Experience

Productos Torre S.A.

• Manufacturing
• 1 - 100 Employee

• Marketing Manager Negocio Escolar

  • Sep 2021 - Present

• Marketing Senior Product Manager

  • Jun 2017 - Sep 2021

  Líder de la estrategia de Marketing para las unidades de negocio Escolar, Profesional y Editorial de Torre. Responsable del desarrollo de nuevas líneas de producto, innovación en sustentabilidad y estrategias de rentabilización de portfolio. Negociación con fabricantes nacionales e internacionales (Asia), agencias de medios y marketing digital, influencers y clientes de los grandes retailers y distribuidores para Chile, Uruguay, Paraguay, Colombia, México y Honduras.

• Marketing Product Manager

  • May 2015 - Jun 2017

  Líder de la estrategia de Marketing para la Categoría de Manualidades, segunda categoría de mayor peso y crecimiento para la marca Torre, involucrando:- Desarrollo del Plan Estratégico de la Categoría, alineado al posicionamiento de la marca Torre, incluyendo objetivos numéricos, lineamientos comunicacionales, promocionales, pricing e innovación a 2 años. Gestión del portafolio de productos, optimización del mix en base a rentabilidad y cobertura en el mercado.- Entendimiento de las tendencias del Back to School para desarrollar productos o proyectos que aporten al crecimiento en Market Share de las sub-categorías de Manualidades durante Campaña Escolar. Desarrollo de nuevas líneas de negocio para impulsar el crecimiento de la Categoría fuera de la Campaña Escolar.- Gestión del presupuesto de marketing y construcción del P&L asegurando los objetivos de rentabilidad del negocio. Análisis de la demanda y el mercado para estimación de Forecast por canal/cliente. - Definición de campañas comunicacionales y relación con agencias: Medios impresos, vía pública, RR.SS y web, eventos, auspicios, entre otros.- Liderazgo de equipos multifuncionales, tanto internos (Desarrollo, Abastecimiento, Trade Marketing y Ventas), como externos (Agencias creativas y de medios) logrando así la implementación de campañas exitosas y los objetivos de volumen y rentabilidad del negocio. Show less



Procter & Gamble

• United States
• Manufacturing
• 700 & Above Employee

• LA & NA Product Research Senior Engineer

  • Feb 2014 - Oct 2014

  - Defined Crest's dentifrice formulas for new products expansion in the 1 and 1+ tier in Latin America for 14/15 fiscal year, leveraging on formula evaluation with consumers and market research.- Identified breakthrough innovation areas for Premium therapeutic products via qualitative and quantitative research and market data, resulting in a definition of a new consumers segment, based on unmet needs in Oral Care.- Co-design of the Marketing Mix for Premium and Super Premium OTC products, involving consumers and professionals from NA and LA.- Participation in Brand's activation plans by leading the development of compelling technical demonstrations for Premium and Super Premium products, used in Conceptual Sells with customers, KOLs and agencies. - Product Research leader for LA Board of Health registration of product innovations and breakthrough technologies in Oral Care Premium tier in Latin America.- Technical Readiness Leader for Registration and Start of Production qualification for several LA and NA plants, following the highest QA standards. - Quality Assurance category leader for Self Improvement Programs. Established action plans based on CAPAs for internal and corporate audits. Investigated and reported quality alerts in the organization via root cause and why-why analysis.- North America Claims Manager SPOC: Drove Crest Pro-Health dentifrice Franchise innovation via substantiation and approval of merchandising materials and storyboards for winning at FMOT with consumers and key customers in the US (Walmart, Costco, Sam's Club, Target & Kroger) Show less

• North America Product Research Engineer (6 months Especial Relocation Assignment)

  • Aug 2013 - Feb 2014

  Six-month relocation assignment as Product Research Engineer and Technical leader for North America, U.S. and Canada, Crest Pro-Health toothpaste innovation. - Technical Readiness Leader for Qualification and Start of Production in Greesboro, NC plant for Crest Sensi products in North America, delivering a sell-in volume of 129 index versus booklet in the launch with retailers.- Defined meaningful release specifications for toothpaste formula based on consumer-to-product statistical modeling. Used statistical tools as @Risk and SPSS.- Co-designed Crest Pro-Health Intensive Clean marketing strategy, leveraging on consumer insight knowledge and formula's point of difference vs competition, achieving a sell-in volume of 126 ix vs booklet with key retailers at launch.- Technical leader for substantiation of Crest's superiority campaigns: "Go Pro", "Dr Stork", "4 out of 5" and "Crest Sensi" in North America, achieving 19.5 pt $ share in the Premium segment by July 2014. Substantiation letter responsible for TV networks, working in partnership with technologists, clinical experts and Brand.- Optimized Crest's Super Premium tier portfolio through formula, in-market results and consumers evaluation, that enabled to reduce leaky buckets in profitability for Crest's architecture.- Designed competitive claims for commercial campaign against 2 of the main oral care business competitors in NA, translated into TV and Digital Ads. Show less

• Global Product Research Engineer (1 year Special Assignment)

  • Sep 2012 - Aug 2013

  Product Research leader for Global Oral Care Premium business, supporting regional business units in Crest, Oral-B and Blend-a-Med brands expansion across globe. - Coordinated Upstream Market Research for development of breakthrough innovation and commercial campaigns for Crest, Blend-a-Med and Oral-B brands in Europe, NA, LA and Asia.- Managed learning plan for evaluation of new formula and concepts with consumers in the local markets and provide focus to product innovation efforts.- Developed dentifrice formulations Global Database, enabling portfolio optimization and savings to the Company across regions. - Partnered across cross-functional teams (Marketing, Technologist, Clinical Experts, Product Supply) and drove technical resolution of risks in early project stages for disruptive innovations. - Quality Assurance leader for Self Improvement Program in Oral Care R&D LA. Established and assure completion of a detailed action plan to improve quality systems in the category based on internal and global corporate audits. Show less

• Latin America Product Research Engineer

  • Jun 2011 - Sep 2012

  - Designed "Desafio Boca por Boca" commercial campaign for Crest Pro-Salud Mexico and led the execution in parallel of Clinical and Practice-based studies with UNAM/ADM dentists. This campaign resulted in a Social Responsibility contribution to Leon, Mexico inhabitants as well as a business growth of +8pt of share and equity revamp vs the leading competitor. Project awarded with 3 of the highest recognition from: Company's Chief Technology Officer (CTO), R&D Community and Oral Care Global President Group for Building Innovation and Best-in-class execution and results.- Partnered with cross-functional team to develop insightful stories that connected consumers with breakthrough innovation, generating quantitative and qualitative data and leveraging on statistical tools to improve key opportunity areas on commercial communication. - Technical leader behind formula qualification of toothpastes, mouthwashes and dental flosses for expansion in over 17 countries of Latin America. - Competitive intelligence leader for Oral Care Tier 1 products in LA. Tracked down competition new technologies and led competitive response in forums like CONAR (Brazil, Chile, Peru) and PROFECO (Mexico) - Quality Assurance leader for Technical Records. Implemented hardcopy to digital records and a program for best practices on records keeping. Recognized for improving category ratings on internal and corporate audits. Show less

• R&D Latin America Oral Care Intern

  • Aug 2010 - Jun 2011

  Analyzed technical data and literature and identified artificial substrates to mimic human oral hard tissues and biofilm for performace tests ex-vivo. Developed a technical demonstration based on products performance that was leveraged during Brazil's Oral-B Clinical Protection launch in 2011. Consolidated a global database for technical demonstrations, working in partnership with key technologist from NA, Europe and China.



Universidad Simón Bolívar

• Higher Education
• 700 & Above Employee

• Undergraduate Teaching Assistant for Thermodynamic of solutions

  • Jul 2009 - Dec 2009

  Teaching and lecturing support to Chemical Engineering students for Thermodynamic of Solutions course. Tutored students on problem-solving and assisted Thermodynamic Department's professors on tests and exams Teaching and lecturing support to Chemical Engineering students for Thermodynamic of Solutions course. Tutored students on problem-solving and assisted Thermodynamic Department's professors on tests and exams