-Responsible for the Marketing and Trade Marketing agenda for 7 key export markets in Europe, reporting to the Commercial Director based in Czech Republic and with a team of 6 in Czech, Sweden and Spain.-Led the definition of the brand strategy and annual brand plans per market including TVC, OOH, PR, digital, events, new product launches, on trade and off trade channels activations, support to sales teams. -Close cooperation with creative, BTL, digital, media, PR agencies as well as global brand teams and sales.-Defined and implemented the working & cooperation processes of the new centralized marketing structure, to drive more effectiveness and synergies.

-Responsible for the marketing and trade marketing strategy, plans and execution of the Spanish branch, with focus on developing the Czech beer portfolio (Pilsner Urquell and Kozel) in the Spanish market. Reporting to the Country Director.-Supported Country Director in the definition of the new growth strategy, after new business context resulting from Asahi acquisition of SABMiller business in Europe.-Covered digital marketing, PR, events, on and off trade channels activations, launch of new products, development of promotional packs, support to sales teams, agency management, budget management.

-Responsible for the marketing and trade marketing function of the unit, with focus on the brands Pilsner Urquell and Peroni Nastro Azzurro, with one direct report and reporting to the Country Manager Spain.-Led the strategic thinking for brand development in the Spanish market, and developed for each brand the capabilities for growth, from brand assets to agency partnerships, communication plans and working processes.-Developed and executed the year Brand Plans, including: digital, PR, events, activation in on and off-trade channels, brand execution at the point of sales, support to sales teams, budget management, post-analysis and reporting.-Established the digital strategy and launched the local social media channels for both brands.-Total agency management (pitch, negotiation, plans, guidance, follow up).-Support and follow-up to local partner distributor for the brands Grolsch and MGD (Hijos de Rivera).

-Developed and implemented the annual promotional and execution plan for the channel for 6 brands, including consumer promotions, POS material, promotional packs, channel and sales force incentives, with 3 direct reports and reporting to the Trade Marketing Director.-Led category management (CATMAN) project developing assortment and planograms for leading retailer Dinosol.-Led multifunctional project for new pack launch for key retailer Mercadona.-Developed and implemented in-trade execution standards for all sub-segments.-Supported sales team with creation of account’s promotional plans.-Cooperated with revenue manager in the definition of pricing and promotional strategy.-Developed processes and tools to improve the team’s operational efficiency and skills (i.e. budget management, sales tracking, project management, promotion analysis).

-Prepared analyses and recommendations for the business combining external and internal insights.-Coordinated several qualitative and quantitative research studies (i.e. habits and attitudes, product tests, brand equity, price reports, consumer behavior).-Updated regular studies according to market dynamics.

-Developed and implemented the merchandising and promotional plans for 6 brands and 8 regions, including promotion mechanics to consumer and trade, visual materials, sales force communication. One direct report.-Led project for in-store execution standards definition for all channels.-Developed communication vehicles and process to ensure 8 regional teams and 70+ sales depots successfully implemented the plans.-Designed and implemented sales force incentives to support specific objectives.

-S&D functional analyst of multifunctional internal consulting major project to change the route to market model. Designated for the development of the new processes and bespoke support software (pre-sales, preparation of delivery, delivery, collection, sales follow-up).-Designed monitoring KPI reports to be used by sales force and management.-Developed full training manuals, and trained directly the sales teams of the first 5 depots rolled-out.