Monica Urcuyo Email & Phone Number

San Jose, Costa Rica

As the commercial linchpin entrusted with spearheading strategic business development initiatives at HEXXTA (www.hexxta.com), my mandate involved cultivating market opportunities and fortifying brand recognition. HEXXTA is renowned for delivering pioneering solutions across software development & implementation, data engineering, and cloud infrastructure engineering domains and more.

San Jose, Costa Rica

Provide advice to individual, small businesses, professional/shared-interest organizations (ie. Industrial Chamber and Non-Profits) and corporate customers on specific risk management needs related to health, assets, operations, and security among others.

Costa Rica

I provide marketing expertise to clients by supplying them with specialized “out of the box” skills to solve internal challenges and seek new opportunities. This also includes the design of marketing strategies adapted to the value proposition of each customer by analyzing competitor offerings, including specifications, market share, pricing, promotional materials, and innovative proposals; all with well-defined goals and KPI’s to measure progress and success. Additionally, I accompany customers in their operation with ongoing campaigns optimization, branding focus, brand positioning, and marketing tools for each product or service.

San Jose, Costa Rica

GM

Heredia, Heredia, Costa Rica

Leader for the Clorox account ramp-up under a 3rd party distribution format. This has included the development and execution of strategies for: the new distribution model strategy, brand visibility and awareness improvements in traditional channels, cross-channel pricing competitiveness, cross-channel promotions, and assortment in all retail environments. Manage and accountable for P&L, inventory levels, near-to-expire and expired product strategies, sell-out forecasts. Additionally, I directly manage 5Ps negotiations with key accounts.

Costa Rica

In this role I supported GFI’s distribution chains (Farmanova, Intermed and Pharmanet), retail (Sucre and Santa Lucia Pharmacies and Mundo Mascota veterinary chain) and the overall marketing team by focusing on team and brand strategy across the entire Marketing department. I focused team coordination, executive support, administrative tasks, program development & execution, PR support, digital content & engagement, partnerships/collaborations, new openings and local events, which implied high cohesion with all GFI departments. This included budget tracking, invoice submission and inventory management, as well as overseeing the company’s marketing budget. The marketing team I lead was conformed by brands managers retail, distribution staff and business intelligence analysts, where I assisted them in a number of needs such as: project prioritization, event planning support, communication strategies, marketing materials publishing, marketing plans development, promotional campaigns, and lead generation campaigns; all of which implied overall accountability for brand management and corporate identity.

Costa Rica

Managed personal care and home care categories defining the strategic direction and the 3-year marketing plan, in collaboration with the regional team by providing guide of the portfolio’s country needs and priorities (new launches, pillar products’ renewal and animation of core catalogue), creating the localized angle of attack to build integrated and engaging consumer brand experiences. Managed the budget (sales forecast; price strategy, profitability of the brand, P&L, etc.) for the portfolio at a country level.Reviewed country marketing mixed strategies (IMC/360/Digital/Retail) and the communication adaptations (imagery, digital, point of sales, voice over, etc.)Provided constant trainings (product and strategy) to other departments (sales, CATMAN, etc.), clients and partner agencies. Applied business savviness for product pricing definition in conjunction with regional marketing and finance to maximize value-based pricing and profitability.Reviewed categories and subcategories by retail environment to better allocate resources and deliver results.My main achievement was Brand strengthening when P&G entered the country, taking the SOM from 85% to 95%.

Costa Rica

In charge of managing the entire Oral Care and Home Care product lines life cycle from strategic planning to tactical activities. Provided business and financial acumen related to portfolio productivity and profitability. Specified market requirements for current and future products. Drove solutions sets across development teams (primarily demand, logistics and communications) through market requirements and product positioning. Developed and implement company-wide go to market plans, working with all departments to execute them. Analyze and negotiate potential partner relationships for the products. Country-wide Demand Plan creation monthly (regular, new products and offers).Pricing analysis and follow-up for CP and competition products. 5P tracking for CP and the competition.My main achievement was: Generated a Brand Development strategy that took the SOM from 5% to 70% in 5 years.

Managed the following accounts: Sardimar/ProSalud (Central America coordination), Unimar (Café 1820, Numar, and Maruchan), Johnson & Johnson (Splenda), Cerveceria Nicaragua (Toña and Victoria), Grupo Progreso (Abonos Agro, El Lagar, Almacenes El Colono, Doit Center, Reimers and TPC), Gessa (Perimercados and Jumbo), FIFCO (PEPSI, 7UP, Mirinda, Milory, Mug, Evervess, Adrenaline, H2OH, Gatorade), JW Marriott, Wrigley´s, AVON and Cemaco.As an Account Supervisor in Garnier BBDO (www.garnierbbdo.com) my main function was to create strategic plans for each of the multiple accounts assigned to my team, and lead to their successful execution. This included agency/client relationship, manage results under the expected time and budget, profit generation, manage campaign costs, task distribution, generate new business opportunities, as well as business, products, and competition monitoring. Other tasks include training and supervision of junior account executive personnel, day a day operational and administrative work. My main achievements were: Successfully engaged Sardimar/ProdSalud to invest all their media budget with Garnier BBDO.

Account: FIFCOAs an Account Executive, I was involved in the entire campaigns processes. This included: Active participation in the briefing meetings to discuss about the products, services and advertising requirements; Briefings to the Media, Research and Creative staff; Formulation of marketing strategies with all the necessary details for its successful implementation; Presentation of all the strategies and campaign ideas; Implementation of the given strategies; Overseeing the status of advertising campaigns and monitoring their effectiveness; Plus, constant negotiation with the client, problem solving and enforcing deadlines on time, quality and budget. All of this within the daily administrative and operational work it implied.

In this position I was the Internal marketing consultant to translate primary and syndicated information into relevant insights, ensuring the implementation of marketing research initiatives, developing data-driven insights and implications for action through analysis and synthesis of findings. A major part of the duties was to watch the market and provide feedback to the management on any change in local market rate metrics, relevant legislative impact on business. Additionally, I designed methodologies, developed surveys, created screeners and interview guides, implemented focus groups, managed data collection, and performed analysis and presented research findings. Acquired in-depth knowledge of ACNielsen and the various types of reports in the tobacco industry. Worked with sales team members to define research needs, worked with internal managers and their own established network to identify appropriate research studies. Provided strategic recommendations based on surveys, focus groups and some other studies. Analyzed on market dynamics such as Company Plan, QPR, etc.

Responsible of overseeing key accounts, specifically groceries and convenience chains in Costa Rica (Walmart, Perimercados, Jumbo Supermercados, Megasuper, Automercado, Shell, Texaco, AM PM, Fresh Market, etc). My main task was to visit a consumer matrix with a leading role in the identification and qualification of opportunities, executing and developing the channel, defining, proposing and negotiating solutions as appropriate, including scoping and overseeing contracts.Managed the logistics of a new product launch in the channel, while maintaining programs that maximized sell-through of existing products. Implemented and managed dealer coop and sales promotions. Monitored programs’ success, tracks results and identified opportunities for maximizing brand exposure and ROI. Collaborated with field sales force to leverage sales against programs. Developed and implemented training programs and tracked their results. Provided analysis and recommendations of the selling out information for groceries and convenience stores.

In charge of examining financial information in order to make business analysis, suggestions and decision-making information around specific accounts and C&M Fisher America itself. I also performed accounting duties in which I compiled reports to show statistics, such as cash receipts and expenditures, accounts payable and receivable, profit and loss, and other items pertinent to operation of business (Payroll, Annual Tax Reports, Customers’ monthly invoice statements).

Managed the relationship between the agency and several clients (Mabe, Supermercados Cristal, Enersol). This implied bringing new business to the agency, assure the desired quality of the produced advertisement deliverables and public relations. Other important responsibilities in this role included: creating marketing plans, new customer pursuit, verification, and approval of working materials.

My main function was to research on the public’s viewing and reading habits to evaluate editorial and television programming content with the goal of determining the appropriate or best use of media (newspapers, magazines, radio, television, internet) for the specific needs. This also implied tracking the media and available time spaces, negotiate them, purchase them, and monitor their execution.

Mba, Masters Degree In Business Administration (Mba) With A Marketing & Sales Emphasis

Bachelor'S Degree, Business Administration And Management, General