Consumer Brand Manager

• Jan 2021 - Present

Brand Marketing: International Media Buyer and Partnerships Manager US and Canada

• Sep 2020 - Jan 2021

Brand Marketing: International Media Buyer US and Canada

• Feb 2020 - Jan 2021

Main achievements-Successfully negotiated budget deferments in 2020 coronavirus crisis.-Analysed and compared local performance versus national performance in order to gather insights on where to spend next.-Deep dived into industry performance, gathering insights on current strategies and trends.Main responsibilitiesResponsible for trivago’s television campaign strategy in the US including critical decision making on market budgets, creative mix, channel portfolios, daypart split etc.- Used performance data from topline analysis and direct response of different campaigns to predict further opportunities and driving the decision making.- Designed and built an elasticity analysis method and a forecasting model to increase the accuracy and reliability of market forecasts. This was used to better predict the brand marketing financial forecast within the framework of trivago’s strategy and objectives.- Also responsible for conducting numerous tests using different control parameters such as spend levels, channel mix etc. by generating the methodology and later, inferring the results. This data was subsequently used to capitalise on the trends by constantly updating the buying strategy.- Used trivago’s immediate goals and long-term objectives to negotiate annual contracts and review proposals with both, media agencies and television channels.- Built healthy and robust relationships with external (television networks) as well as internal (different departments within trivago) partners using trust gained through efficient and accurate information sharing.- Used presentations and common learning platforms to encourage interaction and information exchange between different team members thereby, creating a friendly and an inclusive environment. Show less

Brand Marketing: International Media Buyer UK, Ireland and South Africa

• Mar 2018 - Feb 2020

Main achievements-Developed and implemented a strategy to grow trivago’s presence in South Africa, doubling the visits YoY.-Increased by 5% the contribution of UK market and reversed the negative trend in visits.-Successfully negotiated two sponsorships on top programmes in the UK (Derry Girls and The Voice Kids).-Came up with a creative idea for Derry Girls sponsorship that was nominated for the Marketing Society-Star AwardsResponsible for trivago’s television campaign strategy in the UK, Ireland and South Africa including critical decision making on market budgets, creative mix, channel portfolios, daypart split etc.- Used performance data from topline analysis and direct response of different campaigns to predict further opportunities and driving the decision making. - Designed and built an elasticity analysis method and a forecasting model to increase the accuracy and reliability of market forecasts. This was used to better predict the brand marketing financial forecast within the framework of trivago’s strategy and objectives.- Also responsible for conducting numerous tests using different control parameters such as spend levels, channel mix etc. by generating the methodology and later, inferring the results. This data was subsequently used to capitalise on the trends by constantly updating the buying strategy.- Used trivago’s immediate goals and long-term objectives to negotiate annual contracts and review proposals with both, media agencies and television channels.- Built healthy and robust relationships with external (agencies and television channels) as well as internal (different departments within trivago) partners using trust gained through efficient and accurate information sharing.- Used presentations and common learning platforms to encourage interaction and information exchange between different team members thereby, creating a friendly and an inclusive environment. Show less

Brand Marketing: International Media Buyer and Facebook Specialist

• Jan 2019 - Jan 2020

Main achievements:-Rolled out more than 10 Facebook campaigns in more than 7 markets across the world. Roll out of the campaigns included estimating budget, audience reach and engagement.-Worked along creative production in order to create new Facebook creatives.-Analysed the performance of different Facebook products in order to select the ones that gave better incrementality.- Used performance data from topline analysis and direct response of different campaigns to predict further opportunities and driving the decision making. - Designed and built an elasticity analysis method and a forecasting model to increase the accuracy and reliability of market forecasts. This was used to better predict the brand marketing financial forecast within the framework of trivago’s strategy and objectives.- Also responsible for conducting numerous tests using different control parameters such as spend levels, channel mix etc. by generating the methodology and later, inferring the results. This data was subsequently used to capitalise on the trends by constantly updating the buying strategy.- Used trivago’s immediate goals and long-term objectives to negotiate annual contracts and review proposals with both, media agencies and television channels.- Built healthy and robust relationships with external (agencies and television channels) as well as internal (different departments within trivago) partners using trust gained through efficient and accurate information sharing.- Used presentations and common learning platforms to encourage interaction and information exchange between different team members thereby, creating a friendly and an inclusive environment. - Successfully negotiated two sponsorships on top programmes in the UK (Derry Girls and The Voice Kids). - In addition to the media buying responsibilities, also assumed the position of English cluster Facebook specialist hence, gaining further insight into online social media marketing. Show less

Local buyer hair care, feminine protection and deodorants

• Jun 2016 - Sep 2016

Main achievements:-Successfully on boarded a new local buyer for the personal care department-Supervised a team of three people, including two local buyer assistants and a local buyer.-Created a new modular based planning for hair care which optimized the shelf space by 5-10% depending on the store.-Improved the pricing strategy that resulted in end consumer savings of 7% and cost reductions of 10%.Responsibilities• Responsible for the sales, margin and profit (P&L) goals for my assigned departments and store formats.The categories assigned during that period of time were the following: hair care, feminineprotection and deodorants.• Responsible for maintaining the relationship with suppliers, guaranteeing the best conditions forboth parties.• Managed an assistant and work thoroughly with logistics, modular based planning, merchandisingand marketing teams.• Responsible for the design and implementation of modular based planning.• Responsible for the marketing mix of the assigned categories• Responsible for assigning pricing strategies for the product portfolio• Responsible for supervising the leaflet publications of the assigned categories Show less

Category Manager Baby Care, Pet Care and Tableware disposable

• Aug 2015 - Jun 2016

Main achievements-Worked along category leaders to create Baby World in Walmart stores which resulted in an increase of modular space of 12%-Worked along category leaders to roll out Baby Fair in Walmart, Paiz, Maxi Bodegas and Despensas Familiares. This resulted in higher sales of 5-15% YoY for the whole category.-Worked along category leaders to roll out Pet Fair in Walmart, Paiz, Bodegas and Despensas Familiares. This resulted in higher sales of 10-20% YoY for the whole category. In the fair there was also an adoption center and 10 dogs were adopted to loving families.• Responsible for the sales, margin and profit goals for my assigned departments and store formats.The categories assigned during that period of time were the following: baby care, pet care, tableware disposable and trash bags.• Responsible for maintaining the relationship with suppliers, guaranteeing the best conditions forboth parties.• Managed an assistant and work thoroughly with logistics, modular based planning, merchandisingand marketing.• Responsible for the design and implementation of modular based planning.• Responsible for the marketing mix of the assigned categories• Responsible for assigning pricing strategies for the product portfolio• Responsible for supervising the leaflet publications of the assigned categories Show less

Category Manager Beauty Care and Hair Care

• Sep 2014 - Aug 2015

Main achievements:-Reverted the negative growth trend for Hair Care shampoo. This was done by negotiating better prices and costs with the category leader. This resulted in YoY growth for the first time in 3 years.-Reverted the negative growth trend for Hair Dyes. This was done by promoting a niche product and getting a larger assortment of this brand. This resulted in YoY growth for the first time in 2 years.-Hired and managed an assistant Buyer.• Responsible for the sales, margin and profit goals for my assigned departments and store formats.The categories assigned during that period of time were the following: hair care, feminineprotection and cosmetics & beauty care.• Responsible for maintaining the relationship with suppliers, guaranteeing the best conditions forboth parties.• Managed an assistant and work thoroughly with logistics, modular based planning, merchandisingand marketing.• Responsible for the design and implementation of modular based planning.• Responsible for the marketing mix of the assigned categories• Responsible for assigning pricing strategies for the product portfolio• Responsible for supervising the leaflet publications of the assigned categories Show less

Trainee

• Dec 2013 - Sep 2014

• Trained in: supply chain management, item file, modular based planning, commercial team anddistribution centers.• Received the Category Assortment Training.• Part of the first team of commercial trainees in Walmart Central America to complete the program.

Risk Analyst

• Jun 2013 - Nov 2013

• Responsible for analysing financial statements of clients and determining its financial strength. • Responsible for credit rating reports which were sent to Superintendecia de Bancos (Superintendence of Banks) and for awarding risk ratings to customers within the bank. • Created a handbook for the guidance of risk reports to assist new employees. • Responsible for analysing financial statements of clients and determining its financial strength. • Responsible for credit rating reports which were sent to Superintendecia de Bancos (Superintendence of Banks) and for awarding risk ratings to customers within the bank. • Created a handbook for the guidance of risk reports to assist new employees.