Analytics Lead

• Jul 2023 - Present

Trade Insights Manager LatamNorth & Caribbean

• Mar 2019 - Jul 2023

Descripción-Optimization of Nielsen Intelligence reporting by 93%. -I strengthened the overall trade marketing strategy through the identification of opportunities that enabled us to grow by up to 0.7pp in '22. -I saved $35m over 2 years by providing the relevant insights to make the right resource allocation decisions. Reporting to the Head of Strategic Planning & Insights, managing 2 executives and 1 analyst with a budget of USD 980K/year. Responsible for driving insights agenda across marketing teams. Influence strategy development against the key priorities of generating brand growth and consumer top of mind at different levels of the organization. Develop channel strategies and capitalize on emerging segment trends. -Optimization of Nielsen Intelligence reporting by 93%. Led the acceleration of marketing's digital transformation by creating dashboards and automating Nielsen reports. This reduced the process from 5 days to just 3 hours, improving decision making and service. -I strengthened the overall trade marketing strategy through the identification of opportunities that enabled us to grow by up to 0.7pp in '22. I actively participated in creating regional plans through annual diagnostics that enabled us to achieve sustainable share growth in 2020 and turnaround of 2022. -I saved $35m over 2 years by providing the relevant insights to make the right resource allocation decisions. Working with cross-functional marketing teams, I evaluated major marketing investment projects to determine return on volume versus cost of implementation to identify efficiencies or adjustments in strategic priorities. Show less

Key Account Manager

• Oct 2017 - Mar 2019

-I increased Circle K's Net Available from 13% to 17%.Reporting to the Head of Key Accounts, managing 2 analysts. Responsible for managing and building relationships with 9 key accounts, identifying needs and requirements. Lead coordinated sales efforts according to priorities to gain market share and revenue.-I increased Circle K's Net Available from 13% to 17%. Negotiated the extension of the contract to 3 years (2018-2020), improving the ratio of investment to available space through Pay4Performance plans allocated to the chain's potential incremental margin. Show less

Marketing Brand Manager Jr.

• Sep 2016 - Sep 2017

-Ensured Camel volume (13% of the BAT portfolio) remained stable during the brand transition, successfully protecting business continuity.Reporting to the Head of Brands, with 1 analyst reporting to me. Responsible for the management and development of the Camel brand, ensuring the building, protection and consolidation of the BAT portfolio.-Ensured Camel volume (13% of the BAT portfolio) remained stable during the brand transition, successfully protecting business continuity. I successfully defended BAT's interests and guaranteed the sustainability of the portfolio during the legal termination of the JV by identifying and managing operational risks that allowed the brand to maintain its market share in its monthly targets (protecting a monthly turnover of $259 million) during the critical phase of the termination. Show less

Consumer Insights Manager

• Apr 2015 - Sep 2016

-I have negotiated a 6-8% increase in the number of projects with no change in the annual fee, thus achieving efficiencies in the annual budget. Reporting to the Head of Strategy, Planning & Insights with responsibility for 2 executives and a budget of $450K/year. Accountable for coordinating, designing and overseeing the execution of BAT's consumer market research in order to provide business insights to define the company's portfolio strategy.-I have negotiated a 6-8% increase in the number of projects with no change in the annual fee, thus achieving efficiencies in the annual budget. I was in charge of the negotiations with the main agency (Kantar - TNS) and introduced efficiency proposals in the implemented methodologies that did not compromise the quality of the results. Show less

Convenience Area Manager

• Oct 2013 - Apr 2015

-I've managed to grow 7-Eleven by 24% in 21 months.Reporting to the Northeast Regional Manager. Managing a team of 13 representatives and 2 supervisors. Responsible for leading the sales team in the correct supply of BAT brands to convenience chains, pharmacies and supermarkets (7Eleven as main client) in Monterrey, being the link with the consumer and ensuring the execution of the brands.-I've managed to grow 7-Eleven by 24% in 21 months. Led the team to better manage to maximise demand across territories. In addition, we delivered 9% like-for-like growth and 0.6pp additional market share (highest level achieved until January 2015). Show less

Trade Insights Executive

• Apr 2012 - Oct 2013

Reporting to the Trade Insights Manager, responsible for developing analysis using internal and external (Nielsen) information to generate actionable insights to support channel decision making and portfolio development. Monitor key performance indicators and ensure effective implementation of marketing strategies.

Client Services Executive

• Jun 2008 - Apr 2012

Managed a portfolio of accounts (clients: BAT, Sigma, Ferrero, Alen, Gruma, Brown Forman, Tyson Foods), acting as Nielsen's main point of contact, with the aim of solving business problems using the company's various tools, mainly through the analysis of indicators such as market share, sales, displacements, FMCG category distributions. Managed a portfolio of accounts (clients: BAT, Sigma, Ferrero, Alen, Gruma, Brown Forman, Tyson Foods), acting as Nielsen's main point of contact, with the aim of solving business problems using the company's various tools, mainly through the analysis of indicators such as market share, sales, displacements, FMCG category distributions.