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Work Background
AstreaVP of Client Solutions & Product Innovation
Jan. 2024New York City Metropolitan Area• Designed, planned, and managed end-to-end market research and marketing strategy projects for Fortune 500 CPG clients, aligning insights with brand, communication, and growth objectives across North America, Europe, and Latin America. • Led the creation of ASTREA’s new brand identity and communication strategy, including media planning across digital and offline channels to strengthen awareness and positioning. • Developed and executed thought leadership campaigns and content assets, directly contributing to $2.5MM in new business from Fortune 500 clients within the first two years of the start-up. • Partnered with client marketing and communication teams to transform complex insights into clear narratives, digital storytelling, and omnichannel campaigns supporting product launches and portfolio expansion. • Collaborated with external vendors and technology partners to deliver high-quality, on-time, and impactful communication outputs.
PremiseSolutions Consultant
Jun. 2023 - Jan. 2024New York City Metropolitan Area• Designed and delivered research programs integrating surveys, observation, and syndicated insights, turning raw data into strategic content and messaging for client campaigns. • Built and launched a seasonal content platform leveraging proprietary research, helping global CPG clients align marketing initiatives with consumer trends and seasonal demand. • Partnered with cross-functional teams to generate campaign-ready insights that informed merchandising, promotions, and shopper communication strategies. • Partnered with cross-functional teams to define business questions and translate them into targeted research plans, ensuring methodologies aligned with brand and channel objectives. • Directed vendor selection, survey programming, and fieldwork management to ensure quality, compliance, and actionable outputs. • Analyzed and synthesized primary and secondary data to uncover category dynamics, shopper behaviors, and performance drivers. • Presented findings and strategic recommendations to senior stakeholders to inform go-to-market strategies and optimize merchandising and promotional execution.
NielsenIQVP MARKET RESEARCH INNOVATION – NIQ-BASES North America
Sep. 2021 - Jun. 2023New York City Metropolitan Area• Created and led marketing content campaigns such as a global inflation insights program, combining survey research and syndicated data into compelling narratives adopted by internal marketing and client communications teams. • Collaborated with client marketing, strategy, and innovation teams to craft campaign messaging, positioning frameworks, and content assets supporting new product launches and portfolio communication strategies. • Produced thought leadership reports and digital storytelling assets that were distributed across multiple markets, enhancing client visibility and strategic influence. • Guided brand teams in applying insights to media planning, brand communication, and market-entry strategies, ensuring alignment between research outputs and marketing execution. • Consistently exceeded revenue goals (+20% annually since 2016) through innovation in research design and creation of high-impact communication deliverables. • Guided brand teams in interpreting results and applying insights to product development, demand planning, and market entry strategies in priority regions (North America, Latin America, Europe, Asia). • Collaborated closely with marketing, innovation, and strategy functions to ensure that research recommendations were embedded into brand planning and strategic roadmaps. • Managed multi-million-dollar client portfolios, ensuring projects met deadlines, budgets, and quality standards, while maintaining exceptional client satisfaction scores (CSAT >90%). • Led the team that designed and managed market research projects focused on product development, portfolio management, and revenue optimization. Provided consultative sales support to commercial teams.
NielsenIQDIRECTOR MARKET RESEARCH, NIQ-BASES North America (Innovation, Brand and Portfolio Management)
Jul. 2016 - Sep. 2021Greater New York City AreaDesigned and managed market research projects focused on product development, portfolio management, innovation, and revenue optimization. Led cross-functional teams to ensure quality in data interpretation, generation of actionable insights, and client consulting. • Led +500 national and international research initiatives focused on product and portfolio optimization for various businesses, which generated successful innovations in the marketplace. • Sustained an average CSAT score above 90% and an NPS above 9 points from our clients.
NielsenIQClient Consulting Manager of Consumer Insights - LATAM
Oct. 2012 - Apr. 2016Buenos Aires, Argentina (from 2012 to 2014) - Santigo, Chile (Since Oct 2014)Leveraged a wide array of methodologies to design research plans to answer business questions for multinational clients in South American markets, this included: conjoint analysis/discrete choice, segmentation techniques, historic data modeling, syndicated sources, consumer data and multiple qualitative techniques. • Grew the Price and Portfolio business by over 40% from 2014 to 2016 with a CSAT score above 90% • Led research efforts for Coca Cola in South Cone, which opened the door for projects across the Americas with a net worth of over 5MM USD. • Created the research framework for the pricing and promotional business areas; consequently, achieving over 15MM USD of annual revenue in LATAM. • Awarded twice with the Simply Excellent Award for best-in-class client engagement.
Starcom MediaVest GroupResearch Coordinator Advertising and Media - Southern Cone
Jan. 2012 - Oct. 2012ArgentinaI started serving as Research Coordinator in 2012. Here, I planned and supervised researched projects for corporate clients of Chile and Argentina region, including P&G, Samsung, Kraft, and Fiat by employing a broad range of research methodologies. I also conducted comprehensive evaluation of consumer trends, media investment tools, and media metrics to frame future roadmaps for research initiatives. Lastly, I performed cluster analysis and profiled customers for customer segmentation and effective client management. ■ Executed regional media analyses focused on events (world cup, specific political/social events); consequently, increasing demand orders for research products by over 30%.
IE Business SchoolMaster in International Management
Jan. 2011 - Jan. 2012Madrid Area, SpainSpecialization Marketing & Sales Graduated in 5th position
Starcom MediaVest GroupResearch Consultant Advertising and Media - LATAM
Jun. 2010 - Dec. 2011• Managed research projects for Grupo Telefónica, HBO Latin America and Samsung Latam in 9 Latin American markets. • Developed Social Media Research for Grupo Telefónica: development of "conversational media" tracking reports. • Planned and executed Purchase Intention and Brand Engagement Tracking reports for HBO Latam in 5 Latin American markets: Argentina, Brasil, Chile, México and Venezuela. • Implemented in the Latin American region the "Samsung's Global Media Research Tool" to assess the competitive environment.
Coca-Cola FEMSAKey Accounts Manager – Modern Trade and Select Clients
Mar. 2009 - Jun. 2010Caracas Area, Venezuela• Developed national trade marketing and promotional strategies for 3 sales channels that accounted for 3% of annual profit, representing 600 pharmacies, convenience stores and supermarkets. • Managed external relations of Coca Cola Key Clients: increased overall growth in sales by 30% and extended the clients portfolio in 10%. • Planned and executed the launch of Coca-Cola Zero, achieving and incremental sales volume of 20% in pharmacies and convenience stores. • Managed the P&L and marketing budget for key clients. Responsible for investment analysis of new accounts.
Starcom MediaVest GroupSenior Analyst - Advertising and Media Research
Oct. 2006 - Mar. 2009Caracas Area, Venezuela• Planned and executed research projects for multinational clients (P&G, Kraft, Coca-Cola and Diageo), which included descriptive and inferential statistical data analysis. • Implemented global research tools for intent, communication and media tracking. • Awarded by Diageo based on performance, which included a bonus for the company of USD 20k. • Conducted media performance research specialized in digital media. • Executed P&G Communication Tracking Study for 3 categories at national level: measurement and analysis of Ad Awareness, Brand Awareness, Sales' Point effectiveness, Source of Awareness, Media Math, etc. • Participated in bidding process for new clients with positive results.
AIESECMember Committee President
Aug. 2004 - Jul. 2006Caracas Area, Venezuela• Generated more than USD 25k from Product Development projects , Sales & Account Management of talent development programs. • Directed the strategic development of the organization at national level from year 2004 to 2008, achieveng over a 40% of overall growth. • Selected as part of the Global Steering Team which led the development and implementation of the Balanced Scorecard globally. • Managed for 2 years an international team of young leaders, achivieving high organizational performance.
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