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Work Background
American ExpressBusiness Development Sr. Analyst.
Oct. 2022San Jose, Costa Rica• Central America Region Issuer Management and Relationship point of contact.
• Supervision and Co-Develop of Annual Joint Business Plans.
• Definition and coordination for new product launches.
• Control and supervision of Marketing Communications and Events.
• Business Intelligence Reporting, Coordination and Management.
• Develop and Execution of Commercial Incentives.
Pitalia S.ACommercial & Exports Manager
Aug. 2018 - Sep. 2022Costa Rica• Development and execution of Marketing, Commercial and Export plans.
• Sales, distribution and profits forecasting.
• Supply and Demand process management • Development and execution of promotional and sales activities
• Trade shows development and management.
Hospital Metropolitano de Costa RicaCommercial Manager
Mar. 2017 - May. 2018Costa Rica• Annual Operating Plan development and responsible for monthly goals achievement¸ Planning, organization and execution of marketing and sales activities.
• Key Channel strategy and development (Insurance companies, Medical Tourism, Walk-Ins, etc).
Achievements:
• Increase of total billings by 24% vs prev. year as of Sept 2017, Increase of 30% of Corporate Health contract by Feb2018 and 36% in Medical Checkups.
• 5 out of 6 Insurance companies under renewed contract as of Feb 2018.
Grupo Pampa CRCSpirits Brands Manager
Oct. 2012 - Mar. 2017Costa Rica• Growth Drivers Planning and Execution: Brand Building, Visibility, discounts, VAPs/Gifting, Key Accounts and Category Management.
• Sales supervision, channel growth and development, Advertising and Trough the Line planning and execution.
Achievements:
• Responsible of 28% of Company Volume (cases) and 33% of Net Sale Value, with a 7% of growth.
• $1.3 MM USD Advertising and Promotion budget management
DiageoBrand Manager Sr (Grouper Diageo Portfolio)
Sep. 2008 - Jul. 2012Costa Rica• Direct Management of Johnnie Walker Brand.
• Execute Growth Drivers: Visibility, discounts, VAPs/Gifting. Category/Space Management. Local Key Account management and negotiation (On & Off Trade).
• Develop, execution and follow up of brand´s yearly business plans which include: ATL and BTL plans, OFF and On Trade plans and activation, PR and Digital Programs.
Achievements:
• $18.5 USD MM Net Sales (+9.5% vs Last year) Total Portfolio 2012 growth.
• $3MM USD Advertising and Promotion Budget management (direct $1.5)
• Best Christmas Execution 2011 NorthLAC Region
Philip Morris InternationalMarlboro Central America Brand Manager
Oct. 2006 - Aug. 2008• Planning and execution of brand’s short and long term marketing strategies for six different markets of the Central American region.
• Develop of a regional consumer promotion toolbox including communication material (ATL and BTL activities, events and direct marketing programs) and promotional schemes
• Line extensions planning, campaign develop and product and packaging definition.
Achievements:
• Costa Rica +31pp growth in smoker share by 2007, +2pp of Share of Market
• 1 Line extension launched in 4 simultaneous countries (CR, Gt, ES, Pan)
• More than 80.000 Legal Age Consumers reached through promotional events for F1 platform.
Philip Morris InternationalLow Price Segment Brand Manager
Apr. 2005 - Oct. 2006• Define and build new alternatives in Low Price Segment including developing a regional consumer promotion toolbox including communication material (ATL and BTL activities) and promotional schemes, develop and execution of brands short and long term marketing strategies for the region, for two different brands (NEXT & LIDER).
Achievements:
• 2 brand introductions in 1 year, including simultaneous launches in 4 countries
• 7 pp market share penetration across markets in 1 year.
BBDO (Publicidad Garnier)Account Group Head
Jul. 2004 - Mar. 2005• Direction and supervision of advertising accounts group which includes Cerveceria Costa Rica´s Imperial and Pilsen Beer Campaigns.
Leo Burnett Costa RicaAccount Director
Nov. 2000 - Jul. 2004• Responsible for Philip Morris Acc. CA Hub operation, Regional coordination with US HQ.
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