Michelle Sanz Email & Phone Number

Ottawa, Ontario, Canada

Toronto, Ontario, Canada

• Analyze Market and Internal Data to correctly assess and gather category shopper insights to identify category growth opportunities and develop action plans based on main findings to support the overall goals of the.
• Collaborate with Marketing and Customer Development leaders to develop and track objectives and priorities to achieve the business results.
• Use analytics and insights to maximize baseline sales and drive an efficient and effective promotional plan. Develop shopper solutions based on Retail/Customer and Shopper knowledge.
• Report on product launch metrics, innovation scorecarding, and distribution analysis.
• Plan, implement and evaluate the activations grid ensuring Trade Marketing goals are achieved.
• Develop independent relationships with distributors to manage data exchange, orders/ returns, and programs execution.

Toronto, Canada Area

• Analyzed the industry and category trends to find opportunities and translated them into channelled based strategies.
• Responsible for creating and maintaining account segmentation through usage of internal business intelligence tool.
• Leveraged account segmentation in the form of targeted lists through CRM to enable smart KPIs.
• Wrote and analyzed in market surveys through CRM tool on key strategic priorities to gain insight into program effectiveness, competitive activity, staff mentorship and more.
• Coordinated with internal and external teams the execution of product marketing programs, promotion activities, interactive marketing activities, and sales/ demo materials.

Toronto, Canada Area

• Followed up and reported trade KPIs, performing data analysis in order to guide the sales team towards the national sales target.
• Collaborated targeting and reported seasonally relevant portfolio activations in key accounts.
• Worked alongside the Trade Development Managers to develop channel specific marketing programs, with execution goals and tracking in accordance with supplier strategic objectives.
• Lead the implementation of a new CRM system to be used by 60+ associates.

• Built the annual marketing strategy based on consumer insights and business performance analysis.
• Planned and executed the commercial calendar ensuring effective promotions & category activities to drive business performance within channels.
• Achieved completion of activity’s KPI, such as Sales, ROI, PR Value and Consumers reached targets.
• Delivered execution’s results presentation to regional and local marketing team, explaining improvements vs targets and highlighting good practices/learnings.
• Developed a training program to keep sales team and key customers updated, motivated and engaged with Reserve portfolio.
• Directed weekly meetings with the distributor looking for alignment between activity calendar and sales team, these would lead to ensure stock and commercial talks relevant for activations success.

• Performed regular visits to end users and prospects in order to identify and seize new businesses.
• Built strong alliances with distributor assisting in administrative needs such as incentives/ trainings development, inventory control, prospecting new businesses and customer service follow-up.
• Performed regular consultation sessions with end users, finding relevant insights for decision making.
• Trained distributor sales team, emphasizing in relevant tactics to close deals, handling objections and product trials.
• Managed commercial pipeline to ensure an efficient sales cycle.
• Led meetings with distributor to review monthly sales KPIs analysis and schedule a visit plan in order to set priorities for the upcoming months.

• Managed the multi-level commercial model, spearheading the sales consultants staff to achieve sales target and KPIs.
• Led the multi-level department team to provide timely and effective support to the sales consultant staff.
• Collaborated with coordination and execution of sales conventions, tradeshows, products and campaigns launches.
• Maintained regularly communication with highest level consultants to address their inquiries and counseling needs.
• Prepared monthly presentation with KPIs achievements to sales and marketing senior management.
• Effectively managed the Multi-level annual budget with emphasis on ROI’s measurement.

• Followed up cigarettes industry and trends to provide insights to sales and marketing regional teams.
• Provided quantitative and qualitative analysis of Nielsen output data, sales forecasting and marketing propositions to identify relevant insights and market trends; supported the management with accurate data for.
• Analyzed and reported highlights of market dynamics and KPIs, competitors, and all brand/ trade marketing initiatives in terms of effectiveness, ROI and consumer insights to sales/marketing team.
• Coordinated and conducted field research, organized retail audit and monthly sales reports to compile strategic data based on key findings, opportunities, possible outcomes and recommendations.
• Supported the sales team with general administration queries such as: daily sales reporting, monitor budgets, POP/ trial products inventory, customer inquiries and analytical support as required.
• Established a collaborative working relationship with the trade in order to gain their active support to maximize volume and in-store presence within agreed budget.

• Collaborated on the annual Trade Marketing Plan creation, which mainly purpose was to generate traffic and in store sales.
• Assessed product and service features to be promoted on the advertisings.
• Developed and implemented advertising ATL seasonal, innovation and regular campaigns.
• Gathered, researched and evaluated communications strategies to inform clients, employees and the general public.
• Conducted public opinion and attitude surveys to identify the interests and concerns of key groups served by the organization.
• Prepared reports, briefs, bibliographies, speeches, presentations, Web sites and press releases.

Licentiate Degree, Business/Commerce

Bachelor in Business Administration

High School Diploma, General

High School and Elementary.