Irma Zambrano Email & Phone Number

Panama City, Pa

Panama

Panama

- Responsible for planning, managing, and executing projects such as marketing plans, concerts, event production, etc- Identify new strategic partnerships for new business opportunities in other categories or industries- Setting goals and developing strategies to meet those goals- Manage communication with stakeholders, both internally and externally, ensuring their team has the information and buy-in needed to get the project across the finish line- Responsible for turning the strategist’s vision into reality- Responsible for research, planning, and implementing new target market initiatives- Identify all the tasks that need to be completed within a marketing campaign, and then strategically delegates those tasks to the appropriate team members- Set goals and develop plans for business and revenue growth- Research prospective accounts in target marketsMost Relevant Projects Worked: Head of My Universe Travel Marketing Strategies, Aurora Studio Branding, Festival de Vinos y Sentidos Concept for SWG, Boza Bucle Disc Release in Panama, Chiva's New Image Campaign, Absolut Vodka Paradise Project, MWF Development Project for JeanCenter, among others

I provide services in marketing, advisory, strategic alliances, negotiations and others

Panama

Responsible for Business Intelligence, Marketing Services and Creative Services for TVN MediaDirect Reports: 1 Manager, 2 SupervisorsIndirect Reports: 30pers- Responsible for planning, managing, and executing projects related to marketing campaigns- Identify new strategic partnerships for new business opportunities in other categories- Oversee the launch of a product from start to finish, or manage a product kickoff event- Generated strategic campaigns to reinforce the brand positioning through the different channels (ATL and BTL)- Created brand plans based on consumer and customer insight to deliver overall business objectives, and coordinate its implementation with all the areas involved- Analyzed and looked for new sources of information, in order to identify opportunities and obtain consumer insight information, information on competencies and market trends, to develop marketing strategies and projectMost relevant achievements:"El Poder del Amor" Campaign launch - average rating of 6.4 pts in 89 episodes and 99% digital share within its category, "Voces de La Naturaleza" Campaign launch - average rating of 8 pts in 6 episodes and "Pasapalabra" Campaign launch - #1 program of Panama's evenings reaching out more than 603K unique people and 58% loyalty average per month and 22.5% turn ons of audience in that slot, +660K registered users in TVN Pass' 2021 closing, development of new business units such as "Los Festivaleros", "Jelou Foodies", "Viva Mujer" and "Te Imagino por Melfi & Da Silva - Proyecto Musical", team member of the development of Pre Venta '22 "Conectando Emociones", MERCO 2021 recognition as a leader in the media sector in Panama and make a move from position #24 to #17 in the general ranking of companies with best reputation in the country, among others.

Panama

Category: Dairy and derivativesDirect Reports: 1 Brand Manager- Defined the strategy and portfolio role for dairy and derivatives categories, at a regional level, based on market evaluation and business strategy- Expanded the brand portfolio, through the development of innovations and new products in collab with Innovations department, according to market trends and consumer preferences; contributing to the market share and profitability of the products- Coordinated brand visibility through ATL & BTL activities in order to increase consumption and rotation of products at the point of sale- Developed product portfolio plans that enhance the positioning of the brands and the connection with the consumer through dynamism in communication, promotion and innovation, ensuring the objectives set in TOM, SOM and product profitability- Analyzed and looked for new sources of information, in order to identify opportunities and obtain consumer insight information, information on competencies and market trends, to develop marketing strategies and projects- Coordinated studies to determine market opportunities, brand health, new product opportunities, and changes to current products- Monitored sales, profitability, market share and distribution objectives in the countries where the brand is present- Prepared and controlled the annual budget (+$1MM) of the brands and subcategories, in addition to validating and authorizing the volume forecasts by productMost relevant achievements: Leche Fresca Campaign launch obtaining SOM 62% during that period of time - highest market share of the category, Fresquito Popsicles innovation launch, Drinkable yogurt Bonie 100ml innovation launch, redesign/update of marketing area processes under ISO 9001 guidelines, among others.

Panama City, Panama

Indirect Reports: 5 Account ExecutiveDirect Reports: 3 Channel Specialist- Managed and developed experiential marketing platforms activations aligned to the brand positioning strategy of beer and non-alcoholic brands- Managed brand strategic partnership and responsible for the relationship and communications between Cerveceria Nacional and business partners- Identified new strategic partnerships for new business opportunities in other non-beer categories- Managed and identified sponsorships opportunities for beer and non-alcoholic brands- Responsible for maintaining the experiential, sponsorships and In Home channel budget of all brands throughout the year, balancing expenditures against volume and profitability expectations (+$5MM)- Planned, created and developed strategies within the traditional and modern In Home Channel in order to ensure the the portfolio development and achieve the volume objectives and brand participation within the categories where the company participates.- Planned and executed POSM communication strategies to launch new campaigns, new products or new promotions in the beer category.- Analyzed and interpreted shopper and customer decision-making trends. Understand the purchase and mission levers. Constantly analyze the results to ensure the executed actions reinforce the relationship between the ideas and the actions.Most relevant achievements: Atlas Golden Fest Music Platform 2018 to 2020, first clothing line in partnership with Aeropostale, accessories line in partnership with Boltio Corp., 10,000 ft. concert co-creation in partnership Copa Airlines, Assisted in the execution of "Plan Aliado" sales program in the Off Premise, among others.

Panama City, Panama

Worthmore Division - 507 & MGD - April to July 2016Mainstream Division - Atlas Golden Light - July 2016 to March 2018- Actively participated in the design and definition of the brand positioning to differentiate it and make it relevant to the consumer.- Coordinated and implemented marketing plans aimed at increasing profitability.- Identified opportunities and threats target segment that will generate capitalizable actions to turn them into competitive advantages.- Generated and executed strategic campaigns to reinforce the brand positioning through the different channels (ATL and BTL).- Developed healthy brand equity by constantly analyzing the competitive market, P&L, consumer segmentation & insight, target vs positioning architecture and financial data.- Created brand plans based on consumer and customer insight to deliver overall business objectives, and coordinate its implementation with all the areas involved.- Responsible for maintaining the brand budget throughout the year, balancing expenditures against volume and profitability expectations (+3.5MM)Most relevant achievements: Atlas Golden Light positioning as the #1 beer in local market with more than 60% share within the mainstream category

Panama City, Panama

Innovations and New Product Development / Supply Chain End-to-End (December 2015 - April 2016)Direct Reports: 3 NPD Specialists

Panama City, Panama

Innovations and New Product Development | Jr. Executive Trainee ProgramSupply Chain End-to-End- Project Manager, responsible for successful initiation, planning, design, execution, monitoring, controlling, and closure of projects. Most relevant achievements: Atlas Golden Light brand launch, Atlas Ringpull innovation launch, Malta Alfa brand launch, 507 can launch, Balboa new image launch, Aguila & Cusqueña import launch, others.- Developed new products that generate sustainable growth for the company.- Increased logistics & operations efficiency- Planned and developed innovation projects that are aligned with the overall strategy of the portfolio of beverages with the aim of increasing value to the company.- Worked with business partners by collecting all the information and documentation we need in order to start developing new products and ensure the process is accurate before and after the launch.- Developed a manual intended to give assistance for new product development, promotions, in & outs, brand new image, imported product, re-packaging process, and others.- Organized quarterly the Supply Chain Planning meeting , which provide an update of the areas involved, new developments, improvement chances, and workshop for the team.

United States

Product Information Specialist at Product Management Department- Collaborated with all assigned suppliers to coordinate the collection process of new product introduction information from suppliers.- Determined and discussed corrective actions needed with suppliers and product managers to resolve discrepancies.- Supported, cleaned and maintained product information as needed.- Reviewed, edited and normalized all product information collected from suppliers.- Created structures that allow us represent information using relationships (Parent Child).- Participated in continuous improvement processes to ensure product management processes, concerns and issues are properly addressed.

United States

Administrative assistant at the Office of the Vice President for Student Affairs- Assisted the Vice President and other administrative in their daily work.- Performed work such as answering calls, plan weekly schedule, perform scans of documents, transcripts of documents and document translation.- Assisted students in different concerns to be presented.

Panama

Intern at Treasury and Financial Section, Administration and Finance Department- Assisted in the implementation of the new payment method for vendors and payroll "SWIFT Project".- Developed strategies for an accurate and effective progress of the "SWIFT Project" workflow in the determined time frame.- Prepared database in Excel to facilitate the introduction of information in Baru System (Oracle).- Learned basics of investment management and basics of Bloomberg Financial Software.

Panama City, Panama

Summer 2009 and 2011- Managed a group of approximately ten girls between the age of 6 and 9 years old.- Taught different jazz techniques, stretching, good posture, dance routines, theater and body language.

Panama

Student Assistant at a Private CPA Firm- Assisted a private CPA in daily duties. Duties included: reconciliations, balance sheet analysis, recording of journal entries, and assistance with sales and other tax filings.- Attended and take notes of different cases presented at the firm (expertise).- Transcribed documents.

Winder, Ga

- Assisted manager in daily duties.- Hosted restaurant as needed.- Prepared inventory, employees’ schedules, and monthly reports.

Master Of Business Administration - Mba, Marketing/Marketing Management, General

Diploma, Organizational Leadership

Organizational Leadership Specialization - 80 hours This specialization equips managers to lead change and leverage different roles.

Diploma, Mass Communication/Media Studies

Foro Exma, The Marketing Economy

Diploma, Management Skills

80 hours program in Managerial skills

Diploma, Marketing

Marketing with Concentration in Social Media - 120 hours This specialized program provides a holistic introduction to social media.

Diploma, Project Management

Project Management Certification - 120 hours Program aligned with international standards of the Project Management Institute (PMI).

Ba, Business Management With Concentrations In International Business, 3.3

Activities and Societies: Phi Beta Lambda (Parliamentarian 2011-2012) • Phi Beta Delta • Panama Leo Club (Community Service Committee.

Study Abroad Business In Costa Rica, Sustainability Studies, 4.0

- Explored and understood Latin American culture and customs - Learned how multinational companies invest in Latin American countries.

Bachelor'S Degree, General Studies, 3.4

High School Diploma, Science, Arts And Philosophy

Activities and Societies: Member of Swimming Club ▪ Senior Class Vice Treasurer ▪ Senior Class Dance President ▪ Member of Social Service.