Experience

Heura Foods

• Spain
• Food and Beverage Services
• 100 - 200 Employee

• Head of Category Management

  • Mar 2022 - Present

  Commercial Strategy: Build the European strategy and prioritization by country, sub-channels, assortment, activation plan and main tracking KPIs for Retail and Food Service. Being an active part in the company’s innovation process. Category Vision and Selling Story: Define plant-based meat category vision regarding space, in-store location and growth spaces, and translate it into a successful selling story for Retail and Food Service. Team Leader: Lead a team of four people (Global Category Managers and Juniors). Show less



Danone

• France
• Food and Beverage Manufacturing
• 700 & Above Employee

• • Nov 2021 - Mar 2022

• • Sep 2019 - Oct 2021

  Build both Proximity and On The Go channels sales strategy: analize internal and external market data (Kantar, IRI, Nielsen, Big Data tools), define PoS clusters, fulfill different shopping missions and customer needs regarding portfolio management and perfect store execution (placement, visibility, activation).In charge of developing category management strategies to improve sales and results by also fulfilling customer objectives and needs.Owner of perfect store execution design and ensure implementation by managing specialized external sales force (+50 specialized merchands)Identify growth opportunities for both channels and clients. Develop and execute action plans by building strong relationships with key partners (i.e. GM Foods, Covalco, Areas)Total channel turnover 70M€Achievements & Goals: from +1% in 2019 to +10% in 2020 Show less

• • Sep 2018 - Aug 2019

  In charge of the sales strategic development of Vitalinea and Danacol through brand portfolio management, promotional priorization, perfect store execution and growth opportunities (by channel and client).Along with the Marketing Department, define and develop the strategy for innovation products: business case construction (recommended price, weighted distribution, velocity) and launching plans (placement, promotions, visibility events).Monitor total Trade Marketing budget with the Finance Department. Show less

• • Dec 2015 - Aug 2018

  Responsible of key accounts from EDP Food Service division located in Comunidad Valenciana and Baleares.Manage key Hotel accounts such as Meliá, Barceló and Palladium Group through strategic commercial agreements and development of yoghourt category in the Hotel channel.Manage Specialized Distributors to reach new HORECA clients through specific skus developed for the channel.Manage key regional Catering accounts for the Social channel: Schools, Canteens, Retirement Home.Responsible of 2 specialized Sales Representatives.In charge of a total turnover of 7M€.Reporting to Food Service Sales Director. Show less

• • Feb 2014 - Nov 2015

  Management of modern trade PoS to ensure the proper functioning and implementation of commercial agreements with clients regarding promotions, assortment and store space.Boost commercial plans through extra PoS negotiation related to secondary placements, share of shelf, share of assortment and extra visibility activations.Build distribution routes along with local distributors to ensure accuraty and efficiency in deliveries to stores.Management of the local team of merchands & sales replacers.Directly reporting to Cataluña & Aragón Sales Area Manager. Show less



Oxfam Intermón

• Spain
• Non-profit Organizations
• 500 - 600 Employee

• Internship in Sales & Retail Department

  • Sep 2013 - Jan 2014



Smurfit Kappa

• Ireland
• Packaging and Containers Manufacturing
• 700 & Above Employee

• Administrative Assistant

  • Jul 2012 - Jul 2012