Ecommerce

Responsible of evaluating high potential Brand import and development (P.F. Chang’s, Reddi Wip, Swiss Miss, Slim Jim) for the company’s growth engine platform achieving a compound growth of +30%. Current fiscal year figures for the platform estimate a +10% annual operating plan overachievement.-Led pricing and cost reduction activities to duplicate Reddi-Wip’s margin from 15% to 35% in one year while supporting the point of sale to minimize elasticity impact.-Digital focus on developing a media ecosystem for Reddi-wip and Swiss Miss to reach more than 5 million people and generating more than 400k engagement actions through positioning the brand and leveraging celebrities and influencers inspiration throughout the year and carrying budget heavy-ups during relevant seasonalities. (Internet site development from scratch, social ads, video, social media).

Responsible for managing and operating the full promotional arm for the grocery platform (54% of total company sales) at Conagra and accounted for 17% of its total net sales (around 425 MM MXN).-Defined, and worked on strategic promotional activities for Del Monte, Hunt’s and PAM brands, ranging from simple BOGO’s to elaborated licenses (sponge bob, plants vs zombies, ice age, among others).-Achieved savings of around 15% in the promotional budget based on cost efficiencies and resource optimization, redefining the way of working and personally negotiating with suppliers and co-packers.

Responsible for coordinating, executing and controlling the brand strategy achieving a positive result for Del Monte +2% vs LY and +8% in Hunt’s and PAM brands.-Promotional calendar planning development and follow up, achieving a +/- 3% budget quarterly bias. -Relaunched Del Monte’s visual identity for its full base line and promotional portfolio (+60 skus) modernizing an old image and generating a fresh, contemporary brand image (+24% overall liking and +52% top two boxes vs old image). -Contributed on developing a new ATL relaunch campaign with a bold approach on conventional efforts (Brand’s mascot 3d rendered storytelling sets called “archiaventuras”).

Responsible for trade activities, controlling budget and demo activations for the diaper platform, I was then promoted to a brand executive and contributed to defining and executing the marketing plans for the baby wipes and Kleenbebe, Comodisec & Absorsec Diaper brands. -Defined and worked along with Disney on a new, licensed, visual identity for baby wipes (Huggies & Kleenbebe). -Strong budget control of over $100 MM MXN activating point of sale activities, promotions and ATL campaigns.-Took part on the talking baby’s ATL campaign development and launch, with usual great results for the brand awareness.

I learned about leadership, working for a market research agency as well as dealing directly with clients.