Montserrat H. Email & Phone Number

Community Of Madrid, Spain

Madrid, Madrid, España

Miami, Florida, Estados Unidos

Mexico City Area, Mexico

• Accountable for deep understanding of consumer insights related to Mastercard product and value proposition (highest record historically related to market research processes only in the last 6 months)• Direct contact with Product team to develop and support marketing strategies consumer oriented and connect to our value propositions• Generate the value story, strategy and positioning for the consumer related to all products/campaigns• Develop and Implement a loyalty program based on Merchant Funded Offers to increase loyalty and relevance to consumers in strong collaboration with regional and global teams.• Understand, communicate and execute the regional & global consumer strategy and insights (Affluent, Mass, Underserved and SME)• Oversee the key Priceless Platform strategy, positioning and communication messages.• Develop portfolio analytics to find opportunities and will develop recommendations to address those opportunities, also lead the preference at point of sale strategy in Mexico. • CoLead with Product team a successful Debit Campaign (Banamex debit billing in Vips growth 12% ($2.5 Million Pesos in incremental sales) and the average ticket increased 10% (Debit MC share passed from 19% to a 23% in comparison with June of 2015, $262 MXN) all in comparison with June 2015, more than 9.5 million real impressions and 320K clicks/views)

Madrid Y Alrededores, España

• Responsible for delivering marketing campaigns to drive business results through issuers, merchants & consumers• Lead together with the Business Development team the strategy & implementation of more than 5 merchant strategies achieving for FY17 the 8th place in Europe and in Dec’17 the 6th place and growing.• Assist Spain and Portugal in developing deep consumer insights by applying demographic, attitudinal & behavioral segmentation data.• Created and implemented the 2018 Marketing Plan for Spain & Portugal, with internal and external alignment and ensuring the correct budget and people resources allocation.• Responsible of the strategy, implementation and results of the Priceless Madrid Platform ensuring to be always part of the top 5 cities worldwide in vies and referrals• Implement the integration of Marketing and comms for the 1st time in Western Europe and gaining recognition in Jan ’18 to have the best integrated mark/comms campaign of the Brit Awards 2018

Guadalajara Area, Mexico

o Sr Marketing Manager, PELON PELO RICO, ICE BREAKERS & OTHER SUGAR (Jun 2013 – Dec 2015)• Leader of the 26% of the total Hersheys Mexico sales, and the #1 local Brand within the company• Project leader for the pipeline strategy innovation for Pelon Pelo Rico within the next 5 years• Fully responsible of the brands turn around in 2014, from a -9% in H1 to a +1.2% FY vs PY• Champion for the Revamp of the brand (Re-building brand architecture, graphics and media model)• Leading the brand turnaround plan for 2015 and strat plan to recover double digit growth.• In charge of the 3 brands P&L, Advertising budget and forecast.• Strategy definition, creative idea, execution and follow up of the top digital campaigns (after CP) within the company.

Mexico City Area, Mexico

•Project Leader (strategy definition, insights understanding, market opportunity, pack & fragrance definition >M execution) in the most important innovation plan for the Deodorant Female Segment.•Leader for the 3 Female Deodorant brands in CP that represent 40% of the value.•In charge of P&L, Advertising budget and forecast.•Strategy definition, creative idea, execution and follow up of the top digital campaigns (after CP) within the company.

Mexico City Area, Mexico

- Leader for the 2 Male brands of Deodorants within the company (Stefano & Speed Stick) - Redefined Stefano’s brand equity pyramid, packaging, communication and innovation strategy for 3 years. - In charge of the strategy, planning and execution of the 2 brands Go To Market Plan with a close follow up to the brands P&Ls healthiness.

Leader for the biggest brand, in terms of Volume and Value, in Danone de MèxicoPolished the brand equity diamond and begin to apply it in the brand's strategy., Redefine the brand strategy & develop a 2 year breakthrough communication plan.Recover brand's health and growth after a 2 year crisis and developed a double digit (+20%) marketing Plan for 2010.

Leader for the biggest value brand in Dannon & PLF segment, achieving +15% in volume & +13% in value growth in '08 vs '07 reaching 67.2% in Value SOM (+4.5p.p. vs '07)Responsible for the brand 2 rolling year forecast and brand financials follow upWorked on a bestpractice nutrition demo which moved Danonino from a Pasive to an Active NutritionBuilt a strong moms communication plan for 2008 & 2009 Developed a 2 Year Pipeline Strategic Communication platform based on a 2 year Research process (3rd level barriers, insight screening, etc)

Leader for the biggest volume brand in the PLF segment, achieving +65% growth in '06 vs '05, +56% cum '07, and reaching highest volume and value share -82% of total Top Santé market5 Year Pipeline Strategic Brand Innovation platform developmentDevelopment of a new strategic model that became a Worldwide Bestpractice (increasing penetration reaching +9 pts at 32.8% nationwide and brand awareness of 97% (+10 pts))Created a strong 2005 strategic plan to maximized Activia's brand growth with +52% growth vs. prior year.

Activia's relaunch follow up. Supporting in communication and execution plans.Project leader in 4 important 2006 brand's projects.Active participation in "Activia's Challenge", the most expected ATL-BTL activity for the brand. Communication, strategy and execution leader.In charge of brands budget.

Specialty, Specialty In Marketing

Specialty, Specialty In Quality And Statistics Applied To The Industry.

Major, Chemical Engineering

Chemical Engineering

Education record