Maria Luisa Feo La Cruz Email & Phone Number

Pozuelo De Alarcón, Community Of Madrid, Spain

Leveraging market research and innovation skills, I craft tailored service proposals to ensure alignment with each client’s unique requirements. I strategise innovative approaches to secure business in the new LOB of Consumer Knowledge and Digital Performance. Actively engaging in research events and conferences, I amplify Smartme’s brand presence among end clients, fostering industry-wide networking for impactful connections and growth.

Greater Madrid Metropolitan Area

I collaborate on projects designing and moderating on/off-line interviews, focus groups, and panels, as well as analysing the information and extracting actionable insights, and preparing reports. I've worked with a wide range of categories, from FMCG to Luxury goods and government organizations.

Madrid, Community Of Madrid, Spain

I partner with clients to understand the business questions that need answers to strengthen their brands, make their products more attractive, and serve better their clients.At MORE THAN RESEARCH, we are committed to leaving no questions without answers, we are empathic and flexible to meet client's needs and we adapt with creativity bolstered by many years of experience. I collaborate with different companies in qualitative and sensory research projects covering a wide range of… Show more I partner with clients to understand the business questions that need answers to strengthen their brands, make their products more attractive, and serve better their clients.At MORE THAN RESEARCH, we are committed to leaving no questions without answers, we are empathic and flexible to meet client's needs and we adapt with creativity bolstered by many years of experience. I collaborate with different companies in qualitative and sensory research projects covering a wide range of categories (OTC pharma, FMCG, Food & Beverages, Services, Public Opinion, etc.) applying the most suitable on/off-line methodologies and techniques to meet the project goals. Show less

Madrid, Community Of Madrid, Spain

I find the answers the clients need to better serve their markets. I'm responsible for designing the research according to the clients' briefing, executing it with excellence, and analysing it up to the point the data is fully squeezed, to be able to identify actionable and useful insights.I collaborate with different research companies in qualitative and quantitative research projects for a wide range of categories (OTC pharma, FMCG, Food and Beverages, Services, Political Opinion, etc)… Show more I find the answers the clients need to better serve their markets. I'm responsible for designing the research according to the clients' briefing, executing it with excellence, and analysing it up to the point the data is fully squeezed, to be able to identify actionable and useful insights.I collaborate with different research companies in qualitative and quantitative research projects for a wide range of categories (OTC pharma, FMCG, Food and Beverages, Services, Political Opinion, etc) applying any suitable online and offline techniques. I design and optimise customers' journeys according to the research findings, to provide superior and memorable experiences.I'm especially good at: - UX - Interviews - Sensory evaluation - Innovation & Design - Questionnaire design Show less

Madrid Area, Spain

Directing creative content, setting up multi-disciplinary teams, and managing project budgetsDesigning communication strategies across a range of channels to brand requirementsBuilding positive relationships with internal and external stakeholders Achievement HighlightsI spearheaded the design and implementation of a brand identity for a FinTech start-up. I defined meaningful brand values, underpinning my brand strategy to enhance customer trust and build client… Show more Directing creative content, setting up multi-disciplinary teams, and managing project budgetsDesigning communication strategies across a range of channels to brand requirementsBuilding positive relationships with internal and external stakeholders Achievement HighlightsI spearheaded the design and implementation of a brand identity for a FinTech start-up. I defined meaningful brand values, underpinning my brand strategy to enhance customer trust and build client partnerships. I gained actionable insights on the target audience and competitors, before working with designers and copywriters to ensure brand consistency across all marketing channels and touchpoints. Redefining the corporate image resulted in a 30% portfolio increase.I designed and executed a strategy to apply for a product licence more efficiently. I realised if I had finance and technology elements in sync, I could both build a better case for the licence request and have an opportunity to go for a shorter route. The client needed the product licence to apply for funding for the development of an industrial model. My work led to the licence being granted in 11 months when the expected best-case scenario was 18 months.I successfully managed a digital project by upgrading and improving the UX of an e-commerce platform. I uncovered actionable customer insights by mixing quantitative (traffic tracker) and qualitative UX research methodologies (user comments & interviews). Redefinition of user personas resulted in an increased platform score from four to five in the next quarter, attracting new customers.Summary: I thought emotional connections with a brand take years to build. Now I know that if you use the right triggers, emotions can arise in a short period. This can only be done by innovating the way we listen to consumers’ voices. Show less

Caracas Area, Venezuela

-Business development with high-profile clients such as Pepsi, Kraft, Mondelez-Deployed a range of client prospecting methods to generate leads-Developed marketing strategies employing a range of creative and innovative approaches-Supervised research field and led the analysis-Designed research tools according to client needs-Analysis of competitor offerings (specifications, market share, and pricing) -Led a team of 12• I achieved the inclusion of high-profile… Show more -Business development with high-profile clients such as Pepsi, Kraft, Mondelez-Deployed a range of client prospecting methods to generate leads-Developed marketing strategies employing a range of creative and innovative approaches-Supervised research field and led the analysis-Designed research tools according to client needs-Analysis of competitor offerings (specifications, market share, and pricing) -Led a team of 12• I achieved the inclusion of high-profile clients, such as Nestle, Kraft/Mondelez, Alimentos Polar*, Cervecería Polar* within the first year. We consistently achieved repeat business. (* Biggest food & beer companies in Vz).• Designed a summer season beer targeting younger consumers. The product and campaign were such a success that were kept in the portfolio twice the planned time.• Client’s portfolio and communications optimisation based on the consumers' psychosocial segmentation, which decreased intra-brand cannibalisation and boosted sales.• Planned and deployed a marketing campaign for an e-store focused on increasing the shop's page visibility and conversion. After 2 weeks, the views increased by 40% and conversion almost 3X.• Re-designed the brokers’ experience for an Insurance Company according to the understanding of their emotions and the brokers' journey. This increased the company’s portfolio coverage.• Effectively adapted the team’s work processes to be able to go beyond the consumer products sphere. After 6mo we had 1 restaurant chain, 2 services companies, and 3 political parties/politicians as clients.• Creatively adapted consumer research techniques to the political arena, and design a congressman’s electoral campaign. The candidate started the campaign with a 5% vote intention and ended only 1.5% behind the winner.• Mapped the customers' journey of a restaurant chain to identify the pain-points of each site and understand the 360º CX. 2 weeks after applying the recommendations, worst sites had a 16% sales boost. Show less

Caracas Area, Venezuela

- Supervising three people, two of whom were in different countries (Brazil, and the US)- Turn emotional and sensory insights into marketing strategies.- Overall focus on Latin American sensory research needs- Drafting market research strategies and allocating human resources- Administering the team’s budget, inclusive of training, travel, and research etc.Achievement Highlights• I created an innovative, holistic model for product design incorporating all the… Show more - Supervising three people, two of whom were in different countries (Brazil, and the US)- Turn emotional and sensory insights into marketing strategies.- Overall focus on Latin American sensory research needs- Drafting market research strategies and allocating human resources- Administering the team’s budget, inclusive of training, travel, and research etc.Achievement Highlights• I created an innovative, holistic model for product design incorporating all the product-consumer touchpoints; this allowed us to improve the use of colours, fragrances, and written communications. I incorporated new research techniques that allowed the discovery of new insights on how to trigger emotional connections via sensorial signs and words. Thinking ‘outside of the box’, my new insights fuelled a five-year innovation plan for the main brands of the company.• I designed and implemented a sensory research skills training programme for new employees, which guaranteed capability building and continuity within the organisation. This training could be conducted remotely, saving the company US$15,000 per employee.• I successfully redesigned the research strategy to meet the Latin American Sensory Analysis group’s objectives despite de 15% budget reduction.• Effectively leveraged on the understanding of cultural differences to reframe an advertising communication which helped to boost the diapers brand in Brazil. Show less

Caracas Area, Venezuela

• Designed a research technique to overcome the impossibility to speak directly with people suffering from cold/flu symptoms. It allowed new insights for the product design improvement.• Collaborated with the sales team to successfully launch a new product in Mexico.• Created the Global Low-Income Consumers Understanding group (company’s strategic target), which allowed the design of winning product propositions for this market.• I designed the marketing communication plan for the… Show more • Designed a research technique to overcome the impossibility to speak directly with people suffering from cold/flu symptoms. It allowed new insights for the product design improvement.• Collaborated with the sales team to successfully launch a new product in Mexico.• Created the Global Low-Income Consumers Understanding group (company’s strategic target), which allowed the design of winning product propositions for this market.• I designed the marketing communication plan for the launch of a cold prevention product in the UK.• Led several Innovation sessions as the Creative Problem Solving and Innovation Team Leader. The outcome of these sessions fueled the innovation pipeline of Personal Health Care and other categories. Show less

Caracas Area, Venezuela

• Achieved savings of 7% with the design and execution of the negotiation and allocation strategy of chemical materials with an annual budget of US$ 50 million. Such strategy included the qualification of a new supplier which also provided material supply flexibility.• Restored the deteriorated relationship with a vendor to increase the bargaining power during a new allocation contract negotiation.• Effectively analysed the market signals and obtained savings of 18% with a 3-year fixed… Show more • Achieved savings of 7% with the design and execution of the negotiation and allocation strategy of chemical materials with an annual budget of US$ 50 million. Such strategy included the qualification of a new supplier which also provided material supply flexibility.• Restored the deteriorated relationship with a vendor to increase the bargaining power during a new allocation contract negotiation.• Effectively analysed the market signals and obtained savings of 18% with a 3-year fixed prices contract before the oil prices boosted.• Leveraged the company’s global business and created competition to the regional supply alternatives in North America, which resulted in savings of 3%, exceeding the upper management index 100 best case scenario. Show less

Master Of Arts - Ma, Marketing Communications, Distinction

Understanding of the social and psychological bases that shape this century’s communication style to define marketing communications.

Image And Communication, Political Communication

Image goes beyond what you see, it includes everything perceived with the senses that impacts the psicology of the people around: How you.

Ingeniería Química, Chemical Engineering, 2Nd Best Score Of The Cohort

Activities and Societies: President of the Chemical Engineering Students' Council 1999-2000 Professor Assistant: Chemistry I, Chemistry.

Diploma Of Education, Digital Marketing