Experience

Calzados Sicura, C.A.

• Venezuela
• Retail Apparel and Fashion
• 1 - 100 Employee

• Business Intelligence and Exports Director

  • Sep 2019 - Present

  1. Achieved solid exports sales performance during the last year, now representing 12% of overall Sicura net sales value. Developed new commercialization models and distributor partners to sell the Sicura brand in 5 different international markets. Led the development and execution of a clear marketing plan to support exports sales.2. Developed a clear strategy with a 3 year plan of exports and commercialization of the Sicura brand, to expand its presence internationally. Created a roadmap of potential international markets, along with a solid and viable export portfolio.3. Transformed the existing portfolio to match international standards through quality certificates, enabling the commercialization to other Latin-American markets.4. Successfully developed and launched a new line of sport/casual safety footwear to recruit new set of users in different markets, based on latest global trends: comfort, style and distinctiveness.5. Led the development of global suppliers to properly source all raw materials required in order to meet the demand planning sales forecast.6. Worked with more than 30 different global suppliers, guarantying high quality international standards: cost-efficient and lead times. This results in long-term business partnerships. Show less

• Business Intelligence Manager

  • Apr 2015 - Sep 2019

  • Focused on driving and launching Product Innovations for the brand, in our same category, taking up on global trends to develop in our local market. • Developed strategic plans that lead the company’s growth in its segment• Determined key marketing initiatives to build on brand recognition and client focus in the Venezuelan market• Generated insights through market intelligence to build on creative recommendations to improve internal processes and final customer satisfaction.• Developed a deep understanding of competitors to strengthen and focus on our competitive advantage, shaping our differentiation strategy. Show less



Pernod Ricard de Venezuela

• Digital Media Manager

  • Jun 2013 - Sep 2013

  • Conceptualized the methodology for the development of new strategies and activities in the digital area and social networks of Pernod Ricard Venezuela’s brands; to develop and increase consumer-brand interaction.• Implemented strategies alignments and best practices of global luxury brands (Chivas Regal & Absolut Vodka) on Digital Marketing, as an integrated communicational strategy.• Identified and evaluated the impact of global tendencies inside the company in order to adapt the communication plan of brands to the consumer’s behavior and likes, aligning it with Pernod Ricard Americas’ digital team in order to execute new opportunities in global trends. Show less

• Associate Brand Manager Chivas Regal 12

  • Jun 2011 - Jun 2013

  • Developed a 360° strategy to elevate brand’s perception, resulting in a +2,2% increase of Share of Market until May 2013, and a +2% increase in annual sales to the end of fiscal year 2013.• Conducted “TTL” (Through The Line) actions that promoted the development of the “Brand Equity” under a new repositioning of the brand towards the new consumer, oriented to increase brand’s performance inside the Super Premium segment. • Innovated in bringing to life unconventional marketing actions to elevate Brand Awareness and consumption intent, through high impact outputs in different channels and touch points with the consumer: ATL, Digital, PR, Off Premise, On Premise & Out Premise.• Carried out the launch of 3 ATL marketing campaigns that increased in 13pp brand consideration, more than 600 events that impacted over 25.000 consumers, consolidated 8 promotions that generated 3% sales growth and digital pioneered and social media plans that constructed on the daily impact of the consumer. Show less



Pernod Ricard Venezuela

• Pernod Ricard Venezuela

• Assistant Brand Manager of White Spirits

  • Mar 2010 - Jun 2011

  • Completed a portfolio strategy for 3 luxury vodka brands, particularly focused on increasing Absolut Vodka’s brand consideration, and also to earn recognition on the market of new brands Wyborowa & Exquisite. • Delivered brand plans focused on generating awareness and consideration among Absolut’s strategic target, resulting in a +16% increase on Awareness to 78pp, +14% consideration to 67pp, and achieving a total Share of Market increase of +3,2% vs. previous year. • Prepared digital strategy “Absolut Network” directed to strategic target, with the objective of generating brand awareness among brand lovers and influencers, resulting in more than 2.000.000 interactions. Show less



Empresas Polar

• Venezuela
• Food and Beverage Services
• 700 & Above Employee

• Internship International Marketing of Malts & Beers

  • Jan 2009 - Dec 2009