Cesar Moreno Email & Phone Number

Mexico City Area, Mexico

• Accountable for leading deployment & increasing utilization of the entire analytics spectrum, from basic thru advanced solutions (Marketing Mix Models, Consumer Demand Modeling; Conjoint Analysis; Predictive Modeling)..
• Successfully developed the Analytics Strategy for Mexico & Central America, which aided the commercial organization’s decision-making process by identifying opportunities that drove efficiencies for growth.
• Implemented marketing mix analytics for the key brands, that optimized media spending and identified more effective and efficient BTL activities, generating additional sales and improving return on investment.
• Created a suite of diagnostics that helped define brands' regular and promotional price strategies, facilitating the delivery of revenue and volume goals.
• Co-developed an internal tool that identified the most productive product portfolio and optimized its distribution.
• Led and facilitated formal & informal training to the commercial team, dedicated to strengthening its business analytics capabilities, fostering adoption of a culture of continuous improvement.

New York, NY, USA

• Set up the function of Business Analytics in the Latam Division to elevate the competency of business analysis across the region and to establish the discipline of rigorous evaluation of the marketing spending. Ensure.
• Led implementation of MMM programs in region’s key markets and categories, delivering USD 48+M on identified opportunities
• Led the pilot of a price & promo modelling tool, which optimized response to regular and promoted price activities, successfully adopting this tool in several categories in key markets.
• Designed and deployed a brand-new reporting system, that enabled a substantial increase of analytical capacity for the divisional team.
• Participated actively in the development of an MMM training, which was included in the company’s global curricula.

Mexico City Area, Mexico

• Support brand teams on the definition of marketing strategies for oral, personal and home care products, identifying consumer and shopper dynamics through conducting all types of qualitative research and quantitative.
• Carried out the research that led to the Suavitel relaunch under the no-ironing claim.
• Led testing for successful formulae cost optimization for key brands.
• Conducted the first retail environment mapping study, for oral care categories, optimizing brand assortments, elevating conversation with retailers and strengthening company’s reputation as the oral care expert.

Mexico City Area, Mexico

• Worked in partnership with Marketing and Sales teams impacting on business direction and results of brands such as Colgate, Palmolive, Speed Stick, Stefano, Caprice, Axion, Fabuloso, Suavitel.
• Analyzed and consolidated the information generated through diverse market studies for each brand and product category, identifying consumer dynamics in order to inform market strategies.
• Reviewed and approved research proposals, reports and executive summaries.
• Selected and assessed new and current suppliers.
• Coordinated the needs assessment and planned the annual Market Research programs for the product categories under my responsibility and ensured its proper implementation throughout the year.

Msc In Statistics, Statistics

Diploma In Applied Statistics

B Sc In Actuarial Sciences