Mercedes Sanchez Email & Phone Number

Madrid, Madrid, España

Miami - Florida, Estados Unidos

Scope of work: 6 key markets in Latin America (Mexico, Colombia, Ecuador, Chile, Argentina and Brazil) and coordination with regional headquarters in Chicago.• Supported the creation of strategic brand plans for Latam region from 3YP translating it into yearly tactical plans and implementation tools with clear KPIs to follow thru the year.• Supervised the production of digital, mobile, web-based marketing communications including all social media initiatives.• Implemented a… Show more Scope of work: 6 key markets in Latin America (Mexico, Colombia, Ecuador, Chile, Argentina and Brazil) and coordination with regional headquarters in Chicago.• Supported the creation of strategic brand plans for Latam region from 3YP translating it into yearly tactical plans and implementation tools with clear KPIs to follow thru the year.• Supervised the production of digital, mobile, web-based marketing communications including all social media initiatives.• Implemented a platform pilot for new business model through smart Medical Kiosks with clear learnings and recommendations for future development as an image vs sales driver and readjusted the initial portfolio to better match distributor store characteristics.• Lead the organization of Omron’s first Latam convention for regional distributors (7 countries involved) reinforcing the long term commitment between Omron and the distributors, improving communications/relations and clearer alignment on mutual needs.• Executed the automated control tool for Sales Team to follow up client key information, improving the accuracy and speed of sales reports (stocks, competitor info, pricing, etc.) using this as the first stage of a fully digitalized CRM program on the 3YP.• Trade and Marketing Support for Latam Sales through campaign and brand guidance, new product information, creation of POS support materials, research and communication of competitive product and distribution information, and the development of trade channel strategies. Show less

Miami - Florida, Estados Unidos

Local non-profit organization serving seniors in need on low fixed incomes and grandparents raising their grandchildren.• Collaborated in the creation of communication plans aimed at increasing awareness of the organization and the fund raising results.• Managing of all Social Network channels (Twitter, Instagram, Facebook) and Website, creating a content strategy, updating posts and tracking results.• Coordination of events with local partners (Hard Rock Cafe, Broward County,… Show more Local non-profit organization serving seniors in need on low fixed incomes and grandparents raising their grandchildren.• Collaborated in the creation of communication plans aimed at increasing awareness of the organization and the fund raising results.• Managing of all Social Network channels (Twitter, Instagram, Facebook) and Website, creating a content strategy, updating posts and tracking results.• Coordination of events with local partners (Hard Rock Cafe, Broward County, etc.), managing promotional agencies and logistics tasks. Show less

Venezuela

Developed comprehensive research projects, managing the complete process: brief, recruitment, interviews, tabulation, analysis and reports. Covering industries of Consumer Goods, Pharmaceutical and Industrial products.• During the product test discovered a communication gap that generated a misunderstanding in the target sample. Led to a recommendation of trying a different methodology of testing that allowed the client a saving of $2M.• Led analysis and reporting which included… Show more Developed comprehensive research projects, managing the complete process: brief, recruitment, interviews, tabulation, analysis and reports. Covering industries of Consumer Goods, Pharmaceutical and Industrial products.• During the product test discovered a communication gap that generated a misunderstanding in the target sample. Led to a recommendation of trying a different methodology of testing that allowed the client a saving of $2M.• Led analysis and reporting which included results, insights and clear recommendations for future actions. Show less

Spain

Developed the equity of brands in the off premise channel 2 main accounts: Carrefour and Mercadona, which represented 16% of company sales. Managed A&P of €6M. Built holistic Trade Plans and coordinated promotional plans with the Sales Team (KAM´s) to increasing product profitability. Support from 1 employee.• Led local launch of new category of products: Cocktails. From brief to final execution, including the launch of products, concept communication, POS campaign design and obtaining… Show more Developed the equity of brands in the off premise channel 2 main accounts: Carrefour and Mercadona, which represented 16% of company sales. Managed A&P of €6M. Built holistic Trade Plans and coordinated promotional plans with the Sales Team (KAM´s) to increasing product profitability. Support from 1 employee.• Led local launch of new category of products: Cocktails. From brief to final execution, including the launch of products, concept communication, POS campaign design and obtaining an extra new differentiated shelf space. The cocktail local launch was considered a best practice for achieving the sales goal in the 3 first months, client´s satisfaction and product´s recognition by consumer.• Defined and implemented the Category Management project. Introduced a new layout/planogram of Spirits Categories in Carrefour hypermarkets through a deep analysis of client´s products assortment, obtained +15% of shelf space, increased sales and avoided out of stock.• Reorganized the Premium Portfolio, creating a merchandising strategy that allowed a differentiating POS position and accelerating the rotation of products. Show less

Spain

Developed and monitored specific Key National Account plans for On Premise channel, creating tools to engage client sales teams, developing distribution channel and generating new purchases and rotation. These key clients represented the19% of the company sales. Managed A&P of €3M. Support from 1 employee.• Defined the criteria of investment for every brand, geographic region, type of client, sales drivers/objectives and tools, optimizing the resources, gaining transparency and avoiding… Show more Developed and monitored specific Key National Account plans for On Premise channel, creating tools to engage client sales teams, developing distribution channel and generating new purchases and rotation. These key clients represented the19% of the company sales. Managed A&P of €3M. Support from 1 employee.• Defined the criteria of investment for every brand, geographic region, type of client, sales drivers/objectives and tools, optimizing the resources, gaining transparency and avoiding conflicts among clients.• Relaunched Cacique Origin, a key brand of the Company, exceeding all KPIs (Distribution, Market Share & Sell Out), resulting in an +8% sales growth within 6 months in the key channel.• Transformed the Trade Marketing Department vision through structural changes in the ways of working, implementing analytical tools that included external factors, consumer trends, investment efficiency, budget control and establishment of KPIs, improving client/departmental relationships and overall departmental efficiencies.• Hired and managed new agency to develop an incentive program for wholesalers and commercial teams which resulted in achieving 20% of incremental sales. Show less

Spain

• Reported directly to Marketing VP and responsible for portfolio development in the On Trade Channel for Absolut Vodka, Jim Beam and Macallan representing 35% of Company volume. • Responsible for planning, negotiation, implementation and evaluation of promotions for key clients.• Developed managing reports, trade brand plans and promotional plans for wholesalers by brand and region.• Participated as member of the innovation taskforce in the launch of new products, like Cruzan Rum… Show more • Reported directly to Marketing VP and responsible for portfolio development in the On Trade Channel for Absolut Vodka, Jim Beam and Macallan representing 35% of Company volume. • Responsible for planning, negotiation, implementation and evaluation of promotions for key clients.• Developed managing reports, trade brand plans and promotional plans for wholesalers by brand and region.• Participated as member of the innovation taskforce in the launch of new products, like Cruzan Rum - leading its distribution strategy, defining commercial tools and alignment with sales team. Exceeded launch objectives by 22% in ND and 9% in WD. Show less

Spain

• Developed managing reports, trade brand plans and promotional planning for the Company’s most profitable region.• Established the criteria for annual budget KPIs by brand/sub-channel.• Led the analysis and presentation of the retail promotion strategy, including initiation of a regional tactical plan that successfully defended Market Share leadership by creating individual promotions per client. This promotional campaign was subsequently reapplied nationally with very positive results… Show more • Developed managing reports, trade brand plans and promotional planning for the Company’s most profitable region.• Established the criteria for annual budget KPIs by brand/sub-channel.• Led the analysis and presentation of the retail promotion strategy, including initiation of a regional tactical plan that successfully defended Market Share leadership by creating individual promotions per client. This promotional campaign was subsequently reapplied nationally with very positive results in all regions.• Managed agency resources and supervised the promotional implementation in point of sales Show less

Spain

Handled National and Regional accounts, defined promotional and development plans by brand, channel and client. Support from 1 employee.• Negotiated, developed and implemented collaborative projects in Category Management for key Regional and National accounts (Auchan group) increasing portfolio efficiency in terms of distribution, visibility and out of stocks.• Developed analytic and support tools for the sales team (displays, shelf fixtures, promotional kits, sales sheets...) that… Show more Handled National and Regional accounts, defined promotional and development plans by brand, channel and client. Support from 1 employee.• Negotiated, developed and implemented collaborative projects in Category Management for key Regional and National accounts (Auchan group) increasing portfolio efficiency in terms of distribution, visibility and out of stocks.• Developed analytic and support tools for the sales team (displays, shelf fixtures, promotional kits, sales sheets...) that included ad-hoc reports with strategic analysis and evaluation by point of sale, facilitating the negotiation in the POS. Show less

Spain

Assisted with budget control and administrative duties. Supported Sales Team. Supervised the execution of promotional plans and recommended/executed improvements of plans and way of working with partners.• Implemented an automatized POS data base system for the sales team (PDA/HHC monitoring), ensuring continuous improvements which increased functionality by simplifying the POS measurements and decision making capability with better data.

Spain

Administered and actualized the financial reports for direction committee and the account reports from franchisees.

Graduate´S Degree, Business, Management, Marketing, And Related Support Services

Master'S Degree, Marketing

Título acreditado por la EOI Española

Bachelor'S Degree, Business Administration And Management, General