Daniela Negreda, Mba Email & Phone Number

Switzerland

- Advise Board of Directors in its governance and specifically in marketing positioning, strategy and promotion.- Provide consultancy in Marketing and Business development including but not limited to defining roadmap to become a sustainable business, branding & positioning, digital marketing strategy, and project management.- Undertake Lecturer role on subjects such as Leadership, Marketing, Broadcast, Big Data & Research, Team Management, Sales Process & Materials, Diversity Management among others.Clients include the Games expert IGNITX, NR Sports Volunteering Solutions, JF Sports Consulting, World Health Organisation (WHO) and Digital Partners Switzerland. Lectures delivered at institutions such as Sports Management School (SMS), Global Institute of Sports Business (GISB), European Sports Business School (ESBS), Universiti Putra Malaysia and Glion Institute of Higher Education.

Lausanne, Switzerland

• Managed the strategic development, production and implementation of the promotional brand campaign. With the objective of promoting Olympic values beyond Olympic Games period, these campaigns had an integrated approach of TV, digital, social media, two-way engaging communication and a pro-social activation component. The results were successfully surpassed each Olympic cycle including the participation of over 170 territories worldwide and total media gain valued around USD 80MM. • Oversaw the development of IOC proprietary consumer and B2B research studies. Provided analysis customized per stakeholder augmented by storytelling based on market trends. The research insights were used to successfully sell and renew partnerships; to define NOC’s brand strategies; to direct focus on partners’ activation; to track and address IOC reputation; to define the Olympic Channel audience and programming strategy; among others. • Developed, produced, and managed the IOCs Marketing Partner Recognition Programme. The implemented new communication strategy has changed the programme to an integrated storytelling approach resulting in higher participation from territories and substantial increase on the message exposure. • Led the development of effective fit-for-purpose sales tools which included compelling benefits to partner with the property. The tools were used for training, sales, and servicing of partners at all 3 levels of Olympic sponsorship resulting in various sponsorship renewals and new partners contracts with IOC, Host Cities Organizing Committees and National Olympic Committees, including the multi-million dollars deals with Bridgestone and Toyota. • Developed value-added consultation to internal and external constituents by delivering regular and ad-hoc insightful recommendations for strategic decision making. Additionally, facilitated on-going exchange of ideas and best practices for the continuous improvement of the Olympic Movement image and revenue.

• Developed, recommended, and implemented creative new customer specific programs for more efficient budget spending aligned to overall North American brand strategy. Received Indispensable Partner Award for exceptional retail execution which resulted in a 45% increase in shipments versus the previous year.• Effectively implemented innovation ensuring that brand message reach consumers and shoppers at the point of purchase to drive volume and market share. Created an experiential marketing approach for new category introduction that complemented the media and public relation campaign. Two years after launched, customer market share reached 70%. • Identified trends and opportunities by analyzing internal and external market data in addition to coordinating insight studies with market research team. Based on the insights from ad hoc research, a customized marketing program has been developed to reach shoppers before and during the shopping experience. After five months in the market, the product and program’s innovative approach has contributed to sales growth of 46.3% versus year ago. • Managed multiple cross-functional projects such as the development of customer specific packaging, which required production team involvement generating numerous secondary placement and support for launches. Another large scale project was the 2008 first ever Canadian Innovation Summit, which strengthened customer relationships to allow for in-store section layout testing and new category listings. • Managed effectively marketing and trade budgets of over $2 million dollars per customer ensuring the most efficient spending with maximized return on investment.

• Led cross-functional project team for the creation of analytical tool that helps data accuracy evaluation. Through this tool, post-evaluation of events are available with financial comparisons and market share data in a user friendly view. The tool has been used as a platform to develop the new customized ACNielsen Answers system for Kimberly Clark. • Developed a calculator concept to manage open commitments for more accurate trade promotion spending. The result for the first half of 2005 was $13.3 million dollars available for redeployment.• Managed project to unify budget and forecast processes for trade marketing and marketing activation teams. Responsible for processes, timelines, communication, resources and approval with leadership.• Created enhanced business rules to integrate database information provided by customers (POS) to internal reports that are based on ACNielsen data.

• Nationalized trade marketing tool for Latin America (known as Global Business Planner - GBP) considering the business specifications of each sub-region of the project.• Developed more efficient transaction system interfaces for the GBP tool (SAP). • Implemented GBP into the Austral sub-region of Latin America. Prepared all implementation processes for the Andean sub-region. Created and trained local resources in each country, allowing localized support for post implementation.• Managed the MIS and consulting teams for project completion.

• Development of strategic marketing plan for family care brands and group management of private label products. Responsible for P&L evaluation for categories and brands by distribution channel.• Responsible for $8 million dollar budget for media campaigns and nationalization of global concepts for local brands.• Management of cross functional projects with sales, marketing, research & development, and production for new product and packaging launches, new market segment introduction. With a focus on distribution channels, supply chain, production, and local sales team.• SKU optimization on product lines for cost reduction, resulting in positive operational profit.• Marketing research and P&L analysis for the creation, development, and launch strategies for new and existing products.

• Active participation in the development of the umbrella brand “Bauducco” for all products of the company, giving the guarantee of quality for lesser known products. • Development of media campaign with agency for the new company slogan signature.• Leadership consolidation of brand through on-pack promotional strategy.• Development of concept for chocolate Easter eggs and launch of new market segment for snack cakes based on ad hoc market research analysis.

• Development of in-pack and on-pack promotions together with POP material and shipping cases.• Mining and analysis of ACNielsen, Ibope and ad hoc research data.• Responsible for sponsorship and relationship marketing.

Professional Certificate, The Science Of Happiness At Work

Master, Global Management

Bachelor, Gastronomy

Continuing Education, Product Management

Bachelor, Social Communications With Emphasis In Marketing

Education record