Experience

Church & Dwight
• Religious Institutions
• 1 - 100 Employee
• Customer Strategic Marketing Channel Manager - Specialty Hair

  • Sep 2022 - Present


BIC

• Egypt
• Pharmaceutical Manufacturing
• 1 - 100 Employee

• Senior Trade Marketing Manager

  • Oct 2021 - Feb 2022

   Responsible for Trade strategy of all sales channels (Retail, TT, Convenience, Pharma, Club Stores, Stationery channel, partly E-commerce) with 5 direct reports.  Assured correct trade spent according to NES & profitability (key account and TM budget).  Led RGM for trade initiatives, measuring post-mortem with volume lift, ROI, SOM, Sell-Out, EBIT. Analyzed trends to improve Sell-Out with different external/internal data (shopper studies) to create storytelling for customers. Stationery: Developed Special Packs for 2022 (15% of NES). Led Back-to-School seasons planning committees and for Back-to-Office in January reached 70-80% Sell-Thrus of new product launches.  Shaver: Achieved excellence in store execution with visibility off-shelf in adjacent categories (+30% in SO). Improved category value with ready-to-sell exhibitions and listings in Wal-Mart (+7% in SO ´21 vs ´20). Unlocked different sales opportunities by leveraging customer relationships and joint business planning. Show less

• Trade Marketing Manager

  • Mar 2020 - Oct 2021

   Focus on operational excellence of strategy and client plans in the POS. Plans developed with risk sceneries due to pandemic, assuring trade spent effectiveness and ROI for all activities (%ratio aligned with NES). Team assured EBIT target. Successful trade and SM activity for home office products and Marking segment growing +20-30% first 3 months of lockdown. Stationery: I developed and successfully implemented a consumer-centric promotion with a partnership with Playmobil. POP material in >700 POS, 3.2M impressions in FB ads & bloggers, 5% ER on client’s SM. Show less

• Business Development Manager

  • Dec 2017 - Mar 2020

   Strategic trade planning and annual roadmaps for modern channel, assuring on-going base business health and created demand trough new trade initiatives. Sell-In/ Sell-Out growth (15-20%) in Shaver and Lighter through exhibition projects in check-out and special seasons. In Stationery managed core assortment for customers, improving item rotation, reduction in DOH by 30%. In collaboration with Category Mgmt. launched shopper study and price architecture project. Developed disruptive exhibition plans for BTS season (Bic SOE 36% vs 25% SOM). Show less

• Trade Marketing Manager

  • May 2017 - Dec 2017

   Responsible for annual activity plan and go-to-market initiatives of all modern Retail chains and Stationery stores, planning and execution of BTS strategy and visibility in POS (>20,000 exhibitions). Assured hero product presence and SOE, increasing Sell-Out/Sell Thru of top products. Successful go-to-market for premium shaver launches, recovering Sell-out by 15-20% and gaining SOM.



Henkel Capital S.A. de C.V.

• Trade Marketing Manager MT

  • May 2013 - May 2017

   Planning, execution and post-mortem analysis of Trade activities and visibility plans for detergent brands in all channels. Development of Persil in all major retail customers, gaining 5% SOM in 3 years.  Successful execution of mixed exhibitions of powder and liquid detergent, steering the switch in usage to liquid, improving GP by 20pp and achieving Sell-Out growth in liquids of +18%. Successful Launch of Vernel Crystals in 2015 reaching category leadership in only 2 years.  I developed a first-time consumer promotion achieving +15% Sell-Out increase.  I managed the all-year demo support in POS, assuring correct training, presence, and Sell-Out result. Show less

• Assistant to Sales Director

  • Jan 2012 - May 2013

  Administrative assistance, control of administrative sales spent and event organization



Grupo Desmex, S.A. de C.V.

• Administration & Marketing of Mexico Branch Office

  • Jul 2011 - Dec 2011

  Responsible of Mexico Brand Office Attending clients in the store Creation of sales tools and market research Responsible of Mexico Brand Office Attending clients in the store Creation of sales tools and market research



Biobizz Worldwide

• Spain
• Biotechnology Research
• 1 - 100 Employee

• Marketing Assistant

  • Sep 2010 - Apr 2011

  • Assisting in development of market strategy and of promotional activities. Post-mortem measurement. Administration of media and promotional budget, looking for savings and ROI effectiveness. • Creation of client activities, selling material, preparation of trade shows and purchasing activities. Other activities to support Marketing and General Management. • Assisting in development of market strategy and of promotional activities. Post-mortem measurement. Administration of media and promotional budget, looking for savings and ROI effectiveness. • Creation of client activities, selling material, preparation of trade shows and purchasing activities. Other activities to support Marketing and General Management.