Edna Guerra, Mba Email and Phone Number

Responsible for ensuring every consumer experience with Adult and Feminine care brands (U by Kotex, POISE, DEPEND) was of highest quality and consistent across channels (social, product reviews and consumer services) in the United States & Canada. Led the strategic and executional approach for social channels presence and the collaboration with consumer services for proactive, reactive and risk management initiatives. As first point of contact with consumers, drove analytics, insights and continuous improvement for all one-on-one consumer experiences. Coached and oversaw social content for proactive and reactive events. Provided results, monitoring and benchmarks for all social activities. Key contributor during crisis management activities, helping with decisions that impacted consumers, brand and business. Led team of social community managers and work closely with internal and external cross-functional teams to achieve business goals.Key Achievements:- Delivered social strategy across channels to establish connection with consumers, surpassing 15% target engagement rates.- Integrated consumer feedback from social and consumer services into editorial strategy, improving brand communications.- Led readiness plan and execution for U by Kotex Tampon recall handling 5K+ consumer contacts.- Collaborated with global team to implement social channels tools best practices and enhance presence in the US.- Implemented software to integrate management and reporting of social conversations and product reviews across brands.

Led planning and execution of integrated marketing programs for Huggies, Kleenex, U by Kotex, Kotex, Pull-Ups, Goodnites, ensuring seamless consumer experiences and achieving business goals. Drove application and acceptance of brand foundational tools and their linkage to commercial programs in market execution. Championed integrated marketing programs channel landscape, broadly representing paid, owned, shared and earned. Delivered program execution excellence through collaborative planning with cross functional teams aligning on milestones, project timelines and resource management of the program and total business needs. Served as sounding board/resource to brand teams on the integration of creative executions. Managed A&CP budgets, vendor and agency relationships. Collaborated with internal and external stakeholders such as senior management, brand management, global teams, finance, sales strategy, customer development, analytics, legal, quality, regulatory., procurement and external agency partners. Led Kimberly-Clark enterprise multicultural program – “Madre y Mujer.”Key achievements:- Drove development of Huggies program, resulting in penetration gains and increasing share for wipes business. - Led award-winning campaign for Kleenex, leading to 2.1% share growth. Delivered unique digital content partnership with Facebook, creating 30+ videos with 100M+ views and view rates of up to 50%.- Launched U by Kotex brand across marketing channels reaching 70% of target audience.- Supported Kotex integration into U by Kotex brand, maintaining pads volume after prior year declines.- Led development and implementation of enterprise Hispanic marketing program leading to 4% sales lift across K-C brands.- Owned first on-pack promotion for Pull-Ups, leveraging Disney partnership, delivering increase in market share and brand awareness.- Introduced innovative sampling program for Kotex, increasing brand penetration and awareness with 15MM consumers.

Managed development and execution of commercial program, including unique sampling program execution. Accountable for timeline management and day-to-day operations to deliver project execution successfully working closely with communications planner, producers, coupon managers and media manager. Managed A&CP budgets. Initiated and managed work with Agencies of Record, developed and tracked Scopes of work.

Led consumer promotion strategy and planning for KOTEX brand as part of Integrated Marketing Communications team. Managed Pull-Ups and Goodnites brands. Led Madre y Mujer, the Enterprise Hispanic Platform.

Developed promotion strategy and delivered consumer promotion plans for various categories via integrated marketing process. Designed innovative targeted in-store program for Claussen brand and negotiated withvendor for efficient implementation in over 11,000 retailers. Program increased brand share by .5%. Led and won stratetgy award for development of "Oh, I Wish" integrated promotion for core meat category.

Led cross-functional team in the development and execution of integrated Lunchables on-pack promotions including in-line and off-line consumer communication. Led execution of Scooby-Doo promotional partnership for Lunchables brands achieving 3% volume increase and 8% velocity increase. Managed first ever Lunchables licensing strategy with Play-Doh.

Led Oscar Mayer's Hasta La Fama integrated effort to increase awareness and trial in for US Hispanic markets resulting in over 25 million consumer impressions. Managed execution of Hispanic media planincluding print, TV and radio advertising. Completed situaiton analysis of U.S. Hispanic market to provide strategic direction for the business. Led Hispanic Employees Council's internal and external initiatives increasing membership by 20%.

Managed integration of new BOCA division and implemented Kraft's consumerpromotion processes. Developed and executed consumer promotion plans to support new BOCA positioning strategy. Integrated external resources including promotion agencies, photo studio and suppliers.

Managed and executed national consumer promotion progrgams for Lunchables and core meat brands with budgets ranging between $5MM to $16MM. Executed Lunchables Pokemon tie-in promotion achieving 8% volume increase and 16% product velocity increase. Managed development of POS and sales communicaiton materials.