Mariana Hofer Email and Phone Number

Leads AlEn USA Omnichannel strategy to deliver a seamless integrated experience for our target consumers, with online and offline touchpoints, to drive awareness and conversion, while delivering healthy ROAS.

➤ As a Senior Brand Manager, I handle critical oversight for brand marketing activities, including P&L management, market positioning, segmentation research, consumer analysis, cost efficiency, and more. ➤ I establish strong relationships with vendors, colleagues, and other key stakeholders to ensure seamless operations. ➤ I direct the development and execution of major branding activities including budgeting, strategizing, project implementation, and regular reviews to ensure alignment with set objectives. ➤ I collaborate with web and social media teams to amplify user experiences, streamline buying processes, and improve brand image communication approaches. ➤ Through my seasoned and forward-thinking leadership, I explored a new-market segmentation opportunity alongside another manager, which led to thorough consumer insights and growth potential in two target markets. ➤ I designed laundry portfolio strategies curated to each laundry product, of which a current 5-year innovation pipeline is driving more than 14% of the US market profits. ➤ I have contracted an external firm to strategize alongside the team on brand positioning and utilized the strategy as a framework for internally developed brand and communication strategies. ➤ I captured market share by developing a 2-year innovative plan to launch a critical laundry solution with a brand. ➤ I optimized buyer experience by designing a more effective funnel approach from awareness to conversion. ➤ I structured a price pack architecture which drove quantifiable increases to portfolio growth and value proposition.

➤ As a Brand Manager, I stimulated expanded market reach, fresh brand management strategies, distribution success, and account acquisitions for Ensueño. ➤ I championed brand integrity and successful consumer-trade marketing programs across all territories to ensure continued brand growth. ➤ I directed cross-functional teams to develop and execute strategies focused on elevating brand engagement via partnerships, social media, and other promotional campaigns to foster recognition and trust. ➤ I leveraged category and consumer insights analyses to identify growth opportunities as well as drive innovative product development and market initiatives. ➤ I assessed and developed multiple initiatives on brand strategic planning, market positioning, pricing, promotion, and advertising to facilitate effective resource distribution and maximize profit growth. ➤ Leveraging my in-depth industry knowledge and experience, I structured an effective shopper program for major consumers, increased distribution growth (TDP+7%), and scaled high-velocity marketing (+3% YA), which led to enhanced annual sales growth by 13%. ➤ I secured distributor partnerships with Family Dollar, Walmart, and Target, which amplified HH penetration by 11%. I have expanded market share by 10% vs. YAG and achieved first-position ranking within Hispanic independent retailers. ➤ I overhauled the brand innovation strategy and structured a tier portfolio which contributed to the increase in distribution success and brand recognition. ➤ I led the design and implementation of a private label strategy which delivered solid increases to brand footprint and account acquisitions.

➤ As a Category Manager, I led cross-functional teams to design and implement product placement strategies that integrate category vision with brand values to drive increased brand contact. ➤ I integrated the analyses of the consumer decision process with shopper and channel strategies to maximize consumer buying experiences and drive increased conversions. ➤ I analyzed consumer behavior and summarized category reviews to support key retailers’ decision-making in terms of profit growth and value proposition.

➤ As a National Key Account Manager, I supported the achievement of organization goals by strengthening account relationships, developing robust business plans, improving multi-level communications, and meticulously overseeing market growth initiatives. ➤ I scaled Barcel’s market share while surpassing revenue targets with multiple strategic accounts which led to increased brand footprint and rapid traction in the US market. ➤ I oversaw the performance and initiatives of regional managers to ensure strengthened relationships as well as increased profitability. ➤ Some of my accomplishments include outpacing targeted yearly sales objectives by achieving a 32% YOY sales growth. ➤ I amplified brand presence in 4 strategic states, which led to boosted market penetration by 36%.

➤ As a Regional Strategic Operations Manager, I orchestrated market operations excellence by designing market strategies, ensuring product availability, and consistently improving service quality in the Texas and Oklahoma locations. ➤ I led a team of market operations managers to conduct comprehensive research, develop long-range strategies, and implement approved initiatives to expand market reach. ➤ I conducted product testing and quality control to ascertain accuracy and compliance with organizational protocols. ➤ I analyzed existing processes, identified inefficiencies, and presented solutions to drive continuous improvement. ➤ Through my industry experience and leadership acuity, I headed the expansion to 75 new locations which increased market penetration by 30% YOY. ➤ I conducted a modular compliance review process and successfully achieved a 98% marking, the highest in the US.

➤ As a Marketing & Trade Marketing Manager, I executed comprehensive market strategy development, brand management, and product development functions for a Latin America-focused market to drive territory expansions and revenue growth. ➤ I managed the strategic allocation, liquidation, and reporting for a $1.5M advertising and promotional budget to deliver optimized marketing strategies and increased market reach. ➤ I restructured multiple GTM strategies by negotiating business proposals with international companies, including Coca-Cola, FUD, Mission, Pepsi Co., and more to leverage improved brand positioning. ➤ I gained in-depth knowledge about Hispanic consumers and culture to develop robust joint arrangements that elevate the organizational success of both parties. ➤ Some of my proud accomplishments include enhancing YOY net sales by 6% by designing effective media strategies across multiple platforms. ➤ I secured strategic partnerships with vendors and partners, which led to scaled operating revenues by 1.5%

➤ As a Trade Marketing Manager, I handled full oversight for 5 trading marketing coordinators on shopper behavior analysis and strategy implementation across Guatemala, El Salvador, Honduras/Nicaragua, Costa Rica, and Panama. ➤ I conducted extensive market analysis and developed shopper promotional packages aligned with commercial objectives to drive incremental growth within the cereal and snack division. ➤ I directed a team of 5 professionals and ensured consistent development to facilitate enhanced performance and quality outputs. ➤ I designed multiple public relations initiatives and sustained professional relationships with external partners to build brand reputation and competitive advantage. ➤ While here, I amplified YOY sales by 5% by developing and implementing multiple marketing initiatives successfully.

➤ Trade Marketing Coordinator – Walmart – 2006 to 2007➤ Merchandising Coordinator – Walmart (Novaservicios) – 2004 to 2006