Anabel Roitz - Director growth Marketing and digital sales, ABInBev

Director growth Marketing and digital sales @ABInBev

MarketingCMOConsultingC-level Executive

Anabel Roitz is the Director of Growth Marketing and Digital Sales at ABInBev, where she spearheads innovative strategies that have consistently driven a 69% increase in digital sales year-over-year. With over a decade of experience Anabel has a proven track record of leveraging data-driven insights to optimize customer engagement and expand market reach. Her leadership has been instrumental in launching successful global campaigns that have enhanced ABInBev's Direct to Consumer brand visibility and consumer loyalty. Anabel's dynamic approach to growth marketing makes her a pivotal force in the company's digital transformation journey.

AB InBevGrowth & Marketing Director for Direct to Consumer & Rewards

Jan. 2023Colombia - Omnichannel transformation, by executing a comprehensive omnichannel strategy (Online & Retail) delivered unified and personalized customer experiences across all touchpoint, resulting in a 67% growth in Net Revenue. - Led the strategic management and optimization of the company’s digital commerce platform and brand portfolio, driving traffic, conversion rates, and average order value in 20% through the implementation of combos, product presentation and search functionality based on consumer data. - Developed and executed impactful multi-channel marketing strategies with a focus on email marketing, digital & traditional, achieving a significant increase in market share by 10% points, propelling Tada to the position of the 2nd largest beverage app in the country with 35% market share in the Colombian market in a 2 year time frame. - Optimized digital merchandising and product management, through the collaboration of Abinbev’s beer portfolio to execute data-driven price, promotions, basic SKUs maximizing revenue, 59% increase in new consumers, and a 68% boost in order volume vs LY. - Enhanced Customer Loyalty Through Strategic CRM, creating cohorts based on passion points, and occasions to drive customer acquisition, retention, and engagement. Designed and deployed personalized customer journey maps, utilizing data to trigger tailored communications and offers. - Delivered Personalized Customer Experience: Implemented advanced personalization strategies. - Drove Data-Driven Decision Making: through data analytics and KPI monitoring, identifying trends, and creating strategic decisions. - Managed Financial Performance: Develop and manage the budget for the Digital Commerce and Customer Engagement, ensuring efficient resource allocation, resulting in EBITDA+ within the 2nd trimester and lowest acquisition cost in the zone. (MAZ)

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