Latin America Lead for Marketing, Innovation and Consumer Insights
07-2007 - 10-2017 Marketing Head of multi-country marketing and consumer insights team stretching from Mexico, Central America, Caribbean, Brazil and Southern Cone markets. Member of the MDLZ Latin America Leadership Team.
• Responsible for strategic direction, brand building, innovation and activation for global brands such as Tang, Philadelphia cream cheese and Royal, across Latin American markets. Leads the communication strategy, digital marketing, CRM and social media acceleration as a major lever in the consumer journey, driving behavior change and brand loyalty.
• E2E and IBP owner at LA level, key decision maker with full PnL accountability affecting portfolio optimization, sourcing and production footprint, brand architecture guidance, cost and GM efficiencies and major pricing decisions. Turned the business around posting double-growth in NR, volume and GM in the last 2-years. Consolidated market share leadership across countries.
• Optimized Tang and Royal portfolio by harmonizing formulas and packaging, affecting sourcing and production footprint in more than 15 countries. Built a menu-card leveraging Royal into an ideal portfolio, managing key launches to address white spaces and consumer needs, orchestrated sales and trade marketing teams into greater execution across countries.
• Challenged the status-quo by building an innovation funnel for Tang and Philadelphia based on unmet human motivations uncovered in the U&A/Censydian study. Leveraged the strategic direction, stepping into new consumption occasions for Philadelphia and fulfilling needs into a robust 421, collaborating with Global and Regional R&D and ISC teams.
• Repositioned Tang and Philadelphia as a protagonist in everyday meals. From an ingredient to nurturing family bonding, every day. Captured additional household penetration in Mexico and Brasil, with record high market share. Awarded Kantar Brand Footprint.