Victoria Girod - Marketing Executive,

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Work Background

FreelanceGrowth Marketing and Branding Advisor

May. 2024My goal is to empower businesses to elevate their marketing strategies and achieve sustainable growth through tailored consulting services that blend creativity with strategic thinking. I help brands navigate the complexities of their markets and achieve sustainable success. • I enjoy solving complex brand and business problems. • I’m driven by constant challenges. • I love working collaboratively and in a multidisciplinary manner. • I team up with my clients 💪 The result? Actionable strategies based on real insights & data.

PepsiCoDigital Marketing | Consumer 1P Data & Engagement Strategy Sr. Manager for LATAM

Nov. 2021 - Apr. 2024Defined & Implemented the strategy for acquisition, acceleration & activation of consumer 1st party data across LatAm Foods & Beverages businesses, preparing the company for a Cookie-less world. Built for the first time ever within PepsiCo LatAm, a hole CRM ecosystem that includes the direct connections with consumers in our database. E.g.: consumer engagement platforms web & App based, email marketing, messaging strategy & evolution, loyalty across the sector. My role started on building foundations & evolution of Consumer data in PepsiCo LatAm: acquisition of 1st Party data, application through use cases in media, in portfolio growth & insights, and acceleration of data mindset across the sector; all with the objectives of bringing value to both the consumer & the company. I led the Data MarTech solution strategy, pilot implementation & roadmap, such as Salesforce Marketing Cloud, CDP, Data Mining, Receipt scaning technologies, among others. Led1PD business impact across the globe, understanding cost savings & value on Consumer Data for PepsiCo. With the MVP mindset we created the benchmarks with several pilots in the region, unlocking the data impact on business with an end-to-end perspective.

PepsiCoSnack Mixes & Protein Snacks Marketing Manager Regional

Mar. 2021 - Dec. 2021South America, Central America & CaribbeanLeader of De Todito Mixes brand strategy - third mega snack brand in the region- & New Protein Snack brand. Responsible of strategy application into brand plans, brand positioning and go-to-market strategies assuring the right portfolio VALUE Role & Contribution for Business Results. Owner of portfolio strategy, innovation, brand communications, activations, VIS ID, packaging for white spaces in five year plans. Development of De Todito brand societale role. Manage and develop direct report through coaching and mentoring to achieve brand plans. Won a Bronce Effie Award in Colombia with “No te quedes a medias” campaign with Piso 21.

PepsiCoChief to Staff (Temporary Position)

Aug. 2020 - Feb. 2021Leader of the weekly Brands Forum session of CASA region, in which the CASA's President and all the Regional & Function Heads participate; which enables teams to raise the bar on brand programs comprehensively by sharing updates, key learnings between different CUs. Leader of monthly reporting for the LatAm president along with weekly brand reports for ExComm, and roundtable marketing sessions for global teams. Leader of the quarterly Town Hall Marketing sessions for the entire community.

PepsiCoRegional Sweepstakes Brand Manager

Apr. 2020 - Mar. 2021Leader of the development of regional multi-brand & multi-country snacks promotions from an end-to-end perspective (from brief to implementation) in CASA region (South Cone + Andean + Caribbean & Central America) One single brief led to 2 winning promotions: "Ahora te toca ganar" (2020) built with an empathic insight, produced remotely during COVID lockdowns resulted in record results in all countries (sales, redemptions, etc) "El botín de Lays/Sabritas" (2021), partnering for the very first time globally with Netflix, licencing "La Casa de Papel" nbr 1 Series in LatAm has driven outstanding results in terms of sales, brand equity & redemption. This campaign gave me the honor of my first Effie LatAm award during 2021.

PepsiCoTwistos & Sunbites Regional Brand Manager

Nov. 2016 - Mar. 2020Greater Buenos Aires, ArgentinaOwner of Permissible brands Twistos & Sunbites long & short-term strategy across CASA region (South Cone + Andean + Caribbean & Central America). Owner of the development of a new Brand Purpose, including: - Its hole storytelling: guidelines & toolkits. Achievement: New brand book developed for Twistos brand (2020). - Media Strategy Plan for each brand and the Total Connections Plan for each country - Commercial Business Reviews - Development of adv campaigns together with key partner agency (End-to-end perspective). Achievement: Twistos Integral launch (2018) "Sabemos de qué estamos hechas" with record results in Twistos brand, targeting assets to different audiences for the first time in CASA. Link to main asset below - Five year innovation project & activation calendar, leader of its development & execution on a cross functional, international levels, fulfilling financial targets Key contact with global teams representing CASA globally With an entrepreneurial spirit beyond the core business, I led a new project boosting the snack brands development in white spa ces opportunities. A game changing environmentally sustainable solution, that steps up in the consumer's journey in a different way and brings incremental growth to the business.

UnileverCustomer Marketing Leader

Nov. 2011 - Oct. 2016Buenos AiresBusiness I've worked for: - Deodorants (October 2015 – October 2016) - Skin Care & Skin Cleansing (June 2014 – September 2015) - Savoury Categories: Broth, Soups, Pasta, Rices & Sauces (November 2011 – May 2014) Brands I was involved with in personal care business: Dove, Rexona, Dove Men+Care, Axe, Impulse, Lux, Lifebuoy, St. Ives, Pond´s; and in Savoury business: Knorr, Cicca & Wilde. Responsible of adapting the brand strategy to the whole point of sale strategy and execution of the category to bring bottom line growth. This included whole understanding, strategy & execution of trade, shopper and product marketing with ~1Million dollar annual trade budget management. - Trade Mkt: Promotions, seasonality and offers at POS, merchandising with effective communication (CTA definition, design and placement), marketing materials (creation of posters and displays), relationship with different types of channels (modern trade, wholesalers, distributors, direct retailers). Training for sales staff teams, building demand forecasting & inventory management, margin to trade. Perfect store strategy & execution. - Shopper Mkt: Consumer vs. shopper decision making including ZMOT, shopping missions, shopping experience, category management and exhibition. - Product Mkt: Market and brand analysis, competitive strategy within the category, pricing strategy, product and brand assortment per customer, per surface and per type of shopper, understanding brand utility opportunities, brand profitability, adjacent and complementary categories, cross-selling strategy. Product launches & Brand communication implementation on trade, including geolocated plans. All measured by sales growth, brand margin (MC%), trade margin with internal information; and share of market, share of shelf, share of wallet, brand equity key variables with external sources. Strong interpersonal & negotiation skills developed by being the key point of contact person with KAMs and brand marketing teams.

Grupo CCRBusiness Manager

Jul. 2011 - Nov. 2011City of Buenos Aires, ArgentinaCCR Group used to be an important company of Market Audit Research for FMCG industry in South Cone markets. Measuring whole market analysis: category unit & sales in pesos, Market share, distribution and exhibition mainly. Key point of contact for most important customers of the company: Unilever & Kimberly Clark, which involved management of the commercial relationship, resolution of claims, analysis and presentation of market information. I also had the responsibility of bringing new customers to the company. I had a three members in my team & was responsible of training, coordination and monitoring them.

Grupo CCRCommercial Sales Executive

Aug. 2009 - Jun. 2011City of Buenos Aires, ArgentinaCustomers: Arcor, Bagley, Kimberly Clark, SC Johnson, Grupo Peñaflor, Bodegas del Fin del Mundo, Papelera San Andrés de Giles, in between others. Analysis and presentation of information to clients. Assembling reports. Training, coordinating and following the assistants' performance. Management of commercial relationships with clients. Development of business opportunities.