, Mountain Bike (through the Five TEN brand), Ski, Snowboarding, and Mountaineering. • Led the opening plan for the new Terrex store format, with the first one worldwide in Mall Sport, followed by Terrex Parque Arauco.
• Responsible for the marketing budget of the category in the country, achieving an increase in the portfolio of local athletes and ambassadors, a calendar of activations in sales channels (52 weeks calendar), reactivation in the creation of local content, including the first national production on HBO MAX “Breretour”, and local launches of “Find your Summit”, and local events such as “Terrex Trail Series” and sponsorship in “Valparaíso Cerro Abajo (VCA)”.
adidasProduct Category Manager - Core & Sports categories
Jul. 2018 - Jun. 2020ChileResponsible for the product range in the country for commercial and volume drivers products, and for financial objectives such as net sales, margins, and stock. • Implementation of a business plan for a new winter product offering in Chile (fleeces, winter boots, jackets) based on the inverse seasonality with the northern hemisphere to address the sales drop between May and August. Achieved an additional 2 million euros in 3 years by changing the logistics, sales approach, and operations of our company. • Led the business offer plan for Falabella programs (regional bidding) for Chile, Peru, and Colombia. With an aligned offer for the three countries, achieved over 100,000 additional units, generating 4 million euros per season.
adidasFranchise Merchandising Manager
Nov. 2017 - Jun. 2018ChileAssigned to the Buying & Trading team of the own stores management, with the objective of opening and developing the franchise monobrand channel. • Planned and implemented the purchasing and product management processes with franchisee clients/partners for the opening of this new channel in the country. • Developed new processes in the company, such as virtual returns and dispatches of products for stores transferred to a new operator, allowing the new stores to open in just 1 day, compared to weeks of previous workload.
adidasRetail Merchandising Manager
Apr. 2015 - Oct. 2017ChileAssigned to the Buying & Trading team of the Own Retail management for the purchasing and product management in the sports categories (Running, Training, Football, Outdoor, Basketball, Swimming, among others). Assigned to the Buying & Trading team of the Own Retail management for the purchasing and product management in the sports categories (Running, Training, Football, Outdoor, Basketball, Swimming, among others).
adidas groupMarketing Operations Specialist
Feb. 2013 - Apr. 2015ChileCoordination and management of the Marketing product team based on the Go to Market (GTM) process of the brand. Analysis of reports, data management, and systems (AMD - article master data management) for the Marketing area (ERP SAP). Coordination and management of the Marketing product team based on the Go to Market (GTM) process of the brand. Analysis of reports, data management, and systems (AMD - article master data management) for the Marketing area (ERP SAP).
BeiersdorfMarketing Internship NIVEA
Mar. 2012 - Sep. 2012ChileAssigned into the marketing area in Skin Care sub-brands (NIVEA Body and Visage). Support in administrative tasks specific to the area, support in the development of promotional packs for specific clients, development of artwork, creation of point-of-sale communication in conjunction with the Trade Marketing area. Analysis and generation of market share reports through Advisor Platform (AC Nielsen). Integrated into the marketing area in Skin Care (NIVEA Body and Visage). Support in administrative tasks specific to the area, support in the development of promotional packs for specific clients, development of artwork, creation of point-of-sale communication in conjunction with the Trade Marketing area. Analysis and generation of market share reports through Advisor Platform (AC Nielsen)
Walmart ChileEcommerce Controlling Internship
Jan. 2012 - Feb. 2012
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