Design and model strategic research and innovation solutions, focusing on consumer experience and processes. Manage and accompany the innovation process for brands and businesses in the Go-to-Market. Guide results based on market information about category, brands, products, and consumers for strategic decision-making. Act as a strategic partner to drive innovation and influence changes and new processes. Support and design marketing strategies to capture new segments and new markets with existing and new products. Manage and ensure efficient control of research and innovation budgets, continuously evaluating the cost-benefit relationship. Negotiate optimally with external suppliers, guaranteeing the cost-benefit relationship. Create, implement, and ensure control processes.

Develop sensitivity towards the consumer, their behaviors, and preferences, enabling the detection of insights and becoming the voice of the consumer within the marketing area and Quala. Ensure a deep understanding of local consumer tastes and preferences regarding advertising. Present conclusions and recommendations to brands and R&D that reflect the consumer's position for use in decision-making. Ensure that the "voice of the consumer" is always present in discussions leading to decisions to increase market share.Train the marketing team in listening, analyzing, and interpreting consumer opinions. Advise brands and R&D on the development of accurate strategies based on their expertise in consumer understanding and market information. Be involved in all stages of the creative idea development process (communication brief, creative workshop, pre-production, filming, post-test).Manage and ensure efficient control of research and innovation budgets, continuously evaluating the cost-benefit relationship. Negotiate optimally with external suppliers, guaranteeing the cost-benefit relationship. Create, implement, and ensure control processes.

Establish the market research and innovation department within the corporation, with the purpose of bringing the consumer's voice closer, generating an understanding of markets, and discovering powerful insights to support marketing strategies, launching new brands, and developing new products for Guatemala, El Salvador, and Honduras. Identify opportunities to enter new markets with new and existing products, increasing market share.Lead qualitative and quantitative research projects to analyze, extract, and generate insights that impacted growth by over 20% in volume and value for the company's entire portfolio. Lead innovation projects that resulted in successful launches of new products in the categories of edible oils, flavored milk, nectars, and margarine, as well as other projects that laid the groundwork for future developments.Present results to the primary team and senior management to help define the next steps based on the business objectives. Conduct workshops on new market trends in new products, new ingredients, product design and development, media, and other topics of interest, in order to build and contribute value to the business in a holistic way.

Lead the Guatemala team in conducting multinational market research studies in the Central American region for a wide portfolio of clients. Guide clients in understanding how they can amplify the power of their brands using research as a starting point and thus discover what their current, potential, and competitor consumers think about their products, services, and advertising stimuli before entering the market and making adjustments while in the market.Design and plan market research projects that are aligned with addressing clients' business issues, using ad hoc and proprietary qualitative and quantitative solutions. Manage the entire research process (end-to-end) of projects to verify and validate that everything flows as planned or make the necessary corrections and adjustments to bring the projects to their final objective. Add value in the process of analysis, extraction, and generation of powerful insights to impact the clients' brands and businesses.

In charge of the Analysis and Planning Unit for the Guatemala office, responsible for coordinating and analyzing quantitative and qualitative research projects, providing relevant information for the redirection of marketing strategy and behavior change interventions, creating a monitoring and evaluation system within the organization, and ensuring responsible and efficient budget management.