Iliana Ramírez Email & Phone Number

Responsible for creating, administrating, and executing the prioritization process for all the initiatives of the global/regional brands within LATAM OU.Achievements:- Developed a data-driven decision-making model, based on system capacity (quantity of initiatives we can develop and implement/time), impact, and complexity.- 40% reduction of initiatives considered in the OU which were impacting directly to the workload being faced by the teams.- Established the governance and… Show more Responsible for creating, administrating, and executing the prioritization process for all the initiatives of the global/regional brands within LATAM OU.Achievements:- Developed a data-driven decision-making model, based on system capacity (quantity of initiatives we can develop and implement/time), impact, and complexity.- 40% reduction of initiatives considered in the OU which were impacting directly to the workload being faced by the teams.- Established the governance and routines to keep with the Senior Leadership Team to maintain the balance between the team's' workload Show less

- Strategy & Initiatives Development/Brand Health & IBX Monitoring for Stills BU- Responsible for leading and managing MX innovation process assuring connection with the multifunctional teams such as JDV, Technical, Finance, and MKT, as well as the Senior Leadership Team.Achievements:- Innovation Process Implementation for MX BU aligning multifunctional teams such as JDV, MKT, Technical & Finance areas.- Delivered a full understanding content for decision-making forum with… Show more - Strategy & Initiatives Development/Brand Health & IBX Monitoring for Stills BU- Responsible for leading and managing MX innovation process assuring connection with the multifunctional teams such as JDV, Technical, Finance, and MKT, as well as the Senior Leadership Team.Achievements:- Innovation Process Implementation for MX BU aligning multifunctional teams such as JDV, MKT, Technical & Finance areas.- Delivered a full understanding content for decision-making forum with BUP and SLT in order to prioritize initiatives for the entire BU, and focus resources on the short season priorities. Show less

Leadership and development in terms of product, strategy, brand positioning, and promotional plan for Powerade’s 2021 big bet, in order to recruit different athletes to the consumption base; offering a relevant and functional solution.

- Responsible for the business performance analysis, as well as the Business Plan process within Stills BU, ensuring that the business meets its short and long-term objectives.Achievements- Business Plan Process Optimization: 360º Analysis by understanding the vision, objectives, and learnings from BP and its current context at all existing levels across the system (KO, BO & JDV). As a result, there was a mapping of components that generate barriers and identification of… Show more - Responsible for the business performance analysis, as well as the Business Plan process within Stills BU, ensuring that the business meets its short and long-term objectives.Achievements- Business Plan Process Optimization: 360º Analysis by understanding the vision, objectives, and learnings from BP and its current context at all existing levels across the system (KO, BO & JDV). As a result, there was a mapping of components that generate barriers and identification of opportunities to improve the process. It was set as a best practice within the system, using it as a vehicle to align the organization to the structure and vision of the company.- Leadership and management of multifunctional teams to develop the aspiration, growth pillars, and building blocks for the next 5 years of each category, for the Stills BU. This work was set as benchmark for the LATAM LRP process Show less

México

- Leader of ad-hoc research and tracking of Santa Clara, Ades & Del Valle brands for insights generation applicable to each brand/category strategy, to strengthen the main indicators, as well as brand positioning.Achievements- Through Neuromarketing and Focus Groups, for the countries of Mexico, Argentina, and Brazil, I gave the brand and the media team executable learnings so that the Ades relaunch campaign could be understandable and made fit with the target. The campaign obtained… Show more - Leader of ad-hoc research and tracking of Santa Clara, Ades & Del Valle brands for insights generation applicable to each brand/category strategy, to strengthen the main indicators, as well as brand positioning.Achievements- Through Neuromarketing and Focus Groups, for the countries of Mexico, Argentina, and Brazil, I gave the brand and the media team executable learnings so that the Ades relaunch campaign could be understandable and made fit with the target. The campaign obtained results above the norm in all the tracking indicators such as Engagement, Brand Association, and Brand predisposition. Show less

- Responsible of Hellmann's and Best Foods in terms of share, profitability and promotional plan for traditional channel.- Implementation of regionalized strategies in order to optimize resources in areas where brands become more relevant.

- Within cookies category responsible for sandwich segment brands & the most relevant temporalities for the entire portfolio (Lent & Christmas).- Developed new products and implemented 360 brand strategy, ATL & BTL campaigns, Media Tracking, Social Media campaigns, sales tracking, and monitoring management.- Implemented Commercial Plans across channels (SSS, TDC, TT, Vending Machines, and Wholesales)- Tracked campaigns in different media (Radio, TV, and Digital Media)

Bachelor'S Degree, Marketing

Activities and Societies: Marketing Association

Curso, Neuromarketing Aplicado

Certifying Exchange Student, Marketing

Activities and Societies: International Students Association Study Abroad