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Work Background
Procter & GambleDigital Commerce Director Fabric & Home Care LA
Jul. 2021 - Jun. 2024PanamaLead Digital Commerce Team for the F&HC category to accelerate Digital Commerce growth, by combining brand strategy, shopper knowledge and channel particularities.
Procter & GambleeCommerce Director LA
Sep. 2019 - Dec. 2021Panamá, PanamaDrove eBusiness growth by enabling the Sales and Brand teams to have the right set of capabilities, providing horizontal solutions, growing digital IQ and habilitating the tools needed to track the eBusiness. Drove eBusiness growth in over 3X by providing tools to maximize the business for both categories and countries.
Procter & GambleBrand Operations Leader
Oct. 2015 - Aug. 2019PanamaGroup Manager of the team that owns all consumer brand activations (Media, Direct to Consumer (sampling) and POS materials) in the region.
Procter & GambleStore Development Organization Manager
Sep. 2014 - Oct. 2015PanamaLed the store execution, developing a vision and bringing the vision to life by leveraging on the store executional team, such as merchandisers and demos, and Category Managers (CATMAN).
Procter & GambleCategory Leader for Oral and Personal Health Care CAM + Other LA countries
Nov. 2013 - Aug. 2014PanamaLed commercial operations team to build categories across countries by developing strategies and promotional plans to bring to life category vision, generating growth.
Procter & GambleCommercial Leader for Baby, Oral & Fem Care in Ecuador, Bolivia, Paraguay and Uruguay
Oct. 2012 - Oct. 2013PanamáOwner of the categories within those markets, developing categories’ strategies at a local level, and promotional trade plans, working together with distributors to deliver the best results.
Defined and executed a launch plan for all four countries.
Procter & GambleAssociate Brand Manager for Pampers Central America, Bolivia, Uruguay and Paraguay
Mar. 2010 - Oct. 2012PanamáLed the brand for Central America markets, Bolivia, Uruguay and Paraguay, coordinating other functions, developing and executing brans plans. Owner of the launch of the brand in Central America, which grew over +$10MM after 2 years.
Procter & GambleTrade Marketing Associate Brand Manager for Central America, Ecuador and Bolivia
May. 2008 - Feb. 2010PanamaDesigned and executed of Point of Sale materials to support initiatives for Hair, Shave, Fabric and Oral Care, in all trade channels, including supermarkets, pharmacies, wholesalers and HFS. In addition, developed Shopper Based Design solutions at the POS to improve category navigation, generating a better shopping experience within the category.
Procter & GambleTrade Marketing Intern
Oct. 2006 - May. 2008Guatemala CityResponsible of the POS materials design, production an execution for Central America.
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