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Work Background
DanoneGLOBAL MARKETING STRATEGY LEAD MEDICAL NUTRITION
Mar. 2024Amsterdam AreaGlobal Marketing Strategy Lead for Danone's adult medical nutrition category for cancer patients.
I am responsible for leading a cross-functional team to develop, implement, and scale the business model into new markets.
DanoneGLOBAL MARKETING STRATEGY LEAD HEALTH & WELLNESS NEW GROWTH SPACE
Jun. 2023 - Mar. 2024Amsterdam AreaDeveloped the strategic vision and business model for an emerging growth space. Defined the value proposition and scientific evidence strategy for new product development.
DanoneREGIONAL SENIOR BRAND MANAGER EARLY LIFE NUTRITION
Mar. 2020 - Jun. 2023Den Haag, South Holland, Netherlandsโข Led the digital transformation in LATAM, driving SEO, Paid Media, and eCommerce acceleration, resulting in +250 bps market share gain.
โข Co-Led Cross-functional team; managed 4 direct team members.
โข Developed brand architecture and innovation strategy for four brands across 48 B2B markets; enabling multi-tiered product launches in COVID context.
โข Trained 20+ marketers on brand-building framework and enabled them to craft personal brands with my custom methodology.
Johnson & JohnsonSENIOR BRAND MANAGER SELF-CARE & CONSUMER HEALTH
Nov. 2018 - Mar. 2020Mexico City, Federal District, Mexicoโข Led strategic planning for OTC self-care and consumer health brands, shifting from an HCP-centric to a dual HCP & consumer model; exceeding financial targets by +20%. โข Developed and implemented a governance model for agile execution and cross-functional alignment.
โข Led consumerization of OTC brand LOMOTIL (Imodium), driving category growth through increased usage frequency by 30%.
โข Managed a team of 6, mentoring 2 high-potential talents. โข Awarded J&Jโs Leader of the Year.
Johnson & JohnsonBRAND MANAGER BABY PERSONAL CARE (HAIRCARE & SKINCARE)
Mar. 2016 - Oct. 2018Mexico City, Federal District, Mexicoโข Led end-to-end brand planning and execution for Baby Haircare & Skincare categories, overseeing 12 product launches and 4 global IMC campaigns; achieved 35% growth for Haircare and #1 Market share position for Skincare within premium segment.
โข Spearheaded the "Tonight We Sleep" IMC campaign with HCP and musicians advocacy, achieving top-tier results in LATAM. โข Led cross-functional response to global competitor entry with agile P&L management, ensuring seamless brand execution and sustained growth.
โข Coached 2 direct reports.
Johnson & JohnsonJUNIOR BRAND MANAGER BABY PERSONAL CARE (HAIRCARE & SKINCARE)
Dec. 2014 - Mar. 2016Mexico City, Federal District, MexicoAccelerated brand profitable growth with strategic innovations and targeted IMC activations after 40% of SKUs were delisted. โข Delivered +20% internal sales growth in the Haircare portfolio by launching Long Lasting Fragrance shampoo, supported by experiential marketing, emotional brand storytelling, and standout POS activation. โข Recruited new moms into the Baby Toiletries portfolio with the launch of Head-to-Toe Liquid Wash, a newborn essential I strategically positioned to drive brand relevance. Strengthened brand loyalty and generated halo share growth across the full line.
โข Led adaptation and IMC activation of the global "So Much More" campaign, strengthening brand equity by highlighting multisensory rituals in child development. Drove consumer engagement through PR, influencer marketing, expert events, BabyCenter partnership, and HCP advocacy at pediatric congresses. #jmuchomas @claudializaldi. ROI 5 to 1.
โข Built the 2016 Brand Plan focused on category role (e.g. Wash as recruitment driver, Haircare as growth engine), portfolio prioritization and profitability strategy. Optimized resource allocation across innovation, always-on campaigns, and IMC touchpoints.
โข Coaching of direct report.
PepsiCo Americas FoodsSENIOR BRAND SPECIALIST BEAUTY AND WELLNESS NUTRITION
Oct. 2013 - Dec. 2014Mexico City, Federal District, MexicoAccelerated sales with an innovative product launch rooted in deep beauty consumer insights and GTM strategy. โข Led the launch of Stila by Quaker Cereals, an award-winning product innovation featuring proprietary fiber-inclusion technology. Designed a differentiated value proposition with unique sensorial texture and superior consumer experience, tailored to health-conscious women seeking beauty from within.
โข Led End-to-End Campaign Development, from animatic to final TVC production, and drove Trade Marketing with a targeted Point-of-Sale (POS) strategy for Quaker and Stila brands, which won Project of the Year within the company.
โข Developed and implemented the commercial plan for the Stila Cereals launch, driving sales growth and surpassing sales objectives by 47% in targeted retail chains.
โข During the 2014 Mexico Energy Reform, I led the rapid adjustment of pricing strategies to align with market changes, gaining valuable experience in agile pricing and strategic decision-making under pressure.
PepsiCo Americas FoodsJUNIOR BRAND SPECIALIST FOODS
May. 2012 - Sep. 2013Mexico City, Federal District, MexicoAccelerated sales through strategic channel expansion and trade activations. โข Led the five-year Brand Strategy Development for Maizoro, designing a new business model focused on productivity improvement and profitability growth to be implemented in 2015.
โข Drove channel expansion strategy, unlocking a 69% YoY brand growth in 2013 through targeted Go-to-Market execution.
โข Spearheaded the launch of two new product innovations and a revitalized visual brand identity, reinforcing the overall brand identity framework for Granola Quaker and delivering a 2.5% increase in value market share.
โข Facilitated three cross-functional category insight workshops at the production site to drive deeper alignment across teams and enhance collaborative marketing planning in the Ready-to-Eat Cereals category.
Tata Consultancy ServicesIntern, Consumer Department
Jul. 2011 - Aug. 2011London, United Kingdomโข Analysed and identified the role of Social Media in retail sector and developed a value proposition for TCS to take to market.
DeInternational the German Chamber Network AHKIntern, International Affairs Department
Oct. 2009 - Apr. 2010Kyiv, Kyiv City, Ukraineโข Developed business proposals to invest in Ukrainian market for 30 different companies of different fields. โข Organised the public relations programme for two conferences covering new German technologies, and one showcasing Ukraineโs confectionary industry for over 600 Ukrainian entrepreneurs.
โข Coordinated the marketing material design and production for the Messe Munchen exhibition (ISPOโ10, Inhorgenta Europe, Bauma 2010) and created the new application form, which simplified the registration process. The activation plan attracted 30% more visitors from Ukraine in November 2009 than in 2008.
Joint-stock Commercial Bank "Arkada"Intern, Analytical Department
Jul. 2008 - Aug. 2008Kyiv, UkraineProduced analytical reports regarding the current financial market situation to include in weekly revision of the bank activity.
Active participation in the writing of the book โGlobal Mortgage Crisisโ, 2008 by V. Poliachenko, C. Palivoda, P. Gaidutskiy, 2008. Information retrieval, translations (English, Spanish, Russian to Ukrainian), graphics construction, ideas generation on general contents and image.
Ukrainian Chamber of Commerce&IndustryInspector of International Affairs
Jan. 2008 - Aug. 2008โขCarried out analyses of the main social-economic indicators of Ukraine within the agricultural industry.
โขSupervised the residence of two delegations of Uruguay businessmen, translated their presentations from Spanish, took part in negotiations and organized their complete stay in Ukraine (accommodation, excursions etc.)
โขTook part in organization of multiple courses for the Academy of Finance and Investment.
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