The Coca-Cola CompanyTea Category Manager
Mar. 2017 - May. 2019Mexico City Area, MexicoFUZE TEA
Restage the Brand: Positioning, visual identity, new bottle, new formulas and ad hoc communication for a digital centric consumer
- On a Category with -14% 3YR CAGR and 96% of indifference, find the right consumer drivers and barriers to reignite this value generator Brand
- Engage the System: KO Stakeholders from BU President to Bottlers in order to trigger a spark that would make them commit with the Brand and bet on this restage
- Lead and inspire a cross functional team: Finance, Commercial Leadership, Supply Chain, Integrated - Marketing Communications, R&D and Shopper in order to achieve business and brand objectives OTIF.
- Focus on Profit Pools and developing a Brand proposal that brought more value to the System for a - Company transitioning to Value Results HONEST TEA
- Launch a Premium & organic brand in Mexico with little-to none budget
- Premium segment leader in 7 months