Gicela Carvantes Garcia Email & Phone Number

Querétaro, Mexico

· Responsible for the USA Market (Lucas & Turin Exports - LTE) and New Transactions (Cinemas, Department Stores, Bakery, Fast & Quick Service Restaurants) in Mexico.· Develop, create and execute annual and long term innovative strategies by increasing sales fundamentals to ensure a profitable business.· Launch and develop Turin brand in the US market and continue consolidating Lucas brand through innovation and C&D support.· Licensing co-management (Sazerac- Fireball, Diageo, Mars Wrigley commercial partners)· Display & Logistic agency management. Main Achievements: LTE: +17% channel growth, Turin US +74% growth, 94% ST. NT: Develop and executing Perfect Cinema strategy 50%+ SO. Woolworth captaincy behind internal strategy to develop the candy category.

· Responsible for leading Seasonals multichannel strategy focused on developing our top customers aligned to the strategic channnel management and category vision through portfolio and C&D support.· Execution accelerator. Ensure agile execution through process optimization for Innovation and base business.Main Achievements: Seasonals strategy leading to +6pp MAC and -20% TE budget vs 2018.

· Creation and execution of Seasonals multichannel strategy at POS focused on developing our top customers aligned to the strategic channel management and category vision.· Responsible for Seasonals follow up, invoicing, execution at POS and generating proposals for trade investment. Lead pricing strategy implementation.· Lead and develop ready-to-sell display for all channels.· Developed Turin Premium execution strategy to generate brand awareness and boost SO during Christmas and Valentine’s Day through winning exhibition and sampling.· Develop and implement innovative trainings for Field Salsesforce (400+ field sales executives and merchandisers) nationwide.· Co-creation of Seasonals Strategy with Top Customers. · Accountable of Mars Wrigley C&D budget.Main Achievements: Turin Premium +40% SO behind execution strategy (2018-2019). Increased Valentine’s Day 2019 +9% ST vs LY and delivered $129k USD savings in TE. Mars Wrigley as Walmart Seasonals Category Captain.

Querétaro Area, Mexico

· Responsible for leading, launching and executing Pedigree Dry LATAM innovation project “Más Carne” including artwork redesign, new packaging architecture, downsizing and strategy implementation through multichannel promotional activities with a 20+ cross functional team.· Event brand management for Wholesalers Top Clients and co-leadership for customer marketmultibrand initiatives.· Planned and executed Pedigree Small Breeds brand initiatives leading +6% NSV growth.Co-responsible of developing Pedigree Dry Marketing Plan and brand scorecards.· Accountable of Mars Petcare A&P budget.Main Achievements: $25k USD final write off for Pedigree Dry LATAM “Más Carne” vs $1mio USD initial target. $310k USD Trade savings with <1kg Pedigree Dry portfolio downsizing.

Querétaro Area, Mexico

· Responsible for digital strategy development and implementation for Mars Petcare brands.· Accountable of Pedigree Feel the Good and Whiskas Feed their Curiosity new communication, website development and drive-to-site strategy execution.· Accountable of Mars Petcare Digital Advertising budget, agency and event management.Main Achievements: Lead the development of Buskandote.com increasing adoptions on Pedigree Adoption Drive +20% vs LY.

Querétaro Area, Mexico

· Developed brand’s scorecards and monthly business review for Pedigree Dry Adult.· Managed Pedigree Dry local portfolio relaunch “No hago del 2, hago del 10”.Main Achievements: Lead full deployment on packaging renewal and artwork redesign in record time.

Querétaro Area, Mexico

• Accountable of planning, developing and evaluating performance of advertising campaigns in Mexico and LATAM through Facebook, Google Adwords and Google Analytics to increase scholarenrollment at Tecnológico de Monterrey Campus Querétaro. •Content design for social networks (Facebook, Twitter and Instagram) and Google display.• Accountable of Media budget.

Msc Digital Marketing, Growth Hacking & Ecommerce, Master Degree

Bachelor Degree In Marketing & Communication, Marketing, Communication

Bachelor Degree In Marketing & Communication, Marketing/Marketing Management, General

English Honors Diploma, Business