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Work Background
Multimédica Norte S.A de C.VMarketing and Business Development Coordinator
Aug. 2015México- Involvement in the main areas of the family business: HR, Administration, Strategic Planning, and Finance. - Creation of Marketing department as a company’s pillar: market research, targeted marketing strategy, marketing plan, and KPI’s to optimize the business potential growth, creating a PR auxiliary team to promote, and recruit new consumers in different channels, in order to make strategic alliances. - General detection of opportunity areas to migrate from an emerging or family business to a more strategic and corporate vision: HR- Training and development program, semiannual evaluations (employers & Company’s perception), incentive programs, optimization of jobs division and hierarchy, scholars program implementation, etc. Administration and finance: Control measures through monthly finance meetings with year to date comparison, evolution and trend growth with the steering committee and finance team, optimization of fixed and variable expenses, long and short term financial business forecast, financial analysis of specific actions (net revenue and return of investment).
ReckittBeauty Brand Manager
Feb. 2015 - Aug. 2015Mexico DF- Became beauty brand manager of all beauty and personal care brands of RB portfolio with only one month after joining the company, launching the first RB beauty specialized brand with excellent results (additional 60 MM in NR) without a group manager or scholar. - Construction, planning and brand strategy extension for 2016 as a driver of growth for RB Mexico. Marketing & promo launch plan, implementation, execution, analysis, and follow up of brand’s behavior by client, initiative and activation in units and net revenue.
RECKITT BENCKISERFoot Care Brand Manager
Jan. 2015 - Feb. 2015México- Launch of one of the most important initiatives for RB for 2015 worldwide: Amopé. A global success brand specialized in foot care for massive distribution: self-service stores, pharmacies, and price clubs. Allowed RB to enter to a whole new segment: beauty, with sales 10 times above the estimated volume reflected in forecast in Price clubs. - Market analysis, launch potential, client listing and distribution initiative, POS implementations: beauty advisors, merchandising and flagship stores. Direct contact with international and local teams from industry, development, finance, media, legal and regulatory. Media and digital investment definition, plan, and execution. - Financial deep analysis: Return of launch investment by sku, by initiative, monthly and FY estimated, monthly and annual expenses control (marketing & trade marketing)
L'OréalHair Color Product Manager
Aug. 2013 - Jan. 2015México- Responsible of four Hair Color brands: Preference, Excellence Mousse, Excell 10 and Excell 5 sold in retail, pharmacies, and price clubs; market analysis, launch planning and execution: Direct contact with industry/ logistics/ regulatory & legal/ for local product development. Direct agency contact: media, creative, digital flow, POS materials and promotional plan. Monthly Result & Status presentations to General Manager, Latin-American zone and International Management Committee. - Evaluation of launch ROI: Price Strategy definition, client discounts, P&L’s, Gross Margin and Product
Contribution, annual and monthly budget control and marketing strategy: TV flow, digital, Out of home,
POS. - Preference launch that allows to recover the positive brand trend (SOM) after six years of negative results with a MS evolution of 8.8% YTD’14 which allowed to create and lead a new segment in massive hair color market. - ANAVAL- Industrial value analysis improving 18% of the brand Gross Margin.
L'OréalHair Care Product Manager
Jul. 2011 - Aug. 2013Mexico DF- Hair Expertise: Creation and leadership of a new professional hair care segment in massive distribution, gaining 1MS point in the most Mexican competed market. L’Oréal Kids: Growth and maintenance of a brand with negative trend among new competitors with strong media investment. - Hair Expertise: Brand extension with new franchises, follow up of POS implementation, beauty advisors in POS, flagship stores proposal and implementation, annual launch plan. - L’Oreál Kids: Entire brand renovation for Latin American zone under a Mexican proposal, movies and cartoons licenses for promo, digital plan strategy, launch of brand extension.
Georgia Department of Economic DevelopmentInternship Student
Aug. 2010 - Jan. 2011Development plan of commercial missions, international relationships of investment, exchange and development. Export documentation, import, franchises, and business expansion between Mexico, San Antonio, Georgia and Massachusetts.
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