Blanca Estrada

Marketing Manager @Bayer

Digital MarketingCopywriterTeam LeadershipData AnalysisMarket ResearchBrand AnalyticsStrategic MarketingBrand ManagementEvent Producer💸 MarketingCreative ProducerMarketing Analytics ManagerBrand Marketing ManagerCommunications Manager

Marketing and Project Manager professional with more than 15 years experience in multinational companies, being responsible for business steering among diverse markets such al Andean Región, Central America and Mexico. Extensive experience designing and implementing marketing plans, branding and comms strategy, loyalty programs, pricing and g2m schemes. Strong skills in project management, market research, consumer insights generation for both, B2B and B2C business. Result oriented, resilient, and chance agent with great capacite for leading teams through challenging decision-making processes.

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Work Background

BayerCustomer Experience for Northern Latam Countries (NORLA)

Jan. 2023 - Mar. 2024Guatemala, Guatemala · HybridDesigning and implementing B2B and B2C marketing strategies for core crops in Norther Latam Region (NORLA), which includes Andean countries, Central America & Caribbean and Mexico, leading local teams when rolling out marketing activities without losing sight on reaching financial targets such as sales and profitability.  Led the team through marketing plan implementation, always focused on capitalizing business opportunities and mitigating potential risks, achieving sales growth above 14% in contracted markets (growth ≤ 4%), gaining 2 points of market share.  Developed the sugar cane and banana business in Mexico, which presented great potential for the company, but lacked structure and support. At the end of the first year, sales increased by 18% thanks to the implementation of Bayer Expert Communities throughout the region, where employees put their knowledge at the service of Mexican producers.  Generated disruptive experiences for our VIP clients at high-impact regional conferences: ACORBAT (Miami), ATAGUA (GT) with high client acceptance (Satisfaction ≥ 98%).

BayerCustomer Experience Manager Andean Region and Central America (PACA Region)

Dec. 2020 - Dec. 2022Guatemala City, Guatemala, GuatemalaDefining marketing strategy for PACA Region, which includes Andean and Central American countries, with the main objective of homologating the image and key messages for TOP brands in core crops, continuously improving the return over investment.  Built the new way of working throughout the region, negotiating with business leaders which crops and brands will be prioritized in terms of investment. With this implementation we achieved a 15% saving in marketing investment throughout the region and an increased the TOP of mind of key brands.  Implemented the first regional marketing plan for Crop Protection business in PACA, thus increasing the sense of belonging in the entire organization thanks to the communication and recognition of “ONE” powerful vision.

BayerMarketing Head Central America and Caribbean

May. 2018 - Nov. 2020Guatemala City, Guatemala, Guatemala · On-siteDefining the commercial strategy for crop protection portfolio in Central American and Caribbean (CA&C) region. This strategy included all aspects of the marketing mix: Distribution (G2M), Pricing, Branding, Communication, commercial and loyalty programs.  Significantly improved the coverage (+8 points) and penetration (+12 points) of Bayer´s portfolio among the distribution chain, through the implementation of a new business model, one year after its implementation we managed to reverse the negative sales dynamics, reaching towards 2020 double-digit growth in sales.

AvonSales Manager for Retail Channel, México

Mar. 2010 - Sep. 2011Mexico City, MexicoResponsible for achieving sales and profitability objectives for the 8 stores located throughout the Mexican territory.

AvonTrade marketing Retail Channel, Central America

Sep. 2008 - Feb. 2010Guatemala, GuatemalaDesigning and Implementing Incentive/Loyalty Programs for CA&C customers, as well as rolling out Brand Image at point of sales.