Cecilia Alvarez Email & Phone Number

Madrid, ES

Fregenal De LA Sierra, Extremadura, ES

Consulting services in the development of marketing strategies, innovation, KPI establishment, brand building, market analysis, and value proposition improvement across various industries such as QSR, tobacco, and software.Communication Professor at Down Madrid and speaker of the masterclass “Marketing Trends”.

Miami, FL, US

• Managed the brand business through cross-functional teams driving the brand team towards the long-term goals while delivering on the short-term objectives. Reporting to the CMO Iberia and supervising a team of 10.
• Developed the overall thinking & go-to-market strategy for the Portuguese market focused on the specific needs for this market with a clear differentiation from Spain.
• Supervised the media strategy in Portugal focused on TV, social media, agreements with Delivery key partners (Glovo and Uber Eats) and the constant growth of Burger King APP throughout the creation of content and.
• Defined and led Trade plans for Iberia aiming to improve the 3 company channels performance (Eat-in, Autoking, Delivery) via the design of customer journeys based on consumer insights.
• Negotiated commercial agreements with Coca Cola and developed partnership campaigns to increase Burger King traffic & average ticket.

• Reporting to the Western Europe Marketing Director and supervising a team of 11 employees.
• Led and implemented the company Marketing strategy across the portfolio brands, driving and delivering top and bottom line business development behind the identification of mid/long term market growth opportunities..
• Coordinated brand building marketing plans that further develop the different equities to maximize the company performance over time vs key competitors.
• Launched “Horizon” brand in the natural market with a very differentiating positioning and proposal to the consumer reaching 8,5% of market share.
• Created the strategic plan of Limited Editions in key brands to build brand image with a consideration improvement of 3,8pp.
• Rejuvenated Nobel and Fortuna image by launching new packaging and communication campaign to attract adults below 45 years old increasing equity by 2,7pp.

New Brunswick, NJ, US

• Led the Baby Care business for Southern & East Europe managing top brands (Johnsons Baby, Aveeno and Natusan) in 17 countries with an invoicing of 70M€ being responsible for the objectives delivery, strategy.
• Launched Desitin brand in 6 markets to maximize the portfolio in the diaper cream category increasing market share by 3pp.
• Designed a new model of digital communication to reach pregnant mums niche target via digital campaign surpassing the number of impact by 10% vs objective.
• Supervised the online reputational campaign in the South of Europe improving Johnson’s Baby brand image by 2pp after 3 years declining.
• Created an innovative 360º campaign for Johnson’s baby to react to Baby Dove with an increase in sales of 5%.
• Launched “Shiny Drops” range directed to the girls target with a campaign focused in the point of sale and digital obtaining a market share of 2% during the first 3 months.

Minneapolis, Minnesota, US

• Member of the board of directors reporting to the General Manager in Iberia and the South European Marketing Director. Invoicing 50M€ and supervising a team of 5 people.
• Defined the marketing strategy and supervised the marketing plans for all brands and HäagenDazsfranchise stores.
• Drove the vision for Iberia maximizing profitable volume growth and increasing the long term value of the brands.
• Optimized the digital plan establishing KPIs and creating a process to track results in all areas(social media, branded content, media, PR) resulting in an investment efficiency of 7%.
• Led the turnaround of HäagenDazs strategy in the minicups segment: +18ppt market share.
• Created a successful online activation including a new strategic communication directed at teenagers: 750.000 views / +15% likes.

Los Angeles, CA, US

• SENIOR MARKETING & TRADE MARKETING MANAGERReporting to the Marketing Director, set up the Department during the establishment of Paramount Pictures in Spain.MARKETING MANAGERManaged new Family Division during the.
• Coordinated the Marketing, PR and digital strategy of all theatrical launches including website, media, CRM, visibility in the point of sale and promotions.
• Improved the relation with the Sales Department obtaining a higher coordination in the Trade promotions, personalized plans per customer and point of sales materials.
• Created an impactful digital word of mouth local campaing for “Sex Drive” theatrical release improving the campaign efficiency by 12%.
• Led the digitalization plan in the point of sale reducing the implementation cost by 20%.
• Supervised a pioneer augmented reality campaign in out of home (JC Decaux) and digital with 15% interactions above objective.

Cincinnati, Ohio, US

• Managed the brand business through cross-functional teams driving the brand team towards the long-term goals while delivering on the short-term objectives.
• Launched 6 new brand ranges including pricing, positioning, distribution, packaging and communication plan.
• Led key local initiative focused on the Spanish consumer needs to diminish the barriers to trial with an increase in consideration of 3,3pp.
• Developed out of the box 360º campaign “Summer sexiest hair”: sales objective met in half time.
• Coordinated the action plan in the point of sale of “Masterpiece” to react to key competitor launch resulting in the sales stabilization.

New York, NY, US

• Coordinated the marketing effort for the international offices of catalog and new releases divisions in Los Angeles reporting to the Marketing Director.
• Analyzed and recommended the optimization of the price structure in Europe to react to Warner’s price reduction of their catalog titles.
• Launch of new products for the “The Simpsons” and “The Rocky Horror Picture Show” merchandise.

Executive Program, Digital Marketing

Seminar, Digital Marketing

Mba, Marketing

Certificate, Viral Marketing

Post Graduate, International Business

Administración Y Dirección De Empresas, Marketing

Programa, Inteligencia Artificial Aplicada Al Marketing