Julio Castañeda Email and Phone Number

• Responsible for the provision of comprehensive support and strategic direction which facilitates productivity and efficiency and achieves business objectives• Led the implementation of a Baby Formula U&A study to quantify the equity of Pfizer’s formula brands in 13 Latam countries, involving a complex sampling scheme across 750 cities and door to door interviews• Assessed the performance of Bayer’s Nexavar therapy in patients diagnosed with kidney cancer, involving interviews and… Show more • Responsible for the provision of comprehensive support and strategic direction which facilitates productivity and efficiency and achieves business objectives• Led the implementation of a Baby Formula U&A study to quantify the equity of Pfizer’s formula brands in 13 Latam countries, involving a complex sampling scheme across 750 cities and door to door interviews• Assessed the performance of Bayer’s Nexavar therapy in patients diagnosed with kidney cancer, involving interviews and patient diaries with Oncologists in six Latam countries• Tracked the performance of Mexico’s advertising campaigns amongst high-income frequent flyers in five European and three Latam countries through intensive CATI interviews• Undertook an epidemiological study in consultation with Paediatricians, to quantify the prevalence of gastrointestinal disorders in infants attending both public and private hospitals in Mexico• Implemented a clinical study to measure the usage impact of a new Crest toothpaste amongst patients with bacterial plaque through a pre-recruited three wave assessment by Dentists after eight weeks of product use Show less

• Designed a study to quantify Brand Equity of the Pepsi-Coca/Cola market brands to redefine their marketing strategy via multivariate modelling• Led a segmentation study regarding Attitudes Towards Nutritional Feeding amongst Mexican salted snack consumers to determine the market potential of a new line of Frito-Lay products• Directed the implementation of a market sizing study for UPS courier services through IDIs with shipment department heads of private companies• Designed a… Show more • Designed a study to quantify Brand Equity of the Pepsi-Coca/Cola market brands to redefine their marketing strategy via multivariate modelling• Led a segmentation study regarding Attitudes Towards Nutritional Feeding amongst Mexican salted snack consumers to determine the market potential of a new line of Frito-Lay products• Directed the implementation of a market sizing study for UPS courier services through IDIs with shipment department heads of private companies• Designed a product testing program oriented to lead the organoleptic development of a new tri-dimensional salted snack for Frito-Lay, utilising multivariate and optimization techniques Show less

• Developed an on-line market information system to monitor the performance of Club Premier Frequent Flyer Program and each of the associated enterprises including Santander and Amex• Designed a tracking system to assess all aspects of Aero Mexico’s Frequent Flyer satisfaction

• Designed a system to monitor the service quality of branch executives, focussing on general and patrimonial customers• Developed a market research system to evaluate the impact on recall and image of advertising campaigns of both Banamex and competitors

• Designed and implemented the annual market research program for the company’s key brands, including Hellman’s, Knorr, Maizena, Karo and Best Foods• Implemented a research guidance testing program to support and justify the build of a new manufacturing site for Knorr’s Chicken Bouillon, taking account of risk levels and action standards• Developed a system to monitor service quality of the company’s sales force to wholesalers and supermarkets• Led the sensory evaluation program of… Show more • Designed and implemented the annual market research program for the company’s key brands, including Hellman’s, Knorr, Maizena, Karo and Best Foods• Implemented a research guidance testing program to support and justify the build of a new manufacturing site for Knorr’s Chicken Bouillon, taking account of risk levels and action standards• Developed a system to monitor service quality of the company’s sales force to wholesalers and supermarkets• Led the sensory evaluation program of both the current and alternative formulas through an External Panel with consumers to assess their competitive status Show less